PikPok is a game publisher and developer based in Wellington, New Zealand. They’ve been working with ironSource for about 5 years now, including their hit game Rival Stars® Horse Racing. The PikPok team wanted to enhance the game’s user experience, so they decided to try out LevelPlay’s Ad Quality tool.
Silver Wilford, Advertising Monetization Manager, explains how utilizing the Ad Quality tool helped them manage ad content shown in Rival Stars® Horse Racing and reduce negative feedback about ads by 75% - all without impacting revenue.
Trying out Ad Quality
"Rival Stars Horse Racing has a dedicated fanbase, so creating a positive user experience is critical. When the ironSource team pitched using Ad Quality on LevelPlay, we were very open to integrating the SDK. We often receive feedback from our players and are always looking for ways to improve the user experience. The tool seemed like an ideal solution as it would let us review the ads running on our supply.
The ironSource team trained us on how to use Ad Quality’s features - how we could track our creatives, set up alerts for inappropriate ads, and export front-end data. They also showed us how to calculate front-end metrics related to bad UX patterns so we could identify the most problematic ads and take action. We reviewed metrics like QCTR (quality click-through rate) and bounce rate, as well as accidental clicks, auto-clicks, and auto-redirects.
"Ad Quality’s impact has been invaluable in our game, and has allowed us to create a more pleasant experience for our most important investment: our players"
- Silver Wilford, Advertising Monetization Manager at PikPok
Once we identified the most problematic creatives and advertisers through Ad Quality, we were able to improve the users’ ad experience - we strategically blocked many advertisers across our ad networks without sacrificing revenue.
Enjoying a new status quo
The insights we got from Ad Quality allowed us to monitor ad behavior much more closely than before. We also utilized the Ad Quality custom alerts feature, where we could set up ‘triggers’ and track the volume of inappropriate creatives.
"The combination of Ad Quality’s metrics and custom alerts made a major impact"
- Silver Wilford, Advertising Monetization Manager at PikPok
The combination of Ad Quality’s metrics and custom alerts made a major impact - in fact, since we could catch inappropriate content before the ads reached our players, ad content reports to our customer support team dropped by 75%. We were initially concerned that our adjustments would impact engagement or revenue, so we were pleasantly surprised to see that revenue was not impacted at all.
Collaborating with the ironSource team has been great for business - we can now manage our ads in a more transparent way. With LevelPlay’s Ad Quality, we were able to successfully locate inappropriate creatives with an easy way to take action without sacrificing revenue. Ad Quality’s impact has been invaluable in our game, and has allowed us to create a more pleasant experience for our most important investment: our players.
