Ed Laws, InMobi

Getting the Most Out of Your Paid Marketing

(White Nights Conference Moscow 2017)
The official conference website — http://wnconf.com

Transcript

1. Getting the Most Out of Your Paid Marketing Ed Laws GM, SVP Global Performance Advertising, InMobi
2. 250 Mn NORTH AMERICA 100 Mn LATAM 150 Mn MIDDLE EAST & AFRICA 350 Mn EUROPE 450 Mn APAC Getting the Most Out of Your Paid Marketing INMOBI IS A GLOBAL MOBILE ADVERTISING PLATFORM Specializing in delivering the best ROI for marketers global footprint with local operations • 1.5B USERS - SDK • BRAND ADVERTISING • USER ACQUISITION • RETARGETING • SDK NETWORK • PROGRAMMATIC EXCHANGE • DSP
3. 5 Ways to Get the Most Out of Your Paid Marketing 1. Campaign Hygiene 2. Campaign Efficiency - User Targeting 3. Campaign Efficiency - Incrementality 4. User Experience & Creatives 5. Maximize ROI with Remarketing Getting the Most Out of Your Paid Marketing
4. THE RIGHT WAY TO THINK ABOUT MOBILE ADVERTISING It’s not just about creatives, it’s about creatives that deliver results! PERFORMANCE EXCELLENCE CREATIVE EXCELLENCE • Dynamic conversion prediction and pricing (A) CREATIVE AUTHORING TOOL • Inform, Engage, Convert • Promote essence of the game (B) BESPOKE VIDEO / PLAYABLE CREATIVES • Innovate , Test • Refresh, Rotate (A) DATA SCIENCE - WHO • Personalisation through deep learning • Optimized viewing experiences and targeting (B) DATA SCIENCE - HOW MUCH
5. CAMPAIGN HYGIENE Getting the Most Out of Your Paid Marketing
6. CAMPAIGN HYGIENE Suppression Lists Two Way Post Backs Partner Trust & Transparency Attribution & Incrementality Enable Deep Links Getting the Most Out of Your Paid Marketing
7. TARGETING Getting the Most Out of Your Paid Marketing
8. TARGETING: SEGMENT COHORTS Match 3 Runner Puzzle Strategy RPG Slot Machine Getting the Most Out of Your Paid Marketing
9. CUSTOM LOOKALIKE TARGETING … identify lookalike device and features Your high value user Geo location / polygons Device / OS settings App ownership Demographic data User Recency / Frequency Machine learning based model uses over 30+ attributes The model is applied on all InMobi users to find similar high-value users Prospecting new high value users Getting the Most Out of Your Paid Marketing
10. TARGETING EVOLVING INTO PREDICTION Getting the Most Out of Your Paid Marketing Input Signals Country Site Device Type Handset OS Version Operator Session Depth User Recency & Frequency Bid Engine CPM Bid Price Calculation Impression Signals Bid request attribute matching Publisher Signals Call order Session depth Device ID signals DMP, Data Store Score Advertiser Post Install KPIe Cost Per X
11. INCREMENTALITY Getting the Most Out of Your Paid Marketing
12. Getting the Most Out of Your Paid Marketing INCREMENTALITY TESTS Test Segment : • Segment Size: Random set of non organic users • Creative: Game Developer App • Landing Page: App Store • Tracking: VTA • Purpose: Show install conversions of game developer app from paid marketing exposure Control Segment : • Segment Size: Random set of non organic users • Creative: Neutral • Landing Page: mweb page • Tracking: VTA • Purpose: Measure how many organic installs result from a random set of ad network users Expected Outcome of Incrementality: Test Segment leading to higher installs of the developer app.
13. MEASUREMENT & TRANSPARENCY Track Quality, Avoid Fraud Ad Stacking, Click Injection, Click Spamming, Anonymous Installs Track Ad Viewability Viewability providers to measure ad engagement Audience Verification Tags providing external verification on demographic data segments In-App Marketing Connect marketing strategy to deep game analytics
14. CREATIVES & USER EXPERIENCE Getting the Most Out of Your Paid Marketing
15. CREATIVES: PLAYABLE ADS Getting the Most Out of Your Paid Marketing WHY PLAYABLES? • CVM up to 2x video • Engagement = Intent • Abundant Supply • Higher LTV
16. CREATIVES: PLAYABLE ADS Getting the Most Out of Your Paid Marketing BEST PRACTICES: • Gameplay should start automatically. No need for a “Start” or “Play Now” button. • Playable ≠ Tutorial • Playables less than 10 seconds not so good. • Recommended length is 15-45 seconds. • Install now option within Playable • Skip => End Card (like video) to prevent accidental close (OR full close out as a UX decision)
17. CREATIVES: VERTICAL VIDEO Getting the Most Out of Your Paid Marketing WHY VERTICAL? • 75% of all casual gaming inventory is portrait. • Landscape video in portrait is bad use of screen space. • Most people do not rotate their phone to view an ad. • 30% better performance for vertical video vs landscape (on portrait inventory) BEST PRACTICES: • Optimize for portrait • Build in interactive features using all the device capabilities: tap, zoom, swipe, move/gyro etc. • End card experience: interactive, playable, carousels, experiment, frequent refresh. • 1:1 square video works too. X
18. CREATIVES: HALF AND HALF VIDEO + CAROUSEL Getting the Most Out of Your Paid Marketing WHY HALF & HALF? • Best of everything! • Essence of the game AND interaction • Widely available interstitial inventory • User very well-informed at the point of click => LTV BEST PRACTICES: • Half Video + Half Carousel • Half Video + Half Playable • Refresh carousel cards every 2 weeks • Refresh playables every 4 weeks • Refresh video every 4-6 weeks
19. MAXIMIZING ROI WITH REMARKETING Getting the Most Out of Your Paid Marketing
20. INMOBI REMARKETING How does it work? Dynamic Audience Builder Dynamic Creative Optimizer Smart Bidder
21. Getting the Most Out of Your Paid Marketing REMARKETING CAMPAIGN: ACTIVATION Ad unit encourages user to open the app User opens app and begins to engage User installs your app but doesn’t play for 7 days Nudge new users to play your game
22. Getting the Most Out of Your Paid Marketing REMARKETING CAMPAIGN: RE-ENGAGEMENT Payer is deep-linked to game or purchase screen Purchase is completed and payer is re-activated Historical payer sees retargeting ad Re-engage dormant payer to return to the game
23. >60% of the dormant cohort reached across 3 titles PLAYRIX REACTIVATES DORMANT PAYERS WITH REMARKETING >80% re-engaged players make a purchase, 200% ROAS delivered To help Playrix reactivate its dormant payers, InMobi leveraged on a combination of dynamic creatives and real-time bid optimizer to reach their users efficiently across 10 countries and deeplinked them back into the app >20% of users deep linked back to app / recovered
24. Playrix Case Study Half and Half Video + Carousel Dynamic Ad Carousel Full-Screen Interstitial CREATIVE STRATEGIES USED Remarketing leverages all formats used in prospecting Getting the Most Out of Your Paid Marketing
25. Ed Laws Global SVP & GM, Performance Advertising ed.laws@inmobi.com THANK YOU