Ad Monetization Design Patterns in F2P Games
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Ad monetization design patterns in free-to-play
gamesEric Benjamin Seufert
Heracles
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Who I Am
Partner,Heracles
Owner,Mobile Dev Memo
Author,Freemium Economics
Formerly:
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State of the App Economy
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Growth of mobile advertising continues unabated.
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Growth of mobile advertising continues unabated.
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Growth of mobile advertising continues unabated.
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Growth of mobile advertising continues unabated.
FB 10Q (Q2 2016)
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Growth of mobile advertising continues unabated.
GOOG 10Q (Q2 2016)
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Video is driving this growth...
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Video is driving this growth...
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Video is driving this growth...
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Video is driving this growth...
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Video is driving this growth...
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...and networks / publishers are facilitating this with new formats and tools.
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...and networks / publishers are facilitating this with new formats and tools.
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...and networks / publishers are facilitating this with new formats and tools.
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...and networks / publishers are facilitating this with new formats and tools.
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...and networks / publishers are facilitating this with new formats and tools.
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...but we’re still very much in the Wild West. Good information is hard to come by.
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And fraud is rampant.
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App Monetization in 2016
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The App Monetization Opportunity with Video
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The App Monetization Opportunity with Video● Tap into growing video advertising budgets on
mobile;
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The App Monetization Opportunity with Video● Tap into growing video advertising budgets on
mobile;● Leverage eyeballs into revenues by supplying
inventory to ever-increasing demand for mobile placements;
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The App Monetization Opportunity with Video● Tap into growing video advertising budgets on
mobile;● Leverage eyeballs into revenues by supplying
inventory to ever-increasing demand for mobile placements;
● Prepare for programmatic direct future marketplace with API- and backend-driven ad serving.
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The App Monetization Dilemma with Video
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The App Monetization Dilemma with VideoHow to monetize users with ads that don’t displace their attention from your app...
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The App Monetization Dilemma with VideoHow to monetize users with ads that don’t displace their attention from your app...
...yet still convert well enough to maintain viable CPMs.
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The App Monetization Imperative with Video
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The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
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The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:
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The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:● Native;
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The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:● Native;● User-initiated (pull, not push);
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The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:● Native;● User-initiated (pull, not push);● Integrated seamlessly into content (not a distraction
from app’s use case).
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App Monetization Design Patterns
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Ads in the Content Channel
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Ads in the Content Channel
Seamless integration of ads alongside native content created opportunity for high number of impressions / session
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Ads in the Content ChannelCanonical Example: Facebook Newsfeed
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Ads in the Content ChannelInstagram
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Ads in the Content ChannelRovio Content Channel
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Rewarded Video as a Content Driver
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Rewarded Video as a Content Driver
Rewarded video serves as the primary driver of content delivery, eg. content is mostly unlocked via video rewards in the app’s (mostly games) core use case
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Rewarded Video as a Content DriverFlip Diving
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Rewarded Video as a Content DriverNonstop Knight
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Rewarded Video as a Content Accelerator
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Rewarded Video as a Content AcceleratorVideo rewards increase the pace at which content is unlocked or at which progression in the app’s core use case is permitted.
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Rewarded Video as a Content Accelerator
Flip Diving
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Brand Placements as a Content Extension
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Brand Placements as a Content ExtensionBranded ad placements extend the available content in the app. Brand advertisements take the form of native content.
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Brand Placements as a Content Extension
LINE App
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Brand Placements as a Content Extension
Crossy Road