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Scaling with Ad Monetization - Tips and Secrets - Roy Tzayag, Ilyon Games

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As presented at Madrid Mobile Summit 2017:
www.mmsummit.com

Publicada em: Tecnologia
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Scaling with Ad Monetization - Tips and Secrets - Roy Tzayag, Ilyon Games

  1. 1. Scaling with Ad Monetization November 2017 Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  2. 2. Roy Tzayag ● Head of Monetization ● 10 Years in the online sphere (Emphasis on Games) ● Producer, product and monetization ● Started in Web and advanced to mobile Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  3. 3. Ilyon Overview ● Leading Casual Games Developer & Publisher ● 110 In-house Employees ● More than 200M Installs Across our Portfolio ● Bootstrap company ● Mainly Organic growth ● Worldwide traffic ● Main revenue from ads Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  4. 4. Our Games ● 2 Ilyon Games are in Worldwide Top 10 Casual Games ● Many other successful titles featured on both Play and iTunes Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  5. 5. Growth Strategy ● “User First” approach- ○ Ratings (4+ on all titles) ○ Dedicated Custumer support ○ Engagement & Retention ● In-house ASO department ○ Store Localization ○ Keywords ○ Graphics experiments ● Monetization focused Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  6. 6. Titles Overview Bubble Shooter Proprietary and Confidential Information of Ilyon Dynamics Ltd. Cookie Crush Match 3 Crush & Pop with Hard Rock NEW Cube Blast Tap 2 NEW
  7. 7. Bubble Shooter ● Ilyon’s IP ● Avg Rating: 4.3 ● 40M+ Installs ● 2.1M DAU Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  8. 8. Cookie Crush Match 3 ● Avg Rating: 4.4 ● 37M+ Installs ● 1.9M DAU ● Mainly Organic growth Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  9. 9. Monetization Mix ● Hybrid Monetization Strategy ○ Ads ( 5+ billion monthly impressions) ■ Interstitial ■ Banners ■ Rewarded Video ■ Native ○ IAP ■ Sales ■ Special Events Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  10. 10. Monetization Strategy (MNE) ● Mediate ● Negotiate ● Experiment Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  11. 11. Monetization Strategy (MNE) ● Mediate ○ Focusing on top GEOs ○ Testing relevant new networks ○ Decide on key monetization metrics ○ Always track product perfomance (Ratings, engegement, retention…) ○ Diversify (branded, perfomance..) ○ In-house vs. service Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  12. 12. Monetization Strategy (MNE) ● Negotiate ○ Bargain for deals ■ Revenue share ■ Integration fees ■ Floor prices ■ Waterfall placements ○ CPM is not everything! ■ Track fill rate (80/20) ■ Overall synergy (ARPDAU,Rev/session) ○ Search for local gems ■ Dedicated networks for your top GEOs Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  13. 13. Monetization Strategy (MNE) ● Experiment (don’t take anything for granted) ○ Placements- ■ Try new ones ■ Rotate current ones ○ Formats- ■ Always test new formats (Native, Rewarded, Polls) ■ Segment users per format ○ Frequency/Logic ■ Ads per session ■ When and where to serve Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  14. 14. Rewarded video overview ● Rewarded video ○ Yes, it’s still a thing… :-) ○ CPMs higher than other formats ○ Users prefer them (Pull strategy) Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  15. 15. Rewarded video tips ● Try different placements ● User engagement > Impressions ● Know what to measure ● Experiment when to display - ○ After app launch (1st imp) ○ In time of need ○ User is winning/losing Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  16. 16. Rewarded placements Impact (X3.5) Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  17. 17. Native ads overview ● Native Ads- ○ Placed anywhere/adaptable ○ Totally new placements ○ Compliment the product ○ Higher CPMs (compared) ○ Less intrusive Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  18. 18. Native Ads Tips ● Mediate native (Facebook, Mopub, Admob…) ● Measure placements perfomance ● Go Wild with native placements You will be surprised! Proprietary and Confidential Information of Ilyon Dynamics Ltd.
  19. 19. Monetization Trends 2018 1. Rates will keep increasing for “newer” formats and vice versa 2. Pull strategy > Push strategy 3. User first monetization- “Happy” users convert 4. New monetization methods (data, polls, webview) 5. “Tier3” on the rise 6. Mobile “Header Bidding” 7. Smarter ad monetization (Data-driven, Adaptable, AI) Proprietary and Confidential Information of Ilyon Dynamics Ltd. 2018
  20. 20. Thank You! Proprietary and Confidential Information of Ilyon Dynamics Ltd.

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