Mobile video ads: How to acquire high quality new users and measure marketing ROI

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● 35 Minutes

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● Q&A at the end

● Recording & slides via E-mail

Housekeeping

Video Ads: The key to acquiring high quality new users

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1. Intro

2. AppLovin: How to acquire users with video ads

3. Smule: UA Best practices

4. Adjust: How to measure the success of your campaigns

5. Q & A

Table of Contents


Source: Emarketer (2016), AppLovin (2015)

The Opportunity

- Video ads doubled in volume from 2011 - 2016

- US mobile video ad spend will reach $7bn in 2019

- 3 X higher retention for video vs. non-video ads


Intro: AppLovin

AppLovin is a leading mobile marketing

platform that helps the world's largest brands reach over two billion consumers globally with

relevant content.


What we do

● Working in partnership with brands, we help identify users

who are likely to download and then determine the right

amount to bid to acquire them.

● We help brands gain insight from data and react to it in

real-time so they can scale their campaigns quickly to

reach a high volume of new users.

● AppLovin processes 50 billion ad requests per day and

550,000 ad requests per second, peaking at 800,000 ad

requests per second.


AppLovin & Video Ads

● Our platform places video ads on thousands of highly

active apps in the mobile ecosystem ranging from

games to music, social, and entertainment.

● AppLovin uses programmatic, real-time optimizations

to serve and scale video ads on the most relevant

apps for your product.


Why video ads are so popular

● Video ads account for 77% of ad spend on the AppLovin platform

● With video ads, user engagement is incredibly high because in 30

seconds, you can tell users so much about your product.

● Conversion rates are dramatically higher with video ads

● On average, video ads lead to 40 percent better retention than non-

video formats


Best Practices with video ads...

● Constantly test new videos

● Iterate on your highest performing concepts

● Share your data with your ad network, including installs

and downstream conversion events, that indicate how your

ads perform

● Run both landscape and portrait (horizontal and vertical)

video orientations for a better user experience

● Localize your videos


● If you’re advertising an app, make sure that you make it clear in

the ad how the app functions: demonstrate the app’s core

elements or features so the user gets a good idea of what exactly

they can do with the app.

● If you’re advertising a product, leverage the intimacy of mobile by

speaking directly to the viewer

● Use end cards at the end of a video ad so users can click to

continue to your App Store page

Best Practices with video ads II


Summary

● Use data to acquire valuable new users at scale

● Test video creative and iterate on what’s most successful

● Enjoy dramatically higher conversion and retention rates with video ads


Intro: Smule


The Acquisition Team

● Smule UA team: 6

● Advertise in over 40 countries

● Apps available on both iOS and

Android


Acquisition Channels

● Social channels -

Facebook/Instagram

● Ad network partners: (AppLovin)

● Local ad networks/agencies

● Google Properties - search, youtube


Focus: Video Ads

● All creative assets are video

where placements are available:

UA, Social, Branding

● Content is key, refresh often


Video Ad Optimization


● User generated content when

available

● Pick consistent channels to

test and optimize

● Creative refresh often

● Test, test, test!

Learnings from video ads

● Localized content

● Each network have its own video

spec requirements

● One concept variable per test

● Performance will differ by

platform, region, and channel


Most Important Metrics● Performance metrics for video ads:

○ CTR = Click through rate

(Impressions/clicks)

○ CPI = Cost per Install

○ CPM = Cost per 1000

impressions

○ ROI = Return on Investment

○ CPT = Cost per Trial


AppLovin & Adjust @Smule

Adjust

● Adjust SDK integrated in all Smule apps, and able to directly postback KPI metrics

from Adjust to partners

● Robust reporting enable KPI optimization down to creative level

Applovin

● Transparent self serve platform with pub and creative performance stats

● Direct integration between Adjust and Applovin

● Effective Video creative testing

● Real time optimizations


Create

What’s the benefit of a high performing campaign if you can’t measure, make decisions, and share results in real-time?

Adjust


Katie HutchersonDirector of Product

14,000+Integrated

SDKs

#1

100+ Billion 800+

100+employees

2 PetabytesMonthlyTraffic

iOS Attribution SDK*

IntegratedPartners

Data PointsTracked Monthly

* Source http://mightysignal.com/top-ios-sdks?tag-24

AppLovin Setup


Quickly begin sending AppLovin all data necessary for them to optimize your Video Campaigns in real-time.

CTR


Visualize which videos have highest CTR for certain countries, in whatever timezone you choose.

Day 8 Retention


Smule can easily view highest performing AppLovin Video Campaigns by checking retention on the day that matters most.

ROI


Visualize which videos have highest ROI based on 24 hour classic retention.

Ask Your Questions via the Question Module

Q&A


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Further Resources

Learn more about video ads: AppLovin Blog

More info on mobile measurement: Adjust Blog


Mobile video ads: How to acquire high quality new users and measure marketing ROI

Marketing