Mastering the Art of Rewarded Video | Tal Shoham

Tal Shoham - VP International Business Development, Developer Solutions

Mastering the Art of Rewarded Video

Casual Connect Singapore 2016

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What are we talking about?

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Product

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ProductUser-InitiatedOpt-in, users engage on their own terms

User-InitiatedOpt-in, users engage on their own terms

UXPre-cashed, HD, instant play, timer

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Product

User-InitiatedOpt-in, users engage on their own terms

UXPre-cashed, HD, instant play, timer

Rewarded ContentUsers’ time = part of financial ecosystem

Video Ads

Product

User-InitiatedOpt-in, users engage on their own terms

UXPre-cashed, HD, instant play, timer

Rewarded ContentUsers’ time = part of financial ecosystem

Product IntegrityStrong vendors, seamless, multi-platform support

Video Ads

Product

User-InitiatedOpt-in, users engage on their own terms

UXPre-cashed, HD, instant play, timer

Rewarded ContentUsers’ time = part of financial ecosystem

Product IntegrityStrong vendors, seamless, multi-platform support

Video SSP’sManage and optimize more than one video vendor

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Product

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Monetization (Supply)

Top Developersare using it

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Monetization (Supply)

Top Developersare using it

Great UXusers love it

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Monetization (Supply)

Top Developersare using it

Great UXusers love it

Significant $$$eCPM, Fill-rate…

Video Ads

Monetization (Supply)

Top Developersare using it

Great UXusers love it

Significant $$$eCPM, Fill-rate…

Video Vendors significant growth & opportunity

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Monetization (Supply)

Think Like aMonetization Manager!

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Monetization (Supply)

What Do Developers Care About?

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Monetization (Supply)

User Experienceuser flow, UI, content, engagement, retention

What Do Developers Care About?

Video Ads

Monetization (Supply)

User Experienceuser flow, UI, content, engagement, retentionIAPin-store actionWhat Do

Developers Care About?

Video Ads

Monetization (Supply)

User Experienceuser flow, UI, content, engagement, retentionIAPin-store action

TechnologySDKs, plugins, crashes, bugs

What Do Developers Care About?

Video Ads

Monetization (Supply)

User Experienceuser flow, UI, content, engagement, retentionIAPin-store action

TechnologySDKs, plugins, crashes, bugs

PerformanceeCPM, fill-rate

What Do Developers Care About?

Video Ads

Monetization (Supply)

User Experienceuser flow, UI, content, engagement, retentionIAPin-store action

TechnologySDKs, plugins, crashes, bugs

PerformanceeCPM, fill-rate

What Do Developers Care About? Money $$$

Video Ads

Monetization (Supply)

User Experienceuser flow, UI, content, engagement, retentionIAPin-store action

TechnologySDKs, plugins, crashes, bugs

PerformanceeCPM, fill-rate

What Do Developers Care About? Money $$$

VIDEO!

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Monetization (Supply)

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Monetization (Supply)

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Marketing (Demand - UA & Brands)

Brands Love Video

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Marketing (Demand - UA & Brands)

Brands Love Video Top Developers/Advertisers

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Marketing (Demand - UA & Brands)

Brands Love Video Top Developers/Advertisers High ROI/LTV

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Marketing (Demand - UA & Brands)

Brands Love Video Top Developers/Advertisers High ROI/LTV

Video Partners

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Marketing (Demand - UA & Brands)

Think Like aUA Manager!

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Marketing (Demand - UA & Brands)

What Do Advertisers Care About?

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Marketing (Demand - UA & Brands)

Quality ROI, LTV...

What Do Advertisers Care About?

Video Ads

Marketing (Demand - UA & Brands)

Quality ROI, LTV...

Volumes

What Do Advertisers Care About?

Video Ads

Marketing (Demand - UA & Brands)

Quality ROI, LTV...

Volumes

What Do Advertisers Care About? VIDEO!

Video Ads

Marketing (Demand - UA & Brands)

Video Ads

Marketing (Demand - UA & Brands)

Rewarded Video

Best Practices

Keep reward relevanthow significant is the reward for your user?

