How to Have It All? Ad Revenue AND Stellar User Experience | Natalie Portier
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MYTH BUSTERS Starring Natalie Portier COO of
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Transcript of How to Have It All? Ad Revenue AND Stellar User Experience | Natalie Portier
MYTH BUSTERS
Starring Natalie Portier
COO of
“In-app ads harm user experience”
Today’s Myth
“In-app ads can boost both ad revenue AND user experience,
when done right”
Truth
QUIZ TIME
Good UX or Bad UX?
Good UX or Bad UX?
Good UX or Bad UX?
“Cool game. Bought it because it was featured at the App Store. Too bad App Store didn’t say it
crashes all the time.”
Good UX or Bad UX?
Good UX or Bad UX?
“I have an advertisement pop up every 2 seconds and it makes me die, so that issue
needs fixed asap…”
Good UX or Bad UX?
“Game is good. There are few ads but it’s just a few seconds. I love games like this.”
Monetize the Right Way Use Proper Placement
Don’t Be Intrusive
Hinder Gameplay
Monetize the Right Way Serve Ads in Natural Resting Periods
LEVELCOMPLETED! AD!
Monetize the Right Way Cap Frequency & Add Variety
5 Mins
Monetize the Right Way Minimize Ad Loading Time
AD LOAD TIME?
Monetize the Right Way Segment Your Users
NEW PLAYER
LIVES IN CANADA
POWER USER
Monetize the Right Way Filter Mature Content
Monetize the Right Way Reward Your Users
62%
Of Players Watch Rewarded Video Ads Regularly for In-Game Perks
Source: Unity 3D
EARN A LIFE!
by watching this video
EXPERIMENT!
Ad Networks Ad Formats Ad Placement
+ +
Discover Ideal Combination for Your App and Audience
Case Study: Ghost Town Adventures
Case Study: Ghost Town Adventures
Assumptions
1. Ads demotivate in-app purchases
2. Ads drive user retention down
3. Ad monetization is only good for free users
Case Study: Ghost Town Adventures
Experiment
Duration: 2 weeks# of Users: 10,000
Divide users into 2 segments
Group A
Ads for all, always.
Group B
• Ads for non-paying users only.
• 30 minutes frequency cap.
Case Study: Ghost Town Adventures
Parameters:
ARPPU
LTV
Ad Impressions
Retention Rate
Average Session Length
Conversion
Case Study: Ghost Town Adventures
Results
Group A
34K Ad Impressions
More Ad Revenue
More In-App Purchases (Transactions)
Higher Retention Rate
Group B
20K Ad Impressions
Lower Ad Revenue
More Paying User with Small Purchases
Lower Retention Rate
Case Study: Ghost Town Adventures
Conclusion
1. Ads lead to more in-app purchases
2. Ads do not affect retention and increase LTV.
3. Ads brought in Ad Revenue in addition to in-app purchases.
Case Study: Ghost Town Adventures
What’s Happening Now
Ads are shown to both paying and non-paying users
Company runs experiment with new users regularly to confirm chosen strategy
“In-app ads can boost both ad revenue AND user experience, when done right”
Top 8 Tips
1. Use Proper Placement2. Reward Your Users3. Serve Ads in Natural
Resting Periods4. Cap Frequency & Add
Variety
5. Minimize Ad Loading Time
6. Segment Your Users7. Filter Mature Content 8. Experiment!
“In-app ads harm user experience”
Today’s MythMYTH BUSTED
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