Session: Ad Monetization Tips & Tricks! - Claire Rozain, Rzain.

[Music] and now please welcome to the stage Clara Zayn from Aran she's going to be talking about ad monetization t tips and tricks yeah get your tips and tricks so hello everyone um really happy to be here today to speak about uh admon tips and tricks I think we had a really good talk with Felix so I hope you won't be disappointed so today I'm going to speak about the admon tips and tricks and share a few example of the gaming developer basically and what they have been do doing lately on the Adon side

and uh also some key takeaways that mobile developers they can actually have into their strategy to scale their revenue so let's start with the introduction so why today we are actually speaking about monetizing ads uh you know I'm an ex revie so basically even doing ads was a topic in the company I was in but real reality is the ads share of Revenue has been increasing year by on year here and it's only getting bigger with overall audio ads and all what is going on simulation and Casual games have been the one with puzzled but actually saw the highest growth in ad monetization and it keep it keeps growing so my name is Claire I'm the CEO of hosan Consulting and AE framework we have a AE monetization uh tool and uh I basically spent around 30 million in user acquisition working at product NS

game love through View and nowadays working with apps and games and uh I achieve $1 million Adon Revenue those past years so the first thing is to understand the value of ads versus EAP because there is no dup your AAP is still higher than your ad but your ad has been growing massively as a complementary revenue for game publisher to basically scale if you have a look at this out report that is actually dated from this year you can see that the LTV of uh of course in the purchases keeps increasing but if it keeps increasing we are going to see it's also because remove ads and other ads are also empowering this kind of Revenue uh and another really interesting things that is shared by unity uh in the last report is the the value of Ina purchases actually but is stagnant where actually the value of ads is increasing so we saw in 2023 uh adds at a 26% AB list which

is something that can at some point unlock your scale especially when you run some user acquisition so now let's speak about the topic UA tips and tricks and oh basically you can resonate with it so first thing what you can do is to provide context sensitive ads and the essential things if you are on boarding with ads is to understand where you should add your your ad having an intertial on the first station for instance may not be the best thing but according to Unity report again having you know like for instance um an uh an ad when you run out of resources between level for instance are placement that are increasing the engagement and increasing as well your AR your AR is a function of all the user is going to engage with your placement so better you are going to choose those things and also test those things those better you

are going to scale your Revenue another thing is oh you are using common retention tactic with ads to increase also your scale daily uh daily reward and daily task have been used forever for customer customer relationship manage management nowadays it's even used by tab Joy on on incentivized network and things like this nowadays what developers are doing and here it's for instance Lions studio and om example they are adding actually the rewarded video placement directly on the daily task so they use really common non retention tactic to increase actually their ad Revenue without cannibalizing their inner purchases another things and trends that has been rising a lot in gaming and especially on monetization has been Al G GAA and additional move here you have an example of a really popular uh game which is actually Opa where each level

you will have the choice if you're out of move to basically watch an add in order to continue in your progression this is something I was we were using a lot when I was at Rio where we used this we saw in our data that actually our VIP player used to be the one using the most displacement so I think I think your rewarding video a placement as a place where actually is not cannibalizing in that purchases and just being SE L and friction L always is a win for all the publisher uh we've been just speaking about it but the no ads as a subscription and VIP premium offer has been nailing it I work with half of my clients are gaming Alpha apps subscription is nailing it gaming is kind of missing out on this but the biggest publisher for instance here exort understood it with the battle pass for instance but also the remove ads where they have time based subscription

where you can for instance remove your ad for 30 days lifetime or even other subscription that you can do something else that has been done with iby games for instance that is really smart is to add additional feature when actually you have those remove ad uh subscription package and the one that has been the most interesting for me lately has been adding offline play offline play we know is something that user are getting more and more used and now using the most and this is actually what abig game has been scaling and instead of having user anywhere that are logging off because they don't want to watch your ads selling it in the bundle is basically what help them to scale it without hurting their their revenue so now the OD topic offerall so for a long time overall has been a real discussion Point why would you pay user to go out of app but this has been I

think uh implemented by one of the first and biggest puzzle game ever merge and sure actually that it help user to kind of get a loyalty program in your ads and once they achieve the completion rate of their event in the US app just come back into your app and this has been nailing it especially in strategy games that scale the most because think about it if you are stuck at a level and you don't want to pay again what would you do you will use the and this has been proven to have the highest lcv even higher than rewarded video on ads so this is what has been really booming out on monetization of course like we can't do an tips and tricks presentation without speaking about rtb uh I I took this quote actually from molo that we saw was implementing massively this year on several gaming publisher but nowadays more than 80% % of all the revenue of ad

