Industry updates and news from the ad tech world
At Fyber, we’re on a mission to build one of the largest independent mobile monetization platforms in the market — so we’re excited to announce a new hire that will help move us toward that goal: Michael Bullion, our first Chief Product Officer.
Leading product development and innovation while ensuring that our products meet the increasingly sophisticated needs of app developers and media companies will be Michael’s main priorities. And with two decades of global product, marketing and operations experience, the evolution of our tech stack is in very capable hands.
Michael joins us from London-based Glow Digital Media where he led product strategy and delivery. Before that, he held roles at various ad tech startups, as well as companies such as Microsoft, Hibu and PwC.
The road ahead
Michael joins Fyber in the midst of massive business growth — both organically and as a result of our Falk and Heyzap acquisitions — so his expertise will be crucial as we work to integrate various tools and features into a unified monetization platform.
As our founder and COO Janis Zech notes:
“It’s an extremely important time for Fyber as we continue to speed up product innovations that help cement our position as a top player in the mobile advertising ecosystem. Michael brings a wealth of technology experience that will enable us to produce best-in-class products.”
We asked Michael what made him most excited about joining the Fyber Nation at such a pivotal time. We’ll share his thoughts on the product vision and roadmap once he’s settled into the role, but here’s the short answer in the meantime:
“When I think about an exciting opportunity, I look for four key things: dynamic industry growth, rapid disruption, a big vision and great people. And very quickly after meeting the team, it was clear that Fyber is at the intersection of these elements.
As digital advertising spend explodes, app publishers and advertisers are increasingly demanding sophisticated integrated solutions from their technology providers. And this causing significant disruption in our ecosystem for point solution providers.
I believe that Fyber is perfectly positioned to capitalise on this disruption. Andreas and Janis have a big vision and are aggressively investing in the people, companies and technology required to accelerate our growth in the ad tech space. We have a lot of work ahead to execute the vision, but I’m very excited by both the opportunity and the global team we have in place to achieve it.”
You can find Michael on Twitter at @mbullion, where he shares thought-provoking stats, links and brief POVs on all things mobile, technology and business operations.
Last year was another big year for Fyber.
We’ve been extremely privileged to share a string of exciting developments, from the acquisition of Falk Realtime to strengthen our programmatic business, the expansion of our leadership team with the addition of Jim Schinella as CBO, Henrik Basten as CTO and Heiner Luntz as our new group CFO, and raising €100M in convertible bond to further fuel our ongoing growth. As a team, it’s been also rewarding to bring a record number of new product developments to the market – including the launch of our own programmatic exchange, the introduction of developer-friendly mediation bundles, and the roll-out of industry-leading pre-caching controls.
As we enter this new year, we’re thrilled to share yet another milestone: the completed acquisition of Heyzap, a high-growth app monetization company, recently named one of the fastest growing companies in San Francisco by San Francisco Business Times.
Welcoming Heyzap to the Fyber family is a very special moment for us, as it brings two companies with a similar mission together – to empower mobile app and game developers by creating the best solutions for ad monetization and user acquisition. This acquisition instantly accelerates our global mobile scale to over half a billion monthly active users, making Fyber one of the largest independent mobile monetization platforms in the market.
Heyzap was co-founded by Jude Gomila and Immad Akhund in 2009 and is based in San Francisco, CA. Its SDK for Android and iOS apps allows app and game developers to monetize their inventory, while exposing their apps to a wider audience. Heyzap currently provides a mediation layer, an ad exchange, publisher tools and cross-promotion services to mobile developers worldwide.
Over time, our technology and business teams will work closely together to optimize and evaluate how to best leverage the Heyzap platform to integrate into Fyber’s. We’ll keep pushing the envelope, and will continue to invest in our platform development in our quest to ensure that Fyber offers the most advanced, flexible, and customized suite of ad management tools in the industry.
This acquisition paves the way for Fyber’s continued growth in 2016, as we become one of the world’s leading independent full stack supply-side platforms (SSPs). Together with Heyzap, our combined technology platform now offers publishers a more robust suite of mobile app monetization tools available to the marketplace today, while giving advertisers the ability to reach a larger global audience. For more information, please check out our FAQ.
We’re excited to have the Heyzap team join the Fyber team and look forward to the company’s continued growth in the new year.
Andreas Bodczek & Janis Zech
Fyber’s COO and co-founder, Janis Zech, shares his outlook and predictions on the adtech industry for 2016.
#1: Increased spend on native formats outside of owned and operated properties
The coming year will bring an increase in spend on native formats, outside of owned and operated properties, thanks to innovations in creative and publishers innovating on the inventory discovery. The investment in these new formats will be centered on native video, allowing text-based publishers to tap into fast growing video advertising budgets.
