Mobile Ads Monetisation: Stop Shooting Yourself in the Foot

[Music] thank you [Music] now it's time for our first Speaker uh this uh as fast speaker is Oleg from clever ad Solutions who will be talking about mobile ads monetization you need to stop shooting yourself in the foot basically um so he's going to teach you about that um if there's time at the end of the session uh we'll be doing a q a and I will be helping out so if you have any questions for Oleg just put your hand up and I'll come over with the mic and then you can ask a local question so please welcome to the stage Oleg

foreign [Applause] hello my name is Alex tremovich and I'm CIO and co-founder of PSV game studios HIPAA kids games and collaborate solution firstly I'd like to thank my our European friends for at most especially the organizers of PGC connect for the support for the Ukrainian people and Ukrainian 80 Community they appreciate it very much as for us PSP game studio is among the world top five developers of mobile games for kids or with over 200 games in Google Play and App Store Market the total downloads of our game has exceeded uh nine uh 100 million over the last six years during the next 15 minutes I will be

sharing my ideas about its monetization I will include some advice which hopefully help you not to shoot in the food while setting up the monetization and integrated the most popular imitation platforms and then we will try to choose the best one before we die driving I'd like to say that its monetization can be generally divided into two parts internal and external the internal part is about uh placing ads in inside your this is the game designer role the main cap is here are eight Square Dau and user engagement on other hand the external part of instrumentation is about ecpm beating waterfalls price floor and so on this is the responsibility of Earth monetization manager both spots are very important and should work together in harmony

when one part walks incorrectly the whole monetization approaches will be negatively affected and you will lose your Revenue now let's speak a little about our vocabulary there is some very important terminology which should be understood clearly ecpm ecpm is a estimation Revenue per mile 1000 of impression it's used for measurement of AD Network quality but it seriously without other very very important criteria much rate every time when we want to show an ad we send Ed a request to every Network when net Network finds the edge the network returns it and we consider that the request is matched match rate is calculated as percentage of found at much request between the total number of requests so these two

criteria can be used to measure Effectiveness effectiveness of AD Networks but they are not so good to measure and try as mediation Effectiveness it's very important do not uh confuse much rate with the display rate the spray rate is the percentage of shown ads Impressions between much requests it can never be 100 and usually is not its monetization responsibility the guy who responsible for it is a game designer or ad game designer multiplication of display and match rate is known as fill rate fill rate is a percentage of impression out of total request number and some companies is used one as one of kpis of instrumentation manager but I think this is not correct otherwise it's idrpu average adds daily revenue per active user is the main mediation measurement

criteria it shows how much money we receive from a typical user in the most important this is the most important kpi for ad monetization manager it's very important not to mix is this ID rppu average daily revenue per paying user I recommend also measure the churn rate churn rate is a percentage of user who leaves the game you should check the churn rate often time mediation and every ad Network because in some Network uploading for example you need to close it up for three times for container playing it's affect retention greatly uh and uh affects user retention as another two very important keywords are latency and ecpm decay latency is a delay between initializing the ad request and time point when the

ad is ready to be shown to reward latency problem I strongly recommend escalating and Edge request immediately after the previous one has been shown and just after installations the initializing the ads mediation SDK last but not least is ecpmdk this is a very nasty scene which I mean a drop of AD Revenue after each ad impression the reason why the revenue drops is a Tropic of another election and we will not spend time on it to minimize it I recommend using mediation with maximum number of AD networks and limit when it's suitable of course the number of daily impressions for a daily active user generally there are four ways to integrate its monetization first is using one network it's the easiest way second is creating in-house mediation system which is the hardest way so it is a classic sort of classical

mediation platform which significantly increase Revenue compared to One Network solution and decreases development time compared to in-house mediation however you should spend required amount of time setting up the waterfalls manually and force his programmatic mediation I think this is the future of mediation its projected to eliminate up to 95 percent of time requiring for setting up which you would usually need In classical mediation solution now let's go directly to directly to tips and tricks today tips are not typical because they cross the borderline of ultimatization manager responsibility nevertheless they are extremely useful the first tip is to set the user H as high as you can I recommend setting your audience HS adult or mature in almost all non-kids apps and games actually there are five

categories adult no filter no restriction you can show gaming gambling alcohol dating and so on this category has maximum CPM but can engine approved people a leading to a possible slight decrease in operating mature mature writing excludes date and gambling and direct sexuality in it I still have a respectable ecpm but of course not as high as adults it's suitable for absolutely all gaming games excluding the child directed apps since this category has maturity restriction and exclude violence and drude language the Restriction affects your Edge Revenue greatly greatly because it's restricts more than 40 percent of Earth and the last two categories are PG and G

they have very strict filters and suitable only for kids audience for maximize it as Revenue I recommend set it up age in the store and ads Network at the same and maximum possible level if you're content writing in Play Store is higher than you you will lose your potential profit on the country if your iterating is higher than the content ranking of your apps your risk of having your app dilated from the market by reviewers the second tip is to look not only at idrpo but uh xltv2 this means that aggressive ultimatization strategy is good for hyper casual and sometimes for casual games however it affects retention in games with a long game playing and in turn Revenue so higher idrp you

