SundayToz case study

Success Stories

Impression-level revenue data helps SundayToz refine their monetization strategy and shorten time to positive ROAS

Founded in 2009, SundayToz is a social and mobile gaming developer based in Korea, known for their casual puzzle games such as the Anipang series and Disney POP TOWN, totaling over 100+ million installs to date1. Originally operating on an in-app purchase (IAP) only model, SundayToz chose to add in-app advertising (IAA) investment, SundayToz made the switch to MoPub's full-platform solution in 2019 and experienced positive results. Since then, they have been experimenting with various UA and monetization optimization techniques powered by MoPub's impression-level revenue data with great success. 

 

 

 

TOP APP:
Disney POP TOWN

 



FOUNDED

2009

COMPANY SIZE

300+

FAMOUS APPS

Disney POP TOWN
Anipang 4
We Bare Bears Match 3 Repairs

WEBSITE

FOUNDED
2009

COMPANY SIZE
300+

FAMOUS APPS
Disney POP TOWN
Anipang 4
We Bare Bears Match 3 Repairs

Challenges

Having experienced an initial positive impact in enhanced user experience and ad revenue from integrating rewarded ads, the SundayToz team focused on evolving their hybrid monetization strategy to more holistically incorporate rewarded ads in order to improve user retention and achieve durable growth. While the team has the necessary data and experience in optimizing IAP, they felt ill-equipped to tackle IAA optimization given the limited understanding of user interaction with ads and user’s ad LTV due to the lack of granular ad revenue data.

Solutions

SundayToz built a real-time data pipeline to serve impression-level revenue data to their internal BI interface, in which the necessary parameters and dimensions for cohorting different user segments exist. This pipeline allowed them to discover that factors such as user purchasing power, placement of the ad, and the number of ads a user has watched can heavily influence the value of each ad impression.

Armed with that understanding, the SundayToz team was able to optimize the value of rewards, live-ops events with ads placements, ad frequency and cycle for each user based on A/B testing. By analyzing the impact of each optimization, they were able to make informed updates in order to continuously improve the overall user experience and monetization strategy. 
 

Results

According to SundayToz, since incorporating impression-level revenue data into their various monetization and UA optimization efforts in the second quarter of 2020, the company has seen the following benefits: 

Earn more

Anipang 4 achieved 3x higher ad ARPDAU than the genre’s average,2 which SundayToz believes is due to optimized ad placements (shifted more traffic to rewarded ad format) and ad frequency for each user group. 

2MoPub’s internal data for match-3 type gaming apps in Korea - July 2020

Earn more

Anipang 4 achieved 3x higher ad ARPDAU than the genre’s average,2 which SundayToz believes is due to optimized ad placements (shifted more traffic to rewarded ad format) and ad frequency for each user group. 

2MoPub’s internal data for match-3 type gaming apps in Korea - July 2020

Boost in early-funnel ROAS

Increased Day 7 ROAS by 86%, which the company was able to accomplish by strategically incorporating IAA with IAP as ad engagements typically happen sooner than IAP conversions in a typical user lifecycle. According to SundayToz, incorporating IAA with IAP has also had a positive downstream impact on the early stages of their UA strategy, such as scaling campaigns and increasing bids.

Boost in early-funnel ROAS

Increased Day 7 ROAS by 86%, which the company was able to accomplish by strategically incorporating IAA with IAP as ad engagements typically happen sooner than IAP conversions in a typical user lifecycle. According to SundayToz, incorporating IAA with IAP has also had a positive downstream impact on the early stages of their UA strategy, such as scaling campaigns and increasing bids.

Scale with confidence

A more comprehensive understanding of each campaign’s ROAS has allowed SundayToz to double down on campaigns with the highest return. According to SundayToz, their use of a hybrid monetization model in a campaign enabled the team to reach their internal ROAS goal within 14 days of campaign launch, which they calculated would have otherwise taken 29 days with an IAP-only monetization model.3

3SundayToz’s internal data - July 2020

Scale with confidence

A more comprehensive understanding of each campaign’s ROAS has allowed SundayToz to double down on campaigns with the highest return. According to SundayToz, their use of a hybrid monetization model in a campaign enabled the team to reach their internal ROAS goal within 14 days of campaign launch, which they calculated would have otherwise taken 29 days with an IAP-only monetization model.3

3SundayToz’s internal data - July 2020

“Thanks to MoPub’s impression-level revenue data, we now have more accurate predictions on long-term LTV, allowing us to scale with confidence. When our UA team saw an increase in D14 LTV due to the newly implemented monetization strategies as informed by ILRD, we felt confident to triple the UA budget at launch for our next hit, Disney POP TOWN, in Japan. This led to a huge success acquiring more users while surpassing the ROAS goals in less time.”

Seohee Kwon, Product Manager, SundayToz

 

 

Ready to maximize your mobile revenue?