#2: Viewability will create new pricing models for mobile video advertising
Viewability became a hot topic in 2015 for desktop video advertising. We should expect to have profound impacts on mobile video advertising, changing the way advertisers allocate spend and price the actual user engagement. Mobile video has strong potential to drive engagement beyond the actual view, like app installs, and convert users down the funnel.
#3: Data as the key currency of mobile advertising
Data will continue as the currency of mobile advertising, allowing larger brand budgets to buy mobile audience similar to desktop devices. In 2016, buyers will simply execute digital campaigns instead of separating desktop vs. mobile, and mobile will be a significant portion of these budgets.
#4: VR will create new ad formats for mobile advertising
With virtual and augmented reality becoming more popular, we’ll start to see the effects trickle into the mobile advertising industry. We’ll begin to see the core infrastructure in terms of content creation, reach and tracking, personalization and performance develop. This will be powerful given the immersive nature of both of these formats, which will have a huge impact on mobile advertising landscape.
#5: The rise of programmatic will continue
While the significant majority of display ad budgets is already traded in real time, we can expect similar trends for mobile video and native ad formats. Mobile will be the most programmatic ecosystem, with exciting potential for private marketplaces and programmatic direct campaigns.
Check out Fyber’s VP Global Developer Relations, David Diaz, share his Mobile Gaming Predictions for 2016.
Fyber’s VP Global Developer Relations, David Diaz, shares his mobile gaming predictions for 2016.
#1: Spend will increase on production
The studio concept is not new but we’ll see it continue, and the gaming industry will look more and more like the movie industry. The next big title that comes out in 2016 could likely have production costs upwards of $30MM, just like a movie would. In order to crack the top 10 grossing charts, and stay there consistently, higher levels of investment will be needed by studios.
#2: Continued Consolidation
I believe the industry will see continued consolidation. In prior years, acquisitions have usually been of smaller companies, but we’ll see more major acquisitions such as the King Digital by Activision deal given the prominence of mobile. The companies that will be attractive for acquisitions are the ones with strong content creation abilities and tools for in-app monetization.
#3: Holistic and integrated view of channels will drive better insights into app discovery
Developers will seek more granular control over app discovery, ad serving decisions, and optimization by utilizing more sophisticated performance marketing and analytics tools and by taking a more holistic view of how different channels work together across every device, including TV and outdoor advertising.
#4: VR will continue to grow and create new opportunities
There is huge potential on this front for developers, and in 2016, we’ll see more games extend into VR. Console developers will be best positioned to leverage this technology. The use of VR could also mean new monetization opportunities for developers, though I don’t expect that potential to be too high until at least 2017. Given the immersive and powerful nature of this technology, we should expect to see new ad formats available for developers across virtual and augmented reality.
Check out Fyber’s COO and co-founder, Janis Zech, share his outlook on the Adtech Industry Trends for 2016.
We are thrilled to announce the launch of our native extension for Adobe Air (ANE). The Adobe AIR native extension offers complete feature parity with other platforms supported by Fyber – such as Unity, Android, and iOS – and allows you to seamlessly integrate our ad platform into your Adobe AIR apps.
Publishers, such as THX Games, have already integrated Fyber’s Adobe AIR native extension to help bring their web games to the mobile world. THX Games spreads the joys of trivia across the globe with games that are culturally relevant to all users, on every platform. “Triviador, a Top 25 Facebook strategy & quiz game has been using Fyber for a long time on canvas. When we launched the mobile version, it was a logical decision to be one of the very first testers of Fyber Mediation Network ANE. They are the best solution for a flash game packaged with Adobe AIR,” said Attila Bihari, CEO of THX Games.
Designed with developers in mind, Fyber’s robust platform provides the features you need to easily and successfully monetize your Adobe AIR app:
- High-performing ad formats such as Rewarded Video, Interstitial, and Offer Wall
- Access to premium demand from hundreds of ad sources and leading global ad networks through the Fyber Exchange and Fyber Mediation
- Maximum eCPMs through Fyber’s yield optimization, which delivers the highest paying ad across all sources
- One platform for monetization: Use Fyber for all your apps, regardless of the framework and platform used to build it
Ready to get started?
If you have questions about getting started with Fyber, please contact [email protected] or download our Adobe AIR native extension now:
As an app developer, when it comes to managing and optimizing your demand, a completely automated approach requires less resources and is often the preferred way to go. However, there are several scenarios where you might want to enhance automation with manual rules to optimize your monetization strategy even further. For example, an ad network might give you an upfront notice that they will run a high paying campaign for a limited time. Many networks also offer eCPM or bonus deals in exchange for the valuable “first view”.
So how you can act on these opportunities using Fyber’s demand management tools? Below, are some effective use cases that include the recently released impression capping feature for demand partners, that gives you more granular control for your demand in just few clicks.
