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Monetizing applications with video

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How we do it, the opportunities, some inspiration and how to grow your business

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Monetizing applications with video

  1. 1. Monetizing applications with video<br />How we do it, the opportunities, some inspiration and how to grow your business<br />
  2. 2. 2<br />3<br />1<br />4<br />This is<br />
  3. 3. We create & publish games<br />
  4. 4. We do casual skill gaming!<br />Collect as many points as possible<br />A game session is between 1-5 minutes long<br />
  5. 5. Skill, not luck, is how you win<br />Play against your own high score or someone else<br />We’ll assure that you meet a equal opponent.<br />
  6. 6. Women love our games<br />25-55 years old <br />Spends 35+ minutes per visit<br />49% have children in household<br />92% shop online.<br />74% have pets.<br />59% are primary household shopper.<br />Comscore<br />A very common social gaming profile.<br />
  7. 7. 8 years & 200+ high-quality browser games.<br />10+ million active players<br />250+ million games played every month<br />
  8. 8. This is where the magic happens.<br />+ in London, Los Angeles, Rome, Malta & Hamburg.<br />
  9. 9. Our cross-platform strategy<br />
  10. 10. Our cross-platform vision<br />
  11. 11. 2<br />3<br />1<br />4<br />Video advertisingon King.com<br />
  12. 12. How we monetize our games <br />Tournament fees (optional)<br />In-game purchase (optional)<br />Advertising<br />(Classic fremium) <br />
  13. 13.
  14. 14. 100M+ pre rolls (or pre-game) per month<br />
  15. 15. New users are not seeing any ads<br />Retention, conversion & long term value.<br />
  16. 16. Making users like & enjoy advertising<br />Adding value to our users.<br />600,000+ game plays in 3 weeks.<br />
  17. 17. 2<br />3<br />1<br />4<br />Applications & video advertisingon Facebook & stand-alone<br />
  18. 18. Social gaming is hot!<br />And it’s just getting started.<br />
  19. 19. Bubble Saga<br />FarmVille<br />Poke friend<br />Status update<br />50% of Facebook log-ins are specifically to play games. <br />
  20. 20. Why are applications different? <br />And how does it change advertising?<br />
  21. 21. App users are engaged users! <br />
  22. 22. Engaged users will share, click & like more.<br />Source: TubeMogul<br />
  23. 23. Flexible length<br />High completion rate<br />High CTR<br />Source: King.com & TubeMogul<br />
  24. 24. How we do video ads on Facebook<br />Want to win some extra game coins? Spin the daily spinner!<br />
  25. 25. Why do users care about this?<br />Because the game becomes more fun!<br />
  26. 26. But not everyone will pay for it.<br />With “optional” video advertising everyone is a winner.<br />
  27. 27. Click to play with share widget<br />
  28. 28. Editorial video with share widget<br />
  29. 29. How YouTube is doing it.<br />
  30. 30. Creating engagement.<br />Both Hulu & YouTube are doing this.<br />
  31. 31. How to find application publishers<br />
  32. 32. Facebook application directory<br />on.fb.me/findapps<br />
  33. 33. My absolute favorite: Appdata.com<br />Free, independent & up to date<br />
  34. 34. It’s a goldmine full of publishers!<br />
  35. 35. And there’s lots of publishers out there! <br />2,000 publishers with 20k monthly users<br />
  36. 36. Find publisher<br />Find game<br />Understand game mechanics <br />Would video work here?<br />
  37. 37. Making Facebook publishers happy<br />Easy to integrate/scale<br />Good CPMs<br />Should not cannibalize <br />(Our Director of Performance)<br />
  38. 38. If you want to put a big smile on that publisher…<br />…You learn some basic app lingo<br />MAU Monthly active users <br />DAUDaily active users <br />DARPUDaily av. revenue per user<br />
  39. 39. Recap – Video formats in apps<br />Pre roll can easily be applied, but should be used carefully.<br />Incentivized video (long or short) in a win-win.<br />Mid-rolls & post rollscan be used between levels but could be complicated to implement.<br />Video with skip-button will increase engagement.<br />Letting the user choose a video will become more popular<br />
  40. 40. 2<br />3<br />1<br />4<br />Looking into the futureMobile & TV<br />
  41. 41. Why mobile is so important<br />88 downloaded applications<br />Using her iPhone 84 minutes / day.<br />10 minutes every day on games…<br />Source: Appsfire<br />
  42. 42. May ‘11: 500k apps in the App Store!<br />37% are free = Could they do video ads?<br />
  43. 43. Is this only about games? <br />Users love to explore, but are loyal to games.<br />Game publishers will generate the most video inventory. <br />
  44. 44. This is one way of doing mobile video<br />Could this be the future?<br />
  45. 45. Is this only about this guy?<br />No, but with 61% he’s really important<br />
  46. 46. TV – Meet Smart TV<br />TV Channels will be replaced with TV applications.<br />
  47. 47. But TV isn’t really dying.<br />It’s just changing.<br />
  48. 48. This is great news!<br />Traditional TV commercials will be replaced with “online” video ads.<br />
  49. 49. What we have talked about today<br />App users and app publishers like video<br />Social gaming & apps are still very young.<br />Letting users choose, skip or opt in will be popular!<br />Video ads in mobile apps (games) will become huge!<br />Remember the TV, that’s where it all started!<br />Bonus:Most video networks are NOT focusing on this.<br />
  50. 50. Questions & answersor send them to aron.levin@king.com<br />
  51. 51. Thank you for listening!<br />aron.levin@king.com<br />

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