Slides from Tarquin Henderson's speech at November 2013's London Games Conference.
Tarquin Henderson, Facebook's Head of EMEA Gaming Sales will discuss the value of Facebook in driving dynamic user growth & engagement at launch and throughout your game's lifecycle.
7. Reaching gamers online is also difficult
Work computer
•
Inaccurate targeting
•
•
Home computer
broad and contextual
Inconsistency across
devices and browsers
•
cookie based
Tablet
Smartphone
8. 1
Challenge for Games Marketers
2
Identify & Reach the Right Audience
3
Launching your next Console game on Facebook
9. Our marketing objectives for launching console
games are still the same….
Awareness
Engage
Excite
Pre-orders
Sales
ReEngage
DLC Sales
10. With Facebook, you can reach your audience that
matters most, every day and everywhere
Massive,
relevant reach
Precision
targeting
Prominent
placement
Proven
results
11. With Facebook, you can reach your audience that
matters most, every day and everywhere
Massive,
relevant reach
12.
13. Every day in the UK…
34M+
18+ users access Facebook
21M+
Via a mobile device
14. 73% of console game owners are on Facebook
42%
return daily
Source: ComScore, PlanMetrix, March 2013
15. Massive reach on Facebook in key markets
34M
UK
175M
US
26.2M
Germany
26.8M
France
18.6M
24.3M
Italy
Spain
Source: Facebook Internal, March 2013
Monthly active users on Facebook
16. They spend more time on Facebook
than any other online properties
Hours per month per user on desktop
5:43
4:39
3:20
0:15
TwitterTM
Source: Calculated based on April 2013 comScore data
YahooT
M
GoogleT
M
Faceboo
k
18%
of all time spent
on desktop Internet every
day is spent
on Facebook
17. More time is spent on Facebook than
anywhere else on mobile
Mobile apps by percentage of time spent
Source: comScore Mobile Metrix, US March 2013
18. More time is spent on Facebook than
anywhere else on mobile
Mobile apps by percentage of time spent
Facebook &
Instagram are
27%
of all mobile time
spent daily
Source: comScore Mobile Metrix, US March 2013
19. With Facebook, you can reach your audience that
matters most, every day and everywhere
Precision
targeting
20. Phase 1: Standard DemographicsLookalikes
Phase 2: Interest Based Targeting
3: Custom Audiences and
Only
available on
Facebook
• Age
• Gender
• Geo
• Precise Interests
Custom audiences
• Device
• Broad Categories
Reach the people you
• OS Partner Categories
•
already know
• Similar Apps
Lookalike audiences
Find more people like
your best customers
21. Segment your audience
and tailor your message
Existing
Gamers
Other sites
“Pre-order
Space Fighters 2 now!”
Prospective
Gamers
Facebook
Content strategy for
Existing Gamers
Content strategy for
Prospective Gamers
Content strategy for
specific interest groups
Interest
Groups
22. With Facebook, you can reach your audience that
matters most, every day and everywhere
Prominent
placement
24. With Facebook, you can reach your audience that
matters most, every day and everywhere
Proven
results
25. Activision: Call of Duty: Ghosts launch
Goal
Increase awareness and achieve
massive, on-target reach to males,
ages 18-44 in the U.S.
Solution
Use Page post video ads and highvolume blast products to achieve reach
and engagement.
26. Campaign exposure drove significantly greater
awareness of the game
55%
14%
of U.S. males, ages 18-24
were reached over a 3-day
period.
