2. Why are you here?
1 Because after this is a cocktail reception and I want to
rest my feet before!
Because my spouse is playing social games all
2 the time online and on mobile and I want to
figure out why!
Because I am interested in finding and
3 exploiting new performance marketing
channels!
Payment and Promotions Platform CONFIDENTIAL 1
3. How people use the internet
Payment and Promotions Platform CONFIDENTIAL 2
4. Which advertising works?
5% I am considering buying something
40% I am looking for information
25% I am interacting socially
??% I am earning my online living
Payment and Promotions Platform CONFIDENTIAL 3
5. 5%: “I am considering buying something”
Payment and Promotions Platform CONFIDENTIAL 4
6. 5%: “I am considering buying something”
SEO
Post-Transaction Marketing Vouchers
Retargeting Price Comparison
Paid Search Cashback Loyalty
Special Interest Blogs and Communities
Purchase intent is already present
High Conversion rates
Significant channel overlaps („customer journey“)
Payment and Promotions Platform CONFIDENTIAL 5
7. The 5% in Action
A customer already searching for Neckermann is less
valuable than someone who isn’t. On Google, Neckermann might
pay for customers that were already going to buy from them.
Payment and Promotions Platform CONFIDENTIAL 6
8. 40%: “I am looking for information”
Display Advertising
Contextual Advertising
Continued importance at the expense of traditional advertising (Print
and TV)
Significant purchase triggers, but not last touchpoints
Payment and Promotions Platform CONFIDENTIAL 7
9. 40%: “I am looking for information”
Display Advertising
Contextual Advertising
Realtime Bidding
Continued importance for branding and image
Growth at the expense of traditional advertising
(Print and TV)
Significant purchase triggers, but not last touchpoints
Payment and Promotions Platform CONFIDENTIAL 8
10. The 40% in Action
A customer reading about Euro Cup is not looking to purchase goods or services
Lots of noise to get message across and get desired action (click to sale)
while user consumes information.
Payment and Promotions Platform CONFIDENTIAL 9
11. 25%: “I am interacting socially”
Payment and Promotions Platform CONFIDENTIAL 10
12. 25%: “I am interacting socially”
Social Media Advertising
Viral Marketing
Fan Page Advertising
No purchase intent
Very low response rates to advertising (pub example)
Interest can be raised for trending commercial topics
Opinions are built and shared
Payment and Promotions Platform CONFIDENTIAL 11
13. “I am earning my online living”
Payment and Promotions Platform CONFIDENTIAL 12
14. Accessing the 25%!
A customer who is presented a deal from Neckermann before she
decided to purchase might decide to buy from Neckermann and do so
instead of at Zalando next time she shops for clothes
Payment and Promotions Platform CONFIDENTIAL 13
15. “I am earning my online living”
Earn-based economies
Reward-based payments
Social Game advertising
Offer users a deal for their engagement
Reach new users and create impulses for buying and interacting
Advertise where users spend more and more time
Combine large audiences and precise targeting
Payment and Promotions Platform CONFIDENTIAL 14
17. Online casual gaming is now a mainstream activity
Representative mix of age and gender Larger audiences than prime-time TV
Cityville
The Sims Social
Two and a Half Men
Adventure World
Farmville
21 Questions
NCIS: Los Angeles
Male Female Modern Family
Big Bang Theory
The Mentalist TV Shows
CSI
How I Met Your Mother Social Games
Gardens of Time
Diamond Dash
Bejeweled Blitz
Pioneer Trial
14-17 18-24 25-34 35-44 45-54 55+ Café World
0
US5audience in million 25
10 15 20 30 35
Balance of male and female users Casual gaming has become a
77% of users = eCommerce target group major leisure time activity.
