analysis of advetising opportunities within social gaming with rockyou at social media world forum
DESCRIPTION
Gillies Storme, Head of EMEA Advertising Sales at Rock you speaks at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).TRANSCRIPT
RockYouSocial Brand Engagement
@gillesstorme
RockYou Overview
What is RockYou?
• Leading Publisher of Social Games
• Innovative Social Media Ad Solutions
Worldwide Reach:
• 200 Million monthly unique visitors worldwide
• 15 Billion monthly global impressions.
Social Game Studios
• RockYou, Redwood City, CA
• Loot Drop, San Mateo, CA
• Playdemic, UK
• RockYou Asia
Total Audience 168m 12.7%
Female 18+ 80m 48.0% 110Female 15-24 35m 164Female 25-34 20m 101Female 35-44 17m 105Female 45-54 12m 107
Male 18+ 68m 40.3% 78Male 15-24 33m 137Male 25-34 18m 78Male 35-44 13m 67
Total Uniques % Reach %Comp Index
Not just pimply teenagers!
Source: comScore Media Metrix Multi-Country Key Measures – December 2010
How Many?
They Love It!
• 95% of social gamers play multiple times per week
• 61% of social gaming sessions last more than 30 minutes
• More than 50% of Social Networkers log-in just to play a social game
% of Facebook Users Playing Games
53%
Source: TNS, “Digital Life,” 10/10/10
Which Games?
Source: www.appdata.com/
Social games:
Web-based games/apps
Turn-based
Easy to play
Similar to casual games
integrate the community-
based attributes of social
networks.
Revenue
Successful Ad Solutions
Measurable
Engaged audience
Engaging and impactful solutions
Scalable
Targetable
Standard formats
Safe context: no UGC
Talkability/PR
Social Games Media Planning Model
Build
Integrate/sponsor
Recruit
Video
Display
Level of engagement
Audience Reach
Display: CPM, CPC, CPA
Facebook Ads
Games Space
Roadblocks
Apps/Games Installs: CPI
Facebook Like Driver: CPL, CPC
Video Advertising: CPM, CPV, CPE, CPCV
In-banner, pre-load, in-game
Expandable
Companion banner
Clickable
Sharable
Virality/Sharability
Trang posted the Lego Universe video.
2. User posts video on their wall1. User views video
3. Post appears on users’ profile
SHARE THIS VIDEO
Lead Generation / Offers Walls: CPA
Integration/Sponsorship
Integration/Sponsorship
On-line/off-line Partnerships
Branded Games
But…
“The secret is respecting the consumer.
You are interrupting their life.
All advertising is unwanted, so if you’re going to
crash the party, bring some champagne with you.”
Bob Thacker, senior VP-marketing and advertising at OfficeMax
Potlatch Ceremonies
“a gift economy is a society where valuable goods and services are regularly given without any explicit
agreement for immediate or future rewards”
Kwakwaka'wakw people
New Social Games Media Planning Model
Build
Integrate
Recruit
Video
Display
Level of engagement
Audience Reach
New Engagement Solutions
Engagement at Scale
User Plays Social Game
Users Clicks Deal Button
User Sees Deal Pop-Up
User Completes Brand Engagement
User Receives In-Game Reward
Engagement Solutions: CPE
How it works:
Brands Only Pay
per
Engagement!
“a special offer embedded inside a social game that lets users engage with a
brand advertisement in exchange for moving forward in the game”
Video Engagements
Branded Mini Games
Features:
• A Custom Flash Mini-Game with Full-Tracking Capabilities
• Truly Integrated Branding
Benefits:
• An Immersive and Interactive User Experience
• An Authentic Engagement with Your Brand
Sponsored goods
RockYouSocial Brand Engagement
Thank you