lift in brand awareness
among the target audience
27. Facebook drives gaming business metrics
Trailer views
Branded search
Retailer site
2x
128%
71%
drove 2x increase in
game trailer views
lift driving
branded title search
term usage
lift driving visits to
retailer title pages
Source: comScore Action Lift study, March 2013; 10 game campaigns across multiple genres
30. Nielsen OCR accurately identifies and measures
audiences online
•
Measure reach and delivery
accuracy online
•
Demonstrates scale and
efficiency within target
•
Compare audiences to TV with
consistent reach and GRP
metrics
Key metrics for a sample campaign
targeting Males 18-34 years old:
Unique audience
Audience % share
Impression % share
Average frequency
GRP
31. Nielsen OCR demonstrates scale and efficiency
within target and is comparable to TV
Online Campaign Ratings (OCR)
Site
Facebook
US Pop Base
124,260,336
Unique Audience
10,000,000
Impressions
80,522,199
Audience Reach
(%)
8.0%
Avg. Frequency
8.05
GRP
64.54
% On-Target
92.75%
Compared with TV
Facebook
TV
Impressions
80,000,000
95,000,000
Frequency
6
8
Reach
against
target
12%
8%
GRP
64
72
33. Nielsen Brand Effect measures ad
effectiveness and brand resonance
Poll control and holdout
groups to measure:
28%
25%
20%
Aided awareness
Ad recall
Message association
14%
+6 pts
20%
16%
15%
13%
+13 pts
+5 pts
Brand favorability
Control
Exposed
+3 pts
35. Potential reach measurement solutions
Offers
Conversion Pixel
Custom Audience A/B
Custom Measurement
Time Series Test
TD4M14N312
Paired Market Test
36. 1
Challenges for Games Marketers
2
Identify & Reach the Right Audience
3
Launching your next Console game on Facebook
37. Launching your next console game on Facebook
1
Establish your game’s presence
2
Connect to and engage with your core gamers
3
Launch trailers and key assets for broad awareness
4
Drive pre-orders
39. 2
Connect to and engage with your core gamers
Gain mass awareness
with target demo
Reach
Build buzz with
prospective gamers
Activate your
loyal gamers
Broad targeting
Look-alikes
Vertical Audiences
Custom Audiences
40. Activate your loyal gamers with Custom Audiences
Your gaming database
Facebook
41. Build buzz with the Console Gamer Audience
4M
active video game
console players on
Facebook in the US
98%
accuracy in audience
composition
75%
have pre-ordered a
game in the past
42. Expand your audience with Facebook native
targeting for mass awareness
Likes/Interests:
• Call of Duty
• Xbox
• Video games
Gender: Male
Age: 13-34 years old
Country: UK
43. 3
Launch trailers and key assets in Facebook’s
news feed with Page Post Ads
Teaser videos
Trailers
Storyline reveals
Pre-order campaigns
3rd party reviews
Available for desktop and mobile
44. 4
Drive pre-orders with Facebook offers on
mobile and desktop
Offer exclusive
promotions for preorders and purchase
Available for desktop and mobile
If you don’t have a mobile strategy, you have a problemIf you’re strategy is not mobile, then it soon will be0-49 per cent of our business in just over a year 800Mmaus
With the introduction of the internet, it’s even harder to reach your audience on TV. TV viewing habits have changed drastically According to the the Google Generation V survey done in partnership with Nielsen (May 2012), which profiles M 18-34 are increasingly difficult to reach through broadcast TV. 2/3 of males surveyed had either no TV, no cable, or they had a DVR device. Only 1/3 of males 18-34 can be considered reachable since they had cable/satellite and no DVR.
For those we are able to reach, it doesn’t mean that they’re paying attention. According to Forrester, “about four out of five US online adults who own a laptop, smartphone, or tablet go online regularly while watching TV.” With more and more consumers moving online, it makes sense to move our content online too. But even online advertising has its challenges. http://static.googleusercontent.com/external_content/untrusted_dlcp/www.youtube.com/en/us/yt/advertise/medias/pdfs/research-gen-v-men-2.pdfhttp://blogs.forrester.com/node/8280
It’s also difficult to reach the right audience onlineTargeting options are also based on broad demographics and/or they’re contextualReaching consistently across devices is challenging since it’s mostly cookie based. And when you do reach them - <Niranjan, add more re: in-stream placement>According to Nielsen OCR benchmarks released in August, the average targeting accuracy for a campaign meant for a single gender with 15 year age span is only 41%. http://blog.exelate.com/tag/nielsen-ocr/
This new vehicle launch solution combines four of Facebook’s unique offerings to achieve a highly effective sustained launch campaign--Targeting to reach just the right people--News feed to reach them in one the most engaging places on the web--Our high impact video logout unit which can hit a massive audience at crucial points during a launch--Tools to measure results throughout the campaignSource for news feed stat:A number of experiments ran to test the effectiveness of newsfeed ads for brand impactMethodology-Ad recall is an appropriate measure here because we are holding the creative constantData shows a comparison of 1 newsfeed ad to 3.6 right hand side adsNews feed frequency is capped at 1. We use 3.5 for right hand side ads because that's the approximate average frequency an ad will have for a normal campaign with a frequency cap of 5. We therefore do a comparison of a news feed campaign (which always has frequency of 1) to a right hand side campaign (which has frequency of ~3.5)'
