Boost Your Game Promotion With Twitter
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Marius Ivanovas, Head of Global Performance Division, Httpool Amplify user acquisition and retention with Twitter. Performance based platform insights that will help to boost your results. Case-studies and examples.
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Boost Your Game Promotion With Twitter
- 3. Twitter is what’s happening in the world and what people are talking about right now.
- 4. Daily Active Users Daily Active Users Q2'16 Q3'16 Q4'16 Q1'17 Q2'17 Q3'17 +5% +7% +11% +14% +12% +14%
- 5. Ad Engagements +95% Sources: Internal Data, Q3 2017 YoY data
- 6. Year over year decline in pricing 57% decrease in CPVs (MRC) 53% decrease in CPMs Sources: Internal Data, Q3 2017 YoY data
- 7. Source — Twitter Internal Data, 2017 people on Twitter and across thousands of apps on the Twitter Audience Platform
- 8. Source - Firefish + NeuroInsight, Discovery Mindset Research (UK), 2016 People on Twitter are more likely to remember your ad by
- 9. Compared to Facebook, users intuitively see Twitter as more… Stimulating +18% % of users in intuitive agreement, Twitter vs. Facebook Source: “Why Twitter?” Competitive Platform Study, Kantar Millward Brown, March 2017 Influential +20% Discovery Oriented +20% Premium +17%
- 10. Twitter influences purchase decisions more than other platforms % of US Internet users indicating influence of platform on household product purchases 89% 89% 86% 78% Twitter Instagram YouTube Facebook Source: gen.video and Geometry Globall, “The Influence of Influencers” April 2017; Ages 18+; responses of “extremeley influential” and “very influential”
- 11. 59% have installed an app within the last month 52% more likely to make an in-app purchase Source — Global Web Index, Q1 2017 , Research Nov 2016 Twitter users are eager to discover & engage
- 12. #Gamer The gaming audience on Twitter
- 13. SOURCE | Nielsen Twitter Deep Dive 2015, USA the audience size of the NHL 3.1x Gaming is the Top Entertainment Category on Twitter. Source — Internal data, US Confidential Active Gaming Audience 25M the audience size of the NFL 1.2x
- 14. SOURCE | Nielsen Twitter Deep Dive 2015, USA more likely to Tweet video, music, and other media vs. the Twitter average user 8x of Gaming followers are on Twitter daily 62% Gaming Audience on Twitter are power users access Twitter on a mobile device 80% Source — Nielsen Twitter Deep Dive 2015, USA Confidential
- 15. Reach an influential audience Source — 1. Nielsen Consumer Deep Dive, 2015; 2. ComScore, June 2016 Of A25-34 who make $100K+ are on Twitter2 Of Twitter users are early adopters - twice as many as non-Twitter users1 53 80 PercentPercent
- 16. Types of games played % 10% 20% 30% 40% Mobile app gaming (ex: Angry birds, Clash of clans, CandyCrush Saga...) Patience game - Puzzles (ex: Klondike, Tetris, CandyCrush, ...) Action-Adventure (ex: Assassin's Creed, God of Wad, Uncharted) Games available on social networks (Candy crush in Facebook...) Sports (ex: Madden NFL, FIFA, etc.) Platform (ex: Super Mario, ...) Racing (ex: Gran Tourismo, Need for Speed, etc.) Open World (ex: GTA, Red Dead Redemption, etc.) Wargames (ex: Halo, Call of Duty, Gears of War, etc.) Role playing game - RPG (ex: Final Fantasy, Skyrim, Witcher, Dragon… Group-Party games (ex: Wii Sports, Mario Party, etc.) Fighting (ex: Street Fighter, Tekken, Dead or Alive, etc.) Strategy - Real time Strategy (ex: Warcraft, Civilization, Command &… Coaching (ex: Wii Fit, Brain training, Dr Kawashima ...) Musical (ex: Singstar, Guitar Hero, etc.) Multiplayer online battle arena (MOBA) (ex: League of Legends, DOTA,… Hack 'n' slash - Dungeon crawling (ex: Diablo, Torch Light, etc.) Twitter Gamers outperform overall Gamers in almost all categories Twitter Users & Gamers Gamers Source | Lightspeed “Gaming on Twitter” December 2016 — Bases: 704 Online population (including 507 Gamers) & 735 users of Twitter (including 642 Gamers) - France
