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Editor's Notes

1. Merhaba, Ben App Samurai kurucu ortağı Selin Ezer. App Samurai ile mobil pazarlama dikeyinde teknoloji üretiyoruz. App Samurai’i 2016 yılında kurduğumuzda 2 temel problemi çözmeyi hedefledik, optimizasyon ve sahtecilik. 2018 yılında sahtecilikle ilgili çözümleri daha geniş kitlelere ulaştırmak için Interceptd ürününü ayrıca konumlandırdık. Bugün 55 kişilik ekibimizle farklı ülkelerdeki 7 ofisimizle global pazarda çözümler üretiyoruz.
2. This year, the total global games market will generate revenues of $148.1 billion, with mobile contributing to just less than half this amount.
3. This year, the total global games market will generate revenues of $148.1 billion, with mobile contributing to just less than half this amount. This is a massive opportunity for many brands. Fırsat - Rekabet - Gelişim - monetization strategies The games market, with its innovative monetization strategies and highly engaged consumers, is seriously challenging the way traditional entertainment has worked for decades
4. 1 GAMING IS THE THIRD-MOST-POPULAR APP CATEGORY Half of the app users we studied opened a game app in the last seven days, making gaming the third-most-popular app type, together with music. Among 18-20-year-olds, it climbs to second place with two-thirds of this age group using a gaming app in the past week.k.
5. MOBILE GAMERS: Smartphone or tablet users who have opened or used a mobile-gaming app in the past seven days While the users of most app types skew either male or female, game and music apps have a 50/50 split. However, within the gaming category, there is a lot of diversification. For example, shooter games appeal to younger males and puzzle games appeal to older females. For brands, there are intuitive targeting opportunities available within this broad-reaching category In short, mobile gaming is expansive and rich, presenting a unique opportunity to capture the attention of a massive, diverse, and influential group of consumers. It’s encouraging to see research that validates the power of this mobile-gaming audience. The sooner brands realize the value this opportunity holds for them this time around, the sooner they’ll be able to get ahead of the game. Markalar için oyunların az bilinen avantajı demografik hedeflemeden contextual hedeflemeye geçiş imkanı. 25 yaşında action oyunu oynayan bir female ile aynı demografide hidden object oyunu oynayan bir female aslında çok farklı 2 persona. Bir konferansta rockçı Ozzy Ozbourne ile Prens Charles ’ın aynı demografide (yaş, cinsiyet, gelir seviyesi) ama çok farklı context’de olduklarını anlatmışlardı Bu arada bir kişi hem hidden object hem de action oyunu oynuyor olabilir, ama o andaki ruh hali çok farklı olacak. Action oyunu oynarken red bull reklamı çok anlamlı ama hidden object oynarken belki Magnum dondurma reklamı izlemeli. Bunu bu kadar anlık ve net veren başka bir medya yok aslında
6. While the users of most app types skew either male or female, game and music apps have a 50/50 split. However, within the gaming category, there is a lot of diversification. For example, shooter games appeal to younger males and puzzle games appeal to older females. For brands, there are intuitive targeting opportunities available within this broad-reaching category In short, mobile gaming is expansive and rich, presenting a unique opportunity to capture the attention of a massive, diverse, and influential group of consumers. It’s encouraging to see research that validates the power of this mobile-gaming audience. The sooner brands realize the value this opportunity holds for them this time around, the sooner they’ll be able to get ahead of the game.
7. 3 GAMERS HAVE LARGER PURCHASE INFLUENCE THAN NON-GAMERS Mobile gamers are around 23% more likely than non-gamers to have purchase influence on their friends, family, or colleagues. Overall, their influence is most prominent with their own families, with very interesting differences between men and women. Female gamers are most likely to influence people when it comes to dining out, groceries, and clothing, and male gamers for tech, entertainment subscriptions, and mobile phone service providers. Of the gamers we studied, Candy Crush Saga and Angry Birds players have the most influence on household purchasing decisions, due to their older demographic. Özellikle aile içinde 4 GAMERS ARE MORE RECEPTIVE TO ADVERTISING AND BRANDS THAN NON-GAMERS Mobile gamers are much more receptive to advertising than nongamers. For example, they are more likely to buy things from brands that have ads they like, to use ads to keep up to date with products and services, and to associate advertising with highquality brands. They are also much more likely to have a favorable attitude toward a suite of global brands.
