John Gargiulo, SVP, Business Development + Marketing, BlueStacks — User Acquisition via TV - A Hit in the East Moves West Привлечение пользователей с помощью ТВ - перенимаем опыт Азии — John Gargiulo, SVP, Business Development + Marketing, BlueStacks

1. MARKETING MOBILE ON TV
1) Where it’s been and where we’re headed
2) How to do it and how to profit from it

2. WORLDS APART
Digital Advertising:Traditional Advertising:
• CPI
• Appstore Featuring
• Smaller Smart Budgets
• ASO
• Auction systems
• CPO
• Attribution
• CPE
• DMA
• ROAS
• Big Dumb Budgets
• Upfronts
• Manual systems
• Remnant Inventory
• HH
• 18-35

3. A (VERY)
BRIEF
HISTORY OF
MOBILE ADS
ON TV

4. 2007-2010: JAPAN IS FIRST

5. • DeNA + GREE are the first companies worldwide to invest heavily in
TV to advertise their Social Gaming Platforms.
• In 2010 they spend a combined $70M USD in a three month period.
2007-2010: JAPAN IS FIRST

6. NEXT UP: GERMANY!

7. • Already a publisher of online games since 2007, network spinoff
ProSiebenSat.1 Digital begins acquiring mobile game studios and
running ads for their games on TV.
• Most recently ProSieben acquired the European arm of Aeria Games
2012:
GERMANY’S PROSIEBEN TV
NETWORK GETS INTO MOBILE
GAME ADVERTISING

11. 2013:
PUZZLE AND DRAGONS GOES
THROUGH THE ROOF BACK IN
JAPANRockets from 3 to 4 million users with TV

12. 2013:
CANDY CRUSH SAGA GOES FROM
NOWHERE IN JAPAN BEFORE THIS SPOT
TO…

13. #1

14. 2014/15: EVERYONE JUMPS
IN

15. OLD NEW
SPENDING ON VIDEO
GAME ADS $210M USD IN
’15 SO FAR

16. 4 BENEFITS OF TV
1) Install lift

17. 4 BENEFITS OF TV
1) Install lift
2) Re-engagement

18. 4 BENEFITS OF TV
1) Install lift
2) Re-engagement
3) Lowers Digital Spend

19. 4 BENEFITS OF TV
1) Install lift
2) Re-engagement
3) Lowers Digital Spend
4) Branding/credibility

20. 3 STEPS TO MAKE IT
HAPPEN
1) Creative

21. 3 STEPS TO MAKE IT
HAPPEN
1) Creative
2) Media

22. 3 STEPS TO MAKE IT
HAPPEN
1) Creative
2) Media
3) Analytics

23. 1) CREATIVE
Building your masterpiece

24. YOU ALREADY HAVE
CREATIVE TO WORK WITH
IF:
• You’ve made a trailer for
the AppStores
• You’ve made video ads
for Facebook or other
publishers like
Vungle/AdColony

25. THE BEST CREATIVE IS
MORE THAN GAMEPLAY
FOOTAGE
54,885,847 YouTube Views 473,936 Likes — 25,048 Dislikes

26. THE WORST CREATIVE
HAS NO CONCEPT
197,759 YouTube Views Likes/Dislikes Disabled

27. WHO PRODUCES THE
CREATIVE?
Four options…

28. OPTION #1
TOP AD AGENCY
• A recognized ad
agency with proven
creative, usually
with media-buying
done in-house
• $250,000-1M USD

29. OPTION #2
REGIONAL AD AGENCY
• A smaller
regional ad
agency with
average creative
• $50,000-
$200,000 USD

30. OPTION #3
ANIMATION
• An overseas
(think Argentina)
animation studio
executing a
concept that
you’ve created.
• $1,000-$10,000
USD

31. OPTION #3
EXAMPLE - OFFERUP

32. OPTION #4
CROWDSOURCING
• Crowdsourced
content from your
fans
• Free

33. TESTING IS IMPORTANT!
• With Facebook you
can test different
creative in the geo
where your
campaigns will run

34. TESTING IS IMPORTANT!
• Then on broadcast
you can pit the
winning two spots
from Facebook
against each other

35. TESTING IS IMPORTANT!

36. IGG EXAMPLE 1

37. IGG EXAMPLE 2

38. 2) MEDIA
Building a strategic plan - two options:

39. OPTION #1:
LARGE NATIONAL MEDIA
COMPANY
PROS: CONS:
• Will walk you through
the process step by
step. They are pros
• Great buying power
nationally and in most
local markets
• Cost is high - 10% fee
on media + large
retainer
• They will likely have
much bigger clients
than you - less
personalized service

40. OPTION #2:
A SMALLER LOCAL MEDIA
COMPANY
PROS: CONS:
• Will spend more time
with you - personal
service
• May specialize in a
market you’re
interested in
• Less expensive than
the big guys
• The “A” players in
media do not go to
work for these smaller
firms

41. SAMPLE MEDIA PLAN FOR
TOP 15 GROSSING RPG
TITLE IN US

42. SAMPLE MEDIA PLAN FOR
TOP 15 GROSSING RPG
TITLE IN US

43. USE FACEBOOK’S
INSIGHTS TOOL TO FIND
YOUR MARKET

44. 3) ANALYTICS
How did it go?

45. SET A CPI CONTROL AND
WATCH FOR MOVEMENT

46. WATCH FOR BOOST IN
ORGANIC INSTALL DELTA

47. AND RE-ENGAGEMENT

48. TV IN 2016 AND BEYOND

49. THANK YOU
John Gargiulo
SVP, Business Development + Marketing
BlueStacks
John@BlueStacks.com
@JohnnotJon