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Making Sense of The Messy State of Mobile App Marketing

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Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business …

Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue. Mack Flavelle - Tapstream - @mackflavelle ! Mack Flavelle does marketing for Tapstream. Tapstream provides best in class mobile attribution and value add services for user acquisition.
App Marketing
Understanding Ad Networks
All the same?!?
Ad Networks Overview There’s literally hundreds of ad networks, 
 each one claiming to be totally unique, 
 to have unparalleled reach 
 and to deliver premium users every time. ! Mobile Ad Networks Mobile Web Traffic Video Ad Networks Native Ad Networks Interactive Ad Networks Daily App Networks ! h p://trendblog.net/mobile-advertising-networks-overview-infographic/
Rules of Engagement
Ad Network Rules of Engagement Hat Tip: twitter.com
DSPs, SSPs , Exchanges…
It’s all about Targeting
Facebook MAI Ads On mobile, App Installs has been one of our best performing ad products, driving over 350 million installs to date. Over 60% of the top grossing apps on the Apple App Store and Google Play use Mobile App Ads, which is pre y impressive performance for a product that launched in January last year. ! - Zuck, Earnings Call: April 2014
FAN
MoPub
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
Demystifying App Marketing Tools 2
It’s simple really…
Except it isn’t. At all. It’s simple really…
Where did they come from?
A ribution Providers How to choose your third party tracking partner. Company Cost Integrations Mobile App Tracking $$ 100+ Kochava $$ 100+ Ad-X $$$ 100+ Tapstream $ 100+ Many Many More
Which way?
Mobile A/B Testing
Bridging the Gap
Deep Linking What is it? ! Why is it? ! Where is it headed?
Deep Linking Options
Mobile Ad Tech
The KPIs that Matter 3
Acquisition New Users (by source) Conversion Rates Virality
Engagement Retention 1/3/7/30 Session Length Session Interval Uninstalls
ARPU / ARPPU ARPDAU LTV Monetization
Questions? Mack Flavelle VP of Biz Dev Tapstream @mackflavelle Dan McGaw Director of Marketing KISSmetrics @danielmcgaw

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  • 1. Mack Flavelle, VP of Marketing Making Sense of the Messy State of Mobile App Marketing
  • 2. Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue. Mack Flavelle - Tapstream - @mackflavelle ! Mack Flavelle does marketing for Tapstream. Tapstream provides best in class mobile a ribution and value add services for user acquisition.
  • 3. @mackflavelle #KISSwebinar Join Mack on Twi er
  • 4. @danielmcgaw #KISSwebinar Follow-me and join the conversation
  • 5. App Marketing
  • 6. WATCH WEBINAR RECORDING NOW
  • 7. Understanding Ad Networks 1
  • 8. All the same?!?
  • 9. Ad Networks Overview There’s literally hundreds of ad networks, 
 each one claiming to be totally unique, 
 to have unparalleled reach 
 and to deliver premium users every time. ! Mobile Ad Networks Mobile Web Traffic Video Ad Networks Native Ad Networks Interactive Ad Networks Daily App Networks ! h p://trendblog.net/mobile-advertising-networks-overview-infographic/
  • 10. Rules of Engagement
  • 11. Ad Network Rules of Engagement Hat Tip: twitter.com/kamobit ! 1. Ask for specific examples of publishers who will be showing your add. 2. What are the targeting capabilities of your network? 3. How do you determine the targeting parameters? Is it 1st party data? Do you infer them from a statistical model? 4. Where do the ad units show up? Ask for screenshots - this is really important. 5. How much traffic do you drive for your biggest advertiser on avg. per week, month, etc. 6. What do the most effective ads look like? Ask for examples they can send you. 7. What can I expect in terms of cost and conversion rate based on other advertisers with a similar audience/product? !
  • 12. DSPs, SSPs , Exchanges…
  • 13. It’s all about Targeting
  • 14. Facebook MAI Ads On mobile, App Installs has been one of our best performing ad products, driving over 350 million installs to date. Over 60% of the top grossing apps on the Apple App Store and Google Play use Mobile App Ads, which is pre y impressive performance for a product that launched in January last year. ! - Zuck, Earnings Call: April 2014
  • 15. FAN
  • 16. Twi er
  • 17. MoPub
  • 18. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  • 19. Demystifying App Marketing Tools 2
  • 20. It’s simple really…
  • 21. Except it isn’t. At all. It’s simple really…
  • 22. Where did they come from?
  • 23. A ribution Providers How to choose your third party tracking partner. Company Cost Integrations Mobile App Tracking $$ 100+ Kochava $$ 100+ Ad-X $$$ 100+ Tapstream $ 100+ Many Many More N/A N/A
  • 24. Which way?
  • 25. Mobile A/B Testing http://github.com/aomojola http://leanstack.io/aomojola/mobile-ab-testing-service-comparison
  • 26. Bridging the Gap
  • 27. Deep Linking What is it? ! Why is it? ! Where is it headed?
  • 28. Deep Linking Options
  • 29. Mobile Ad Tech
  • 30. The KPIs that Ma er 3
  • 31. Acquisition New Users (by source) Conversion Rates Virality
  • 32. Engagement Retention 1/3/7/30 Session Length Session Interval Uninstalls
  • 33. ARPU / ARPPU ARPDAU LTV Monetization
  • 34. Questions? Mack Flavelle VP of Biz Dev Tapstream @mackflavelle Dan McGaw Director of Marketing KISSmetrics @danielmcgaw
  • 35. THANK YOU Mack Flavelle @mackflavelle

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