Power Up Performance – How To Maximise Performance in a Privacy-First Advertising Landscape.

foreign [Music] [Applause] don't leave the room we've got a very important Keynotes from meta please take a seat if you're interested in how to power up performance how to maximize performance in a privacy first advertising landscape today's session is about powering up your performance at how to maximize your performance in a privacy first and

advertising landscape my name is NASA Bannon I'm the industry manager for mobile games in emea and since we last gathered here a Pocket Gamer is probably three years ago a lot has changed in in the advertising landscape um but Facebook aiming is still Facebook gaming and I just want to kick off with a quick video just to remind you all about Facebook gaming foreign [Music] so there we are Facebook gaming has always Facebook and gaming have always been and great partners and the reason

for that um as kind of depicted here in the ad but it is a lot to do with the the scale of the audience and the reach that's on our platform and here are some of the uh the recent numbers that came from Mata and just in our last earnings call and like the scale of our platforms is still as big as ever 3.7 billion across our our platforms 2.9 billion users monthly users on Facebook and over 2 billion on Instagram a recent figure we just got is that there's 140 billion real shared on a daily basis across our platform so the the engagement on our platforms is um is there and as sticky as ever but also we know that game the gaming industry is equally has equal levels of scale it's 2.8 billion Global Gamers um in 2022 80 or 86 percent of those um gamers are using mobile devices for uh to access games and eighty percent of people who um don't consider themselves Gamers actually play a game on a mobile

phone so um they're accidental Gamers so I suppose when you put that all that together or when you play watch connect from a consumer point of view play watch connect it's all there and available on our platforms but also from an app developer point of view you can build grow and monetize your games across our platforms however as I say since we last um since we last caught up uh in person a lot has changed both in a privacy policy and Regulatory environment and um equally the macroeconomic um impact of personal spending has impacted gameplay and purchases in apps and the data privacy across measurement has created challenges and also that has just led to way more complications from a digital marketing point of view it's just become a lot more complex and a lot harder to navigate with user level data pretty much disappearing for us so Mata has come up with our Facebook aiming um has come up with four performance levers to help you scale your game now each of these levers on

their own will help um improve your user acquisition on our platforms but using all four together has a multiplier effect so again the more you use the greater the impact on your um on your campaigns your marketing campaigns the first one is Automation and campaign liquidity second one is measurement and Reporting accuracy third is your conversion schema optimization and the fourth lever is creative diversification and differentiation so to kick into the first one automation look all of us we use technology to make our lives easier like who wouldn't use automation versus manual um if it saves time efficiency um and uh drives better results for your for your um campaign so gaining the advantage means finding the right person at the right time without manual effort again we have we have multiple platforms if I scroll Facebook first thing in the morning over a cup of coffee but no if the if the system knows that I'm actually probably spending a good hour on Instagram later on the evening that's probably the better and cheaper place to

find me so let the algorithm do the work for you so Advantage Plus app campaigns allows you to optimize for better results and depending on your kpis the scale in terms of GEOS targets Etc and and Regional Regional scales is is will sustain the performance but also it's less time and effort for your UA teams so again there's a lot of detail in this slide I'm sharing a link at the end which will give a lot more of this detail and to Deep dive into later but just to think of your testing considerations think audience think optimization kpis whereas if it's value optimization and event optimization or air mobile app installs or and then the other lever is creative so the second pillar is measurement and Reporting accuracy look we all know in the last in the last while user user data and attribution attribution was a great go-to we were able to attribute end-to-end user data and understand where um where our users

were coming from and what they were spending once they downloaded um our games however this isn't this is no longer enough and the reason for this is what we know is that it's more difficult to attribute ads by um direct to Direct business outcomes user level data is almost gone and measuring the true impact of marketing and should remain the basis for all decision making so where do we go from here what what are our options um there's three three things that we're recommending for clients to to be looking at on an ongoing basis is experiments so conversion lifts and geolifts a b testing has been I suppose a a pillar of marketing and for a long time for for a long time outside of gaming as well as but especially more traditional marketing where you you don't know where where maybe your customers are coming from and so a b testing is really really important to kind of understand incremental lift on your campaigns mmm which is marketing

mixed modeling is um is really becoming it's where we're spending a lot of time with our clients at the moment is trying to really understand what the baselines are and what what the different mixes um of marketing the marketing mix that's really driving incremental growth for the campaign and maybe maybe um an over-reliance on attribution in the past has overvalued some platforms versus others so mmm is a really key um a key caterpillar for understanding where your marketing measurement is going for the future and then mmps and attribution this is really really great for kind of live um adjusting campaigns as they are alive and short term short-term um adjustments but no real increment um increment incrementality there yeah so a real-time View fourth third pillar so where are we third pillar okay so we're good conversion scheme we're flying through this but conversion schema optimization look since ATT really really important

to understand um like having really really important event data um is is important from um not just focusing on um the lower largest focusing on the lower funnel um conversions but upper and mid funnel um and that maybe are outside the um post back window also to really a really important to optimize the most relevant events um and higher priorities within your apps and then also to avoid event bundling and for unless because then the user has to complete all the actions before that event or signal gets sent back so really understanding sorry where you're where uh how to optimize your conversion events within uh your conversion schema to understand your conversion events and it's really really key to getting the most signal um from from your app and last but not least is creative and diversification creative diversification and differentiation we have seen in a recent study that um there's a 32 lift in performance and a

nine percent increase in incremental reach when the creative m stands out or is differentiated and this is an often overlooked like the other tree pillars are a lot of in terms of tech set up and on just uh using the technology that's available to you however this is the one lever that is you can optimize time and time again because creative diversification and what stands out and what is home stopping today will be different from what some stopping is tomorrow so really kind of continuing to experiment in this space is really really key and to drive um to drive better results and better performance in your campaigns again a recent study we've seen is that the creative quality is essential for maintaining a strong brand uh a gaming brand obviously a high quality app is a number one indicator across a lot of the GEOS but high quality creative really really stands out as what drives um what drives a stronger gaming brand

so really it is not to be underestimated um in terms of experimenting and really iterating on that creative uh differentiation the other thing is that um not all all creatives created equally there's different phases too obviously the creative Journey from launch so when you're you want to launch a game you obviously want to make a great first impression and to avoid uh creative fatigue to be out there um at scale then growth obviously the expanding your audience and understanding once the game is launched um what's working and maybe tweaking the creative towards different GEOS uh Target audiences and and to really understand what's what's working for your game and then the retaining the retargeting and kind of keeping your audience engaged or um getting them back into the game a lot all of these um Drive Association different creative considerations um need to be considered across different um stages of the of the gaming journey and again a lot of this is um available

on our um on our website which I'll share here at the end so again what considerations to think about is um how tertiary creators per month to increase the frequency depending on the scale of your budget um use high quality creative and as you work as an increase the variety of your ads and batch multiple creative edits at once to minimize resetting um of campaigns so to summarize this four creators there's four performance levers to help you scale the game um that we've identified at Facebook gaming again automate Automation and campaign liquidity measurement and Reporting accuracy conversion schema optimization and creative diversification again use each each individually put the multiplier factors is a lot more powerful so if you'd like to pick up your phones now and scan this QR code there's a lot

more detail in-depth and setup guides case studies Etc on the performance for narrative and that you can dive into a lot deeper but I'm NASA Bannon and thank you very much for your time today [Applause] [Music] [Applause]