How to monetise with Facebook Audience Network

[Music] good morning again and Alessio I'm a partner manager in Facebook gaming so I help companies like yours in scaling and growing in our platforms on the UA standpoint so sharing some UA tips and tricks and so what do we do with all the users that luckily with my work you get into your app well bands team is the one that helps you monetize those users and today we're gonna drive you to from some best practices in terms of you a monetization first of all I wanted to mention that we have a bowl at the entrance if you want to drop your business card there you have a chance to win an amazing swag and then you have a chance to talk with us as well so I think it's cool but let's start so first

of all as I said we're talking we will talk about some ua best practices and monetization best practices but also how as Facebook we're building the we're giving you the power to people and to gamers to build the world's biggest gaming community and also on the audience network side how we empowering publishers to get in touch to connect with these people with these gamers but first of all let me introduce ourselves so we're Facebook where Facebook is the place to launch and grow your your mobile game first of all because we develop solutions that help you uniquely discover this desire through connecting you with this gamers community when you're partnering with us you're not only partnering with the blue app so 2.2 billion users of Facebook but also with Instagram 1 billion users messenger 1.3 billion users and audience network with ads 1 billion users on top of that so is the place to scale where you can find the scale you need to grow your app and you can do this by these

people using the gamers in a very innovative and personalized way we'll see how with the different optimization solutions so but how do we do this how do we think when we develop our products and this is mainly what I'm gonna drive you through today when we think about the solution the development of some view a solutions we think about what kind of question are they answering or better what kind of zone what kind of stage is the game is the game at in an ideal scenario here you see how we think about the game lifecycle you're for the example for the time being only on a in-app purchase based game and the strategic focus of each and every stage is different I'm not the one to tell you that the strategic focus for software and so the testing mindset testing everything and finding the perfect combination of optimization targeting measurement in the soft launch and dance that is different than the global watch would if

you see here under the under the graph there's some acronyms and if you work with me you know that I use them a lot so Mei roa ovo very weird what are they well these are this is the core of our UA solutions you see them here and they're all different in a way that they all they all help you looking for different gamers so for example the mobile app install is the product that is allowing hyper casual companies to reach twenty first twenty cents just to get those users but if you want maybe retain users you don't want just one users don't just want installs but you want retain users retention optimization is the technology that helps you deliver the ads to the people that are more likely either to beat for it to do something in your app just like in the example of a patent optimization where you're not only choosing where to show the hat to but also they want to you want them to do some specific action inside the app for example purchase the same thing for value of limitation so if

you're looking for not only purchasers but whales you know that's the solution you will be looking forward to but targeting optimization is just one of the many questions that you need to ask yourself to develop a comprehensive and solid strategy you a strategy where do I want Matt to appeared where only to it I only want it to appear on Facebook or on Instagram what's the combination of different placements how do I measure the success so what is the framework what we talked about the solid framework for measuring the success who do I want see my ad would we about targeting and optimization these are a lot of other questions you can also accent to me later I'll be around so feel free to pop by and police question is how do i monetize my game so how do we make sure that all these users are actually worth it and here's been that will drive us to the monetization bit thanks Alessio clever will hear me yep thanks very much for coming today it's

real pleasure to talk at a conference I'm Ben Atherton I run publisher SMB for Amir for face book that means I work almost exclusively with gaming publishers day-to-day and they're our core focus and so I wanted to start just by telling you a little bit about where we came from what our history is so audience network is pretty new compared to a lot of the competitors in the monetization space and in the demand space it was launched at f8 in 2014 it was launched for apps first and since then we've expanded across other platforms and we've expanded into other formats as well what's important to know I think about audience network is how we're actually built and how it engineered as a company so first and foremost we're engineered for advertiser value so it's our belief that if you keep advertisers happy by definition you are going to keep users happy and you're gonna keep public to work how it works is if we are creating the right kinds of

