Uplifting Ad Monetisation via Brand and Programmatic Campaigns in MENA

you yes and of today I see pretty empty but it's okay it's great to be here to meet you and thanks to Pocket Gamer Konex team for organizing this event because a mini market is growing exponentially lately and it's great to be here to meet local publishers and game developers let me do this myself briefly my name is I put I'm working for at colony and I'm running more station and user acquisition partnership with an ad colony looking for especially email region and if you have some question regarding Mon station and user recognition which at Cornell please feel

free to reach me after the session I would like to answer your question today I want to talk about especially Mina because I want to tell you guys how you can increase your ad revenue by leveraging brand campaigns in Mena in the past brands main think that they should target state of neat apps which are contextual apps that are news or some utility apps which are suitable for the brand image and brand message but nowadays fancy brands shift focus into game category and this is because mobile gaming offers a mass-market media platform with huge

audience of engage consumers which is around 2.4 billion people and that's why they aggressively invest in a programmatic side because programmatic provides them to target a huge amount of users across all three apps and optimize the performance by looking at engagement and completion rates of this hat and you can see that brand in interest in programmatic side is increasing over the years this is important why gave by brands of investing games and especially in rewarded video zones than other categories this is research outcomes from own device because of brands realized that at engagement in reward

stones increase three times brand awareness three times mind awareness sixth time brand consideration and 17 times shattered nerves are stock 17 times purchase in turn this while ready to invest in your apps ready to buy your rewarded source and ready to provide higher in the eCPMs comparatively to performance campaign especially in Mena because this is this region is the growing region for brand and programmatic side sorry I don't make this we change our presentation keep from

keynote to PowerPoint I just is problem okay yeah firstly I want to share with you at colony a chilly start regard the share of performance campaign in our network and ran a programmatic campaigns in our network if you look at the q3 last quarter staff performance companies like 72 percent of impression in our network and brand and deliver 28% of our impressions but on the revenue side is a more like to 60% to 40% so even if branch share impression share adsorption is below the performance side its revenue contribution is much more higher and this is pretty much same for the

other tier 1 countries like United Kingdom China a job Japan and also you can adhere Canada also is the pictures a reader must say but look at the MENA this is more interesting I guess in my opinion for you here and programmatic serves 42% of the added pressures but it constitutes a 60% of ad revenue so it's clear that solving and benefiting from brand and programmatic campaigns for your Mena trophy is much very profitable than performance in the region because if you look at the CPM numbers especially for Mina and I am NOT this for just Georgia you can think Saudi Arabia the United Arab Emirates Kuwait Egypt and you can add other MENA

countries CPM level for brand campaigns is around $10 to $15 in Mena but in performance I'd CPM range is like first-person $5 to $10 so it's very more profitable to leverage brand campaigns in this region and you don't need to worry about install rate or rows of your users because billions only care about completed video rates and engagement and thanks to the latest technology we know how to target the best magic users for brands and that's why we can uplift your ad revenue in Mena and I want to share another picture from another ad network this test shows mo B's performance on our brand side when you check out the

numbers year by year branch share in a mobile network has been increasing ok yeah this is a little bit different picture because in mobile is more security branch side but I can say that ad networks that are before pure performance at that works like iron sauce I guess you are familiar with this mediation and ad network which is a basically pure performance ad network now has started to build its own sense network and will sell houses to all over the world to increase the its branded programmatic shape so it's obvious for everyone in the market brand and programmatic is growing enormously so also I want to discuss a little bit about admin stations to strategies and

