Ad Types and Integrating Ad Implementation into your Strategy


Mobile ads come in different forms, each offering their own unique ad experience. How do you know which types will be the most effective? When is the right time to introduce ads to your game’s lifecycle? The partner relations team tackles these questions and more this month. 

Q: There’s more than one kind of mobile ad out there. What are some of the advantages of using different types (video, static, rich media)?

Rhett: Video ads give players a good idea of what they can expect from the game being advertised. This increases the player’s value to the advertiser because they have already expressed an investment in the game. Rich media ads take this a step further by allowing players to get a taste of the gameplay before downloading. Players who choose to install after seeing a rich media ad are much more heavily invested.

Evan: Different types of ads can serve to monetize players at different stages of play. A static interstitial deploys quickly, and can last only a second or two. They’re ideal for level-completion or other short breaks. Video and rich media ads lend themselves better to situations where the player has more attention to devote to the ad’s content, like rewarded impressions.

Chris: As a developer, your objective when choosing to utilize ads is to earn additional revenue. Video ads and rich media ads will usually give you the higher conversion rates when compared to interstitial or banners. Some ad types may not always work in a developer’s game. In those scenarios the developer is better off using interstitials to alleviate the time it takes between each stage in the game. It is good to utilize an ad network that is flexible in its capabilities to be able to fit the needs of the developer.

Q: A lot of publishers are adding ads too late in their games’ life cycles. Why do you think there’s hesitation? What would you say to publishers who were concerned about IAPs and retention rates?

Rhett: The reality is that 50%-60% of your players will never come back after the first session. Not advertising to these players is simply leaving money on the table. In our studies, we have seen that advertising has zero influence on retention rates. I would strongly suggest showing ads in the first session.

Evan: I think publishers are rightfully wary of anything that might result in negative reviews. It’s worth noting that the pain point is not the ads themselves, but poorly placed or intrusive ads. Taking to time to find where your players want or need a break is important if you want to optimize ad placement.

Chris: Most developers are concerned about the impact ads will have on retention, especially during the first month of their title launching. It is almost always better to put the ads in right away to mold the players expectations so that they can adjust. The players that would normally churn out of your game are going to do so anyway, regardless of ads. At least this way you will have the opportunity to earn additional revenue until they do.