tv advertising in the competitive user acquisition landscape - tomer shabtay, plarium
TRANSCRIPT
TV advertising -In the competitive user
acquisition landscapeTomer Shabtay
Head of Web Unit
Who we are
Plarium Global is one of the world’s fastest growing developers of mobile, social and web-based games with over 250 million users worldwide
Founded in
2009
HQ in
Israel
8Offices & Development StudiosAcross Europe and the US
The benefits of TV Advertising- Drivers & Incentives
2015 - Q1 2015-Q2 2015- Q3 2015- Q4 2016-Q1 2016-Q2 2016- Q3$0
$2
$4
$6
$8
FB- CPM
Challenge – CPI/ CPM have been going upCPM has doubled within less than 2 years
Info: Plarium’s Adv.
Challenge – Limited Advertising sources65% of the expenses on both Video & social
35%
30%
23%
5%2%
Video Social Display Search Native Info: Plarium’s Adv.
Challenge – User Attention73% of US Smartphone users download less than 2 apps per month
0
1
2
3
4
5--7
8+
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
49%
13%
11%
8%
6%
7%
6%
Info: ComScore
Challenge – Mobile Ad blocking+16% of the world’s 1.9 billion smartphones use an Ad blocking browser feature
2015-Q1 2015-Q2 2015- Q3 2015- Q4 2016-Q1 2016-Q2 -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
145,000,000 175,000,000
198,000,000
244,000,000 275,000,000
298,000,000 Mobile Ad-blocking Devices
Mobile Adblocking Devices Linear (Mobile Adblocking Devices)Info: Starcounter
TV – Misconceptions
Can’t Optimiz
e
ROI
can’t be
measure
d
Misconceptions
Expensive Video production
People don’t watch TV
Multi Millions Big companies
12
34
SelectiveChannel, Show,
Time Direct ResponseRemnants:
Channel, Time Programmatic
Real Time bidding
CPIRemaining
undesirable time slots
TV AdvertisingBuying Options
Plarium – Case Study
TV Campaign INFO
• Game: Vikings war of Clans
• Dates: Sep 23rd – Oct 16th
• Geo – US market
• Method – Direct response & High amounts of spots
• Video length: 30 sec & 15 sec.
ADULT SWIMAHC
Comedy CentralDIRECT TV
ESPNESPN News
ESPN2ESPNU
FOX SPORTS 1FOX SPORTS 2
FXxIFC
MHCMSNBCNBA-TV
NBC SPORTSNFL Network
SEC COLLEGE CONFSMTHSpike
SUNDANCETurner Network
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%4 %
3.5%2.5%
7%9%
6.5%4%
1.5%8.5%
2.5%1%
3%0.5%
2%2.5%
9%8%
2%3%
16 %1%
3%
Channels:22 Spots: 1700
TV AdvertisingMedia Plan- Spots Share
Results
Results - Registrations Added Registrations: ↑ 87%
10/09/2016 20/09/2016 30/09/2016 10/10/2016 20/10/2016 30/10/20160
2000
4000
6000
8000
0
25,000
50,000
75,000
Added Regs Registrations
Results - Reactivation Added Reactivation: ↑ 30%
10.9.16 20.9.16 30.9.16 10.10.16 20.10.16 30.10.160
200
400
600
800
0
1000
2000
3000
4000
Added Reactivations Reactivations
10.9.16 20.9.16 30.9.16 10.10.16 20.10.16 30.10.160
100
200
300
400
0
500
1,000
1,500
2,000
2,500
Added New Depositors
Results - New Depositors Added Depositors: ↑ 36%
10.9.16 20.9.16 30.9.16 10.10.16 20.10.16 30.10.160
1,500
3,000
4,500
6,000
7,500
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
regs D7
RESULTS- RetentionD7R: No change, despite the huge increase of registrations
Results – TV Spots & Registrations
10.9.16 20.9.16 30.9.16 10.10.160
20
40
60
80
100
120
140
160
180
0
500
1000
1500
2000
2500
3000
3500
TV Spots Regs
High Correlation between Spots Count & Registrations
TV AdvertisingOptimization
LearningTV Channels
Weekdays & Dayparts
Spots count &Seasonality
Creative & TV Ad length
Difficult to quantify
Takes time to Optimize High costs
Not a stand-alone measureCons
TV Advertising
New Audience
Awareness
Enhance the Adv. Strategy
High prices on Digital
Pros
THANK YOU!