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Camerjam mobile marketing masterclass apprupt

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Qu vadis mobile apprupt

Qu vadis mobile apprupt

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  • 1. Quo vadis, mobile? apprupt GmbH April 24th 2012 Featured in:© 2012 apprupt GmbH • www.apprupt.com© 2012 apprupt GmbH • www.apprupt.com
  • 2. Quo vadis, mobile? usage situation devices marketing© 2012 apprupt GmbH • www.apprupt.com
  • 3. Quo vadis, mobile? usage situation devices marketing© 2012 apprupt GmbH • www.apprupt.com
  • 4. © 2012 apprupt GmbH • www.apprupt.com Quelle: http://www.flickr.com/photos/decor8/2038157932/sizes/o/in/photostream/
  • 5. Couch surfing /commerce© 2012 apprupt GmbH • www.apprupt.com Quelle: eTracker GmbH
  • 6. © 2012 apprupt GmbH • www.apprupt.com
  • 7. Comparison media usage© 2012 apprupt GmbH • www.apprupt.com Quelle: Flurry Report / United Digital Group
  • 8. Usage motivation© 2012 apprupt GmbH • www.apprupt.com Quelle: United Digital Group
  • 9. Gamification in ecommerce How to motivate users to act in a special way by using gaming elements (example: Zappos)© 2012 apprupt GmbH • www.apprupt.com Quelle: http://etailment.de/2012/gamification-im-e-commerce-ii-best-practices-fuer-den-einsatz/
  • 10. Quo vadis, mobile? usage situation devices marketing© 2012 apprupt GmbH • www.apprupt.com
  • 11. “War of devices“© 2012 apprupt GmbH • www.apprupt.com
  • 12. Mobile OS© 2012 apprupt GmbH • www.apprupt.com Quelle: Comscore / United Digital Group
  • 13. iPhone vs. Android app traffic iPhone Android paid free© 2012 apprupt GmbH • www.apprupt.com Quelle: Xyologic / mobile zeitgeist
  • 14. Simultaneous usage© 2012 apprupt GmbH • www.apprupt.com Quelle: Nielsen, Q2/2011
  • 15. Ecommerce and iPad© 2012 apprupt GmbH • www.apprupt.com Quelle: United Digital Group / Zanox
  • 16. Devices: complementary / replacing© 2012 apprupt GmbH • www.apprupt.com Quellen: www.GSMArena.com, /www.itespresso.de/files/2008/images/20100728_apple_imac/apple_imac_04.jpg
  • 17. 201?: online vs.MOBILE?© 2012 apprupt GmbH • www.apprupt.com
  • 18. Quo vadis, mobile? usage situation devices marketing© 2012 apprupt GmbH • www.apprupt.com
  • 19. ≠ AD AD CONTENT CONTENT© 2012 apprupt GmbH • www.apprupt.com
  • 20. Mobile (mis-) understood?© 2012 apprupt GmbH • www.apprupt.com
  • 21. ARD Sportschau Client ARD Sportschau Click-To-Calendar Business model CPC Term 2 weeks CTR (Click-Rate) 0,48% Clicks (AIs) 2.074.915 CVR (Click-to- 2 Calendar) 8,42% 1 3 4© 2012 apprupt GmbH • www.apprupt.com
  • 22. iPad Advertorial including video (mock up)© 2012 apprupt GmbH • www.apprupt.com
  • 23. Client Universal Pictures Movie release: Contraband Business model CPC Video-Landing Page & Click-To-Calendar term 3 weeks CTR (Click-Rate) 0,29 % Clicks (AIs) 20.500 (7.105.736) CTR (Click-to-Video) 31,05% Termin vormerken© 2012 apprupt GmbH • www.apprupt.com
  • 24. New format: Rich media & 360 ads© 2012 apprupt GmbH • www.apprupt.com
  • 25. Couponing Loading coupon icon to Icon-text teaser Activating coupon homescreen© 2012 apprupt GmbH • www.apprupt.com
  • 26. Couponing Store finder Map showing next store© 2012 apprupt GmbH • www.apprupt.com
  • 27. Location Based Targeting Icon-Text Teaser Local targeting Icon-Text Teaser Metropolitan area MMA-Banner Ad Impressions 618.043 Clicks 3.515 Metropolitan area CTR 0,57 % Ad Impressions 6.436.935 Leads 890 Clicks 27.873 Downloads 281 Ad Impressions 297.054 CTR 0,42 % CVR Lead 25,32% Clicks 1.122 Leads 8.000 CVR Download 8,00% CTR 0,38 % Downloads 1.286 Leads 257 CVR Lead 28,70% Downloads 15 CVR Download 4,61% CVR Lead 22,91% 1 CVR Download 1,34% 2 3© 2012 apprupt GmbH • www.apprupt.com
  • 28. Mobile Retargeting 3.5 3 2.5 2 1.5 1 0.5 0 CTR (Re-Targeting) CTR (non Re-Targeting) Laufzeit 21 Tage Abrechnungsmodell CPC CTR 1,30%© 2012 apprupt GmbH • www.apprupt.com© 2012 apprupt GmbH • www.apprupt.com © 2011 apprupt GmbH • www.apprupt.com
  • 29. Tracking & reporting (example: textunes eBooks) Client textunes Business model CPC Term 4 weeks CTR (Click-Rate) 0,57 % CVR (Click-to-Install) 16,77 % eCPI (effektive Cost-per- 2,13 € Install)© 2012 apprupt GmbH • www.apprupt.com
  • 30. Quo vadis, mobile? usage situation devices marketing© 2012 apprupt GmbH • www.apprupt.com
  • 31. get in touch Jan-Hendrik Seyfahrt apprupt GmbH Senior Category Manager Speersort 10 20095 Hamburg Tel +49 40 3252787-11 sales@apprupt.com jhs@apprupt.com Hamburg • Düsseldorf© 2012 apprupt GmbH • www.apprupt.com© 2012 apprupt GmbH • www.apprupt.com http://www.flickr.com/photos/unconstructive_bry/2975621862/