Mobile Ads Monetization: The Tips & Tricks That Make a Difference - Oleg Shlyamovych.

foreign [Music] [Applause] ads monetization the tips and tricks that make the difference and this is Oleg from clever ad Solutions who is going to kick off and tell us all about that okay over to you sir hello guys I'm glad to see you all my name Alex I am a founder of P3 game studio and HIPAA kids games we are one of uh top three game Publishers

for mobile kids games also we established uh our own monetization platform which will show us very good results and we decided to Market it but before we start I'd like to thank uh the organizes and UK and European Community for the help Ukrainian people as our development team is still in Ukraine we feel your support very much thank you very much now uh let's begin at first I will tell you something how we can set up monetization then I will give you some valuable advice about this and then we will try to choose the best one

so let's begin what shall we do and what she have not to do during adventization actually if we will speak about monetization it keep divided into two parts it is internal it is enough uh monetization and in up adminetization we will speak today only about Earth monetization and it can be divided into two parts internal and external speaking about internal part is a H about its type ads per daily active users type of ads placement metrics of Aid at engagement regarding an external part of monetization this is about waterfalls this is about Impressions ecpm price

floors and mediation platforms uh both parts should work in harmony if one part is affected another will have will not be bring your money enough uh so now we will speak about four ways to set up ads monetization why we should use it I'm jumping because 97 percent of mobile users are non-paying and ads are only way to monetize them but there are four ways the first is the easiest way this way is to use one at Network admob unitates Facebook meta or something like something another the second way is very hard but it can bring you much more

money is to create your in-house mediation solution uh I think this makes sense if your daily astronaut is more than ten thousand dollars Euros pounds something like this if you don't have such numbers this is uh some kind of losing the money uh classical mediation solution is some kind of compromise which significantly increases uh your Revenue comparing to One Network and also uh decrease these development time uh comparing to in-house mediation Solutions but you have still lots of handwork to do and the last one is the programmatic

mediation I think is the best way here you prevent 95 percent of handwork which you have to do in classical solution you don't need to set up waterfalls to operate dashboards and set up all other things now let's go directly to tips and tricks the tip number one Google admob is a Advil Network number one but it's not only one uh about uh 90 percent of mobile developers use admob as the main and in 50 percent uh only one ad Network in such a case people shoot themselves in the food

because they are losing their money the best idea is to use a professional package mediation platform so you don't need to reinvent the the wheel and it can increase your Revenue up to three times actually the goal of mediation is to create a honest competition uh between all ad networks and in this case your Revenue will be Max maximized why because in different different networks set different price for different user for different uh ad impression and the mediation goal is to set the best price to bring you the best price for every impression

uh regarding integration my advice is not to use a lots of AD units of one type if you will clone several rewarded ad unit it uh will have negative effect if we will look here here is we in in the game we use replacement for three rewarded Earth in this time in this case we will receive ah probably probably will receive three same ads and this will affect greatly on ecpmgk the first aid will have ecpm 20 euros the second 10 euros and the third six euros but if he will use only one at

placement ah the networks will understand that previous ad was shown and you will receive much better result so uh 2016 and 14 and this gives us average ecpm something happens yes the joy of Technology yeah yeah okay so uh in second if we we can see this is the real case uh uh delayed raising external extra ad units will increase

your ecpm on 40 45 percent probably uh the next or very very important advice is to ask user consent actually in lots of classical mediation Solutions this option is not included as a basement as a standard and in this case you are you have to risk if you will not ask and don't send the um user permission to a network network some network will consider that user don't give your permission for ads personalization and you will lose your revenue and some networks will uh

consider that user gives your personal uh gives you uh access to his personal experience and will send your personalized ad it's but as users don't give us such con consider you are at risk at huge penalties of EU and U.S government for that so the micro tip here is to make more complicated uh user disagree of getting personalized ads so you should ask user but may uh make the process of reject as complicated as you can in in this yes

yes yes yes yes in uh this case about 92 percent of users uh give you access for showing them personalized ads and this is a very good result so we maximum maximalize our ad revenue from one side and from other side we do what the governments has said so user has ability to discard personalized ads now very easy advice don't forget about up at St XD uh uh I was surprised but lots of users lots of developers still don't use up at txt or don't keep them updated in this case we can see that this is one up before and after

integrated up its txt we can see the revenue is uh seven 760 and here almost 900. the only difference is was implementing up at St x t actually it is uh very easy advice and the try your best to use it a very important thing is to look at your average daily revenue per user but also look at LTV evil manage mediation Effectiveness their adrpu is the best practice but either po can affect LTV for example if

you use start using interstitial in your mid-core game you will increase your average daily revenue per user but you will affect your attention in turn uh children rate and uh no retention and chornate and in tune your Revenue what does it mean this means that I recommend use interstitial in hyper casual of course and in any games which has average engagement time about one hour but if your engagement time more than two or three hours using interstitials is not very good idea but from uh other side you should a B test

