August 4, 2015March 30, 2015
The Birth ofSponsored SessionsChinmay Lonkar
Hej!
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Swedish for “Hello!”
Chinmay Lonkar
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Product Owner, Ad Products
Sponsored Sessions
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Product DevelopmentCycle
Think itBuild itShip itTweak it
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Free membership!
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Think itBuild itShip itTweak it
Product DevelopmentCycle
Innovation phase, define the problem and explore several ideas before committing to “build it”.
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Viewabilityon an audio platform
Video Ad Ad-Free Listenin
What did we want to learn?
Are users able to:1. Understand the reward?2. Able to accept the reward?
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The Offer Video End Card
Final Prototype
Zero DevTest
Leverage:1. Ad Stack for Audio Ads2. Reporting
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Cohorts 1. 15 sec ad - 30 mins ads-free2. 30 sec ad - 30 mins ads-free3. 15 sec ad - 60 min ads-free4. 30 sec ad - 60 min ads-free
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The Offer Oops
Zero Dev Test
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15 sec / 30 min 15 sec / 60 min 30 sec / 30 min 30 sec / 60 min
Acceptance Rates
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15 sec / 30 min 15 sec / 60 min 30 sec / 30 min 30 sec / 60 min Baseline
Acceptance Rates
Interpreting theresults
1. Users understood the reward.2. Users accepted the reward.3. Reward time didn’t matter, but
offer length did.
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Think itBuild itShip itTweak it
Product DevelopmentCycle
Idea is validated, engage with squads to start building the product.
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Prototype = Specs
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Think itBuild itShip itTweak it
Product DevelopmentCycle
Launch to a percentage of real users, test first with a small group and then roll out to 100%
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Rollout 1. Employees2. 1%3. 10%4. 100%5. Global
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Think itBuild itShip itTweak it
Product DevelopmentCycle
Product is rolled out to 100% of users and we work to optimize it.
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Initial Audio Offer
5 sec - Initial spike20sec - “Ads-Free”
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Optimized Audio Offer
5 sec - Initial spike10 sec - “Ads-Free”
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2x Increasein Acceptance
Pre-Roll Shift focus based on:1. Reward consumption2. Scaling impressions
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6x Increase InImpressions
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Launched in 20
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10 Most Innovative Digital Ad Products
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Tack!
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Swedish for “Thanks!”
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