This document discusses marketing strategies for football fan apps. It describes targeting regular and hardcore fans across different countries, languages, and age groups. It recommends taking advantage of seasonality by running campaigns during transfers, manager changes, and matches. Campaigns should be manually managed, have separate budgets and targeting for each country and app, and be relaunched every 2-4 weeks. Frequency should be monitored and campaigns stopped when prices rise.

1. Sports.ru & Tribuna.com
Apps for football fans
Always On UA:
Seasonality and Scale

2. What product we’re marketing
● club-dedicated football communities
● shaped as Android and iOS apps
● football fans from around the globe
in each app
● 9M downloads
● 11 clubs
● 6 languages
● around 1,500 campaigns running
at the same time
● language-segmented
● geo-segmented

3. Where we acquire
Facebook, Instagram & partners: very broad
targeting options, hence higher audience
quality - but higher prices and a whole lot of
live campaign management
Google & partners: less space for targeting,
less management - but way lower acquisition
cost
Apple Search Ads (iOS): easiest to use, but less
target audience
Twitter / Snapchat: yet to come

4. How we do it
Manual management of all campaigns,
including bid price changes
Strict daily budget
Separate campaigns for every country & app
Campaigns are re-launched every 2 to 4 weeks
Frequency (number of displays per user)
should be closely monitored

5. How we target
Regular fans - based on main club interest
(e.g. likes Manchester United)
Hardcore fans - based on particular page
subscription (e.g. likes Red Devils UK Fan Club)
Separate targeting for
● male and female audiences
● different age brackets
● languages within one country & app

6. How to benefit from seasonality
Summer / winter break - lower competition, lots of transfer
news & rumors
Team manager sacking or appointment
Matchday (especially derbies) - increased demand,
more of our potential users are looking for information
on social media & search
Other breaking news
Smaller news (only for the country where the club is based)

7. Hacking seasonality
Pre-season is best for campaigns based on
transfer news & rumors
Launch several (3-4) identical campaigns for
important games: same creatives, same targeting,
but higher total reach
Manage campaigns manually in live mode: monitor
prices at half time and, especially, final whistle -
stop when the price starts to grow (it inevitably
will)
When the game is over - launch new creatives

8. Hacking multiple geos
Campaign reach should not be less than 100k
Avoid competition between your own campaigns
with same geo, app, interests, age, ad placements
(outside of match days)
In big markets with big enough reach additionally
exclude rival teams from targeting
Nighttime is expensive
Additionally target fans that saw the ad but
didn’t install the app
Broaden Facebook reach by adding Instagram

9. tkach@tribuna.com
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