Embed Size (px)
Citation preview
Presentation
August 4, 2015March 30, 2015
The Birth ofSponsored SessionsChinmay Lonkar
Hej!
3
Swedish for “Hello!”
Chinmay Lonkar
4
Product Owner, Ad Products
5
Sponsored Sessions
6
Product DevelopmentCycle
Think itBuild itShip itTweak it
8
What to join the Product Council? Click below:
productcouncil.org
Free membership!
10
Think itBuild itShip itTweak it
Product DevelopmentCycle
Innovation phase, define the problem and explore several ideas before committing to “build it”.
10
Video
Viewabilityon an audio platform
#spotifyads
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?
15
16
Prototype
The Offer Video End Card
Final Prototype
Zero DevTest
Leverage:1. Ad Stack for Audio Ads2. Reporting
18
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
19
The Offer Oops
Zero Dev Test
21
15 sec / 30 min 15 sec / 60 min 30 sec / 30 min 30 sec / 60 min
Acceptance Rates
22
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.
23
24
Think itBuild itShip itTweak it
Product DevelopmentCycle
Idea is validated, engage with squads to start building the product.
24
25
Prototype
26
Specs
Prototype = Specs
27
28
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%
28
Rollout 1. Employees2. 1%3. 10%4. 100%5. Global
29
2x Higher
34
Think itBuild itShip itTweak it
Product DevelopmentCycle
Product is rolled out to 100% of users and we work to optimize it.
34
35
Initial Audio Offer
5 sec - Initial spike20sec - “Ads-Free”
36
Optimized Audio Offer
5 sec - Initial spike10 sec - “Ads-Free”
37
2x Increasein Acceptance
38
Pre-Roll Shift focus based on:1. Reward consumption2. Scaling impressions
39
40
6x Increase InImpressions
41
Launched in 20
42
10 Most Innovative Digital Ad Products
43
Tack!
44
Swedish for “Thanks!”
@productcouncil Hashtag: #PCNYC
productcouncil.org
