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Tips on UA, ASO,

Ad Monetization
& KPI Benchmarks

FIONA SHIH 施毓鈞


User Acquisition & Ad Monetization Manager
Animoca Brands | November 2019
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FIONA SHIH | November 2019
Today’s Sharing Agenda

About Me
Tips on
&
User
Animoca Tips on
Acquisition
Brands App
Store
Optimization Tips on
KPI
Ad
Benchmarks
Monetization

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FIONA SHIH | November 2019
About Me &
Animoca Brands

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FIONA SHIH | November 2019
About Me - Fiona Shih

2016 - Present, Hong Kong


UA & Ad Monetization Manager
Performance Marketing, ASO Optimization,
In-game Ad Monetization, Project Owner

2013 - 2015, Taiwan


Europe Territory Product Manager
Desktop/AIO P&L Management, Pricing, Product
Roadmap for 9 EU Geos, Refurbish Management

2012 - 2013, Taiwan


Eastern Europe Sales Specialist
B2B Distributor Sales for Eastern EU Geos,
Promotion Program Management for KVM line

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FIONA SHIH | November 2019
History & Milestones of Animoca Brands

Outblaze was
founded in Hong Crazy Defense
Kong Heroes (iOS) Partnered with
Acquired
Listed in Aus launched Lucid Sight
TicBits
Stock market Licensed
Outblaze launched CryptoKittes Crazy Defense
Animoca to focus on Acquired Partnered with Heroes (GP)
mobile app business Tribeflame iClick launched

1998 2010 2014 2015 2016 2017 2018 2019

Acquired Partnered with Partnered with


Pixowl Atari F1
Animoca spun off
Animoca Brands Ourpalm invested Invested in
to focus on licensing in Animoca Brands Zeroth.ai
& publishing
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FIONA SHIH | November 2019
About Animoca Brands

HQ in Hong Kong
Australia Listed with presence in Global
ASX: AB1 New York, Canada, Publisher
Finland, Philippines
and Argentina
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FIONA SHIH | November 2019
2018 World’s Top 50 Global Developer

Animoca Brands is selected in August 2018 as one of the only 5 Chinese publishers in “Top 50 Developer 2018”
by Pocket Gamer, aside from Tencent, NetEase, IGG, and Moonton.

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FIONA SHIH | November 2019
Original Casual & Midcore Games and Apps

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International IP Collaboration – Mobile Games

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Early Leader for NFTs and Blockchain Gaming

The first phase of the game, featuring NFTs based on The game will have a collectible component based on
Formula 1® intellectual property, will be launched in Q2 non-fungible tokens (NFTs) as well as a racing
of this year. component utilising those NFTs.

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FIONA SHIH | November 2019
Tips on UA
(User Acquisition)

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FIONA SHIH | November 2019
User Acquisition / Performance Marketing

Source: Appsflyer

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FIONA SHIH | November 2019
Successful user acquisition is
extremely reliant on
continuous data-driven
optimization.

Source: Appsflyer

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FIONA SHIH | November 2019
Digital Marketing
Paid 💰 Owned 🤗 Earned 👍
Media Media Media
Advertising: WEB Sharing:
• Flyers, TV ads Properties: • Word-of-mouth
• Keyword ads • Website • Mentions
• Video ads • App storefront • Shares
• App install ads • Email, QR code • Reviews
• Paid • Contents • Features
influencers/KOL
• Social media • “Viral”
• Paid content Promo channels
• Media relations
• Sponsorship • Cross-promo
• Blogger relations
• Social media ads • Push notifications
(FB, IG, Twitter, • KOL relations
Snapchat, Tiktok)
• eNews
• Referal
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FIONA SHIH | November 2019
Potential UA Channels
Source: https://www.appsflyer.com/performance-index/
● AppsFlyer Performance Index

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FIONA SHIH | November 2019
Facebook Creative

Source: Facebook for Business

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FIONA SHIH | November 2019
Facebook Creative

