Mitch Smiley is responsible for digital user acquisition campaigns for Animal Jam, an online game for kids. COPPA regulations prohibit behavioral targeting and remarketing of children under 13. To effectively acquire new users within these restrictions, Smiley's strategy includes setting up analytics to measure campaign performance, testing different ad placements and creatives, and focusing on contextual targeting of kid-friendly content and communities. Testing of mobile user acquisition is also underway for the Animal Jam mobile game.
3. • Mitch Smiley – Global Marketing
Manager, WildWorks
• Responsible for marketing campaigns, with
with a focus on digital user acquisition.
mitch@wildworks.com
linkedin.com/in/mitchsm
miley
ME
3
5. THE
PROBLE
M
• How do we run a successful,
ROI-positive user acquisition
(UA) campaign for a game
geared towards children?
5
REMARKE
TING
BEHAVIOR
AL
TARGETIN
7. COPPA
OVERVIEW• Goal is “to place parents in
control over what information
is collected from their young
(<13) children online
7
8. HOW COPPA AFFECTS
DIGITAL UA• No behavioral targeting or
remarketing
• Recommend working with a 3rd
party to verify compliance
• Under-13 digital media market
on track
to reach $2.5bn by 2018* - so
how do we spend effectively?
8
*source: http://www.thedrum.com/opinion/2015/12/21/how-new-eu-data-privacy-laws-change-kids-and-teens-ad-market-forever
10. 13
MEDIA CONSUMPTION
• American tweens (8- to
12-year olds) spend an
average of 4:36 per
day on ‘screen media’
• 68% of screen time is
non-TV for tweens.
87% for teens
• Increases to 6:40 for
teens
• 66% of tweens play
https://www.commonsensemedia.org/research/the-common-sense-
census-media-use-by-tweens-and-teens
11. 10
SET UP EFFECTIVE WEB
ANALYTICS• Conversion Tracking – signups,
payments, time played
• Relevant Attribution Model
• Ad network publisher/sub-ID
tracking
• Send traffic quality
events/reports back to vendors
21. AD NETWORKS / CPA
21
• Establish CPAs based on expected value
of registration
• Track sub ID quality – stay on top of
campaign managers
• Scale with patience
• Tips: in addition to conversion pixels, set
up tags to measure quality – gameplay
threshold, paying user, etc.
24. GROW NOW,
MONETIZE LATER• Huge registration volume, low
CPA in
Southeast Asian, Latin American
markets
• Poor monetization and ROI
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25. CPM-BASED
DIGITAL BUYS• Very rare for CPM buys to meet
CPA goals
• Can fit campaigns with branding
goals
– not a good fit for CPA-based
UA campaign
26
27. 28
ANIMAL JAM
MOBILE
OVERVIEW• Mobile game launched August
2015
• Free-to-play with premium
purchases
• Not monetizing via
whales/unrestricted IAP
• Limited scope of UA
28. 29
MOBILE UA FINDINGS
• Use attribution platform vs.
home-grown system
• Determine marketing objective
prior
to launch – IAPs/monetization,
app store rankings, install
volume
• Video works best
30. CONTINUING SHIFT FROM TV
TO DIGITAL• US digital spend to overtake TV in
2017 (eMarketer)
31http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671
33. EU LEGISLATION (GDPR)
• Goes into effect May 2018
• Similar to COPPA
• Data collection from children
(TBD, under 13-16) requires
parental consent
34http://ec.europa.eu/justice/data-protection/reform/index_en.htm
Regulation (COPPA) restricts some of the most effective tools available to digital marketers – 1st party data for behavioral targeting, remarketing
10%+ of conversions from branded keywords come from misspelled queries (internal data)
CTR 60-70% on branded terms – real estate even more important with younger audience
SEM automation via a platform like WordStream for smaller in-house teams
20 min PPC work week
- Update privacy policy to list 3rd parties who will have access to data
- Update privacy policy to list 3rd parties who will have access to data