Adam Smart (Director of Product at AppsFlyer) and Piyush Mishra (Lead Growth Marketing at Product Madness) talk with John Wright (Head Of Operations at Luna Labs - an ironSource Company) about the importance of creatives in a world full of automation and algorithms. They take a look at everything from the basics, to playable ads, to a whole new world of analytics that is now spawning from them as a result.
Static ads are still a big part of the advertising industry: almost 60% of the spend goes to static ads.
You need to have a diverse creative strategy: playables, videos and static ads. The way users relate to each of them is different, and the diversity of format can convert better (e.g. user that plays a playable and does not convert immediately, but converts through a banner later).
Because playables are a coded experience, you can program and see custom events (e.g. user engaged, shot a gun, defeated the boss, won or lost the level, etc.). **You can leverage these events to optimize the post-install experience **and increase conversions.
The behavior of users within the playable and the behavior of users after installing the game are synonymous but different: there’s much more complexity once in the game. What the playable tells you is that the game engages users.
A lot of people have been discussing using playables as a sandbox: getting indications on a new character, a new level, a new mechanic, etc. ironSource actually has a system to select dynamically a character based on metrics, which can be leveraged for this.
The playable environment is different because you’re removing a lot of the complexity. It’s a hook, then once they get into the game you want to give them something more so that they stick around.
Some of the big match 3 and puzzle games have been successful at using playables as a sandbox to test new types of game mechanics, take engagement insights from these and embed the experience into the actual games (e.g. through mini-games, through Live Ops games).
Static ads are still a big part of the advertising industry: almost 60% of the spend goes to static ads.
You need to have a diverse creative strategy: playables, videos and static ads. The way users relate to each of them is different, and the diversity of format can convert better (e.g. user that plays a playable and does not convert immediately, but converts through a banner later).
Because playables are a coded experience, you can program and see custom events (e.g. user engaged, shot a gun, defeated the boss, won or lost the level, etc.). **You can leverage these events to optimize the post-install experience **and increase conversions.
The behavior of users within the playable and the behavior of users after installing the game are synonymous but different: there’s much more complexity once in the game. What the playable tells you is that the game engages users.
A lot of people have been discussing using playables as a sandbox: getting indications on a new character, a new level, a new mechanic, etc. ironSource actually has a system to select dynamically a character based on metrics, which can be leveraged for this.
The playable environment is different because you’re removing a lot of the complexity. It’s a hook, then once they get into the game you want to give them something more so that they stick around.
Some of the big match 3 and puzzle games have been successful at using playables as a sandbox to test new types of game mechanics, take engagement insights from these and embed the experience into the actual games (e.g. through mini-games, through Live Ops games).
Static ads are still a big part of the advertising industry: almost 60% of the spend goes to static ads.
You need to have a diverse creative strategy: playables, videos and static ads. The way users relate to each of them is different, and the diversity of format can convert better (e.g. user that plays a playable and does not convert immediately, but converts through a banner later).
Because playables are a coded experience, you can program and see custom events (e.g. user engaged, shot a gun, defeated the boss, won or lost the level, etc.). **You can leverage these events to optimize the post-install experience **and increase conversions.
The behavior of users within the playable and the behavior of users after installing the game are synonymous but different: there’s much more complexity once in the game. What the playable tells you is that the game engages users.
A lot of people have been discussing using playables as a sandbox: getting indications on a new character, a new level, a new mechanic, etc. ironSource actually has a system to select dynamically a character based on metrics, which can be leveraged for this.
The playable environment is different because you’re removing a lot of the complexity. It’s a hook, then once they get into the game you want to give them something more so that they stick around.
Some of the big match 3 and puzzle games have been successful at using playables as a sandbox to test new types of game mechanics, take engagement insights from these and embed the experience into the actual games (e.g. through mini-games, through Live Ops games).
Notes for this resource are currently being transferred and will be available soon.
Different uses for different creatives because people receive banners, interstitials and playable ads differently.
[💎@03:22] Static ads are still a big part of the advertising industry: almost 60% of the spend goes to static ads.
Google’s historic inventory very much fits itself to banners, social networks more to video.
Playables have been around only for 4 years. It’s still catching up.
Product Madness: focused on video, but bread and butter are still statics.
[💎@07:15] You need to have a diverse creative strategy: playables, videos and static ads. The way users relate to each of them is different, and the diversity of format can convert better (e.g. user that plays a playable and does not convert immediately, but converts through a banner later).
Some players don’t engage.
Main thing you look at: engagement with playable. You can see 70-80% engagement. Very powerful metric.
[💎@09:45] Because playables are a coded experience, you can program and see custom events (e.g. user engaged, shot a gun, defeated the boss, won or lost the level, etc.). You can leverage these events to optimize the post-install experience and increase conversions.
[💎@12:18] The behavior of users within the playable and the behavior of users after installing the game are synonymous but different: there’s much more complexity once in the game. What the playable tells you is that the game engages users.
You can but it would be very difficult to execute.
[💎@13:51] A lot of people have been discussing using playables as a sandbox: getting indications on a new character, a new level, a new mechanic, etc. ironSource actually has a system to select dynamically a character based on metrics, which can be leveraged for this.
[💎@15:15] The playable environment is different because you’re removing a lot of the complexity. It’s a hook, then once they get into the game you want to give them something more so that they stick around.
More engagement by design. Is that a reflection of the game or the audience?
Several features to add engagement: finger, things moving, etc.
The playables are highlighting the key features, the game is what creates engagement.
