Going Social: Why Mobile Games and Social Ads Are a Match Made in Heaven
1
Social media has never had as great a reach as it does today, fuelled largely by skyrocketing mobile usage. But why is social advertising on mobile so useful? And why should you use it to promote your game? SOCIAL ADVERTISING FORMATS BLEND INTO THE EXPERIENCE Businesses and game developers are dropping serious dollars on mobile social advertising to tap into this massive reach. 1.39bn Facebook 288m Twitter 200m* Snapchat % of MAUs on mobile % of revenue from mobile ads Facebook 86% Twitter 80% Snapchat 100% $3.59bn $2.50bn $2.91bn $3.2bn Q1 2014 Q2 2014 Q3 2014 Q4 2014 Mobile social ads often come in attractive native formats that capture user interest and blend directly into news feeds. Facebook ads in the News Feed achieve higher click through rates vs. traditional placements in the right sidebar CTR by ad format 0.23% 1.37% 2.3% Banner Ad Native Ad Facebook Mobile Ad Each social platform also offers many different mobile formats to pick from, including: Engaging FB and Instagram autoplay video ads Soon-to-be launched “App Pins” on Pinterest Unofficial promotions e.g. paid Vines 1 UNRIVALLED TARGETING OPTIONS AND ACCURACY Social platforms offer dozens of options to help you reach the right people at the right time. 2 DON’T FORGET THE VALUE OF SOCIAL INTEGRATION! Integration of services like Facebook Connect into mobile games has helped developers to acquire, engage and monetize players. 4 IT DELIVERS RESULTS FOR A WIDE RANGE OF CAMPAIGNS Launch Campaign Volume campaign Targeted campaign Re-engagement campaign 3 Revenue 49 times *Estimated 59% 62% 66% 69% EXAMPLE A I want to find young adult men to play my cross platform mid-core strategy game in the major European capitals. EXAMPLE B I’m looking to get my iOS celebrity dating sim in front of teenage girls on the US West Coast. 21-30 years old Lives in Paris, London or Berlin Interested in Strategy Gaming Are Tablet Owners 13-18 years old Lives in San Francisco or LA Interested in Shopping and Dating Own an iOS device Expected Reach 22,000 people Expected Reach 44,000 people Numbers from Advertise on Facebook, correct as of 23/02/2015 This helps mobile marketers using social to hit the target more accurately than on other channels: Facebook advertising campaign accuracy Online advertising campaign accuracy Vs. 38% Gumi Inc’s “Brave Frontier” used Twitter to achieve: Cie Games achieved the following for their titles: Wartune used social advertising to target specific users and were rewarded with: A 4 month re-engagement campaign by GameInsight saw the following results: 120% increase in installs Greater brand awareness 40% lower CPI price 2x 25% higher return per dollar ad spend return on ad spend 3x higher payer conversion 9x 60,000 return on investment customers re-engaged 3% ad click through rate 82% 75% of top 100 grossing iOS games in 2013 featured Facebook integration of top 100 grossing Android in 2013 games featured Facebook integration Acquisition By adding Facebook login to their game Diamond Dash, Wooga saw installs: Engagement Monetization Casino game Slots Journey saw that players who connected via Facebook: A variety of developers saw Facebook integration improve monetization, including: Increase 26% on iOS in the US I ncrease 29% on iOS in Germany Increase 37% on iOS in France Increased seven day retention rates by 322% Songpop Slots Journey Dragon Play Games 35% more likely to spend 214% more likely to spend 274% more likely to spend Social advertising is here to stay. The massive reach, excellent targeting and demonstrable ROI suggests that this is a source that mobile game marketers should “like” when promoting their game. http://uk.businessinsider.com/snapchats-monthly-active-users-may-be-nearing-200-million-2014-12 http://www.businessinsider.com/the-rise-of-social-native-advertising-2013-10?IR=T http://appflood.com/blog/average-ctr-by-ad-formats http://trends.e-strategyblog.com/2013/09/05/native-mobile-ad-performance/13936 http://www.socialbakers.com/blog/2366-what-to-look-for-from-facebook-ads-in-2015 https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-xap1/t39.2365-6/851563_1410257345903142_525966137_n.pdf https://en-gb.facebook.com/business https://www.facebook.com/business/success/cie-games https://www.facebook.com/business/success/proficient-city https://www.facebook.com/business/success/game-insight https://www.facebook.com/business/success/wooga http://www.adweek.com/socialtimes/facebook-login-monetization/412495 Sources: GOING SOCIAL WHY MOBILE GAMES ARE USING SOCIAL ADS TO REACH FOR THE STARS position in 17 countries Top 10 89% MAUs Read more on the GrowMobile Blog www.growmobile.com/blog
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Transcript of Going Social: Why Mobile Games and Social Ads Are a Match Made in Heaven
Social media has never had as great a reach as it does today, fuelled largely by skyrocketing mobile usage.