formats and for advertisers if we are creating the right kinds of experiences in app for the user base if we are building the right kind of demand matching engines so placing the right kind of advertising in front of the right users at a relevant time within the app what we're effectively creating is a really powerful value exchange between this Trinity of stakeholders in the gaming industry in the end what we care about is building that value exchange so players get the better experiences the advertisers have a really strong new channel - which - in this case often installed their games and publishers then by definition will benefit through monetization so if you think about what that means in terms of benefits to publishers so we work with a torso and the long tail in my team in particular and a lot of developers in that space aren't necessarily you a experts or monitors

expert monetization experts they wear multiple hats they're in development they're in management they're in user acquisition as I said and they're also an admin and making sure the company runs as smoothly as possible the critical benefits that we bring to the table is we have a really deep demand pool it's quite possibly the largest and deepest demand pool out there with millions of advertisers worldwide users for your apps and we also have best-in-class fill rates and CPMs particularly in rewarded video I'm going to talk about that in a wee while I don't know if Nate from Calibri is here this morning but we have a case study video case study we're going to show in a second and of course we only serve high quality targeted ads we know that quality is very important in this space for your user basis and we have a deep pool of quality artists so in 2017 I don't have a 2018 number because we're still working working it out but in 2017

we paid 3.2 billion out to publishers so that's really a testament to how seriously we take this space you know we are built to support and publish your ecosystem and particularly exciting and gaming where we feel we can make a significant effect on the growth and monetization of your businesses we have a number of solutions for app publishers gaming solutions formats I don't know if anyone saw the presentation at 10 o'clock this morning from joy about instant games if you didn't I suggest you find her we have 1.3 billion users on messenger of those a large chunk are now using HTML games html5 games which we call instant games we have some very interesting optimization tools price targets I'll talk about in a little bit that's very different to what the competition does and it maximizes your value per impression on a per CPM basis bidding I don't know how many people in the audience are interested in bidding today but we see bidding as a big bet

for 2019 as a way to make the market more transparent and more fair and again to allow the publishers to maximize their revenue per impression that they request from demand sources we'll talk about MoMA which is our analytics console and we'll talk about quality control so first of all in gaming it's probably no surprise for you guys to understand that gaming is probably where we have this amazing product market fit between advertising and users where users totally accept that in order to play a free game advertising is the model by which they can play that game and we know also that relevant ads drive engagement in revenue and this is where the depth of the Facebook demand pool becomes so important we only match versus our own users so if you send this in a request we will not send you back an ad unless that matches with a Facebook user and this is a critical benefit to publishers because we have a deep set of data on that user we can use

to match that user type from our very deep demand pool obviously we have a full suite of formats I just want to get on to case studies now because I think that's where it's possibly most interesting in terms of building bringing to life what we do so a couple of rewarded video case studies here from play Rix and it's pretty simple the range here in terms of the increase of CPMs is between 20 and 80 percent I don't think it's a secret to say to everybody in the room that generally speaking our publishers tell us that we are number one in the waterfall when it comes to rewarded video and we can substantially outperform other networks most of the time obviously that isn't true for every single product at all at the time but based on what we see that's true across the board for most of our publishers I also wanted to introduce as sort of slightly more in-depth case study this is from Calibri games I don't know if everyone's familiar with Calibri they are a Berlin based studio they have

a large and growing portfolio again they implemented a very interesting optimization model with us last year and that's what we call the sandwich or the lasagna several filament familiar with the sandwich in lasagna yeah so that's when you have a slew of demand sources you might have 10 to 12 demand sources and you put one particular demand source in multiple places on the waterfall so Facebook for example was in first place in several other places 10 to 12 done that demand places now what does that do what that does is overall it maximizes your value per impression so you can set a very high bar for the top to 3% of your users it's not uncommon to hit a 3 figure CPM in some cases and then you set other bars to make sure that you're matching your user cohorts with the CPMs that typically demand sources will play so I'm just going to click on to the colibri case study now and hopefully the