Source:
Facebook for Business

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FIONA SHIH | November 2019
Facebook Creative

Source:
Facebook for Business

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FIONA SHIH | November 2019
Facebook Creative

Source:
Facebook for Business

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FIONA SHIH | November 2019
Facebook Ad Library

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FIONA SHIH | November 2019
Facebook Optimization for Ad Delivery

Source: Facebook

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FIONA SHIH | November 2019
Facebook Optimization for Ad Delivery

Source: Facebook Gaming

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Facebook Optimization for Ad Delivery

Source: Facebook Gaming

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FIONA SHIH | November 2019
Facebook Split Tests

● Test 1 variable in random and non-overlapping groups

x 30)
3~14 days (ma
t
Winning Ad Se
vel
Confidence Le

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FIONA SHIH | November 2019
Facebook Audience Overlap

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FIONA SHIH | November 2019
Facebook Dynamic Ads

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FIONA SHIH | November 2019
Google UAC Campaigns

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Retargeting

● Re-engagement
● Re-attribution
○ New features
○ Lower acquiring costs

Source: Appsflyer

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FIONA SHIH | November 2019
KOL / Influencer Campaigns Strategy Flow

● Flat Rate or eCPM


Agency
● Guaranteed View
v.s.
● Revenue Share
Self-served
v.s. ● Tax
Platform ● Commision Fee
v.s.
Direct Deal ● Portrait Right
● Tracking Links
FIONA SHIH | November 2019 ● Promo Code 29
How to Find Suitable Influencers?

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FIONA SHIH | November 2019
Influencer UA on Organic Uplift
10x Organic t!
a se li n e U plif
B

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FIONA SHIH | November 2019
Engage with Community Gamers for Better Good
1. Teaser
2. Bugs
3. Wish-list
4. Trends
5. Contents
6. Togetherness

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FIONA SHIH | November 2019
MMP (Mobile Measurement Platforms)

● 3rd party attribution platform


● Ensure proper tracking on non-organic installs, events, IAPs to
have effective marketing budget allocation
● Marketing analytics such as LTV, ARPU, retention, cohort reports
● Connection with ad networks

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FIONA SHIH | November 2019
MMP (Mobile Measurement Platforms) Attribution

● View-thru Attribution vs Click-thru Attribution Source: Appsflyer

● “Install” Definition is usually the 1st Open


● D1 Retention Definition
(e.g. Appsflyer: calendar day; Adjust: after 24 hrs)
● Re-installs window

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FIONA SHIH | November 2019
Pay Attention to Mobile Fraud

● Waste of advertising budget


● Wrong data for UA budgeting
● Waste of time to reconcile Source: Appsflyer

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FIONA SHIH | November 2019
Mobile Fraud Trends

Source: Appsflyer

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FIONA SHIH | November 2019
Mobile Fraud Types
Attribution Hijacking

● Click injection

● Click spamming/Click flooding

Source: Appsflyer

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Mobile Fraud Types
Fake Installs

● Bots ● Device Farms

Source: Appsflyer

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FIONA SHIH | November 2019
iOS LAT (Limited Ad Tracking) Influence on UA

When a user enables Limit Ad Tracking,


advertisers and their measurement
solutions receive a blank Device ID in
place of a device-specific ID.

● Fingerprinting attribution
● Recognize as organic installs (CPI/CPA)
● Apple Search Ads discrepancy in MMP

Source: Apple
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FIONA SHIH | November 2019
iOS LAT (Limited Ad Tracking) Share

34%

Source: Phiture & SearchAds HQ

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FIONA SHIH | November 2019
The Key Metrics for UA Optimization
*CTI (Click to Install)
CTR (Click-Thru Rate) IR (Install Rate)
=Clicks/Ad Impression =Install/Clicks CTR
Creative Optimization
App Store
Ad Click Install
IR or CTI
Impression
ASO

IPM or CVR
Full Picture

*CVR (Conversion Rate)

IPM (Install Per Mille Impression)


