Expert UA Secrets from DraftKings, N3twork & Game of Whales

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Experts from N3TWORK, DraftKings and Game of Whales share knowledge about creative optimization, coming up with out of the box ideas for creatives and what downstream metrics are the most important.

Source:
Expert UA Secrets from DraftKings, N3twork & Game of Whales
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
November 13, 2019
Added to the Vault on:
March 12, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Successful UA teams try all kinds of different concepts to see what converts best.

05:52
💎 #
2

When it comes to creatives, forget everything that YOU want vs. what your users want.

06:40
💎 #
3

You must think out of the box: look for the craziest things (e.g. showing users fails instead of features):

08:20
💎 #
4

To come up with ideas, play with things that are current like memes or things people see on TV.

10:05
💎 #
5

Have the creative person understand where the ad is going to go and how it is displayed (newsfeed, in-game, etc.) and create an experience for that placement.

11:15
💎 #
6

A UA person should think all the way through the funnel: when they bring the user in, what does that user see (first experience) and how a lousy experience is going to make the user drop off.

17:40
💎 #
7

If less budget or a startup, focus on the flow and make tweaks/improvements to the user experience.

19:20
💎 #
8

Focus on smaller channels like rewarded video networks and try to nail rewarded video creatives.

20:55
💎 #
9

Need to learn from each dollar spent: which channel allows you to learn something (vs. UAC blackbox for example)?

22:05
💎 #
10

If you have a small budget, take the money and put it on A/B testing: the most important tool in the toolbox. You need to increase your LTV to be able to compete

22:55
The "gems" from this resource are only available to premium members.
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💎 #
1

Successful UA teams try all kinds of different concepts to see what converts best.

05:52
💎 #
2

When it comes to creatives, forget everything that YOU want vs. what your users want.

06:40
💎 #
3

You must think out of the box: look for the craziest things (e.g. showing users fails instead of features):

08:20
💎 #
4

To come up with ideas, play with things that are current like memes or things people see on TV.

10:05
💎 #
5

Have the creative person understand where the ad is going to go and how it is displayed (newsfeed, in-game, etc.) and create an experience for that placement.

11:15
💎 #
6

A UA person should think all the way through the funnel: when they bring the user in, what does that user see (first experience) and how a lousy experience is going to make the user drop off.

17:40
💎 #
7

If less budget or a startup, focus on the flow and make tweaks/improvements to the user experience.

19:20
💎 #
8

Focus on smaller channels like rewarded video networks and try to nail rewarded video creatives.

20:55
💎 #
9

Need to learn from each dollar spent: which channel allows you to learn something (vs. UAC blackbox for example)?

22:05
💎 #
10

If you have a small budget, take the money and put it on A/B testing: the most important tool in the toolbox. You need to increase your LTV to be able to compete

22:55
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💎 #
1

Successful UA teams try all kinds of different concepts to see what converts best.

05:52
💎 #
2

When it comes to creatives, forget everything that YOU want vs. what your users want.

06:40
💎 #
3

You must think out of the box: look for the craziest things (e.g. showing users fails instead of features):

08:20
💎 #
4

To come up with ideas, play with things that are current like memes or things people see on TV.

10:05
💎 #
5

Have the creative person understand where the ad is going to go and how it is displayed (newsfeed, in-game, etc.) and create an experience for that placement.

11:15
💎 #
6

A UA person should think all the way through the funnel: when they bring the user in, what does that user see (first experience) and how a lousy experience is going to make the user drop off.

17:40
💎 #
7

If less budget or a startup, focus on the flow and make tweaks/improvements to the user experience.

19:20
💎 #
8

Focus on smaller channels like rewarded video networks and try to nail rewarded video creatives.

20:55
💎 #
9

Need to learn from each dollar spent: which channel allows you to learn something (vs. UAC blackbox for example)?

22:05
💎 #
10

If you have a small budget, take the money and put it on A/B testing: the most important tool in the toolbox. You need to increase your LTV to be able to compete

22:55
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Become a member to:
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Notes for this resource are currently being transferred and will be available soon.

Are creatives the biggest source of competitive advantage?

Nebo (UA at N3TWORK)

  • Few levers now to do UA and creative one of the most important now
  • Now you have to test all kinds of concepts
  • Need to fight creative fatigue and increase creatives’ lifetime

John (Programmatic at DraftKings)

  • 3 levers
    - Budget
    - Targeting
    - Creative: most important aspect. What can you do to show your value proposition is better?

Doron (Game of Whales)

  • Creatives important but there are such differences in budget (small vs. big company) that developers need to think “guerilla” also on targeting and ways to get to users


What aspects of creatives should they focus resources on?

