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MYTH BUSTERS
Starring Natalie Portier
COO of
“In-app ads harm user
experience”
Today’s Myth
“In-app ads can boost both ad
revenue AND user experience,
when done right”
Truth
QUIZ TIME
Good UX or Bad UX?
Good UX or Bad UX?
Good UX or Bad UX?
“Cool game. Bought it because it was featured
at the App Store. Too bad App Store didn’t say it
crashes...
Good UX or Bad UX?
Good UX or Bad UX?
“I have an advertisement pop up every 2
seconds and it makes me die, so that issue
needs fixed asap…”
Good UX or Bad UX?
“Game is good. There are few ads but it’s just a
few seconds. I love games like this.”
Monetize the Right Way
Use Proper Placement
Don’t
Be Intrusive
Hinder Gameplay
Monetize the Right Way
Serve Ads in Natural Resting Periods
LEVEL
COMPLETED!
AD!
Monetize the Right Way
Cap Frequency & Add Variety
5 Mins
Monetize the Right Way
Minimize Ad Loading Time
AD LOAD TIME?
Monetize the Right Way
Segment Your Users
NEW
PLAYER
LIVES IN
CANADA
POWER
USER
Monetize the Right Way
Filter Mature Content
Monetize the Right Way
Reward Your Users
62%
Of Players Watch
Rewarded Video Ads
Regularly for In-
Game Perks
Source: Unit...
EXPERIMENT!
Ad Networks Ad Formats Ad Placement
+ +
Discover Ideal Combination for
Your App and Audience
Case Study: Ghost Town Adventures
Case Study: Ghost Town Adventures
Assumptions
1. Ads demotivate in-app purchases
2. Ads drive user retention down
3. Ad mo...
Case Study: Ghost Town Adventures
Experiment
Duration: 2 weeks
# of Users: 10,000
Divide users into 2 segments
Group A
Ads...
Case Study: Ghost Town Adventures
Parameters:
ARPPU
LTV
Ad Impressions
Retention Rate
Average Session Length
Conversion
Case Study: Ghost Town Adventures
Results
Group A
34K Ad Impressions
More Ad Revenue
More In-App Purchases
(Transactions)
...
Case Study: Ghost Town Adventures
Conclusion
1. Ads lead to more in-app purchases
2. Ads do not affect retention and incre...
Case Study: Ghost Town Adventures
What’s Happening Now
Ads are shown to both paying and non-paying users
Company runs expe...
“In-app ads can boost both ad revenue AND
user experience, when done right”
Top 8 Tips
1. Use Proper Placement
2. Reward Y...
“In-app ads harm user experience”
Today’s MythMYTH BUSTED
Share Your Tips!
natalie@appodeal.com
www.appodeal.com
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How to Have It All? Ad Revenue AND Stellar User Experience | Natalie Portier

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Delivered at Casual Connect Europe 2017. In-app ads and amazing user experience don't have to be mutually exclusive. Join us to discover how to generate a positive, customized experience for your users and top ad revenue with expert tips and detailed case studies from successful publishers.

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How to Have It All? Ad Revenue AND Stellar User Experience | Natalie Portier

  1. 1. MYTH BUSTERS Starring Natalie Portier COO of
  2. 2. “In-app ads harm user experience” Today’s Myth
  3. 3. “In-app ads can boost both ad revenue AND user experience, when done right” Truth
  4. 4. QUIZ TIME Good UX or Bad UX?
  5. 5. Good UX or Bad UX?
  6. 6. Good UX or Bad UX? “Cool game. Bought it because it was featured at the App Store. Too bad App Store didn’t say it crashes all the time.”
  7. 7. Good UX or Bad UX?
  8. 8. Good UX or Bad UX? “I have an advertisement pop up every 2 seconds and it makes me die, so that issue needs fixed asap…”
  9. 9. Good UX or Bad UX? “Game is good. There are few ads but it’s just a few seconds. I love games like this.”
  10. 10. Monetize the Right Way Use Proper Placement Don’t Be Intrusive Hinder Gameplay
  11. 11. Monetize the Right Way Serve Ads in Natural Resting Periods LEVEL COMPLETED! AD!
  12. 12. Monetize the Right Way Cap Frequency & Add Variety 5 Mins
  13. 13. Monetize the Right Way Minimize Ad Loading Time AD LOAD TIME?
  14. 14. Monetize the Right Way Segment Your Users NEW PLAYER LIVES IN CANADA POWER USER
  15. 15. Monetize the Right Way Filter Mature Content
  16. 16. Monetize the Right Way Reward Your Users 62% Of Players Watch Rewarded Video Ads Regularly for In- Game Perks Source: Unity 3D EARN A LIFE! by watching this video
  17. 17. EXPERIMENT! Ad Networks Ad Formats Ad Placement + + Discover Ideal Combination for Your App and Audience
  18. 18. Case Study: Ghost Town Adventures
  19. 19. Case Study: Ghost Town Adventures Assumptions 1. Ads demotivate in-app purchases 2. Ads drive user retention down 3. Ad monetization is only good for free users
  20. 20. Case Study: Ghost Town Adventures Experiment Duration: 2 weeks # of Users: 10,000 Divide users into 2 segments Group A Ads for all, always. Group B • Ads for non- paying users only. • 30 minutes frequency cap.
  21. 21. Case Study: Ghost Town Adventures Parameters: ARPPU LTV Ad Impressions Retention Rate Average Session Length Conversion
  22. 22. Case Study: Ghost Town Adventures Results Group A 34K Ad Impressions More Ad Revenue More In-App Purchases (Transactions) Higher Retention Rate Group B 20K Ad Impressions Lower Ad Revenue More Paying User with Small Purchases Lower Retention Rate
  23. 23. Case Study: Ghost Town Adventures Conclusion 1. Ads lead to more in-app purchases 2. Ads do not affect retention and increase LTV. 3. Ads brought in Ad Revenue in addition to in-app purchases.
  24. 24. Case Study: Ghost Town Adventures What’s Happening Now Ads are shown to both paying and non-paying users Company runs experiment with new users regularly to confirm chosen strategy
  25. 25. “In-app ads can boost both ad revenue AND user experience, when done right” Top 8 Tips 1. Use Proper Placement 2. Reward Your Users 3. Serve Ads in Natural Resting Periods 4. Cap Frequency & Add Variety 5. Minimize Ad Loading Time 6. Segment Your Users 7. Filter Mature Content 8. Experiment!
  26. 26. “In-app ads harm user experience” Today’s MythMYTH BUSTED
  27. 27. Share Your Tips! natalie@appodeal.com www.appodeal.com

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