tv advertising in the competitive user acquisition landscape - tomer shabtay, plarium

TV advertising -In the competitive user

acquisition landscapeTomer Shabtay

Head of Web Unit

Who we are

Plarium Global is one of the world’s fastest growing developers of mobile, social and web-based games with over 250 million users worldwide

Founded in

2009

HQ in

Israel

8Offices & Development StudiosAcross Europe and the US

The benefits of TV Advertising- Drivers & Incentives

2015 - Q1 2015-Q2 2015- Q3 2015- Q4 2016-Q1 2016-Q2 2016- Q3$0

$2

$4

$6

$8

FB- CPM

Challenge – CPI/ CPM have been going upCPM has doubled within less than 2 years

Info: Plarium’s Adv.

Challenge – Limited Advertising sources65% of the expenses on both Video & social

35%

30%

23%

5%2%

Video Social Display Search Native Info: Plarium’s Adv.

Challenge – User Attention73% of US Smartphone users download less than 2 apps per month

0

1

2

3

4

5--7

8+

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

49%

13%

11%

8%

6%

7%

6%

Info: ComScore

Challenge – Mobile Ad blocking+16% of the world’s 1.9 billion smartphones use an Ad blocking browser feature

2015-Q1 2015-Q2 2015- Q3 2015- Q4 2016-Q1 2016-Q2 -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

145,000,000 175,000,000

198,000,000

244,000,000 275,000,000

298,000,000 Mobile Ad-blocking Devices

Mobile Adblocking Devices Linear (Mobile Adblocking Devices)Info: Starcounter

TV – Misconceptions

Can’t Optimiz

e

ROI

can’t be

measure

d

Misconceptions

Expensive Video production

People don’t watch TV

Multi Millions Big companies

12

34

SelectiveChannel, Show,

Time Direct ResponseRemnants:

Channel, Time Programmatic

Real Time bidding

CPIRemaining

undesirable time slots

TV AdvertisingBuying Options

Plarium – Case Study

TV Campaign INFO

• Game: Vikings war of Clans

• Dates: Sep 23rd – Oct 16th

• Geo – US market

• Method – Direct response & High amounts of spots

• Video length: 30 sec & 15 sec.

ADULT SWIMAHC

Comedy CentralDIRECT TV

ESPNESPN News

ESPN2ESPNU

FOX SPORTS 1FOX SPORTS 2

FXxIFC

MHCMSNBCNBA-TV

NBC SPORTSNFL Network

SEC COLLEGE CONFSMTHSpike

SUNDANCETurner Network

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%4 %

3.5%2.5%

7%9%

6.5%4%

1.5%8.5%

2.5%1%

3%0.5%

2%2.5%

9%8%

2%3%

16 %1%

3%

Channels:22 Spots: 1700

TV AdvertisingMedia Plan- Spots Share

Results

Results - Registrations Added Registrations: ↑ 87%

10/09/2016 20/09/2016 30/09/2016 10/10/2016 20/10/2016 30/10/20160

2000

4000

6000

8000

0

25,000

50,000

75,000

Added Regs Registrations

Results - Reactivation Added Reactivation: ↑ 30%

10.9.16 20.9.16 30.9.16 10.10.16 20.10.16 30.10.160

200

400

600

800

0

1000

2000

3000

4000

Added Reactivations Reactivations

10.9.16 20.9.16 30.9.16 10.10.16 20.10.16 30.10.160

100

200

300

400

0

500

1,000

1,500

2,000

2,500

Added New Depositors

Results - New Depositors Added Depositors: ↑ 36%

10.9.16 20.9.16 30.9.16 10.10.16 20.10.16 30.10.160

1,500

3,000

4,500

6,000

7,500

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

regs D7

RESULTS- RetentionD7R: No change, despite the huge increase of registrations

Results – TV Spots & Registrations

10.9.16 20.9.16 30.9.16 10.10.160

20

40

60

80

100

120

140

160

180

0

500

1000

1500

2000

2500

3000

3500

TV Spots Regs

High Correlation between Spots Count & Registrations

TV AdvertisingOptimization

LearningTV Channels

Weekdays & Dayparts

Spots count &Seasonality

Creative & TV Ad length

Difficult to quantify

Takes time to Optimize High costs

Not a stand-alone measureCons

TV Advertising

New Audience

Awareness

Enhance the Adv. Strategy

High prices on Digital

Pros

THANK YOU!

tomer.shabtay@plarium.com