Overall Satisfaction
OpenX was used to serve banner ads within free-to-play Facebook and Mobile games that had millions of daily users. This was a bit of a custom implementation, and a bit of ahead of the times for the industry in 2010. Where we acted differently was to use OpenX to serve our own internal 'house ads' in addition to external paid advertisements. We used these banner spaces, set up as separate OpenX zones, to do everything from cross-promoting our own internal games to providing information and instructions to players. Many times, players had no idea they were looking at information served up by an ad platform, but OpenX and the flexibility of modules available to us let us select and target our players with a CRM approach that was later admired by the much larger company that bought us.
- It's inexpensive to license, or at least it was. We basically paid nothing to use OpenX up-front, so it was easy to convince the powers that be to let us invest some time into the software.
- It's flexible, allowing creative teams to do more than simply sell ad impressions or clicks. We used it to pop-up informational and fun content to specific subsets of players.
- OpenX was sometimes tricky to use and didn't feel like a well-polished product. That is exacerbated when you're using custom modules to make the software do things it wasn't intended to.
- Gaining access to OpenX data and instrumentation was a chore, making reporting a manual process that was time consuming.
- We were able to deliver much more efficient ad impressions by targeting sub-sets of our playerbase with specific messages, often as much as 3x clickthrough rate
- We were able to use OpenX to precisely target messages that we specifically didn't want other players to see, allowing us to publish content we could not otherwise
- We could plan a specific amount of traffic in advance from one game to another in a given day, then have OpenX deliver +- 5% of that traffic automatically. This enabled strategic planning of traffic.
- Digital Chocolate,Ad Expert
I was not responsible for the selection decision, that was done before I joined the company. However, it was the low cost and adaptability that custom integration allowed that made it really the only solution that we knew of.
Product Usage
5 - Online Marketing, User Acquisition, Analytics, Product Management
3 - Programming Manager, Engineers
- Sophisticated Cross-Promotions
- Providing information to players at key moments
- Enabling strategic planning of traffic.
- We used OpenX to serve ads into videogames
- We used OpenX to plan inter-departmental cross-promotions at a metered rate
- We used OpenX to offer giveaways and digital goods to specific players
- Expanded use in mobile games