Oliver	
  Clark	
  
Director,	
  EMEA	
  
Fiksu	
  
App	
  discovery	
  incent	
  networks’	
  key	
  role:	
  	
  
Driving	
  Strong	
  Mone?za?on	
  
Mone?za?on	
  is	
  Key	
  for	
  Game	
  Marketers	
  
•  Wide	
  range	
  of	
  networks,	
  choose	
  wisely	
  
–  Cap...
Top	
  Characteris?cs	
  to	
  Look	
  
for	
  in	
  an	
  App	
  Discovery	
  
Incent	
  Network	
  
High	
  AOribu?on	
  Standards	
  	
  
•  Unique	
  users	
  –	
  not	
  just	
  buying	
  traffic	
  from	
  
other	
  sour...
Proven	
  Ability	
  To	
  Deliver	
  Install	
  Volume	
  	
  
•  What	
  are	
  the	
  projected	
  install	
  volumes	
...
Proven	
  Ability	
  To	
  Deliver	
  Install	
  Velocity	
  
•  Velocity	
  =	
  ability	
  to	
  deliver	
  large	
  use...
Unique	
  Traffic	
  
•  Look	
  for	
  incent	
  traffic	
  sources	
  built	
  on	
  app	
  discovery	
  
communi?es	
  
–  ...
Robust	
  Social	
  Media	
  Offering	
  
•  Integrated	
  social	
  play	
  to	
  augment	
  your	
  mobile	
  marke?ng	
 ...
Campaign	
  Management	
  Tools	
  	
  
•  Crucial	
  component	
  of	
  any	
  successful	
  launch	
  or	
  sustain	
  
...
Global	
  Traffic	
  
•  Leverage	
  and	
  target	
  a	
  global	
  audience	
  
•  Common	
  for	
  users	
  who	
  live	
...
Device	
  Targe?ng	
  	
  
•  Essen?al	
  when	
  marke?ng	
  certain	
  game	
  genres	
  or	
  
styles	
  
•  Two	
  seg...
Unique	
  Traffic	
  
•  Essen?al	
  when	
  marke?ng	
  certain	
  game	
  genres	
  or	
  
styles	
  
•  Two	
  segments	
...
Deliver	
  On	
  Rewards	
  Promise	
  
•  Reward	
  variety	
  resonates	
  with	
  game	
  consumers	
  and	
  delivers	...
User	
  Engagement	
  
•  Need	
  at	
  least	
  30	
  seconds	
  to	
  give	
  enough	
  ?me	
  to	
  engage	
  the	
  
u...
Efficiently	
  Acquire	
  the	
  Largest	
  Number	
  of	
  
Users	
  that	
  Will	
  Mone?ze	
  with	
  Fiksu	
  
•  32	
  ...
Thank	
  You	
  
Oliver	
  Clark	
  
EMEA	
  Director	
  of	
  Sales	
  
Fiksu	
  
oclark@fiksu.com	
  
sales@fiksu.com	
  
...
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Fiksu presentation at Mobile Gaming & Gambling Summit: Top Tips to Identify High-Performance App Discovery Incent Networks. September 2013

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Fiksu presentation at Mobile Gaming & Gambling Summit: Top Tips to Identify High-Performance App Discovery Incent Networks. September 2013