Use Case 1: Executing on a first view deal
An ad network is interested in your most valuable impressions and offers you a monthly bonus of $10,000 if you always give them the first daily impression of every user.
Action: Use the impression capping tool and cap the ad network to only 1 impression per user, per day, and give it top priority in the Demand Priority tool. Optionally, depending on your deal, you can also leave the network in the “auto-optimized” pool so it can compete against other demand sources on the following impressions.
Use case 2: Capitalizing on high-payout, time-limited campaigns
An ad network informs you that on the coming weekend, the first 3 impressions every day will be filled with high-paying, premium, or burst campaigns.
Action: Similar to the above scenario, top-rank this network for the first 3 impressions per day, and make sure to leave it in the “auto-optimized” pool to have rest of its (lower paying) inventory compete against other demand sources.
Use Case 3: Acting on an integration bonus in form of an eCPM guarantee
An ad network offers you a $15 eCPM guarantee for the first 6 months if you integrate them into your app.
Action: Keep the ad network entry in the auto-optimized pool and setup manual eCPM for it in Ad Network configuration. This will ensure that Fyber will leverage the high eCPM, but still allow other networks to bid on your impressions. If there is another ad network with an even higher eCPM, they will be prioritized.
Our focus is to provide robust and flexible tools that allow you to easily capitalize on opportunities from ad networks, and combine manual settings with overall automation to build an effective, customized monetization strategy. All of these changes can be executed directly from the Ad Monetization Dashboard with just few clicks, without having to touch a single line of code. This lets you take full control over the direct deals yourself, so your developers can focus on building great apps.
For more information talk to your Account Manager or contact us at [email protected].
Fyber’s VP of Developer Relations, David Diaz, debunks mobile advertising myths in PocketGamer.biz
Mistrust in mobile advertising stems from widespread misperceptions that many developers believe to be fact. Does advertising cause decreased engagement within your app and lead to user churn? Is there IAP cannibalization when you introduce rewarded ad formats? While many of these misconceptions may have circulated, you shouldn’t let the possibility threaten the potential lucrative upside that mobile advertising can bring.
Let’s take a look at five of the most common industry myths and see how top gaming companies have debunked them one by one.
1. Myth: Rewarded ads will hurt in-app purchases.
Fact: Rewarded ads can boost IAP spend up to 100%.
One myth that we hear all too often is that rewarded ads will cannibalize in-app purchases (IAP). When looking to insert new ads, the first question is almost always whether or not it will hurt the paying customer base.
Research has shown that in-app ads, when executed in a contextually relevant manner, are more likely to encourage than cannibalize IAP. In fact, we recently published a case study with a leading international publisher of mobile and social games, showcasing that players who engaged with ads were more than twice as likely to make an in-app purchase and stay active in the game and demonstrated up to a 100 percent boost in IAP spend. Interestingly, users with the lower spending amounts showed the biggest boost in spending after interacting with ads.
2. Myth: Rewarded ads create low-quality users.
Fact: Targeted, rewarded ads can increase time spent with your app.
Things have changed. Rewarded ads are not only used for charting like they previously were. Instead they can provide ROI-positive users. These ads are like any other type of advertising; however, they still need to be targeted. If done correctly, it could lead to increased engagement and more time spent with your app.
How can you get it right? With rewarded ads, just like with any other type, optimizing campaigns and making them contextually relevant for users is paramount. We know that being smart about finding good inventory can yield big results. For instance, in a rewarded ad campaign by Social Point, their app, Monster Legends, gained 46,000 new users in the first week, with 66% completing the game’s tutorial and saw an average of 7-10% ROI.
Social Point Monster Legends
7-10% Average ROI
66% of users completed the game’s tutorial
3. Myth: Ads reduce user engagement.
Fact: Users who engage with ads can have an increased user session time.
You’re proud of your app, and you want more engaged users spending time with it. Some worry that increasing ads will decrease app usage when, in fact, real-world practice shows the opposite. Players find rewarded video ads more engaging and interactive. A leading international publisher of mobile and social games discovered that users who watched at least one rewarded video ad were actually two and a half times more likely to stay active in the game the following month.
4. Myth: Showing more ads will make you more money.
Fact: Spamming your users will not keep them engaged.
Mobile video advertising is extremely performance driven. When determining your monetization approach, it’s critical to add elements of scarcity and rarity and show the most relevant ads to users at the right time to ensure you’re hitting higher KPIs.
For instance, Next Games was able to double their average eCPM from $10 to $20 for “Compass Point: West” by showing less ads. They also went up to 60% engagement with their ads, with average video completions rising to 4-5 per day and with about 10 percent of users leaving a positive App Store review specifically calling out video ads. Sometimes, less can be more.
