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Introducing New Ways for Gaming Marketers to Reach Players
05/29/2019 Update: Playable ads are available for Audience Network interstitial and rewarded video placements and three metrics are available in Ads Manager to understand the effectiveness. Learn more about the updates to playable ads. Also, retention optimization is no longer available—app installs optimization is the best way to maximize reach and new customer installation.
Today, we’re introducing three new ad solutions—playable ads, retention optimization and minimum return on ad spend (ROAS) bidding—designed to help gaming marketers connect with their most valuable players.
Let gamers try before they buy
People often want to test out a game before they install it. That’s why today, we’re introducing playable ads to let gamers experiment with a game first.
Playable ads can also help advertisers drive higher-intent installs from people who have experimented with the game and are therefore more likely to play after installing. Game developers such as Bagelcode and Rovio are already seeing results using this new format. Bagelcode tested playable ads and saw a 3.2X improvement in return on ad spend on Android and a 1.4X improvement in return on ad spend on iOS. And Rovio saw a 40% lower cost per paying user and a 70% lift in day seven return on ad spend.
Starting today, playable ads will be available to all advertisers using the app install objective for ads in Facebook News Feed.
For help creating and managing playable ads, consider working with Facebook developers inlcuding Bidalgo, CrossInstall, ConsumerAcquisition, CyberAgent, Kaizen, Kenshoo, MakeMeReach, Nanigans, Septeni Original, Smartly.io, Soft-World, TreSensa and Wisebirds.
Reach high-value gamers
We know that gaming advertisers want to find people who are most engaged with their app. This is especially important for gaming developers with ad-based revenue models. That’s why we’re testing retention optimization with select app advertisers to help them reach highly engaged players. Retention optimization allows gaming marketers to deliver their ads to the people most likely to play their game, helping gaming developers better monetize their apps.
Gaming developers such as Bitmango and Beijing Fotoable have been testing retention optimization and are already seeing results. Beijing Fotoable saw a 30% higher return on ad spend using retention optimization, compared to optimizing for installs.
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Facebook’s retention optimization solution has significantly improved our day 2 and day 7 retention rate. We saw a 30% better ROI compared to install optimization when looking at cost per day 7 retained user.
Zijing Yan
Chief Operating Officer, Fotoable, Inc.
We plan to roll out retention optimization more broadly later this year on Facebook, Instagram and Audience Network.
Optimize campaigns to reach your business goals
Players who make in-app purchases are extremely valuable to gaming developers. A recent research study from AppsFlyer and Facebook found that paying gamers in the US spend on average $20 in-app by day seven after install and much as $49.33 by day 90.1
Last year, we launched value optimization to help advertisers find players most likely to make in-app purchases. Now, we’re introducing an additional tool to make value optimization even more effective. Over the next few weeks, we will roll out minimum ROAS bidding. Advertisers will now be able to set a minimum spend to find the players most likely to make in-app purchases, and eliminate spend on connecting with players less likely to engage.
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Being able to set a minimum ROAS is critical for us to ensure we’re spending each of our clients’ dollars efficiently towards users who drive the most value as defined by their business, without sacrificing upside performance.
Manuel Pacreau
Head of Operations, Addict Mobile
Value optimization combined with minimum ROAS bidding will be available to advertisers in September on Facebook, Instagram and Audience Network.
Discover more ways to reach your most valuable players with gaming ads.
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