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How to make everyone happy:
ads as a performance boost
More cellphones
than toothbrushes
Facts about mobile:
Mobile perform 5x better than online ads.
(Source: Neilson Study)
Facts about mobile ads:
users don’t click on banner ads
Facts about mobile ads:
54%
iOS CTR is 40%
HIGHER than Android CTR
(Source: JumpTap.com)
Facts about mobile ads:
of users don’t mind ads
(Source: Adobe)
Facts about mobile ads:
70%
Ads can boost LV and RR
Facts about mobile ads:
62%
Of Players Watch Rewarded Video Ads
Source: Unity 3D
EARN A LIFE!
by watching this video
Facts about mobile ads:
Case Study: Ghost Town Adventures
Case Study: Ghost Town Adventures
1. Demotivates IAP
2. Ads = low RR
3. IAP = no ads
Assumptions
Case Study: Ghost Town Adventures
ARPPU
LTV# OF ADS
RR
SESSION
CONVERSION
Metrics
Case Study: Ghost Town Adventures
2 weeks / 10,000 users
Group A
Ads for all
Group B
Ads —> free users
Case Study: Ghost Town Adventures
4 STORIES
FAIRY
30 MIN CAP
Case Study: Ghost Town Adventures
Results
34K ADS25% LTVMore IAPHigher RR
20K ADS
⬇ LTV
More PULower RR
Group A Group B
1. More IAP
2. Higher LTV and RR
3. Higher ARPDAU
Conclusion
Case Study: Ghost Town Adventures
Ads = PU and Non-PU
Reoccurring experiments
Case Study: Ghost Town Adventures
Now what?
Rusty Lakes: Roots
Tatem Games: Dream Gym
Episode: Episode Interactive
Rovio: Angry Birds Pop
Video for a free boost
Featherweight Games: Rodeo Stampede
New competition is in 5 hoursand 51 min
OR