Next Games “Compass Point: West”
$10 -> $20 Average eCPM
60% of DAU engage daily
4.5 per day average video completions
40% of overall revenues from ads
5. Myth: Mid-core games don’t benefit – and won’t make money – from ads.
Fact: Just using one advertising format can increase total revenue.
The truth is that you can make a significant amount of revenue through ads. After working with DeNA, Fyber found that mid-core games can make significant revenue from ads.
Clients using just one advertising format generate 10% of their total revenue. If you’re a mid-core game, you should be making at least 10 to 20 percent of your revenue from ads. If you are not generating that much, you should be rethinking your ad strategy.
DeNA’s Super Battle Tactics
ARPDAU on iOS $0.05
ARPDAU on Android $0.03
10% Ad Revenue
When it comes to understanding effective mobile advertising, it’s important to distinguish truth from fiction, to determine what works and what doesn’t.
Don’t buy into these aforementioned myths. Instead, use advertising in a smart, efficient and streamlined way to make a positive impact on your app’s bottom line.
Interested in testing the waters but don’t want to jump right in? Try just one ad format to start and see what happens, that’s all it takes. You might be pleasantly surprised.
The holidays are a special time of year when people would rather stay inside and play mobile games than brave the cold. It’s also the time of year when advertisers are happy to increase campaign budgets and get their messages to these captive audiences.
So mobile app developers should make the most of this holiday season with a virtual currency sale. Tap into large holiday budgets by giving your users bigger rewards for each advertising offer they complete. On the Fyber platform, we have seen apps receive a 50-150% lift in ad revenues on days they run virtual currency sales. Apps also see continued high ad engagement one week after a sale ends.
Your account manager can help you launch a virtual currency sale that works for your application. Our monetization experts will advise you on the amount of currency to give and the duration of the sale so you can maximize your Q4 ad revenues.
Contact your account manager or [email protected] to get started.
Next Games is a Helsinki-based games studio founded in 2013 by a team of industry veterans representing market leaders such as Rovio, Supercell, and Disney. From the outset, Next Games saw mobile ad monetization strategy as an integral part of their overall business strategy for their title, Compass Point: West™, a visually-rich 3D action strategy game set in the Wild West. As a result, they were thoughtful not only in selecting a mobile ad monetization partner, but also in deciding how to integrate ads into their overall gameplay. In our latest case study, we take an in-depth look at the deep video ad integration that Next Games developed for Compass Point: West, and how they employed card collection mechanics to increase ad engagement and deliver an experience that was both delightful and compelling for the user. We’ll explore how Next Games achieved:
- 40% of overall revenues from ads
- $0.05 ARPDAU (average revenue per daily active user)
- 60% of DAU (daily active users) engaging with at least one video ad
- 4-5 average video completions per user
- Specific mentions of video ads from approx. 10% of users that left a positive App Store review
We’ll also take a detailed look at the key takeaways from Next Game’s strategic approach to monetization and discuss how developers can:
- Create a reward mechanism that drives ad engagement, while offering value and fun to the user
- Integrate ads into the core loop of their game
- Complement, rather than deter, IAP (in-app purchases)
We’re thrilled to announce today our partnership with Chukong USA to offer the growing Cocos2d-x developer community easy access to Fyber’s leading ad monetization platform through Cocos SDKBOX. Cocos SDKBOX is an open platform that supports all major services of a mobile game’s production and operation, in the areas of analytics, user acquisition, monetization, advertising, and more. Cocos2d-x is the largest open source mobile game engine with 490,000 registered mobile game developers and over 50,000 published titles.
Kai Zhao, GM of Chukong USA, said: “Today’s SDKBOX version 1.3 update is chock-full of capabilities designed to streamline a developer’s live ops. In that vein, Fyber was a natural partner for this initiative because their platform is designed to maximize revenues and simplify ad network integration so that developers can truly make the most of their monetization strategy.”
Through SDKBOX, developers using the Cocos2d-x engine will be able to integrate Fyber’s SDK at the click of a button. This means instant access to all the benefits offered by Fyber’s ad monetization platform, including:
- High-quality demand from the world’s leading ad networks, all integrated through a unified SDK
- Simple integration and hassle-free maintenance
- Complete control over developer’s monetization strategy from an easy-to-use dashboard with actionable insights
- Various rewarded and non-rewarded ad formats that provide flexibility
- Access to additional demand at scale through the Fyber Exchange
Ted Liang, General Manager of Fyber North America, said: “We are delighted to partner with Chukong and offer the growing Cocos2d-x developer community access to Fyber’s monetization platform. We have heavily invested in our platform to bring mobile developers best-in-class technology to execute smart ad monetization, so that they can focus their energies on what they do best – creating great mobile games.”