The document outlines seven tactics for driving user acquisition during the holiday season. It discusses timing campaigns around major holidays like Thanksgiving and Christmas, using holiday-themed creative content, targeting high-traffic shopping areas, boosting campaigns before the app store freezes in December, taking advantage of increased user engagement during the freeze, capitalizing on new device activations on days like Christmas, and ramping up post-freeze campaigns in January when competition decreases. The presentation provides mobile shopping and usage statistics from previous holiday seasons to illustrate the growth opportunities that exist when properly leveraging the tactics described.

1. Seven Tactics for Driving
User Acquisition This
Holiday Season
Jamie Fellows, Chief Product Officer
The Leading Mobile
User Acquisition Network
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2. Before we get started…
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3. About Jamie
Appia’s Chief Product Officer
Former SVP of Product at
Millennial Media and VP of
Product Management at AOL
and Advertising.com
Passionate about working
with technology to develop
products that can evolve and scale a business
Focused on driving Appia’s business growth through
product development and management
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4. Table of Contents
The Upcoming Holiday Season
The App Store Freeze
2012 Holiday Statistics
7 Tactics for Driving User Acquisition
This Holiday Season
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5. The Upcoming Holiday Season…
November 2013
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www.free-2013-calendar.com
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6. If your app has
seasonality,
make sure to
plan for boost
campaigns
during your
busy seasons.
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7. Thanksgiving is a great time for apps focused on cooking & organization
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8. Black Friday is no longer just for brick and mortar stores - it has truly
become a multichannel shopping event.
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9. 58% of people used
mobile and 41%
used tablets
to hunt for bargains
on Black Friday
last year.
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10. New Years is a popular time for organization apps, fitness apps, and other
apps to help people keep those New Years Resolutions
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11. App Stores go into a week-long freeze in December and
won’t accept any new apps or updates until after the holidays.
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12. The Top Charts also go
into lock-down in
December. Apps
that are ranked at the
top of the charts will
get great exposure
during the freeze,
which is one of the
busiest times of the
year for app
downloads.
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13. Last year, mobile shoppers kicked off the holiday
shopping season with huge sales…
$1
Billion
Black Friday
$1.5
Billion
Cyber Monday
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14. On Black Friday, ad clicks from smartphones were up
61% while clicks from tablets were up more than 100%
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15. Gartner predicts that
“by 2015, companies
will generate 50% of
“
web sales via their
social presence and
mobile applications.
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16. 43% of U.S. adults admitted to participating in
“showrooming” according to a November 2012 poll
from Harris Interactive.
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17. 68% YOY
2013 will be the year of mobile for Europe—68 percent
year-over-year increase from last year is expected in
mobile online sales
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18. 7 tactics
for driving
user acquisition
during the
holiday
season
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19. Timing
Mobile is agile, so
you still have time!
Tip: Try to have your creative prepped and launched at least 2-3 weeks ahead
of the next big holiday.
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20. Timing
As soon as the
holiday is over,
make sure to take
the campaigns
down! Nothing is
worse than seeing
Halloween ads 2
weeks after the
candy is long gone!
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21. Holiday Themed Content
People have a strong
emotional connection
with this time of year.
Use holiday imagery and
unique offers specific to
this time of year.
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22. Targeting
Target high-traffic shopping areas or
specific, relevant storefronts
One half of all local searches are done
on mobile
Offer mobile coupons to increase user
engagement
29% of users are open to scanning a
mobile tag to get coupons
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23. Pre-Holiday Boost Campaign
Rocket ship – Stephanie will find
Advertising costs skyrocket leading up to the holidays
so be prepared. Buying on a CPI basis will help limit
your risk.
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24. During the Freeze
Employees are off
work, kids are out of
school, and they’re
spending more time
on their mobile
devices engaged in
longer sessions.
Higher volume of active users mean increased
clicks, installs, and in turn, revenue
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25. Take Advantage of All the New Devices
Christmas Day is the
largest device activation
day of the year
17.4 million phones and tablets
were activated on
December 25, 2012
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26. Post-Freeze Campaigns
Competition typically
decreases in
January, so there will
be more inventory
available. Be ready to
kick up your
campaigns to take
advantage of the
post-holiday
traffic, which stays
elevated in January.
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27. Recap
Timing
Holiday-Themed Content
Targeting
Pre-Holiday Boost Campaigns
Efforts During the Freeze
Take Advantage of All the New
Devices
Post-Freeze Campaigns
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28. Questions?
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