DCMN on why mobile game TV advertising is something for everyone

[Music] hey guys this is James here from papa gamer connect 2017 in London I am getting up close and extremely personal with Andreas and Julian from DC MN guys what is the company what is it you guys do want to go it sure so bpmn was actually born in 2010 and we are media agency based in Berlin Germany with a quite national set up so we grow pretty fast we started out with four people back in 2010 now we are pretty much round about a hundred spread globally since lovely 101 so we have offices in Berlin in San Francisco Paris in London and in Bangalore in India so our focus is actually to go Broder and cover more and more markets and be present in those markets as well and the DNA where we

come from is definitely TV advertisement campaigns so we are focused on performance TV advertisement and definitely all over Europe is our core markets we cover North America we cover India we cover a couple of the Latin American countries and what we do we use TV too first of all people know it originally as a branding tool we use it more like a performance so of course you have that burning attack a lot of guys meet it especially a lot of games that come new onto the market smaller brands and so we use TV to first of all push that effect but in the end to generate installs lets the major effects that we are looking for in TV campaign one of the things I've spoken to people about when they're talking about TV advertising it can be quite difficult to track to determine exactly what results you're getting off of the back of it how do you guys especially now that a lot of systems are offering their own kind of client base you can go into the backend you control everything yourself there's

a lot of focus on that now how does your system work and how do you track the progress and the effectiveness of what you do so we have our own in-house checking tool that we use to track the campaigns and what we actually do we go completely on the organic traffic that's where we can measure that's what its most honest and most transparent to the clients in so in the end we look at the campaign's before we do TV advertisement see what kind of baseline we have how many installs the client is actually generating before we start eV and then afterwards we measure the organic uplift on a spot to spot basis and also on the whole campaign basis and that way we can pretty accurately say the amount of insults you generate it on top and break it down to pretty much any KPI you guys are the gaming claims are looking for okay do you think there's a lot of advertising now is about tailoring the advertising not just for the game to the audience that game is looking for is TV

advertising for everyone or have you found that using other things like you know in video asked or just straight push ads and other games that are online what the best was how do you find the best result for the right climate go we actually do see that TV is right now something for everyone especially with the results which we which we generate in the last couple of months years because it becomes more and more difficult for all the games developer to acquire users for a decent CGI and with TV they can achieve quite quite low results in terms of CPI and also what we see that the engagement in terms of the user quality is much higher compared to two other marketing channels which you use its small as similar or even better compared to facebook or to google so we do see that users are paying or spending even quicker money in the game and they

are staying more along are active in the game so that's why we believe that TV is a very very interesting channel for everyone even though it is a little bit more expensive in the beginning because you have to to commit to a certain amount because otherwise we we see that the pressure of the best campaign is missing and then the results are not as good as as affected but yet the n term results are very very good and compared to other marketing channels yeah very very low in terms of Mercy guys I see is there any concern especially with the move away from terrestrial television and people are now spending so much time already online with netflix or amazon prime or some streaming services a lot of which don't actually contain advertising in love themselves that way that people are moving away from appointment television as its referred to have you noticed that any effect or any effect on your

advertising campaigns because of that or has it been a kind of because it's relatively new for games advertising on television has it all kind of trended upward to be honest right up until now we were kind of worries when the whole amazon prime and netflix wave started but in terms of KPIs and outcome of TV campaigns and the context that we generate we actually see no difference whatsoever to before the wave started it's actually still a lot of people watch TV consume TV and actually engaged in games on the side and use the second screen so that trend is still there and it's still growing so yeah for us luckily we didn't see any effects of us saying otherwise and that's right we just had a look last week on the numbers for Germany they were just released in terms of how many minutes the German population spent on watching TV for 2016 and it's still if i'm not mistaken 449

minutes so there was no change compared to 2015 so even though this number is completely stable and we see that trend is also for the other countries so there's no change so far in terms of that people are watching less TV because they're spending more TV into netflix amazon or whatever ok and for a company like yourself we're here at papa gamer connect why do you come to an event like this what's the benefit for you what are you looking to get out of being here is it for the talk so you looking to connect with specific individuals well what's the angle and the pocket email is very interesting for us because it's definitely wants to get more into the UK market because we have a couple of UK clients but we definitely want to grow in that sense and London is definitely a good term for that kind of environment we meet a lot of new people right here it's not only British clients is also a lot of guys from India coming year and Asian clients so it's very broad you have a lot of good panels and talk which is quite

interesting for us of course our panel to push our name out there to be honest which will be upon you to be able to see your talk online by the way very nice is your whole thing he will be visible quite a couple of times on the web page and and yet the whole environment and meeting a couple of potential times and also more the edge with our current clients so and we thought that the poker game i connect as cause yet it is actually as like a great scenery it's like a good foundation that's a lot of people's a lot of great clients and yeah it seems very good so far buzz and in terms of this year we're just coming out of what has been so a lot of people quite a tumultuous here let's say for various reasons what's your focus on in 2017 if you guys have big plans for the upcoming year or you're going on so this year we will focus even more on on the gaming industry so DC men original

started like Julian explained in the beginning a little bit with original traditionally e-commerce companies and since now roughly two years they are doing what we are doing more and more TV company also for gaming companies and as we said we see that the results are very good and also the development which we did last year which was a great year for these men also terms of games because we did our yeah first a major TV spot shoot to get a real extech and also together with Bastian Schweinsteiger which is or was one of the famous national soccer player and we see that a trend especially for games coming into TV is it isn't breathing even more and more and that's why for fastest here the whole gaming industry is yeah very important and we

want to try to be yeah at conferences as much as possible where we believe that it makes sense for us to be there because we know we can meet existing clients but we also can can get a lot of new potential new clients who are might interesting in doing TV with us watch it okay well that's the best of luck with that and have a good 2017 and you penny wants to find out how to get in touch the clients who find the links below the video [Music]