Marketing Your iOS and Android Apps Profitably

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How to market your apps on iOS and Android profitably.

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Marketing Your iOS and Android Apps Profitably

  1. 1. How to Market Your Apps on iOS/Android ProfitablySourabh Niyogi, CEO<br />
  2. 2. What we discovered in the last year ...<br />Free iOS+Androidapps make money!<br />in-app purchases<br /> subscriptions<br /> bookings<br /> direct sales<br /> ...<br /> RPU<br />If you make $750 from 1,000 app installs<br />then your RPU is $0.75...<br />
  3. 3. Many Advertisers are getting RPU!<br />Seeking new mobile behaviors<br />Seeking new gaming addicts<br />Seeking new subscribers, audience<br />
  4. 4. Problem: Profitable Application Marketing isTough<br />Typical Admob/... App Promotion Experience:<br />eCPI of $11.37 is too high.<br />Result: frustrated appvertiser<br />If you have to spend $11.37 to <br />make $0.75, you can’t scale marketing<br />
  5. 5. Solution: the MdotM Install Exchange<br />The First Install Exchange<br />for iOS and Android <br />Buy Low! Sell High!<br />Volume<br />Advertisers<br />Buy Installs<br />At LowestCost-per-Install<br />Volume <br />Publishers<br />Sell Installs<br />At Highest eCPM<br />Advertisers Buy on a CPI<br />
  6. 6. Why buy on the MdotM Exchange?<br />CPI Bidding simplifies profitable marketing<br />If<br /> RPU > Effective Cost-Per-Install,<br />then <br />You profit!<br />
  7. 7. How to Buy Installs<br />Implement Universal Tracking Codefor iOS or Android<br /><ul><li>Track Installs to measure eCPI by deviceid in iOS by referrer in Android
  8. 8. Track Post-Install Activity to measure RPUhttp://mdotm.com/promote/trackback</li></ul>Provide creative and specify CPI Bid<br />MdotM runs your creative delivering highest CVR<br />4. MdotM reports on spend + conversion results via real-time dashboard and via API<br />
  9. 9. MdotM Volume: 62MM+ Monthly [Jan 2010]<br />24.6 MM+Android<br />uniques<br />22.7 MM+iPhone<br />uniques<br />10.0 MM+iPod Touch<br />uniques<br />4.6 MM+iPad<br />uniques<br />Over 4MM installs bought<br />30-50K installs/day<br />
  10. 10. What to Buy<br />Installs from Banner Inventory<br />CPI Bids: from $.75 - $7/install<br />2. Installs from IncentivizedInventoryCPI Bids: from $.25-$.75/install<br />Advertisers compete on eCPM basis: Higher CPI Bids gets More Installs<br />
  11. 11. Banner Installs<br />Example<br />iPhone <br />300x50 In-App Ad<br />CPI Bids range from $.75 - $7/install<br />Banner AdsSupported Platforms<br /><ul><li>iPad
  12. 12. iPodTouch/iPhone
  13. 13. Android</li></ul>Supported Ad Sizes<br /><ul><li> 300x50
  14. 14. 320x50
  15. 15. 300x250
  16. 16. 728x90 (iPad only)</li></li></ul><li>Incentivized Installs<br />Example<br />Offer Wall Application<br />CPI Bids range from $.25 - $.75/install<br />Offer Wall / Offers API<br /><ul><li> Users get currency, Advertisers get Low CPI
  17. 17. Installs are usually not very engaging, but they help you rise in the App Store or Android Market rankings</li></li></ul><li>Ranking Benefits: iOSvs Android<br /><ul><li> Higher rank in App Stores = more organic installs
  18. 18. For every Paid install, you can get organic Installs
  19. 19. In iOS, ranking is proportional to downloads per hour
  20. 20. In Android, we’re still learning...</li></li></ul><li>Buying Installs Enables Lower eCPI, Profit!<br />How can $1 CPI = $0.25 eCPI?<br />Example: (Paid-to-Organic Ratio is 3)<br /><ul><li> Buy 10,000 Paid installs x$1/install = $10,000
  21. 21. Get ranked #5 in your category
  22. 22. Get 30,000 Organic installs.
  23. 23. Result: $10,000 / 40K installs = $.25 eCPI</li></ul>Buying Installs -> Lower eCPI -> Increases Profit! <br />Profitable Marketing made much easier with ranking!<br />
  24. 24. Strategies: Test, repeat, test, repeat, ...<br />Some efficient strategies our advertisers employ:<br /><ul><li> Get ranked X in Category rather than “All”
  25. 25. Test in smaller markets (e.g. CA, GB, AU, ...)
  26. 26. Measure downloads/hour in your market
  27. 27. Measure RPU carefully with post-install tracking tied to media spend
  28. 28. Do Post-Campaign Analysis down to deviceid via APIs</li></li></ul><li>Scale Your Install Buying Plan<br />Once you have a profitable marketing model... scale it!<br />Add additional media partner (eg on CPC), but:<br /><ul><li>Measure eCPI with all media partners
  29. 29. Measure RPU with APIs, post-install tracking
  30. 30. MdotM universal tracking code helps measure both</li></ul>Scale down if you can’t profit. <br />There’s always next weekend.<br />
  31. 31. 2011 Q1/Q2 Outlook<br />iOS<br /><ul><li> Out of “test” mode
  32. 32. Advertisers know RPU, eCPI.
  33. 33. Testing getting more expensive</li></ul>Android <br /><ul><li> Lots of supply to “test” with.
  34. 34. Advertisers learning RPU, eCPI now.
  35. 35. Massive growth, better in-app purchasing on horizon. </li></li></ul><li>To Learn More About Profitable App Marketing ...<br />Follow us on Twitter: @MdotMAds<br />Sonia Gonzalezsonia@mdotm.com<br />Rodney Witcherrodney@mdotm.com<br />Sourabh Niyogi sourabh@mdotm.com<br />Slides Available at: http://www.slideshare.net/mdotm<br />

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