IndustryServices

Top 5 Insights From Vungle For Ads Success

January 12, 2017 — by Gamesauce Staff

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IndustryServices

Top 5 Insights From Vungle For Ads Success

January 12, 2017 — by Gamesauce Staff

2016 proved to be a fruitful year for Vungle, with the company reaching new milestones this last year. They are now the trusted ad platform for more than 25,000 mobile apps and serve two billion video views monthly on over 560 million devices across the globe. The company was consistently ranked No. 1 for cross-platform user retention – surpassing even Facebook and Google with gaming apps on iOS and Android in an AppsFlyer Performance Index Report.

How did these accomplishments come about? Here is a quick look at some of the key takeaways from Vungle’s successes.

1. STAYING ON THE CUTTING EDGE OF ADVERTISING

Vungle’s interactive video ads have proven to be extremely effective at achieving a rare win-win-win scenario. The ads are a win for game players because they can watch ads for free in-game rewards. They are a win for the developers because they provide value to advertisers and provide better game monetization. They are a win for advertisers because they provide a high return on investment (ROI).




To help ensure the highest possible ROI, Vungle has built a platform that optimizes advertiser creatives to ensure they are engaging and high performing. At Casual Connect Tel Aviv, Vungle announced even more customization power for advertisers with their new Dynamic Templates. Already, users of the Dynamic Templates are seeing up to 20 percent conversion uplift over existing full-screen video ad formats and an up to 200 percent conversion uplift average over regular customer creatives.




“Because the new ad experiences we’re delivering are performing so well, it’s telling us that consumers are craving these new experiences,” says Catherine Mylinh, vice president of marketing at Vungle. “Our customers see this value.”




2. INVESTING IN NEW MARKETS

Vungle has invested heavily in the APAC region over the past two years, opening offices in Beijing, Seoul, Tokyo and Singapore. In China alone, the company has seen their revenue grow over 400 percent since the beginning of 2015. In an interview with VentureBeat, Vungle Chief Executive Officer Zain Jaffer said the growth is a payoff from nearly five years of work in which the company began preparations for being a major player in China.

In the same interview, Zain even went as far as to predict that China would ultimately become Vungle’s largest market. Already, it is Vungle’s second-largest revenue source. One of the ways Vungle adapted quickly to the new market, Zain told VentureBeat, was by hiring Chinese-speaking employees and having them lay the groundwork while Vungle was getting approved to operate in China.

3. OBSESSION WITH HIGH-VALUE USERS

Reaching many mobile users is important, but volume is only one metric to measure. According to Catherine, costs to acquire new, high-value users continue to climb. As a result, mobile advertisers are demanding more return on ad spend (ROAS) than ever and many are asking if the channels they are spending to reach their audiences on are netting highly-engaged mobile consumers who will spend with the brand. “If we don’t deliver ROI, they’ll cut spend. They’re understandably ruthless – you have to be in this ever-changing, fiercely competitive mobile economy.”

But what is a high-value user? The answer is a bit different from advertiser to advertiser and Vungle works with their clients to optimize their ads to make sure they are targeting the users they want. Some general questions they generally look at though are: What are users doing with your app once they’ve installed it? Will they make any in-app purchases? Will they redeem a coupon?

Catherine says that Vungle is obsessed with delivering the highest value users through their engaging video ads. As a result of being able to work with advertisers to identify which users they value most and customize ads based on those users, Vungle is able to ensure every dollar the advertiser spends results in an ROI-positive outcome. “It makes spending on our performance marketing platform easy and defensible.”

4. LEARNING FROM DATA

Vungle has been building technology to power in-app mobile video ads since 2012. As a result, the company has become a thought leader in this space.

One of the things Vungle has learned is that there is no one-size-fits-all solution in the world of advertising. Different advertisers require different users which require different means of acquisition and retention. Catherine notes that “there are a lot of platforms that can drive installs to your app, but if those users aren’t your targeted demographic, they won’t find your app relevant. And in turn, they won’t engage with it, spend or generate organic growth by sharing it with friends and family.”

In addition to demographics, timing is also key – such as capitalizing on the consumers that the hottest apps are currently tapping into. For this reason, the company has created Vungle Audiences, which allows advertisers to tap into these trends and reach audiences when they’re biting.

5. INNOVATION AND ITERATION

Vungle was founded on the innovative idea of in-app video advertising. Catherine says that Vungle is steadfastly committed to innovating and iterating their platform so it’s consistent with the types of experiences users demand from mobile advertising.

Dynamic Templates and Vungle Audiences are only the most recent testaments to Vungle’s dedication to innovation. According to Catherine, these releases will be built upon as well. “Our first installment of Dynamic Templates is just the beginning. We have many more ad templates planned and in testing that we’ll be rolling out over the next couple of quarters.”




SHARING IS CARING

Vungle doesn’t keep everything it learns to itself. They attend numerous industry events, such as Casual Connect, to share what they’ve learned with attendees, network with prospective clients and get inspired by others who are doing amazing things in the mobile industry. Additionally, they post insights, regular updates, and the latest news on their blog.

“We always love to share our learnings with the industry,” Catherine says. “We also love learning about wider mobile advertising and marketing challenges, and working with our customers and partners to build solutions for those challenges.”

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