How many people came because they deal in any way with an app? I am a German with a British passport spending my time half in London and half Munich (soon the be Berlin) and the rest elsewhere. I run a company called App Marketing Agentur in Germany and Weever Media Limited in the UK. We‘re a full service app marketing agency which means we support the app in the whole app marketing life cycle.
First I want to give you some hard facts about the ever changing app economy Then I talk a little about the shifting app marketing process Then I will determine what actually cause success in the app store and the app marketing ecosystem Then I‘ll give you my 5 top recommendations for 2014
The number of apps reach last year in Million and is appr. the same in Google Play. On a weekly basis there are 15.000 more new apps published worldwide. This huge supply meets the demand side where the smartphone and tablet penetration rates are still growing (think in Germany the growth is 60+% per year). That means more and more people are using apps as well as the replacing the time spent on the internet with the time spent on mobile. In mobile they spend 75% of their time in apps and the rest on mobile websites.
The smartphone users download apps like crazy and the download growth rate was 2013 to 2014 appr. 40% and will be so for some years to come. Obviously this is the place to be. The smartphone owners typically get their new devices for christmas so that that time of the year is the busiest time of the year with the highest cost for app promotion. Unfortunately that means also dealing with lots of campaigns during that time for app marketers. Now you know how my christmas looks like…just kidding I mean the xmas of my employees.
The US is the country with the most revenue, but closely followed by the super mature mobile societies of Japan and Korea.
Interesting to see is also the Average Revenue per Download, how much money can be made per user in the different markets. How willing are the users the carry out in-app-purchases? Here Japan is the wonderland of user monetisation and I know of games who create different game flows and prices for IAP for Japan and Korea.
The most interesting insights you get certainly from the comparision of the revenue vs. the cost per download. Again Japan offers the highest profit potential follwed by Australia and South Korea. Also you can see the huge differences in the cost per install between these markets, whith Australia, Can and US being the most expensive ones and up to twice as expensive as other markets.
Lets continue with the way of how app marketing is carried out and what changed over time.
On the app developers side there was a huge shift from paid apps to free apps. 2008 there were still 74% paid apps whereas 2013 92% of the revenue comes from freemium apps. This is caused again through the flood of apps where you have for some functionalities up to 100 similar apps. So the goal for the so called freemium apps is to give the users a taste of the app und the functionality and then monetise them for the rest of their usage life time.
A good expample is the difference between Angry Birds and Candy Crush, the most downloaded app of 2013. Angry Birds was a couple of years back a paid app where for an upfront payment the users could get the whole functionality. Candy crush on the other hand is free but sells a lots of boosters and little helpers throughout the gaming experience. That means instead of monetising the user only once the monetisation happens through his/her whole lifetime and generates in average more revenue than the paid model.
App Marketing is a young discipline in in-mature app markets; we’re doing it since 2009 and have seen lots of shifts in activities over the years.
The first wave: the early days, focus on volume: publishers mostly relied on the top chart rankings to gain visibility. Pricing was rather non-performance based, so you did not know the output of the campaign beforehand. Lots of campaigns still used CPM models which are normally used for raising brand awareness rather than user generation.
The second wave: focus on quality and performance tracking: The volume remained the main marketing objective, but CPI-based campaigns gained momentum and mobile performance marketing started becoming widespread.
There was also a shift from incentivised to non-incentivised, who does not know what incentivised means?
The third wave: focus on the quality of installs / users, the lifetime value and ROI: this is massive shift towards quality, with, in particular, the growing realization by mobile advertisers that acquiring users, even at a low price, makes no sense if these users are not retained, engaged and finally monetized. Often the marketing is carried out as CPA = cost per action where certain events in the app are defined, such as registration via FB or IAP, and then are charged only when these events happen. Due to the strong performance of Facebook the ad type has become non-intrusive and the pricing is eCPI (a FB pricing where you buy CPM but FB then calculates a effective CPI cost for you to optimize the creative in use).
What determins succes in app marketing? What factors can influence the monetisation of the app and making the developer money?
The easiest slide of the whole presentation. You would not believe what kind of enquiries we get… The app markets are too transparent and with a bad quality app you will get bad reviews and waste you marketing budget. Rather invest that money in improving the quality of the app.
