In a lecture entitled Mobile UA Tips from the Inside Paivi Putsepp-Seufert, Business Development Officer of Unity Ads at Unity Tehnologies, Paivi described what people consider best practices for mobile UA. If you would like to know more about how to run a successful mobile UA campaign, be sure to watch the video of Paivi’s presentation at Casual Connect Tel Aviv below and note the tips she offers there. Some tips that Paivi offered regarding best video campaign practice: use multiple videos, targeting should be done based on data and not assumptions, and use an optimal video length of 22 seconds. To learn more, tune in to the full lecture video below.
As Business Development Officer of Unity Ads at Unity Technologies, Paivi Putsepp-Seufert spends her days working with advertisers who are looking to buy users to their apps from other apps. Each week she speaks with between ten and twenty partners to discuss how she can get more users for their games. Previously, in Berlin, she was working for an agency that looked for publishers who would sell their users. Now it is the opposite; she is directing the publishers’ users to the advertisers.
A Passion Never Seen Before
The variety in her work is one of the aspects of the job Paivi finds most attractive. So is the opportunity to interact with so many fun, ambitious and motivated people “who are introducing their crazy, amazing ideas with the passion never seen before.”
Paivi considers that her entire career has been leading to the world of gaming and mobile advertising. She began working in performance marketing six years ago, beginning with offline outdoor marketing and online search engine marketing in her home country, Estonia. After moving to Berlin she began marketing an online dating company with global online user acquisition, where she gained experience working with the advertising side of marketing. Her next career move was to a gaming only agency, where she led the sales team and learned the dynamics between buyers and sellers in affiliate marketing. This knowledge is what allowed her to move to Unity, the game engine where she has spent the past two years working for advertisers.
Paivi is inspired by the technology, the innovation and the rapid pace of change in her work. She explains, “Online marketing hasn’t changed much, and the principles are the same. In mobile, new tech innovations make you be on your toes and catch up; otherwise, you are just behind. And that motivates and excites me.”
The major challenge in Paivi’s work is scaling and meeting a partner’s needs without exceeding their budget. Admittedly, mobile user acquisition is expensive and you can only do so much with a specific budget. But, unfortunately, if the game is not exposed to potential new users, it cannot generate the revenue to build the game. And advertisers who can spend more can make the game lose out in the competition for users.
On the other hand, there are additional factors that affect mobile user acquisition. These include the content of the game and the video that advertises the game. A great game will have users playing it. And putting effort into creating an innovative video engages users more than simply spending a lot per install. Paivi says, “This is where I come in with my job and advise the advertisers. That all comes from the video UA perspective, of course.”
Changing technology is a constant factor in the game industry. And being able to incorporate these changes is what Paivi believes makes Unity so strong. They hire the most talented people, those who are ambitious and driven to be tech-innovative. These people keep the entire company aware and ready for change. As well, Unity initiates what the industry is creating, rather than observing it. They continue to build and bring new technology to the market.
Catherine Quinton is a staff writer for www.gamesauce.org. Catherine loves her hobby farm, long walks in the country and reading great novels.