Tal Shoham - VP International Business Development, Developer Solutions Mastering the Art of Rewarded Video Casual Connect Singapore 2016
Tal Shoham - VP International Business Development, Developer Solutions
Mastering the Art of Rewarded Video
Casual Connect Singapore 2016
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What are we talking about?
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Product
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ProductUser-InitiatedOpt-in, users engage on their own terms
User-InitiatedOpt-in, users engage on their own terms
UXPre-cashed, HD, instant play, timer
Video Ads
Product
User-InitiatedOpt-in, users engage on their own terms
UXPre-cashed, HD, instant play, timer
Rewarded ContentUsers’ time = part of financial ecosystem
Video Ads
Product
User-InitiatedOpt-in, users engage on their own terms
UXPre-cashed, HD, instant play, timer
Rewarded ContentUsers’ time = part of financial ecosystem
Product IntegrityStrong vendors, seamless, multi-platform support
Video Ads
Product
User-InitiatedOpt-in, users engage on their own terms
UXPre-cashed, HD, instant play, timer
Rewarded ContentUsers’ time = part of financial ecosystem
Product IntegrityStrong vendors, seamless, multi-platform support
Video SSP’sManage and optimize more than one video vendor
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Product
Video Ads
Monetization (Supply)
Top Developersare using it
Video Ads
Monetization (Supply)
Top Developersare using it
Great UXusers love it
Video Ads
Monetization (Supply)
Top Developersare using it
Great UXusers love it
Significant $$$eCPM, Fill-rate…
Video Ads
Monetization (Supply)
Top Developersare using it
Great UXusers love it
Significant $$$eCPM, Fill-rate…
Video Vendors significant growth & opportunity
Video Ads
Monetization (Supply)
Think Like aMonetization Manager!
Video Ads
Monetization (Supply)
What Do Developers Care About?
Video Ads
Monetization (Supply)
User Experienceuser flow, UI, content, engagement, retention
What Do Developers Care About?
Video Ads
Monetization (Supply)
User Experienceuser flow, UI, content, engagement, retentionIAPin-store actionWhat Do
Developers Care About?
Video Ads
Monetization (Supply)
User Experienceuser flow, UI, content, engagement, retentionIAPin-store action
TechnologySDKs, plugins, crashes, bugs
What Do Developers Care About?
Video Ads
Monetization (Supply)
User Experienceuser flow, UI, content, engagement, retentionIAPin-store action
TechnologySDKs, plugins, crashes, bugs
PerformanceeCPM, fill-rate
What Do Developers Care About?
Video Ads
Monetization (Supply)
User Experienceuser flow, UI, content, engagement, retentionIAPin-store action
TechnologySDKs, plugins, crashes, bugs
PerformanceeCPM, fill-rate
What Do Developers Care About? Money $$$
Video Ads
Monetization (Supply)
User Experienceuser flow, UI, content, engagement, retentionIAPin-store action
TechnologySDKs, plugins, crashes, bugs
PerformanceeCPM, fill-rate
What Do Developers Care About? Money $$$
VIDEO!
Video Ads
Monetization (Supply)
Video Ads
Monetization (Supply)
Video Ads
Marketing (Demand - UA & Brands)
Brands Love Video
Video Ads
Marketing (Demand - UA & Brands)
Brands Love Video Top Developers/Advertisers
Video Ads
Marketing (Demand - UA & Brands)
Brands Love Video Top Developers/Advertisers High ROI/LTV
Video Ads
Marketing (Demand - UA & Brands)
Brands Love Video Top Developers/Advertisers High ROI/LTV
Video Partners
Video Ads
Marketing (Demand - UA & Brands)
Think Like aUA Manager!
Video Ads
Marketing (Demand - UA & Brands)
What Do Advertisers Care About?
Video Ads
Marketing (Demand - UA & Brands)
Quality ROI, LTV...
What Do Advertisers Care About?
Video Ads
Marketing (Demand - UA & Brands)
Quality ROI, LTV...
Volumes
What Do Advertisers Care About?
Video Ads
Marketing (Demand - UA & Brands)
Quality ROI, LTV...
Volumes
What Do Advertisers Care About? VIDEO!
Video Ads
Marketing (Demand - UA & Brands)
Video Ads
Marketing (Demand - UA & Brands)
Rewarded Video
Best Practices
Keep reward relevanthow significant is the reward for your user?
