Mobile Advertising: To Who, What Formats, and don't forget, Timing
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At Pocket Gamer Connects Helsinki 2014, Patrick Pettay from IQzone gave a talk entitled 'The Challenge: Advertising - To Who, What Formats, and don't forget, Timing'
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Mobile Advertising: To Who, What Formats, and don't forget, Timing
- 1. The Challenge: Mobile Advertising To Who, What Formats, and don’t forget, TIMING Patrick Pettay
- 2. COMPARE MONETISATION OPTIONS Display Incentivised Freemium Model How What Advertising Incentivised / Offer Walls In-app purchases Access more features Get more lives Access more levels, etc. Download apps = get credits Banners Rich media Video Native Click on ad = get goods
- 3. AD FORMATS MONETIZE DIFFERENTLY Video CPM Fill rate < $1 $5 - $15 High Low Global High US centric Interstitial $2 - $5 Medium Medium Banner
- 4. Native Ads are Growing
- 5. .. SO IS MOBILE VIDEO 15 second shorts are the most popular
- 6. MOBILE ADVERTISING SUPPLY SIDE PLAYERS Selection criteria • Good self service platform • Good client services function • Average CPMs • Global fill rates • Support for RTB • Support for mediation • Open SDK • Video supported • Native supported • Interstitials supported • “Postitial” supported
- 7. GENERAL BEST PRACTICES DISPLAY ADVERTISING Timing Formats Creative Testing
- 8. Before App Session During App Session End Of App Session TIMING IS KEY • Interruption with ad = bad user experience • User must be in right frame of mind • Serve ads during natural breaks
- 9. ABOUT IQZONE Thank You • Patrick Pettay • patrickpettay@iqzone. com • Iqzone.com/Blog
Notas del editor
- One should design and operate for all three types This goes with Strategy of Segmenting out your Users – Optimize for Each one. 90% plus will not do Freemium or Incentivised, so important to know how to do ads
- What ad formats to use Depends on your Game, where users are located, etc. Banner ads = long time around = most fill Interstitials / Full screen = really developed nicely last two years I will discuss best practices in a few slides, Generally, this is how these preform. NATIVE goes across all these
- Most Demand Partners (ad networks and Exchanges) can help you take in native ads. This will result in higher CTR Chartboost one of the first to do for pure gamers
- Video is now becoming more available But still not as high a fill rate Also if done too much or depending on your game, NOT a great User Experience so need to consider that
- Every developer should use a SSP / Supply Side Platform Bustly was great for gamers, but went away unfortunately, but other great companies out there Some key BEST PRACTICES: Optimize demand partners on a country by country basis
- Best Practices: Be sure to set up your SSP to bring in solid ads Use a mix of ad formats, including native and full screen ads EACH of your games will be different, so spend time testing. It will pay off
- TIMING IS KEY Be sure to do at natural breaks (between levels and when the user is ending the app session). NOT a fan of at the start, as if you have a high CTR, you are losing users before they play the game Also do at the end of the game – respect that user’s time in the game with less ads, and at the end say “Thanks for playing” IQZone works with many of the leading SSPs out there to help you do this so
- IQzone works with may of the leading game companies Includes: Zepto labs, OUtfit7, AI factory