How to leverage branded video to better monetise your game

[Music] hello everyone everyone can hear me awesome I feel like this talk is just the continue of the previous talk they would that I was just here so my name is Shai I'm addicted to games I can tell you that in addition to that I'm the VP games and apps it will be so some of you already know will be is an award-winning programmatic advertising platform and today I will be speaking about how to leverage branded videos to better monetize your games initially when I was asked to speak here I created a 45 minute presentation with hands on points and tips lucky for you I only have ten minutes so I will not exhaust you to do that but if you have any questions feel

free to reach out after the presentation and so let's get started now before we try to understand how to make our games more appealing for brands let's talk about why games are is such a huge platform for brands so we know today that there are over 2.2 billion gamers worldwide almost evenly split between all age groups and genders we also know that a vast majority of time spent on mobile is spent playing games so where are all the brand advertising who can tell me here what is their percentage of revenue coming from branded videos in their games anyone can share ok not everyone so probably not too much up until not too long ago game developers suffered from a lot of bias around suppose mismatch between the brand goals and the quality of their of

their users and some were concerned about the technical difficulties integrating with games some are uncomfortable about the idea of rewarding the users for the views and others were uncomfortable about pairing premium brands within gaming content we know today that this is drastically changing and brands are now aware that gaming is a must-have channel within their media planning and so what do they want they want your audience they want their time they wander undivided attention we know that over 1.15 billion hours a month are spent playing mobile games so today we'll try to understand how to make our game more appealing for brands to get on board with this fast-growing industry as we can see here so what's in it for you first of all its money obviously and

brands are often willing to pay more for each complete view generating you a higher CPM the second is quality premium brands given Association of quality to your games the third is better user experience we know that opting branded video ads give are the least intrusive form of ad giving you a higher lifetime value and the fourth is this one I feel is the most important one is you simply can't lose it's a no-risk monetization as you're being paid on a CPM basis you get to keep the users active within your app there's no call to action at the end of the video and you're simply not advertising your competitors within your apps so what are brands looking for first it's your audience advertisers are turning into user data to target their campaigns better so try

to dig as deep as possible anything from the demographic composition to their hobbies and intentions will help target the campaigns better the second is the art experience try to find some unique and appealing placements for the brand's this will not only complement the user experience but encourage the brand's to partner with you and this is very important your art space make sure that the ad is fully visible to the user there's no other ad showing at the same time full screen is highly recommended from our experience I can tell you that brands and agencies use tools to verify these metrics so be ready to deliver your game we all want to have an awesome game but we want to encourage your brands to partner with us so we need to make our game appealing for the brand's anything from the user

experience to smooth graphics will definitely help okay brand perception before deciding if they want to start spending being with you they're likely to research you things that they're looking at are your store ratings the store category match your reviews both on the store and other social media and your site your website as well the results advertisers often use the term outcome based buy meaning that you're gonna be measured on the campaign results and things that they're seeking after are the user engagement VTR and CTR viewability rates will quality views obviously and beyond campaign impact so up until now I hope everyone is still with me okay our silence is also it's

always good so let's dig deeper here and try to figure out how to get on board here when talking about opt-in branded video ads we like to talk about three main elements timing content and mindset you know everything in life is timing and looking at this example here I'm playing a word puzzle game when I'm just about to complete the word I found the last letter da and at this point a full-screen branded video interstitial comes up branded video interstitials can be a very good effective monetization solution but very very harmful when misplaced right try to meet the users at a place when they're out of action so anything between levels or when they're out of coins or out of lives will will be much better content the content of

the ad itself is divided into two the content of the ad itself that and the content of the premium item that you're looking to monetize the content of the ad itself is up to us as your advertising partner so we're probably not going to show an adult diaper video to anyone here in the room at least not for a few more years but the premium item is up to you so looking at this example here it's a racing game the user is out of fuel the ad on the Left offers the user to watch a branded video in exchange to get more coins now the user can watch the video get the coins go to the store exchange the coins for more fuel go back to the game and continue playing that on the right offers the user a full tank of fuel in exchange for watching the branded video now the user can simply watch the video and continue playing from the same spot without having to do another action by combining

the right timing and the right content you're not only getting two users to engage more but you're creating a value for the band and brands are often willing to pay more for this value mindset so my set is exclusive to in-game looking at this example here it's a poker game I hope everyone can see the user on the left here had pocket 9 she went all-in and he lost this round the user on the right here had pocket Queens got lucky and won now the user on the left is in a state of mind where he needs help if you can understand his mindset and address it an assist assist the user he's more likely to engage at this point offering him to watch a branded video in exchange for more coins he's very likely to watch this video engage and continue playing in order to get back to the game and maybe be the guy that just took his

chips if you offered the same offer to the user who just won he's on a winning streak he just want to continue playing he's less likely to engage and be more annoyed if you're offering him to watch a video and get more chips at this point okay so I hope I have some more time it was very quick just the word about programmatic so we live in a programmatic world today and if you'd like to get higher bids you would need to provide value and value comes in a form of data so the more you give the more you get and this will conclude the session for today I hope I have some more time for questions we have just one minute any questions this one I'll have to ask the marketing team anyone else ok guess I guess I was

very clear you have my email here if you have any questions feel free to reach out and thank you everyone [Applause] [Music]