=Install/Ad Impression *1000
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FIONA SHIH | November 2019
UA’s Ultimate Goal is Growth Product Design
● Game mechanism & content
LTV > CPI ● Retention, ARPDAU
● Proper IAP offers
IAP + Ads Revenue > CPI ● Proper Ads units & user flow
● Special event offers...etc

Revenue (IAP+Ads)
ROAS (Return on Ads Spent)=
Ads Spent
ROAS=1 (Break-even)
ROAS>1 (Growth) UA Marketing
● Winning creatives to lower CPI
● ASO
● Proper targeting
● Proper UA channels
● Budget allocation...etc

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FIONA SHIH | November 2019
Synchronize UA Marketing & Product Design
Pre-Launch After-Launch
● Acquire real-word users to ● Promote new features
optimize game-balance, churn
rate, retention...etc ● ROAS Optimization
Revenue (IAP+Ads)
● Market Research:
○ A/B test potential features Ads Spent
○ A/B test potential art
assets & keywords

● Trendy ad formats
● Country-based features
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FIONA SHIH | November 2019
UA
Dynamic Ads
LAT
IPM
Retargeting
Influencer
MMP
FIONA SHIH | November 2019 44
Tips on ASO
(App Store
Optimization)

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FIONA SHIH | November 2019
Search is a Very Important Discovery Vector

Source: Apple Search Ads

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Discovery is a Funnel to Conversion

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The “Last Mile” for Selling Your Game/App
ASO (App Store Optimization)
• Better discovery
• Better conversion

Source: StoreMaven

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

App Name

Icon

Preview Video
On-metadata Factors
Screenshots

Descriptions

Keyword Strings
(iOS)

Ratings & Reviews Off-metadata Factors

Source: TheTool
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• Best describe your app • Easy to spell & pronounce • Package ID


App Name
• Relevant keywords • Add descriptive part

Optimized Title Examples:


● Brand name – Keyword
● Brand name: Keyword
● Keyword – Brand name
● Keyword: Brand name

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• Best describe your app • Easy to spell & pronounce • Package ID


App Name
• Relevant keywords • Add descriptive part

Source: AppAnnie Nov 7, 2019

天地の如く~激乱の三国志~ Rescue Cut - Rope Puzzle 放置奇兵 -全球同服放置 类游戏

20/50 22/50 24/50

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• Best describe your app • Easy to spell & pronounce • Package ID


App Name
• Relevant keywords • Add descriptive part

1) Use Katakana (片 3) A+B (2 words)


假名) ①A・B
②A B
2) A+B (2 words)
• Dragon + Quest
③AB
• Pocket + Monster
• Dungeon + Maker
• Chrono + Trigger

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• Best describe your app • Easy to spell & pronounce • Package ID


App Name
• Relevant keywords • Add descriptive part

Source: TW @DanielPeris
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• A/B test the elements, • Easy to recognize • Dark Mode


Icon
colors, frames, styles • Consistent with marketing

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• 80% users watch <12s* • Art style with screenshots • Up to 3 previews (iOS)
Preview Video
• Poster frame (iOS) • Feature graphic (GP) • A/B test if it’s essential
Only 6-10% will click to watch!

Auto-play
Video

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• 80% users watch <12s* • Art style with screenshot • Up to 3 previews (iOS)
Preview Video
• Poster frame (iOS) • Feature graphic (GP) • A/B test if it’s essential

16:9 video

Turn off monetization


for promo video

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring

Source: StoreMaven

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring

Hyper-Casual
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring

Japan RPG
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring

16:9 8:5 9:16


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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring

16:9 screenshots x3

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FIONA SHIH | November 2019
BEST PRACTICE 1

Marvel Contest of
Champions Developer: Kabam Games Inc.

