Fiksu presentation at App Promotion Summit: Optimizing Around KPIs July 2013

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How to Optimize an App Promotion Campaign Around Your Key Performance Indicators …

How to Optimize an App Promotion Campaign Around Your Key Performance Indicators

- Finding the Best Performing Traffic Sources: Navigating 200 Mobile Ad Networks Across the Globe
- The Growing Opportunities Using Social Ad Units
- Targeting Loyal Users Based on Your KPIs: How to Target Those Most Likely to Monetise - At Scale

More in: Technology , Business
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  • 1. Benjamin  Hansz,  EMEA  Regional  Manager,  Fiksu   11  July  2013   Buying  Mobile  AdverAsing   How  to  Op(mise  an  App  Promo(on  Campaign   Around  Your  Key  Performance  Indicators  
  • 2. HIGH  PERFORMANCE  MOBILE  APP  MARKETING  PLATFORM   OpAmisaAon  layer  for  the  enAre  mobile  ecosystem   •  Turnkey  integraAon  to  all  relevant  sources  of  downloads   •  Access  world’s  largest  mobile  media  inventory   •  Intelligent  algorithms  opAmise  performance   •  Industry  leader  in  app  markeAng  aRribuAon  and  analyAcs   Fiksu  clients:   •       100s  of  top  Aer  app  brands  use  the  Fiksu  plaTorm   •       Cost-­‐effecAvely  obtain  large  volumes  of  loyal  users   •  Get  up  to  speed  quickly;  keep  up  with  the  fast  moving  mobile  ecosystem  
  • 3. Finding  the     Best  Performing     Traffic  Sources    
  • 4. Complex  App  MarkeAng  Ecosystem   1.7M  Apps  in  the  App  Store     and  Google  Play   15K  New  apps  per  week   200+  Mobile  ad  networks     Source:  LUMA  Partners  
  • 5. Mobile  Ad  Traffic  Sources   Non-­‐Incent  Networks  &  Aggregators   Social   Publisher  Direct   RTB  Exchanges     IncenAvised   The  good  news:  there  are  over  200  mobile  ad  traffic  sources   The  bad  news:  there  are  over  200  mobile  ad  traffic  sources   The  key  is  to  find  the  right  mix  
  • 6. Integrate  and  OpAmise   •  Be_ng  too  heavily  on  any  one  or  two     mobile  adverAsing  methods  is  risky   •  Success  hinges  on  effecAve  use  of  a  range     of  traffic  sources:   –  reach  your  largest  potenAal  audience   –  realize  the  lowest-­‐possible  acquisiAon  cost   –  protect  your  app  from  audience  saturaAon   •  Test,  test,  test   •  Measure  everything  across  all  sources  
  • 7. TargeAng  Loyal  Users   based  on  your   Key  Performance  Indicators  
  • 8. Target  Loyal  Users   •  Beyond  the  download:   those  most  likely  to   moneAse  –  at  scale   •  Based  on  your  key   performance  indicators   –  Repeat  usage   –  In-­‐app  purchases   –  RegistraAons   –  Sale  of  physical  goods   •  Average  cost  to  acquire   loyal  user:  £.80  –  £1.00*   *Fiksu  Index:  measures  loyal  user  as  someone  who  open   an  app  3x  or  more     Media  Impressions   Conversions   Loyal  Users   App  Launches   Purchases   RegistraDons   Social  Sharing   INSTALL  APP  
  • 9. The  Growing     OpportuniAes  Using     Social  Ad  Units  
  • 10. So  What  are  the  OpAons  in  Social?     Network   Ad  Unit   Performance   •  Mobile  App  Installs   •  Sponsored  Stories   •  Mobile  App  Ad  Unit  very  effecAve  at  driving  volume  and  performance  but  requires   very  acAve  management   •  Sponsored  Stories  found  to  be  less  effecAve   •  TwiRer  Cards  (coming  soon)   •  Deep  linking  (coming  soon)   •  Promoted  Tweets   •  Celebrity  Tweets   •  TwiRer  Card  allows  users  to  browse  details  of  app  before  downloading   •  Deep  linking  gives  opAon  to  either  download  app  or  open  at  a  specific  place   (already  installed)   •  Sponsored  stories     •  Launched  Apr  29th   •  None   •  Focus  on  sponsored  content  not  app  installs  (ex  :  company  sponsoring  the  release   of  a  white  paper)   •  Have  released  an  ad  API  (CPL  focus)  and  are  building  the  infrastructure  but  no   Ametable     •  Promoted  updates  (e.g.   locally  focused  for  shops)   •  No  ability  to  track  performance  adverAsing.  