Nebo (UA at N3TWORK)

  • Forget everything you know about creatives: trying and testing to prove by numbers
  • [💎@05:52] Successful UA teams try all kinds of different concepts to see what converts best
  • CTR and Click-to-Install is not necessarily the best indicator of performance (e.g. misleading ad leading to poor retention) -> need a holistic view

John (Programmatic at DraftKings)

  • Build for your users, not for you. [💎@06:40] Forget everything that YOU want vs. what your users want.

Doron (Game of Whales)

  • [💎@08:20] Must think out of the box: look for the craziest things (e.g. showing users fails instead of features)


Coming up with ideas

John (Programmatic at DraftKings)

  • Using ad intelligence tools like App Annie, Sensor Tower, etc.
  • [💎@10:05] Play with things that are current like memes or things people see on TV
  • Production value does not matter that much, it’s more about catching the users’ attention

Nebo (UA at N3TWORK)

  • [💎@11:15] Have the creative person understand where the ad is going to go and how it is displayed (newsfeed, in-game, etc.) and create an experience for that placement.

Doron (Game of Whales)

  • Small company: everybody can take part in creatives, no limitations


Measuring creative performance

Nebo (UA at N3TWORK)

  • Mid to hardcore games: care about IPM or CTR and Installs in terms of reach but they look for revenue -> also look at Cost per retained user, Cost per payer to check if it’s not just “noise”
  • Doesn't really look at DX metrics, try to figure out what the payback window is at the most granular level possible. They are trying to automate this process.

John (Programmatic at DraftKings)

  • If low ARPU but you make it up with volume than it’s a completely different bid strategy
  • [💎@17:40] A UA person should think all the way through the funnel: when they bring the user in, what does that user see (first experience) and how a lousy experience is going to make the user drop off
  • [💎@19:20] If less budget or a startup, focus on the flow and make tweaks/improvements to the user experience

Doron (Game of Whales)

  • Front-end is the first-tier: if ad with no clicks and installs, it won’t work
  • Bust most important: ROI, break down by targeted audience, art and LTV
  • No need to wait: tools in the market offer predictive LTV to track if campaign is driving good ROI or bad ROI


Best way to spend resources on creatives for smaller budgets

Nebo (UA at N3TWORK)

  • [💎@20:55] Focus on smaller channels like rewarded video networks and try to nail rewarded video creatives
  • Once you’ve proved the game is retaining users and you can monetize them, expand and buy more expensive sources (including Facebook)

John (Programmatic at DraftKings)

  • [💎@22:05] Need to learn from each dollar spent: which channel allows you to learn something (vs. UAC blackbox for example)?

Doron (Game of Whales)

  • [💎@22:55] Would take the money and put it on A/B testing: the most important tool in the toolbox. You need to increase your LTV to be able to compete.

Think about A/B testing as you are creating the game.



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Are creatives the biggest source of competitive advantage?

Nebo (UA at N3TWORK)

  • Few levers now to do UA and creative one of the most important now
  • Now you have to test all kinds of concepts
  • Need to fight creative fatigue and increase creatives’ lifetime

John (Programmatic at DraftKings)

  • 3 levers
    - Budget
    - Targeting
    - Creative: most important aspect. What can you do to show your value proposition is better?

Doron (Game of Whales)

  • Creatives important but there are such differences in budget (small vs. big company) that developers need to think “guerilla” also on targeting and ways to get to users


What aspects of creatives should they focus resources on?

Nebo (UA at N3TWORK)

  • Forget everything you know about creatives: trying and testing to prove by numbers
  • [💎@05:52] Successful UA teams try all kinds of different concepts to see what converts best
  • CTR and Click-to-Install is not necessarily the best indicator of performance (e.g. misleading ad leading to poor retention) -> need a holistic view

John (Programmatic at DraftKings)

  • Build for your users, not for you. [💎@06:40] Forget everything that YOU want vs. what your users want.

Doron (Game of Whales)

  • [💎@08:20] Must think out of the box: look for the craziest things (e.g. showing users fails instead of features)


Coming up with ideas

John (Programmatic at DraftKings)

  • Using ad intelligence tools like App Annie, Sensor Tower, etc.
  • [💎@10:05] Play with things that are current like memes or things people see on TV
  • Production value does not matter that much, it’s more about catching the users’ attention

Nebo (UA at N3TWORK)

  • [💎@11:15] Have the creative person understand where the ad is going to go and how it is displayed (newsfeed, in-game, etc.) and create an experience for that placement.

Doron (Game of Whales)

  • Small company: everybody can take part in creatives, no limitations


Measuring creative performance

Nebo (UA at N3TWORK)

  • Mid to hardcore games: care about IPM or CTR and Installs in terms of reach but they look for revenue -> also look at Cost per retained user, Cost per payer to check if it’s not just “noise”
  • Doesn't really look at DX metrics, try to figure out what the payback window is at the most granular level possible. They are trying to automate this process.

