Has Incremental Revenue Ever Sounded This Good - Yiğit Güneri, AudioMob.

[Music] [Music] [Music] I'm really excited about this one because uh we have actually been working with the team from a up over the last couple of months with some amazing results so I'd like to uh invite to the stage yit and um let's kick this off you're welcome so to kick off I just want to start start by letting everyone know

what we do here at aom mob V are our goal is to provide better non-intrusive ad experience without uh while offering incremental Revenue within the games for the Publishers and we are the first company doing this since 2020 we are working with some of the largest gaming Partners in the industry we have we are working with tap Nation we have Vincent here with us today Chief marketing officer from tap Nation we are also working with Voodoo lwood social Point 966 and many other Publishers as well and On Demand sit we are working with a wide range of Demands with have Brands we have McDonald's KFC GSK and how we are managing uh this is that being a new at Network along with working with agencies and resellers we also have our direct sales team our sales team is located in London Abu Dhabi and also in New York as well and having our sales team all around the

world helped us um reach out all these brands on Advertiser site and we want to be transparent about our cpms so the developers can actually understand and evaluate the added value coming with integrating us so in tier one countries we are between $5 to $10 and in tier 2 countries we are between 4 to $1 to4 and on the implementation s we have Unity plugin which tap Nation used while implementing us for their games we also have Android SDK and iOS SDK as well and um with tap Nation uh we are integrated with ice cream game first and then after that we got into 20 of their uh 20 games in their portfolio and from placement design with the help of our technical team we have Hayden here from our developer relations team and from AB testing and launch it took 6 weeks in

total and I guess I can ask the first question to um Vincent what challenges um mobile Publishers has been facing with monetization and what has been the impact of implementing AUD mob hi thank you for welcoming me here so I'm Vincent as you mentioned Chief marketing officer with st Nation I've been with st Nation for uh 3 years and I'm leading the use acquisition and monetization team and um yeah to sum up your question uh as a hyper casual Studio even though we are moving towards hybrid casual with uh more uh casual type of games 95% plus of our Revenue have always been made through ads so intertial ads rewarded video ads and banner ads and uh we've been quite curious about the new uh complimentary format you know since we are very dependent on ecpm fluctuation from Brand demand we of course monetize uh with an

ad monetization with the main 20 ad Partners finding the opportunity through uh audio ads and in-game ads where for me uh opportunities to increase with create a new complimentary ad format and a new additional Revenue Source uh without cannibalizing uh any space on the screen without uh impacting the user attention or user experience and um and yeah the more Revenue we can fit with those new formats we've been also testing with this kind of complimentary with in-game ads as well uh and audio ads been quite a anbl potential which was very interesting to test we've started a bing on a few games back two years ago and been scaling up across most of our games of course it depends on your game G and category um but yeah the integration have been the quite of an easy process uh I think what's important to most all of our games are unity uh Unity Eng um and having a a good support good SDK adaptable um having a great takech

team that QA and check check the integration um with that has been of a has been of a great help um I think it's it's pretty fast and pretty easy you decide also where you implement it we picked the solution where it's an companion icon and not the bottom Banner so we don't use it as a let's say it doesn't take existing R Banner Revenue but only additional extra Revenue by being the the companion icon um so yeah it's been quite fast as you mentioned like between three two to three four weeks plus release uh of implementation AB test period so um I think this on that side it's uh for for a small Tech team is quite easy to integrate and and to scale yeah thank you so much for the detailed response and I guess from aium upsite Hayden what are the common challenges you see with Publishers implementing audio ads and how did we overcome these while implementing with T Nation yeah so I mean I think the

challenges for audio ads are similar to the challenges faced for ads in general which is you know the main two probably being you know where do I place the ad and how do I place it to uh not annoy the users so much they stop playing the game um so with tap Nation uh you know through the AB testing phase the first thing we do is we talk about frequency uh and how to kind of set that up in a way that we can test that so that we can understand how well the players receive the format um and then how far that can be pushed in order to kind of get the best on both sides of of monetization and player experience and then in terms of where to place the game so or where to place the ad sorry um again as Vincent mentioned there the the style or the format with just a small companion Banner lends itself to being in the game um which is the power of audio ads you know that ability to place it inside the game play either link it to a mechanic or just have it kind of on the screen um so the player isn't

