Sanoma Media  Business Development Mobile	App Marketing Tim Akkerman	  Twitter: @Tim_Akkerman
The mobile market
Mobile internet usage booming, driven by proliferation of apps                            Source: Sanoma Media
Nu.nl Mobile growth expectations
Mobile Advertising is growing, driven by proliferation of apps                            Source: Sanoma Media
App marketing
=
Experiment & Measurement
500.000 and counting
Cases
Weekmenu iPhone
Weekmenu iPhone case • Mobile display campaign • In a short period • With high volume of impressions
Saturday 1-1-2011 Views: 512.399  Clicks: 3.414Sunday 2-1-2011  Views: 3.885   Clicks: 69
Launch	            Mobile display
Weekmenu & Push message
Weekmenu & Push message
Weekmenu &
tekst
Weekmenu   176 users   107.712 views
Kieskeurig iPhone  (mobile display campaign)
Kieskeurig iPhone case • Mobile display campaign • A/B testing
Banner 1900.000 views                 CTR: 0,52%                               464 clicksBanner 2900.000 views            ...
Viva iPad    (special price)ecialprice offer
Viva iPad case• Special price offer
Viva iPad edition sales      Normal price: 2,39      Special price: 0,79
Viva forum iPhone      (bumper case)
Viva forum iPhone
Zwanger iPhone    (media attention)
downloads	 revenues
Media:	              Weekly e-mail (90% target group)	 Fixed banner position www.zwanger.nl (100% target group)	3 times a ...
Learnings:	Continue media use is important to keep the app under attention of                         the target group	Suc...
Key learnings	Read the reviews in the appstore and use it:
Autoweek iPad   (appstore promo)
OOGGetuige (universal)       (appstore promo)
Styletoday iPhone      (pr  display)
Display	 PR
Auto Trader 2.0 iPad(newsletter, good reviews and appstore promo)
29 juni	live in the Appstore
30 juni	first (positive) reviews roll in
14 juli	B2C Nieuwsbrief
15 juli	“uitgelicht” in Appstore
17 juli	#1 in the Appstore
#1 appstore	 appstore promo	newsletter
App marketing =Experiment     Measurement                And?                        Get your app on #1
Cause...                         Into......a Snowball effect!
For now
Let’s call it
‘The Magic 3000’
Curious?
Ask the Sanoma Mobile team!
Interested?
Sign up for theMobile newsletter
Sanoma Mobile Newsletter?
thanks          ?
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
App marketing v2
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App marketing v2

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App marketing v2

  1. 1. Sanoma Media Business Development Mobile App Marketing Tim Akkerman Twitter: @Tim_Akkerman
  2. 2. The mobile market
  3. 3. Mobile internet usage booming, driven by proliferation of apps Source: Sanoma Media
  4. 4. Nu.nl Mobile growth expectations
  5. 5. Mobile Advertising is growing, driven by proliferation of apps Source: Sanoma Media
  6. 6. App marketing
  7. 7. =
  8. 8. Experiment & Measurement
  9. 9. 500.000 and counting
  10. 10. Cases
  11. 11. Weekmenu iPhone
  12. 12. Weekmenu iPhone case • Mobile display campaign • In a short period • With high volume of impressions
  13. 13. Saturday 1-1-2011 Views: 512.399 Clicks: 3.414Sunday 2-1-2011 Views: 3.885 Clicks: 69
  14. 14. Launch Mobile display
  15. 15. Weekmenu & Push message
  16. 16. Weekmenu & Push message
  17. 17. Weekmenu &
  18. 18. tekst
  19. 19. Weekmenu 176 users 107.712 views
  20. 20. Kieskeurig iPhone (mobile display campaign)
  21. 21. Kieskeurig iPhone case • Mobile display campaign • A/B testing
  22. 22. Banner 1900.000 views CTR: 0,52% 464 clicksBanner 2900.000 views CTR: 1,10% 998 clicks
  23. 23. Viva iPad (special price)ecialprice offer
  24. 24. Viva iPad case• Special price offer
  25. 25. Viva iPad edition sales Normal price: 2,39 Special price: 0,79
  26. 26. Viva forum iPhone (bumper case)
  27. 27. Viva forum iPhone
  28. 28. Zwanger iPhone (media attention)
  29. 29. downloads revenues
  30. 30. Media: Weekly e-mail (90% target group) Fixed banner position www.zwanger.nl (100% target group) 3 times a year advertisement in ‘Ouders van Nu’ en ‘Kinderen’ Promotion NegenMaandenBeurs
  31. 31. Learnings: Continue media use is important to keep the app under attention of the target group Succesful launch and updates keep the app high ranked in the store Involvement with the product is important, also months after launch of the app! Take bugs and feedback of users serious
  32. 32. Key learnings Read the reviews in the appstore and use it:
  33. 33. Autoweek iPad (appstore promo)
  34. 34. OOGGetuige (universal) (appstore promo)
  35. 35. Styletoday iPhone (pr display)
  36. 36. Display PR
  37. 37. Auto Trader 2.0 iPad(newsletter, good reviews and appstore promo)
  38. 38. 29 juni live in the Appstore
  39. 39. 30 juni first (positive) reviews roll in
  40. 40. 14 juli B2C Nieuwsbrief
  41. 41. 15 juli “uitgelicht” in Appstore
  42. 42. 17 juli #1 in the Appstore
  43. 43. #1 appstore appstore promo newsletter
  44. 44. App marketing =Experiment Measurement And? Get your app on #1
  45. 45. Cause... Into......a Snowball effect!
  46. 46. For now
  47. 47. Let’s call it
  48. 48. ‘The Magic 3000’
  49. 49. Curious?
  50. 50. Ask the Sanoma Mobile team!
  51. 51. Interested?
  52. 52. Sign up for theMobile newsletter
  53. 53. Sanoma Mobile Newsletter?
  54. 54. thanks ?

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