- 17. Downloaded games on average per year (on smartphones or tablets) 9.1 vs. 6.0 17% 21% 54% 9% 16% 65% % 20% 40% 60% 80% More than 10 games 6 to 10 games 1 to 5 games Number of games downloaded on smartphones / tablets They download more app games Twitter Users & Gamers Gamers Source | Lightspeed “Gaming on Twitter” December 2016 — Bases: Use smartphone gaming apps - 341 Gamers & 494 Gamers users of Twitter France
- 18. They spend more 20% 6% 7% 11% 5% 3% % 10% 20% 30% 1 € to 20 € 21 € to 50 € More than 50 € Yearly budget for app games (smartphone/tablets) spent yearly (on av.) on gaming apps on smartphone/tablets 17€ vs. 9€ Twitter Users & Gamers Gamers Source | Lightspeed “Gaming on Twitter” December 2016 — Bases: Use smartphone gaming apps - 341 Gamers & 494 Gamers users of Twitter France
- 19. TOP 20 APPS - 30 DAYS + 4 4 M T W E E T S Source | Crimson Hexagon
- 20. SOURCE | Twitter internal, 2016 CONVERSATION INSTALLS Runtastic Neko Atsume Candy Crush SodaAngry Birds 2
- 22. #SB49 BROADCAST W INDOW CLASH OF CLANS AD AIRS THERE WERE 240K TWEETS AND 26M IMPRESSIONS ABOUT CLASH OF CLANS ON THE DAY OF THE SUPER BOWL Source | Twitter Internal Data
- 24. Create awareness Convert our high-value app audience into installs Re-engage your existing users to build loyalty 1 2 3 RETENTION ACQUISITION Address the full customer journey
- 25. Awareness
- 26. vv Tweet YouTube @YouTube Find the right soundtrack for the real you. Get the new app: goo.gl/YmAVvE #YouTubeMusic First View Premium placement for Promoted Video at top of users’ timelines Generate unprecedented awareness for your brand with massive audience reach Promoted Video displays at the top of users’ timelines 7:14 AM Promoted 1.1K 5.8K Erica Haile @ericahaile 2 19
- 27. Source: Internal Twitter Data, Aug 2017 Total Video Views Per Day 2X growth in the past 12 months
- 28. Conversational Unlock Card vv Tweet Drive conversation and engagement with your content
- 29. City Superheros @CitySuperheroes Your city is in danger! Who do you call on to help save it? Promoted Tweet #DaringDan Tweet #BraveBritney 0:03 When my @CitySuperheroes city is in danger, I call #BraveBritney to save it. Who do you call? http://link.to/adunit Brooke Burdge @brookeburdge Tweet #DaringDan Tweet #BraveBritney 0:03 Brooke Burdge @brookeburdge When my @CitySuperheroes city is in danger, I call #BraveBritney to save it. Who do you call? Tweet #FearlessFrank Tweet #FearlessFrank Conversational ads Combine video with the power of word-of-mouth to encourage sharing 1. Promoted Tweet appears in Timeline 2. “Click to Tweet” launches pre-populated Tweet 3. Tweet shared in Timeline, extending reach
- 30. #Experiences Showcase Reminders Retweet to Redeem Text & Image Overlay
- 31. Acquisition
- 32. 33 Reach valuable audiences using real-time intent data and targeting signals Handle Keyword Overlay with Interest Behavior LookalikesTailored audiences Wifi-only Granular geo-targeting Language Gender Age Twitter
- 33. PEOPLE ON TWITTER Matched Audience on Twitter CRM audience or web visitors Total Potential Audience Tailored Audiences • Retarget both on Twitter and on the Twitter Audience Platform Matched Audience on Twitter Audience Platform