The app store are almost 100% perfect markets including the absence of barriers of entry. Hence there are 12000 new apps published to the worldwide markets every week. By looking at the reasons why users download apps you‘ll see that the app store itself is of paramount importance. This is much more than browsing the internet or reading magazines, newspapers or blogs.
Success in the app store mainly comes through visibility. 63% of downloaded apps are a result of a search, so to be ranked highly in the relevant search results is crucial and can lead to increased downloads.
So, one way of being visible is in the app searches and the corresponding rankings. To improve the search rankings one can utilise app store optimisation. We hade cases where we reach up to 20% uplift in organic downloads. For niche apps this can be even higher. As a result of ASO you rank higher and broader (in more searches) in the app store search results.
The second way to gain visibility and downloads in the app store is from the top lists. To get into these lists (e.g. top free games) we run so called burst campaigns and buy traffic to bring the app to the top of the lists.
Burst campaign server the purpose of acquiring new and non-incentivised users and to get into the top rankings. As a result of the rankings and higher visibilty one can achieve an organic uplift which is ca. 65% and up to 100% for games.
All in all the app marketing (and mobile marketing) landscape is rather complex and still chaotic. This means prices and quality of users vary quite a bit between networks and traffic sources.
Also mobile technology advances very fast so that there are new approaches, targeting and networks every month. Currently hot in the mobile space are: Real-Time-Bidding and Demand-Side-Platforms, multi-screen-targeting, video ads etc.
The mobile marketing landscape can be characterised as the web 10 years ago. Also there‘s no single source with critical mass where you can generate traffic from. When you have Google and Facebook in the web there are 150+ networks to choose from. The main differences are cost, targeting, type of download and markets.
To buy traffic this little graph from our colleagues Jampp can give hints about where to buy traffic.
This is a typical situation in our work live. Depending on the market there are a lot of bargain shoppers who are trying to find the cheapest traffic. So without further undo what are my top 5 for your app marketing activities in 2014.
Number 1 without a question for us is the great success of the facebook mobile app install ads. We‘re using them at the moment in almost every project.
The ads are shown in the news feed and cover almost half the screen on a mobile handset. On top of that they look rather native so that the CTR are good. Resulting from a combination of unparalled reach, super high engagment rates and ad units this activitiy delivers some of the highest qualitiy of users.
One very special and super-performing feature FB offers is are the custom audiences and the resulting lookalkie audiences. Here you utilise the facebook logins from your app, the likes from your website or email adresses from users of interest to you. For example we create often an audience of power-users or power-monetiser. Then you ask FB to created statistical twins to whom you can show th ads only. The results are up to 20% lower cost in user acquistion.
Number 2 is a long time classic and that‘s how we started our app marketing activities before we went to become a rather performance driven agency. It is usually hard work and sucess depends on your pr and social media skills. If you manage to get a mentioning in the likes of mashbale or techcrunch you certainly made it. In any case have PR packages ready.
Re-targeting is based on the old marketing piece of wisdom that acquiring new customers is always more expensive than keep exisiting ones. The graph shows that using an app more than once does not happen for many apps and in average only 22% use an app just once after downloading.
The loyalty varies much depending on the category. With Weather and sports scores with extremly high retention rates and dating or personalisation (Android) with very low. Obvoiusly if your in-market for mobile dating you‘re out of the market completely the moment you‘re sucessfull.
So with re-targeting you can reactivat dormant users or send them the a specific game level or abandom shopping cart.
ASO I have mention before already but it‘s often such a low hanging fruit when it comes to app promotion that I want to mention it again. The top tipps here are: - If you publish in foreign markets add the language, the monetisation level will rise dramatically. There are lots of app localisation platforms wheren the can be done cheaply. The app title is by far the most important tool in ASO, so get this one right and do a proper keyword research. If you‘re coming from SEO the app store algorithms will probably disapoint you, especially the Apple one. The Google one is more sophisitcated and takes the engagement rate, the deinstallation rates amongst others into consideration. ASO tools will definately help you and I recommend to use one. If you‘re new to the topic talk to someone who does it professioanlly, compared to the media buying part ist cheap.
