This document discusses balancing user acquisition and monetization for mobile apps. It provides an overview of ironSource's platform metrics and numbers. The key points are: 1) The cycle of mobile success involves optimizing monetization, user acquisition, and profit in an infinite loop. 2) Priming the app economy involves providing multiple monetization options for users and understanding spending behaviors and ARPU. 3) User acquisition involves both paid and organic channels, with the challenge being who owns the risk in the user funnel. 4) Both monetization and user acquisition require ongoing optimization to maximize user experience, engagement, and revenue. Balancing these elements is important for success.

1. Finding the Balance
Managing the Monetization and UA Lifecycle

2. 800M
People Reached Each Month
4,200
Apps Installed Every Minute
with the ironSource Platform
150B
Registered & Analyzed Data Events
Every Month
80K+
PARTNERED APPS
SEP. 2010
ESTABLISHED
7.5B+
INSTALLATIONS TO DATE
700
EMPLOYEES
365
R&D EMPLOYEES
BEIJING CHINA SHANGHAI CHINA BANGALORE INDIASHENZHEN CHINATEL AVIV ISRAEL
SAN FRANCISCO UNITED STATES NEW YORK UNITED STATES LONDON UNITED KINGDOM
ironSource in Numbers

3. The Cycle of Mobile
Success

4. Perfection = The Infinite Loop
Monetization
User
Acquisition
Profit

5. Priming Your App Economy
Ad Monetization & Optimization
Bridging the Gap with User Acquisition

6. “A successful monetization strategy can
be adapted to your users and their
spending behaviors. It is dynamic and
encouraging, not rigid and forceful.”

7. Priming your app economy
Provide multiple, tiered currencies (if possible)
Present clear value to your users
Understand your monetization mix and ARPU
Only 3.5% of gamers spend money in-app, 30 times more than the
average gamer (paying and non-paying) with US$9.39 versus US$0.32
per month per gaming app.*
*Appsflyer report

8. Ad Monetization
Rewarded Video
Advertiser
Player
Developer
Rewarded
Video
● Opt-in
● Gets Value
● Engagement
● Retention
● Revenue
● Quality engagement
● Positive brand
association

9. Ad Monetization
Nonstop Knight by Flare Games

10. Non EngagersAd Engagers
Ad Monetization
Rewarded Video
2%
6%
10%
4%
8%
0
Impact on Revenue
Percentage of users which generate IAP

11. LowLowest Medium High Highest
Ad Monetization
Rewarded Video
2
6
4
8
0
Impact on Engagement
Games Per Session vs. User Engagement Levels
◼ Ad Engagers ◼ Non Engagers

12. 1. User uses an app 2. User is offered a video to watch
3. User watches the video 4. User receives their reward
Rewarded Video (RV)
Free Gift

13. Interstitial ads

14. Ad Monetization - What to look for
● How are your users engaging with your ads?
● How many impressions is each ad unit
generating?
● How do you balance ad frequency and pacing
to maximize user experience?

15. Ad Monetization
Optimization
2.2M 101.2K 5.2 c 2.6 c

16. Ad Monetization
Optimization
8

17. User Acquisition
Cross-promotion, Traditional Marketing, Organics
(social, viral features)
vs.
Paid Social and Ad Networks

18. ClickImpression App Open Registration PurchaseApp Store Install
Publisher Risk
Bridging the Gap - Who Owns the Risk?
User acquisition funnel
Publisher value Advertiser valueCost model Advertiser Risk
Few users deliver value

19. UA Quick Hits - How to Get Started
● Set a budget and goals for around 1,000 installs, monitor
performance, try again.
● Focus on the geos that are important to you, “testing”
geos is getting more expensive and isn’t always fruitful if
your budget is limited.
● Ask for help! Your ad network or channel wants you to
succeed, don’t be scared to ask for tips and info that
has worked for similar games

20. What should I look for?
● Where can you find the largest volume of quality users
at the lowest cost?
● Which channels/geos perform the best in terms of
install rate and revenue?
● How can I begin funneling earned revenue back into
these channels?
● When you max out a channel, test the next one

21. In Summary
● Prime your in-app economy for flexibility
● Structure monetization before you start
pouring money into UA
● Bridge the gap with UA

22. Thank You