two & a half gamers
00:17:51 路 Felix Braberg, Una, Jakub Remiar, Denise Farley
[00:17:51] S2: Before moving on to UA, I just wanted to say the best ad placement I think I saw in Hillclimb Racing two is the meta rewarded ads placement. So for you basically get rewarded for the more ads you watch in total gets cumulative, like cumulated and added up together. And then essentially, if you watch 15 ads that has an impact on your gameplay. If you watch 50 ads that also does it. So you're rewarding users for all the ad watches they've done. [00:18:16] S0: It's great. Yeah, exactly. I like that one too. I think we just maybe should place it somewhere else because currently it's a little bit... You [00:18:26] S2: have it as a bar visible at all times. [00:18:28] S0: Yeah, I think there is a small icon that shows every time you watch a rewarded video. But other than that, it is a little bit hidden. I would like to place it somewhere where users can release it. Don't know if you don't go to the shop to actually look for it, if many players are missing [00:18:51] S1: main notification. [00:18:54] S0: You know better than I do. [00:18:56] S1: It is quite a robust shop, but but this has been like a mainstay with, like, idle games where you would have these app app hubs, Legend of Slime, Legend of Mushrooms, and all these other games where the more ads you watch, ads even, like, leveled up your ads hub, meaning that it gives you more rewards per ad, like, if you hit these milestones, and then you can even buy them. [00:19:15] S2: You can even watch an ad to increase your rewards in Yes. Meta ad placement. Exactly. [00:19:19] S4: So Nice.
00:19:19 路 Denise Farley, Jakub Remiar, Una, Felix Braberg
[00:19:19] S4: So Nice. [00:19:20] S1: They they put it into this kind of little game. So, again, you can you can go even that way if you want. Yeah. Because if you're that ad heavy, again, it's just a matter of, like, how do you measure the progression of it and show it to the user. [00:19:32] S0: Yeah. Yeah. But, again, it [00:19:34] S1: is quite nice already. It's just... Again, it's great that the game is so robust because there's lots of stuff to sink in the currency. [00:19:41] S0: Yeah. That's true. [00:19:43] S2: So you've been studying Hillclimb Racers two's UA as well. Do you wanna summarize basically? [00:19:48] S4: The game, but I wasn't very good. It was the suspension. [00:19:52] S1: Yeah.
00:19:52 路 Jakub Remiar, Denise Farley, Felix Braberg
[00:19:52] S1: Yeah. [00:19:52] S4: And... Yeah. No. Like, our team, so the Google AdMob team have been working very closely with the Fingersoft team, so Una and her wider team. And so... Actually Una's team have gone very deep from a sophistication perspective in terms of monetization. So using user segmentation, which is across all publishers, you were able to understand the high quality users and casual ones. And by looking at behaviors or the physics or the game or how they interact with the coins or the chest, we were able to get more sophisticated data on those users. So rather than just considering geos or passports, you're looking at individuals, which I think was really, really important. And we were able to create custom segmentations. So custom CPA targeting and then feed those custom sort of audiences back to UA channels. Which has been really successful, I would say. Like we're still early testing and working through that, really good results. [00:21:05] S2: Is this a new add on for the ad ROAS campaigns you can run with Google or is it something different? [00:21:09] S4: So actually it's something that Una's team developed internally in terms of segmentation. Yeah. And so we create these custom CPAs, so cost for action events. So you can use it with any of the networks, not just Google Ads. [00:21:25] S2: Oh, okay. Interesting. Yeah. Do you set up separate ad unit waterfalls for the different type of segments then or how does that work in AdMob?