on the first day probably not cover decrease of LTV on your 16th days get into the specifics my advice not to overuse interstitial in meat core and hardcore games but use then intensively in hyper casual and any elsewhere user engagement is less than one hour the third tip is to connect to the second end is to a B test and check how disable and playable end cards in every networks in every ad networks will affect your LTV and churn rate it's especially good for Unity vangu and the iron source with uploading the fourth tip is to send depression level data to your analytics system this will help your UA team to set up T row sales campaign even if you are in the developer you can send impression level events to Firebase and then try to run Heroes campaigns in Google ads

it's much easier than it seems the fish tips don't claunch several ad placement at one at format the best practice is not to use one ad placement for is to use only one end placement for each at format sorry in some cases some developers use several calls in order to separate each call for analytic purposes actually it doesn't make any sense because you can use any software for analytics and receive much more data you will lose your Revenue if you have such type of integration if you have three placements for rewarded video for example most probably you will receive the same responses for them this means that you will show the user 3 same ads it will limit user experience also with cpmgk of such user will be much higher you can lose up to 75 percent of Revenue by the search impression

but if you use only one places for all rewarded ads you will receive your as one after another and the mediation algorithm will help you to minimize ecpm decay the six advice don't forget to receive users concern user's concern is a critical tip for Edge Revenue increase as it allows to show apparent personalized ads in EU and us it also means that if you integrate any classical mediation solution which doesn't have such dialogue and you don't set it manually you're at risk of huge balances according to you and you as regulations in any case it's much better to show user consent dialogue crazy not to show and as the sub tip is to hide and complicate user options to disable personalized at as you can you can find the typical dialogue sample on next

slide and the last but not least for increases increasing ad revenue is don't forget about forget about up at txt the surprise in fact that some developers forgot to submit it on the website or forgot to keep them updated and they lost a lot of money because of it it keeps this in mind on this slide we can see the difference that insane in same app we have up at 60 and don't have up 860. so classical before and after now let's go to mediation so how can we make the right choice in the last part we take a look at the main mediation platform in the market and what are the most important criteria

for the chosen actually there are three essential points uh of course it's profitability uh Simplicity of integration and setting up and the tech stack the best way to understand profitability of mediation of course is a b testing of mediations regarding the Simplicity of integration we should understand how easy is to integrate integrate SDK how difficult to set up a waterfall do you need to create and manage account in each Network and of course support response time favorite here are programmatic solutions regarding test tech we need to understand of course ironer and crash rate and granular reporting possibility let's take a look at each mediation solution as we have a limited time I will describe only K advantages and

disadvantages all classical solution has the same main Adventures they don't charge any Commission also admob has very good course promotion system Max main advantage is a tech tech and iron Source has more friendly interface in my humble opinion let me say some words about disadvantages admob has extremely poor support iron Source has Beach Rose test tech and Max has limited opportunities for apps with less than 10K Dao also all these medications mutations are affiliated with relevant ads Network it's not very good after the me MD between unity and iron thought I think that we we can forget about Unity mediation uh now let's look into a programmatic

mediation platforms which are collaborate Solutions and upper deal the advantages are one SDK for all networks they're easy to integrate you don't need to set up a waterfalls they have responsible support and they have free cross-promotion but they both charge commissions upper deal has the best interface the biggest question for Rapid deal is its Tech and rate is not low enough also it's a fairly affiliated with a upper deal with machine the last platform is clever it's solution the advantages are it's only uh it is only midi independent mediation platform and absolutely free internet intellectual cross promotion as for the disadvantages I should accept that Enterprise and

customization of collaborates are weak points but now there is some work is doing for this and now you can choose what kind of solution you should use manual or automatic just like in a car you do some specific trick using manual jiggers but automatic shift is preferable for me anyway in any case choosing classical mediation is a system if your dial is less than a fake say 5K means wasting a lot of time without significant uplift uh most mediators have Affiliated ad Network so they will have a conflict of interest the publisher wants to maximize his ads Revenue but Affiliated ad Network wants to win the auction with the minimum minimum bid and then use this cheap impression for advertising the village for for example Lion Studio

so which one is the BET how to choose the proper platform there is no right answer you should a B test them so uh how you should test you should test at the same time in the same app so you will you should use two versions the best practice is stage rollout in Google Play when you can roll out your experience experimental release on 50 of your audience I recommend to use up this day you more than 2000 users it can significantly decrease testing time of course you should compare naughty cpms but idrpu and if you don't trust some new mediation platforms then you can run a B test on your average app not the top one or a thin a small percentage of traffic to a new platform in this case you

should me measure edrpu but not Revenue however my recommendation is to use independent programmatic platform for with a hybrid mediation model such platforms work much better than other Solutions due to machine learning a smart segmentation and Big Data finding the best price for each impression so use those tips and tricks and phrase monetization and enjoy the cash flow thank you very much for your attention [Applause] hey Alex thank you so much for that um unfortunately we don't have time for a q a um there was a lot of amazing insights there um if if you have any questions for Oleg I'm pretty sure you can find them around the venue or meet to match or connect with them on LinkedIn and yes their lovely Booth over there which is uh you could see it from here really so um yeah so if you have any

questions please connect with Oleg uh on on site or via LinkedIn or meet to match brilliant can we get another round of applause please [Applause]