I'm doing this I will mainly mention about monetization models with AD colony but these are similar models with other ad networks smart floor I guess you all you all know what is floor it's pretty much like this but it's difference comes from that it's maximized a favorite with a dynamic CPM range so yeah for example if you have 1 million impression with 25 percent fill rate and if you are taking $20 each CPM in that mode you will generate five thousand dollars but if you if you're feeling rate is a 50 person and if you are taking $15 eCPM you will be generating the seven point five thousand dollars in that month so

it's automatically makes this by arranging CPM rate according to fill rate and maximize your earnings and create a part margin because it's always important to understand official expectation regarding the KPS it's not always a good thing to have a highest CPA for your course it's important to have the highest failure with the optimal CPM number then you start actually making money supply side deals and whitelisting is a similar product supply side deals work for performer side it's basically aligns the best performing campaigns from app install side with zones that aren't giving the highest install rate and the zones that are good at finding the paying users what this thing is important for Meena

because if you have minute traffic what we are on our side I talk with our Burnham programmatic team and ask them to wipe this your specific zones which are santa casa minha edge request and to provide to some fixed numbers which will be probably comparative higher than what we are but you actually taking right now because in also fixed price side i can support this idea like right now I want to give some details about prices in mineral region for example in Jordan we are we have demand surplus and we couldn't reach blunt advertisers to provide more traffic because they asked us like 10 million at a million unique reach for their ordinary campaign and we

work with a whole big experience in the markets and if you multiply this number with tan yeah it will be like 100 million unique users and it's a one third of the MENA population actually so we're ready to pay fine CPM numbers in Jordan you can think of pollen we can provide at least ten dollars for your Roberto zones in Saudi Arabia and United Arab Emirates we can provide at least fifteen dollars in Egypt you can't think we can provide eleven dollars and it's it will be always all the ten dollars and a right now q4 has started this is the term that brands and major agencies will try to finish their budget so you can't think that these numbers will increase towards

the end of the queue for so it's a good time to start thinking about your inventory and how you can maximize revenue from those other bidding right now yeah one of the top topic in the market everyone wants to try this and every big publishers increase usage of header bidding day by day it's basically programmatic bidding for every impression and I need to say that Edwin is the one of the network that support hydral bidding advanced bidding open bidding whatever you call with all the mediations I mean if you are using AdMob mediation you can use Apollinaire as an ad network partner and also we will support Google's open meeting if your music fiber favorite it's okay for us it's same for iron resource the same for

epilim and max its aims for more pop advanced picnic auction so whatever mediation you are using you can always consider at Cornell as a partner on admin station side so how we maximize is CPM a favorite with Brandon programmatic yeah I said too much brand-new programmatic of course we have a huge business from coming from carefulness side and we work all the biggest publishers on that side but the important point Unilever protected gamble Starbucks Samsung who a Disney legal these brands has always a new campus coming into a picture and as I said they always want more inventory from email region and of

course we are the own SSP that means that other major agencies can come and a point traffic from our side so if you have a miniature thing you are always welcome to add Kalani and you can be sure that it will the profitable deal for you to choosing a right ad networks for you your Iman today of course on radiation side and at Network side on performance that will it can't be changeable but a pioneer of this market because attorney has started its business by by providing rewarded video ads in 2009 and after that time we don't focus only a performance side we also develop our brand coverage in the market you can take more detailed information from

mobile marketing association website about this but this picture show us that at colony is a has a verification all over the third-party tools and it's important for brands because you you don't need to grow you don't create your own exam you need to be verified by third-party tools for brand site and if you consider the increase in Japan in the market especially coming from the balance at these verifications has future importance in the market yeah Boston eggs yeah subtype safety is the next thing because if you want to benefit from hi a CPM numbers coming from the brand and programmatic sites

IAB announced two new specifications for a supply chain to make supply more assay abs PhD is for publishers it provides you a safety supply and wine and also it's respectable from the beer on site and it provides transparency in terms of which campaign runs on which supplier sources so we try to promote ideas txt from this attack because it provides a huge value in it and it's important to throughout mechanism to create a fraud mechanism regarding the supply chain and if you integrate with ideas ideas TXE to your app you will be saturating brand

