Benjamin	
  Hansz,	
  EMEA	
  Regional	
  Manager,	
  Fiksu	
  
11	
  July	
  2013	
  
Buying	
  Mobile	
  AdverAsing	
  
...
Finding	
  the	
  	
  
Best	
  Performing	
  	
  
Traffic	
  Sources	
  	
  
Complex	
  App	
  MarkeAng	
  Ecosystem	
  
1.7M	
  Apps	
  in	
  the	
  App	
  Store	
  	
  
and	
  Google	
  Play	
  
15...
Mobile	
  Ad	
  Traffic	
  Sources	
  
Non-­‐Incent	
  Networks	
  &	
  Aggregators	
   Social	
  
Publisher	
  Direct	
  
R...
Integrate	
  and	
  OpAmise	
  
•  BeXng	
  too	
  heavily	
  on	
  any	
  one	
  or	
  two	
  	
  
mobile	
  adverAsing	
...
TargeAng	
  Loyal	
  Users	
  
based	
  on	
  your	
  
Key	
  Performance	
  Indicators	
  
The	
  Growing	
  	
  
OpportuniAes	
  Using	
  	
  
Social	
  Ad	
  Units	
  
So	
  What	
  are	
  the	
  OpAons	
  in	
  Social?	
  	
  
Network	
   Ad	
  Unit	
   Performance	
  
•  Mobile	
  App	
 ...
Facebook:	
  the	
  Opportunity	
  
•  Audience	
  size	
  (1.1B,	
  751M	
  on	
  mobile)	
  
•  Mobile	
  usage	
  now	
...
Facebook	
  ad	
  unit	
  
•  App-­‐specific	
  ad	
  unit	
  
•  Links	
  directly	
  to	
  the	
  App	
  Store	
  
•  App...
TargeAng	
  OpAons	
  
•  Demographics:	
  region,	
  age,	
  gender,	
  
relaAonship	
  status,	
  educaAon,	
  new	
  jo...
What’s	
  Performance	
  Like? 	
  	
  
•  Every	
  app	
  has	
  a	
  personality	
  
–  For	
  some,	
  Facebook	
  is	
...
Fiksu	
  Findings	
  
Facebook	
  Mobile	
  App	
  Install	
  unit	
  now	
  a	
  Top	
  10	
  Ad	
  Network	
  for	
  Fik...
Case	
  study:	
  Photo/Video	
  Sharing	
  App	
  
•  Launched	
  Facebook	
  campaign	
  driving	
  10k	
  installs/day	...
bhansz@fiksu.com	
  
www.fiksu.com	
  
	
  	
  	
  	
  	
  @fiksu	
  
Thank	
  You!	
  	
  
Download	
  free	
  eBooks	
  
an...
'Successful mobile app advertising' - How to optimize an app promotion campaign around your key performance indicators - B...
'Successful mobile app advertising' - How to optimize an app promotion campaign around your key performance indicators - B...
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'Successful mobile app advertising' - How to optimize an app promotion campaign around your key performance indicators - Benjamin Hansz - #APS2013

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In his role as Regional Manger of EMEA, Ben pairs technical prowess with business savvy to manage campaigns for mobile app user acquisition platform Fiksu’s growing portfolio of EMEA clients. Ben was instrumental in establishing Fiksu’s EMEA office based in London, expanding Fiksu’s media inventory partnerships, and furthering the company’s foothold in the region.

Formerly, Ben held business development roles at various startups in addition to established IT leaders SAP and Monster Worldwide.

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'Successful mobile app advertising' - How to optimize an app promotion campaign around your key performance indicators - Benjamin Hansz - #APS2013

  1. 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. 2. Finding  the     Best  Performing     Traffic  Sources    
  3. 3. 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  
  4. 4. 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  
  5. 5. Integrate  and  OpAmise   •  BeXng  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  
  6. 6. TargeAng  Loyal  Users   based  on  your   Key  Performance  Indicators  
  7. 7. The  Growing     OpportuniAes  Using     Social  Ad  Units  
  8. 8. 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   •  Twi^er  Cards  (coming  soon)   •  Deep  linking  (coming  soon)   •  Promoted  Tweets   •  Celebrity  Tweets   •  Twi^er  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  
  9. 9. 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   Source:  Facebook  
  10. 10. 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  a^ribuAon  and  opAmisaAon  partner  like  Fiksu.  
  11. 11. TargeAng  OpAons   •  Demographics:  region,  age,  gender,   relaAonship  status,  educaAon,  new  job,  new   home,  expecAng,  just  moved…   •  Interest  opBons:  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  
  12. 12. 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  
  13. 13. 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  a^ributable  network  with  great  loyalty   •  High  volume  and  CPI  potenAal  of  £.75  -­‐  £2.25   However,  this  source  requires  very  acAve  management  to  sustain   •  SaturaBon  –  Performance  worsens  quickly  amer  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  
  14. 14. 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  amer  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!    
  15. 15. bhansz@fiksu.com   www.fiksu.com            @fiksu   Thank  You!     Download  free  eBooks   and  white  papers   www.fiksu.com/ebooks  

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