disrupted uh but they can still you know we can still connect with players uh in that form so frequency um placement and then Banner um size like that and then from The Advertiser side it's how do you how do you kind of optimize for those for those campaigns uh and again the banner is a key part of that enabling a click through um so yeah I'd say overall it's kind of where do you place it and how often do I place it and we we work with tap through the testing phase and and that's kind of how we got there that's how we got there yeah that makes sense um not specific to AUD but in general wincent recently Google introduced their better ad experience policy uh you might be aware to limit the amount of intrusive ads that we are seeing within the levels while users are playing the game and what steps is tap Nation taking to build a better experience in that sense considering this type of limitations in the in the industry yeah sure so um of

course as hyper casual for us generally speaking it's the more ads the better um intertial being not only by us but also by the uh Network providers often can be complicated to close at least two or Tree close button uh with a timer before that timer on the end card you can easily be uh blocked already quite a long time on on those intertial phase that are more uh that are nonuser generate uh initiated and um and so that's that's a fact um also the level Interruption how do you interrupt the game play is it really only happening in between level into the real pose of the game I think that's one of the most important criteria of Google is not interrupting uh the user experience and definitely audio ads and in-game ads go in the continuity uh of this additional no intrusive uh format so that was for us making sense to in forecast of potential decrease or change of frequency even though I'm pushing a lot our Network today to decrease the close

button timer to decrease the number of template to quit an ad you can ask your network about that you can ask your med and challenge them to have a better user experience for hyper casual it doesn't make a lot of difference but for all the Casual Hy casual games having an easy to close inal is is quite important and uh and yeah we find audio matching uh with this better experience at least it's driving going on this side of the of the revenue opportunity and um and I think we with the audio ads you still have this mute or close button appearing on the companion Banner so the users uh who don't want to uh stop or or not listen the ads can can mute and and close the audio quite easily uh with that little corner button so that was an important part as well of the requirement and and the experience so that uh it can be quick it can be closed for whatever reason if it's sound on or even with a headphones and it doesn't like I think uh otherwise it's quite uh it's quite enjoyable cuz you a little bit like how you listen to radio how you go to the supermarket or you at the coffee shop

you used to listen audio at and uh and even though you pay attention it's not interrupting the screen the action the uh um the game playay of the users uh so that's been uh that's been one of the reason we also try to uh to test those format yeah I guess about just a follow-up question to you Hayden then is how can those Integrations be optimized for for engagement yeah so I mean something about audio ads is they tend to work well with brand so a lot of the kind of ads we're delivering different from the traditional ads you'll see in mobile games of advertising other apps or other games we're working with Brands who are advertising Brands and so on that side of the campaign they're really interested in metrics like LTR and CTR so listen through rate and click- through rates so it's a fine balance between obviously getting the user experience that uh Vincent mentioned in terms of enabling the user to have the ability to close the ad or skip the ad but also the format and the ads being encourage encouraging enough for that listen through rate to to hit High

percentages and you know what we find and again Vincent alluded to that is we're quite used to the idea of hearing ads in an audio form you know radio still does it Spotify free which a lot of people are still in still does it so where is in kind of visual form with Netflix we've moved away from ads so we're it's a bit more of a jarring experience with audio we kind of we're kind of conditioned to still be okay with with that so we actually see very high listen through rates whether you use a skippable or rewarded format anyway um and then that banner I say making sure there's a banner or some kind of clickable interative uh interactive element on the screen helps to um you know keep those ctrs and ltrs at a level that that brand campaigns are interested in and the final thing uh that we think is quite important at audio mob and something that you know is a big part of our package is the ability to detect the volume of the phone and kind of react accordingly to that so it works in two ways from The players's Experience if we take SK skipable which is the format we are integrated with T

Nation at the moment um what we are able to do is work out the device volume with the phone and if we see it below 10% then we'll take that as the user not really you know being interested not wanting to engage and at that point the ad just won't be requested between that 10 to 30% volume threshold uh you can start monetizing so you will get a skippable ad but we understand that the impact of that is that with game sounds and stuff there may not still be a very clear necessarily audible elements of that so you will be eligible for a slightly lower CPM and then if you're above that 30% threshold you can then access you know the higher the higher CPM levels um and really start monetizing monetizing the players thank you they all makes sense um Vincent one question to you as well um where do you see tap Nation going with audio ads next considering new placements Etc yeah um so I think first of all it's it's it's an

