MetaIntroducing New Ways for Gaming Marketers to Reach Players
Summary
Facebook introduced three ad solutions for gaming marketers: playable ads, retention optimization, and minimum ROAS bidding. Playable ads allow gamers to test a game before installing, leading to higher-intent installs. Bagelcode saw a 3.2X improvement in ROAS on Android and 1.4X on iOS; Rovio had 40% lower cost per paying user and 70% lift in day-seven ROAS.
Retention optimization targets users likely to be highly engaged, helping ad-based revenue models. Beijing Fotoable saw 30% higher ROAS using retention optimization. Minimum ROAS bidding ensures ad spend yields at least a specified return.
These tools aim to help gaming marketers connect with their most valuable players.
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