Facebook is introducing three new ad solutions that are designed to help gaming marketers get the most from ads on its platform.
To cater to the increasing number of gamers on Facebook, and to the gaming marketers who want to reach them, Facebook introduced several new ad formats and features last week: Playable ads, retention optimisation, and minimum ROAS bidding.
Many people want to be able to try a game before buying it or installing it. For this purpose, Facebook is introducing playable ads to allow gamers to play a game first.
Playable ads can also “help advertisers drive higher-intent installs from people who have experimented with the game” – i.e. those who are more likely to play after installing a game. Facebook says that game developers already see results with the format. Bagelcode tested playable ads, seeing a 3.2X improvement in ROAS on Android, and a 1.4X increase in ROAS on iOS. Rovio was able to get a 40% lower cost per paying user, and a 70% lift in day seven ROAS.
Playable ads will be made available to all advertisers using the app install objective for ads in the Facebook News Feed placement.
Facebook suggests that advertisers who would like help creating and managing playable ads, should “consider working with Facebook developers including Bidalgo, CrossInstall, ConsumerAcquisition, CyberAgent, Kaizen, Kenshoo, MakeMeReach, Nanigans, Septeni Original, Smartly.io, Soft-World, TreSensa and Wisebirds.”
To help marketers reach high-value gamers who are most engaged with their app, Facebook is testing retention optimisation with several app advertisers. Facebook says that the feature is “especially important for gaming developers with ad-based revenue models.”
Retention optimisation helps gaming developers better monetise their apps as it allows gaming marketers to deliver ads to those who are more likely to play a game. Gaming developers that have been testing retention optimisation and who have been seeing results, include Bitmango and Beijing Fotoable. Beijing Fotoable has seen a 30% higher return on ad spend using the feature, “compared to optimising for installs.”
Facebook says it plans to roll out the new feature more broadly later in the year on Facebook, Instagram, and Audience Network.
Minimum ROAS Bidding
Facebook launched value optimisation that allows advertisers to optimise campaigns to reach their business goals with value optimisation. The feature will enable them to reach players who make in-app purchases, as they are extremely valuable.
Minimum ROAS bidding is an additional tool that allows advertisers 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.”
Minimum ROAS bidding will start to be made available to advertisers in September, on Facebook, Instagram, and Audience Network.