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Finding the BalanceManaging the Monetization and UA Lifecycle
800MPeople Reached Each Month
4,200Apps Installed Every Minutewith the ironSource Platform
150BRegistered & Analyzed Data Events
Every Month
80K+PARTNERED APPS
SEP. 2010ESTABLISHED
7.5B+INSTALLATIONS TO DATE
700EMPLOYEES
365R&D EMPLOYEES
BEIJING CHINA SHANGHAI CHINA BANGALORE INDIA
SHENZHEN CHINA
TEL AVIV ISRAEL
SAN FRANCISCO UNITED STATES
NEW YORK UNITED STATES
LONDON UNITED KINGDOM
ironSource in Numbers
The Cycle of Mobile Success
Perfection = The Infinite Loop
Monetization UserAcquisition
Profit
Priming Your App EconomyAd Monetization & OptimizationBridging the Gap with User Acquisition
“A successful monetization strategy can be adapted to your users and their spending behaviors. It is dynamic and encouraging, not rigid and forceful.”
Priming your app economy
Provide multiple, tiered currencies (if possible)Present clear value to your usersUnderstand your monetization mix and ARPU
3.5% of gamers make IAPs -- but those who do, spend 30 times more than the average gamer (paying and non-paying) with US$9.39 versus US$0.32 per month per gaming app.*
*Appsflyer report
Ad MonetizationRewarded Video
Advertiser
Player
Developer
RewardedVideo
● Opt-in● Gets
Value
● Engagement● Retention● Revenue
● Quality engagement
● Positive brand association
Ad MonetizationNonstop Knight by Flare Games
Non Engagers
Ad Engagers
Ad MonetizationRewarded Video
2%
6%
10%
4%
8%
0
Impact on RevenuePercentage of users which generate IAP
LowLowest Medium High Highest
Ad MonetizationRewarded Video
2
6
4
8
0
Impact on EngagementGames Per Session vs. User Engagement Levels
◼ Ad Engagers ◼ Non Engagers
1. User uses an app 2. User is offered a video to watch
3. User watches the video 4. User receives their reward
Rewarded Video (RV) - User InitiatedFree Gift
Interstitial ads - System Initiated
Ad Monetization - What to look for
How are your users engaging with your ads?
How many impressions is each ad unit generating?
How do you balance ad frequency and pacing to maximize user experience?
Ad MonetizationOptimization
2.2M 101.2K 5.2 c 2.6 c
Ad MonetizationOptimization
8
User Acquisition
Cross-promotion, Traditional Marketing, Organics (social, viral features)
vs.
Paid Social and Ad Networks
ClickImpression App Open Registration PurchaseApp Store Install
Publisher Risk
Bridging the Gap - Who Owns the Risk?User acquisition funnel
Publisher value Advertiser valueCost model Advertiser Risk
Few users deliver value
UA Quick Hits - How to Get Started
Set a budget and goals for around 1,000 installs, monitor performance, try again.
Focus on the geos that are important to you, “testing” geos is getting more expensive and isn’t always fruitful if your budget is limited.
Ask for help! Your ad network or channel wants you to succeed, don’t be scared to ask for tips and info that has worked for similar games
What should I look for?
Where can you find the largest volume of quality usersat the lowest cost?
Which channels/geos perform the best in terms ofinstall rate and revenue?
How can I begin funneling earned revenue back intothese channels?
When you max out a channel, test the next one
In Summary
Prime your in-app economy for flexibility
Structure monetization before you start pouring money into UA
Bridge the gap with UA
David CohenVP, Strategic
@ironSource
Thank You