00:21:25 路 Felix Braberg, Una, Denise Farley
[00:21:25] S2: Oh, okay. Interesting. Yeah. Do you set up separate ad unit waterfalls for the different type of segments then or how does that work in AdMob? [00:21:33] S0: In AdMob we have during the past few years moved completely away from the geo segmented So mediation we have a set of, I think, five tiers and we use Google's key value pair segmentation to do impression value segmentation for the users so the groups are dynamic so that the users move between those and each mediation group has its own range of eCPMs so that kind of eliminates some of the need for manual updating of the floors inside the groups and also eliminates completely the need to do any geo segmentation And in [00:22:18] S4: like on top of that, we were looking at two tier... Or tier two, should I say, tier three. [00:22:25] S2: Mhmm. [00:22:25] S4: But actually, they were bringing tier one CPMs. [00:22:29] S2: Mhmm. [00:22:29] S4: So, again, going back to individual behaviors and how they engaged with the the game itself. So you were able to look at, like, that high quality engaged users. So, like, the VIPs, let's say, versus casual gamer that wants to watch 10 rewarded ads or is happy to to guess coins or unlock a chest. So, yeah. [00:22:52] S2: ECPM is universal, right? Like you as Google, you don't mind if someone has a $100 ECPM in Saudi Arabia compared to America. They basically shown the same characteristics to be worth that ECPM, right? Yeah. [00:23:04] S0: Exactly. [00:23:04] S4: Exactly. And that's what I suppose the the Google Analytics, will link to it as well. [00:23:10] S2: Mhmm.
00:23:10 路 Felix Braberg, Denise Farley, Una
[00:23:10] S2: Mhmm. [00:23:10] S4: And that's what we found. So that was able to then feel back talking about the flywheel into the UAPs and make it more sophisticated. [00:23:19] S2: What's the best AdMob setup you can run, I don't know, in pro or not pro to basically capitalize on the fact that ECPMs are universal? [00:23:29] S4: Oh, well, the best out of, I think, is hybrid monetization. I'll always go in with that one. We've been asked why aren't we going fully auctioned. But we're working with 180 DSPs, 10 SDKs or waterfalls, we still feel well, we still see the results like up 10, 20% that you'll get higher ECVMs through the hybrid model. Can we make them universal? I think in that way we can Because you have a higher density in terms of the user base and so you have more intelligence around your audience and you can segment your audience based on that. Yeah. [00:24:12] S2: Yeah. I mean, there's gold in them hills and hillclimb racing can grab it, right? Did we want to talk a little bit about the creative strategy for hillclimb racing too before we wrap up? Because I think that was a good feature set overview of Admiral. But, yeah, do want to talk a bit about hillclimb racing creatives? Hillclimb racing is a organics machine, right? It's like hooked into the mains, like a geyser of downloads. I don't know how much of UA you actually do, but it must be a little [00:24:38] S0: bit, right?
00:24:38 路 Una, Denise Farley, Felix Braberg, Matej Lancaric
[00:24:38] S0: bit, right? [00:24:38] S4: I think something like from my perspective or what I could talk to maybe is the things that both Fingersoft and the Hillclaim Racing two team have done themselves and we've worked with them. We've we've similar features is preloading. So, like, you're in a game play. You get to the end of the race, and you have to wait, like, five seconds for the ad to load. Never good. You're gonna lose that impression. [00:25:04] S2: Seconds if you're running a hybrid setup. [00:25:05] S4: So But if we have preloading in the background, which we've used, well then that ad is already loading in the background. You finish the race, you see the ad. So no latency issues or you're doing the caching beforehand. So that's one thing I would say. [00:25:23] S2: Question on that I've actually always wanted to ask, right? If you're caching a lot of ads, does that impact you negatively for not showing them from the networks on AdMob mediation? [00:25:33] S4: No, I don't believe so because, again, back to the density of what we're pulling from, if you're looking at hybrid mediation, you're doing it in real time between the main mediation and the waterfall setup. So you're still going to get the best price for your partner and like the partner has still floors in. So... Yeah. [00:25:53] S2: Una knows what we're talking about. You have no idea. It's great. Slightly. I think we can finish there because I think we dissected [00:26:01] S3: this [00:26:02] S2: absolute admin beast quite well.