While developers at London-based Tonee Ltd were thrilled by the adoption rate of their parenting simulation game My Baby, their feelings about the revenue stream were less enthusiastic. In-app ad revenue was simply not in line with what they had anticipated, given the game’s 6MM players. Vungle’s optimization experts reviewed the initial ad placement and suggested a single optimization that could be made from the Vungle developer dashboard. eCPM for My Baby immediately went through a serious growth spurt, shooting up revenue threefold in a matter of days.
When it comes to in-app videos, it’s not as simple as when and how to present an ad. Whether users watch the entire ad makes a difference in revenue. Developers at Tonee Ltd had integrated Vungle video ads into their parenting simulation game, My Baby, and incentivized players to watch ads by rewarding them with bottles of virtual milk for hungry babies. Players enthusiastically clicked to view a video ad in order to collect milk bottles and keep babies satisfied. But something was amiss: With all those downloads and all those players tapping the button to see the ads, why wasn’t Tonee seeing more revenue?
Tonee director Anton Tonev was mulling over this very question when the optimization experts at Vungle came to the rescue. Together, they reviewed the My Baby ad placement and quickly identified both the problem and the solution: the ads in My Baby were set to “skippable.” As players were given the option of closing the ad after four seconds of play, they were less engaged and unable to absorb the full message of the content. To rectify this, Vungle recommended that Tonev flip the switch and make ads “non-skippable.” With one small change, revenue for My Baby tripled overnight.
By changing just a single element, Tonee saw eCPM soar. Like tired parents everywhere, players were eager to find easy ways to stock up on milk and keep their babies fed. Watching a 15 second HD video was an easy way to accomplish this. “I didn’t want to push ads onto players,” says Tonev, “so I used Vungle ads as an incentive to encourage players and grant them a reward. It’s a bargain: they devote 15-seconds to watching a really nice ad — maybe even clicking through to a discover a new app — and in turn they get the milk they need to keep the baby happy and fed.”