This week we ran our very first webinar at SOOMLA, in an effort to give a bit more visibility and break down to our recent data report on Lotum. The report’s main focus was on the effects of advertising direct competitors on churn and eCPM. Thanks to our very own Yaniv Nizan who took some time to break down the report.
Here is the recording of the webinar! You can find the data report here as well as the full transcript of the webinar below the video.
Start Webinar Transcript
Ben – Hey everyone and welcome to SOOMLA first Webinar, I am Ben Lerner the Director of Marketing and I am joined by our very own CEO, Yaniv Nizan.
Yaniv – Hey, happy to be here, super excited and welcome everyone.
Ben – I’m going to give everyone a very quick intro, these webinars are something we plant o do a monthly basis. There is a lot of great content on our blog including previous reports, but we’re hoping this will help make things a bit more accessible. Today we’re going to be discussing our case study on LOTUM. LOTUM is one of our customers who used Traceback to help gain some really interesting insights. One of which was that specific advertisers resulted in a 3x churn rate, but I think more importantly in all that, it wasn’t quite who they expected.
Before we get into that, Yaniv why don’t explain a bit about SOOMLA and what the Traceback platform is.
Yaniv – Sure, so SOOMLA is an ad measurement platform, and more specifically, we help app publishers measure their monetization. To give you an example, today app publishers don’t know who is advertising in their app, it could a competitor, it could be another app that is taking their users.
Ben – Ahh yes, the infamous black box of advertising that everybody talks about. I’m sure we’ll get more into that, but for now let’s jump straight into the study itself. To give a quick brief on LOTUM, they have a casual word puzzle game called “4 Pics 1 Word” which is available in 8 languages and considered to be one of the top word games in the industry. Yaniv, want to take it from here?
Yaniv – Sounds good, so the context of this report is that we realized that many app developers who used ads, faced the same issue of whether or not to advertise direct competitors.
Ben – Oh yeah absolutely. I personally follow a lot of Indie developer forums being a big gamer myself, and I consistently see issue being raised whenever ad monetization discussion begins.
Yaniv – Yea so the problem is that most app publishers follow their gut feelings when it comes to this. They don’t have any real data to back it up.
Ben – Yea I have seen time and time again – the big warning sign the the skull and crossbones saying – “Don’t allow direct competitors to advertise, they will steal all your users and disappear.”
Yaniv – This sow here Traceback comes in to help Lotus break things down. We can jump into page 3 of the report, and what you can see here is the top 8 advertisers that LOTUM had in the US in the period we measured this. For the purpose of this report we defined Churn as users who clicked on an ad inside the game, but didn’t come back to the game within a 7 day window after clicking on the ad. So if the user did not come back, they are considered to be a churned users. So what you can see here, some of the games like Game of War for example, has 3x more churn. So when Game of War is being advertised in LOTUM app, users that clicked on that are 3x more likely to not come back.
Ben – Really? Okay so seems kind of crazy the nobody has analyzed this until today. Just a question though, what are the actual numbers we are talking about here? Are we talking about churning in the thousands of users, hundreds of users? All I am seeing here are graphical displays.
Yaniv – Yea so this report doesn’t show the exact numbers. Obviously this is confidential information that LOTUM preferred to keep to themselves and we totally respect that for our customers. To give you a range where this could be, typically if we look across all of our customers the churn rate caused by advertisers comes between 3% up to 25% caused by specific advertisers.
Ben – So to fully grasp what you’re talking about, your saying that the potential range is not 3x but closer to 8x. Whats the biggest range you’ve ever seen in a single game?
Yaniv – Yea so 8x is across all the games that we are seeing and I’m saying games, but its also broader than that, as we also have non gaming apps as well. But in a single app or game, we’ve seen a difference of up to 4.5x churn rate between the lowest and highest churning advertiser.
Ben – Wow, but correct me if I’m wrong, isn’t Game of War not a direct competitor to 4 Pics 1 Word?
