Mobile Gaming Company Increases Acquisition and Monetization
Overview
Running out of Room to Scale on Digital, Gaming Company Turned to TV to Reach New Customers
With the goal of seeing if national TV advertising could be a viable supplement to their digital campaigns, this mobile gaming company turned to Simulmedia to win back lapsed customers and acquire new players. Simulmedia solved for this by bringing a data-driven, targeted approach to TV and activated a reach-maximizing plan spanning 53 networks.
x
higher acquisition rate for new users
x
higher winback rate for users who hadn’t played in 2-4 weeks
$
ROAS from a higher monetization rate
Goals
- Determine if national TV advertising could supplement digital campaigns.
- Acquire new players, win back lapsed customers, and drive in-game monetization.
Results
- Reached almost 17M people in client’s custom target audience built with their first-party data.
- Demonstrable lift in account creation, longin frequency, and in-game monetization.
The Challenge
Reaching Both New and Existing Customers – and Monetize
After running digital-centric campaigns for years, this mobile gaming company had run out of room to scale. Looking for additional ways to reach both new and existing customers, and to get those customers to monetize at a higher rate, they turned to Simulmedia.
The gaming company’s goal was to determine if national TV advertising could supplement digital campaigns by acquiring new players, winning back lapsed customers, and driving in-game monetization for an established, “freemium” mobile game.
The Solution
Bringing Digital-Like Targeting and Reporting to TV
The client wanted to apply some of the fundamentals of targeting and reporting found in digital to TV, so we used our advanced TV software to match the client's first-party customer data with our nationally representative viewing panel to create a custom target audience.
This enabled us to develop a detailed forecast of the programs these existing customers were predicted to watch during the duration of the campaign. This critical insight fueled a reach-maximizing media plan that called for advertising on 53 networks— many more than the traditional TV media plan would buy.
Create Audience Creation
The client matched their first-party customer data with Simulmedia’s nationally representative viewing panel to create a custom target audience.
Find Them Where They'll Be Watching
Using powerful forecasting technology, the client was able to determine what on TV their audience was most likely to watch and which ads in those programs they were most likely to see.
Reach-Maximizing Campaign
The optimal media plan was then seamlessly activated, allowing the client to reach their audience across 53 networks – many more than the traditional TV media plan would buy.
The Results
Increase in Account Creation, Account Login and Monetization
The campaign reached almost 17M people in the target audience and resulted in demonstrable lift for account creation, login frequency, and in-game monetization. Notably, those exposed to the ad not only monetized at a higher rate, they spent more money on in-game purchases, as well.