FIONA SHIH | November 2019 62


English-US
● Simple taglines with CTA

● Design the iOS App Preview video


to have consistent design
layout with the screenshots

● Landscape screenshots for GP,


and portrait screenshots for iOS

FIONA SHIH | November 2019 63


Japanese
● Localized game name “All-star
Battle”

● Simple taglines with CTA

● Design the iOS App Preview video


with cultralized fonts

● Landscape screenshots for GP,


and portrait screenshots for Ios

FIONA SHIH | November 2019 64


BEST PRACTICE

The Amazing
Spider-Man 2 Developer: Gameloft

FIONA SHIH | November 2019 65


English vs
Japanese - 1
● Localized game names

● Cultralized the tagline


formats to bit slightly tilt
up-rightwards which is
common for Japanese popular
games

● Localized each taglines


instead of direct translation; in
this screenshot, it highlights
3D art in JP store

FIONA SHIH | November 2019 66


English vs
Japanese - 2
● Cultralized the tagline
formats to bit slightly tilt
up-rightwards which is
common for Japanese popular
games

● Localized each taglines


instead of direct translation; in
this screenshot, it highlights
the easy control button and
add a finger onto the image in
JP store

FIONA SHIH | November 2019 67


English vs
Japanese - 3
● Cultralized the tagline
formats to bit slightly tilt
up-rightwards which is
common for Japanese popular
games

● Localized each taglines


instead of direct translation; in
this screenshot, it highlights
unlock different spider-man
suits in JP store

FIONA SHIH | November 2019 68


ASO Check Points for Better Discovery & Conversion

Descriptions
• Subtitle (iOS) • <2% users hit “…More” • Keyword density (2-3%)
• Short description (GP) • First 135 (iOS), first 80 (GP) • Promoted IAP (iOS)

Above the Folder Frist 135 characters Full short description


“…more” of the long description
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

Keyword Strings • Use all 100 characters • Skip keywords in title, • Cross-relations
(iOS) • Remove space subtitle, category & plural (US-EN & ES-MX)

Source: App Store Connect Help

Source: ASO Stack

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

Keyword Strings • Use all 100 characters • Skip keywords in title, • Cross-relations
(iOS) • Remove space subtitle, category & plural (US-EN & ES-MX)

Source: App Store Connect


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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• Encourage ratings • Respond for credibility


Ratings & Reviews
• Find bugs & improve • Above 4 Stars or Reset

58% of users check app


reviews before
installation, and 94% of
Android app users only
download apps with a
minimum rating of 4 or 5
stars.
Source: Appreviu

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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion

• Best describe your app • Easy to spell & pronounce • Package ID


App Name
• Relevant keywords • Add descriptive part

• A/B test the elements, • Easy to recognize • Dark Mode


Icon
colors, frames, styles • Consistent with marketing

• 80% users watch <12s* • Art style with screenshots • Up to 3 previews (iOS)
Preview Video
• Poster frame (iOS) • Feature graphic (GP) • A/B test if it’s essential

• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring

Descriptions
• Subtitle (iOS) • <2% users hit “…More” • Keyword density (2-3%)
• Short description (GP) • First 135 (iOS), first 80 (GP) • Promoted IAP (iOS)

Keyword Strings • Use all 100 characters • Skip keywords in title, • Cross-relations
(iOS) • Remove space subtitle, category & plural (US-EN & ES-MX)

• Encourage ratings • Respond for credibility


Ratings & Reviews
• Find bugs & improve • Above 4 Stars or Reset Source: StoreMaven

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Useful ASO Tool

FIONA SHIH | November 2019 74


Useful ASO Tool: StoreMaven (for IOS & GP)

The free & handy Google Chrome Extension

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Useful ASO Tool: StoreMaven (for IOS & GP)

Can also download the icon, video, screenshots, descriptions


for competitor ASO analysis
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Useful ASO Tool:
ASO - Google Play Short Description Viewer (for GP)

The free & handy Google Chrome Extension

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Useful ASO Tool: AppSparky (for IOS)

Preview how the icon looks like on store-front & various devices

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Useful ASO Tool: Switchr (for IOS)

