Delivered at Casual Connect Europe 2017. In-app ads and amazing user experience don't have to be mutually exclusive. Join us to discover how to generate a positive, customized experience for your users and top ad revenue with expert tips and detailed case studies from successful publishers.

1. MYTH BUSTERS
Starring Natalie Portier
COO of

2. “In-app ads harm user
experience”
Today’s Myth

3. “In-app ads can boost both ad
revenue AND user experience,
when done right”
Truth

4. QUIZ TIME
Good UX or Bad UX?

5. Good UX or Bad UX?

6. Good UX or Bad UX?
“Cool game. Bought it because it was featured
at the App Store. Too bad App Store didn’t say it
crashes all the time.”

7. Good UX or Bad UX?

8. Good UX or Bad UX?
“I have an advertisement pop up every 2
seconds and it makes me die, so that issue
needs fixed asap…”

9. Good UX or Bad UX?
“Game is good. There are few ads but it’s just a
few seconds. I love games like this.”

10. Monetize the Right Way
Use Proper Placement
Don’t
Be Intrusive
Hinder Gameplay

11. Monetize the Right Way
Serve Ads in Natural Resting Periods
LEVEL
COMPLETED!
AD!

12. Monetize the Right Way
Cap Frequency & Add Variety
5 Mins

13. Monetize the Right Way
Minimize Ad Loading Time
AD LOAD TIME?

14. Monetize the Right Way
Segment Your Users
NEW
PLAYER
LIVES IN
CANADA
POWER
USER

15. Monetize the Right Way
Filter Mature Content

16. Monetize the Right Way
Reward Your Users
62%
Of Players Watch
Rewarded Video Ads
Regularly for In-
Game Perks
Source: Unity 3D
EARN A
LIFE!
by watching
this video

17. EXPERIMENT!
Ad Networks Ad Formats Ad Placement
+ +
Discover Ideal Combination for
Your App and Audience

18. Case Study: Ghost Town Adventures

19. Case Study: Ghost Town Adventures
Assumptions
1. Ads demotivate in-app purchases
2. Ads drive user retention down
3. Ad monetization is only good for free users

20. Case Study: Ghost Town Adventures
Experiment
Duration: 2 weeks
# of Users: 10,000
Divide users into 2 segments
Group A
Ads for all, always.
Group B
• Ads for non-
paying users only.
• 30 minutes
frequency cap.

21. Case Study: Ghost Town Adventures
Parameters:
ARPPU
LTV
Ad Impressions
Retention Rate
Average Session Length
Conversion

22. Case Study: Ghost Town Adventures
Results
Group A
34K Ad Impressions
More Ad Revenue
More In-App Purchases
(Transactions)
Higher Retention Rate
Group B
20K Ad Impressions
Lower Ad Revenue
More Paying User with
Small Purchases
Lower Retention Rate

23. Case Study: Ghost Town Adventures
Conclusion
1. Ads lead to more in-app purchases
2. Ads do not affect retention and increase LTV.
3. Ads brought in Ad Revenue in addition to in-app
purchases.

24. Case Study: Ghost Town Adventures
What’s Happening Now
Ads are shown to both paying and non-paying users
Company runs experiment with new users regularly to confirm
chosen strategy

25. “In-app ads can boost both ad revenue AND
user experience, when done right”
Top 8 Tips
1. Use Proper Placement
2. Reward Your Users
3. Serve Ads in Natural
Resting Periods
4. Cap Frequency & Add
Variety
5. Minimize Ad Loading
Time
6. Segment Your Users
7. Filter Mature Content
8. Experiment!

26. “In-app ads harm user experience”
Today’s MythMYTH BUSTED

27. Share Your Tips!
natalie@appodeal.com
www.appodeal.com