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3 Useful Case Studies from Hyper-Casual Games and Ad-Funded Apps | Yaniv Nizan

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3 Useful Case Studies from Hyper-Casual Games and Ad-Funded Apps | Yaniv Nizan

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3 Useful Case Studies from Hyper-Casual Games and Ad-Funded Apps | Yaniv Nizan

  1. 1. 3 Case Studies from Ad Funded Games Yaniv Nizan, CEO
  2. 2. About Me Yaniv Nizan CEO and Co-Founder ● CEO and Co-Founder of SOOMLA ● Co-founder of EyeView (Video Ads) ● Lived in Israel mostly + 4 years in Boston ● Have been in 29 countries to date
  3. 3. About SOOMLA ● #1 in Monetization Measurement ● First platform to measure Ad LTV ● Most advanced tech MRR Some of our Customers:
  4. 4. Agenda 1. Why Measuring Ad LTV is Critical 2. Case Study # 1 - Ad Whale Lookalikes with 3. Case Study # 2 - Price Floor Optimization with 4. Case Study # 3 - Churn and Predatory Advertisers with 5. Summary - Measuring Your Ads to Stay Ahead
  5. 5. Ad LTV is Critical Ad-focused and IAP-focused publishers!
  6. 6. Traditional Model (IAP) Ad LTV & User Acquisition IAP $2.50 + IAA $0.50 = LTV $3.00 IAP $2.50 = LTV $2.50 In App Ads (IAA) Revenue Consideration Max CPI = $2.49 Max CPI = $2.99
  7. 7. 100% Traffic Boost! 20% Increase in CPI = 100% Increase in Traffic! $2.49 $2.99
  8. 8. Ad Whale Lookalikes Case Study # 1
  9. 9. Intro to Nanobit Hollywood Story My Story
  10. 10. Ad Whale Trends Ad Whales are 10% of User Base They make 70% of the ad revenue Other Ad Whales 1. Ad Whales make up 70% of revenue 2. The top user in a given app can make over $100 in ad revenue 3. We see RTB bids of $999 10% 90% 30% 70%
  11. 11. Ad Whale Lookalikes - 69.5% ROI on D7 Installs D7 LTV D7 Revenue D7 ROI My Story - Android 7,918 $2.53 $20,067 80.9% My Story - iOS 998 $1.85 $1,845 50.5% Hollywood Story - Android 6,225 $0.77 $4,810 55.0% Hollywood Story - iOS 767 $0.36 $276 16.7% Total 15,908 $1.70 $26,998 69.5%
  12. 12. Scaling Ad Whales Other Ad Whales 50% 0%
  13. 13. Nanobit’s Growth in 2018 Q42017 Q12018 Q22018 Q32018 Q42018 RevenueGrowth
  14. 14. Optimizing Price Floors Case Study # 2
  15. 15. Intro to Tripledot Solitaire Soduko
  16. 16. Price Floor Optimization 3.5x eCPM Impressions on Different Bid Levels 0 95 Admob Facebook
  17. 17. SOOMLA’s price floor recommendations were implemented on July 24th and led to a 3.5x increase in eCPM in one of the ad-networks and a total increase of 30% in revenue
  18. 18. July 24th Price Floor Optimization 3.5x eCPM Revenue for US - iOS Interstitials
  19. 19. Blacklisting Advertisers Case Study # 3
  20. 20. Intro to Lotum 4 Pics 1 Word
  21. 21. Revenue Breakdown per Advertised App Dashboard Snapshot Monitor who advertises in your app and use it to optimize yield
  22. 22. Some Advertisers Churn 3x More Word Connect Mobile Strike Gardenscapes Game of War Roll the Ball Battle Bay Toon Blast Wish Pet Rescue Saga Leboncoin 3x Churn Compared to Gardenscapes SOOMLA allows us to be data driven in areas where we previously couldn’t. I believe the Traceback platform is highly beneficial for app publishers who monetize with ads. Jans Abke Co-Founder Lotum Churn Rate
  23. 23. Advertiser Breakdown: Churn vs Revenue Word Connect Mobile Strike Gardenscapes Game of War Roll the Ball Battle Bay Toon Blast Wish Pet Rescue Saga Leboncoin -$10-$20-$30-$40 $0 $10 $20 $30 Lost Rev Per Mile Rev Per Mile
  24. 24. SOOMLA’s Approach to Ad LTV Unbiased 3rd party100% focused on Ad LTV Super granular data collection Engage the ad-networks in the solution Ongoing truth testing Superior modeling
  25. 25. Ad LTV Accuracy - SOOMLA’s Testing Results
  26. 26. Ad LTV Benchmarks Industry Report - Ad LTV Benchmarks for Hypercasual and Ad-Funded Apps 1. Search Google for “Ad LTV Benchmarks” 2. SOOMLA Blog - Top Right Banner Download Options
  27. 27. Questions? soomla.com blog.soomla.com
  28. 28. Thank You!

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