Understanding the important events in your app | Neasa Bannon from Meta

foreign [Music] Grace thank you very much for having me here it's a busy one so hopefully everyone can hear us over the noise but I mean people have heard of meta before I expect but specifically one aspect of bettering you here I presenting I'm um I'm an industry manager for mobile games out of him in Mesa Facebook gaming and minamere and I've just come off stage gender sweetie about the performance war and neighbors and so how to optimize your advertising campaigns for user acquisition and growth for your veins no it's different for every platform and obviously meta's got its own kind of unique aspects to it how do people optimize their performance for matter what were you talking about so so I suppose everyone serve I just double uh double check and highlight just the scale of matters platforms and of course

Facebook and Instagram like we still have massive 3.2 9 billion users on a monthly basis and a 2.9 billion a.m users monthly comebacks Facebook and over 2 billion from back to Instagram so that's daily haven't gone away it's harder to measure in a private agency World however do you know just want to reiterate the state of our campaigns and also scale gaming and why they're such a great uh Partners together and then we kind of double clicked into the performance for Neighbors to really optimize your marketing campaigns on matter um and what we touched on with Automation and liquidity for using Ai and uh like automations are going to really um I suppose supercharger campaigns instead of trying to do it manually and this allows you to optimize debt better scale and reach across our platforms and also save time and money for the user uh the UA team which is is really valuable so but the second thing is measurements obviously attribution

and measurement has changed a lot over the last 24 months so um we're a user level data was uh the UNC end-to-end data that's that has pretty much disappeared for a lot of people so we we're now in a new world where we need to be looking at conversion lift tests or experimentation and also mmm so marketing mix modeling to kind of really understand what the Baseline um for advertisers are and then what is incremental when they when they spend money on platforms and but thirdly there is a conversion schema so scam that um scan for sale was going over really understanding what are the events within your apps that are um are the important events to optimize and to monitor to track and really having those conversion schemes and in the past probably um conversions were very folks around the our funnel and like the the final acquisition or click and we're we're trying to encourage developers and uh game game developers to kind of move up

the funnel a bit into Ryan really understand the value of their customer and maybe just outside that last click window and the fourth neighbor was really importantly very creative creative is the one thing that with a lot of controls and every ever-changing piece but what makes something tone-stopping in your feed and to really make it pay attention to a game can uh really really that you know good Creator can really be a game changer for for coins so that was that was some of the areas that we focused on today well in addition to talking to lots of AD Network providers and everything as well we talked to developers and and your clients effectively who come to use you and often their questions will kind of highlight things maybe that might seem obvious to yourselves the platform orders but maybe answer developers things like when should they start thinking about their ad campaign when how much data should they be handing over to you and how much should they expect back from you in exchange like regarding data do you keep a lot of the information back yourself and then just give them the specifics they need or do

you give them kind of all the data and just let them deal with it or we look I this was on our platforms are very um there's a lot of reporting so a lot a lot of advertising family a lot of them together game developers have their own attribution modeling and they they break down you know they take our reporting and and marry us with their MMP so their their marketing card here to understand where they attribute their marketing Bridges um I thought as we would like the level of data that was available to clients is um is not the same anymore so we are the them are reporting hasn't changed as well as the the the atmosphere the landscape in terms of privacy uh how is the regulatory that's all changed in the last few years so um our our conversations a lot of our conversations are encouraging clients to really move with that you know I'd say we can't go backwards with so to try and work with the day so that's available and to get first party signal and where

they can and to really to build and understand their their customer uh race and the lifetime value of their customer as opposed to just uh the final The Click or the the last purchase yeah what's the biggest mistake that you see developers making when they come to you and they say look we've put however much money into a single ad in one place and we've got no no one's coming there's no UA happening what's what's going on what are we doing wrong what's the thing that they are I throw them the thing is I haven't been in Mesa for many years it's like it's always changing like it's it's basic like we are we are people first and people's people's um need some ones that are changing all the time so what worked six months ago isn't maybe as as Optimum today and also like there's an evolving um was evolving ecosystem of like placements that for instance like reels have exposures on our platform over the last uh six months a month is um obviously on Preston so not not

taking advantage of new placements like reels Etc is is a myth so we're currently advising our clients to kind of move with um move with what what's changing on our platform but also experimentation is really really important so not having a fixed mindset or based what what works and only sticking to that um would be uh the gaming clients are great they love they love to experiment they love to test new things and they're always they're always open to fairly and if it works then scale of certain price and I imagine with the VR and the AR aspect to like the hardware the US have that involves different kind of data and different opportunities to present things as well so that's a whole new one you know nascent Avenue right yeah about um I like air on VR is really it's still very it's very much an evolving space and the matter versus is a really exciting space um I chose from my role it's not it's not uh it's not where we're working day-to-day we're clients at the moment but it's great to it's great to keep an

eye on a sense theater to understand what trends are coming and I think it's a great opportunity for the gaming industry in the future thank you [Music]