Rewarded Video
Best Practices
Criminal Case (Pretty Simple)
Variety of rewardsto maximize user preference (energy, coins, life)
Rewarded Video
Best Practices
King of Thieves (Zeptolab)
King of Thieves (Zeptolab)
Unique implementation
Rewarded Video
Best Practices
Best Fiends (Seriously)
Multiple placementsHigh visibility, consistent user awareness
Rewarded Video
Best Practices
Warhammer, 40,000 (Freeblade)
Warhammer, 40,000 (Freeblade)
In-game integrationIntegral part of the game flow
Rewarded Video
Best Practices
Epic Skater (Kongregate)
Bullet Boy (Kongregate)
Case Study 1:
Earn to Die 2, Not Doppler
Earn to Die 2 operates a unique and robust currency system that involves exponential inflation for upgrades in the app – like upgrading the vehicle.
Case Study 1: Not Doppler
Earn to Die 2 The Challenge
Integrate RV into unique game currencyIncrease ongoing engagement in advanced levelsMaximize revenue and eCPM
Our Solution
Implement unique RV system that adapts to players’ in-game progressOffer intermittent ‘Double Rewards’ to encourage engagement with RV ads
The Results
Engagement rates soared above market benchmarksAugmented smart rewarding scheme based on gameplay progress
25-38%Engagement Rate
● ● ,●
● ,●
● ,●
Case Study 2: Upopa Games
Hopeless 2: Cave Escape
Case Study 2: Upopa Games
Hopeless 2: Cave Escape
Upopa’s Monetization Evolution:
IAP:
10¢ /
user
Interstitial
Ads:
1¢ / user
Lengthof level:
3Minutes
Result:Couldn’t show many interstitials due to length of uninterrupted
level time
Case Study 2: Upopa Games
Hopeless 2: Cave Escape
Upopa’s Monetization Evolution:
IAP:
10¢ /
user
Interstitial
Ads:
1¢ / user
Lengthof level:
3Minutes
Result Step 1Couldn’t show many interstitials due to length of uninterrupted
level time
IAP:
10¢ /
user
Interstitial
Ads:
2¢ / user
Lengthof level:
20
Seconds
Result Step 2Interstitial Ad revenue increased, but opportunity for revenue still
wasn’t optimized
Case Study 2: Upopa Games
Hopeless 2: Cave Escape
Upopa’s Monetization Evolution:
IAP:
10¢ /
user
Interstitial
Ads:
1¢ / user
Lengthof level:
3Minutes
Result Step 1Couldn’t show many interstitials due to length of uninterrupted
level time
IAP:
10¢ /
user
Interstitial
Ads:
2¢ / user
Lengthof level:
20
Seconds
Result Step 2Interstitial Ad revenue increased, but opportunity for revenue still
wasn’t optimized
IAP:
15¢ /
user
InterstitialAds:
3¢ / user
Lengthof level:
20
Seconds
Rewarded
Videos:
13
¢ / userResult Step 3IAP and Interstitial Ad revenues increased (due to longer in-app session time and LTV brought by
RV).
Case Study 2: Upopa Games
Hopeless 2: Cave Escape
Upopa’s Monetization Evolution:
IAP:
10¢ /
user
Interstitial
Ads:
1¢ / user
Lengthof level:
3Minutes
Result Step 1Couldn’t show many interstitials due to length of uninterrupted
level time
IAP:
10¢ /
user
Interstitial
Ads:
2¢ / user
Lengthof level:
20
Seconds
Result Step 2Interstitial Ad revenue increased, but opportunity for revenue still
wasn’t optimized
IAP:
15¢ /
user
InterstitialAds:
3¢ / user
Lengthof level:
20
Seconds
Result Step 3IAP and Interstitial Ad revenues increased (due to longer in-app session time and LTV brought by
RV).
Rewarded
Videos:
13
¢ / user
System-initiated products User-initiated products
Case Study 2: Upopa Games
Hopeless 2: Cave Escape
Upopa’s Monetization Evolution:
Results
IAP increased 50%
LTV increased 70%
More time spent in game
More non-IAP monetization solutions
More conversions
More opportunitiesHopeless 2
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Summary
All Love It!Advertisers / Developers / Users
Best Practices Using RV is an art
Goal-Oriented Performance
Retention / IAP / Revenue / Engagement / Session Length
Questions?
Tal ShohamVP International Business Development, Developer [email protected]
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Summary