IQzone on why ads could be your missing puzzle piece

hi everyone uh my name is Patrick I head of global sales for a company called IQ Zone um we have offices in the US and um here in Amia but um only about 10 minutes I'm going to run through the presentation on some um how-tos as far as making money in your apps um but if you have any questions after since I'm going to skim through about seven or eight slides just uh find me after or we're going to post the presentation on our blog after along with an article that we did with develop magazine that dives into some of these these Concepts a little more so there's three primary ways to make money um uh as an mobile game developer right premium incentivized and display advertising obviously there's certain companies that have made a huge amount of money billions and billions of dollars such as king and supercell doing premium the key takeaway here is that as a smart app developer you should segment out your users and do all three types of advertising um or monetization for your users right they're plenty of tools out there that can tell you what guys are spending a money on incentivized what money what guys are spending money on premium and and and then primarily the

the 90% of users who are not doing um inapp purchase or um incentivize and thus how to make money off of them advertising so the majority of my time is going to be talking about advertising since um unfortunately I think a lot of game developers don't look at that enough but it can be a significant Revenue channel for you and probably something that a lot of you guys know the least most about so there's three types of um ad units that you can primarily do right Banner interstitial and video uh and there's pros and cons to all of them so obviously banners have been around for the longest time um you can get the most fail but it's not the best user experience depending on how you built your game it might be a really bad user experience of trying to Overlay it um um and they see ecpm are low uh inals have really grown over the last couple years as you know companies like choose have done a great job of bringing those into the marketplace for game developers um again uh much higher ecpm and traditional banners but some of the cons are uh clearly if you have a high

click threate you're sending your users out of the game to someone else's game Etc um and if you're not really thinking about the timing or the placement it's not the best user experience and then video has really made a strong I would say gain over the last year some really good companies doing um some really good incentivized video plain video some of the considerations on video is the user experience are you doing a lot of videos are you forcing them to watch the videos if you're doing that two or three times per app session um you might be ruining the user experience but much higher ecpm and if you segment out your users in the right way then that that might be fine because you need to make some kind of Roi on those users especially if you did a lot of uh paid user acquisition the Cons with video is obviously there's just not a huge amount of Supply there so you need to be doing a mix of all these to some extent um if you're really going to optimize the ROI of your your individual users a native is something that everyone talks about a lot what Native really means are two things one it's maybe built into the floor or the stream of the game it's not something that stands out on its own um again CH

boost has done a good job of allowing you skin those apps Etc whether it's a video whether it's a banner whether it's a full screen interal but native really goes across the entire spectrum of display advertising it's simply a much more effective uh I would say much better user experience in traditional banners or interstitials Etc um one of the main pieces of advice that I tell mobile developers when they're thinking about monetization on the advertising side is pick a really good sside platform um Burley used to be really good for game developers Unfortunately they got by Apple bought by Apple and they're they're not here anymore um but there's a lot of good sside platforms out there that will help you optimize all your ad Partners on a country bycount basis um and that's what you really want to do you want to pick three to six domain Partners um that you optimize on a country bycount basis um and then you bring in the right ad format at the right time and that's how you are going to make a lot of money um not just on in app purchase are incentivized but on traditional display

ad units um as far as best practices and and what I recommend to app developers there's four primary things to think about one is something we just talked about is formats right so you should test all different types of formats banners interstitials video The key thing there is um making sure you're working with good App Partners you're putting in um floor cpms you're make sure you're filtering out all a lot of the garbage ads that are out there there um the other thing is that each app is different right so you might have five apps 10 apps um in your overall portfolio but each app is designed differently right some apps are going to design that are going to be able to take banners a little more some apps are casual games where you have a lot of levels so that if you do an intertial one every three times um it's it's going to be a much better user experience if you're a midcore game or a hardcore game right doing a full screen ad except maybe at the end is going to or at the beginning um is the only time you can really do one of those things but you should test each individual app don't

think uh just because this app does well with interstitials or this app does well with banners right or video that they're all going to um I would say perform the same way the key thing is testing testing and more testing um and then also segmenting out your users and optimizing on each individual segment and then I think the last thing is timing so to me uh timing is one of the key things that a lot of app developers don't think about and so um I'm a little biased here but I think doing ads in the getting once someone comes into an app is a really bad user experience for me when I open an app to me I'm I have one thing and one thing only I either want to check the weather or I want to play your game I don't want to necessarily be pushed off to another game or a brand or kayak or Expedia or some other app that you're advertising um and then clearly if you have a high click through right that means that the user hasn't been able to enjoy your game at all um during the app session is something that everyone should really try to optimize right again if you can put banners in there or native banners Etc and it's not

ruining the user experience um then I think that's something you should definitely experiment I think if you have a casual game and you're in a position where you can do one in an intertial or video ad once every four levels if you have a people spending a lot of time in your app um then that's a great way to put two or three in ETC um and then you can also do um ads at the very end of your app session um that take advantage of the user kind of changing their mindset and and being open to something um overall new them because they're done playing your game and that's about it so I want to save a little time for Q&A but um IQ Zone again we're a mobile um mobile technology company that allows you as an app developer to work with your existing ad networks and exchanges to do some very cool unique ad units one of them is what we call a post disal which allows you to show a fulls screen ad on Android um Android um phones when the user is ending their app session which we think is a really great way to allow them to come and enjoy your game at the very end and say hey this game was brought to you

by Spotify or supercell but if you want any more information about that check out our blog uh the deck will be up here and we also did like I said an article with the develop magazine and um you can read more in depth about some of the the topics just don't have enough time to to dive into it yep yeah no problem that was really that was really good that was really uh really informative a lot of info packed in into as perfect actually in fact you today have nailed it more than anyone else in terms of Prett short congratulations so is there any questions there about there's quite a lot shared about the what and the wherefor has anybody got any specific questions about particular it's dinner it's after lunch people people are fling a little bit but fair enough um um I guess I maybe I kind of throw throw one out there um I I was watching some of it I Wasing the time but one of the things I I think is is is an issue is that is that is the when I guess you talks about a little bit but right the concern is is obviously that if you're

what every's talking about now is is how expensive is to acquire users and and and looking after them retention and then re-engagement so surely any kind of advertising which which drives him away from that is is is dangerous well sure again I think that comes out to down to the segmenting of your users right there plenty of tools that says hey this 5% of users are really engaged within app purchase sure don't show them ads there's another um segment of users that are opened incentivized ads offer walls Etc and don't show them ads or don't try to show them in at purchase their coins just do incentivize ads but for most developers there's still going to be that 90% of users um that you need to make money off of and if you do it in a Smart Way mixing in some cross promotion mixing in some social sharing hey tweet Facebook Etc you that's I actually think a great way to bring up the ROI in the average user sure right it's not going to be high as in that purchase but if you're doing full screen interstitials you're doing videos Etc as long as you're doing in a smart way you're respecting that user flow there's no reason that can't add another 20 30% to your average revenue per user

and and and to be honest if you lose someone because you show ads you show one or two full screen ads then to be honest they're never going to make you any money anyways you didn't really lose anything sure and I also think that um in the gaming industry we forget that people are used to ads they really are you see ads in TV you see ads in radio you see ads on your weather app your chatting app whatever the idea that as a gamer we can't put ads in at all as long as you do it in a smart way there's no reason why this is any different than any other type of entertainment vertical fair enough okay thank you very much yeah sure thanks again