0
Fostering Success
with mobile RTB and accurate tracking
Berlin Ÿ New York Ÿ London Ÿ Moscow
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Inefficiencies in the Mobile Games Advertising Mar...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problems:
New gamers engagement
Heavy gamers maxim...
Welcome to the
Jungle!
Multiple ad networks, complicated tracking & opaque reporting need a lot of time,
money and effort to handle
Is new gamers...
Set Campaign
Optimization to
Autopilot?
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problem 1
New gamers engagement
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
App discovery: A challenge for marketers
Your app ...
App discovery: a high ranking is key…
... to stand out from the other 800,000 apps in the App Store
smartBoost in a nutshe...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Investment volume
Paid downloads
Ranking
Organic d...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
We think long-term:
•  Subsequent, smaller investm...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Detailed campaign data and sophisticated optimizat...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
App Store ranking boost campaign for iOS in 18 cou...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Development of App Store charts ranking visualized...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Well planned & executed boost in 18 countries gene...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problem 2
Heavy gamers engagement
Heavy gamers
The golden users many games owners dream of
•  Returning, engaged users.
•  Often account for a large
proport...
Heavy gamers: the key to success
Small user group accounts for majority of in-app revenue
30%
15%
55%
Medium
gamers
Heavy
...
19	
  
How to target your
heavy gamers?
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
The mobile RTB process
Supply-Side
Platform
(SSP)
...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
How RTB helps marketers on a daily basis?
Technolo...
The Power of
Data
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Push users down the sales funnel and maximize enga...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Three steps to maximize heavy users
The perfect tr...
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Contact us!
Americas & UK
John Rankin
+44 7776 333...
Ready to boost your
games?
Upcoming SlideShare
Loading in...5
×

Artem Makarov, Business Development Russia, Trademob

2,154

Published on

Как технология RTB поможет в продвижении мобильных игр -- Артем Макаров, Business Development Russia, Trademob (White Nights: Mobile Games Conference http://www.wnconf.com/ru

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,154
On Slideshare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Artem Makarov, Business Development Russia, Trademob"

