ironSource's Product Manager Daniel Herman talks to the 6x6 Beijing audience about how interactive ads help to turn passive users into active users, and what role data plays in creative optimization of these innovative ad units
11. The 3 ingredients for the interactive ad 互动广告的三要素
Interactive Ads
互动广告
Data 数据 Creative 创意 Technology 技术
12. YESTERDAY
TODAY
Non-Interactive Ads
非互动型广告
● Passive experience 被动的用户体验
● Limited variables to optimize 有限的优化模式
● Limited data available 有限的数据支持
● Banner blindness 横幅盲目性
Interactive Ads
互动广告
● Active experience - literally touching the screen
积极的用户体验—— 触屏体验
● Unlimited ways to optimize 不受限制的优化方式
● In-ad user behavior data 广告内用户行为数据
● Stands out - not everyone is using this format
独特出众,与众不同
18. Playable User Behavior Flow
可试玩广告用户行为流程
Impression
展示
First Engagement
初次互动
Room Completed
(5 items)
大功告成(5项任务)
Click to Install
After Game End
游戏结束,点击下载
Midway milestone
(3 items)
半程打卡(3项任务)
An illustration of a funnel of an engaged user
参与用户案例
49.3%
85.2%
15.1%
91.8%
24. 3x
Avg. increase in conversions vs. the best video ad
转换率平均增长率 vs. 最优视频广告
2x
Avg. increase in ROAS vs. the best video ad
ROAS 平均增长率 vs. 最优视频广告
Interactive ads vs. video ads 互动广告 vs. 视频广告
27. Coin Master 4D video 硬币大师4D 视频广告
1 2
V1 V2
Timer Visibale Not visible
Time to choose Short Long
Interactive elements - Highlighted
28. Coin Master 4D video 硬币大师4D 视频广告
1 2
+110% Conversion
转化率+110%
+220% Engagement rate
Insights from AB 对比观察
Give users time to choose
给用户充分时间选择
Highlight the interactive elements
突显互动元素
29. User flow - It’s all about the experience
用户体验
35. Lessons
learned
经验总结
✔ Simplification is key 简洁是关键
✔ Guide users and Be clear 用户导航, 清晰
✔ Winning works! 使用户在试玩阶段获胜
✔ Tease users 引导用户
✔ Be consistent with your app store page与您
的商店页面保持一致
38. ironSource Creative Launch
ironSource 创意发布
Playrix new title launch
Playrix新标题发布
Game Design
游戏设计
Soft launch
试发行
Hard launch
发行
Ongoing
optimization
持续优化
39. The Creative Soft Launch by the ironSource Playworks Studio I
ronSource Playworks 工作室创意发布
04
Playable Ads
可试玩广告
01
Interactive
Videos
互动视频
03
Interactive
end cards
交互式 end card
Two weeks 两周时间
Pre Soft Launch
Soft Launch 试发行测试
The ironSource Playworks team
produced 8 creatives overall across
diverse ad formats.
ironSource Playworks制作了8款不同广
告形式创意
40. The Creative Soft Launch by the ironSource Playworks Studio
ironSource Playworks 工作室创意试发行
One week 一周时间
Soft Launch
试发行
The team spent two weeks A/B testing and
iterating in order to find the best-performing
creatives
团队花两周时间进行A/B 测试寻找最佳创意.
Winning
creative
获胜设计
Winning
creative
获胜设计
Winning
creative
获胜设计
Winning
creative
获胜设计
41. Results 成果
100%
increase in IPM versus Playrix’s
best-performing video ad
与Playrix 最佳视频广告相比 IPM增长率
50%
decrease in eCPI
eCPI下降率
60%
of ironSource First impressions
ironSource 60% 的首要展示流量
Top 3
rank achieved across the App and
Play store charts
应用商店排行榜