Innovative new format uh I think audio ads came out just about two three years ago so it's quite recent compared to the mobile ad and mobile gaming industry uh so it's it's still a very early and and bubbling uh format so that's uh that's a lot of exciting time ads for I feel for audio ads when you understand today the word of Radio podcast all those advertisers that are trowing with this new format now we opening the door of all those two in-game audio ads so I feel like the future is quite bright for this this format and in in in relation with the gaming industry um when it come to the future I think I can highlight two point that we're doing of course um there's not much Partners out there on the market uh I think there's two main player could see like our friends from Odo as well here so uh you guys are the two big partners that are really initiated this format I think it's interesting um we use both Partners I think it's good to be there on the market and test uh every Partners to be able to compare

compete uh and and Benchmark uh the the the Usage Now where we want to go is that on audio you're not doesn't exist a mediation yet whereas other AD format you have this sort of mediation will call back one after each other to maximize the fee rate I think since the format is quite new you don't get 100% fee rate in every geography so the next step that we're trying to do now uh is uh uh once we have audio mob and audio in one of our games is to maximize the FI rate so we're building a sort of H housee mediation to be able to have a sort of fallback so if one doesn't have a field rate then I will backfill that demand calling the other platform or vice versa and you can we can play with the country level uh we can we can play with the ecpm so uh I think that's the technical let's say Evolution or adjustment that that we've been doing and it's starting to pay off to maximize the inventory available there and um and as a next step we I'm a big believer uh in Brands entering the gaming Market I

mean you see the big players like Zinga or Activision going directly to avas publicist all the big media agency to snap uh some some branding budget through video but I I want to go B The Next Step as well with stn since we're a hyper casual publisher we can easily modify your game content uh you've got ice cream there why not brand uh your ice cream cone with agendas or with moik and and I think that uh in addition it's really uh customize branded game opportunity or product placement I would call it and along with audio ad I see a lot of benefits uh so uh I think it it can complement as we said there is the companion Banner in addition of the audio but if you get the product itself the game the product inside the game content uh there's a double Synergy where the brand recall is even more powerful if you play with agendas making some ice cream cones when you hear it the agendas ads and see the clickable icon there's more chance for brand recall there's more chance for engagement so uh relying on on on AIO

mob to help us bring those extra budgets going outside of audio and doing this kind of special operation type of partnership um is I think a good opportunity of growth for for us and and the platform itself as as going Beyond and really merging into the user experience into gaming uh so I would say those are the the two things we look forward to continue growing uh two aspect of the future fors for us at top Nation yeah thank you and Hayden how do you think the Publishers can the most out of audio ads yes so I think there's a couple of things I think as Vincent mentioned um you know mediation is probably where it's going to end up it makes sense uh for developers to be able to you know keep their options open and from our perspective you know that's what keeps us motivated to go out there and you know get the get the best cpms we can get and get the best Fs in in those regions so it's something we're you know proactive on as well and um as as vinon mentioned T Nation you know our API allows whilst there's no official

kind of mediation uh you know platform for audio right now um our API is set up to already kind of allow that on a uh internal level so you can request that information prior your CPM information prior to that um ad request and use that information to you know mediate internally so yeah that's that's definitely something I think we're going to see become more more common uh and then secondly and it kind of links to Brand takeover but generally I think there's just going to be more Innovation I think as uh other AD revenue streams start to get you know stly more stretch and squeeze with things like you know tracking idfa restrictions etc etc the alternative you know Revenue models are going to be explored more and what we hope to see I think from audio is just more creativity around how those placements added so really looking into the rewarded um format type uh linking that to game mechanics and you know really integrating the ad experience um into

the game which is you know fundamentally one of the USPS of of the audio ad format that ability to to link it directly to a range of game mechanics or or gameplay um and to the player you know better attention better engagement just better overall experience with with ads thank you I guess we can save the last 10 minutes for questions from the audience cool if you don't have any questions done thank you so much thank you guys cheers thank you so much