AdColony-游戏应用内奖励性视频广告报告（英文）-15页-3mb

In-Game Rewarded Video Summary

Core Content

This document explores the impact of integrating in-game rewarded video ads on user retention, session time, ad views, and revenue in two successful free-to-play (F2P) mobile games. It challenges the common misconception that video ads negatively affect monetization, highlighting that they can actually enhance user engagement and overall revenue.

Main Points

Introduction

• Rewarded video ads are increasingly preferred by users and publishers for monetization.
• Despite this, some developers and publishers are hesitant to implement video ads due to concerns about their impact on user experience and revenue.
• A publisher with a long history of creating mobile games (since 2006) partnered with AdColony to study the effects of rewarded video ads on their titles.

Goals & Methodology

• The study aimed to evaluate how rewarded video ads affect key performance indicators (KPIs) such as retention, in-app purchases (IAP), engagement, and monetization.
• It analyzed user behavior and monetization data from two F2P mobile games with an average Daily Active User (DAU) count of 91,000.
• The experimental period ran from Q1 to early Q3, during which rewarded video ads were introduced as a non-interruptive option for users.

Key Results

Retention

• D30 (Day 30) retention rates showed that players who started playing after the introduction of rewarded video ads were more likely to return to the game.
• This suggests that rewarded video ads can foster user loyalty rather than hinder retention.

Session Time

• The inclusion of rewarded video ads increased average session times by 28% across both titles.
• Players who engaged with ads had 12% more sessions per day and 28% longer session durations than those who did not.

Ad Views

• A common concern among publishers is that video ads will replace IAP revenue.
• However, the data shows that IAP purchasers are more likely to watch ads than non-spenders.
• 13.1% of IAP users viewed rewarded video ads, compared to 4.5% of non-spenders.
• This indicates that rewarded video ads are perceived as a value-add by paying users.

Revenue

• Overall gross revenue increased by 28% during the study period.
• Average Revenue Per User (ARPU) rose from $3.65 to $4.48, showing a 22.74% increase.
• The ARPU per user was $83 higher after the introduction of rewarded video ads.
• These results suggest that rewarded video ads can enhance monetization without negatively affecting user experience.

Conclusion

• The study concludes that rewarded video ads positively impact user engagement, retention, and monetization.
• Publishers and developers can maximize revenue by incorporating rewarded video ads, provided they are implemented in a way that enhances the user experience.
• Partnering with high-quality ad and data analysis platforms like AdColony can help achieve this balance.

Appendix

About the Data

• Retention and revenue per install data includes 90 days before and 90 days after the implementation of rewarded video ads.
• The data is verified by AdColony.

Glossary

• ARPU (Average Revenue Per User): The average amount of revenue generated per user, calculated across the entire user base.
• DAU (Daily Active User): A measure of how many users engage with an app on a daily basis.
• D30 Retention: The percentage of users who continue to use an app 30 days after installation.
• IAP (In-app Purchase): A purchase made within an app for items, content, or features.
• Rewarded Video: A video ad that rewards users with in-game items, currency, or content for watching it. Also known as V4VC (Video for Virtual Currency).