Tarquin Henderson
Facebook Global
Gaming Team
1

Challenges for Games Marketers

2

Identify & Reach the Right Audience

3

Launching your next Console game on Facebook
1

Challenges for Games Marketers

2

Identify & Reach the Right Audience

3

Launching your next Console game on Facebook
Mobile consumers are
changing game marketing
TV no longer reaches the gamers you care about

Console
game buyers

Viewers of
a programme
For gaming marketers
this is the new normal
Reaching gamers online is also difficult
Work computer

•

Inaccurate targeting
•

•

Home computer

broad and contextual
...
1

Challenge for Games Marketers

2

Identify & Reach the Right Audience

3

Launching your next Console game on Facebook
Our marketing objectives for launching console
games are still the same….

Awareness

Engage
Excite

Pre-orders
Sales

ReE...
With Facebook, you can reach your audience that
matters most, every day and everywhere
Massive,
relevant reach

Precision
...
With Facebook, you can reach your audience that
matters most, every day and everywhere
Massive,
relevant reach
Every day in the UK…

34M+
18+ users access Facebook

21M+
Via a mobile device
73% of console game owners are on Facebook

42%

return daily

Source: ComScore, PlanMetrix, March 2013
Massive reach on Facebook in key markets
34M
UK

175M
US

26.2M
Germany

26.8M
France

18.6M

24.3M
Italy

Spain

Source: ...
They spend more time on Facebook
than any other online properties
Hours per month per user on desktop

5:43
4:39
3:20

0:1...
More time is spent on Facebook than
anywhere else on mobile
Mobile apps by percentage of time spent

Source: comScore Mobi...
More time is spent on Facebook than
anywhere else on mobile
Mobile apps by percentage of time spent

Facebook &
Instagram ...
With Facebook, you can reach your audience that
matters most, every day and everywhere
Precision
targeting
Phase 1: Standard DemographicsLookalikes
Phase 2: Interest Based Targeting
3: Custom Audiences and

Only
available on
Face...
Segment your audience
and tailor your message

Existing
Gamers

Other sites
“Pre-order
Space Fighters 2 now!”

Prospective...
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
Increase awareness and achieve
massive, on-target reach to males,
ages 18-44...
Campaign exposure drove significantly greater
awareness of the game

55%

14%

of U.S. males, ages 18-24
were reached over...
Facebook drives gaming business metrics

Trailer views

Branded search

Retailer site

2x

128%

71%

drove 2x increase in...
Measuring console gaming success on Facebook

1 Reach
2 Brand resonance & salience

3 Action
Measuring console gaming success on Facebook

1 Reach
Nielsen OCR accurately identifies and measures
audiences online
•

Measure reach and delivery
accuracy online

•

Demonstr...
Nielsen OCR demonstrates scale and efficiency
within target and is comparable to TV
Online Campaign Ratings (OCR)
Site

Fa...
Measuring console gaming success on Facebook

2 Brand resonance & salience
Nielsen Brand Effect measures ad
effectiveness and brand resonance
Poll control and holdout
groups to measure:

28%
25%
20...
Measuring console gaming success on Facebook

3 Action
Potential reach measurement solutions
Offers

Conversion Pixel

Custom Audience A/B

Custom Measurement

Time Series Test
...
1

Challenges for Games Marketers

2

Identify & Reach the Right Audience

3

Launching your next Console game on Facebook
Launching your next console game on Facebook
1

Establish your game’s presence

2

Connect to and engage with your core ga...
1

Create a page for your franchise
2

Connect to and engage with your core gamers
Gain mass awareness
with target demo

Reach

Build buzz with
prospective ga...
Activate your loyal gamers with Custom Audiences

Your gaming database

Facebook
Build buzz with the Console Gamer Audience

4M

active video game
console players on
Facebook in the US

98%

accuracy in ...
Expand your audience with Facebook native
targeting for mass awareness
Likes/Interests:
• Call of Duty
• Xbox
• Video game...
3

Launch trailers and key assets in Facebook’s
news feed with Page Post Ads
Teaser videos
Trailers
Storyline reveals
Pre-...
4

Drive pre-orders with Facebook offers on
mobile and desktop
Offer exclusive
promotions for preorders and purchase

Avai...
Tarquin Henderson
Facebook Global
Gaming Team
Driving growth and engagement of your game with Facebook - Tarquin Henderson, Facebook
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Driving growth and engagement of your game with Facebook - Tarquin Henderson, Facebook

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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.


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  • 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.
  • Driving growth and engagement of your game with Facebook - Tarquin Henderson, Facebook

    1. 1. Tarquin Henderson Facebook Global Gaming Team
    2. 2. 1 Challenges for Games Marketers 2 Identify & Reach the Right Audience 3 Launching your next Console game on Facebook
    3. 3. 1 Challenges for Games Marketers 2 Identify & Reach the Right Audience 3 Launching your next Console game on Facebook
    4. 4. Mobile consumers are changing game marketing
    5. 5. TV no longer reaches the gamers you care about Console game buyers Viewers of a programme
    6. 6. For gaming marketers this is the new normal
    7. 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. 8. 1 Challenge for Games Marketers 2 Identify & Reach the Right Audience 3 Launching your next Console game on Facebook
    9. 9. Our marketing objectives for launching console games are still the same…. Awareness Engage Excite Pre-orders Sales ReEngage DLC Sales
    10. 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. 11. With Facebook, you can reach your audience that matters most, every day and everywhere Massive, relevant reach
    12. 12. Every day in the UK… 34M+ 18+ users access Facebook 21M+ Via a mobile device
    13. 13. 73% of console game owners are on Facebook 42% return daily Source: ComScore, PlanMetrix, March 2013
    14. 14. 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
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. With Facebook, you can reach your audience that matters most, every day and everywhere Precision targeting
    19. 19. 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
    20. 20. 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
    21. 21. With Facebook, you can reach your audience that matters most, every day and everywhere Prominent placement
    22. 22. News feed is the best real estate on Facebook
    23. 23. With Facebook, you can reach your audience that matters most, every day and everywhere Proven results
    24. 24. 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.
    25. 25. 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
    26. 26. 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
    27. 27. Measuring console gaming success on Facebook 1 Reach 2 Brand resonance & salience 3 Action
    28. 28. Measuring console gaming success on Facebook 1 Reach
    29. 29. 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
    30. 30. 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
    31. 31. Measuring console gaming success on Facebook 2 Brand resonance & salience
    32. 32. 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
    33. 33. Measuring console gaming success on Facebook 3 Action
    34. 34. Potential reach measurement solutions Offers Conversion Pixel Custom Audience A/B Custom Measurement Time Series Test TD4M14N312 Paired Market Test
    35. 35. 1 Challenges for Games Marketers 2 Identify & Reach the Right Audience 3 Launching your next Console game on Facebook
    36. 36. 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
    37. 37. 1 Create a page for your franchise
    38. 38. 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
    39. 39. Activate your loyal gamers with Custom Audiences Your gaming database Facebook
    40. 40. 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
    41. 41. 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
    42. 42. 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
    43. 43. 4 Drive pre-orders with Facebook offers on mobile and desktop Offer exclusive promotions for preorders and purchase Available for desktop and mobile
    44. 44. Tarquin Henderson Facebook Global Gaming Team
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