  1. 1. Fostering Success with mobile RTB and accurate tracking Berlin Ÿ New York Ÿ London Ÿ Moscow
  2. 2. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Inefficiencies in the Mobile Games Advertising Market Comparing 2011 and 2012 game facts from the US 0% 5% 10% 15% 20% 25% PC/Mac Consoles Mobile devices MMOs Casual Social 2011 2012 Time spent on Games +4% +26% Year Growth Money spent on Games +1% +1% Year Growth Source: newzoo.com 0% 10% 20% 30% 40% PC/Mac Consoles Mobile devices MMOs Casual Social 2011 2012
  3. 3. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Problems: New gamers engagement Heavy gamers maximization More than 423,700,000 active gamers globally
  4. 4. Welcome to the Jungle!
  5. 5. Multiple ad networks, complicated tracking & opaque reporting need a lot of time, money and effort to handle Is new gamers engagement easy? Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Your Daily Routine as Mobile Advertiser More ad networks… SDK Integration SDK Integration SDK Integration SDK Integration CPC CPI CPA 0,07 1,50 ? CPC CPI CPA 0,07 ? ? CPC CPI CPA 0,07 ? ? CPC CPI CPA 0,07 2,00 ? More SDKs… More reporting dashboards INSTALLS COST PER USER Steps to advertise an app Many tracking SDKs necessary Unclear tracking & reporting No optimization Fragmented market
  6. 6. Set Campaign Optimization to Autopilot?
  7. 7. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Problem 1 New gamers engagement
  8. 8. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com App discovery: A challenge for marketers Your app competes with over 800,000 other apps in the App Store The top 1% of apps get 50% of downloads. 60% of apps don’t get downloaded at all. 53% of app downloaders learned about the app through a search in the App Store. 50% of App Store browsers go straight to the Top Charts.
  9. 9. App discovery: a high ranking is key… ... to stand out from the other 800,000 apps in the App Store smartBoost in a nutshell: •  smartBoost is an iOS push campaign designed to boost the App Store ranking of your app. •  A smartBoost campaign lasts 3-7 days and will generate thousands of downloads for your app. •  Tracking of paid and organic downloads. •  smartBoost is available in 34 countries worldwide.
  10. 10. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Investment volume Paid downloads Ranking Organic downloads 2. Pre-flight testing 3. Executed boost 4. Long-term strategy/ after-burn effect Smaller investments across ad networks and media partners to identify best performing traffic sources and publishers. High investment in ad networks, recommendation apps and special media partners during 72 hours with peak on third day. Ranking & downloads are tracked in realtime and budget allocation is adjusted to achieve volume targets. 1. Planning Detailed campaign planning: •  Budget •  Countries •  Timing •  Suppliers used •  Special placements Continued medium and smaller investments in ad networks to keep momentum of high ranking and maximize organic downloads. 5. Tracking of paid and organic downloads, monitoring of results & identification of ROI-maximizing rank Days Weeks 1 2 3 4 5 6 7 2 3 4 5 6 7 8 9 How smartBoost works Planned and well syndicated boost campaign across many traffic partners
  11. 11. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com We think long-term: •  Subsequent, smaller investments keep your app visible for several days •  Leverage the full potential of your campaign and maximize organic downloads •  Analysis of achieved bought and organic users in real time •  Analyze the exact ROI for your campaign and identify the best App Store charts ranking for your needs To get to the top, your costs will grow exponentially. So, you need to analyze results & identify the best spot for your app. What makes smartBoost smart
  12. 12. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Detailed campaign data and sophisticated optimization for maximum results CPIwithoutoptimization Adnetwork-leveloptimization Publisher-level optimization Campaign- parameter-level optimization Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks. Level 1 Level 2 Level 3 Level 4 Clickfraud&uselessclick prevention Level 5 Overall CPI reduction of 70% on average. Recap: optimization during pre-flight test
  13. 13. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com App Store ranking boost campaign for iOS in 18 countries Case Example Aim: Achieve high charts ranking App model: Free # Countries: 18 Platform: iOS Time: 2 weeks Vertical: Game Total Budget: 62,485 €
  14. 14. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Development of App Store charts ranking visualized for 5 countries of boost Campaign results: top rank in 18 countries Mexico GermanySpain Canada Before: 45 After: 5 Before: 41 After: 1 Before: 39 After: 2 Before: 43 After: 3 Brazil Before: 18 After: 1
  15. 15. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Well planned & executed boost in 18 countries generated >270,000 new users Campaign summary Countries: 18 Budget: 62,485 € Ranking achieved: 1 (x14) 2 (x1) 3 (x1) 5 (x2) Total # Clicks: 578,436 eCPC: € 0.11 # Installs: 161,306 CPI: € 0.39 # Organic installs: 112.914 # Total installs: 274,220 Effective CPI : € 0.23
  16. 16. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Problem 2 Heavy gamers engagement
  17. 17. Heavy gamers The golden users many games owners dream of •  Returning, engaged users. •  Often account for a large proportion of overall in-app revenue. •  Typical user group for a gaming app. •  “Golden users”. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
  18. 18. Heavy gamers: the key to success Small user group accounts for majority of in-app revenue 30% 15% 55% Medium gamers Heavy gamers Low gamers 60% 30% 10% Revenue split by user groupUser groups based on retention rate Medium gamers Low gamers Heavy gamers Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com 30% 15% 55%
  19. 19. 19   How to target your heavy gamers?
  20. 20. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com The mobile RTB process Supply-Side Platform (SSP) 1. Ad request 2. Bid request Demand-Side Platform #1 (DSP) € 0 DSP #2 € 1 DSP #3 € 0.75 DSP #4 € 2 3. Bids 5. Ad call IMPRESSION 4. Winning ad code 6. Ad serve @ €1 CPM User : Male, 20 yo, DE, interested in games and travel apps Publisher, e.g. Angry Birds, with available impression Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com In 6 easy steps; all in less than 100ms
  21. 21. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com How RTB helps marketers on a daily basis? Technology in a Real Life RTBAudience Targeting Re-Marketing Ø  REACTIVATE client users with low activity Ø  Drive users to COMPLETE abandoned transactions on mobile Web or in-App Ø  PROMOTE the best offers to most active users Ø  Target NEW USERS by blacklisting existing users Ø  INTEREST GROUP TARGETING: target relevant interest groups Ø  AUTOMATIC PERFORMANCE OPTIMIZATION (CPI) by using machine learning tools
  22. 22. The Power of Data
  23. 23. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Push users down the sales funnel and maximize engagement and monetization Fuel your heavy user base Increase ARPU by up to 200% Re-Engage 70-90% of your untapped user base
  24. 24. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Three steps to maximize heavy users The perfect trio for maximizing your game marketing success iOS smartBoost Trust our expertise: 260 - smartBoost campaigns 230 - Times we’ve pushed an app into the top 25 34 - Countries we’ve run a smartBoost campaign 0 - Unhappy clients •  Gain high volumes of gamers with mobile RTB performance advertising •  Maximize ROI with Audience targeting and Re-Marketing •  Benefit from up to 70% lower user acquisition costs (CPI) •  Re-Engage 70-90% of your untapped user base Engage new gamers with smartBoost Mobile RTB - target your key audience •  Get 100% transparent tracking for your mobile app marketing •  Monitor your custom user actions, CLV & campaign ROI •  Receive detailed reporting via dashboard or raw data export •  Use the Analytics for free Accurate Mobile Marketing Analytics
  25. 25. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com Contact us! Americas & UK John Rankin +44 7776 333 888 +1 415 539 6794 John.rankin@trademob.com Germany Fabian Schaeffer +49 30 202 1575 15 fs@trademob.com Russia Artem Makarov +7 963 998 58 00 Artem.makarov@trademob.com
  26. 26. Ready to boost your games?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×