This new vehicle launch solution combines four of Facebook’s unique offerings to achieve a highly effective sustained launch campaign--Targeting to reach just the right people--News feed to reach them in one the most engaging places on the web--Our high impact video logout unit which can hit a massive audience at crucial points during a launch--Tools to measure results throughout the campaignSource for news feed stat:A number of experiments ran to test the effectiveness of newsfeed ads for brand impactMethodology-Ad recall is an appropriate measure here because we are holding the creative constantData shows a comparison of 1 newsfeed ad to 3.6 right hand side adsNews feed frequency is capped at 1. We use 3.5 for right hand side ads because that's the approximate average frequency an ad will have for a normal campaign with a frequency cap of 5. We therefore do a comparison of a news feed campaign (which always has frequency of 1) to a right hand side campaign (which has frequency of ~3.5)'
Active players on video game consoles on FacebookMostly male, 18-34 years oldAction and strategy game enthusiastsComscore Query, March 2013. Figures include US users who own one or more of the following:Nintendo 3DS Sony PlaystationSony Playstation 2Sony Playstation 3Sony PSPX-Box Microsoft X-Box 360Nintendo WiiNintendo DSGame CubeSega Dreamcast Other
People in the US spend more time on Facebook than any other property— especially on mobile.
Add a stat: 23% of all ecommerce purchases at done via mobile.Mobile is big business for you guys, and it’s big business for us too.
Add a stat: 23% of all ecommerce purchases at done via mobile.We’re here to help
This new vehicle launch solution combines four of Facebook’s unique offerings to achieve a highly effective sustained launch campaign--Targeting to reach just the right people--News feed to reach them in one the most engaging places on the web--Our high impact video logout unit which can hit a massive audience at crucial points during a launch--Tools to measure results throughout the campaignSource for news feed stat:A number of experiments ran to test the effectiveness of newsfeed ads for brand impactMethodology-Ad recall is an appropriate measure here because we are holding the creative constantData shows a comparison of 1 newsfeed ad to 3.6 right hand side adsNews feed frequency is capped at 1. We use 3.5 for right hand side ads because that's the approximate average frequency an ad will have for a normal campaign with a frequency cap of 5. We therefore do a comparison of a news feed campaign (which always has frequency of 1) to a right hand side campaign (which has frequency of ~3.5)'
As a brand marketer – you job is to reach the right person with the right message at the right time (which today is dictated by device) Loyal gamers = custom audiencesProspective gamers = other behavioral clusters on Facebook, including “Console Gamers”, “Genre Gamers”Interest Groups = Broad category of people who have expressed interest in video games by liking other games
This new vehicle launch solution combines four of Facebook’s unique offerings to achieve a highly effective sustained launch campaign--Targeting to reach just the right people--News feed to reach them in one the most engaging places on the web--Our high impact video logout unit which can hit a massive audience at crucial points during a launch--Tools to measure results throughout the campaignSource for news feed stat:A number of experiments ran to test the effectiveness of newsfeed ads for brand impactMethodology-Ad recall is an appropriate measure here because we are holding the creative constantData shows a comparison of 1 newsfeed ad to 3.6 right hand side adsNews feed frequency is capped at 1. We use 3.5 for right hand side ads because that's the approximate average frequency an ad will have for a normal campaign with a frequency cap of 5. We therefore do a comparison of a news feed campaign (which always has frequency of 1) to a right hand side campaign (which has frequency of ~3.5)'
This new vehicle launch solution combines four of Facebook’s unique offerings to achieve a highly effective sustained launch campaign--Targeting to reach just the right people--News feed to reach them in one the most engaging places on the web--Our high impact video logout unit which can hit a massive audience at crucial points during a launch--Tools to measure results throughout the campaignSource for news feed stat:A number of experiments ran to test the effectiveness of newsfeed ads for brand impactMethodology-Ad recall is an appropriate measure here because we are holding the creative constantData shows a comparison of 1 newsfeed ad to 3.6 right hand side adsNews feed frequency is capped at 1. We use 3.5 for right hand side ads because that's the approximate average frequency an ad will have for a normal campaign with a frequency cap of 5. We therefore do a comparison of a news feed campaign (which always has frequency of 1) to a right hand side campaign (which has frequency of ~3.5)'
Despite a high baseline awareness of Call of Duty: Ghosts,.
