driving growth and engagement of your game with facebook - tarquin henderson, facebook
DESCRIPTION
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.TRANSCRIPT
Tarquin Henderson
Facebook Global Gaming Team
Challenges for Games Marketers1
2
3
Identify & Reach the Right Audience
Launching your next Console game on Facebook
Challenges for Games Marketers1
2
3
Identify & Reach the Right Audience
Launching your next Console game on Facebook
Mobile consumers are changing game marketing
Console game buyers
Viewers of a programme
TV no longer reaches the gamers you care about
For gaming marketers this is the new normal
Tablet Smartphone
Work computer Home computer
Reaching gamers online is also difficult
• Inaccurate targeting
• broad and contextual
• Inconsistency across devices and browsers• cookie based
Challenge for Games Marketers1
2
3
Identify & Reach the Right Audience
Launching your next Console game on Facebook
Our marketing objectives for launching console games are still the same….
AwarenessEngageExcite
Pre-ordersSales
Re-EngageDLC Sales
With Facebook, you can reach your audience that matters most, every day and everywhere
Prominent placement
Proven results
Precision targeting
Massive, relevant reach
With Facebook, you can reach your audience that matters most, every day and everywhere
Massive, relevant reach
Wimbledon Final 2013 viewers 17M
34M+18+ users access Facebook
Every day in the UK…
21M+Via a mobile
device
Source: ComScore, PlanMetrix, March 2013
73% of console game owners are on Facebook
42% return daily
Massive reach on Facebook in key markets
Source: Facebook Internal, March 2013
34MUK
26.8MFrance
26.2MGermany
175MUS
24.3MItaly18.6M
Spain
Monthly active users on Facebook
They spend more time on Facebook than any other online properties
Source: Calculated based on April 2013 comScore data
Hours per month per user on desktop
YahooT
M
GoogleTM
TwitterTM
5:434:39
3:20
0:15
18%of all time spent
on desktop Internet every day is spent on Facebook
More time is spent on Facebook than anywhere else on mobile
Source: comScore Mobile Metrix, US March 2013
Mobile apps by percentage of time spent
More time is spent on Facebook than anywhere else on mobile
Source: comScore Mobile Metrix, US March 2013
27%of all mobile time
spent daily
Facebook & Instagram are
Mobile apps by percentage of time spent
With Facebook, you can reach your audience that matters most, every day and everywhere
Precision targeting
Phase 1: Standard Demographics
•Age•Gender•Geo•Device•OS
Phase 2: Interest Based TargetingOnly
available on Facebook
•Precise Interests•Broad Categories•Partner Categories•Similar Apps
Phase 3: Custom Audiences and Lookalikes
Custom audiences
Reach the people you already know
Lookalike audiences
Find more people like your best customers
Segment your audience and tailor your message
Existing Gamers
Interest Groups
“Pre-orderSpace Fighters 2
now!”
Content strategy for Existing
Gamers
Content strategy for specific interest
groups
Other sites
ProspectiveGamers
Content strategy for Prospective Gamers
With Facebook, you can reach your audience that matters most, every day and everywhere
Prominent placement
News feed is the best real estate on Facebook
With Facebook, you can reach your audience that matters most, every day and everywhere
Proven results
Activision: Call of Duty: Ghosts launch
Goal SolutionIncrease awareness and achieve massive, on-target reach to males, ages 18-44 in the U.S.
Use Page post video ads and high-volume blast products to achieve reach and engagement.
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
Facebook drives gaming business metrics
Source: comScore Action Lift study, March 2013; 10 game campaigns across multiple genres
71%Retailer site
lift driving visits to retailer title pages
128%Branded search
lift driving branded title
search term usage
2xdrove 2x increase
in game trailer views
Trailer views
Measuring console gaming success on Facebook
Reach1
Brand resonance & salience
2
Action3
Measuring console gaming success on Facebook
Reach1
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
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
Measuring console gaming success on Facebook
Brand resonance & salience
2
Nielsen Brand Effect measures ad effectiveness and brand resonancePoll control and holdout groups to measure:
Aided awareness
Ad recall
Message association
Brand favorability
14%15%
20%
13%
20%
28%
25%
16%
Control Exposed
+3 pts+5 pts+13 pts+6 pts
Measuring console gaming success on Facebook
Action3
Potential reach measurement solutions
TD4M14N312
Offers Conversion Pixel Custom Audience A/B
Paired Market Test Custom Measurement
Time Series Test
Challenges for Games Marketers1
2
3
Identify & Reach the Right Audience
Launching your next Console game on Facebook
Launching your next console game on Facebook
Establish your game’s presence
Connect to and engage with your core gamers
Launch trailers and key assets for broad awareness
Drive pre-orders
1
2
3
4
1 Create a page for your franchise
Broad targetingLook-alikes
Vertical Audiences
Custom Audiences
Reach
Build buzz with prospective gamers
Gain mass awareness with target demo
Activate your loyal gamers
Connect to and engage with your core gamers
2
Activate your loyal gamers with Custom Audiences
Your gaming database Facebook
98% accuracy in audience composition
active video game console players on Facebook in the US
Build buzz with the Console Gamer Audience
have pre-ordered a game in the past75%
4M
Expand your audience with Facebook native targeting for mass awareness
Gender: Male
Age: 13-34 years oldCountry: UK
Likes/Interests: • Call of Duty• Xbox• Video games
Launch trailers and key assets in Facebook’s news feed with Page Post Ads
3
Trailers
Storyline reveals
Pre-order campaigns
Teaser videos
3rd party reviews
Available for desktop and mobile
Drive pre-orders with Facebook offers on mobile and desktop
4
Offer exclusive promotions for pre-orders and purchase
Available for desktop and mobile
Tarquin Henderson
Facebook Global Gaming Team