Yaniv – Yea and this is the part that also surprised us a bit and also Lotum. So Game of War isn’t even a word game and Lotum’s app is. These games are very difference in nature and still this is the advertiser that was taking away the most churn. So when we say this, we wanted to look specifically about whats happening with direct competitors vs non and take the opportunity to dig a little deeper.
Ben – So its literally going completely opposite to whats the industry standard right now.
Yaniv – So as I mentioned before we had a drill down about this specifically. If you look at pages 6 and 7, this is the area where we focused on that. So we looked at all the advertisers and classified them into groups. We didn’t just look at the top eight, but many more. The groups were: Non Games, Other Games and Direct Competitors. For each one of these advertisers we measured two parameters: The churn rate of advertisers in this group and eCPM.
Ben – So thats very interesting and I imagine this means that there is no negative implications for advertising direct competitors. Is it safe to assume that competitors will be paying more to advertise in the app?
Yaniv – Yea so great question, so if you look at page 7, this is what I was saying before. We also measured the eCPM of each one of these groups and what we have seen quite consistently is that direct competitors do pay more to be placed in the app. But as you mentioned before a lot of time there is no negative impact.
Ben – Great so I think these case studies are great but I think a lot of our users would love to see how this has all been possible. Do you think we can spare a few minutes and jump into the Traceback platform itself?
Yaniv – Absolutely, so let’s jump into Traceback. For the sake of this section, we’ll use our demo app called Muffin Rush, which contains a bunch of sample data. So the data is based on one of our live apps, but we masked everything to protect the confidential data of course.
Ben – Yea of course, makes sense. Sow act does it look like once I login, what am I going to start seeing, what data am I going to start seeing? Go for it.
Yaniv – Cool so now that I clicked on the app, I’m int he overview screen once I logged in. This shows you aggregated data and allows you to follow the trends for the app.
Ben – Okay but I see there are some deeper drill down screens. Which one should we be focusing on? I’m thinking the section most most relevant is one that we are looking at advertisers themselves. Can you breakdown what we are looking at?
Yaniv – Yea so on the top menu you can see all the different breakdown screens. One for segmenting and AB testing, another to analyze how ads impact your marketing activity, another how to optimize your waterfall. But as you me toned, the most interesting one for this discussion is the advertiser screen.
Ben – I see you already have the US country filter selected and the interstitial ad types.
Yaniv – Yea so obviously it makes sense to compare advertisers using the same ad format and country, otherwise you’ll be comparing apples to oranges and you don’t want to do that. I can also select different date ranges and change the filters as well.
Ben – Great os it looks pretty intuitive. Each row represents a specific advertiser. Under each one you’re seeing whats the eCPM, whats the total revenue, how many ads were shown etc.
Yaniv – Yea so you can slo control the columns via the three dots on the right to control which columns are being displayed.
Ben – Are there any further drill downs we can go from here?
Yaniv – Yea so if I click on word crossy for example, I get a more specific drill down to them. So this advertiser is coming to my app both through Facebook Ad Network as well as AdMob and actually I can see here that both are paying different eCPMs for this advertiser.
Ben – Well this looks great and I’m sure it has some incredible applications for anybody that knows how to break through all of this data. Tying back to the report itself, LOTUM had asked you guys to produce this report for them, but is this something you do for all of your customers.
Yaniv – Right so we obviously understand that the amount of data can be overwhelming and not everyone has the time to really analyze everything and this is why we assign a dedicated customer success manager who’s job it is to help the customer identify areas where they can improve. This was the case with LOTUM. We gave them this report and allowed them identify different areas to improve.
Ben – Great Yaniv, I wanted to thank you for taking the time to break down the report and more importantly, showing us the the results of Lotus are indeed possible for others given the insights.
Yaniv – Yea was my pleasure and hopefully we’ll run more of these soon with other key features,
Ben – Absolutely. Shout out to everyone for attending. We’ll be posting the recording of the webinar and some of the questions we’ve received throughout. See you all next time for another SOOMLA session. Thanks guys!