Managing the Monetization and UA Cycle | David Cohen

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

Salesdavid@ironsrc.com

@ironSource

Thank You