programmatic traffic and it will be mandatory in 2020 so it's always best thing to be early adopter in this market you can benefit in q4 and also upcoming years yeah thank you for listening if you have a question I will happy to answer now or we can chat after the session yes great any questions guys oh yeah great please go ahead I think I think it's great seeing you talking about kind of the the bidding side and and the the fact we're if you're now looking at that as a model yeah because I think we'll be talking about for quite a long time and it's really I think from my point of view only this year we really start to see people doing that seriously is that fair yeah yeah yes sir right now oh yeah this year every mediation announced its product on reading side because it's

make the system more democratic yeah it's increased feed rate for each impression and you don't need to monitor all the CPM numbers and fill that by yourself even if you you're a born guy making this whole the process and time you can use hide everything or advanced PD and you can easily generate money with this product yeah I think it's the crazy thing is looking at the monetization process I think it's also interesting looking at it from the kind of views because it's just random thing isn't it with with that is like the part of it is making sure we have the value for game generating revenue and part of it is valid for the advertisers in order to make sure they get all UNC's yes is a kind of tricky one to get right so the I think do you think the in a machine learning part of what's happening now particularly around header bidding is going to be something that everybody couldn't take advantage of or is it

going to be people with the big budget so we're going to get an advantage there actually yeah it's more helpful on the monetization side first on user acquisition side there so other things to consider because it's another different game but in header bidding if you're your CPI these are quite you can easily leverage this and easily get acquired users from bidding partners I would feel like it's a bit of a self writing process in terms of you know having inventory is is a kind of powerful piece being a make sure you of a type that has got great value means that you've got more people who appreciate the use of the ad in play and good design can make it so you get more money because you've got more use of there but making sure that you get that bidding process so that you're getting

the fill rate needed to satisfy good design how much that is balanced against the quality of the user if we get better design hopefully we're giving better users to that ad inventory does that do you see any correlation like that yeah actually yeah being the first one or taking that impression is always important because or every publisher should try to channel their quality user to first bidders but if you look at the picture from the branded programmatic side it doesn't make sense too much because even if it's the back field grant needs completed videos so very little unfortunately for monetization partners on their cycle kisna because a lot of indie game series aren't experts in use of monetizing ads and they don't necessarily know how to optimize so

often they will default to a mediator to provide their support rather than going directly do you think as a is that okay or is do you think there's advantages to going directly variation is a good thing actually yeah it's provide ability to diversify your ad sources because of working with many ad networks at the same times increase competition in your stack and uplift CPM knows which in turn increase your ad revenue and you cannot be true that one network will give you the highest CPM number and high CPM for all regions for example if you consider Meena study yeah not all old ad networks have this much demand for traffic from MENA region and also it's same for a lot Amanda epic regions because Brandon programmatic is

growing aggressively in that market too so you need to diversify your resources among ad networks and you need to advocate your impressions according to the highest viewer and that's why you can increase your other I'm interested is there sufficient global inventory it's an elementary sorry supply Devon I got it I can always get the terms wrong is it sufficient ads out there that are sufficiently localized to really serve a market like meaner and or are we are we seeing the ads supplemented with people who are global advertising partners what's the balance between localized content and and kind of global content directly from the local media agencies so for example we have sales guys and sales offices partner agencies whole /

Tamina and they arrange their creative contact and localize it it's a they have like a one-on-one for creative arrangement for this area if it's localized if as touching the people in that specific region then it generates engagement for grant site and then it makes sense for everyone in the market so what's the one piece that I should give the guys who where and starting to look at using ads properly to monetize you know if there's one thing what would you say that in yeah some there will approach things that at at lead to churn for their users and this is not a team because everyone in the market knows that they need to watch out to continue to play the games and don't worry about these things

please work on our game mechanics and put clever ad zones for your app and please make an a/b test for those zones you need to understand how are you thinking about that are they okay to take that reward or not if you manage to find that you can succeed in a monetization side really goodbye so I think the key thing is that and to me it's really just understanding what you're doing and taking time to learn and not being afraid because cannibalization doesn't happen yeah you could do it well and you do it badly but cannibalization isn't the issue yeah absolutely I know that No thank you very much thank you [Applause] you