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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. …

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.
  • Transcript

    • 1. Tarquin Henderson Facebook Global Gaming Team
    • 2. 1 Challenges for Games Marketers 2 Identify & Reach the Right Audience 3 Launching your next Console game on Facebook
    • 3. 1 Challenges for Games Marketers 2 Identify & Reach the Right Audience 3 Launching your next Console game on Facebook
    • 4. Mobile consumers are changing game marketing
    • 5. TV no longer reaches the gamers you care about Console game buyers Viewers of a programme
    • 6. For gaming marketers this is the new normal
    • 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. Every day in the UK… 34M+ 18+ users access Facebook 21M+ Via a mobile device
    • 13. 73% of console game owners are on Facebook 42% return daily Source: ComScore, PlanMetrix, March 2013
    • 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. 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. 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. 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. With Facebook, you can reach your audience that matters most, every day and everywhere Precision targeting
    • 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. 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. With Facebook, you can reach your audience that matters most, every day and everywhere Prominent placement
    • 22. News feed is the best real estate on Facebook
    • 23. With Facebook, you can reach your audience that matters most, every day and everywhere Proven results
    • 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. 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. 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. Measuring console gaming success on Facebook 1 Reach 2 Brand resonance & salience 3 Action
    • 28. Measuring console gaming success on Facebook 1 Reach
    • 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. 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. Measuring console gaming success on Facebook 2 Brand resonance & salience
    • 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. Measuring console gaming success on Facebook 3 Action
    • 34. Potential reach measurement solutions Offers Conversion Pixel Custom Audience A/B Custom Measurement Time Series Test TD4M14N312 Paired Market Test
    • 35. 1 Challenges for Games Marketers 2 Identify & Reach the Right Audience 3 Launching your next Console game on Facebook
    • 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. 1 Create a page for your franchise
    • 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. Activate your loyal gamers with Custom Audiences Your gaming database Facebook
    • 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. 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. 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. 4 Drive pre-orders with Facebook offers on mobile and desktop Offer exclusive promotions for preorders and purchase Available for desktop and mobile
    • 44. Tarquin Henderson Facebook Global Gaming Team