8. 1. Brands continue to scale rewarded video spend. As illustrated below, more than half of the top 50 advertisers buying rewarded video on MoPub were non-gaming brands in August 2018. Fortune 1000 brand advertisers continue to scale up on rewarded video, in part, due to these campaigns delivering high completion rates and conversions. We’ve heard first-hand from gaming publishers and ad network partners that they have never seen a non-gaming ad live on their apps, until enabling programmatic demand to compete. We’re happy to be able to provide unique campaigns from diverse global and localized brands, so that users see a mix of creatives, avoid repetitive ads fatigue, and are encouraged to engage with relevant campaigns. 2. Playable ads are becoming the most engaging and innovative format in the rewarded space. Playables in the rewarded space are growing aggressively as more and more publishers get comfortable with this functionality. The ability for users to opt-in to engage with the ad unit before installing the app is clearly appealing, as it allows users to really try a new app/game. As a result of the better performance engagement rates, we're seeing an uplift of 30% higher CPMs compared to rewarded video on MoPub Marketplace. Rewarded Video; marka için reklamının sonuna kadar izlenmesini sağlamak için süper bir format!: Game developers also created rewarded video, a standard video format with a twist. When users complete a view, they’re rewarded with an in-game bonus, creating a positive association with the experience. Rewarded ads have gotten great reception from users; 62% of mobile gamers will choose to watch an ad in exchange for free items. https://www.mopub.com/2018/10/30/six-insights-rewardedvideo
9. Opt’in Reklamı anlatacak görsel Zamanı karşılığında bir şey veriliyor!!!! CONSUMER ANNOYANCE WITH INTRUSIVE ADS, ESP. 1 ON MOBILE DEVICES BRAND DESIRE TO CONNECT WITH CONSUMERS IN 2 MORE NATIVE AND ORGANIC WAYS BRAND DESIRE FOR BETTER PERFORMING ADS THAT 3 ARE ENGAGING, VIEWABLE AND BRAND SAFE PUBLISHER DESIRE FOR ADS THAT ENGAGE AND KEEP 4 VIEWERS ON-SITE, ESP. ON MOBILE DEVICES PUBLISHER DESIRE FOR NEW AD REVENUE STREAMS 5 THAT PROVIDE A “WIN-WIN” FOR ALL TECHNOLOGY THAT ENABLES SCALABILITY OF VALUE 6 EXCHANGE FORMATS INCREASING SUBSCRIPTION BASED PUBLISHER WORLD WHERE PUBLISHERS CAN OFFER VALUE IN EXCHANGE FOR ADVERTISING VIEWS
10. 1. Brands continue to scale rewarded video spend. As illustrated below, more than half of the top 50 advertisers buying rewarded video on MoPub were non-gaming brands in August 2018. Fortune 1000 brand advertisers continue to scale up on rewarded video, in part, due to these campaigns delivering high completion rates and conversions. We’ve heard first-hand from gaming publishers and ad network partners that they have never seen a non-gaming ad live on their apps, until enabling programmatic demand to compete. We’re happy to be able to provide unique campaigns from diverse global and localized brands, so that users see a mix of creatives, avoid repetitive ads fatigue, and are encouraged to engage with relevant campaigns. 2. Playable ads are becoming the most engaging and innovative format in the rewarded space. Playables in the rewarded space are growing aggressively as more and more publishers get comfortable with this functionality. The ability for users to opt-in to engage with the ad unit before installing the app is clearly appealing, as it allows users to really try a new app/game. As a result of the better performance engagement rates, we're seeing an uplift of 30% higher CPMs compared to rewarded video on MoPub Marketplace. Rewarded Video; marka için reklamının sonuna kadar izlenmesini sağlamak için süper bir format!: Game developers also created rewarded video, a standard video format with a twist. When users complete a view, they’re rewarded with an in-game bonus, creating a positive association with the experience. Rewarded ads have gotten great reception from users; 62% of mobile gamers will choose to watch an ad in exchange for free items. https://www.mopub.com/2018/10/30/six-insights-rewardedvideo
