Mobile Ads Monetisation: The Tips & Tricks That Make A Difference - Oleg Shlyamovych

[Music] thank you let's welcome to the stage please Alex [Applause] my name uh Alex I'm co-founder of PSV Group which contains three big companies not very big but weak enough so I'll be sharing some my ideas about ads monetization scaling and so on so let's begin at first I will tell a few

words about us then we should understand how should we scale how should we monetize now let's begin as I said I am see CEO and co-founder of PS3 game Studio which contains three companies PSV group one is PSP games Studio which is Keen on ad semantization and which is Keen on game development and game publishing internal game publishing collaborate solution is Keen on admittization and cost publishing is uh keen on a third party publishing stop our company was established at the end

of 2015. in 2016 we start walking and it of course the first year was not very good we got lost this is normal in any company which just started to get lost or at first two or three years then we grow and at second year we got a good results we got about six hundred thousand of uh net profit then uh maybe you probably know in 2018 has happened uh googler similar apocalypses when Google start to show similar ads not not correctly it listed

it length was more than one year and during this time we had a huge falling downward in during one week our downloads fall from 140k to 30k it's affected our business greatly and we understood that we should do something to scale to keep our profits good enough so we decided to create our own user acquisition team and in this moment we understand that current monetization um current monetization is not good enough we used at that time admob we tried iron Source we tried up a deal but no one of this solution didn't satisfy us and

we decided to create our own in-house in-house mediation solution uh and in next year we launched it and if you see we got plus two or almost 200 percent in Ibiza it was the first year where we reached almost uh 1 million next year we were keen on development our solution we understand that we should Market it we uh were developed this solution to third-party players and then we launched it and in 2021 we got plus 20 83 percent of ebit touch so we

grows very our growth was pretty good during this year we found that uh we we have very big plan to grow in Russia and in Europe but the Mr Putin broke our plants unfortunately so our growth is not good enough but it's still much above the market sorry so what is the biggest challenge in Mobile our business the biggest challenge is the scaling the problem in scaling is in general mobile app especially mobile game business that lots of uh indie or young gaming companies uh at first build

games not a business if you're making a business you should think about different game when about different things then you are making a game when you're making a game you should think about uh user happiness the interesting of the game and so on when we are making the game business we are thinking about two a very important thing LTV lifetime value and CPI cost per install so our game Can it can be scaled scalable only if our cpis is less are less than LTV so uh the problem we can be can can come from two sides both from uh poor user acquisition you have a bad

creatives and so on and from bad monetization if you have bad monetization uh your your LTV will be bad enough not to buy some traffic quality traffic so let's speak about monetization regarding monetization monetization is uh to have two parts one part is enough purchases where the main measurement criteria and kpi of the game designer is a average daily revenue you paying users and advantization the problem is that 95 percent of users are non-paying that's why we should use some kind of advertisement

to monetize them and speaking about adventization we can divide it to the two part internal and external speaking about internal part it's about ad types as per daily active users about its placement how much user is seeing your ads is a game designer role speaking about Earth monetization is about ecpms price floors waterfalls mediation platforms a number of cpmdk and latency these all are problems of edge monetization manager so uh two parts should work in Harmony and if one part is a negatively uh is work not properly the entire monetization process will be negatively affected

so you should choose what kind of amortization is good enough so if you will we will make a little chat with it or we should understand that there are four ways to set up monetization the first and the easiest one is to set up one ad Network something like Unity or admob or Facebook or some something like this this is the easiest and I think the less profitable way uh another solution is to create in-house mediation system it is the hardest way and uh it definitely can bring you the maximum Revenue but unfortunately you should

spend a huge amount of time and money to reach such results the third one is classical meditation solution which is some kind of compromise compromise which uh significantly increases Revenue compared to One Network solution and also decreases development time comparing to in-house mediation solution but you still have lots of handwork to do and the force and the last one but but not uh but I'm seeing it's the future of uh mediation is programmatic mediation which prevents you from 95 percent of uh the handwork uh you should just make your ad units and forgot about all