Raised  £33  million  April  2013  to  boost   mobile  adverAsing     •  Focus  on  funneling  traffic  into  exchanges   •  None   •  No  ability  to  track  performance  adverAsing  
  • 11. Facebook:  the  Opportunity   •  Audience  size  (1.1B,  751M  on  mobile)   •  Mobile  usage  now  75%  of  MAU   •  Mobile-­‐only  MAU  is  10%+  of  total  users   •  Mobile  is  now  30%  of  total  ad  revenue   Facebook’s  Mobile  Monthly  AcAve     Users  (MAU)  in  millions  
  • 12. Facebook  ad  unit   •  App-­‐specific  ad  unit   •  Links  directly  to  the  App  Store   •  Appears  in  mobile  newsfeed   •  SegmentaAon  opAons     To  maximise  this  opportunity,  marketers  must  measure   downloads  and  loyal  usage  acAons.   Your  choice  is  to  build  it  yourself  –  or  work  with  a  Facebook-­‐ integrated  aRribuAon  and  opAmisaAon  partner  like  Fiksu.  
  • 13. TargeAng  OpAons   •  Demographics:  region,  age,  gender,   relaAonship  status,  educaAon,  new  job,  new   home,  expecAng,  just  moved…   •  Interest  opDons:  sports,  music,  brands,   interests,  technology…   •  Facebook  presence:  target  (or  exclude)  those   who  like  your  page,  for  example   •  Custom  audiences:  emails,  Facebook  IDs,  or   phone  numbers  can  be  targeted  or  excluded   •  Migrate  exisAng  customers   •  In  any  combinaAon  
  • 14. What’s  Performance  Like?     •  Every  app  has  a  personality   –  For  some,  Facebook  is  one  of  the  top  sources  of  traffic     –  For  others  it’s  less  efficient  than  exisAng  channels   –  That’s  precisely  why  you  have  to  test   •  In  aggregate,  CTRs  and  conversion  rates  are  much  higher  than   typical  networks   •  You  won’t  know  unAl  you  try  –  but  you  should  definitely  try  
  • 15. Fiksu  Findings   Facebook  Mobile  App  Install  unit  now  a  Top  10  Ad  Network  for  Fiksu   •  Launched  in  Feb  2013  and  rapid  adopAon  since  then   •  Fully  aRributable  network  with  great  loyalty   •  High  volume  and  CPI  potenAal  of  £.75  -­‐  £2.25   However,  this  source  requires  very  acAve  management  to  sustain   •  SaturaDon  –  Performance  worsens  quickly  aqer  the  ad  is  displayed  a  second  Ame  or  the  ad   tries  to  reach  users  with  low  online  engagement   •  Young  Audiences  -­‐  Highly  engaged  users  skew  performance  in  favor  of  younger  audiences   •  Metrics  -­‐  Overly  broad  conversion  claiming  makes  comparing  with  other  networks   challenging  
  • 16. Case  study:  Photo/Video  Sharing  App   •  Launched  Facebook  campaign  driving  10k  installs/day  out  of  the  gate   –  Targeted  at  US,  Brazil,  Spain  &  France   –  Set  up  7632  audiences  in  first  week   –  Massive  skew  to  female  gender  and  younger  ages   •  Good  results  sustained  for  10  days  aqer  launch   –  Cost  per  Install  £0.70  -­‐  £1.00  CPI,  25%  conversion  rate   –  Returning  Usage:  74%  matched  organic  downloads   –  InternaAonal  Reach:  Lower  costs  and  higher  volume  than  any  other  source  in  Brazil,   Spain  &  France   •  Client  scaled  back  campaign  because  they  needed  to  upgrade   server  capacity!    
  • 17. bhansz@fiksu.com   www.fiksu.com            @fiksu   Thank  You!     Download  free  eBooks   and  white  papers   www.fiksu.com/ebooks