monetization is RTP based so who you have in your mix and what you are doing with it really matters and is really going to also uh bring the value out of your waterf so here I'm just also highlighting that ad monetization stay um a function on offer and demand I think all the Adon manager here uh so end of the year ecpm massively growing because of E because of all the brand compaigns but also because there is an incredible things to do at the end of the day especially with the floor AB test we have less control on all what is manual waterfall but you still have the control cont level to kind of manage those um those uplift in seasonality and also think who is going to be into your mix so this is a text test I did with clients end of the year and only by changing uh the the waterfall uh floor

we increase by 88% the upow another thing you can do is to boost your engagement and placement to increase your average revenue per user so this was a test where we just change one placement to the other on the ad and we increased the AR Dow by 136% why because initially it was really disruptive it wasn't at the place where users will actually enjoy it and we even had some churn but just change in it and having rewarded ads in a placement that people will actually have a good view ability and will be Keen actually to watch it until the end increase the revenue something else that is really too easy to do and is not done enough uh enough unfortunately on my clients is splitting L on and off waterf which is something you know that people are not always thinking about especially when you have IOS on your mix but this is still to be successful this is an

example actually of an apps so AI apps uh which is one of my American clients uh we did it like two weeks ago and we had actually a 20% har uplift the first the first week another example is to always think about your portfolio value when you do ads you always need to understand that ads is a thread off of basically do you want to uh show an ad from an external portfolio or do you want to show something from your own portfolio so in order to do this usually like there is a Formula that you can use which is the life Ty Revenue times your your predictive CVR and your Revenue share times 1,000 and depending on this you should or should not don't show an ads ads are not perfect and are not what you should add the most it's not by increasing the frequency that you are going to do more Revenue so you need to take this into consideration and this is actually um uh a graph on the revenue and the track

profit that has been done by Galo at bomit in the podcast 2 and half gamer where you see that Cross promo are impacted by 18% the revenue of uh of this game so when we are speaking about distribution your game are maybe the best distribution tool to actually upsell your player so another thing that I think no nobody can can't work actually with is really AI in montiz nowadays if you are not following your bitf FL ecpm Trends with AI it's really complicated so I personally started to work with Olo which is a solution from abser and I wasn't really satisfied so I started the tool in order to kind of predict the ecpm trends based on the market data so if you are interesting I'm also doing AI community and you're welcome to to join I will share um the the framework in the in the Channel but

it's really important when you think about uh and monetization to think about the seasonality because one month won't be the same as the other because there is some new people there is also some brain campaign real seasonality depending on the country and so on so now let's go into it and just see few example I think it's sometimes even better than data uh so here you have a ad from voodo that is called epic plane the here basically what you need to do is kind of a clicker mechanic where you have a reward ads that are embedded into it so you can click up to a certain point and use soft currency and then at each one you need to watch a rewarded video in order to upsell basically and get uh the next item so this is really smart because this is really high engagement placement another one is from wood turning but also is a customization feature where you can you can't select all the colors and of course the best

colors at least the one I prefer are the one where you need to watch rewarded video so you are free as a user and you are also proactive in your choice if you want actually to have a better product you need to watch a video another one is about tap Nation so tap nation is really strong on all what is customization and into this game it's kind of the same thing like you have items and depending on the items you need not even to watch one rewarded video but five rewarded video in order to have it so only your ey engage user are going actually to go through this funel to have all the items uh this is really rare items and you need I think to be really motivated but at the end of the day you have one user that watch five rewarded video which is just massive actually knowing rewarded a is one of the best ecpm another strategic ad placement is a Lobby so more and more people have been using it to have embedded rewarded uh

rewarded placement so here for instance you are on the homepage and you can directly click to make it better and look better nicer for people that are actually playing um of course here it's not that descriptive it's not user playing the thing and it's only if they want to enhance the game G environment which is also working quite well so the key takeaway so everyone can go at the parties and everything so first uh optimize at format is really key and monetization is more and more product based and less and less Endzone waterfall optimization so you need to be nailing the knowledge that you have around your product and even being a product manager is even better when you do ads uh strategic ad placement are really important it shouldn't pose or disrupt basically um the user experience it's really old school doing this nowadays ads based game I've been working on have the best retention I

ever saw so you should also take this into consideration retention is always going to be a better price than a Chate uh having data driven offer and personalization you need to understand real time what is the LTV of the user and based on V adapt the the ad frequency more you are able to have ai tool that are able to um to customize the user Journey the same way Netflix is doing for instance for with a recommendation and pricing the better it's going to be frequency capping is really important uh we see add the quality also declining so I think of course I didn't add this but blacklisting competitor has been something that on my side has been working quite well and AB testing user segmentation and AI have been really a key success so thank you for coming uh I'm Claire the founder of rosan Consulting and if you want to join my community don't

[Applause] State thanks