interaction and engagement: the evolution of advertising in social games
DESCRIPTION
Robert Schneider, TrialPay Europe, Peter Wexler, TrialPay a4uexpo Barcelona 2012TRANSCRIPT
Payment and Promotions Platform CONFIDENTIAL 1© 2012 TrialPay Europe. All rights reserved.
It’s Game Time …Interaction and Engagement: The Evolution of Advertising in Social Games
@a4uexpo#trialpay
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Why are you here?
Because after this is a cocktail reception and I want to rest my feet before!
Because my spouse is playing social games all the time online and on mobile and I want to figure out why!
Because I am interested in finding and exploiting new performance marketing channels!
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How people use the internet
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Which advertising works?
5% I am considering buying something
40% I am looking for information
25% I am interacting socially
??% I am earning my online living
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5%: “I am considering buying something”
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5%: “I am considering buying something”
Paid Search
Price Comparison
SEO
Special Interest Blogs and Communities
Vouchers
Cashback Loyalty
Purchase intent is already present High Conversion rates Significant channel overlaps („customer journey“)
Retargeting
Post-Transaction Marketing
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The 5% in Action
A customer already searching for Neckermann is less valuable than someone who isn’t. On Google, Neckermann might
pay for customers that were already going to buy from them.
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40%: “I am looking for information”
Display Advertising
Contextual Advertising
Continued importance at the expense of traditional advertising (Print and TV)
Significant purchase triggers, but not last touchpoints
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40%: “I am looking for information”
Display Advertising
Contextual Advertising
Continued importance for branding and image Growth at the expense of traditional advertising
(Print and TV) Significant purchase triggers, but not last touchpoints
Realtime Bidding
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The 40% in Action
A customer reading about Euro Cup is not looking to purchase goods or services.Lots of noise to get message across and get desired action (click to sale)
while user consumes information.
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25%: “I am interacting socially”
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25%: “I am interacting socially”
Social Media Advertising
Viral Marketing
No purchase intent Very low response rates to advertising (pub example) Interest can be raised for trending commercial topics Opinions are built and shared
Fan Page Advertising
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“I am earning my online living”
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Accessing the 25%!
A customer who is presented a deal from Neckermann before she
decided to purchase might decide to buy from Neckermann and do so
instead of at Zalando next time she shops for clothes
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“I am earning my online living”
Earn-based economies
Reward-based payments
Offer users a deal for their engagement Reach new users and create impulses for buying and interacting Advertise where users spend more and more time Combine large audiences and precise targeting
Social Game advertising
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Why should advertisers care?
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Online casual gaming is now a mainstream activity
Larger audiences than prime-time TVRepresentative mix of age and gender
Male Female
14-17 18-24 25-34 35-44 45-54 55+
Balance of male and female users
77% of users = eCommerce target group
Café World
Bejeweled Blitz
Gardens of Time
CSI
Big Bang Theory
NCIS: Los Angeles
Farmville
Two and a Half Men
Cityville
0 5 10 15 20 25 30 35US audience in million
Casual gaming has become a major leisure time activity.
TV Shows
Social Games
Data based on Facebook statistics and Nielsen TV ratings
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What about Europe and Facebook, specifically!
Approximately 25-50% user penetration and growing
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Ok but I need more stats!
References: eMarketer and Casual Gaming Association
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And what about tablet/mobile trends?
Nearly half of EU Smartphone Users are Gamers
53%/47% Female to Male split
References: comScore, MobiLens,Touchstone Research
Game ad revenue to reach $894M by 2015
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OK, tell me more about these earned/reward based economies!
Spend time
Spend money
Engage with brands
I want stuff for my game!
50,000+virtual items sold every
second using Facebook Credits
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So how does this look?
Game example: The Sims Social from Playfish, a division of Electronic Arts
Publisher implements branded icons and banners within games to ensure high level of
user interaction while promoting in a pay for performance manner
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How about a lead/registration example?
In this example: Car Town from Cie Games
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I want to go straight to sales, ok!
In this example: Restaurant City from Playfish, a division of Electronic Arts
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I need to build brand awareness!
In this example: Social Girl from Crowdstar
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Campaign Goal – Introduce a Product to a New Market
BRANDING +++ REACH +++ CONVERSION +++
Lead users to the desired conversion through interactions with your brand.
1. Reward a smaller amount of credit for a series of videos and questions2. Reward a larger amount of credits for subscription to the service
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Get Creative!
Clinique promotes new product lines by asking users to share success stories.
Unilever helps users find their “heart age”
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Brands getting feedback from the public
Companies can perform market research, accessing their target demographic and achieving a statistically significant sample.
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Brands as part of the experience
Brand Interaction becomes
part of the game
Brand Interaction provides
game play benefit
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Brands as part of the experience
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Getting attention in store!
100K in Farmcash redeemed in 6 weeks
Seen in Target stores nationwide
100K in Farmcash redeemed in 6 weeks
13MM users downloaded songs
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How does this look on Mobile?
Get Kicks for FREEGet Kicks for FREE
Entry Point OfferWall Offer Detail Completing offer
3 Kicks
160 Kicks
90 Kicks
50 Kicks
250 Kicks
Get Kicks for FREE
Variable
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Rewards are now not just about games!
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Conclusion
Don’t stop pulling, BUT evaluate pushing to gain new customers in an efficient performance manner.
Get creative with campaign types to engage audience.
Work closely with your reward economy publisher partner to measure customer quality.
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Thanks
Robert SchneiderHead of TrialPay Europe
Sophienstraße 33A10178 Berlin
Germany
office: +49 30 28879641mobile: +49 174 3338853skype: robertschneidertp
e-mail: [email protected]: www.trialpay.com
Peter WexlerSenior Director of Strategic Partnerships
303 Bryan Street – Floor 2Mountain View, CA 94041
USA
office: 1.650.318.2602mobile: 1.617.290.8668
skype: peter.wexlere-mail: [email protected]: www.trialpay.com