Rewarded ads have evolved greatly since the early days and have now grown to be more than just incentivised traffic. It’s proven to be a successful strategy to push an app’s visibility by achieving a high app store ranking and then benefitting from the genuine installs that result from the gained visibility effect. You'll discover: - Current state of Rewarded Ads in 2017: How it has grown from being more than just incentivised traffic - Evolution of Rewarded Ads: From burst campaigns to ongoing incentivised campaigns - Volume and scale of doing rewarded ads: How to take advantage of volume and popularity of doing incent on organic - How to measure the impact of rewarded ads

2. Housekeeping
- 35 Minutes
- Ask questions at any time via this panel -->
- Q&A at the end
- Recording & slides via E-mail

3. 3
INTRODUCTION
● Vice President, EMEA & India at AppLift.
● Since joining AppLift in 2014, Chris has successfully
enabled substantial growth of the existing
advertiser base as well as on-boarded multiple new
clients.
● Prior to joining AppLift, Chris spent 4 years working
for Google across various location in Europe. His
marketing expertise is complemented by a strong
tech appreciation stemming from his time with
Oracle.

4. 4
AGENDA

5. Current state of Rewarded Ads in
2017: How it has grown from being
more than just incentivised traffic
Evolution of Rewarded Ads: From
burst campaigns to ongoing
incentivised campaigns
Volume and scale of doing rewarded
ads: How to take advantage of volume
and popularity of doing incent on
organic

6. 6
WHAT ARE REWARDED INSTALLS?
6
This ad model rewards a user in exchange for
completing an action – such as installing an app,
engaging with an app, etc. The reward is typically a
virtual currency, a game item, or a discount on a
product / service.
Offer Walls In-App Rewards
● Volume: High install volumes in short period of time
● Price: Cost-Per-Install (CPI) significantly lower than
for non-rewarded installs
● Reach: Mass-Market Audience
Benefits:

7. 7
GOING BACK TO 2012

8. 8
● Google play store changed the way they rank
apps on the store.
● 24 hour bursts which were very common
back in the day were not allowed
● Agencies came into play - they learnt how to
spot bot installs.
EVOLUTION OF REWARDED ADS

9. 9
WHAT HAS CHANGED?
Burst
campaigns were
not only used to
drive rewarded
installs.
Restrictions in
Google’s
policies on
incentivised
installs for UA.
AppLift goes
one step beyond
incent with CPX
campaigns.
CPX campaigns
are unique in the
industry
(positive results
for advertisers).

10. What
do we offer?
10

11. 11
WHY & WHEN REWARDED?
LAUNCH
Objective:
- Short-Term Visibility
- Acquire high-value organic users
- Positive ROAS (Return on ad spend)
GROW
Objective:
- Long-Term Visibility
- Sustainable growth
- Positive ROAS
Burst Campaign
Sustained category
burst campaign
Sustained rewarded
install campaign
RETAIN

12. 12
FEATURES
Major Supply
Aggregation
Fraud Detection
& Prevention
Real-time Campaign
Adjustments &
Reporting
Machine-learning
Bidding-Engine
Fully Managed
Service
Cross Publisher
LTV Optimization

13. - Organize data & normalize your KPIs
- Maintaining multiple tools to keep track of your campaigns
- Making educated marketing decisions
Your challenges as a mobile marketer

14. 14
#1
iOS
Attribution SDK*
22,000+
Integrated
SDKs
150+
Employees
100+ Billion
Data points
tracked monthly
1000+
Integrated
Partners
2 Petabytes
Monthly
Traffic

15. How AppLift and Adjust integrate
● “Plug-and-play” integration
● Link events for sophisticated targeting
● All relevant data automatically shared
● Use Adjust’s tracker wizard to generate
your tracking URL ready for action

16. How to measure impact of rewarded ads
● Per AppLift’s default setup, users are split using the below structure on
your adjust dashboard:
○ Offer Name
■ Affiliate_id
● Creative name (set manually in tracker URL)
● Adjust’s integration with AppLift uses dynamic tracking URLs, allowing for
customization of this structure to best suit your needs.

17. Example: How to measure impact of rewarded ads
Comparing networks / campaigns / affiliates / creatives

18. Example: How to measure impact of rewarded ads

19. Cohort analysis of user behavior to identify sources of high value
Example: How to measure impact of rewarded ads

20. Using Adjust’s feature set for further analysis
● Use Adjust’s dynamic callbacks to pair together internal IDs and device
information and send to your backend / third-party storage (like AWS)
● Use Adjust’s audience builder to create always-up-to-date segments for
retargeting, A/B testing & comparison purposes
● Use real-time reporting with an infinite look-back window to accurately
analyze your UA campaigns & make well-informed marketing decisions

21. Chris Godderidge
AppLift
Michael Paxman
Adjust