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Advertising in Facebook Games
Alex Rampell – CEO – [email protected]
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Facebook is one of the Largest Audiences for Advertisers
Social games represent 40% of usage time on Facebook40%
Over 300 million people play social games every month 300M
Virtual currency market is $10B globally (doubling y/y in US)$10B
Facebook has over 750 million users (100% Y/Y growth)750M
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Virtual Goods is a Multi-Billion Dollar Market
50,000+virtual items sold every second
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Facebook Credits: The Virtual Currency of Facebook Games
Facebook users buy and earn Facebook Credits to purchase virtual items for their games.
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How Facebook Users Earn Credits
When players make a purchase through an ad, they earn free virtual currency to use in Facebook games.
Users click an offer within a social game.
Users make a purchase with the advertiser.
Users earn virtual currency for the
interaction.
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How Facebook Users Earn Credits – Offer Wall
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Social games audience eclipsing primetime TV
Larger audiences than TV during Sweeps Favorable & targetable demographics
Male Female
14-17 18-24 25-34 35-44 45-54 55-64 65+
77% of users aged 18 - 54
Sources: tvbythenumbers.com, App Data Source: CheckFacebook.com
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Social Gaming Ad Spend on the Rise
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Any Company Can Advertise In Social Games
SHOPPINGSHOPPING
MEDIAMEDIA
ONLINE SERVICESONLINE SERVICES CHARITYCHARITY
SURVEYSSURVEYS
FINANCE / BANKINGFINANCE / BANKING
LOCAL DEALSLOCAL DEALSTASKSTASKS
VIDEO / BRANDSVIDEO / BRANDS
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Social Games Reach New Customers
A customer already searching for Gap is less valuable than someone who isn't. On Google, Gap might pay for customers who are already going to buy at Gap.com.
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A customer who is presented a deal from Gap before she has decided to purchase might decide to buy from Gap instead of Macy’s next time she shops for clothes.
Social Games Reach New Customers
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Move Transaction Initiation To Facebook
Vertical Search
Intent Catalysts
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How To Achieve Success On Facebook
Make your offer relevant to users
Engage users through branding campaigns to increase awareness
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CREATING RELEVANT OFFERS
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Tips For Ensuring Relevancy
Identify the types of games that attract your target demographic.
Tie your promotion to seasonal events, such as Valentine’s Day, Back-To-School or the holiday shopping season.
Offer users a discount or additional value to drive completions.
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Target Your Offer To The Game Demographic
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Tie Your Offer To Seasonal Events
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Time-Sensitive Promotions
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FOSTERING ENGAGEMENT
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Facebook Brand Engagement Platform: How It works
User chooses to engage with a brand
User is rewarded for the interaction
User engages deeply with the brand
Brand Dialogue
Examples:•Complete a survey•Vote on favorite products•Find a store•Share with friends
Committed Action
Examples: •Complete a purchase•Register or sign-up•Subscribe
Brand Affinity
Examples:•Watch a video
User Engagements
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Brand Dialogue
Clinique promotes new product lines by asking users to share success stories.
Unilever helps users find their “heart age.”
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Video Engagements
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Brands as part of the experience
Brand Interaction becomes
part of the game
Brand Interaction provides
game play benefit
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Conclusion
Identify the types of games in which your brand or product can be naturally integrated.
Offer players an incentive for the engagement (ex: virtual currency or virtual items).
Create a sense of urgency by offering the branded content or promotion for a limited time.
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APPENDIX
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Recent Video Campaigns
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Video Engagement
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Video Engagement
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Brand Dialogue
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Grow - New Customer Acquisition
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Acquire New Customers
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