also user interstitution and also a very important thing lots of networks like Van Gogh like uploading and like iron source for example using playable end cards and these playable end cards are noise user greatly you all probably know that when you're playing games and show rewarded you should see video you should close video then you see some playable and after close in playable you you have to close the last window so you have to close uh your ad three types this affects user great I know it's user greatly and lots of user doesn't like this so uh my advice is to a B test uh then ask networks to

um disapprove playable end cards and uh look how it affects on LTV and churn rate the last uh today advice is to send impression level data to your analytics system even if your interdeveloper you can send easily send impression level data to Firebase and then try to roast campaign at Google ads it is much easier than it seems actually setting up all this process will take about one or two hours and can increase your Revenue up to 25 30 percent uh now the last uh

scene which I would like to to speak is how to make a right choice there are lots of mediation platforms uh Google admob siren Source uh our cleverest solution are per deal uh how you should choose actually I prefer you to use my solution but uh to be honest the there are three essential points of course profitability profitability where we speak about profitability we and we look in uh average daily revenue per user metrics Simplicity of integration and the tech stock regarding test talk we need to understand uh white of upnot responder and crash rate granular

reporting possibility and dashboard user friendless level uh I think in all mediation platforms the numbers are the same for example up a deal has bet bi but much both in our level INR uh regarding Simplicity of integration uh how easy is to integrate is the SDK do you need to integrate adapters for each head Network how difficult is to set up any waterfalls do you need to create accounts and manage it every networks it takes a lot of time and last but not least support responsiveness uh for example

the support of admobi Spain the most important criteria is profitability the baby to understand profitability is to run EB test I will tell you about a B test in two or three minutes actually let's look through our mediation platforms the biggest still is admob it is free it's easy to integrate it has very low iron rate but support is pain and you should manual set up and manage all a waterfalls also it affiliated with with the same networks and actually when you are using admob about 70 share of wallet of admob is about 75 percent

the next networks are iron Source unity and uploading marks after merge iron source and unity they have actually the same advantages and disadvantages uh they has a low crash rate they has they have good fill rate all these networks have good fill rate in any jail regarding iron Source you have pain with their support it is only by email Unity support is much better support of Roman marks is very good for big clients but for Indie developers and small development teams it is a little bit worse now let's go to uh programmatic mediations they are clever at Solutions in the upper deal they all they both has one SDK for uh

all ad networks they have one account in Upper deal you can customize price waterfall but you have higher in a rate also it uh affiliated with a bid machine regarding collaborates our cleverate Solutions we have tune case solution you have dedicated account manager and you have but you cannot customize your waterfalls but we have very easy integration and uh very um quick integration so uh what mediation show you choose manual or programmatic like in a car you have two options uh

you can do some shifts on manual gear but automatic is a preferable for me in most cases so what mediation should you choose the best way is to a B test them how should we run a B test we should run them at the same time for the same app with a similar size audience it's the best practice is stage or allowed in Google ads on 50 per 50 percent you should compare not only your ecpms but of course early Revenue average daily revenue per users you can see if you have if you're afraid of some humidation you can manage uh small percentage of traffic to a new platform some of platforms for example

always can provide you no loss guarantee so we guarantee that you will not lose money due to a B test if our competitor will beat us we will cover the difference uh and then you will to check the results very very simple test you see the 50 50 audience you see uh this same date the same up and actually is a little bit different Revenue in one case is uh almost 400 in other case almost 500. so mediation platform bed in this case is better however my advice is to use independent programmatic platform with hybrid mediation model

uh you if you will use it you will do more effectively in lots of things actually use my tips and tricks and enjoy the cash flow thank you very much thank you thank you I I love I love that comparison chart you gave about the different platforms that all the pros and cons that was great to see I think I think it's really important to think about the the value add that we're getting from but I think in some ways it ties us back to what Kim was talking about with um you know paying attention to the partners that you're working with um you know she was talking about from more the well the balance between user acquisition and um in terms of of Revenue obviously you were focusing much more on the revenue side of things yeah if you if there's one trick that you think people are missing what would that one trick be

uh one trick is a B test always a B test everything a a b test is the best way to understand are you doing right or you're mistaken yeah I think I I mean obviously that's key I mean getting there right I've got a question is pass the mic over here when you say uh one account with um your ad network does that mean um one sort of income because we have to deal with sources yes from all over the place yes you have one source of income uh uh both upper deal and collaborate solution and we manage all uh revenue streams to One account and then pay directly it's very useful for lots of European countries because in this case we paying from some offshore countries to prevent your vat strikes

yeah getting efficiencies in that space I can see that makes sense did anyone else have a quick question uh in which case I'm going to say thank you very much thank you for that um [Applause] [Music] foreign [Applause]