Facebook is the advertising product which shows achieves to make its quantity and quality stronger- from the case of Gloops of ‘SkyLock’-The effect of the targeting function of similar audiences, such as increasing the user’s continuing rate by 1.5 times

As smartphone devices and connection environments are advancing, advertising menus of mobile game apps are advancing and increasing their kinds. One of the menus which is drawing the attentions the most is the advertising menus of Facebook’s mobile apps. This time, ‘SkyLock’ of Gloops succeeded to acquire users twice many as it used to do on other adnetwork, and improve the users’ continuing rate of the game and the rate of ROAS (Return On Advertising Spend) with advertising menus of Facebook; Gloops admitted that using Facebook for advertising helped it to achieve the improvement of the promotion’s quantity and quality.

The advantage of using the advertising menus on Facebook is that they can demonstrate very detailed targeting. In the case of the promotion of ‘SkyLock,’ through Facebook advertisements, Gloops targeted users similar to users who have visited to the official site of ‘SkyLock,’ or users who have actually played ‘SkyLock.’ In order to make the best use of Facebook advertisements and have good results as possible, Gloops focused to cooperate with advertising menus of Facebook in the early stage of the promotion, and make the audience segment for targeting well-detailed. As result, a month after the release, ‘SkyLock’ acquired downloads twice more than it did when using advertisements on other adnetwork. Also, its KPI’s continuing rate increased by 1.5 times, and ROAS’ s measurement rose to 200 %.

The best advertising menu of Facebook that Gloops considered was Lookalike Audiences, which uses the targeting setting toward similar audiences to Facebook users categorized in accordance with their age or gender, which are recorded in Facebook demographic data; on the advertising menu, Gloops could find similar Facebook users to original customer audiences of ‘SkyLock,’ and distinguish the users in accordance with their percentage of the similarity, such as 1%, 3%, and 5%.

Moreover, Gloops succeeded to distribute appropriate advertisements to each Facebook user in accordance to their similarity (in this case, 1%, 3%, 5%) to original users who have visited the official site of ‘SkyLock.’

In overall, the demographic data of Facebook, which categorizes users in accordance with their age, gender, or other features, have been very contributing to make the target segments detailed and distribute the appropriate advertisements in quantity and quality to each user, the executives of Gloops said.