Ad LTV in mobile gaming: deep dive into industry
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What is the situation in Ad LTV right now, what is a good benchmark for mobile game today? Data based on analyzing unique and granular data collected over a period of months and based on billions of in-app ad impressions. What are good and bad best practices looking at games from many genres? What is must have and what is nice to have? What should be most important for smaller company, what should be the focus for bigger organisation?
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Ad LTV in mobile gaming: deep dive into industry
- 1. SOOMLA Inc. All rights reserved | www.soomla.com Ad LTV in mobile gaming deep dive into industry Yaniv Nizan Co-Founder and CEO
- 2. SOOMLA Inc. All rights reserved | www.soomla.com About Yaniv Nizan
- 3. SOOMLA Inc. All rights reserved | www.soomla.com About
- 4. SOOMLA Inc. All rights reserved | www.soomla.com Why We are Unparalleled
- 5. SOOMLA Inc. All rights reserved | www.soomla.com Let’s Talk
- 6. SOOMLA Inc. All rights reserved | www.soomla.com What you Don’t Know and GEO Revenue OS Impressions
- 7. SOOMLA Inc. All rights reserved | www.soomla.com What you Don’t Know and GEO Revenue OS Impressions Actual Ad LTV Advertiser Level Churn Ad Whales Bid Levels Installs Churn Rate Advertiser Identity Campaign Type
- 8. SOOMLA Inc. All rights reserved | www.soomla.com What is More Important? or Revenue Advertiser Level Churn
- 9. SOOMLA Inc. All rights reserved | www.soomla.com Ad LTV: Revenue Actual Ad LTV
- 10. SOOMLA Inc. All rights reserved | www.soomla.com CA D7 $0.12 $0.30 D30 $0.24 $0.48 AU D7 $0.12 D30 $0.20 CN D7 $0.06 D30 $0.08 Q2 2019 LTV By Country OS US D7 $0.19 $0.27 D30 $0.38 $0.44 GB D7 $0.09 $0.21 D30 $0.16 $0.33 DE D7 $0.10 $0.15 D30 $0.17 $0.25 BR D7 $0.02 $0.02 D30 $0.03 $0.04 RU D7 $0.06 $0.04 D30 $0.10 $0.08 IN D7 $0.01 D30 $0.01
- 11. SOOMLA Inc. All rights reserved | www.soomla.com $- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 Aarki Fyber Vungle Snapchat Applovin Unity Ironsource Fluent Tapjoy Facebook Google Organic D7 LTV D30 LTV Q2 2019 LTV By Traffic Sources
- 12. SOOMLA Inc. All rights reserved | www.soomla.com $- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 Aarki Vungle Tapjoy Unity Fluent Snapchat Ironsource Applovin Google Apple Facebook Organic D7 LTV D30 LTV Q2 2019 LTV By Traffic Sources
- 13. SOOMLA Inc. All rights reserved | www.soomla.com LTV Growth Trajectory 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5 0 5 10 15 20 25 30 35 LTV Growth Trajectory Days LTV
- 14. SOOMLA Inc. All rights reserved | www.soomla.com 0% 20% 40% 60% 80% 100% 120% 1 2 3 4 5 6 7 8 9 10 Decile Contribution Accumulation Revenue User deciles Ad Whale
- 15. SOOMLA Inc. All rights reserved | www.soomla.com Churn The ad revenue generated for an app publisher for each user churned. Example: App with no ads Churn due to advertising
- 16. SOOMLA Inc. All rights reserved | www.soomla.com X Churn CPU Revenue Users churned Churn Yield Without Ads $2 $0 0 - With Ads $2 $10 2 $5 $2 < $5 Calculation: Revenue / Churned = Churn Yield
- 17. SOOMLA Inc. All rights reserved | www.soomla.com Ad Network AdMob 22% Facebook 17% IronSource 13% Mopub 11% Vungle 9% Applovin 9% Unity 8% Adcolony 4% Tapjoy 3% Chartboost 1% AdMob Facebook IronSource Mopub Vungle Applovin Unity Adcolony Tapjoy Chartboost Flurry Fyber Inmobi Smaato Millennial Openx Q2 2019, Interstitials and Rewarded Video
- 18. SOOMLA Inc. All rights reserved | www.soomla.com US ROW US ROW Interstitials $12.37 $3.15 $13.79 $3.35 eCPM 0.14% 0.13% 0.27% 0.18% Churn % $8.57 $2.41 $5.16 $1.83 Churn Yield Rewarded Video $35.57 $11.28 $20.49 $6.44 eCPM 0.10% 0.12% 0.09% 0.16% Churn % $34.84 $9.45 $22.88 $4.03 Churn Yield Q2 2019 Ad Network 1 Ad Network 2
- 19. SOOMLA Inc. All rights reserved | www.soomla.com Top Advertisers Homescapes, 2.64% Toon Blast, 2.26% Matchington Mansion, 2.18% Wordscapes, 1.97% Lords Mobile, 1.92% Township, 1.52% Empires & Puzzles: RPG Quest, 1.36% Wish, 1.06% Merge Dragons!, 0.80% Poker - masked by request, 0.79% Q2 2019 , Interstitials and Rewarded Video *Out of 72,500 advertisers
- 20. SOOMLA Inc. All rights reserved | www.soomla.com What is More Important? or Insightful
- 21. SOOMLA Inc. All rights reserved | www.soomla.com Takeaways
- 22. SOOMLA Inc. All rights reserved | www.soomla.com Ask
- 23. SOOMLA Inc. All rights reserved | www.soomla.com Thank Yaniv Nizan