  1. 1. Oliver  Clark   Director,  EMEA   Fiksu  
  2. 2. App  discovery  incent  networks’  key  role:     Driving  Strong  Mone?za?on  
  3. 3. Mone?za?on  is  Key  for  Game  Marketers   •  Wide  range  of  networks,  choose  wisely   –  Capabili?es   –  Audience  quality   –  Execu?on   –  Driving  mone?za?on   •  Fill  your  user  acquisi?on  funnel  with  players   that  engage  and  spend  in  app  
  4. 4. Top  Characteris?cs  to  Look   for  in  an  App  Discovery   Incent  Network  
  5. 5. High  AOribu?on  Standards     •  Unique  users  –  not  just  buying  traffic  from   other  sources   •  Solid  tracking  SDK,  server-­‐to-­‐server     integra?on,  or  integrated  with  alterna?ve   mobile  app  install  tracking  partners   •  Proper  iden?fier  (IDFA,  HTML5  cookies,     digital  fingerprin?ng,  Android  Referrer),     click  and  launch  ?me  stamp  for  each     download  &  game  launch    
  6. 6. Proven  Ability  To  Deliver  Install  Volume     •  What  are  the  projected  install  volumes  at  different  CPI   levels?     –  based  on  frequently  updated  data     –  reflects  current  market  condi?ons   –  volumes  may  differ  during  different  days  of  the  week  and   ?me  of  campaign  launches   •  Steer  clear  of  networks  that  guarantee  volume  over  a   specific  ?meframe  or  promise  a  specific  app  store  rank   –  may  use  bots  to  emulate  traffic     –  risk  your  app  being  banned  from  the     App  Store  or  Google  Play    
  7. 7. Proven  Ability  To  Deliver  Install  Velocity   •  Velocity  =  ability  to  deliver  large  user  volumes  in  a  short   period  of  ?me   –  Key  goal  when  launching  a  game  and  striving  for  significant   volume   •  Apps  with  high  install  velocity  tend  to  be  more  visible  and   see  larger  numbers  of  organic  users   •  Many  game  publishers  that  invest  in  marke?ng  to  launch  a   new  game  in  the  App  Store  find  their  game  featured  in   New  &  Noteworthy   –  Note:  not  a  perfect  science!  
  8. 8. Unique  Traffic   •  Look  for  incent  traffic  sources  built  on  app  discovery   communi?es   –  high-­‐quality,  engaged  users  who  want  to  try  games,  discover   what’s  new,  share  with  each  other,  and  trust  their  service   –  these  users  mone?ze  more  oben  and  more  cost-­‐effec?vely   •  Single  des?na?on  app  discovery  networks  provide     higher-­‐quality  users  over  a  network  of     offer  walls  of  users  of  other  apps   –  reduces  the  risk  of  tapping  into     duplicate  traffic   –  more  efficient  
  9. 9. Robust  Social  Media  Offering   •  Integrated  social  play  to  augment  your  mobile  marke?ng   campaign   •  Social  media  followers  are  dedicated,  interested     users  –  more  apt  to  act  on  recommenda?ons  by     a  trusted  app  discovery  source   •  Look  for:   –  which  social  communi?es  (FB,  TwiOer,  YouTube)?   –  how  ac?ve  are  these  communi?es?   –  community  manager  on  staff?   –  will  the  discovery  network  promote  your  game?   –  Can  you  invest  in  a  greater  social  push?  
  10. 10. Campaign  Management  Tools     •  Crucial  component  of  any  successful  launch  or  sustain   campaign   •  May  need  to  adjust  campaigns  based  on:   –  CPI  bids   –  device  targe?ng   –  geotarge?ng     –  daily  budget  capping   –  total  budget  capping   –  throOling  of  impressions  to  smooth  out  installs   –  emergency  aber-­‐hours  service  
  11. 11. Global  Traffic   •  Leverage  and  target  a  global  audience   •  Common  for  users  who  live  in  one  country   to  associate  their  device  with  the  app   store  in  a  different  country  
  12. 12. Device  Targe?ng     •  Essen?al  when  marke?ng  certain  game  genres  or   styles   •  Two  segments   1.      ‘Lean  forward’  devices  such  as  iPhones,  iPod  Touches,                  and  Android  smartphones   2.  ‘Lean  back’  devices  such  as  iPads,  iPad  Minis,     and  Android  tablets   •  Mone?za?on  may  vary  between       the  two  types   –  adjust  your  target  bids  accordingly  
  13. 13. Unique  Traffic   •  Essen?al  when  marke?ng  certain  game  genres  or   styles   •  Two  segments   1.      ‘Lean  forward’  devices  such  as  iPhones,  iPod  Touches,                  and  Android  smartphones   2.  ‘Lean  back’  devices  such  as  iPads,  iPad  Minis,     and  Android  tablets   •  Mone?za?on  may  vary  between       the  two  types   –  Adjust  target  bids  accordingly  
  14. 14. Deliver  On  Rewards  Promise   •  Reward  variety  resonates  with  game  consumers  and  delivers  on   the  promise  of  being  rewarded   •  Rewards  should  appeal  to  users  in  the  short  term  and  over  ?me   –  retain  users’  loyalty  and  build  a  trus?ng,  long-­‐term     user  community   –  drives  high  volumes  of  installs  consistently  over  ?me   •  Popular  rewards  include:   –   gib  cards/codes  (iTunes,  Google  Play,  Xbox,  Amazon)   –  in-­‐app  currency   –  funnels  money  back  into  the  ecosystem  through  in-­‐app     purchases  or  purchasing  of  new  apps,  music,  books,  and  movies  
  15. 15. User  Engagement   •  Need  at  least  30  seconds  to  give  enough  ?me  to  engage  the   user  with  ini?al  game  play  and  get  them  to  the  next  level   •  Reward  deeper  levels  of  engagement  (reaching  a     higher  level,  defea?ng  a  boss,  making  an  in-­‐app     purchase  etc.)     –  This  extra  incen?ve  can  boost  conversion  rates  and     drive  long-­‐term  players   •  Tip:  when  designing,  keep  user  acquisi?on  and     mone?za?on  points  in  mind   –  Give  users  a  taste  of  gameplay  before  asking  to  register     or  sign  in   –  Drives  the  user  to  that  first  mone?za?on  point  and  earns     a  long-­‐term  player  
  16. 16. Efficiently  Acquire  the  Largest  Number  of   Users  that  Will  Mone?ze  with  Fiksu   •  32  of  the  world’s  50  top-­‐grossing  game  publishers  use  Fiksu   •  FreeMyApps   –  world’s  highest-­‐volume  app  discovery  network   –  community  of  1.6  million  highly  ac?ve  users  dedicated  to  discovering     new  games   –  Over  quarter  million  engaged  Facebook  and  TwiOer  users   –  Consistent  record  of  delivering  100,000  users  within  72  hours—all     within  target  CPI   •  Fiksu  Mobile  App  Marke?ng  Plaoorm   –  run  campaigns  across  mul?ple  incent  and  non-­‐incent  networks,     real-­‐?me  bidding  exchanges,  and  social  channels  such  as  Facebook   –  one-­‐stop  access  to  99%  of  the  world’s  iOS  and  Android  traffic   –  advanced  op?miza?on  technology  helps  game  marketers  acquire     large  volumes  of  high  quality  loyal  users  at  the  best  possible  cost  
  17. 17. Thank  You   Oliver  Clark   EMEA  Director  of  Sales   Fiksu   oclark@fiksu.com   sales@fiksu.com   +44  7456  540  558   Berkeley  Square  House   Berkeley  Square   London,    W1J  6BD   www.fiksu.com   @fiksu    
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