Data based on Facebook statistics and Nielsen TV ratings
Payment and Promotions Platform CONFIDENTIAL 16
18. What about Europe and Facebook, specifically!
Approximately 25-50% user
penetration and growing
Payment and Promotions Platform CONFIDENTIAL 17
19. Ok but I need more stats!
References: eMarketer and Casual Gaming Association
Payment and Promotions Platform CONFIDENTIAL 18
20. And what about tablet/mobile trends?
Nearly half of EU Smartphone Users are Gamers
53%/47% Female to Male split
Game ad revenue to reach $894M by 2015
References: comScore, MobiLens,Touchstone Research
Payment and Promotions Platform CONFIDENTIAL 19
21. OK, tell me more about these earned/reward based economies!
Spend time
I want stuff for
my game!
Spend money
50,000+
virtual items sold every
second using
Facebook Credits
Engage with brands
Payment and Promotions Platform CONFIDENTIAL 2
20
22. So how does this look?
Game example: The Sims Social from
Playfish, a division of Electronic Arts
Publisher implements branded icons and
banners within games to ensure high level of
user interaction while promoting in a pay for
performance manner
Payment and Promotions Platform CONFIDENTIAL 21
23. How about a lead/registration example?
In this example: Car Town from Cie Games
Payment and Promotions Platform CONFIDENTIAL 22
24. I want to go straight to sales, ok!
In this example: Restaurant City from Playfish, a
division of Electronic Arts
Payment and Promotions Platform CONFIDENTIAL 23
25. I need to build brand awareness!
In this example: Social Girl from Crowdstar
.
Payment and Promotions Platform CONFIDENTIAL 24
26. Campaign Goal – Introduce a Product to a New Market
BRANDING +++ REACH +++ CONVERSION +++
Lead users to the desired conversion
through interactions with your brand.
1. Reward a smaller amount of credit for a series of videos and questions
2. Reward a larger amount of credits for subscription to the service
Payment and Promotions Platform CONFIDENTIAL 25
27. Get Creative!
Clinique promotes new product lines by asking
users to share success stories.
Unilever helps users find their “heart age”
Payment and Promotions Platform CONFIDENTIAL 26
28. Brands getting feedback from the public
Companies can perform market research, accessing their target
demographic and achieving a statistically significant sample.
Payment and Promotions Platform CONFIDENTIAL 27
29. Brands as part of the experience
Brand Interaction becomes
part of the game
Brand Interaction provides
game play benefit
Payment and Promotions Platform CONFIDENTIAL 28
30. Brands as part of the experience
Payment and Promotions Platform CONFIDENTIAL 29
31. Getting attention in store!
100K in Farmcash redeemed in 6 weeks
Seen in Target stores nationwide
100K in Farmcash redeemed in 6 weeks
13MM users downloaded songs
Payment and Promotions Platform CONFIDENTIAL 30
32. How does this look on Mobile?
Entry Point OfferWall Offer Detail Completing offer
Get Kicks for FREE Get Kicks for FREE Get Kicks for FREE
3 Kicks
160 Kicks
90 Kicks
50 Kicks
250 Kicks
Variable
Payment and Promotions Platform CONFIDENTIAL 31
33. Rewards are now not just about games!
Payment and Promotions Platform CONFIDENTIAL 32
34. Conclusion
1 Don’t stop pulling, BUT evaluate pushing to gain new
customers in an efficient performance manner.
2 Get creative with campaign types to engage
audience.
3 Work closely with your reward economy
publisher partner to measure customer quality.
Payment and Promotions Platform CONFIDENTIAL 33
35. Thanks
Robert Schneider
Head of TrialPay Europe
Sophienstraße 33A
10178 Berlin
Germany
office: +49 30 28879641
mobile: +49 174 3338853
skype: robertschneidertp
e-mail: robert@trialpay.com
website: www.trialpay.com
Peter Wexler
Senior Director of Strategic Partnerships
303 Bryan Street – Floor 2
Mountain View, CA 94041
USA
office: 1.650.318.2602
mobile: 1.617.290.8668
skype: peter.wexler
e-mail: peter@trialpay.com
website: www.trialpay.com
Payment and Promotions Platform CONFIDENTIAL 34
Editor's Notes
PETE
PETE
PETE
The Internet has become freemiumAirline exampleTons of free services which get you from A to B
Just like earning airline miles – you can sit in economy with everybody else, pay to sit in business, or use your bonus from another purchase to upgrade