Fiksu mobile monday case study jan 2013 v4

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Fiksu presents Mobile App Marketing case study at joint Mobile Monday Boston / MITEF Cambridge event on Jan. 14, 2013

Fiksu presents Mobile App Marketing case study at joint Mobile Monday Boston / MITEF Cambridge event on Jan. 14, 2013

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  • I’m going to start with a little personal story So, like many people in the room, I’ve been to a few of these Mobile Monday events over the years But there's always one that stands out. It was 3 years ago in 2010 There was guy called Micah Adler who was presenting He was describing how he & a small team of phds & computer scientists were working on optimization algorithms for mobile app advertising. To be honest, it all sounded pretty complicated, but very interesting I was kind of intimidated but eventually I got the courage to get talking with him. Three years later and I’m here representing the company! Everyone at Fiksu is proud to say that we’re now a thriving Boston company with over 150 people So get talking tonight as you never know what connections you’re going to make
  •   OK so Fiksu today… just very quickly…. We’re still doing User Acquisition for Mobile Apps Today we describe it as a Marketing Platform There’s lot of technology behind that but I’m going to use layman’s terms to pick on a few features: Access to all major ad networks + traffic sources Algorithmic-based targeting of loyal users Real time tracking + optimization Single SDK
  • Now I’d like to talk you through a case study of a client that we’ve been working with for over 2 years They are a public company Over $100M in revenue 10 - 20 M people use their services.   Over this time period they've faced a massive challenge Shifting their user base from online to mobile app versions of their sites On iPhone, iPad & Android And for them it's been imperative to do that, because they've seen a lot of new entrants, coming into mobile and trying to disrupt the space   I want to share with you a few things that we’ve learnt in working with them over this time period
  • 1. For a shift of this magnitude you need a steady continuous effort in user acquisition Week over week, month over month you need to be delivering hundreds of thousands of new users One campaign here, one campaign there isn't going to do that.... this needs an ongoing effort. It also means, you need to consider every option there is for advertising and user acquisition I looked into our dashboard and did a count: we've worked with 50 different ad networks, across 3 different platforms and we've set up over 500 different campaigns over the last 2 years. Now that has been a combination of different types of ad networks. Some I would classify as “traditional” like AdWords & iAd Others I would classify as “emerging” like the Supply Side Platforms, Nexage, MoPub etc We have also utilized inventory from incentivized sources like FreeMyApps & TapJoy
  • 2. Need to optimize & test to keep CPAs under control One of the things you’ll find from running with a given ad network for a long period of time, is that costs can start to creep up over time Client wanted us to keep CPAs down to $2 – 3, so needed to constantly test new things Set aside 10% of budget for testing We used that budget to test new ad networks, creative messages and ad units e.g. banner, gif etc One of our big successes in 2012 was Pandora which grew to be a really important traffic source. On Pandora you can optimize by age and genre. For this particular app we found the 55 + age group was hitting it out of the park, regardless of whether the music genre was jazz, classical holiday or christian
  • 2. Every app has a sweet spot in the App Store App Store visibility is really important, if you let an app slip down the rankings then organic discovery will diminish But there's huge competition to be in the top ranks. We've done some very concerted pushes with this app, driving huge volumes of downloads over short periods. But to be honest, we have not found top 10 or top 25 overall to be cost effective. The apps that succeed in the very top of the app are: utilities/social networking apps that have really broad appeal and might be used every day of the year, games and topical apps that have a short time span. The rank position that we did find most effective was a top category rank We have sustained this app in a top category rank for entire period One nuance is that we do keep an eye on where competitors are ranked. If we see them creep ahead then we’ll be in conversations with the client to see how best to respond.   That’s all I have.   Love to hear your questions in a bit, love to get chatting after the panel.

Transcript

  • 1. FiksuHigh Performance App Marketing January 14, 2013, Mobile Monday Jo Wightman, Director of Client Development
  • 2. The Fiksu Approach Fiksu Mobile App Marketing Platform – User Acquisition for iOS and AndroidAccess to all major networks & traffic sources (45+) Real-time tracking & optimizationAccess to billions of impressions; avoid saturation Post-download/loyal user tracking Single SDKAlgorithm-based targeting of loyal users Simple drop-in – 1 operation vs. manyDelivers on your monetization strategy 100% advertiser focusedFully managed by Fiksu Fiksu serves only you – no inventory to “move”Nothing to learn or implement Central dashboard Measurement simplicity, anytime access
  • 3. Case study: Using mobile marketing totranslate online success to the mobile arena 
  • 4. Case study‣ Client: $100M+ public company‣ Strong brand name and positioning online (desktop)…‣ … but competitors entering the mobile space were threatening
  • 5. Lesson #1: Effort and execution‣ Steady, continuous campaign, targeting the ideal user across an array of different traffic sources › Ad networks › Publisher direct , social › RTB‣ High quality creative‣ Track ROI through to last dollar‣ Occasionally use burst strategy
  • 6. Lesson #2: Keep testing and optimizing‣ Need to constantly test & refresh new opportunities › Ad Networks “traffic sources” › Inventory units e.g. video, animated gif, banner › Creative messages‣ Set aside 10% of budget‣ Pandora is a great example
  • 7. Lesson #3: Find your ideal rank‣ Every app has a sweet spot in the App Store…‣ … but it isn’t necessarily Top 10 overall!‣ Burst should be part of your strategy‣ Need to figure out optimal rank for organic uplift › May vary according to seasons and market factors