Dm arts d1-s2-ahmed-sabry-itvision-social gaming advertising

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Dm arts d1-s2-ahmed-sabry-itvision-social gaming advertising

  1. 1. Social Gaming AdsDigital Marketing Arts Conference10 Sep. 2012By: Ahmed SabryCEO, IT VisionDigital Marketing ArtsC o n fe re n c e a n d Wo r ks h o p ,Cairo on 10-11 Sep. 2012 1
  2. 2. The way of reaching people through advertising is not changed, It’s pretty much the same old strategy that it has always been. And it’s even becoming less & less affective for advertisers.2
  3. 3. Which meansit’s quite time for serious innovation in reaching people through advertising 3
  4. 4. Pe o p le areco n n e c t in g , s h ar in g , c h e c k in g in , p o st in g& co m m e nt in g .
  5. 5. I nte r net h as b e co m e m o re m o b i le
  6. 6. Social Games are now a LivingInteractiveExperience
  7. 7. 500 Millions Users Are playing social games7 Source: emarketing 2011
  8. 8. S o c i a l ga m i n g w i l l g row a n d s p i l l over to rea l wo rl d o Social Media Games have more players than prime time TV shows have viewers. o As social media will become more mobile so will social gaming. o Social media games will be played on-the-go o Social gaming will be integrated with real life to physically perform tasks offline that have effect in the virtual world. o Engage real friends, go to locations, flash mobs,8
  9. 9. The potential growth of mobile social gaming is huge9
  10. 10. 10
  11. 11. FREEMIUM GAMES CityVille surpassed 61 million MAUs within the first 50 days after launch. CityVille was the first game launched in multiple languages (English, French, German, Italian and Spanish). In June 2011, zynga launched CityVille Hometown, a mobile application available on Apple iOS platforms.
  12. 12. GAMING DEMOGRAPHIC EXAMPLES GAME GENDER AGE MAU CityVille 70% Female 26-35: 25% ; 36-45:15% 46-55: 10% 71,667,181 FarmVille 70% Female 16-25: 20% ; 26-35: 25% 36-45: 20% 35,978,341 Bejeweled 75% Female 26-35: 25% 36-45: 25% 9,033,479 Mall World 92% Female <15: 35% 15-25: 20% 3,100,000 Backyard Monsters 75% Male 18-25: 25% 26-35: 25% 4,402,936 Car Town 80% Male N/A 3,600,000 Millionaire City 69% Male Top age segment :13-24 3,100,000 Zombie Lane 53% Male Top age segment :18-34 2,500,000
  13. 13. UAE 900,00012 KSA 1,600,000 Bahrain 100,000 Oman 100,000MILLION Kuwait 250,000U SE RS F RO M Libya 150,000THE ARAB Yemen 100,000WO R LD O N Lebanon 550,000FAC E B O O K Iraq 400,000SO C I A L Algeria 1,200,000G A M ES Morocco 2,400,000 Tunisia 1,000,000 Egypt 4,000,000 Source : Facebook Internal Statistics
  14. 14. So c ial G am in g A d s is t h e c ro s s o fFour big industries Mobile Social Games Media Advertising 14
  15. 15. Obama Runs Ads in Games, 2008 Barack Obamas campaign ads appeared in several sports video games, including the granddaddy of them all, Madden football and Xbox 360 racing game Burnout Paradise15
  16. 16. Exclusive McDonalds Farmville farmhttp://www.youtube.com/watch?v=tu9hrMsR7Nc&feature=player_embedded 16
  17. 17. To p b ran d s are u s in g I n - gam e A d ve r t is ing
  18. 18. KEY FEATURES18
  19. 19. A DV E RT I SE YO U R B R A ND TO 5 0 0 M I L L I O N S O C I A L G A M E RSIn-Game Ads Direct Response Mobile AdvertisingEngage consumers across Monetize virtual currency Engage consumers500+ leading social and reward consumers wherever they are on anygames with targeted, using Android or iOS app withplayer initiated-and- our advanced offer-based our mobile SDKrewarded video payment solutionsads/content
  20. 20. KEY FEATURESGlobal Facebook partnership: Enabling age & gender targetingand FB Credit distribution Synergy: Combines the engagement of social games with thepower Of online video Extensive reach: across 500+ leading publishers, platforms andgames Granular analytics: ideal for campaign optimization and consumerinsightRobust technology: designed for dynamic, large scale campaigns
  21. 21. USER FLOW1. User is prompted to 2. User initiates the branded 3. Post action engagementengage with branded video and is rewarded and viral activationcontent Facebook credit or Virtual Currency
  22. 22. C A M PA I G N M EC H A NI C SUSERS PROMPTED TO EARN VIRTUAL CURRENCY BY ENGAGING WITH ABRAND, USER ACCEPTS BY CLICKING ON THE ICON/MESSAGE IN ORDER TOINITIATE THE VIDEO In Game Icon In Game Message
  23. 23. WHAT MAKES BRANDCONNECT™ DIFFERENT?WHAT MAKES IT DIFFERENT?o Launch Video / Games / Installs / Surveyso 100% Consumptiono Post Actions on Facebooko Demographically Targetedo User initiatedo User rewardedo Frequency cappingo Guaranteed views and engagement
  24. 24. Yo u c a n l i n k t h e m to yo u r we b s i te / F P GENERATE FURTHER ENGAGEMENT AND VIRAL DISTRIBUTIONCLICK TO RETAIL SITE INTERACTIVE SHARE ON ENGAGEMENT SOCIAL MEDIA
  25. 25. Offerwall and SpecialPromotions
  26. 26. O F F E RWA L L – I NT RO D U C I NG F B P E R FO R M A NC E O F F E RSFacebook Credits is a virtual currency you can useto buy products, watch movies and downloadmusic in your favorite applications on Facebook.
  27. 27. SPECIAL PROMOTIONS ADS Campaigns can be placed into a premium position within the game screen. In-Game display ads reach 100% of game audience. In Game display ads are in standard IAB formats. Bespoke design available including co-branding for premium advertisers. Used for special promotions or for high impact offers. Increased CTR – 30% higher than Facebook Ads / ASU’s
  28. 28. CASE STUDY
  29. 29. C A SE ST U DY – M c D o n ald s CO K E G L A SSES Engage 16-34 year old UK audience with McDonald’s brand and drive installs of the McDonald’s Coke Glasses app. Players were prompted to earn Facebook Credits by watching branded video content on leading Facebook games. All views were player initiated and the client only paid for complete video views. Brand Engagement: 23% of players who viewed the video installed the app
  30. 30. Thank You30

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