Switch to any IOS stores


for competitor ASO analysis and feature checking
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Useful ASO Tip: Change the hl/gl in the URL (for GP)

https://play.google.com/stor
e/apps?hl=ja&gl=jp

hl (Language)
● ja (Japanese)
● zh-tw
● zh-hk

gl (Location)
● jp (Japan)

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Our Case Study

Crazy Defense Heroes


Developer: Animoca Brands & Ticbits

FIONA SHIH | November 2019 81


Crazy Defense Heroes

• Available on iOS from 2018


• Available on Google Play from June 2019
• Sequel of “Crazy Kings”
• Tower defense x collectible cards x RPG
• Apple App Store “Game of the Day”

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A/B Test Game Icons for IOS Version

Strategy Top Free 50 Apps

35/50 29/50 16/50 5/50 15/50


1 main Look into Shout-out Icon with Icon with
character’s the eye of mouth frame game logo
face the users style

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FIONA SHIH | November 2019
A/B Test Game Icons for iOS Version

Prepare icons with various Leverage FB carousel ads


frames, colors, characters for A/B testing
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Localize & Cultralize Store Promotion Screens

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Localize & Cultralize Store Promotion Screens

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Encourage Ratings & Reviews for Better Search Results
• SKStoreReviewController (iOS)

Use the requestReview() method to indicate when it makes sense


within the logic of your app to ask the user for ratings and reviews within your app
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FIONA SHIH | November 2019
Encourage Ratings & Reviews for Better Search Results
• Launched with “SKStoreReviewController” in Sep. 2018

Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings

Today Today
Feature Feature
in Greater in Greater
China China

China
x16 x19 x2 4.44 4.82
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings

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FIONA SHIH | November 2019
Encourage Ratings & Reviews for Better Search Results
• Launched with “SKStoreReviewController” in Sep. 2018

Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings

Japan
x7 x5 x2 4.45 4.59
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings

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FIONA SHIH | November 2019
Encourage Ratings & Reviews for Better Search Results
• Launched with “SKStoreReviewController” in Sep. 2018

Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings

Today Today
Feature Feature
in Greater in Greater
China China

Worldwide
x11 x12 x2 4.27 4.78
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings

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FIONA SHIH | November 2019
Don’t Ask! It’s Scary...

Black Hat ASO

FIONA SHIH | November 2019 91


Know it but Avoid it!

Apple App Store Review Guidelines


https://developer.apple.com/app-store/review/guidelines/

Google Play Store Guidelines


https://play.google.com/about/developer-content-policy/

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ASO is all about Discovery & Conversion

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FIONA SHIH | November 2019
Black Hat ASO - Discovery

Keyword Stuffing:
Package ID
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FIONA SHIH | November 2019
Black Hat ASO - Discovery

Source: AppTweak

Keyword Stuffing:
Title/Subtitle/Metadata
Source: Google
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FIONA SHIH | November 2019
Black Hat ASO - Discovery

Source: TW@che_fredo Source: TW@LukasStefanko

Manipulating
Developer Names (Android)
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Black Hat ASO - Discovery

Faking Popular
Apps/Games
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Black Hat ASO - Discovery

Incentified Installs/Offerwall (iOS)


& Bot Installs
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Black Hat ASO - Discovery

Incentified Search
Installs for Keyword Ranking Source: ASO Stack

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FIONA SHIH | November 2019
Black Hat ASO - Discovery

Refund to 👥👥
$999.99 x 👥👥 Top Chart
$999.99 => $0.99

Manipulating
Grossing Ranking
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FIONA SHIH | November 2019
Black Hat ASO - Discovery

Trending Search
Bot (iOS) Source: The Tool

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FIONA SHIH | November 2019
Black Hat ASO - Conversion

Source: Apple

Incentified Ratings
Source: Google
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FIONA SHIH | November 2019
Black Hat ASO - Conversion

Incentified Reviews
with Keywords
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Black Hat ASO - Conversion

Bot Ratings & Reviews

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Gray Hat ASO

Mimicking Push
Notification
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Tips on ASO
Better discovery, better conversion for the “Last Mile”

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FIONA SHIH | November 2019
ASO=
UA
Discovery
Dynamic Ads
+
LAT
Conversion
IPM
Retargeting
X Black Hat
Influencer
ASO
MMP
FIONA SHIH | November 2019 107
Tips on Ad
Monetization

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FIONA SHIH | November 2019
Ad Network vs Ad Mediation
● Ad network connects advertisers to app publishers that host ads.