John (Programmatic at DraftKings)

  • If low ARPU but you make it up with volume than it’s a completely different bid strategy
  • [💎@17:40] A UA person should think all the way through the funnel: when they bring the user in, what does that user see (first experience) and how a lousy experience is going to make the user drop off
  • [💎@19:20] If less budget or a startup, focus on the flow and make tweaks/improvements to the user experience

Doron (Game of Whales)

  • Front-end is the first-tier: if ad with no clicks and installs, it won’t work
  • Bust most important: ROI, break down by targeted audience, art and LTV
  • No need to wait: tools in the market offer predictive LTV to track if campaign is driving good ROI or bad ROI


Best way to spend resources on creatives for smaller budgets

Nebo (UA at N3TWORK)

  • [💎@20:55] Focus on smaller channels like rewarded video networks and try to nail rewarded video creatives
  • Once you’ve proved the game is retaining users and you can monetize them, expand and buy more expensive sources (including Facebook)

John (Programmatic at DraftKings)

  • [💎@22:05] Need to learn from each dollar spent: which channel allows you to learn something (vs. UAC blackbox for example)?

Doron (Game of Whales)

  • [💎@22:55] Would take the money and put it on A/B testing: the most important tool in the toolbox. You need to increase your LTV to be able to compete.

Think about A/B testing as you are creating the game.



The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Are creatives the biggest source of competitive advantage?

Nebo (UA at N3TWORK)

  • Few levers now to do UA and creative one of the most important now
  • Now you have to test all kinds of concepts
  • Need to fight creative fatigue and increase creatives’ lifetime

John (Programmatic at DraftKings)

  • 3 levers
    - Budget
    - Targeting
    - Creative: most important aspect. What can you do to show your value proposition is better?

Doron (Game of Whales)

  • Creatives important but there are such differences in budget (small vs. big company) that developers need to think “guerilla” also on targeting and ways to get to users


What aspects of creatives should they focus resources on?

Nebo (UA at N3TWORK)

  • Forget everything you know about creatives: trying and testing to prove by numbers
  • [💎@05:52] Successful UA teams try all kinds of different concepts to see what converts best
  • CTR and Click-to-Install is not necessarily the best indicator of performance (e.g. misleading ad leading to poor retention) -> need a holistic view

John (Programmatic at DraftKings)

  • Build for your users, not for you. [💎@06:40] Forget everything that YOU want vs. what your users want.

Doron (Game of Whales)

  • [💎@08:20] Must think out of the box: look for the craziest things (e.g. showing users fails instead of features)


Coming up with ideas

John (Programmatic at DraftKings)

  • Using ad intelligence tools like App Annie, Sensor Tower, etc.
  • [💎@10:05] Play with things that are current like memes or things people see on TV
  • Production value does not matter that much, it’s more about catching the users’ attention

Nebo (UA at N3TWORK)

  • [💎@11:15] Have the creative person understand where the ad is going to go and how it is displayed (newsfeed, in-game, etc.) and create an experience for that placement.

Doron (Game of Whales)

  • Small company: everybody can take part in creatives, no limitations


Measuring creative performance

Nebo (UA at N3TWORK)

  • Mid to hardcore games: care about IPM or CTR and Installs in terms of reach but they look for revenue -> also look at Cost per retained user, Cost per payer to check if it’s not just “noise”
  • Doesn't really look at DX metrics, try to figure out what the payback window is at the most granular level possible. They are trying to automate this process.

John (Programmatic at DraftKings)

  • If low ARPU but you make it up with volume than it’s a completely different bid strategy
  • [💎@17:40] A UA person should think all the way through the funnel: when they bring the user in, what does that user see (first experience) and how a lousy experience is going to make the user drop off
  • [💎@19:20] If less budget or a startup, focus on the flow and make tweaks/improvements to the user experience

Doron (Game of Whales)

  • Front-end is the first-tier: if ad with no clicks and installs, it won’t work
  • Bust most important: ROI, break down by targeted audience, art and LTV
  • No need to wait: tools in the market offer predictive LTV to track if campaign is driving good ROI or bad ROI


Best way to spend resources on creatives for smaller budgets

Nebo (UA at N3TWORK)

  • [💎@20:55] Focus on smaller channels like rewarded video networks and try to nail rewarded video creatives
  • Once you’ve proved the game is retaining users and you can monetize them, expand and buy more expensive sources (including Facebook)

John (Programmatic at DraftKings)

  • [💎@22:05] Need to learn from each dollar spent: which channel allows you to learn something (vs. UAC blackbox for example)?

Doron (Game of Whales)

  • [💎@22:55] Would take the money and put it on A/B testing: the most important tool in the toolbox. You need to increase your LTV to be able to compete.

Think about A/B testing as you are creating the game.