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1
KID-FRIENDLY
DIGITAL USER
ACQUISITION
BACKGRO
UND
2
• Mitch Smiley – Global Marketing
Manager, WildWorks
• Responsible for marketing campaigns, with
with a focus on digital u...
ANIMAL
JAM• Browser-based
online game
• #1 online social
game for kids in
the U.S.
• 50 million+
registered users
worldwid...
THE
PROBLE
M
• How do we run a successful,
ROI-positive user acquisition
(UA) campaign for a game
geared towards children?...
CHILDREN’S
ONLINE
PRIVACY
PROTECTION ACT
(COPPA) 6
COPPA
OVERVIEW• Goal is “to place parents in
control over what information
is collected from their young
(<13) children on...
HOW COPPA AFFECTS
DIGITAL UA• No behavioral targeting or
remarketing
• Recommend working with a 3rd
party to verify compli...
DIGITAL
STRATEGY
9
13
MEDIA CONSUMPTION
• American tweens (8- to
12-year olds) spend an
average of 4:36 per
day on ‘screen media’
• 68% of sc...
10
SET UP EFFECTIVE WEB
ANALYTICS• Conversion Tracking – signups,
payments, time played
• Relevant Attribution Model
• Ad ...
11
ESTABLISH ACCURATE
BACK-END METRICS• Churn rate, ARPPU, LTV
• LTV / Conversion rate = signup CPA
payout ceiling
• Measu...
12
• Research
your target &
their interests
• Sites with
audience
overlap,
YouTube,
game portals
CONTENT &
CONTEXTUAL
TARG...
WHAT
WORKS
14
15
GREAT CREATIVE
16
SIMPLE LANDING
PAGE WITH CLEAR
CTA
17
CREATIVE +
PLACEMENT FOR
DIFFERENT
GOALS
PAID
SEARCH• Embrace misspellings & branded
keywords
• Maximize SERP real estate
18
PAID SEARCH – BRANDED
KEYWORDS
• Paused branded
keywords
for 2 weeks
• Gained 16% in organic
sessions
• Lost 20% from
bran...
YOUTU
BE
20
• Content
targeting
• Pre-roll
AD NETWORKS / CPA
21
• Establish CPAs based on expected value
of registration
• Track sub ID quality – stay on top of
camp...
22
COMMUNITY ENGAGEMENT
#FanArtFri
day
WHAT
HASN’T
WORKED
23
GROW NOW,
MONETIZE LATER• Huge registration volume, low
CPA in
Southeast Asian, Latin American
markets
• Poor monetization...
CPM-BASED
DIGITAL BUYS• Very rare for CPM buys to meet
CPA goals
• Can fit campaigns with branding
goals
– not a good fit ...
MOBI
LE
27
28
ANIMAL JAM
MOBILE
OVERVIEW• Mobile game launched August
2015
• Free-to-play with premium
purchases
• Not monetizing via...
29
MOBILE UA FINDINGS
• Use attribution platform vs.
home-grown system
• Determine marketing objective
prior
to launch – I...
LOOKI
NG
AHEA
D
30
CONTINUING SHIFT FROM TV
TO DIGITAL• US digital spend to overtake TV in
2017 (eMarketer)
31http://www.emarketer.com/Articl...
‘KID-SAFE’
SOCIAL/VIDEO
• Moderated ‘kid-safe’ social
channels
• Influencers & branded content
33
‘KID-SAFE’ AD
NETWORK
GROWTH• Playwire, SuperAwesome etc.
• Still early – volume hasn’t
shifted to enable CPA pricing
32
EU LEGISLATION (GDPR)
• Goes into effect May 2018
• Similar to COPPA
• Data collection from children
(TBD, under 13-16) re...
THANK
YOU!
35
Contact:
mitch@wildworks.com
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Digital-First, Kid-Friendly User Acquisition Strategy | Mitch Smiley

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Delivered at Casual Connect USA 2016. Marketing a game developed for children comes with its challenges. Dealing with COPPA regulations in addition to the always-changing digital marketing landscape, it can be difficult to execute an effective user acquisition campaign. Learn how to embrace the challenge and run an ROI-positive campaign, with success stories and learning opportunities from the leading web-based kids game in the US, Animal Jam.

