Mobile UA tips from the inside

Päivi Pütsepp-SeufertBusiness Development Manager

UnityAds

How an Ad Network Works

50k live publishing games 3k Advertising games

400M users

Mobile UA tips from a network perspective

Tip 1. Three creatives better than one

Tip 2. Source-level optimisation: blacklisting & whitelisting

Tip 3. OS level optimisation

Tip 4. No demographic exclusion, rely on data & the algorithm

Tip 5. 10% increase in bid ≠ only 10% increase in volumes

Tip 6. Communicate with your network AM regularly

Tip 7. Video asset suggestions

Tip 1. Multiple videos better than oneEach video = unique evaluation & eCPMeCPM = CVR x CPI x 1000

Larger audience & more segments more volumes

NB! No guaranteed volumes (10 videos ≠ 10 times more volumes), the ad needs to be engaging with a competitive eCPM.

Video 1 shown to source ID 456 with higher eCPMVideo 2 shown to source ID 123 with higher eCPM

Video 1 Video 2

Source ID 123 Source ID 456

Installs over time. Strategy game

Tip 1. Multiple videos better than one

Android

iOS

Tip 2. Sub-source level optimisation: blacklisting

Do not pause a source with less than 100 installsOrdo not pause at all – create a low-bid campaign instead- Pay 30% of the RON campaign

200 - 300 installs per day extra

Installs over time. Casual game

Tip 2. Sub-source level optimisation: whitelisting

Bid higher for high-quality sources

Installs over time. Social casino gameDifference in bid 20% - 200%

1+ sources

If you can afford to, make the most of it

Tip 3. Operating system level optimisation

Pay higher for high-end operating system users

If you have:

Post-install event data per OSQuality difference per OS level

build your campaigns towards this

Tip 3. OS level optimisationExamplePhase 1 Android

Android - Tier 1 - OS 4.0-4.4 Android - Tier 1 - OS 5.0-5.1 Android - Tier 1 - OS 6.0+

Phase 2 iOS

Tier 1 - RON - OS 8.0 - 9.0

Tier 1 - RON - OS 9.0+ Tier 1 - WL - OS 9.0+

Tier 2 - RON - OS 8.0 - 9.0

Tier 2 - RON- OS 9.0+

CPI 1$ difference per OS group

Installs over time. Strategy game

Android

iOS

Tip 4. Demographic targeting might be limiting, data exploration is maximising

“Target only male 25+” or “Target only females” or “Target only casual games”

Do not exclude based on assumption!Rely on actual data

Let the networks optimize towards the install, you optimize towards the quality of the install

Two-fold approach:1. Predict and evaluate the potential of the campaign (predict eCPM)

2. Learn the eCPM and optimize it

Tip 4. Demographic targeting might be limiting, data exploration is maximising

1. PREDICT and evaluate the potential of the campaign (eCPM)

Machine learning• No manual adjusting because it’s hard to know all the

factors • Utilize all dimensions• Teach the computer what to optimize and let it do the

job and learn

Context: Country; Day of the week; Publishing game Personal: Interest profile; Ads seen; Device Target: Campaigns past performance; Age of the

campaign

2. Learn the eCPM and OPTIMIZE towards best eCPM

• Don’t assume some input will have certain

impact

• Explore the data and try things out

• Figure out the data (combinations,

derivatives, transformations)

Tip 5. 10% increase in bid ≠ only 10% increase in volumes

It is not linear but exponential growth- Change in adplan position

Tip 5. 10% increase in CPI ≠ 10% in volumesInstalls

Spend

CPI

8K

2K

2K

30K

5K

4$

1$

Tip 6. What to ask from your network AM regularly

Changes in the network: - New features & internal tools (hitting caps, CPI increase) for AMs- Algorithm, evaluation changes- Video recommendations (from other advertisers)- Internal design updates/tests (tests for default features)

Tip 7. Video asset suggestions• in-game special events (new characters, levels, items, etc.)

• real gameplay footage or video footage of someone playing

• show the user interaction with game play (drag, tap, gestures)

• show unique selling points

• use short on-screen messages

• localized videos

• length• 15s: Usually good for casual games• 30s: great for mid-hardcore games, conveying the user of unique value• 22s: good optimal length

Mobile UA tips from a network perspectiveTip 1. Multiple creatives better than one

Tip 2. Source-level optimisation: blacklisting & whitelisting

Tip 3. OS level optimisation

Tip 4. No demographic exclusion, rely on data & the algorithm

Tip 5. 10% increase in bid ≠ only 10% increase in volumes

Tip 6. Communicate with your network AM regularly

Tip 7. Video asset suggestions

Thank you!