![]() Best practices for implementing the right ad format for your game As a result, Avid.ly now implements rewarded ads across its entire portfolio of mobile games. In one of its mobile games, Avid.ly saw a 40% increase in average revenue per user, an 18% increase in in-app purchase revenue, and a 20% increase in session length. Although Avid.ly initially worried rewarded ads would cannibalize IAP revenue, the results showed the opposite effect. In the summer of 2016, following AdMob’s release of rewarded ads, Avid.ly decided to take the next step and add rewarded ads to a few of its mobile games. Avid.ly initially began working with AdMob to implement static interstitial and banner ads in a few of its apps, and devised a strategy to maintain its IAP revenue while adding revenue from advertising. With over 2 million daily active users across 50+ mobile games and only a small percentage of users making in-app purchases, Avid.ly saw that in-app advertising provided the opportunity for a new revenue stream. Human creativity and decision-making skills are indispensable in some areas.Chinese developer Avid.ly wanted to grow its revenue by finding a way to monetize non-paying gamers. However, at the moment, AI cannot completely replace humans in any given area, as there will be tasks that require a human touch anyway. For example, for creative teams, AI can create unique creative content, giving them the opportunity to save time and effort to create something else. Developers and marketing teams, too, have their own tools that make certain tasks easier. Can AI change advertising strategiesĪrtificial Intelligence in modern life is no longer something surprising and is entering more and more areas of life every day. At the moment, playable ads account for 30% of total traffic, while video ads have a 70% share. The effectiveness of this method largely depends on the game itself and its mechanics, and some of them show excellent user conversion just through playable ads. ![]() Regina Lurye, FreePlay’s director of marketing Playable Ads was not the most popular formatīut don’t completely deny the possibility of using playable ads to promote hyper-casual games. A few years later, however, it seems that these predictions were not accurate. People thought it would revolutionise game advertising and push video and static ads to the sidelines. When playable ads first appeared, there was a lot of excitement and hype around them. Playable ads as a way to attract an audienceĪccording to Regina Lurye, playable ads failed to eventually supplant popular video ads. Also, the market is spreading smoothly to countries where it was not previously present. It is also important to highlight the decline in CPM, which has resulted in lower LTV and a more difficult process of attracting users. Regina Lurye, FreePlay’s director of marketing As a result, to be more effective in reaching and engaging audiences, the industry is paying more attention to the quality, clarity and visual design of advertising content. However, users today are overwhelmed by ads and demand more engaging and innovative content. In the past, gameplay footage was enough to launch advertising campaigns. ![]() The market for hyper-casual games has changed dramatically over the past yearĪdvertising creatives are more important now than ever before. The incredibly fast changing hyper-casual game market has led to a shift towards more advanced optimisation techniques, such as user-level value optimisation or the use of mixed ROI. Regina Lurye, director of marketing at FreePlay, talks about what marketing trends will be relevant to the hyper-casual genre.Ī side note: FreePlay hits 1 billion downloads About trends in general However, there are trade-offs to be made on the road to success. The coming year promises many different surprises on the road to mobile gaming. ![]()
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