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November 2012Marketing in the Mobile First EraRichard Firminger, GM, EMEA
STAGE 3: THE TWO-SIDED PLATFORM                  3             2                     3                                    ...
The Rise of Mobile Apps Flurry Sessions per Month                                                                         ...
Competition for Consumers Continues to IncreaseOver 1 million available apps on iOS and Android                           ...
Addressable Market to Surpass 1 Billion Next YearActive smartphone & tablet devices Total Addressable Market Aggressive: 5...
Apps Are Disrupting the WorldTop Countries by Active iOS & Android Devices (millions)                                     ...
Apps Are Disrupting Emerging MarketsFastest Growing iOS & Android Markets by Active Devices401%         279%              ...
Microsoft Blows by a Beleaguered Research in MotionFlurry New Project Starts, RIM vs. Microsoft                           ...
Microsoft Sets Its Sights on AndroidFlurry New Project Starts Q2 2011 vs. Q2 2012                  1%   1%                ...
Mobile App Usage Overtook Online in 2011U.S. mobile apps vs. web consumption, minutes per day   WEB BROWSING       MOBILE ...
Mobile Apps Dominate Time Spent on SmartphonesShare of time spent on smartphones                                        Mo...
Loyalty by Application Category
Smartphones, Tablets and TV’s
Tablet Usage Is More Concentrated during Primetime         Usage by Hour, Smartphones versus Tablets           9%% of Audi...
Tablet Usage is Longer but Less OftenApp Engagement, Smartphones versus Tablets          12.9                        9.5  ...
Tablet Users Trend OlderAge Distribution, Smartphones versus Tablets  Average Age  Smartphones:   30                      ...
Tablet Usage is More Gender BalancedGender Comparison, Smartphones versus Tablets         44%         56%                 ...
Tablet Usage More Media & Entertainment OrientedTime Spent per Category, Smartphones versus Tablets                       ...
Even Canabilising Prime Time TV ViewingTime spent using smart devices while watching TV    1.61.6       HRS    HOURS      ...
Mobile Ad Spends Are Taking Off
A Shift in Ad Spending Is Inevitable2011 U.S. ad spending vs. consumer time spent 43%       40%                           ...
Marketers Are Already Committed% of marketers in 2011 that planned to:   Increase 2012 Mobile Ad Budget                   ...
Revenue Is Scaling           WW iOS & Android App Revenue by Source           $9Billions                    ADVERTISING RE...
Mobile App Media Maturing     TODAY               OVER NEXT 12 MONTHSLoosely-targeted         Target User Interest, Age,Ca...
The App Marketing Virtuous Cycle
The New App Marketing Virtuous Cycle1. The Current State of App Marketing2. Can We Find Another Way?3. The New App Marketi...
Today App Marketing = App Store Rank• Buy enough thrust to get into orbit (downloads in 24 hours)• Don’t worry about the q...
Fuel Prices Are Going Up
It’s Already Expensive      Rank                Required                 Subsequent        1                 150,000      ...
Retaining Users Is a Challenge94% of all acquired users churn out           1.9 Billion                                   ...
What if You Could Bring Back Your Best Users?         1.9 Billion                                                         ...
A New Approach to Break the Churn Cycle     CURRENT APPROACH:            A BETTER APPROACH:        RANK DRIVEN            ...
Leverage Engaging Units and Optimized Pricing      New             Re-Engagement           Trailers                    Cus...
Get Unmatched Reach and Targeting Options• Reach over 250 million mobile app users through AppCircle• Get the deepest targ...
Flurry Ad Analytics: Optimize User Acquisition SpendingMeasure cost and quality of users by acquisition channel• Measure t...
Turning Apps into Media Properties
The Great Mobile Advertising Gap2011 U.S. ad spend versus time spend per media 43%       40%                              ...
Not All Advertising is Created Equally
The eCPM Impact of Attracting Premium AdvertisingMobile Publisher eCPMs                              Optimizing your ad mi...
Brands Are Moving to Mobile                              Source: eMarketer, April 2012
So What Do Brands Need?    Audience Scale        Audience Targeting      You Have It           You Need It
How to Make Your Applications Media-ready1. Understand your audience2. Define the advertisers you want to attract3. Come u...
