The True Ad Value of Gamers In Focus
Social predictive analytics solution Ninja Metrics has added a capability that will enable its users to calculate ROI for advertising sources for gaming companies based on player social value.
Ninja Metrics takes the ROI calculation a step further, using social value and "influenceability" of the source to develop a more accurate ad value - what the company is calling True Ad Value(tm). The software connects game behavior and player influence back to the advertising referral source, allowing companies to track ROI for each source, providing marketers with an opportunity to see what channels are bringing in the most dollars and the most valuable players.
The program calculates the exact dollar amount these heavily influential players, known as social whales, are worth, then uses this player social value data to inform companies what advertising sources are the most valuable.
This new Traffic feature found in the Katana system then takes those figures one step further, weighing in the source's Social Value (like a credit) and Influenceability (like a debit). The net of those figures adjusts the ROI to calculate the True Ad Value™, giving its users the most accurate data.
"We operate under the principle that sunlight is the best disinfectant, and there's no hiding from the truth of data," explained Dmitri Williams, CEO and co-founder of Ninja Metrics. "With the new Katana software, we are shining a spotlight and showing businesses what is working and what isn't. There's a saying that 50 percent of advertising works, but no one knows what 50 percent that is -- now, that's no longer the case. The ability to assign ROI in dollar amounts to each individual advertising source is unprecedented in the industry, and we look forward to helping businesses identify areas where they can have an increased return on their advertising spending."
With these capabilities, the program also provides game developers and marketers the ability to eliminate bot traffic and duplication from reports, giving an even more accurate view on which advertising sources provide the highest return on investment.