Keynote: The Sound of Incremental Revenue: Why Audio ads are What’s Next in Ad Mon,

foreign [Music] [Applause] thanks everyone you're here in the monetizer track now we our next session is a keynote now what I'm going to suggest is it's our one of our keynote speakers is from our track sponsor audio for whom we're very grateful uh I believe we've got a a video uh for the sponsor that we can play before I I invite Odo and Global to the stage so guys can we play the sponsor video [Music]

we've been told that perfect mornings exist for the lucky few that morning people own the waking hours but the truth is mornings belong to all of us and while your morning might look like this or this or even this your mornings are what you make of them [Music] [Applause] all it takes is saying yes Starbucks morning yes [Music] [Applause] great thank you and no doubt we'll see that again later but for now I'd like to welcome them to the stage for the next for the keynote uh sound about the sound of incremental Revenue why audio ads are what's next it's Amit from Odio and Ryan from Global so uh

mm-hmm hey microphone hello good morning good morning this doesn't work hey hey Works Cool good morning everyone I'm super excited to be here and we're also super excited to sponsor this scrap room again for the second year in a row last year was our first year attending Pocket Gamer connect we had a great time and again we're super excited to be here today to present you what we've managed to achieve during the last year and talk a bit about the sound of incremental Revenue so odia was founded by Gaming and mobile monetization experts coming from leading gaming companies dating ad monetization companies myself and my co-founder of sits here on the crowd we're iron Source employees for about 10 years this is where we've learned all the ins and outs of mobile game monetization industry and

not only that but you can see a part of our team here the great team that we have we've grown from 10 people last year to 35 this year showing the growth that we were able to achieve but also being backed by great investors play Ventures one of the leading gaming early stage Ventures that invested with us also we have Eric soifer Anton Goffin from huge leadership from triple Dot and also our great Partners from Global with Ryan here that will take the stage and give you more info on what brands are looking for and excited within the gaming space foreign so what we do at Odio is basically we connect Gamers developers and Brands using Innovative in-play audio advertisements and what you see here the three main benefits for gaming Studios is that our ads are complementing rather than competing with the current ad stack and this means that we bring pure

incremental Revenue coming from Brand advertising again Ryan will tell you more about it soon but what we do is we provide a frustration free experience for gamers using our non-intrusive audio ads that allows Gamers to continue their gameplay time with no interruptions being able to listen to the sound and the background and continue playing their game and at the bottom line what matters to the game Studio obviously is that we provide incremental Revenue using our ad Solutions you've seen the video before but this is a better example of our different ad units that we have today so we obviously have the banner audio which is a standard 320 and 50 Banner that we're supporting with an audio ad running in the background again as you can see the banner is playing and the audio is playing in the background you'll see a demo in a second but the more interesting address that we have today is our icon audio proprietary ad unit as you can see it's an icon sized ad units

it's very flexible it could be positioned anywhere on the screen it's up to the developer to decide and at the end of the day it gives also the users the understanding of more context of what kind of audio ad is running in the background now and what's happening within their gameplay experience another important thing to manage oh sorry to mention about the banner audio is that we've just released our first of its kind admudiation adapter for Max for uploaded which means that today we also support the ability of running Those ads through the banners this is a short demo that will show you an example of how the ad really sounds like in a gaming experience [Music] little cookie here will make a devoted companion a best friend for life so given the love she deserves and pets in a pickle will cover the rest get your instant call to see how much you could

save for better insurance policies as unique as they are visit pets in a pickle dot Co dot UK foreign [Music] trusive experience the gamer can continue his gameplay time No Interruption whatsoever the ad runs in the background the icon audio comes along with it to gives additional context to the user but what we're talking about why again doesn't matter for game developers so we've mentioned it before this is incremental Revenue this is new in Play real estate that provides also Global field not just us not just tier one but Global field that we can provide eventually we also provide a better user experience because let's face it if we're looking at casual games today Hardware casual games today the user experience with so many ads that are running in the game are just interfering the user experience at the end what it equals for is greater LTV

higher Arc now and with our clients today we support more than five 400 live games that are integrated directly with our SDK about 40 Studios some of them listed here with their names mostly hyper casual to start with now casual as well but additional genres that are now joining and enjoying this new ad Revenue stream we also have some case studies that we released top Nation one of our probably top clients had reported an increased arpdale of eight percent by using our solution this has been validated through six months period and we're already working with them for more than a year now and seeing the success going into many of the different other games so before I'll invite Ryan to Stage so just a short intro on what makes Brands open to advertising in games because as we all know we've heard this promise of

