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Mastering Retention Podcast

Ep.101: A Roadmap to optimal ad placement

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https://www.youtube.com/watch?v=8TY3M9W2JAk⁠

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🎙️ Mastering Retention Podcast: Ad Monetization Strategies and Player Engagement with Yael

Host: Tom Hammond, Co-founder of UserWise

Guest: Yael, Ad Monetization Expert at Meta

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Introduction

👋 About Yael:

Passionate about gaming since childhood, influenced by games like The Sims and Crash Bandicoot.

Began her career in industrial engineering and strategic business roles.

Worked at Playtika, focusing on monetization and ad strategies.

Currently at Meta, specializing in ad monetization for games.

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Yael's Journey into Gaming

🎮 Early Influences:

Fell in love with games that offer addictive and engaging experiences.

The Sims fascinated her with its focus on improving virtual lives, reflecting real-life desires for well-being.

🏢 Transition to Gaming Industry:

Moved from industrial engineering to ad monetization at Playtika.

Discovered a passion for combining marketing, monetization, and product development to enhance games.

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Converting Players into Users

👥 Understanding Player Motivation:

Emphasizes the importance of storytelling in games to create emotional connections.

Players are more engaged when they feel part of a story or community within the game.

📝 Crafting a Compelling Narrative:

Use characters and worlds to draw players in, similar to how Candy Crush builds its universe.

Ensure that marketing accurately reflects the game's story to meet player expectations.

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Integrating Marketing, Monetization, and Product

🔄 Holistic Approach:

Align marketing efforts with monetization strategies and product features.

Understand who the target audience is and what motivates them to play.

💡 Honest Communication:

Be transparent in advertising to avoid misleading players.

Build trust by delivering on the promises made in marketing materials.

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Ad Monetization Strategies

📺 The Power of Rewarded Videos:

Rewarded ads offer players value in exchange for their time, enhancing the gaming experience.

Should be strategically placed where they provide the most benefit without disrupting gameplay.

🛠️ Implementing Effective Ad Placements:

Identify in-game features where ads can enhance player progression or enjoyment.

Examples include offering extra lives, bonus items, or accelerated progress after watching an ad.

🔍 Testing and Optimization:

Use data and analytics to test different ad placements and frequencies.

Monitor key metrics like engagement rates, impressions, and retention to refine strategies.

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Examples and Insights

✅ Successful Ad Placements:

Introducing a spin-the-wheel feature where watching an ad gives players a chance at valuable rewards.

Players are excited by the potential gains, leading to high engagement with the ad placement.

❌ Less Effective Strategies:

Implementing ads in a way that confuses players or doesn't align with their motivations can lead to poor performance.

Highlighted the importance of clear messaging and understanding player behavior.

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Balancing Ad Monetization with Player Experience

🎯 Segmenting Players:

Recognize different player types (e.g., non-payers, occasional spenders, VIPs) and tailor ad experiences accordingly.

For high-paying users, carefully consider whether ad placements enhance or detract from their experience.

⏰ Session-Based Ad Strategies:

Understand the goals of different player sessions (e.g., quick check-ins vs. long play sessions).

Offer ad incentives that align with the player's current objectives to increase engagement.

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Data-Driven Decision Making

📊 Analyzing Metrics:

Engagement rate: Measures how often players interact with ad placements.

Impression rate: The number of times an ad is viewed.

Use these metrics to assess the effectiveness of each ad placement.

🧪 Iterative Testing:

Start with small tests and gradually expand as you gather data.

Be willing to adjust or remove placements that aren't performing well.

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Tips for Improving Retention

💡 Yael's Advice:

Innovate but keep the player experience at the forefront.

Don't overcomplicate features; simplicity can enhance enjoyment and understanding.

Focus on making the game fun and engaging to naturally boost retention.

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Conclusion

📞 Connecting with Yael:

While Meta has formal channels, Yael is open to sharing her expertise individually.

🔑 Final Thoughts:

Ad monetization, when thoughtfully integrated, can benefit both players and developers.

A player-centric approach ensures that monetization strategies enhance rather than hinder the gaming experience.

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