ZiMAD case study
Challenges
ZiMAD is a developer and publisher of popular games and apps for mobile platforms, PC, and social media. They have been on the market since 2009.
ZiMAD has created the games Magic Jigsaw Puzzles (the most popular digital puzzle collection in the world with 50 million installations), Dig Out!, My Museum Story, and Bubble Birds, which has been around for many years.
When they started their partnership with myTarget on their top app Magic Jigsaw Puzzles, ZiMAD's goals were:
— Increasing their fill rate in Russia.
— Generating competition for processing their Russian traffic. Prior to myTarget, they had only worked with one partner to handle their traffic in Russia.
Solution
Working closely with a myTarget PM, ZiMAD initially only used 320x50 banners. New formats were added gradually, including interstitial carousels and videos. Placements and waterfalling were optimized and integration bugs were fixed. Over time, advertising was added to other apps: CPM increased by 15-30% (varying by app).
Examples:
1. In one of the Magic Jigsaw Puzzles apps, 320x50 banners had low CTR metrics. Integration testing by the myTarget tech team uncovered the problem: the elements in the app were not clickable. The developers fixed this issue by updating the app version in the store.
2. 728x90 banner impressions were not working. Integration testing revealed that the problem involved the display of ads on the developer's side, since server responses to myTarget's ad requests were positive. The developer fixed the problem in a new version of the app.
Results
Overall results for all apps:
— myTarget is first in the waterfall prioritization and monetizes a large portion of the traffic. Total revenue in Russia: myTarget generates 75% of revenue.
— Fill rate and revenue in Russia had a significant overall increase
Results for Magic Jigsaw Puzzles, ZiMAD's top app:
— In Q2 2018, revenue from Russia increased by +29% compared to Q1. In Q3, revenue increased by another 20% compared to Q2.
— The total eCPM in Q2 increased by +10% compared to Q1.
— ARPU increased by +3.5% in Q2 compared to Q1, and by +50% in Q3 compared to Q2.
ZiMAD is a developer and publisher of popular games and apps for mobile platforms, PC, and social media. They have been on the market since 2009.
ZiMAD has created the games Magic Jigsaw Puzzles (the most popular digital puzzle collection in the world with 50 million installations), Dig Out!, My Museum Story, and Bubble Birds, which has been around for many years.
When they started their partnership with myTarget on their top app Magic Jigsaw Puzzles, ZiMAD's goals were:
— Increasing their fill rate in Russia.
— Generating competition for processing their Russian traffic. Prior to myTarget, they had only worked with one partner to handle their traffic in Russia.
Solution
Working closely with a myTarget PM, ZiMAD initially only used 320x50 banners. New formats were added gradually, including interstitial carousels and videos. Placements and waterfalling were optimized and integration bugs were fixed. Over time, advertising was added to other apps: CPM increased by 15-30% (varying by app).
Examples:
1. In one of the Magic Jigsaw Puzzles apps, 320x50 banners had low CTR metrics. Integration testing by the myTarget tech team uncovered the problem: the elements in the app were not clickable. The developers fixed this issue by updating the app version in the store.
2. 728x90 banner impressions were not working. Integration testing revealed that the problem involved the display of ads on the developer's side, since server responses to myTarget's ad requests were positive. The developer fixed the problem in a new version of the app.
Results
Overall results for all apps:
— myTarget is first in the waterfall prioritization and monetizes a large portion of the traffic. Total revenue in Russia: myTarget generates 75% of revenue.
— Fill rate and revenue in Russia had a significant overall increase
Results for Magic Jigsaw Puzzles, ZiMAD's top app:
— In Q2 2018, revenue from Russia increased by +29% compared to Q1. In Q3, revenue increased by another 20% compared to Q2.
— The total eCPM in Q2 increased by +10% compared to Q1.
— ARPU increased by +3.5% in Q2 compared to Q1, and by +50% in Q3 compared to Q2.
Ready to Start?
