mobile ua tips from the inside | paivi putsepp-seufert
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Mobile UA tips from the inside
Päivi Pütsepp-SeufertBusiness Development Manager
UnityAds
How an Ad Network Works
50k live publishing games 3k Advertising games
400M users
Mobile UA tips from a network perspective
Tip 1. Three creatives better than one
Tip 2. Source-level optimisation: blacklisting & whitelisting
Tip 3. OS level optimisation
Tip 4. No demographic exclusion, rely on data & the algorithm
Tip 5. 10% increase in bid ≠ only 10% increase in volumes
Tip 6. Communicate with your network AM regularly
Tip 7. Video asset suggestions
Tip 1. Multiple videos better than oneEach video = unique evaluation & eCPMeCPM = CVR x CPI x 1000
Larger audience & more segments more volumes
NB! No guaranteed volumes (10 videos ≠ 10 times more volumes), the ad needs to be engaging with a competitive eCPM.
Video 1 shown to source ID 456 with higher eCPMVideo 2 shown to source ID 123 with higher eCPM
Video 1 Video 2
Source ID 123 Source ID 456
Installs over time. Strategy game
Tip 1. Multiple videos better than one
Android
iOS
Tip 2. Sub-source level optimisation: blacklisting
Do not pause a source with less than 100 installsOrdo not pause at all – create a low-bid campaign instead- Pay 30% of the RON campaign
200 - 300 installs per day extra
Installs over time. Casual game
Tip 2. Sub-source level optimisation: whitelisting
Bid higher for high-quality sources
Installs over time. Social casino gameDifference in bid 20% - 200%
1+ sources
If you can afford to, make the most of it
Tip 3. Operating system level optimisation
Pay higher for high-end operating system users
If you have:
Post-install event data per OSQuality difference per OS level
build your campaigns towards this
Tip 3. OS level optimisationExamplePhase 1 Android
Android - Tier 1 - OS 4.0-4.4 Android - Tier 1 - OS 5.0-5.1 Android - Tier 1 - OS 6.0+
Phase 2 iOS
Tier 1 - RON - OS 8.0 - 9.0
Tier 1 - RON - OS 9.0+ Tier 1 - WL - OS 9.0+
Tier 2 - RON - OS 8.0 - 9.0
Tier 2 - RON- OS 9.0+
CPI 1$ difference per OS group
Installs over time. Strategy game
Android
iOS
Tip 4. Demographic targeting might be limiting, data exploration is maximising
“Target only male 25+” or “Target only females” or “Target only casual games”
Do not exclude based on assumption!Rely on actual data
Let the networks optimize towards the install, you optimize towards the quality of the install
Two-fold approach:1. Predict and evaluate the potential of the campaign (predict eCPM)
2. Learn the eCPM and optimize it
Tip 4. Demographic targeting might be limiting, data exploration is maximising
1. PREDICT and evaluate the potential of the campaign (eCPM)
Machine learning• No manual adjusting because it’s hard to know all the
factors • Utilize all dimensions• Teach the computer what to optimize and let it do the
job and learn
Context: Country; Day of the week; Publishing game Personal: Interest profile; Ads seen; Device Target: Campaigns past performance; Age of the
campaign
2. Learn the eCPM and OPTIMIZE towards best eCPM
• Don’t assume some input will have certain
impact
• Explore the data and try things out
• Figure out the data (combinations,
derivatives, transformations)
Tip 5. 10% increase in bid ≠ only 10% increase in volumes
It is not linear but exponential growth- Change in adplan position
Tip 5. 10% increase in CPI ≠ 10% in volumesInstalls
Spend
CPI
8K
2K
2K
30K
5K
4$
1$
Tip 6. What to ask from your network AM regularly
Changes in the network: - New features & internal tools (hitting caps, CPI increase) for AMs- Algorithm, evaluation changes- Video recommendations (from other advertisers)- Internal design updates/tests (tests for default features)
Tip 7. Video asset suggestions• in-game special events (new characters, levels, items, etc.)
• real gameplay footage or video footage of someone playing
• show the user interaction with game play (drag, tap, gestures)
• show unique selling points
• use short on-screen messages
• localized videos
• length• 15s: Usually good for casual games• 30s: great for mid-hardcore games, conveying the user of unique value• 22s: good optimal length
Mobile UA tips from a network perspectiveTip 1. Multiple creatives better than one
Tip 2. Source-level optimisation: blacklisting & whitelisting
Tip 3. OS level optimisation
Tip 4. No demographic exclusion, rely on data & the algorithm
Tip 5. 10% increase in bid ≠ only 10% increase in volumes
Tip 6. Communicate with your network AM regularly
Tip 7. Video asset suggestions
Thank you!