Once upon a time, (even as recently as yesterday, no doubt), you will have seen someone on Linkedin share their professional opinion about how it's “impossible to grow your app without spenders”. A tactic that if you follow most UA channel suggestions could cost you upwards of $20k in your first 30 days just to test it out. A test that, unless you are backed by one of the big publishers, just isn’t in our budgets - so what do we do when things get tough? We get creative.

We look for users who are likely to engage with a lot of rewarded ads within your game, users who are likely to stick around for a long time. These high-value users, known as Ad Whales, don’t just engage with rewarded video ads—they drive significant ad revenue that can far exceed the average user. Think of them as the cornerstone of your monetization strategy, the users that make up a lot of your DAU, coming in each day to play for 20-30 minutes, see a few ads, and carry on with their day. But locating these key players requires more than guesswork; it demands a data-driven, focused approach that blends analytics, marketing strategies, and platform-specific expertise.

If you're ready to refine your growth strategy and start hunting for Whales, here’s how to navigate the process effectively.

The Challenges of User Acquisition

UA has become increasingly complex. Privacy regulations like Apple’s App Tracking Transparency have limited visibility into user behavior, while rising competition has driven up costs. Traditional broad-reach acquisition models—relying on quantity over quality—are no longer sustainable. Instead, publishers must prioritize finding users who will provide long-term value while also engaging with a particular conversion VERY early within their gameplay, something that can be difficult when looking for paying users which opens the door for those who engage frequently with rewarded video ads.

These users not only engage with ads but also consistently generate revenue. The challenge lies in identifying them early and creating strategies that encourage their sustained engagement.

Growth Strategies for Targeting Ad Whales

To effectively engage Ad Whales, publishers must embrace data-driven approaches and leverage tools designed for precision targeting. Here are the core strategies:

1. Behavioral Data Analysis

Early user behavior can reveal valuable insights about future engagement potential. Metrics such as session duration, frequency of ad interactions, and in-app purchases can indicate whether a user is likely to become a high-value Ad Whale. By focusing on these patterns, publishers can refine their targeting efforts and allocate resources more effectively.

2. Lookalike Audiences

Platforms like Unity Ads and Facebook Audience Network allow publishers to create lookalike audiences based on their existing Ad Whales. By identifying users with similar behaviors and characteristics, publishers can target campaigns more precisely, improving the efficiency of their UA efforts.

3. Reward Structures

Ad Whales are typically motivated by clear and meaningful incentives. Testing different reward structures—such as tiered incentives or time-limited bonuses—can encourage sustained engagement. Experimenting with various models allows publishers to discover what resonates most with their audience.

4. AI and Predictive Tools

Machine learning and predictive analytics can provide powerful insights into user behavior. Platforms like Unity and ironSource offer AI-driven tools to help identify potential Ad Whales early in their journey. These tools analyze large datasets to highlight patterns and behaviors that correlate with long-term engagement, enabling more precise targeting.

5. Offerwalls

Adding Offerwall networks into your UA strategy can help find users who are already engaged with ads, and help to find users who will engage beyond install as you can give them a goal to achieve before gaining their reward. Say your users tend to engage with rewarded videos by level 5, set this as your first conversion level for the offer. Some offerwalls will also give you tiered rewards to encourage your new users to play even longer, so dig into that behavioural data and find the points where new users transform into whales.

Key Takeaways for Publishers

To replicate the success of industry leaders, publishers should focus on these essential steps:

• Invest in Analytics: Use platforms like Adjust or AppsFlyer to analyze user behavior and engagement metrics.
• Leverage Specialized Networks: Partner with networks that can offer you a range of channels to find these users.
• Optimize Incentives: Experiment with reward structures to determine what motivates your audience most effectively.
• Retarget High-Value Users: Use retargeting campaigns to reinforce engagement patterns among potential Ad Whales.
• Embrace Predictive Analytics: Integrate AI tools that can forecast user behavior and identify high-value prospects.
• TEST, TEST, TEST: Try new things, segment your users and test again. Find the sweet spot and monetise your users like they are all unique

Time to go Fishing

In today’s evolving mobile market, identifying and nurturing Ad Whales has become an essential component of growth strategies. By focusing on data analytics, testing reward structures, and leveraging AI-powered tools, publishers can refine their UA efforts and maximize revenue opportunities.

Ad Whales may be a small percentage of your audience, but their impact is outsized. Prioritizing these users and crafting strategies to engage them can be the key to long-term success in a competitive market.