2. About Me
Yaniv Nizan
CEO and Co-Founder
● CEO and Co-Founder of SOOMLA
● Co-founder of EyeView (Video Ads)
● Lived in Israel mostly + 4 years in Boston
● Have been in 29 countries to date
3. About SOOMLA
● #1 in Monetization Measurement
● First platform to measure Ad LTV
● Most advanced tech
MRR
Some of our Customers:
4. Agenda
1. Why Measuring Ad LTV is Critical
2. Case Study # 1 - Ad Whale Lookalikes with
3. Case Study # 2 - Price Floor Optimization with
4. Case Study # 3 - Churn and Predatory Advertisers with
5. Summary - Measuring Your Ads to Stay Ahead
5. Ad LTV is Critical
Ad-focused and IAP-focused publishers!
6. Traditional Model (IAP)
Ad LTV & User Acquisition
IAP $2.50 + IAA $0.50 = LTV $3.00
IAP $2.50 = LTV $2.50
In App Ads (IAA) Revenue Consideration
Max CPI = $2.49
Max CPI = $2.99
10. Ad Whale Trends Ad Whales are 10%
of User Base
They make 70% of
the ad revenue
Other Ad Whales
1. Ad Whales make up 70% of
revenue
2. The top user in a given app can
make over $100 in ad revenue
3. We see RTB bids of $999
10%
90%
30%
70%
11. Ad Whale Lookalikes - 69.5% ROI on D7
Installs D7 LTV D7 Revenue D7 ROI
My Story - Android 7,918 $2.53 $20,067 80.9%
My Story - iOS 998 $1.85 $1,845 50.5%
Hollywood Story -
Android
6,225 $0.77 $4,810 55.0%
Hollywood Story - iOS 767 $0.36 $276 16.7%
Total 15,908 $1.70 $26,998 69.5%
17. SOOMLA’s price floor
recommendations were
implemented on July 24th
and led to a 3.5x increase in
eCPM in one of the
ad-networks and a total
increase of 30% in revenue
22. Some
Advertisers
Churn 3x More
Word Connect
Mobile Strike
Gardenscapes
Game of War
Roll the Ball
Battle Bay
Toon Blast
Wish
Pet Rescue Saga
Leboncoin
3x Churn Compared to Gardenscapes
SOOMLA allows us to be data
driven in areas where we
previously couldn’t. I believe the
Traceback platform is highly
beneficial for app publishers who
monetize with ads.
Jans Abke
Co-Founder Lotum
Churn Rate
24. SOOMLA’s Approach to Ad LTV
Unbiased 3rd party100% focused on Ad LTV
Super granular data collection
Engage the ad-networks in the solution Ongoing truth testing
Superior modeling
26. Ad LTV Benchmarks
Industry Report - Ad LTV Benchmarks for Hypercasual and Ad-Funded Apps
1. Search Google for “Ad
LTV Benchmarks”
2. SOOMLA Blog -
Top Right Banner
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