- 34. Attract engaged audiences on the Twitter app with image and video creatives Twitter 4:12 PM Home The Barista Bar @BaristaBar • 1m The 1:91 aspect ratio app card will look like this! Promoted The Great Coffee App App Store 1.91:1 Image App Card Install 1:1 Image App Card 4:12 PM Home The Barista Bar @BaristaBar • 1m The 1:1 aspect ratio app card will look like this! Promoted The Great Coffee App App Store Install 16:9 Video App Card 4:12 PM Home The Barista Bar @BaristaBar • 1m The 16:9 video app card will look like this! Promoted The Great Coffee App App Store Install 1:1 Video App Card 4:12 PM Home The Barista Bar @BaristaBar • 1m The 1:1 video app card will look like this! Promoted The Great Coffee App App Store Install
- 35. Old Video App Card experience Video ad click —> fullscreen modal with video —> app store 1x1 Image Aspect Ratio 1 2 3
- 36. Improve CTR and deliver a more seamless experience with the new Video App Card (iOS) Upcoming experience: video ad click —> videos plays while docked on top and user is able to download the app directly from the app store on the bottom 1 2
- 37. Improve CTR and deliver a more seamless experience with the new Video App Card (Android) Upcoming experience: video ad click —> videos plays while docked on top and user is taken to the app store for download once Install is clicked 1 2
- 38. New ways to engage with your audience MAP CAROUSEL
- 39. Expand scale by extending campaigns across thousands of apps on the Twitter Audience Platform (TAP)
- 40. Twitter Audience Platform Seamlessly run ads across a variety of formats on TAP 4:12 PM Home The Barista Bar @BaristaBar • 1m The 1:1 aspect ratio app card will look like this! Promoted The Great Coffee App App Store Image App Card 1:1 aspect ratio Install 320x50 Banner 320x480 Full 480x320 Full Landscape Multiple Native 300x250 Medium Rectangle
- 41. Retention
- 42. Source — The AppsFlyer Performance Index MWC 2017 Edition TWITTER RANKS HIGH ON RETENTION Universal Ranking Cross-platform, global Gaming (Android) Global Non-Gaming (Android) Global Non-Gaming (iOS) Global
- 43. 0% 4,5% 9% 13,5% 18% 22,5% Games E-commerce Entertainment Lifestyle Social Travel Utilities 16.3% Android iOS 14.8% 11.0% 11.8% 8.9% 8.3% 11.2% 12.9% 17.5% 13.7% 7.0% 8.9% 10.5% 14.5% Maximize lifetime value % of active users 7 days post-install, by app category Source — Adjust, Mobile Benchmarks
- 44. RE-ENGAGEMENT OPPORTUNITIES Segment your users to increase yield APP INSTALL APP OPEN ENGAGERS REGISTRATION PAGE VISIT 1 DAY 7 DAYS 14 DAYS LISTINGLOGIN Isolate users that demonstrates interest to the tweet but never actually converted PURCHASE Install is strong but not enough to secure the user, we need to re-expose user who installed the app but never actually opened it (“4th screen syndrome”) Detect power users of our app, either they registered on the app or not, and use those audiences to target them with specific offers Identify App Open and even go beyond, by targeting people after they register within the app but didn’t open the app in the last 7 days
- 45. Flexible Tailored Audiences INTRODUCE FREQUENCY AND BOOLEAN LOGIC TO YOUR AUDIENCES Set up from the Audience Manager section of your Ads account BUILD YOUR AUDIENCE TO INCLUDE USERS Events Frequency AND OR Statements
- 46. TWITTER NATIVE TWITTER AUDIENCE PLATFORM REACH Dungeon Boss (369) Take on the new CHALLENGE MODE and earn a brand new Hero! Re-engage your audience at scale 4:13 PM Take on the new CHALLENGE MODE and earn a brand new Hero! Dungeon Boss @DungeonBossGame Dungeon Boss App Store Play Now369 ratings Hot yoga class, catching up on @Suits_USA, & new scented candles… perfect way to end the week! #MyKindOfFriday Alyssa Uchi @AlyssaUchi 34s Promoted 137 380 Play Now
- 47. Takeaways
- 48. 49 Why partner with Twitter Increase retention rate and LTV by targeting receptive audiences who are in a discovery mindset Influence decision-making throughout the holiday season and into the new year Powerful targeting including interests and keywords to reach your most valuable audiences