Case Study, Speaker — Mihir Shah (Tapjoy)
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CM Summit (May 15, 2012)
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Case Study, Speaker — Mihir Shah (Tapjoy)
- 2. Recent Recognition Tapjoy recognized among the world’s Most Innovative Companies by Fast Company #1 #2 Most Innovative in Gaming Most Innovative in Mobile World’s Most Innovative Company #27 See full Fast Company article here
- 3. Apps are the Dominant Mobile Media Source: Zokem, inMobi 85% Time spent in apps Users spend on average nearly two hours per day consuming media on their mobile devices. 117 mins
- 4. Mobile Media Challenges Challenge 1: Marketing at Scale Challenge 2: Driving Meaningful Engagement with Consumers
- 5. Value Exchange at Tapjoy – Ex: Triple Town 1. She can buy coins with real money. 2. She can earn coins by engaging with ads in Tapjoy’s Marketplace. How it Works: Annie needs more coins to build on her land in Triple Town. OR
- 6. The Tapjoy Marketplace Experience • Consumers choose which branded ad they want to engage with • Brand defines the desired activity • Brand only pays for completed engagements • No media waste CPA CPA CPI CPV CPE
- 7. Additional Tapjoy Solutions – Video Views Pre-cached Video Plays In-app Tapjoy Marketplace Sign Up For Netflix Earn3018 Buoys Groupon Deals Earn74 Buoys Fandango Movie Tix Earn59 Buoys Drive Post View Secondary Actions Sign Up For Netflix Earn3018 Buoys Groupon Deals Earn74 Buoys Fandango Movie Tix Earn59 Buoys
- 8. The Value Exchange Model Drives Brand Affinity Source: “Incentivized Advertising,” Social Vibe, 2011, Archetype Media, Inc 6, Oct. 2011
- 9. Case Study: PepsiCo’s Lipton Brisk® • PepsiCo defined engagement as a download and launch of the Brisksaber app. • Campaign targeted males 18-34 across Tapjoy’s US network. • Consumers received premium content experiences as a result of downloading the Brisksaber app. • PepsiCo only paid for app installs where users both opened and tried the app, creating zero media waste. Objective: Drive downloads of the Brisksaber app
- 10. Case Study: PepsiCo’s Lipton Brisk® The Results:
- 11. Key Takeaways 1. Consumers Choose to Interact with Brands while immersed in their passion which creates affinity and no media waste 1. Brands Define the Activity Desired – Watch HD Video – Download a Coupon – Sign-up for a Loyalty Program – Download an App – Sweepstakes Entry 2. Brands only Pay when the Desired Engagement is Completed 3. The Value Exchange Model Drives Brand Affinity
Notes de l'éditeur
- Tapjoy was recognized by Fast Company as #27 World’s Most Innovative Company. More importantly, Tapjoy is a leader in the mobile and gaming space, coming in #1 in Gaming and #2 in Mobile.
- Why are there so many apps available in the marketplace? Because this is where consumers are spending their time. Apps are dominating with 85% of all time spent occurring with apps. People are spending nearly 2 hours on average consuming media on their devices.
- Challenge 1: Marketing at scale. No scale in a single app approach. Scale lies within networks, but lacks engagement. Challenge 2: Driving meaningful engagement with consumers. 300x50 Banners are clicked on ½ of the time by accident. This is not the most effective way for brands to try and connect with consumers.
- Once you have decided to Earn…you end up in the Tapjoy Marketplace Once in the marketplace, the user can choose any number of branded ads to engage with. The most important pieces to note about the marketplace are that use can choose between hundreds of different types of offers, which makes them a really qualified user for whatever brand they end up choosing, the Brands are defining the activity they want you to take, and the brand is only paying when the action is completed by the user. This is really powerful for the brand because they are sponsoring the content for the user which is building brand affinity, and because the user has a lot of choice, there is a lot of decision that goes into selecting which brand is going to sponsor the content – this adds another really amazing level of targeting for the brand and is going to deliver the brand a highly relevant user. Here are some examples on how big brands have utilized the Tapjoy Marketplace to achieve their goals: Ford wanted to drive awareness of the new 2013 Taurus and selected Tapjoy as a partner to efficiently drive video views. Kellogg’s wanted to drive engagement with consumers through a coupon for Special K cereal. Samsung wanted to build awareness of the U.S. Olympic Genome Project by driving traffic to their facebook page. P&G wanted to engage with their target consumer by promoting a sweepstakes. All of these examples are big brands leveraging the Tapjoy Marketplace to drive engagement at scale.
- Ford wanted to support the launch of the 2013 Taurus through video distribution. They chose to partner with Tapjoy to drive guaranteed views against a A35+ audience. Users who clicked on the Ford video offer, were automatically shown the Ford video. Upon video completion, they would receive their in-app reward. They also have the option to continue engaging with Ford Taurus through secondary actions such as replay the video, learn more about Taurus and like on Facebook.
- The Value Exchange model: Users who engage with incentivized brand advertising are more likely to consider the brand during the purchase process and there is a 32% increase in likelihood to purchase the product.
- And here is proof that the mobile value exchange works.