Correlation between users engaged with the playable and the engagement with the app afterwards.
Luna Labs is dealing with the engineers, product team and data team rather than UA. It also gives them a better view of the overall picture and what works best.
The output is at the marketing/UA level. There are insights that are leveraged by the product team.
A lot of companies have found ways to optimize IPMs through out of the box thinking and things that don’t focus on the mechanics of the game.
There needs to be a balance between attracting users and keeping them. In the end it’s about profitability so if ads just lead to churn it won’t last.
[💎@27:44] Some of the big match 3 and puzzle games have been successful at using playables as a sandbox to test new types of game mechanics, take engagement insights from these and embed the experience into the actual games (e.g. through mini-games, through Live Ops games).
You want to retain users for a long time, you have to make your game evolve.
Different uses for different creatives because people receive banners, interstitials and playable ads differently.
[💎@03:22] Static ads are still a big part of the advertising industry: almost 60% of the spend goes to static ads.
Google’s historic inventory very much fits itself to banners, social networks more to video.
Playables have been around only for 4 years. It’s still catching up.
Product Madness: focused on video, but bread and butter are still statics.
[💎@07:15] You need to have a diverse creative strategy: playables, videos and static ads. The way users relate to each of them is different, and the diversity of format can convert better (e.g. user that plays a playable and does not convert immediately, but converts through a banner later).
Some players don’t engage.
Main thing you look at: engagement with playable. You can see 70-80% engagement. Very powerful metric.
[💎@09:45] Because playables are a coded experience, you can program and see custom events (e.g. user engaged, shot a gun, defeated the boss, won or lost the level, etc.). You can leverage these events to optimize the post-install experience and increase conversions.
[💎@12:18] The behavior of users within the playable and the behavior of users after installing the game are synonymous but different: there’s much more complexity once in the game. What the playable tells you is that the game engages users.
You can but it would be very difficult to execute.
[💎@13:51] A lot of people have been discussing using playables as a sandbox: getting indications on a new character, a new level, a new mechanic, etc. ironSource actually has a system to select dynamically a character based on metrics, which can be leveraged for this.
[💎@15:15] The playable environment is different because you’re removing a lot of the complexity. It’s a hook, then once they get into the game you want to give them something more so that they stick around.
More engagement by design. Is that a reflection of the game or the audience?
Several features to add engagement: finger, things moving, etc.
The playables are highlighting the key features, the game is what creates engagement.
Correlation between users engaged with the playable and the engagement with the app afterwards.
Luna Labs is dealing with the engineers, product team and data team rather than UA. It also gives them a better view of the overall picture and what works best.
The output is at the marketing/UA level. There are insights that are leveraged by the product team.
A lot of companies have found ways to optimize IPMs through out of the box thinking and things that don’t focus on the mechanics of the game.
There needs to be a balance between attracting users and keeping them. In the end it’s about profitability so if ads just lead to churn it won’t last.
[💎@27:44] Some of the big match 3 and puzzle games have been successful at using playables as a sandbox to test new types of game mechanics, take engagement insights from these and embed the experience into the actual games (e.g. through mini-games, through Live Ops games).
You want to retain users for a long time, you have to make your game evolve.
Different uses for different creatives because people receive banners, interstitials and playable ads differently.
[💎@03:22] Static ads are still a big part of the advertising industry: almost 60% of the spend goes to static ads.
Google’s historic inventory very much fits itself to banners, social networks more to video.
Playables have been around only for 4 years. It’s still catching up.
Product Madness: focused on video, but bread and butter are still statics.
[💎@07:15] You need to have a diverse creative strategy: playables, videos and static ads. The way users relate to each of them is different, and the diversity of format can convert better (e.g. user that plays a playable and does not convert immediately, but converts through a banner later).
Some players don’t engage.
Main thing you look at: engagement with playable. You can see 70-80% engagement. Very powerful metric.
[💎@09:45] Because playables are a coded experience, you can program and see custom events (e.g. user engaged, shot a gun, defeated the boss, won or lost the level, etc.). You can leverage these events to optimize the post-install experience and increase conversions.
[💎@12:18] The behavior of users within the playable and the behavior of users after installing the game are synonymous but different: there’s much more complexity once in the game. What the playable tells you is that the game engages users.
You can but it would be very difficult to execute.
[💎@13:51] A lot of people have been discussing using playables as a sandbox: getting indications on a new character, a new level, a new mechanic, etc. ironSource actually has a system to select dynamically a character based on metrics, which can be leveraged for this.
[💎@15:15] The playable environment is different because you’re removing a lot of the complexity. It’s a hook, then once they get into the game you want to give them something more so that they stick around.
More engagement by design. Is that a reflection of the game or the audience?
Several features to add engagement: finger, things moving, etc.
The playables are highlighting the key features, the game is what creates engagement.
Correlation between users engaged with the playable and the engagement with the app afterwards.
Luna Labs is dealing with the engineers, product team and data team rather than UA. It also gives them a better view of the overall picture and what works best.
The output is at the marketing/UA level. There are insights that are leveraged by the product team.
A lot of companies have found ways to optimize IPMs through out of the box thinking and things that don’t focus on the mechanics of the game.
There needs to be a balance between attracting users and keeping them. In the end it’s about profitability so if ads just lead to churn it won’t last.
[💎@27:44] Some of the big match 3 and puzzle games have been successful at using playables as a sandbox to test new types of game mechanics, take engagement insights from these and embed the experience into the actual games (e.g. through mini-games, through Live Ops games).
You want to retain users for a long time, you have to make your game evolve.