Thanksrichard@flurry.com
Richard Firminger
Richard Firminger
Richard Firminger
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  1. 1. November 2012Marketing in the Mobile First EraRichard Firminger, GM, EMEA
  2. 2. STAGE 3: THE TWO-SIDED PLATFORM 3 2 3 ANALYTICS APPSPOT AdvertisersPublishers AD APPCIRCLE APP MEASUREMENT AND ADVERTISING PLATFOM 1 Flurry Analytics LAUNCHED JUNE 2012- THE TWO-SIDED PLATFORM PUBLISHERS: DIRECT, INDIRECT, DESK TRADED AD MONETIZATION ADVERTISERS: AD EFFECTIVENESS, MEASUREMENT AND ROI ANALYSIS BUILT IN NETWORK EFFECTS
  3. 3. The Rise of Mobile Apps Flurry Sessions per Month Facebook vs. Social AppsBillions 50 26 21 MINS 40 MINS Web Apps 30 Web Browsing vs. Apps 20 74 81 MINS MINS Web Apps 10 - Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul 08 08 08 09 09 09 09 09 09 10 10 10 10 10 10 11 11 11 11 11 11 12 12 12 12
  4. 4. Competition for Consumers Continues to IncreaseOver 1 million available apps on iOS and Android 600 GOOGLE PLAY iTUNES APP STORE 500 460 425 400 350 250 250 200 160 80 28 20 2March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 April 2012
  5. 5. Addressable Market to Surpass 1 Billion Next YearActive smartphone & tablet devices Total Addressable Market Aggressive: 5B WW Mobile Device Owners Conservative: 2B WW Adults, Middle Class or higher 1.1 B Upside: Smartphones – dropping prices, especially Android Tablets – little replacement, mainly new; sub for PCs Connected TVs – to be shipped Reference: 660 M 2.3 Billion Internet Subscribers today 331 M 76 M 23 M Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E Source: Flurry Analytics
  6. 6. Apps Are Disrupting the WorldTop Countries by Active iOS & Android Devices (millions) Source: Flurry Analytics active devices July 2012
  7. 7. Apps Are Disrupting Emerging MarketsFastest Growing iOS & Android Markets by Active Devices401% 279% 220% 217% 196% 193% 193% 189% 185% 171% China Chile Brazil Argentina Iran Vietnam Mexico Russia Turkey India Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011
  8. 8. Microsoft Blows by a Beleaguered Research in MotionFlurry New Project Starts, RIM vs. Microsoft 6%6% WINDOWS PHONE BLACKBERRY5% 4%4% 3%3% 3% 2% 3% 2% 2%2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%1% 2% 1% 1% 1% 1% 1% 1%0% Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Source: Flurry Analytics
  9. 9. Microsoft Sets Its Sights on AndroidFlurry New Project Starts Q2 2011 vs. Q2 2012 1% 1% 3% 1% 27% 28% 71% 68% Q2 2011 Q2 2012 iOS Android Windows Phone BlackBerry Source: Flurry Analytics
  10. 10. Mobile App Usage Overtook Online in 2011U.S. mobile apps vs. web consumption, minutes per day WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 72 64 MINUTES MINUTES MINUTES MINUTES MINUTES 43 MINUTES Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only
  11. 11. Mobile Apps Dominate Time Spent on SmartphonesShare of time spent on smartphones More than 18.5% Browser 80% of mobile minutes 81.5% are spent in apps Apps Source: comScore, March 2012
  12. 12. Loyalty by Application Category
  13. 13. Smartphones, Tablets and TV’s
  14. 14. Tablet Usage Is More Concentrated during Primetime Usage by Hour, Smartphones versus Tablets 9%% of Audience Using Smartphones 8% Tablets 7% 6% 5% 4% 3% 2% 1% 0% 5am 6am 7am 8am 9am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 1am 2am 3am 4am Hour of Day Source: Flurry Analytics, Sep 2012
  15. 15. Tablet Usage is Longer but Less OftenApp Engagement, Smartphones versus Tablets 12.9 9.5 8.2 4.1 Weekly Frequency of Use Minutes per Session Smartphones Tablets
  16. 16. Tablet Users Trend OlderAge Distribution, Smartphones versus Tablets Average Age Smartphones: 30 33% Tablets: 34 26% 24% 21% 21% 18% 19% 17% 14% 7% 13 - 17 18 - 24 25 - 34 35 - 54 55+ Smartphones Tablets Source: Flurry Analytics, Sep 2012
  17. 17. Tablet Usage is More Gender BalancedGender Comparison, Smartphones versus Tablets 44% 56% 49% 51% Smartphones Tablets Source: Flurry Analytics, Sep 2012
  18. 18. Tablet Usage More Media & Entertainment OrientedTime Spent per Category, Smartphones versus Tablets Productivity Entertainment News 1% 3% 2% Other OtherLifestyle Utilities 11% 7% 3% 4%Health &Fitness Games Entertainment 3% 39% 9% Social Utilities Networking 17% 10% Games 67% Social Networking 24% Smartphones Tablets
  19. 19. Even Canabilising Prime Time TV ViewingTime spent using smart devices while watching TV 1.61.6 HRS HOURS 1.7 HOURS 84% of mobile device owners spend over 1.6 hours per day using mobile devices while watching TV TABLET SMARTPHONE OWNERS OWNERS Sources: OPA / Magid Portrait of Today’s Tablet User Wave II, July 2012; Portrait of Today’s Smartphone User, August 2012
  20. 20. Mobile Ad Spends Are Taking Off
  21. 21. A Shift in Ad Spending Is Inevitable2011 U.S. ad spending vs. consumer time spent 43% 40% AD SPEND PER MEDIA TIME SPENT PER MEDIA 29% 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
  22. 22. Marketers Are Already Committed% of marketers in 2011 that planned to: Increase 2012 Mobile Ad Budget 72% Increase Mobile Ad Budget BY OVER 50% 35% Source: IAB / Ovum Marketer Perceptions Of Mobile Advertising July 2011
  23. 23. Revenue Is Scaling WW iOS & Android App Revenue by Source $9Billions ADVERTISING REVENUE $8 PREMIUM & IAP REVENUE 23% $7 $6 $5 18% $4 77% $3 82% $2 $1 $- 2010 2012E Source: Flurry Analytics, forecast based on Flurry analysis
  24. 24. Mobile App Media Maturing TODAY OVER NEXT 12 MONTHSLoosely-targeted Target User Interest, Age,Campaigns Gender and LocationUnable to Measure Track Conversion Quality andCampaign Effectiveness Brand Metrics ImpactFragmented Media Is Purchase at Scale via AgencyHard to Buy Trading Desks and Premium Media Representatives
  25. 25. The App Marketing Virtuous Cycle
  26. 26. The New App Marketing Virtuous Cycle1. The Current State of App Marketing2. Can We Find Another Way?3. The New App Marketing Virtuous Cycle
  27. 27. Today App Marketing = App Store Rank• Buy enough thrust to get into orbit (downloads in 24 hours)• Don’t worry about the quality of users you’re using as thrust• Once you rank, your app gets an organic lift• And then, when you run the numbers, blended CPA is “cheap”• What’s wrong with this picture?
