How to harness the power of playable ads

[Music] oh yes I'm gonna talk about the probably the most exciting things in this conference today label ads and what's gonna happen in 2017 basically so I also only have ten minutes but if you have any pressing super important questions then please ask them please interrupt me and just raise your hands and we'll I'll repeat the questions I walk in here basically really short of me I'm a general manager for chartboost for Europe and India I'm also co-founder of a company called cloud games who makes playable ads and chartboost who loops who don't know where we'd integrated in about 300,000 games where mobile games advertising network basically working with all the big guys as you can see a journal today first to

talk about a little bit about the Volusia mobile ads you know how we get to play balls which is the end state that glow and Holy Grail and then why this will happen now in 2017 what's what's great for the play balls and then we're gonna share a little bit of our own knowledge on you know testing and optimizing playable ads so if we look at a very non-scientific graph that I created we put up basically to access to describe how you know how to compare different ad units the first one is eCPM only basically the money that each ad unit pace and this is you know this is especially for the game developer right this is what's important to that person okay how much are they actually making the second one user experience which is extremely subjective right this part is basically combining a player you know it's the game very intrusive or is it actually can it actually appreciate it and it's for the avatar so it's you know how engaging is the ad so they hire

those to score the heart by only on the x-axis right so if we go through history about four mobile native apps start off with banners coming from the web you know everyone knows this format but it's not appreciate about anyone basically bad experience the reason you click on it mostly is because miss clicks takes up a lot of game space like no staff right it doesn't well either I don't want to talk about that anymore next one is starting interstitials between levels pretty straightforward type of game so ad units decent payout this is you know bread and butter still for a lot of companies out there yeah enough said I think building on that we now have you know animated gifs I'm sure you have seen them out there they start to come where you have a little bit of cinematic experience right you can get a couple seconds of moving parts which means you can actually describe the game a bit better or describe whatever you're advertising it better and make it a

little bit more entertaining as well fully for the user so pace better better conversion basically and better user experience then we're moving into video yeah 15:16 was really the boost for video static interstitial sorry interstitial video you know can be entertaining can be good for user pays well even better record video user initiated pays better because it usually brings better user into the new game and and it's usually more appreciated by users because again you have to initiate it yourself right then we come to the talk of today the playable ads this is good because from a user first of all most of times you can clip click away these ads if you don't want them right so it's it's user initiated as well and it's user engaging and if you have a good player that you actually enjoy playing it you can play the ad a little bit and then you get prompted to play the game so when this is done well this is really

really good for the advertiser obviously because it's highly engaging it's good for user because it's not annoying it can actually be fun and it's usually really good for the publisher because the CPM is usually high and since we're in the beginning of playable ads era so to say the CPM is still not higher than video but I believe that in 2017 end of it will probably see a normal playable ad is you're going to out beat video you can quote me one if you want and then one I'm not gonna talk about it was static sorry it's the the native format you know which has been around forever and works sometimes but hasn't really taken off in 15 years whatever so yeah so just lay the groundwork this is where we are today this one I'll talk about and so key basically then as I talked said before

about play balls is that you know the balanced value is it's basically what the key point here you know it's good for the game developer because it pays well it's good for the user because it's not that intrusive and connection with fun and it's very very good for advertisers because it's highly engaging right and the second thing that's really good with a play balls is the retention in LTV as the user you get to try out the game so you know exactly when you get when you install it which means that you're very a lot more likely to stay in the game and keep playing it right and high retention leads to high LTV it's the best proxy out there basically and then with the high LTV comes high CPI bids together with highest rates and stuff which leads to very high CPM okay so just to give a little bit of an example of an ad that we create it's relatively simple other Steve works really well is four slots game this is what you get then you click you see Colt action type

the spin you click spin and it's been so much and surprise surprise you win I spent a couple more times and you win two million points basically and then after this you're prompted we install together short sweet entertaining but still powerful and so I wanted to share a couple of tips also you know things that we've learned by making playable ads at short bursts and it's first of all the most important thing is to get engagement to get the user actually to start playing that right so the key thing that we've seen is the second part here and that's basically to make it really really really clear what to do right so don't have any clutter are the call to actions you know just make sure that you actually bring people into to playing it this is an example of Vinod

that we did for for big fish games this is gamma drop so I can see this is this is the first version you know and then this is we're not proud of this let's put it that way it's very cluttered it's not really clear what to do the call to action is as you can see down here and the pretty small down in the down left corner you have a second call to action which is download now as well so if you take this as kind of a baseline um you know this is this is not great work and then well the thing with this story is that this still got an engaged braid of 42 percent so then four out of ten still engage this and even though you know it's semi confusing right however what we did we did one iteration on this one and super simple we just took out all the clutter made it super clear and we made it like this right one call to action bouncing arrow and a little movement over there it's not really clear what to do to be honest but it's very clear that you need

to engage in it right you need to actually click for something to happen and this change the play rate from 42 percent to 70 percent and this by itself since it's almost double the play rate it almost double the CPM as well another thing is just like with games you know to need to know you're targeting right so as we do campaigns that means I'm sure you do targeting as in devices insurers and user demographics but think also about the kind of you know what's the kind of gamer you want right what can a game gamer you are after and then build the game according to them so you know look at these things and make sure that you target you build the ad as the target audience or and then finally the thing with playable source is that this is a game I mean this is an html5 version of

the game right you don't run it right then for native you write an html5 and you can you can analyze anything within that game right you can you can use the funnel you do the game playing funnel to much deeper to to much greater depth then you can I mean the static you can't analyze that much video can understand it but in mid-table that you can analyze almost everything so I mean make you so that the most obvious one is play right play you know how many people actually interact and how do they interact and later and when you come from interactions how many people stay in the in the game and how many people actually download from there right so to conclude you're making experience you're making a game playable game playable ads downright it's a mini game basically it's a it's a start of the game that you're advertising so it's not enough to

just make something to just show it off because then it doesn't convert and does engage it's not it's not a good experience so treat this as as a game basically and and and and build it for the gaming audience thanks guys [Applause] [Music]