What factors are causing Liftoff Mobile's rewarded video ad format to show a 20% decrease in user engagement compared to last quarter?

Introduction

Liftoff Mobile's rewarded video ad format is experiencing a significant 20% decrease in user engagement compared to last quarter. This issue requires a thorough investigation to identify the root cause and develop effective solutions. I'll approach this problem systematically, examining various factors that could contribute to the decline in engagement.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if there have been any recent changes to the rewarded video ad format. Have there been any updates to the ad content, placement, or reward structure in the last quarter?

Why it matters: Recent changes could directly impact user engagement. Expected answer: Information about recent updates or lack thereof. Impact on approach: If changes were made, we'd focus on those specific alterations.

• Looking at the user base, I'm curious about the engagement decline across different segments. Is the 20% decrease uniform across all user groups, or are certain segments more affected?

Why it matters: Identifying affected segments can help pinpoint specific issues. Expected answer: Breakdown of engagement decline across user segments. Impact on approach: We'd tailor our investigation to the most affected segments.

• Considering external factors, I'm thinking about potential seasonal effects. Does this 20% decrease account for any typical quarterly fluctuations we might expect in the rewarded video ad engagement?

Why it matters: Seasonal trends could explain some of the decrease. Expected answer: Information on historical quarterly trends. Impact on approach: We'd adjust our analysis based on typical seasonal patterns.

• Given the significance of the decrease, I'm wondering about any changes in competitor offerings. Have there been any notable updates or new features from our main competitors in the rewarded video ad space?

Why it matters: Competitive pressure could be drawing users away. Expected answer: Information on recent competitor activities. Impact on approach: We'd consider how to differentiate our offering if competition is a factor.