Expert UA Secrets from DraftKings, N3twork & Game of Whales

NOTES Gems Discussion

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💎 #

1

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

05:52

View gem in the Notes

💎 #

2

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

06:40

View gem in the Notes

💎 #

3

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

08:20

View gem in the Notes

💎 #

4

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

10:05

View gem in the Notes

💎 #

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

View gem in the Notes

💎 #

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

View gem in the Notes

💎 #

7

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

19:20

View gem in the Notes

💎 #

8

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

20:55

View gem in the Notes

💎 #

9

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

22:05

View gem in the Notes

💎 #

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

View gem in the Notes

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

💎 #

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.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.
‍

💎 #

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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NOTES Gems Discussion

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.

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.

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.

Expert UA Secrets from DraftKings, N3twork & Game of Whales

Invite a colleague or friend for 3 months

Are creatives the biggest source of competitive advantage?

What aspects of creatives should they focus resources on?

Coming up with ideas

Measuring creative performance

Best way to spend resources on creatives for smaller budgets

Are creatives the biggest source of competitive advantage?

What aspects of creatives should they focus resources on?

Coming up with ideas

Measuring creative performance

Best way to spend resources on creatives for smaller budgets

Are creatives the biggest source of competitive advantage?

What aspects of creatives should they focus resources on?

Coming up with ideas

Measuring creative performance

Best way to spend resources on creatives for smaller budgets