Ad-Based vs. IAP: UA Strategies!

Ad-Based vs. IAP: UA Strategies!

• 1.
  Ad-Based VS IAP:
 UAStrategies KEREM ALEMDAR
 UA MANAGER
• 3.
  Why are theyso different? Ad-based IAP
• 4.
  Differences on CreationPhase Production
• 5.
  Proctuction Phase 1 -Focuses more on meta game play and content
 2 - Long term retention 3 - Conversion rates
 4 - Avg. 1 year 1 - Focuses on core game play
 2 - Short term retention 3 - Ad spaces and session times
 4 - Avg. 2 months IAP monetization; Ad monetization;
• 6.
  Soft Launch -UA Ad monetization;
 
 - General IR and Volume Predictions
 - Representative CPM countries for your main markets
 - Erosion calculations - LTV predictions for the base global launch bids
 - Avg. 2 months
 IAP monetization;
 
 - Conv. rates on different Tiers
 - Identifying your audience types and deciding on targeting
 - LTV Predictions for ROAS targets 
 - Avg. 6 months

• 7.
  Global Launch
• 8.
  Erosion calculations forAd-based
• 9.
  User Age vsArpdau for IAP
• 10.
  UA - Methodologies
• 11.
  Bidding Methodologies for Ad-basedtitles bid targets;
 
 - Affected Retention metrics (Day 7 - 14 - 28).
 - Affected by the general eCPM fluctuation (holiday sessions etc.).
 - Affected by your DAU.
 - Affected by other advertisers.
 for IAP titles bid targets;
 
 - Affected Conv. Metrics.
 - Affected by ROAS.
 - Affected by customer satisfaction.
 - Affected by in-game maintenance.

• 12.
  Bidding Methodologies for Ad-basedtitles bid targets;
 
 - LT x Arpdau - Margin = bCPI
 - LT x Arpdau x Virality fac. - Margin = CPI
 for IAP titles bid targets;
 
 - Avg. Covn. Value x Conversion Rate - Margin= bCPI
 - bCPI + Org. Revenue per install= CPI
• 13.
  Bidding Methodologies for Ad-based;
 
 -Based on last T-60 to T-30 Retention Data - Based on last avg. 7 Days Arpdau
 - Based on seasonality and market
 for IAP ;
 
 - Based on last T-28 to T-7 Spending Curves - Based on T-11 to T-4 conv. rate
 - Based on historical data
 - Based on desired payback time
• 14.
  Targeting Methodologies for Ad-basedtitles;
 
 - Broad Targeting
 - No value differences based on Audiences - Retention normalizes after certain Volume - Differentiating Device base LTV is hard for IAP titles;
 
 - Audiences has different value
 - Differentiating Device base LTV is easy
 - Fluctuates by other games UA strategies

• 15.
  Creative Optimisation Methodologies forAd-based titles;
 
 - IR is the main optimization metric
 - Generic and Gameplay Focused - Low effect on in-game metrics - Saturation is fast for IAP titles;
 
 - ROAS is the main optimization metric
 - Different ad concepts attracts different Audience Types
 - Saturation is slow - Localizations are important
• 16.
  Unknown Advantages ofAd-based
• 17.
  Using Both MonetizaitonModels
• 18.
  Takeaways… Return on investmentShort Long Revenue per User Low High Production Time Short Long UA Optimisations Based on LT Base on Roas Maintenance Low High Business Model B2B B2C Ad-Based IAP
• 19.
  Thank You!