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Join Liftoff, a leading mobile advertising company, as they bring together inspiring women from the top mobile gaming industry to share their success stories, challenges, and future goals. This time, the spotlight is on Ravid Sela, the Ad Monetisation Manager at PLAYSTUDIOS.
For Ravid Sela, breaking into the video game industry wasn’t just luck—it was a combination of passion and experience. With a deep love for games and years of expertise in ad tech monetisation, Sela landed her dream role as an Ad Monetisation Manager at PLAYSTUDIOS in 2022.
At PLAYSTUDIOS, Sela oversees ad monetisation operations for the studio’s entire game portfolio, including the iconic mobile version of Tetris. Her role involves collaborating with development teams, strategizing with senior leadership, and nurturing relationships with ad networks to optimize in-game advertising.
“My approach focuses on balancing user experience and revenue generation within the unique context of each game,” Sela explains. “Understanding player behavior, leveraging available tools, and making informed decisions are key to success in ad monetisation.”
Delving into Ad Context
Sela emphasizes the importance of timing and context in ad placement. She highlights that successful ads are not solely based on content but also on when they are displayed to players.
“The effectiveness of an ad often hinges on the right moment it appears. Each ad type has its ideal timing, relevant to the game and user experience. Context and timing play a significant role in ad performance,” Sela notes.
“Finding a balance between user experience and ad revenue in each game’s unique context is crucial.”
Ravid Sela
Sela advocates for advertisers to prioritize user engagement by utilizing contextually relevant ad formats like rewarded videos. These ads offer players rewards within the game, ensuring a positive interaction and enhancing engagement.
By aligning ads with user preferences and behavior, advertisers can enhance user experience and drive higher engagement rates. Additionally, statistics show that consumers are increasingly open to watching ads for valuable content, indicating a shift towards user-centric ad strategies.
Adapting to Privacy Changes
Sela acknowledges the challenges posed by evolving privacy regulations, such as Apple’s App Tracking Transparency (ATT) framework. With limited user data available, advertisers must adopt a more holistic approach to campaign optimization.
“Value encompasses more than just financial metrics—it extends to the overall user experience and engagement.”
Ravid Sela
Despite the data constraints, Sela advises advertisers to leverage broader data analysis and trends to refine their targeting strategies. By focusing on overall user experience and identifying broader audience segments, advertisers can still drive value and engagement without extensive user profiling.
“In the evolving landscape of ad monetisation, it’s crucial to look beyond immediate KPIs and consider the holistic user experience. By utilizing data-driven insights and adapting to privacy changes, advertisers can navigate the shifting market dynamics effectively,” Sela concludes.
