August 7, 2024
About Atlas Reality
Atlas Reality is a mobile games technology company that specializes in creating innovative location-based games. Its expertise lies in merging physical and digital worlds to craft immersive gaming experiences in the emerging Metaverse.
Challenge
In the competitive mobile gaming market, Atlas Reality focused on maximizing its return on ad spend (ROAS) while navigating the distinct advertising challenges within the iOS and Android ecosystems. Despite their success on established platforms like Google, Meta, and TikTok, Atlas Reality had to customize their ROAS strategies to accommodate the differing user behaviors across these platforms, particularly noting stronger performances in Android and iOS campaigns on TikTok.
A significant challenge was their reliance on Day 0 (D0) data to assess performance. This approach often needed to capture the full impact of their strategies, which were optimized for Day 7 (D7). Consequently, this reliance on early data tended to underestimate the actual effectiveness of their campaigns.
Solution
To address its challenges in the mobile gaming market, Atlas Reality collaborated with Moloco to expand its reach beyond traditional platforms, aiming to engage high-value users across the open internet. This strategic shift leveraged Moloco's advanced machine learning (ML) capabilities to enhance ROAS, allocate budgets more intelligently, and maintain robust performance across iOS and Android platforms. Atlas Reality implemented three key strategies with Moloco:
- ML-powered bidding: Atlas Reality utilized Moloco's ML-powered advertising platform to enhance ROAS by leveraging first-party data to gain insights into iOS and Android user behaviors. Moloco's algorithms fine-tuned ad targeting based on user activities such as app downloads and in-app actions, enabling real-time bid adjustments to target high-value users more effectively. This approach led to smarter bidding decisions and a noticeable increase in ROAS.
- Weekly budget optimizer: Atlas Reality adopted Moloco's weekly budget optimizer, automatically adjusting spending in response to changing user behaviors. The tool dynamically optimized spending by analyzing performance data such as user engagement, conversion rates, and cost-per-install (CPI) every week to achieve the best possible ROAS. This strategy ensured more efficient use of advertising funds and allowed for real-time adjustments to performance fluctuations.
- Dual ROAS campaign: Atlas Reality launched a dual ROAS campaign that combined In-App Advertisements (IAA) and In-App Purchases (IAP). The IAA component focused on monetizing user engagement through ads within the app, while the IAP component aimed to generate revenue from direct purchases made within the game. This dual approach diversified revenue streams and provided deeper insights into user preferences, leading to more targeted and effective ad placements. Integrating IAA and IAP in the campaign facilitated improved ad targeting and increased overall revenue.
Together, these strategies significantly boosted Atlas Reality's advertising efficiency and ROAS, enhancing its position in the competitive mobile gaming market.
Results
- Increased ROAS by 2X compared to other networks and SANs
“Moloco is one of our company's most dependable and scalable channels. The customized support we received from their team of planning to creative analysis fostered trust to the point that they felt like an extension of our team . Their advanced optimization, dual ROAS offering, and expert guidance helped us exceed our goals and other channels. I’m thankful to be scaling on Moloco, and look forward to a lasting partnership.”
— Sami Khan, CEO, Atlas Reality
Customer
Atlas Reality
Headquarters
US
Industry
Games
Product
