Sweatcoin is a fitness & lifestyle app that rewards it’s users based on their activity. Sweatcoin converts steps into currency units called Sweatcoins which can be spent on goods, services and experiences. The app has over 40 million users globally and 11 trillion steps converted into currency.
Sweatcoin’s community is diverse and unique and has proven to be very valuable for advertisers, and the ad strategy has always been based around preventing any disruption within the user experience
There is currently just a single ad placement in the app, where users are able to unlock a daily currency reward in exchange for watching a rewarded video. That makes full optimisation of their only ad placement critical to revenue success.
Jared Harding, Head of Product at Sweatcoin, has previously managed ad operations as a time consuming addition to his main role as product lead.
The vast amount of time investment needed to truly maximise yield from their current ad placement meant that they still had some great opportunities to optimise.
In the first 60 days of the partnership, Sweatcoin were able to increase their Ad ARPDAU by 37.6% on iOS, and 35.3% on Android.
Given the importance of user experience, no additional ad placements were added and this increase was almost solely driven by a rise in eCPM, rather than any increase in the frequency that a user was presented with an ad.
eCPM was up 38% on iOS, and 36% on Android.
In the first 60 days in our partnership, Rise Mobile not only managed to significantly improve our ARPDAU and overall revenue, but also allowed us to reallocate time to benefit other areas at Sweatcoin. Jared Harding, Sweatcoin
Sweatcoin had previously been using 4 networks through bidding, and an additional 3 through the waterfall. Our first step was to ensure that each network was competing in the environment that it is strongest in.
A quick A/B test revealed that one network previously running through bidding would become a much more effective contributor (at least in the short term) if switched to the waterfall. This was successful and the network went on to produce 50% more revenue compared to it’s previous performance.
The biggest impact made in optimisation was through careful optimisation of the waterfall on a country level.
The US waterfall had received lots of attention previously, and the opportunities to optimise were different. We decided that the most impact could be made in the lower section of the waterfall by improving the number, and arrangement of calls. This was successful and average eCPM increased by 37% compared to the previous period.
Outside the US, waterfalls were relatively unoptimised and a lot of time was spent creating a structure. eCPM in these countries was increased by 31.6%.
In addition to producing much more revenue from the same size of inventory, Jared also saved a great deal of time that he was able to redirect into other elements of his role.
Time was also spent implementing a plan to handle the forthcoming changes to the IDFA & SK ensuring that Sweatcoin is in the best possible position moving towards the deprecation of the IDFA, and introduction of SKAdNetwork.
In the first 60 days in our partnership, Rise Mobile not only managed to significantly improve our ARPDAU and overall revenue, but also allowed us to reallocate time to benefit other areas at Sweatcoin. Jared Harding, Sweatcoin
