The mobile social advertising market has grown enormously in the past two years - delivering a proven return on investment to hundreds of leading game developers across the world. But why is mobile social advertising proving essential to the world’s leading game developers? In this infographic, you'll discover: - The size of the social advertising market and why mobile is at the center of it - The reasons why mobile social ads are proving effective with users and developers alike - Case studies from the likes of Gumi Inc, GameInsight, Wooga, Nordeus and Cie Games that prove the value of mobile social advertising

1. Social media has never had as great a reach as it does
today, fuelled largely by skyrocketing mobile usage.
But why is social advertising on
mobile so useful? And why should you
use it to promote your game?
SOCIAL ADVERTISING FORMATS BLEND INTO THE EXPERIENCE
Businesses and game
developers are dropping
serious dollars on mobile
social advertising to tap into
this massive reach.
1.39bn
Facebook
288m
Twitter200m*
Snapchat
% of MAUs on mobile
% of revenue from mobile ads
Facebook
86%
Twitter
80%
Snapchat
100%
$3.59bn
$2.50bn
$2.91bn
$3.2bn
Q1 2014
Q2 2014
Q3 2014
Q4 2014
Mobile social ads often come in attractive native formats that
capture user interest and blend directly into news feeds.
Facebook ads in the News
Feed achieve
higher click through rates
vs. traditional placements
in the right sidebar
CTR by ad format
0.23%
1.37%
2.3%
Banner Ad
Native Ad
Facebook Mobile Ad
Each social platform
also offers many
different mobile
formats to pick from,
including:
Engaging FB
and Instagram
autoplay
video ads
Soon-to-be
launched
“App Pins” on
Pinterest
Unofficial
promotions
e.g. paid
Vines
1
UNRIVALLED TARGETING OPTIONS AND ACCURACY
Social platforms offer dozens of options to help you
reach the right people at the right time.
2
DON’T FORGET THE VALUE OF SOCIAL INTEGRATION!
Integration of services like Facebook Connect into mobile games has
helped developers to acquire, engage and monetize players.
4
IT DELIVERS RESULTS FOR A WIDE RANGE OF CAMPAIGNS
Launch Campaign Volume campaign
Targeted campaign Re-engagement campaign
3
Revenue
49 times
*Estimated
59% 62% 66% 69%
EXAMPLE A
I want to find young adult men to
play my cross platform mid-core
strategy game in the major
European capitals.
EXAMPLE B
I’m looking to get my iOS
celebrity dating sim in front
of teenage girls on the US
West Coast.
21-30
years old
Lives in Paris,
London or Berlin
Interested in
Strategy Gaming
Are Tablet
Owners
13-18
years old
Lives in
San Francisco or LA
Interested in
Shopping
and Dating
Own an
iOS device
Expected Reach
22,000 people
Expected Reach
44,000 people
Numbers from Advertise on Facebook, correct as of 23/02/2015
This helps mobile marketers using social to hit the target more
accurately than on other channels:
Facebook advertising
campaign accuracy
Online advertising
campaign accuracy
Vs.
38%
Gumi Inc’s “Brave
Frontier” used
Twitter to achieve:
Cie Games achieved the
following for their titles:
Wartune used social
advertising to target specific
users and were rewarded with:
A 4 month re-engagement
campaign by GameInsight
saw the following results:
120%
increase in
installs
Greater
brand
awareness
40% lower CPI price
2x
25% higher
return per
dollar ad spend
return on ad spend
3x
higher payer
conversion
9x
60,000
return on
investment
customers re-engaged
3%
ad click
through rate
82% 75%
of top 100 grossing
iOS games in 2013
featured Facebook
integration
of top 100 grossing
Android in 2013
games featured
Facebook integration
Acquisition
By adding Facebook login to their game Diamond Dash, Wooga saw installs:
Engagement
Monetization
Casino game Slots Journey saw that players who connected via Facebook:
A variety of developers saw Facebook integration improve monetization, including:
Increase 26%
on iOS in the US
Increase 29%
on iOS in Germany
Increase 37%
on iOS in France
Increased seven day
retention rates by
322%
Songpop
Slots
Journey
Dragon Play
Games
35% more likely to spend
214% more likely to spend
274% more likely to spend
Social advertising is here to stay. The
massive reach, excellent targeting and
demonstrable ROI suggests that this is a
source that mobile game marketers should
“like” when promoting their game.
http://uk.businessinsider.com/snapchats-monthly-active-users-may-be-nearing-200-million-2014-12
http://www.businessinsider.com/the-rise-of-social-native-advertising-2013-10?IR=T
http://appflood.com/blog/average-ctr-by-ad-formats
http://trends.e-strategyblog.com/2013/09/05/native-mobile-ad-performance/13936
http://www.socialbakers.com/blog/2366-what-to-look-for-from-facebook-ads-in-2015
https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-xap1/t39.2365-6/851563_1410257345903142_525966137_n.pdf
https://en-gb.facebook.com/business
https://www.facebook.com/business/success/cie-games
https://www.facebook.com/business/success/proficient-city
https://www.facebook.com/business/success/game-insight
https://www.facebook.com/business/success/wooga
http://www.adweek.com/socialtimes/facebook-login-monetization/412495
Sources:
GOING SOCIAL
WHY MOBILE GAMES ARE USING
SOCIAL ADS TO REACH FOR THE STARS
position in
17 countries
Top 10
89%
MAUs
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www.growmobile.com/blog