Ad Monetization Design Patterns in Free-to-Play Games | Eric Seufert
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The document discusses ad monetization strategies in free-to-play mobile games, emphasizing the growth of mobile advertising driven by video content. It highlights the challenges of monetizing users without distracting them and presents design patterns such as native ads, rewarded video, and brand placements. The imperative of creating valued, integrated, and user-initiated ad experiences is reinforced throughout the content.
Ad Monetization Design Patterns in Free-to-Play Games | Eric Seufert
- 1. Ad monetization design patterns in free-to-play games Eric Benjamin Seufert Heracles
- 2. Who I Am Partner, Heracles Owner, Mobile Dev Memo Author, Freemium Economics Formerly:
- 3. Agamemnon ● Analytics tool for mobile user acquisition ● In closed beta currently Beta code for CC TLV attendees: CCTLV123 http://troy.agmnn.co
- 4. State of the App Economy
- 5. Growth of mobile advertising continues unabated.
- 6. Growth of mobile advertising continues unabated.
- 7. Growth of mobile advertising continues unabated.
- 8. Growth of mobile advertising continues unabated. FB 10Q (Q2 2016)
- 9. Growth of mobile advertising continues unabated. GOOG 10Q (Q2 2016)
- 10. Video is driving this growth...
- 11. Video is driving this growth...
- 12. Video is driving this growth...
- 13. Video is driving this growth...
- 14. Video is driving this growth...
- 15. ...and networks / publishers are facilitating this with new formats and tools.
- 16. ...and networks / publishers are facilitating this with new formats and tools.
- 17. ...and networks / publishers are facilitating this with new formats and tools.
- 18. ...and networks / publishers are facilitating this with new formats and tools.
- 19. ...and networks / publishers are facilitating this with new formats and tools.
- 20. ...but we’re still very much in the Wild West. Good information is hard to come by.
- 21. And fraud is rampant.
- 22. App Monetization in 2016
- 23. The App Monetization Opportunity with Video
- 24. The App Monetization Opportunity with Video ● Tap into growing video advertising budgets on mobile;
- 25. The App Monetization Opportunity with Video ● Tap into growing video advertising budgets on mobile; ● Leverage eyeballs into revenues by supplying inventory to ever-increasing demand for mobile placements;
- 26. The App Monetization Opportunity with Video ● Tap into growing video advertising budgets on mobile; ● Leverage eyeballs into revenues by supplying inventory to ever-increasing demand for mobile placements; ● Prepare for programmatic direct future marketplace with API- and backend-driven ad serving.
- 27. The App Monetization Dilemma with Video
- 28. The App Monetization Dilemma with Video How to monetize users with ads that don’t displace their attention from your app...
- 29. The App Monetization Dilemma with Video How to monetize users with ads that don’t displace their attention from your app... ...yet still convert well enough to maintain viable CPMs.
- 30. The App Monetization Imperative with Video
- 31. The App Monetization Imperative with Video Build engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
- 32. The App Monetization Imperative with Video Build engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent. Ads must be:
- 33. The App Monetization Imperative with Video Build engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent. Ads must be: ● Native;
- 34. The App Monetization Imperative with Video Build engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent. Ads must be: ● Native; ● User-initiated (pull, not push);
- 35. The App Monetization Imperative with Video Build engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent. Ads must be: ● Native; ● User-initiated (pull, not push); ● Integrated seamlessly into content (not a distraction from app’s use case).
- 37. Ads in the Content Channel
- 38. Ads in the Content Channel Seamless integration of ads alongside native content created opportunity for high number of impressions / session
- 39. Ads in the Content Channel Canonical Example: Facebook Newsfeed
- 40. Ads in the Content Channel Instagram
- 41. Ads in the Content Channel Rovio Content Channel
- 42. Rewarded Video as a Content Driver
- 43. Rewarded Video as a Content Driver Rewarded video serves as the primary driver of content delivery, eg. content is mostly unlocked via video rewards in the app’s (mostly games) core use case
- 44. Rewarded Video as a Content Driver Flip Diving
- 45. Rewarded Video as a Content Driver Nonstop Knight
- 46. Rewarded Video as a Content Accelerator
- 47. Rewarded Video as a Content Accelerator Video rewards increase the pace at which content is unlocked or at which progression in the app’s core use case is permitted.
- 48. Rewarded Video as a Content Accelerator Flip Diving
- 49. Brand Placements as a Content Extension
- 50. Brand Placements as a Content Extension Branded ad placements extend the available content in the app. Brand advertisements take the form of native content.
- 51. Brand Placements as a Content Extension Facebook LINE App
- 52. Brand Placements as a Content Extension Crossy Road