11. Burada mobil oyuncular kimdirde üzerinden geçilen detaylara vurgu yapılabilir Mobil Oyuncu Kitlesi (Yanlış) Algısı Markalar için oyunların az bilinen avantajı demografik hedeflemeden contextual hedeflemeye geçiş imkanı. 25 yaşında action oyunu oynayan bir female ile aynı demografide hidden object oyunu oynayan bir female aslında çok farklı 2 persona. Bir konferansta rockçı Ozzy Ozbourne ile Prens Charles ’ın aynı demografide (yaş, cinsiyet, gelir seviyesi) ama çok farklı context’de olduklarını anlatmışlardı Mobile gamers represent 88.8% of digital gamers spanning all ages and by the end of 2019, 147.8 million US mobile device owners will be playing games on their phones. Mobile gamers are clearly an influential group for brands to target, especially for more family-orientated products and services.
12. mobile users remember mobile ads better and are more likely to make a purchase afterwards. Compared to TV, which struggles with cord-cutting, mobile’s unique advantage is that users literally won’t let go of their device. In-app video ads have high view completion rates at 80% or more, and users report even better recall for in-app ads than ads shown through mobile web. Concrete Software CEO, Keith Pichelman, chimed in that rewarded ads not only work for their games from a monetization perspective, but that users genuinely appear to enjoy them. “Rewarded ads have worked fantastically for our titles,” he explained. “In fact — users will complain if rewarded ads are not available, but we’ve never received a complaint about the lack of non-rewarded interstitials. People really enjoy them and find them engaging.” https://www.kleinerperkins.com/perspectives/internet-trends-report-2017 showed that video ads that offered rewards were the overwhelmingly preferred video ad units on apps with nearly 70% of respondents viewing them as positive. Compare that to other ad formats, notably pre-roll, an often-used video advertising tactic, that are viewed significantly less positively Capture authentic attention in a 100% share-of-voice brand moment: Value Exchange ad formats are by definition opt-in, therefore the consumer is actively raising their hand to participate in the requested brand engagement with the expectation that in exchange they will be given the desired access/ reward/content. This desired access, which would have otherwise not been available to the consumer, ensures that the brand is capturing the authentic and undivided attention of a desired customer which is key when trying to move the needle on brand awareness and consideration. Further, the brand benefits from exclusively owning the opt-in moment, versus being in a pod of other ads vying for the consumer's attention.
13. Brand favorability ve purchase intent artıyor
14. Brand favorability ve purchase inten artıyor 82% completion rate and 2.1 million impressions in just under two months.
15. bu 2011'de yazışmış bir Harvard Business Review Makalesinden bi diagram, Branding in the Digital Age diye, benim zamanında tezimde baya kullandığım bi makaleydi de. Burda belirteceğim nokta, günümüzde markalar için artık en önemli olan şey etkileşim, ürünü aldırmadan önce de aldırdıktan sonra da. Mobil oyunlar markalara bu etkileşimi günümüzün cluttered dünyasında sağlayabilecekleri yeni bir platform sağlıyorlar. Riskleri göz önünde bulundurulmalı, ama marka planlarına almamak artık bir hata olur
16. https://docs.google.com/document/d/1GeghD8AMX3CJO7uK7AQDwz9u4rgGbopPU7VQvMOQj6o/edit