● Ad Mediation is an ad tracking platform for publishers that allows


for the automatic or manual allocation of inventory across multiple
ad networks in order to maximize fill rates and effective revenue.

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FIONA SHIH | November 2019
Different Ad Delivering Logic for Ad Mediation

Auto-Optimized Waterfall

Historical
Data

Source: Appodeal
Manual Waterfall

First Guaranteed Multiple Price Historical


Bias
Look eCPM Waterfall Floor Auction
2nd Price
y
Ad Latenc

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FIONA SHIH | November 2019
Different Ad Delivering Logic for Ad Mediation

Programmatic In-app Header Bidding


Real-time Bidding /Open Bidding/Parallel Bidding
(RTB)

Source: Stack

Highest First Earn


Bid Price Full
Wins Auction Value Hybrid
Source: Stack
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FIONA SHIH | November 2019
The Importance of Implementing App-ads.txt
App-ads.txt is an IAB initiative that helps protect your app ad inventory
from ad fraud. You create app-ads.txt files to identify who is authorized
to sell your inventory. Identifying authorized sellers can help you
receive advertiser spend that might have otherwise gone toward
counterfeit inventory of spoofed apps.

The app-ads.txt files are publicly available and crawlable by exchanges,


supply-side platforms (SSP), and other buyers and third-party vendors.

Implementing app-ad.txt prevents malicious actors from faking ad


requests under the guise of an app because the developer ID in their ad
request will not match the developer ID included in the app-ads.txt file.
Source: Adnimation
If you don’t implement app-ads.txt, it may hurt your eCPMs because
there will be fewer advertisers willing to pay you for ads.

Source: AdMob
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FIONA SHIH | November 2019
How does App-ads.txt work?

Example:
https://www.example.com/app-ads.txt

Source: Yahoo Japan


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FIONA SHIH | November 2019
How does App-ads.txt work?

Source: Ad Generation JP
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FIONA SHIH | November 2019
How can App-ads.txt benefit our games/apps?

1) You will earn more 2) Fight ad fraud.


revenue over the long
term. There are bad actors out there
who may falsify apps that
More DSPs that adhere to impersonate legitimate apps,
app-ads.txt won’t purchase misleading DSPs to spend brand
inventory missing the budgets on fake inventory.
app-ads.txt file.
Legitimate developers end up
losing out on ad revenue that was
Publisher
originally intended for them.
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FIONA SHIH | November 2019
The Formats for Monetized Ads

Source: Facebook Gaming

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FIONA SHIH | November 2019
Opt-in Triggered Ad
Type 1 Type 2

Source: Google

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FIONA SHIH | November 2019
Glossary

● eCPM = efficient Cost Per Mille

the cost for every 1,000 ad impression

● CPI = Cost Per Install

● CPA = Cost Per Action

● CPE = Cost Per Engagement

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FIONA SHIH | November 2019
The More Ads Shown, the Higher Ads Revenue?

eCPM = (Revenue / Impression) *1000

Publisher’s Revenue = Advertiser’s Cost – Ad Network’s Revenue

Advertiser’s Cost = CPI, CPA, CPE…etc

CPI = View & Click & Install & 1st Open (& Action)

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FIONA SHIH | November 2019
The Timing for Monetized Ads

“Conversion” is the Key

Find the timing that users will convert the most

Compare
Choose the engagement
Review & Find the best
suitable ad & revenue
explore the “discovery”
formats among
user flow or “opt-in”
moments *Admob
different ad
Smart Segmentation placements