Rewarded Video

Best Practices

Criminal Case (Pretty Simple)

Variety of rewardsto maximize user preference (energy, coins, life)

Rewarded Video

Best Practices

King of Thieves (Zeptolab)

King of Thieves (Zeptolab)

Unique implementation

Rewarded Video

Best Practices

Best Fiends (Seriously)

Multiple placementsHigh visibility, consistent user awareness

Rewarded Video

Best Practices

Warhammer, 40,000 (Freeblade)

Warhammer, 40,000 (Freeblade)

In-game integrationIntegral part of the game flow

Rewarded Video

Best Practices

Epic Skater (Kongregate)

Bullet Boy (Kongregate)

Case Study 1:

Earn to Die 2, Not Doppler

Earn to Die 2 operates a unique and robust currency system that involves exponential inflation for upgrades in the app – like upgrading the vehicle.

Case Study 1: Not Doppler

Earn to Die 2 The Challenge

Integrate RV into unique game currencyIncrease ongoing engagement in advanced levelsMaximize revenue and eCPM

Our Solution

Implement unique RV system that adapts to players’ in-game progressOffer intermittent ‘Double Rewards’ to encourage engagement with RV ads

The Results

Engagement rates soared above market benchmarksAugmented smart rewarding scheme based on gameplay progress

25-38%Engagement Rate

● ● ,●

● ,●

● ,●

Case Study 2: Upopa Games

Hopeless 2: Cave Escape

Case Study 2: Upopa Games

Hopeless 2: Cave Escape

Upopa’s Monetization Evolution:

IAP:

10¢ /

user

Interstitial

Ads:

1¢ / user

Lengthof level:

3Minutes

Result:Couldn’t show many interstitials due to length of uninterrupted

level time

Case Study 2: Upopa Games

Hopeless 2: Cave Escape

Upopa’s Monetization Evolution:

IAP:

10¢ /

user

Interstitial

Ads:

1¢ / user

Lengthof level:

3Minutes

Result Step 1Couldn’t show many interstitials due to length of uninterrupted

level time

IAP:

10¢ /

user

Interstitial

Ads:

2¢ / user

Lengthof level:

20

Seconds

Result Step 2Interstitial Ad revenue increased, but opportunity for revenue still

wasn’t optimized

Case Study 2: Upopa Games

Hopeless 2: Cave Escape

Upopa’s Monetization Evolution:

IAP:

10¢ /

user

Interstitial

Ads:

1¢ / user

Lengthof level:

3Minutes

Result Step 1Couldn’t show many interstitials due to length of uninterrupted

level time

IAP:

10¢ /

user

Interstitial

Ads:

2¢ / user

Lengthof level:

20

Seconds

Result Step 2Interstitial Ad revenue increased, but opportunity for revenue still

wasn’t optimized

IAP:

15¢ /

user

InterstitialAds:

3¢ / user

Lengthof level:

20

Seconds

Rewarded

Videos:

13

¢ / userResult Step 3IAP and Interstitial Ad revenues increased (due to longer in-app session time and LTV brought by

RV).

Case Study 2: Upopa Games

Hopeless 2: Cave Escape

Upopa’s Monetization Evolution:

IAP:

10¢ /

user

Interstitial

Ads:

1¢ / user

Lengthof level:

3Minutes

Result Step 1Couldn’t show many interstitials due to length of uninterrupted

level time

IAP:

10¢ /

user

Interstitial

Ads:

2¢ / user

Lengthof level:

20

Seconds

Result Step 2Interstitial Ad revenue increased, but opportunity for revenue still

wasn’t optimized

IAP:

15¢ /

user

InterstitialAds:

3¢ / user

Lengthof level:

20

Seconds

Result Step 3IAP and Interstitial Ad revenues increased (due to longer in-app session time and LTV brought by

RV).

Rewarded

Videos:

13

¢ / user

System-initiated products User-initiated products

Case Study 2: Upopa Games

Hopeless 2: Cave Escape

Upopa’s Monetization Evolution:

Results

IAP increased 50%

LTV increased 70%

More time spent in game

More non-IAP monetization solutions

More conversions

More opportunitiesHopeless 2

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Summary

All Love It!Advertisers / Developers / Users

Best Practices Using RV is an art

Goal-Oriented Performance

Retention / IAP / Revenue / Engagement / Session Length

Questions?

Tal ShohamVP International Business Development, Developer Solutionstalsho@ironsrc.com

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Summary