Unity Ads: How to Work with the Ad Platform

Unity Ads is an advertising platform developed by Unity Technologies that integrates into mobile games and applications, providing developers with the opportunity to monetize their content by displaying ads.

The platform offers a range of tools that allow ads to be shown to millions of users in video, banner, and other interactive formats. Unlike most other networks, advertising on Unity Ads is focused on mobile games, making it particularly attractive for developers in the gaming industry.

Unity Ads offers several advertising formats, each aimed at maximizing user engagement and retention, especially in the context of mobile games. These include:

Rewarded Ads: Allows users to receive rewards for watching ads, which can be game bonuses or additional features. This increases engagement: more than 62% of users are willing to watch such videos to receive bonuses.

Interstitial Ads: Full-screen ads that appear between levels or during game pauses. Such ads occupy the entire screen, making them more noticeable, but they can also irritate users if shown too frequently. However, they demonstrate high visibility and CTR, especially with well-designed creatives.

Video Ads: One of the most commonly used means on Unity Ads. They can be standard or rewarded. The average video length is 15–30 seconds, and they automatically start playing once the user agrees to view them. Unity Ads actively supports the format of short videos that do not disrupt gameplay and allow users to quickly return to the game.

Playable Ads: Interactive ads that allow users to try a game or feature before installing. Playable ads ensure high engagement because users can test the application before downloading it. This format is popular in gaming applications as it allows users to familiarize themselves with the product and make an informed decision about installation.

Banner Ads: Small static or animated ads that occupy a small space on the screen, usually at the top or bottom of the game interface. Banners are less intrusive, but their revenue (eCPM) is often lower than other formats because they are less noticeable. This format is good for passive monetization without significantly impacting gameplay.

Unity Ads works as a native advertising network but also offers integrations with other major advertising networks and platforms, allowing for broader audience reach and increased revenue for developers. The main networks that can be used through Unity Ads include:

1. Google AdMob: One of the largest mobile advertising networks, providing access to a global audience and diverse ad formats. Through integration with AdMob, developers can access additional revenue sources and optimize monetization.
2. Meta Audience Network: Meta's network allows for interest and behavior targeting, increasing the likelihood of user engagement. This is a popular network for advertisers aiming for precise targeting in mobile applications and games.
3. AppLovin: An advertising network focused on gaming and entertainment applications. AppLovin offers extensive opportunities for promoting games and increasing revenue through automated ad placement algorithms.
4. ironSource: Another powerful network for monetizing mobile applications that supports rewarded and playable ads. ironSource focuses on maximizing developer revenue through optimized ad placements.
5. Liftoff (Vungle): A network popular in the gaming segment, especially in video advertising and interactive ads. Known for its high-quality audience and suitable for applications focused on engagement.

Integration with these networks and platforms allows Unity Ads to expand advertising placement opportunities using Demand-Side Platform (DSP) and Supply-Side Platform (SSP), making it a universal network for both ad placement and monetization.

Unity Ads as a DSP helps advertisers effectively purchase ad impressions in mobile applications and games through real-time bidding (RTB) and precise targeting algorithms.

The platform processes a large volume of user behavior data, allowing for the selection of relevant audiences and optimal bid settings for the best results. This is achieved through the available pool of ad placements provided by developers and flexible targeting settings. Advertisers can use targeting parameters such as interests, geography, device platform, and other data to increase conversions and improve interaction with the target audience.

On the other hand, Unity Ads acts as an SSP, helping developers monetize their games by connecting them with various advertisers and ensuring high demand for ad impressions.

Within the Unity LevelPlay platform and Unity Ads Exchange, developers can offer their placements in an open auction where advertisers bid for access to the audience. Unity Ads as an SSP ensures transparency and optimization in managing ad placements through automated mediation and inventory tools, allowing developers to leverage both internal and external advertising networks to increase revenue.

To start fully using the platform, you need to register with Unity Ads. To do this:

1. Expand the profile menu and select "Create a Unity ID" on the main page.
2. Enter your Email, Password, Username, and Full Name.

To promote a product through Unity Ads, you need to organize an advertising campaign, which includes creating a project and connecting monetization tools.

The platform's functionality offers a wide range of options: incentivized and non-incentivized traffic, payment for views and installs, integration with unpublished applications, and a self-learning system for automatic interest-based targeting. Targeting settings allow you to consider GEO, OS, and screen parameters.

To create a project, follow these steps:

1. Click on Projects in the dashboard of your personal account.
2. In the window that opens, select "Create Project". Specify the project name, audience age, and click "Create".

Now, for the created project, you need to enable monetization:

1. Scroll down the screen and find the "Unity Monetization" section, click "Launch".

2. In the window that opens, click "Get Started".
3. Select the appropriate type of monetization.
4. Configure ad parameters:

• If you need a new product, click "No, I want to start fresh".
• To copy settings from another project, click "Yes, I want to copy ad settings from an existing project". After selecting, click "Next".

5. For store modifiers settings, select:

• My app is not live in an app store yet" if the application is not yet published.
• My app is listed on the App Store or Google Play" if it is already available in the store.

Unity Ads provides a set of tools for monetizing and promoting mobile games, helping developers effectively earn while maintaining a positive user experience. Broad reach and a variety of ad formats make the platform a versatile solution for the gaming industry.

When working, it's important to consider all content and targeting requirements so that advertising on Unity Ads meets platform standards and delivers desired results. Experts at AdSkill offer comprehensive solutions, supporting clients at every stage — from account setup to campaign optimization — to ensure maximum investment efficiency and success in this dynamic segment.