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FIONA SHIH | November 2019
The Timing for Monetized Ads

Source: Facebook Gaming

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FIONA SHIH | November 2019
Monetize the Non-Paying Users with Ads

Paying Users +

Ad View Ad View

Non-Paying
Users
Ad View Ad View Ad View Ad View Ad View
● Low paying rate geo
● eCPM or Retention might be affected
● Focusing on LTV (absolute $ value)
● A/B test
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Our Case Study

Crazy Kings
Developer: Animoca Brands & Ticbits

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Crazy Kings

• Available on IOS from 2015


• The prequel of “Crazy Defense Heroes”
• Tower defense x collectible cards
• Apple App Store “Editors’ Choice”
• Cartoony comic animation style

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Crazy Kings
Before: “Rewarded Video” ad unit After: New “Playable Video” ad unit

Before a battle, players could opt-in to watch a In Shop, players could opt-in to PLAY a
video to unlock additional card slot mini-game to get a free mini card pack

*The supply included Videos & Playable Videos *The supply included Playable Videos only

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Better User Experience, Better Conversion

7.9x

2.6x

Source: 2018 AppOnBoard x Crazy Kings Case Study

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Optimizing for the Best Possible User Experience

Relaxing Discovery Timing

Clear Heads-up

Opt-in to Play

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Ad Monetization Key Factors Overview

Ads Ads Delivery Ad Conversion Flow Non-paying


Supply Logic Format Timing Users

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KPI Benchmarks

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The Key Metrics for UA Optimization
*CTI (Click to Install)
CTR (Click-Thru Rate) IR (Install Rate)
=Clicks/Ad Impression =Install/Clicks CTR
Creative Optimization
App Store
Ad Click Install
IR or CTI
Impression
ASO

IPM or CVR
Full Picture

*CVR (Conversion Rate)

IPM (Install Per Mille Impression)


=Install/Ad Impression *1000
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Appsflyer Conversion Rate Optimization 101

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CTR (Click-Through Rate)

Source: Appsflyer

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IR (Install Rate) or CTI (Click to Install)

Source: Appsflyer

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IPM (Install Per Mille) or CVR (Conversion Rate)

Source: Appsflyer

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Google Acquisition Reports - Peers Benchmark

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Game Analytics - 2019 H1 Mobile Benchmarks Report
• Day 1 Retention
• Day 7 Retention
• Day 28 Retention
• Average Session Length
• Stickiness (DAU/MAU)
• ARPPU
• ARPDAU
• Daily Conversion
(Paying Rate)
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Day 1 Retention

Top 25%

Median

Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report

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Day 7 Retention

Top 25%

Median

Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report

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Day 28 Retention

Top 25%

Median

Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report

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Ave. Session Length

Top 25%

Median
Source: Game Analytics 2019 H1 Bottom 25%
Mobile Benchmarks Report

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Stickiness (DAU/MAU)
How many monthly user
play every day

Top 25%

Median

Source: Game Analytics 2019 H1 Bottom 25%


Mobile Benchmarks Report

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ARPPU
Average Revenue Per Paying User

Top 25%

Median

Source: Game Analytics 2019 H1 Bottom 25%


Mobile Benchmarks Report

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ARPDAU
Average Revenue Per DAU

Top 25%

Median
Source: Game Analytics 2019 H1 Bottom 25%
Mobile Benchmarks Report

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Daily Conversion
(Paying rate)

Top 25%

Median

Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report

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Today’s Sharing Takeaways

About Fiona UA is
Continuous
Original & IP Data-driven Better
Games Optimization Discovery &
Conversion
for the Timing &
“Last Mile” Conversion Benchmark &
Matter for Ad Optimize
Monetization

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Crazy Defense Heroes
瘋狂塔防物語

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LinkedIn WeChat

E-Mail

fionashih@animocabrands.com

Twitter @missfifishih
FIONA SHIH 施毓鈞
User Acquisition & Ad Monetization Manager
Animoca Brands
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