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Digital-First, Kid-Friendly User Acquisition Strategy | Mitch Smiley

  1. 1. 1 KID-FRIENDLY DIGITAL USER ACQUISITION
  2. 2. BACKGRO UND 2
  3. 3. • Mitch Smiley – Global Marketing Manager, WildWorks • Responsible for marketing campaigns, with with a focus on digital user acquisition. mitch@wildworks.com linkedin.com/in/mitchsm miley ME 3
  4. 4. ANIMAL JAM• Browser-based online game • #1 online social game for kids in the U.S. • 50 million+ registered users worldwide • Core demo: girls 7-12 4
  5. 5. THE PROBLE M • How do we run a successful, ROI-positive user acquisition (UA) campaign for a game geared towards children? 5 REMARKE TING BEHAVIOR AL TARGETIN
  6. 6. CHILDREN’S ONLINE PRIVACY PROTECTION ACT (COPPA) 6
  7. 7. COPPA OVERVIEW• Goal is “to place parents in control over what information is collected from their young (<13) children online 7
  8. 8. HOW COPPA AFFECTS DIGITAL UA• No behavioral targeting or remarketing • Recommend working with a 3rd party to verify compliance • Under-13 digital media market on track to reach $2.5bn by 2018* - so how do we spend effectively? 8 *source: http://www.thedrum.com/opinion/2015/12/21/how-new-eu-data-privacy-laws-change-kids-and-teens-ad-market-forever
  9. 9. DIGITAL STRATEGY 9
  10. 10. 13 MEDIA CONSUMPTION • American tweens (8- to 12-year olds) spend an average of 4:36 per day on ‘screen media’ • 68% of screen time is non-TV for tweens. 87% for teens • Increases to 6:40 for teens • 66% of tweens play https://www.commonsensemedia.org/research/the-common-sense- census-media-use-by-tweens-and-teens
  11. 11. 10 SET UP EFFECTIVE WEB ANALYTICS• Conversion Tracking – signups, payments, time played • Relevant Attribution Model • Ad network publisher/sub-ID tracking • Send traffic quality events/reports back to vendors
  12. 12. 11 ESTABLISH ACCURATE BACK-END METRICS• Churn rate, ARPPU, LTV • LTV / Conversion rate = signup CPA payout ceiling • Measure paid accounts separately Example: $100 LTV / 5% conversion rate = $5 value per registration
  13. 13. 12 • Research your target & their interests • Sites with audience overlap, YouTube, game portals CONTENT & CONTEXTUAL TARGETING
  14. 14. WHAT WORKS 14
  15. 15. 15 GREAT CREATIVE
  16. 16. 16 SIMPLE LANDING PAGE WITH CLEAR CTA
  17. 17. 17 CREATIVE + PLACEMENT FOR DIFFERENT GOALS
  18. 18. PAID SEARCH• Embrace misspellings & branded keywords • Maximize SERP real estate 18
  19. 19. PAID SEARCH – BRANDED KEYWORDS • Paused branded keywords for 2 weeks • Gained 16% in organic sessions • Lost 20% from branded keyword sessions 19
  20. 20. YOUTU BE 20 • Content targeting • Pre-roll
  21. 21. AD NETWORKS / CPA 21 • Establish CPAs based on expected value of registration • Track sub ID quality – stay on top of campaign managers • Scale with patience • Tips: in addition to conversion pixels, set up tags to measure quality – gameplay threshold, paying user, etc.
  22. 22. 22 COMMUNITY ENGAGEMENT #FanArtFri day
  23. 23. WHAT HASN’T WORKED 23
  24. 24. GROW NOW, MONETIZE LATER• Huge registration volume, low CPA in Southeast Asian, Latin American markets • Poor monetization and ROI 24
  25. 25. CPM-BASED DIGITAL BUYS• Very rare for CPM buys to meet CPA goals • Can fit campaigns with branding goals – not a good fit for CPA-based UA campaign 26
  26. 26. MOBI LE 27
  27. 27. 28 ANIMAL JAM MOBILE OVERVIEW• Mobile game launched August 2015 • Free-to-play with premium purchases • Not monetizing via whales/unrestricted IAP • Limited scope of UA
  28. 28. 29 MOBILE UA FINDINGS • Use attribution platform vs. home-grown system • Determine marketing objective prior to launch – IAPs/monetization, app store rankings, install volume • Video works best
  29. 29. LOOKI NG AHEA D 30
  30. 30. CONTINUING SHIFT FROM TV TO DIGITAL• US digital spend to overtake TV in 2017 (eMarketer) 31http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671
  31. 31. ‘KID-SAFE’ SOCIAL/VIDEO • Moderated ‘kid-safe’ social channels • Influencers & branded content 33
  32. 32. ‘KID-SAFE’ AD NETWORK GROWTH• Playwire, SuperAwesome etc. • Still early – volume hasn’t shifted to enable CPA pricing 32
  33. 33. EU LEGISLATION (GDPR) • Goes into effect May 2018 • Similar to COPPA • Data collection from children (TBD, under 13-16) requires parental consent 34http://ec.europa.eu/justice/data-protection/reform/index_en.htm
  34. 34. THANK YOU! 35 Contact: mitch@wildworks.com

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