Reach: Did I reach the right number of people and the right type of people?Brand Resonance: Did I improve my brand’s image and change attitudes of customersReaction: Did I cause a customer to act— to buy a product, sign up for a service or make a referral
Reach: Did I reach the right number of people and the right type of people?Brand Resonance: Did I improve my brand’s image and change attitudes of customersReaction: Did I cause a customer to act— to buy a product, sign up for a service or make a referral
The reason Nielsen OCR is so powerful is because it allows marketers to hold the platforms they are advertising on accountable for reaching their intended audience. It also allows marketers to establish a consistent reach metric that allows them to do brand and sales effectiveness analysis across platforms since you can compare this data for relative reach. Finally, is allows advertisers to understand reach for any campaign.* We also support comScore CE, but we don’t pay _________To learn more: http://www.youtube.com/watch?feature=player_embedded&v=s4DBrRKZk0o(100K minimum)
Reach: Did I reach the right number of people and the right type of people?Brand Resonance: Did I improve my brand’s image and change attitudes of customersReaction: Did I cause a customer to act— to buy a product, sign up for a service or make a referral
Brand Effect studies – our co-branded product with Nielsen. This methodology allows us to tie back direct impact of ad campaigns at driving the desired advertising results such as Ad recall, message awareness, & intent/considerationWe are able to run ads with a hold out identical sample and see the difference in perceptions across those who were exposed to the ad campaign versus those who were not.
Reach: Did I reach the right number of people and the right type of people?Brand Resonance: Did I improve my brand’s image and change attitudes of customersReaction: Did I cause a customer to act— to buy a product, sign up for a service or make a referral
Offers: Facebook specific offer code to identify conversion sourceOnline Conversion Pixel Tracking: Facebook pixel on online conversion event (sale, visit) connecting exposure to conversionCustom Audiences A/B test:Withhold or differently target a group of users through Custom Audiences and compare on/offline sales using CRM databasePaired Market test:Deliver campaign message to specific test markets (DMAs) while holding out similar control markets**Time series test: Create a one-week before launch to see what the lift of facebook isCustom Measurement:Custom approach to measuring offline performance (e.g. 3rd party match etc) (Exploratory)
This new vehicle launch solution combines four of Facebook’s unique offerings to achieve a highly effective sustained launch campaign--Targeting to reach just the right people--News feed to reach them in one the most engaging places on the web--Our high impact video logout unit which can hit a massive audience at crucial points during a launch--Tools to measure results throughout the campaignSource for news feed stat:A number of experiments ran to test the effectiveness of newsfeed ads for brand impactMethodology-Ad recall is an appropriate measure here because we are holding the creative constantData shows a comparison of 1 newsfeed ad to 3.6 right hand side adsNews feed frequency is capped at 1. We use 3.5 for right hand side ads because that's the approximate average frequency an ad will have for a normal campaign with a frequency cap of 5. We therefore do a comparison of a news feed campaign (which always has frequency of 1) to a right hand side campaign (which has frequency of ~3.5)'
Note to client partner: Use a specific example to take your clients through these use casesStart small, layer criteria on top.
Reach your own customersSo far, I’ve still been talking about ‘kinds of people’. This is what we do in the world of marketing. We make assumptions about our target market, and we buy ‘people like them’… ‘Single women aged 20-29 with an interest in fashion’.But what if we could reach ACTUAL people. What if you could reach your own customers, and start to engage them in a much deeper relationship, in a scalable and efficient way?We launched this solution in September, we call it ‘Custom Audiences’, and it’s all about bringing your own data, safely, into Facebook, and using it to reach the most valuable people in the place where they are already hanging out – Newsfeed.We only launched a few weeks ago, but the first wave of results are compelling. [Option to leave out: Fab.com users retargeted through Custom Audiences were 10X more likely to make a purchase than users reached via standard targeting.]The other powerful thing about Custom Audiences is that not only do you have a new, custom audience that you'veeated from your own customer data, but you can also layer on any of the other Facebook Advertising targeting
Active players on video game consoles on FacebookMostly male, 18-34 years oldAction and strategy game enthusiasts
Visual bang.Photo doesn’t point offsite, but including shortened URL allows…Side note: Links: reviews from other publishers/Pages.