Yandex Ads / Success cases / Melondong Case

Yandex x Melodong: Jumped Apps Ad Revenue from Russia by 26%

Our recent partnership with Fashion Battle – Catwalk Queen enhanced the app’s revenue by 26% through effective waterfall optimization.

Challenges

Improving eCPM in Russia

Fashion Battle – Catwalk Queen, an online fashion show game, partnered with the Yandex Advertising Network to make the most of our strong monetization capabilities and consistent results. The game developer’s objective was to maintain a strong, stable eCPM by using continuous waterfall optimization.

Fashion Battle - Catwalk Queen

Fashion walk casual game

70K

users play Fashion Battle daily

40M

users downloaded the game

Solution

Optimizing the developer’s strategy in three steps

Our Mobile Application Monetization team conducted a detailed analysis of the waterfall’s full composition and provided recommendations on the Yandex Advertising Network thresholds. This spurred a significant increase in overall revenue from the advertising waterfall.

Emphasis was placed on careful monitoring of threshold indicators like eCPM, impressions, fill rate, and revenue, along with the general configuration of the advertising waterfall.

Banner ads

Rewarded ads

Native ads

Results

How eCPM impressions improved

The impact was remarkable! A comparative analysis of data before and after the partnership showed that, post-collaboration with Yandex, the eCPM for the Russian region increased notably. Revenue for Fashion Battle – Catwalk Queen jumped by 26%, and within thirty days, it rose beyond 30%. This surge in fill rates led our partner to integrate with Yandex.

Increase in revenue for a single app

26%

Growth within just thirty days

30%

Feedback

Melodong Games

Collaborating with the Yandex Advertising Network will no doubt lead to continued positive outcomes for our product in Russia. The Yandex team promptly addressed our needs, and their proactive problem-solving skills are truly commendable.

Tian Yu, Vice President of Game Publishing, and Li Xinyue, Director of Monetization

Yandex Ads

We’re very glad that our partners benefit from our expertise and that we can help them grow their metrics. Melodong is always open to testing new ideas and taking an active role in the monetization process — as are we, and we will continue to do so!

Elvina Martynova, Manager

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