5 reasons why you need to embrace interactive ads now

[Music] [Music] I'm Johan and I represent sharpest sharpest hoop for you don't know it we're the world's largest mobile games only advertising network I run the European operations and as part of that we have a creative studio that is also part of what we do in Europe I also am co-founder of a company called plugins which focuses on interactive ads being playable and interactive videos mostly so in today's talk we're gonna go through a bit about okay how did mobile ads evolved over the years and why are we now in interactive ads and why are they the best a few

reasons why it's a really good idea to go interactive and then we talked about the different ad formats that we have in interactive ads and then which ad formats you should choose and then the Trulie personally I think cool thing about the interactive ads is that you can generate a lot more data especially in in add data so it will look a little bit about that and we start if I end up with the case study that Chiapas query studio did together with play rigs and then I'd leave some room for questions as well at the end so evolution of mobile ads well as we know it started out the mobile with banners coming directly from the web very low click-through rates pretty bad conversion loss it yours the quote commonly used still though they do generate a lot of money very easy to put in but yeah very very basic type of ad follow the couple of years later by interstitial and so if you can see because the this this chair there but

yeah it's the same thing basically but you have an overlays that you'd be having in the natural breaks or the game right just a static better CPM vertically through it and all that so step up from banners but still very very basic type quad unit unit hit sorry video hit few years ago four or five years ago so and obviously became a much much more and higher converting higher CPM ad units which is and it's the biggest one right now best converting best ad unit out there today then the whole development of ads took a little bit of a dip when the integrated gifts they work sometimes in some countries but I wouldn't recommend them very much the most time don't work that well however finally couple years ago which taught to be interactive ads and that's you know in my opinion the next generation of ads basically today we have the best performing ads that we have in short process by for interactive

and video they are perform anything else so a few reasons then you know why is it important to be interactive first of all it's been an interactive ad you can engage much more with your with your also users can engage much more with the ad right which makes it it's much more compelling right you can you can actually experience kind of what you supposed to experience from the app or the product later on right so that you you also get a lot more time in the ad then you do with other ad units then for for a brand in terms of awareness and recall it's also that engagement also enhances Canada brand message their brand concern conversion rates are much higher than other ad units besides the video for some ads so it depends a little bit what type of AD but it's it's usually better and then the fourth part

here the long-term customers which is really retention retention is also usually better because I mean obviously if you play the game a little bit or you go through the the products you know interaction a little bit already in the ad you know what to expect which means that you're less likely to uninstall the app and you're more likely to stay in the app longer and then the last part which person I think is they're the best part of it is that you can measure everything basically we know in attractive ally when I get to why so the different formats first of all very basic and interactive ads it's basically an html5 based ad shown in the web view frame will be talking app right so anything that you can program in html5 you that is based in the interactive ad and if we do an example here playable is the most when people think about interactive ads for mobile apps it's usually playable that's the most commonly used ad as well

it works pretty well basically you you excu play the game inside the app so imagine me clicking here on these bubbles for this simple bubble sugary game right and that this is this is the ad basically so nothing revolution I really I think I'm sure you've seen all of this before another one that is a little bit my comment becoming my personal favorite they are interactive videos because this is basically a playable art as well but instead of cool animations that you have to program which takes time and it also takes it takes size you put in snippets of video instead so basically you show a video and then you stop and then you let it use to be able to interact so basically choosing one of the pictures and then instead of having a cool animation you just show another video and let me just show you how how this this works basically here you you get to choose you choose you get the result which is video again you get to choose

yeah yeah you get the picture right the nice thing again about this is that you don't have to program the animations it also means that you can make much better animation so for instance a slots game or match 3 game you know which in in a playable or relatively basic can now be have all the you know bells and whistles of over video add basically so this is this is a very nice relatively new ad unit or way to work basically with the interactive ads then we have the famous animated showcase this is basically imagine imagine having an ad for for car and you click on it and you be able to do a kind of a 360 look around inside a car that kind of thing quite popular for especially products not so much apps in games but a lot for products and then the last point I want to go through is hybrids where you basically mix this type of these types of ads but you have a little bit of interaction a little bit of video maybe a little bit

of you know gyroscope or 360 or something like that so that's that's basically the four most common interactive ad units out there today so of course like any ad units it's important to choose the right ones for you and your audience and you need to really you need to know where you want to target and in what type of game if you do this game centric what type of game you're you're what you want to target right and what kind of gameplay that attracts specific users I'll get to this this is quite interesting actually in the sample within the play tricks it really showed that gameplay what type of gameplay to choose really matters so I mean if you want to give a target the hipster we've been in beard or you want to you know target the kids it makes a huge huge difference I think more than any other ad units basically so basic stuff really but it matters research the target group understand what core part

of the game really benefits that group and then analyze analyze a lot not just in the game but also around it like we mention here for instance app store listings is a good thing to to also see okay what's what's what's working what's popular which kind of target groups and then yeah do a bit testing like with everything and now finally we're at the the best part to play with ads and that's the added data so here's an extra this is I get a bad better example later but this is just a really quick overview of the way we worked with boob with a bubble shooter game from bit mango and basically as you can see on the Left we had we had four different parts of the game and we measured a drop-off rate for each part it's a little bit hard to see but you see that for every every time we've moved from one one screen to the next we measure the drop of rates right just like you would do in a game basically with a tutorial anything like

that and we summarized what we call IPM in short boost which is installed per mil which is basically installed per thousand impressions and the original version had to so we made this one we analyzed this we get the group of rates and we saw that okay we see we have a little bit of a problem here and here so we made another version where we actually changed the tutorial and got much better drop-off rates which landed an increase in in IPM by four what is at 20% so yeah this is to me this is kind of the magic of the the playable ads and this I think case study that we did really play tricks I'll show now it will be showed a little bit more so one app that we've done a lot of play balls for his home escapes form clerics and the

