Turning Ad Formats Into App Features
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Mobile games are evolving right before our eyes, breaking all development stereotypes, and the use of advertising is no exception. Hit titles like Crossy Road and Fun Run 2 have generated millions of dollars through unique game flow and design, using video ad units as part of the game play. Hear from Supersonic's Head of Publisher Operations, Adam Ben-David, on how premium publishers like PopCap, PocketGems, and Text+ craft their mobile advertising experience, effectively turning mobile ads into app features. This talk was delivered by Adam Ben-David, VP of Supply Side Platform at Supersonic, at Casual Connect SF 2015.
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Turning Ad Formats Into App Features
- 1. Turning Ad Units into App Features Adam Ben-David Vice President, Supply-Side-Platform
- 2. Rewarded Video: Everybody Wins Rewarded Video Player DeveloperAdvertiser + Opt-in + Get Value + Quality engagement + Positive brand association + Engagement + Retention + Revenue
- 4. Why?
- 5. 0 1 2 3 4 5 6 7 8 Lowest Low Medium High Highest Ad Engagers Non Engagers Impact on Engagement Games Per Session vs. User Engagement Levels
- 6. 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% Ad Engagers Non Engagers Impact on Revenue Percentage of users which generate IAP
- 7. How?
- 8. End-to-End Design Finished product with Add-ons (Tacky) VS How?
- 10. Video Luck mini-game Post-ActionPre-Action
- 15. Feature: Revive
- 17. Rules to Remember 1. Integrate the ad experience into your game loops 2. Make it a natural part of the game look and feel 3. Show the player clear value proposition 4. Inform the player that he got his reward 5. Get creative with design
Editor's Notes
- #2: Tag-line or subtitle.
- #6: Swap to high, medium, low groups Total numbers
- #7: Session Gating Sample-set of 50 Supersonic Developer Partners Non-engagers industry standard is: 4.5% Ad-engaers 9.1%
- #9: GTR Outcome: Premium Product, Premium Experience. Worth my Money Corolla Outcome: Sloppy Product, Mediocre Experience. Spend money on this???
- #10: CASE ONE: Enhancement to Game-Play mechanics BOOSTS UI RULE ONE: Match Style-guide / Creativity makes an impact UI RULE TWO: Clear Value prop. The clearer the message The better the results
- #11: UI RULE THREE: Pre/Post notifications Book-end the experience. Reinforce the action Boosts Core feature of Game-loop. Various boosts provide skill modifiers during levels. Improved aim Improved destruction Special powers Combined with the Wheel of fortune mechanic inputs Luck into the experience. Chance to win most desired boost increases engagement.
- #12: CASE TWO: Remove Gates + Repeat Core Loops - More Turns UI RULE ONE: Match Style-guide / Creativity makes an impact: Free Spins Jug Built-in fixture of the Game. UI RULE TWO: Clear Value prop. The clearer the message The better the results
- #13: UI RULE THREE: Pre/Post notifications Book-end the experience. Reinforce the action Spins Core feature of Game-loop. Main resource for progression, allow you to sping the Pirate Wheel: Increase Gold Attack Players Steal from Players Gain Defense Earn more Spins = Extend Game-loops + Increase session length.
- #14: CASE THREE: Speed up Game Progressions SPEED-UPS UI RULE ONE: Match Style-guide / Creativity makes an impact. Fairys Core feature of Game-loop UI RULE TWO: Clear Value prop. The clearer the message The better the results
- #15: UI RULE THREE: Pre/Post notifications Book-end the experience. Reinforce the action Main fun is killing enemies FAST. You feel powerful. 2 clicks to kill a monster instead of 20. All about increasing speed / velocity. Random intervals, Provide various boosts: Speed Attack Power Gold/Gems Fairy Ads [Built in part of the Fairy Feature.] Random draw on whether or not you get the fairy bonus with our without the Ad. Makes the truly free moments feel like double win. + Luck + Variable Values, but ultimately same end, increase DPS == GPS - Varied rewards works well on used. Dont know what they may get before.
- #16: CASE THREE: Speed up Game Progressions SPEED-UPS UI RULE ONE: Match Style-guide / Creativity makes an impact. Fairys Core feature of Game-loop UI RULE TWO: Clear Value prop. The clearer the message The better the results
- #17: UI RULE THREE: Pre/Post notifications Book-end the experience. Reinforce the action Main fun is killing enemies FAST. You feel powerful. 2 clicks to kill a monster instead of 20. All about increasing speed / velocity. Random intervals, Provide various boosts: Speed Attack Power Gold/Gems Fairy Ads [Built in part of the Fairy Feature.] Random draw on whether or not you get the fairy bonus with our without the Ad. Makes the truly free moments feel like double win. + Luck + Variable Values, but ultimately same end, increase DPS == GPS - Varied rewards works well on used. Dont know what they may get before.