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Editor's Notes

• #3: Give background on Spacetime and why I was hired: mix of content marketing and mobile
• #5: This is a very basic and old graph from the Luma partners that’s fairly popular. - Agencies work with clients and host their own media platforms that plug into demand service platforms. Demand service platforms are real time bidding software that aggregates information from ad exchanges, ad networks, performance networks, etc. You make optimizations to the creative and bid rate based off of data, and the cycle continues. The Problem: This graph is VERY old. From 2010, this is the newer graph. This network and data aggregation software has exploded in growth. Attribution systems like MAT, Kochava, and Appsflyer are integrated with 300+ networks. Plus, anyone who can host a server can get plugged into an ad exchange. Free software: revive-adserver.com, oasis, Paid = OpenX So, if anyone in the audience wants to make a quick buck, my contact info is at the end of this presentation.
• #6: Within the massive user acquisition landscape, competition is fierce. Fisku, a mobile marketing company, has indexed the price per install over for several years Significant spike since Nov. 2014 (roughly 90% increase in a cost per install) This is a combined index of incent and non-incent inventory. Search and social CPI’s range from $3-$10 depending on the game or app genre. I’ve run into scenarios where we simply can’t justify the spend because of a modest user LTV. In a lot of scenarios you can find yourself spending $2 to make $1 in profit.
• #7: Use: Incentivized and Non-Incentivized Inventory Receive “escape velocity” & naturally pick up organic traffic through Top Downloads App Store Section Featuring.
• #8: http://www.videogamesintelligence.com/monetization/presentations/2014/Japheth-Dillman.pdf 80k installs gets to the top ten most downloaded game = TradeMob At current CPI rates that’s a $136,800 media spend to get to top 10. A roughly a $34,000 commitment across 4 channels at launch. With an additional $40,000 in spend to achieve top 5 featuring. You’re paying for organic installs. Spacetime has received a 43% in growth due to burst spending. Meaning: for every 100,000 paid users, we captured roughly 43,000 users organically. This the virality of a product due to burst spending is known as the K Factor. The K Factor impacts the overall eCPI of your burst launch. Let’s say $2.00 is your overall CPI for your launch campaign. If your kfactor is 43%, then you’re eCPI should settle in around $1.14.
• #9: Reasons for search and social: Highly targeted solutions with Search Social has a K Factor that picks up Organic traffic.
• #10: Notes: Use 180 days as a baseline for payback. Some companies set payback at 6 months, a year, or even 2 years! My Screening Process: Company History | Traffic Sources | Traffic Types | Bid Ranges / Avgs. | Integrated Attribution Systems | Creative Ad Types | Targeting Capabilities | Pass Back Publisher IDs | Cancelation Policy | Case Studies Incentive, Non Incentive Search, Social, Offbeat (taking into account the K Factor).
• #13: Engagement Examples: Reward committed players if they refer friends to play the game. World of Warcraft: Receive a Mount Battle Command: Receive Boosts Case Study LESS THAN 2% OF DAU CAME FROM REFERRALS 22% OF REFERRED PLAYERS SPEND OVER $20 REFERRED ARPU A Referral Program takes 2 weeks to implement for a single Programmer: $4,480 in overhead. DAU Currently 50,000 DAU Increase with Referral Program = 1,000 Referral Program Players iAP = 220 Potential Revenue = $26,400 eCPI = $4.48 | RPI = $26.40
• #14: Engagement Examples: Created an in-game item called “pew die pug” based off of the popular streamer, “PewDiePie’s”, dog. Partnered with “PewDiePie” to create unique video content and join other YouTube personalities to play in a charity competition. Quantify: Celebrity Partnership costs $250,000 Total Views: 6,000,000 CTD from YouTube are 1% to 2% of views. Estimated Downloads: 120,000 to 60,000 eCPI: $2.08 to $4.17
• #15: Engagement Example: Uses a customer service platform “get satisfaction” to crowd source question responses. Incentivized bug reporting in Alpha by providing Alpha participants with a “bug finder badge”. Bug reporting and alpha play time increased. How to Quantify: Implement a testing environment and invite a segment of the player population to the testing environment. Create a private forum for bug fixing, reward bug reporting, and actively engage with this player segment.
• #16: Engagement Examples: At E3 2015, Microsoft gave booth goers a 1st look the HoloLens and it’s potential as a gaming platform with Halo. Electronic Arts, Activision, Sony, and Nintendo have a presence at every single video game convention or event to promote their latest products. Quantify: If You spend $100,000 dollars. Must receive at least 5,000,000 Potential Media Impressions $20 CPM Must receive at least 10,000 Promotion Code Redemptions (or engagement) $10 CPE Must receive an increase of at least 10,000 Product Downloads $10 CPI
• #17: Engagement Examples: Instagram Contest to show a photo of where you play poker. Winner gets $50 In-Game Credit Used the platform “Foap” to get people to take a “mission” for a chance to win an all expenses paid vacation to New York or $500 in cash. Quantify: Run small scale giveaways to gather baseline success metrics Make sure you have a “consolation prize”. Remember, all social media channels are different.
• #18: Engagement: Taco Bell ran a brand awareness campaign through a Snapchat exclusive 6 minute short film. Mountain Dew Used the platform to give away branded merchandise to anyone who liked or commented on stream. Facebook Beacon – A new device facebook developed for box stores to send signals and messaging to a shopper’s smartphone. Quantify: | Engagement Rate | ROI Do your research and use emerging tech channels cautiously Only spend money if you can calculate eCPI.
• #19: Rolling Rock Beer announced their plan to advertise on the moon using lasers. They called it “Moonvertising”. Skydivers played a game of Scrabble while falling down to earth on it’s 60th Anniversary. Tied a copy of the game and a camera to a weather balloon. Quantify: No Idea is too crazy, unless it’s offensive Potential Impressions and organic uplift through media coverage makes up for cost. Don’t do a pre-launch publicity stunt. Should engage people in a fun way