head work which are you usually doing in second and short cases so the main mediation platforms are uploading marks Google admob iron source digital turbine uh and regarding programmatic ones I would mention up a deal and clever at Solutions so which kind of uh solution uh should you choose like in the car you can use manual gear gear and you will have a uh you can make some tricks special trips but in any case in most part of

cases automatic solution is preferable for much much more users much more Developers so how how you should make the right shows I make very easy algorithm for this the first question do you earn 100 dollars per month if no you should forgot about monetization you should improve your another your kpis you should work on scaling about with your marketing with your um a game a page in Google Play and App Store if you look obtain more than 100 euros the second question is do you earn more

than one million dollars per month if yes my advice is to develop your own mediation solution if no the third question is is your Revenue more than 10K dollars per month so if no the most reasonable solution for you will be a problematic mediation if yes the next question is do you have or do you want to have a special monetization manager if you don't have monetization manager you should go to programmatic if yes you should run EB test between programmatic and classic mediation Solutions uh how to choose the correct mediation there are three very efficient uh points the tech stock the Simplicity of uh

integration and setting up and profitability regarding the tech stock uh actually all uh uh platforms have not very bad text talk but some of them has some issues regarding text talk we should understand that uh when we're speaking about text talk we speaking about white of uh I a and our app not responder and crash rates uh granular reporter reporting possibility and uh dashboard user interface friendliness when we speak in about Simplicity of integration we should understand how easy is to set up it do you need to integrate adapters of uh for

each ad Network how difficult is to set up waterfall do you need to create and manage an account accounts in every ad Network of course very important criteria is support response time and the last but not least of course is uh profitability is the most important criteria the best way to estimate profitability is an A B testing how should you provide habitating of mediation platform you should provide it either at the same time you should use it at the same app I recommend to use Cinema sizes audience so the best way is to use Google

Google has special options which name stage rollout you can roll out uh your mediation your new mediation with on 50 of your audience and you will see in two weeks for example the results in one mediation it should showed one number in other another number something like this in this sample you can see that in one mediation you got 400 euros per period in other mediation you got uh 471 so the second one platform is better uh going back I would like to add that uh your day you should be more than at

least 2 000 people because otherwise your will spend lots of time to measure the mediation also I recommend to use uh if you don't trust some Edition you should use not your top up but some midsize up and you can assign not uh 50 of traffic but five ten percent to check uh the uh Crush rate now let's take a closer look to each mediation system two minutes yeah uh at first we will speak about this uh manual ones admob iron Source unity and uploading marks they all have their

main advantage they don't charge commission they have all very big uh demand uh but uh they all have where the same main disadvantage they all have Affiliated ad Network and regarding these uh they send lots of traffic to your to their own ad Network for example in admob with a share of uh admob is about 70 percent if you are using Mark the share of uploading is about 50 percent regarding Admiral uh the big point of Google uh is its uh support you know it's very painful uh uh regarding iron Source it has like digital turbine host test tech

but has uh best bi for manual mediations regarding Max Max has problem with developers with less than take a Dau um but also it has the best text tag regarding programmatic mediation um oh Unity after Unity acquired iron Source I think we should forget about Unity so I forgot about it uh uh collaborate Solutions and upper deal they both have uh they both are programmatics they both have one SDK for all uh ad Network but regarding up a deal you have both Tech stock but but

dashboard regarding collaborate Solutions we have better Tech stock we have we are only independent mediation platform because we don't have any Affiliated ad Network it's very important [Music] and you will see the difference when you will run a B test actually a B test will show you the difference but I shall accept that our customization and bi now are weak point but we will launch uh launch and you a version of our dashboard in next few weeks so which one mediation is better I thinking I think that you understand that there is no right answer you should a B test or the key mediation platforms

however my opinion is independent programmatic platform with uh hybrid mediation model such platform we Works more effectively than others uh due to machine learning smart liquidation and bit that is allows you to find the best price for each impression thank you very much enjoy cash flow and I'm ready for a short QA actually if I understand there is not much time yes if people if somebody want to speak with me in 40 minutes after the panel I'll be on our booth thank you very much [Applause]

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