the goal for this exercise was obviously to improve IPM some instance per compression and the the game for anyone who hasn't played home escapes do it by the way it's a great game they have their two different elements or a game there's the the match three element met relational mastery type of game and then also simulation type of game where they all portray we actually you you decorate rooms basically so the this makes when if you want to do a playable for this and you want to mimic the whole game it makes it quite long quite complicated so we did we did three different versions we did a long version and then we we actually turn out to be it was a bit long especially the shorter one of the longer version and then we did the mastery gameplay only and then we did the simulation part only as well and

then we ran them against each other and we saw so again this is you know looking at the different screens that you can have this is a long version small numbers I apologize for that but we can basically see that you know when we start the game and go to the next stage we drop we lose 70% of players basically it's a big drop of in the beginning right there's also big drop-off at the at the actual gameplay for the match three part so between the the match report and the the simulation part this is not almost 70% drop of as well and then another 40% for next screen and then you know after that you know obviously you get today today on screen so it's it's almost no drop off but basically we see that there are a couple of pain points where you here and here when you lose a lot of users right so this is this makes it really easy to develop the next version so what we did basically is that we cut out the tutorial we took that off we we took out this part as well for the long version

so that's kind of like the short part of it that's the 1.1 version and then as I mentioned before also we had that the version 2 was only focusing on this gameplay and version 3 was only focusing on this gameplay and it was the resource were quite interesting actually because it showed that the original long version we had an IP Emma 1.3 which is you know relatively low for this type of game but when we cut cut it down or we took out the pain points basically as we saw before we doubled the IPL so for the same number of impressions and this is the same target group and all that kind of stuff but this is just this is one on one comparison so we actually we actually doubled IPM by just making the add a little bit shorter on certain parts right and it also showed that when we only only did the match 3 gameplay we also had a much better commercial rate than the original long version but worse than the shorter version of the full game but what's also interesting

actually in this is that the version that one which had 3.4 IPM was when you had the only simulation which you going to actually think as the core gameplay because this this originally is this is a match 3 game as you match things and then this this simulation part it has to be supposed to be an add-on but it's actually that part I converted the best I was actually most appreciated by the users so this is as you can see you know the nice thing about this is it's so easy to see these pain points as long as you measure comparative video where you have this start in the end and yeah you can see you know at what time you know in the ad the people dropped off but but here you can release you can really pinpoint in the exact kind of screens that you need to work on which makes it really easy to make kind of a good impact and this you know again I pier mean slows per per thousand impressions it doesn't have an exact one-on-one relationship with CPM

but it's relatively close so if we if we for instance here with with this change only when we double IPA we we brought up CPM by about fifty percent as well which means you know for a network like us it's 50 percent more revenue basically and for foreplay Rick's this it means 50 percent more installs alternatively lower CPI which means a higher ROI for the same amount so that's that's it guys short and sweet any questions now bring to anyone in the audience who wants to ask a question I have a question do you have any evidence about which particular type of interactive ad the players of the host game find most you know accessible right

right yeah yes yes that's a really good question it really depends now famous answer if you're looking at for instance at the game like a slots game if you're playing a slots game and you see plus slots ads it's it's a bit less annoying so decide I said and you know create a little bit more if you're in for instance a game let's say June from Voodoo where you have different levels right and they all sorry different the same game play over and over and if you between two different gameplays and you have an interactive ad was already an interstitial placement between the two levels it doesn't really matter what type of ad you have it's gonna be annoying anyway because you just want to get to the next level yes one player so it's it's I think that if you have an ad that are similar to the original app that the user is in it's more appreciated than else otherwise but it also matters a lot on a placement for instance a rewarded placement where you know a user is you

know expecting to watch the video or play an ad then that's that's pretty well appreciated in general because then it's nicer to play a game than to watching the video usually whereas if you have the interstitial placement users usually don't appreciate ads as much sharing I don't but we have and I think another question oh great I'll bring you the mic so that everyone can hear hear your question I'll try and work this right so we know about incentivize adverts and if you watch my advert you get a life or whatever in the game right do you think that there is a incentivized engagement interactive advert so because basically when I'm playing the games or watching out for the extra life but I don't do anything I just let the timer run out do you think there's a chance we can connect the two so that it can track if you actually did engage with it and there yeah yeah that's that's the next generation oh hopefully from us it would it would be

awesome so I think the question specific can you connect the the the result in the ad to the actual game right so yeah if you could actually in the ad you know gain some coins so whatever currency and then actually find it in the game that would be that would be really good or or let's say that you're in one game and you interact with the ad from game from the other game but because we interacted well you actually get rewarded in game one more than you would by just watching it that would be a really really good yeah two point oh yeah metal no not a note yeah so we don't have it I don't think it exists but it's a it's a really it would be really good at unit yes cool do we have any year you have any other questions for you any Oh probably this is a our last question I think in terms of time thank you have you ever realized the significant difference between any post-install

metrics versus platelets versus videos because like I don't have any data but I assume that levels could have a higher retention because they play the game they see what it looks like and then they come to game it might be playing more and especially if there is anything with monetization though that we help usually you see much better retention yes because you know what again you know what you get basically but it depends also depends on the game that you're advertising also depends what you ad looks like because sometimes the tables actually are a bit different than the original game as well like for instance the example I just gave you you know they're the best if you see the the ad where you actually see the simulation and not the match three part and that's what attracts you you may come into the game and see the match three piece and say oh well this wasn't what I expected so so again the answer is depends but usually you see a better retention with a well made claim lad yes but it's also just one caveat is that it matters a lot between well made tables and poorly made tables polyMet labels convert really

badly and a bad retention rates but well made tables perform initially much better than video [Music] [Music]