A/B Testing Your InGamePlay Placements
Testing InGamePlay ad placements to understand the full potential and optimize implementation is always recommended.
You can enable sandbox mode for device testing and set-up A/B tests to understand impact on your key metrics. Here’s a useful case study from our partners SuperScale and the classic game Tiny Tower.
Technical Implementation
InGamePlay ads were seamlessly integrated into Tiny Tower’s game world to ensure they felt natural and non-intrusive. The placements were strategically selected to enhance the game’s aesthetic rather than detract from it. SuperScale is using InGamePlay to monetize through ads and help drive IAP conversion using our IAPBoost(™) tool.
The Tests
The following KPIs were tracked to measure the effectiveness and impact of the in-game placements in managed A/B tests
- Ad engagement
- Player retention
- In-game spending
Test 1 was to validate the placement did not have a negative experience of player experience and was carried out on new players only.
A second A/B test involved all players of Tiny Towers to understand monetization and player engagement.
The Outcomes:
The A/B tests confirmed there was no negative impact on retention among either new or existing players. The tests found positive impact across all KPIs including ARPDAU, IAP conversion and retention.
More…
The Observer Effect – How Clicks Changed Advertising
In physics, the Observer Effect theory tells us that observing a phenomenon necessarily and inevitably causes that phenomenon to change. This most commonly refers to instruments of measurement interfering with the results of an experiment. In advertising, the ways...
How Dynamic In-Game Ads Change the Game
Introduction The value of native advertising lies in its adaptation of tradition. These ads bring the strengths of traditional (and more impactful) advertising formats to game worlds populated exclusively by standard digital formats. Billboards, posters and shop...
Considering Simpson’s Paradox in Mobile Advertising
Benjamin Disraeli (British Prime Minister 1874–1880) is said to have coined the phrase “There are three kinds of lies: lies, damned lies, and statistics.” Improper use and understanding of statistics can lead to poor marketing decisions. An example of this...