But why is social advertising on
mobile so useful? And why should you
use it to promote your game?
SOCIAL ADVERTISING FORMATS BLEND INTO THE EXPERIENCE
Businesses and game developers are dropping serious dollars on mobile
social advertising to tap into this massive reach.
1.39bnFacebook
288mTwitter200m*
Snapchat
% of MAUs on mobile
% of revenue from mobile ads
86%
80%
Snapchat
100%
$3.59bn
$2.50bn
$2.91bn
$3.2bn
Q1 2014
Q2 2014
Q3 2014
Q4 2014
Mobile social ads often come in attractive native formats that capture user interest and blend directly into news feeds.
Facebook ads in the News Feed achieve
higher click through rates
vs. traditional placements
in the right sidebar
CTR by ad format
0.23%
1.37%
2.3%
Banner Ad
Native Ad
Facebook Mobile Ad
Each social platform also offers many different mobile formats to pick from, including:
Engaging FB
and Instagram
autoplay
video ads
Soon-to-be
launched
“App Pins” on
Unofficial
promotions
e.g. paid
Vines
1
UNRIVALLED TARGETING OPTIONS AND ACCURACY
Social platforms offer dozens of options to help you reach the right people at the right time.
2
DON’T FORGET THE VALUE OF SOCIAL INTEGRATION!
Integration of services like Facebook Connect into mobile games has helped developers to acquire, engage and monetize players.
4
IT DELIVERS RESULTS FOR A WIDE RANGE OF CAMPAIGNS
Launch Campaign Volume campaign
Targeted campaign Re-engagement campaign
3
Revenue
49 times
*Estimated
59% 62% 66% 69%
EXAMPLE A
I want to find young adult men to play my cross platform mid-core
strategy game in the major European capitals.
EXAMPLE B
I’m looking to get my iOS celebrity dating sim in front of teenage girls on the US
West Coast.
21-30 years old
Lives in Paris, London or Berlin
Interested inStrategy Gaming
Are Tablet Owners
13-18 years old
Lives in San Francisco or LA
Interested in Shopping and Dating
Own an iOS device
Expected Reach
22,000 peopleExpected Reach
44,000 peopleNumbers from Advertise on Facebook, correct as of 23/02/2015
This helps mobile marketers using social to hit the target more accurately than on other channels:
Facebook advertising campaign accuracy
Online advertising campaign accuracy
Vs.38%
Gumi Inc’s “Brave Frontier” used
Twitter to achieve:
Cie Games achieved the following for their titles:
Wartune used social advertising to target specific
users and were rewarded with:
A 4 month re-engagement campaign by GameInsight saw the following results:
120%increase in
installs
Greater brand
awareness
40% lower CPI price
2x
25% higher
return per dollar ad spend
return on ad spend
3x higher payerconversion
9x
60,000
return on investment
customers re-engaged
3% ad click
through rate
82% 75%of top 100 grossing iOS games in 2013 featured Facebook integration
of top 100 grossing Android in 2013 games featured Facebook integration
Acquisition
By adding Facebook login to their game Diamond Dash, Wooga saw installs:
Engagement
Monetization
Casino game Slots Journey saw that players who connected via Facebook:
A variety of developers saw Facebook integration improve monetization, including:
Increase 26% on iOS in the US
Increase 29% on iOS in Germany
Increase 37% on iOS in France
Increased seven day retention rates by
322%
Songpop
Slots Journey
Dragon Play Games
35% more likely to spend
214% more likely to spend
274% more likely to spend
Social advertising is here to stay. The
massive reach, excellent targeting and
demonstrable ROI suggests that this is a
source that mobile game marketers should
“like” when promoting their game.
http://uk.businessinsider.com/snapchats-monthly-active-users-may-be-nearing-200-million-2014-12http://www.businessinsider.com/the-rise-of-social-native-advertising-2013-10?IR=Thttp://appflood.com/blog/average-ctr-by-ad-formatshttp://trends.e-strategyblog.com/2013/09/05/native-mobile-ad-performance/13936http://www.socialbakers.com/blog/2366-what-to-look-for-from-facebook-ads-in-2015https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-xap1/t39.2365-6/851563_1410257345903142_525966137_n.pdfhttps://en-gb.facebook.com/businesshttps://www.facebook.com/business/success/cie-gameshttps://www.facebook.com/business/success/proficient-cityhttps://www.facebook.com/business/success/game-insighthttps://www.facebook.com/business/success/woogahttp://www.adweek.com/socialtimes/facebook-login-monetization/412495
Sources:
GOING SOCIALWHY MOBILE GAMES ARE USING
SOCIAL ADS TO REACH FOR THE STARS
position in 17 countries
Top 10
89%
MA
Us
Read more on the GrowMobile Blogwww.growmobile.com/blog