Grants coming into gaming probably for the past 10 years but in-game audio makes this a reality not just a promise so brands are looking for brand safety experience which is exactly what they can find in a mobile gaming environment they're looking for a positive experience and again this is what we're giving to users they're looking for diverse demographics Mobile gaming has it the most diverse demographics ever Global demographics and scale three billion Gamers that are playing today this is what the brands are interested in these are some of the brands that we see advertising with us today it can go from Finance cars could go to mobile phones and even music record labels that are now running campaign with us to get more exposure for their artists and music players so thank you so much I'd like to invite Ryan from Global our great Partners to tell you more about what brands are looking for in the mobile gaming site

thank you thank you Emma thank you for having me really excited to be here it's my first time um so as I've been said so I'm I'm Ryan I'm the commercial Dax director so I work at Global I've been there for eight years um and rather than me trying to talk through what we do as a business I will play a short video which is much better it gets to the point it's a bit loud and hopefully I'll wake those up that are aboard me already so let me just give you a bit of an overview of what we do at global and how we work with big Global Brands and how excited we are to bring that to the mobile gaming Market [Music] thank you [Music]

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so thank you very much so um you would have seen for the video that we are a big big media business so we work with biggest radio brands of the UK so through the biggest radio stations are capital hot and smooth UK's three biggest commercial radio stations Global's the second second biggest news broadcaster in the UK we reach over 50 million people across the UK on a weekly basis to our radio stations on top of that we have a big outdoor business with the largest outdoor media owner in the UK we have over um a quarter of a million frames across the UK and Europe so we're a big media business and the reason I'm saying this and talking through this and if it will do is not just to tell you how great Global is as a business is to demonstrate how we work with big Global brands on a daily basis and while we're so excited about this partnership with Oda is they do what they do which is incredible they bring in brilliant Partners Publishers have a great technology that can inject audio ads

into Mobile gaming content and through working with us we talk to brands on a daily basis our view is that they love this environment new audiences a reasonable scale so we can bring those big big Brands and that promise of bringing that to the mobile gaming space is a match made in heaven as they say they say so um I'm here to talk about Dax today which is basically the third pillar of global Dax is a digital ad exchange we launched eight years ago with a vision to create a single access point for advertisers to reach users engaging on audio content in whatever environment directly or programmatically at scale so we've spent the last eight years working with big Brands big music streaming companies SoundCloud our biggest partner we introduced ads in the UK six years ago for them we have our own radio stations we work with big podcasting platforms we work with big broadcasters like ITV and sky and we help monetize their podcast

content so the idea for Dax is if you're an Advertiser you're trying to reach a user in an audio environment you can reach them through Dax directly or programmatically to access your audiences at scale and we have a whole host of exclusive Partnerships so you work with premium Partners so as I've mentioned SoundCloud to tune in to Big podcast broadcasters and obviously now audio and the Publishers that they have and they represent we are getting brands in front of their users we help to support and monetize their content and monetize the games so when we talk about dacs in Market to our clients to our agencies to our partners of course we talk about our big radio Brands and our streaming services and our podcasts and outdoor but gaming is now at the Forefront of those conversations and the reason is being able to reach those audiences at that moment in mobile games didn't exist before from an audio perspective through our partnership with audio now we can

now put those big brands in front of the audiences and help understand how they engage and how that can perform and how that can monetize publisher content as well as the living really effective audio campaigns for big brands so we introduced Mobile gaming um to Dax about six months ago and really the three key pillars and points of why we did that is number one this is a game-changing audio format so it's not intrusive as Adam it's already talked about it's a big opportunity for Brands to tap into those magical moments when actually it's more difficult to reason through any other medium so that less intrusive format provides a really nice opportunity it's a seamless experience obviously the partners that Olio bring into the network they're fully vetted it's brand safe um and obviously these environments that's critical when you're working with big partners and big Brands to know that you're accessing those markets of users in brand safe environments is massively important is probably one of the biggest

questions that we have when we talk to clients and advertise about the environment so being confident and talking about some of these big Publishers that we work with and you guys maybe some in the room as well and some will be here this last couple of days that makes a massive impact for Brands and it gives them that opportunity to feel more confident and comfortable put their ads in those moments environments and finally this new opportunity to tap into the moments is so important when you speak to clients and planning teams about how I can reach that audience at a certain moment in time when perhaps I can't do that through any other format or any other platform and I've got one slide that we sort of talk and land about in Market when we speak to clients about what is that Mobile gaming opportunity and and this slide for me sort of solidifies why we have these conversations why it works so well for clients is this is kind of what your average streaming radio listening patterns on average so of course with radio stations you often get those big spikes in the morning break for shows Etc and then you slowly get that lull towards that sort of evenings early