  28. 28. Fuel Prices Are Going Up
  29. 29. It’s Already Expensive Rank Required Subsequent 1 150,000 180,000 Top 5 125,000 150,000 Top 10 100,000 125,000 Top 15 75,000 100,000 Top 25 50,000 75,000 Top 50 30,000 45,000 Required = number of downloads required in 24 hours to reach position Subsequent = number of downloads per day once position is reached
  30. 30. Retaining Users Is a Challenge94% of all acquired users churn out 1.9 Billion 120 Million USERS ACQUIRED STILL USING DURING JAN – JUN 2012 1ST WEEK OF OCTOBER Source: Downloads and Usage Tracked Across All Acquisition Channels by Flurry Analytics
  31. 31. What if You Could Bring Back Your Best Users? 1.9 Billion Heavy Users Used Before Last Update In Favorable Geo Key Target Demo Social Used Influencers More Than Spenders Once 120 Million USERS ACQUIRED STILL USING DURING JAN – JUN 2011 1ST WEEK OF OCTOBER Source: Downloads and Usage Tracked Across All Acquisition Channels by Flurry Analytics
  32. 32. A New Approach to Break the Churn Cycle CURRENT APPROACH: A BETTER APPROACH: RANK DRIVEN CONSUMER LTV RE-ENGAGE ACQUIRE ORGANIC ACQUIRE LIFT TO RANK SEGMENT
  33. 33. Leverage Engaging Units and Optimized Pricing New Re-Engagement Trailers Custom Creative CPI basis, bidded CPR basis, bidded CPCV basis, bidded CPC basis*$0.75 minimum bid $0.50 minimum bid $0.02 minimum bid (to App Stores) bidded, no min bid *Flurry Ad Analytics is required to track installs
  34. 34. Get Unmatched Reach and Targeting Options• Reach over 250 million mobile app users through AppCircle• Get the deepest targeting on mobile –Device and OS –Geography, down to the city level –Age and gender –Personas (over 22 to choose from) • Re-target your valuable segments –Based on segments and analytics events in your app –Based on time lapsed since last use
  35. 35. Flurry Ad Analytics: Optimize User Acquisition SpendingMeasure cost and quality of users by acquisition channel• Measure the performance of all user acquisition channels• Track the performance of quality conversions the way you define it• Automatically create segments to track retention and churn per channel• Absolutely no disruption to the user experience or flow This is a big deal for mobile app developers and marketers because, currently, these folks are buying from something like ten to fifteen ad networks, and yet have little visibility into the types of users being returned. TechCrunch, June 2012 Buying from so many sources, brands are often left to question whether the acquisitions they receive are of value to the brand and its success metrics. Ad Analytics automatically tracks clicks and installations and attributes them to the correct campaigns and traffic sources. It then allows marketers to view the behavior of users after they download. AdAge, June 2012
  36. 36. Turning Apps into Media Properties
  37. 37. The Great Mobile Advertising Gap2011 U.S. ad spend versus time spend per media 43% 40% Ad Spend per Media Time Spent per Media 29% 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
  38. 38. Not All Advertising is Created Equally
  39. 39. The eCPM Impact of Attracting Premium AdvertisingMobile Publisher eCPMs Optimizing your ad mix $5+ can increase ad revenues by more than $1.5 Today Optimized 3X
  40. 40. Brands Are Moving to Mobile Source: eMarketer, April 2012
  41. 41. So What Do Brands Need? Audience Scale Audience Targeting You Have It You Need It
  42. 42. How to Make Your Applications Media-ready1. Understand your audience2. Define the advertisers you want to attract3. Come up with an immersive, quality experience4. Package it right5. Get your sales team: Build or Outsource6. Execute the campaign
  43. 43. Thanksrichard@flurry.com
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