audio will play thank you and Nate who's the VP that can tell you ball collie Brie games is a game studio based in Berlin we want to be the number one player driven idle games developer in the world our customers can't get enough of rewarded video ads they are resonating extremely well with the players our optimization strategy has been multiple CPM targets within our waterfall since implementing the audience network we've doubled our revenue and the CPM that we get from Facebook are above and beyond all of the other networks okay thanks Nate here's here today so you can ask him in a flash if you do come across him somewhere in the building it's a bit of a warrant so it might be difficult obviously we also support multiple other formats we have a case study here from game/show where they saw higher ECM and agreed to increase in fill again increasing their revenue on a per impression but instant

games I mentioned just earlier on if you can find joy mary ivanovich mariana which she is here again she can tell you about our html5 games platform what I know in our portfolio publishers is that over 40% of all our publishers for monetizing with Facebook today in aamir also have at least one instant game on the messenger platform so as Alessio said earlier you know do come and find us afterwards if you want to talk a little bit more about that bidding we've heard a lot about bidding in the last 12 months this is a major project for facebook we believe that bidding is the way to build and transparency into the market obviously I think everybody in the room knows what bidding is but just for the sake of explaining it the bidding differs from the waterfall in that you send requests in on a simultaneous basis and you get demand sources replying to you on a on a you know very low latency typically within 120 to 200 milliseconds that allows you to then understand which of those demand source is going to is going to pay the most for that particular

request for that particular user so what we've seen in bidding is we've seen a significant uplift for all the publishers that we've trialed and rolled out bidding for in 2018 here's one from tail firm where they saw a 20% increase in implementing the Facebook bidding solution across all their demand sources this is not uncommon by any means we're seeing these kind of figures you also have a guest today from Green Panda games but you might want to seek him out his name Shreyas he implemented bidding last year we saw a significant increase in opt out for him across a multitude of his games and purely buying for him to implementing the Facebook killer solution and then quality I think as Facebook is very important that we get to talk about quality it's something we take extremely seriously we only deliver with first party demand we have strict policies policies with multi-point monitoring no third party services servers all add craters are pre-loaded

and served by Facebook servers returning ads with low latency there's no domain spoofing and we hand create video hats so we put a huge amount of resources into this space to make sure we're doing our bit to drive quality in this place and the other thing to say here is if you get an ad from Facebook it generally tends to be pretty high quality in terms of the ad and what we do know from publishers on an anecdotal basis is they like to have high quality ads in their apps which obviously makes a lot of sense getting started is really easy you can just go to the audience network site or you can come and talk to us there's actually quite a few Facebook people here today I can see a few dotted around the room it's great to have everybody here and please just ask us how we get started how you get started on the platform and we'd be very happy to help you and just you know think about monetization early it's quite an obvious thing to say but what we see is that very successful publishers are once you've thought about how you integrate that into the first interstitial or that first order video and how that fits with your gameplay and

whether you're if you even if you're not a hundred percent ia how you move from I AP and - I am think carefully about we have a bunch of analytics and optimization tools this is what monetization manager looks like you can see up-to-date data on how your app is performing all your family of apps performing and then we have a product called CPM target so what CPM targets does is instead of having a floor on your CPM and you send in a request and say I want to reward a video at $15 + or $20 Plus that means for most demand sources you're going to reject bids at $14.99 or you do reject bids at $19.99 what we do is we look at bids in the aggregate so we take a greater percentage of bids in and around that price target level of $20 that you set if it's $20 and what that does is it enables us to fill more of those requests at that level and increase your overall yield

that's it from us thanks very much as Alessio said earlier on we're really happy to take questions who are around all day and tomorrow thank you everyone thank you much guys so on that note is there any questions are there so I have a microphone if you want to so I'll ask you questions so what do you think is to kind of the one takeaway you think you know one one reason why a game developer should talk to you guys today well this is this what a primary one do you say I would answer on the lessers behalf and say if you look at third-party sources if you look at apps and report from late last year if you look at lots of other third-party reports they say our cost per install is significantly better too many other demand sources so when you're in the early stages of developing your game a new way is so important we're a very good partner to come - there you go thank you very much thanks

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