evening time sort of five to nine what we've seen of delivery and also game users and resets we've seen is mobile gaming is consistent tapping in tapping out throughout the day but we do see big spikes from five to nine pm and this is where you see A Drop In traditional radio and streaming listening so that moment for a planner where we can say to a client okay when you're sort of reaching in an audio environment if you can tap into a moment when actually you can't do that maybe let's say through radio and streaming and podcasts it opens up new possibilities and opportunities and this is what lands really really well with big clients and Brands trying to reach new audiences at new moments so um what have we done so far so since we launched in June with Odo we've run a lot of campaigns now some of these are getting bigger and bigger but what's really good is we've got over 600 brand counts so over the last six months we've delivered nearly 600 Brands into Mobile gaming experiences through audio so it's no more just a nice to have and

oh let me test that campaign it's happening already big brands are running in in mobile games so the moment now is to take advantage of that and how we can show and demonstrate performance how we can demonstrate the role that it plays how we can demonstrate return on investment brand affection this will just drive more spans and bigger budgets into into Mobile gaming so on top of those big Brands you'll see these are campaigns of run on Dax into these mobile game environments so big Brands like supermarkets um telecoms big Brands like Coca-Cola Disney they're all tapping into these moments we're seeing this happening and the team out in these conversations regular bases now um rather than sort of take you through a load of cases I've got one more slide it just sort of demonstrates um I haven't got the brand on here because it's confidential we haven't had sort of the go-ahead yet because the campaign's just finishing but we represent Dax in the UK US and Canada and one of our campaigns in the US for a

gaming uh for a health and fitness client I wanted to sort of share that with you guys it's such a brilliant example of how mobile had an impact on audio campaigns for clients so we started a campaign back in January with this client that would run across our music streaming stations of radio brands we integrated with odium started work with audio in in September we'd finally sort of got a test budget for gaming we said how about you tap in and try Mobile gaming to try and increase your downloads or usage of the apps we did a small test the kind of musically came back and said what have you done differently to the campaigns we've started seeing an increase in performance so we talked them through what we were doing that we were adding gaming to the plans they then doubled and tripled their campaigns now this isn't common if a campaign's performing well you increase more money you increase your share but what we love about this is they did just run one standard creative they they saw performance increasing they understood that different audiences playing different games they had five different creators

that they created against five different audiences and they started running these in-game audio ads against all of these five different audiences and it massively improved their performance so they went to nearly quadrupling their budgets by the times towards the end of the year and for us specifically at Global index by them testing gaming and seeing these new environments worked and improve their campaign performance they then added podcasting to their campaign and then they added audio articles their campaign so actually gaming was a catalyst to show by diversifying outside of your traditional radio and streaming performance campaigns adding new environments like gaming tubbing to new moments and audiences had a really big impact and this is now a big Advertiser consistent spending spent every month big budgets now and we hope to see this continue more and more with bigger brands in the UK and of course the us as well so just to wrap up now from my side so I

guess this is a bit predictions but you know ultimately it's it's what we think is going to happen this year it's not just a nice to have it's happening now so we believe that audio ads they will continue to attract big big big Brands but also bigger budgets a bigger part of that digital campaigns we're really really focused on Creative excellence so it's not just take your radio out and stick in the mobile game we want you to tailor your creative to reach that audience that will resonate better to improve performance and deliver greater Roi and then finally programmatic interestingly in the UK the Direct business is bigger than programmatic every other Market programmatic dominates digital spaces we're slowly seeing this start to adopt but we know this will blow up in 23 and we will see additional incremental digital revenues out this and new client which is exactly what everybody wants new specs incremental budgets and new advertisers um and that's it for me I'm going to hand over to Amit to wrap up

foreign [Applause] just to summarize what we discussed so as we said and Ryan did it very nicely Inge Modio is a great way to grow incremental Revenue without sacrifying the play experience brand spent on digital audio are grown rapidly this is a real reality that is happening now and obviously there are a few things to be aware of to make your titles a great fit for brand ads we do not take any game we work with the games specifically and trying to tailor the experience and the placement using our best practices to make sure that eventually we do generate the best results for our gaming Publishers but also for the brands as well so this was us thank you so much if there are any questions I'd love to answer Ryan is also here with us any questions

yeah what's quite interesting obviously traditional banners is what people are used to in mobile games but having that icon format I think because obviously the publisher can decide where it sits and where on the on the screen brands are slowly sort of understanding it because it's not sort of a traditional format so you need to sort of educate and talk about what it is and how it works but ultimately because it's audio the idea is less about performance and click-throughs even though you can do that great it's more about branding experiences so just having something with a brand that sort of resonates if you want to click through you can it works well so brands are sort of getting used to it but I certainly think they yeah they're they're loving the new format they're loving the new environments and I think it's just something new to take to that agencies to take to their clients to sort of

excite them so yes it's working and yeah we're seeing sort of success and more and more answers and clients want to get into the space thank you very much appreciate that [Applause] [Music] [Applause]