This week we will focus on a game that leverages DSPs heavily in their advertising strategy. We will see some of the unique capabilities of AdIntel with regards to tracking programmatic budgets.
Before we get started, If you don’t know what is a DSP (Demand Side Platform), you can take a look at our Mobile Advertising Glossary here.
While Fishdom is not a new app it enjoys a recent revival that we will explore further. The app is made by Playrix and features a classic match-3 gameplay with an aquarium theme.
#5 in Budget and #1 in paid installs
When looking only at the advertisers who buy media via DSPs, Fishdom stands out and ranks high in both Budget and Paid Installs. When comparing its budget across all channels the rank is #26. The budget trend chart shows an increase of 2.5x in budget from January to April 2020.
DSPs in use by Fishdom
We are using AdIntel to see what DSPs are being used by Fishdom. Furthermore, we can see what networks the DSPs are using for distribution. Surprisingly enough Unityads is a big channel for both Liftoff and Moloco. This could come as a surprise to Playrix who can probably place ads on Unityads directly.
This feature is unique to AdIntel. To see other unique features you can get a 7 day free trial with no credit card.
Creative Mix – Videos and Playables
Videos carry the budget but Playable ads command higher CTR for Fishdom. Specifically, the interstitial-Playable option seems to be generating a lot of clicks. The overall IPM for Fishdom is 5.88 as of last week. This is a pretty good number considering how long the game has been around.
Old Game + New Creatives = Revival
So as of 2019 no one gave Fishdom any thought and very few people thought it will be making a comeback. They were all wrong and the underlying magic behind it are the new creatives used by Playrix.
Here is the leading playable ad used by Fishdom –
And here is another one.
As you can probably guess, the AdIntel dashboard gives you access to hundreds of creatives used by each advertiser and millions in total. Studios are using it to double the effectiveness of their ad creative production.
Fishdom is also utilizing ad networks
We can also see what non DSP networks are used by Fishdom
Country distribution and CPI
Finally we can learn what countries are targeted by Fishdom and the CPI estimation for each one.
See it in video
See our video showcasing the analysis of Fishdom with the AdIntel platform
Boost your creative production
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