Daniel Herman

高级产品经理

互动广告设计 & 影响力

- From Passive to Active: The

power of interactive ads

关于我们

ironSource是一家以技术为根本，数据为驱动力，面向全球应用开发者，提供分发和管理全

面解决方案的公司

SEP. 2010建立时间

7.5B+安转总量

700员工

365研发技术人员

80K+合作伙伴

800M月触及用户

4,200每分钟安装

150B每月数据获取和分析

战略投资

2014中国办公室成立

20%

收入占比

合作伙伴

BAIDU

LILITH

CHEETAH MOBILE

KING

Youzu

SUNGY

NETDRAGON

ELEX

UC WEB

BOYAA

YODO 1

CYBERLINK

TENCENT ALIBABA QIHOO

IGG

在中国

Droidhang

IdreamSky

● Intro to interactive ads 互动广告基本介绍

● Using in-ad data for optimization 使用in-ad数据进行优化

● Creative best practices 最佳案例分享

● Creative optimization & soft launch 创意优化和试发行

● Looking ahead 未来展望

Agenda 内容提要

Hello :)I am Daniel Herman

大家好☺我是Daniel Herman

How did I end up in a creative studio?

入创意工作室 ???

What are interactive ads?

什么是互动广告？

The 3 ingredients for the interactive ad 互动广告的三要素

Interactive Ads互动广告

Data 数据 Creative 创意 Technology 技术

YEST

ERD

AY

TOD

AY

Non-Interactive Ads非互动型广告

● Passive experience 被动的用户体验

● Limited variables to optimize 有限的优化模式

● Limited data available 有限的数据支持

● Banner blindness 横幅盲目性

Interactive Ads互动广告

● Active experience - literally touching the screen 积极的用户体验—— 触屏体验

● Unlimited ways to optimize 不受限制的优化方式

● In-ad user behavior data 广告内用户行为数据

● Stands out - not everyone is using this format 独特出众，与众不同

From dark to light

在黑暗中摸索，向光明进发

The Install Process - Regular UA 常规UA下载安装过程

Install下载安装

Impression展示

User Engagement用户互动

Click点击

How playable ads and innovative creatives are changing this structure可玩广告的革命性改造

Click点击

Impression展示

Install下载安装

User Engagement用户互动

Click点击

Impression展示

Install下载安装

User Engagement用户互动

+++

+++

LTV

+++

Experience

How playable ads and innovative creatives are changing this structure可玩广告的革命性改造

Regular Ads Flow 常规广告用户行为流程

Impression展示

Click to Install After Game End

游戏结束，点击下载

Playable User Behavior Flow 可试玩广告用户行为流程

Impression展示

First Engagement初次互动

Room Completed(5 items)

大功告成（5项任务）

Click to Install After Game End

游戏结束，点击下载

Midway milestone(3 items)

半程打卡（3项任务）

An illustration of a funnel of an engaged user参与用户案例

49.3%85.2%

15.1%

91.8%

Click点击

Impression展示

Experience体验

Try before you “buy”“免费试吃”

Word cookies - Playable ad 可试玩广告

Shaping the story讲述自己的故事

Coin Master - Interactive Video硬币大师——互动广告

Corn OR cup ??碗装？圆筒？

Let’s move!一起出发！

Homescapes - 360

Augmented reality

Lineage 2 Revolutions - AR

3xAvg. increase in conversions vs. the best video ad转换率平均增长率 vs. 最优视频广告

2xAvg. increase in ROAS vs. the best video adROAS 平均增长率 vs. 最优视频广告

Interactive ads vs. video ads 互动广告 vs. 视频广告

Overcoming the hurdles克服障碍

Engagement Capturing user attention

参与吸引用户

Coin Master 4D video 硬币大师4D 视频广告

1 2

V1 V2

Timer Visibale Not visible

Time to choose Short Long

Interactive elements - Highlighted

Coin Master 4D video 硬币大师4D 视频广告

1 2

+110% Conversion转化率+110%

+220% Engagement rate

Insights from A\B 对比观察

Give users time to choose给用户充分时间选择

Highlight the interactive elements 突显互动元素

User flow - It’s all about the experience用户体验

Overall 概述

1 2

+63%IPM

Complicated Version复杂版本

Simplified Version简洁版本

Insights from A\B 对比观察

Simple 简洁性

Divide the playable into levels so the user will feel a progress

划分难易程度使用户

在体验中获得进步与满足感

Overall 概述

1 2

Motivating for action激励行动

Which endframe version worked best?哪一种结束页面效果更佳？

Golf Clash Playable Golf Clash可试玩广告

1 2

Golf Clash Playable Golf Clash可试玩广告

1 2

+107%IPM

提升107%

Lessonslearned经验总结

✔ Simplification is key 简洁是关键

✔ Guide users and Be clear 用户导航, 清晰

✔ Winning works! 使用户在试玩阶段获胜

✔ Tease users 引导用户

✔ Be consistent with your app store page与您的商店页面保持一致

New testing grounds

最新尝试

Saint Petersburg圣彼得堡

ironSource Creative LaunchironSource 创意发布

Playrix new title launchPlayrix新标题发布

Game Design游戏设计

Soft launch试发行

Hard launch发行

Ongoing optimization持续优化

The Creative Soft Launch by the ironSource Playworks Studio IronSource Playworks 工作室创意发布

04 Playable Ads可试玩广告

01 Interactive Videos互动视频

03 Interactive end cards交互式 end card

Two weeks 两周时间

Pre Soft Launch

Soft Launch 试发行测试

The ironSource Playworks team produced 8 creatives overall across diverse ad formats.

ironSource Playworks制作了8款不同广告形式创意

The Creative Soft Launch by the ironSource Playworks Studio ironSource Playworks 工作室创意试发行

One week 一周时间

Soft Launch

试发行

The team spent two weeks A/B testing and iterating in order to find the best-performing creatives

团队花两周时间进行A/B 测试寻找最佳创意.

Winning creative获胜设计

Winning creative获胜设计

Winning creative获胜设计

Winning creative获胜设计

Results 成果

100%increase in IPM versus Playrix’s best-performing video ad

与Playrix 最佳视频广告相比 IPM增长率

50%decrease in eCPI

eCPI下降率

60%of ironSource First impressions

ironSource 60% 的首要展示流量

Top 3rank achieved across the App and Play store charts

应用商店排行榜

Results – Installs 成果——下载安装率

Pre Soft launch Soft launch Global launch

What does the future holds? 谁主未来？

Ai 人工智能Personalization 个性化Deep Linking 深度链接

Thank You!

（ 所有分享资料 , 将发布在公众号内 ）