I told you earlier that mobile marketing world is the web world 10 years ago. Another manefistation is that fact that analytical tools not yet pervasively used (or used at all, since many companies see the need for an app but want to test-drive and put their toes into the water first). Just like what Google Analytics has become in the web- and ecommerce world this will happen in the mobile world over time. For 2014 we expect a huge leap in penetration rate of these app tracking tools.
Since the campains from the third phase of app marketing onwards are becoming more performance-driven and attribution of monetisation of traffic sources needs to be known, you need to use these tools. That means marry the data of your app and don‘t fall in love with just the idea.
I was talking to a friend of mine who is CMO of one of the biggest app games developer company the other day. He told me that the development cost for a quality game nowadays are around 1 Million. If you‘re an Indie developer your own development cost comes to a high 6 digits number. So it does not make sense from a professional standpoint to not measure what the app does and how it performs. Some KPIs could be: DAU / MAUS (daily active users to monthly active users ratio), customer life time value or average revenue per user
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Transcript of "App Vermarktung 2013"
App Marketing Kit
Die führende deutsche App Marketing Agentur
Ohne App-Marketing wir die App kein Erfolg.
Wir machen Sie fit.
App Marketing Agentur
Wir sind eine Full-Service Mobile
& App-Marketing Agentur
Offices in München und London
Im Mobile Marketing Business seit 2009
Umfassendes und effektives Partner-Netzwerk
App Marketing Kampagnen
Services für App Entwickler
PR und Review-
Mobile Ads &
Vor dem Launch
•App Store SEO (ASO)
•App Branding &
•Social Media Buzz
Nach dem Launch
•Mehr und bessere App Rezessionen
•PR und Review-Seiten
•Social Media Kampagnen
•Reporting & Optimierung
• Monetization Strategie
• Business Modeling
• Umsatz-Analyse & Projektion
• Customer Life Time Value (=wieviel
ist ein Kunde wert und wie kann man
das im Business Modell verwenden)
• Mobile Advertising Optimierung
App Discovery – App Store SEO
~60% der Downloads sind Folge des Browsen und Suchen im App Store.
Wir optimieren die Präsenz im App Store
Wir erhöhen signifikant die Sichtbarkeit, Findbarkeit und
Platzierung in den Suchergebnissen
+ App Store Sichtbarkeit
+ Such Sichtbarkeit
Wir kaufen Media von den
für die loyalsten User
für die am höchsten
Für User Akquirierung und Retention
• Modelle: Cost per Install, Cost per click, Cost per Million,
Cost per Engagement, Video Engagment, Cost per Lead,
• Incentiviert, Premium Traffic oder Real-Time Bidding
• Burst-Kampagnen für Garantierte Downloads & Rankings
• Zielgruppen-Targeting und andauerende Optimierung
• Traffic Generation for Apps
Boost oder Burst Kampagen
Effektive Push-Generierung von Usern
o In-App Werbung auf den besten App
o Garantierte Rankings
o Downloads zw. 10.000 und 60.000
o Hoher organischer Uplift (zusätzliche
Downloads) als Folge des Rankings
o Bester ROI und günstiger Cost per User Ansatz
Placement in AppsOrganischer Uplift
Mobile Videos Pay Per Install
Consumer AcquisitonPay per Engagement
Viele andere Strategien erhältlich, z.B. App Cross Promotion, Burst Kampagnen, Cost Per Lead, etc.
Downloads erzeugen wo sich
die User aufhalten und App-
Social funktioniert gut für
hochwertige User und Installationen
Neben der Suche sind soziale
Empfehlungen die wichtigsten
Wir planen und führen
Kampagnen in relevanten
sozialen Netzwerken durch
Social Media Campaigns
Social Platform Postings
Social Media Engagement
Facebook App Install Ads
What works in app marketing 2013
Social funktioniert gut für hochwertige User
Mobile App Install Ads
Social Media Campaigns
Im Gespräch zu sein ist immer noch Gold wert für jede App
• Wir arbeiten mit vielen Partnern um die App zu promoten
• Wir garantieren Rezensionen von den TOP unabhängigen
deutschen oder internationalen App Blogs und App
Wir setzen ein:
• Online PR
• App Review Seiten
• Blogger Outreach
PR & Reviews
• LTV (life time value)
• Kampagnen Performance
• KPIs & Custom User Actions
• App-Tracking Support
Reporting & Optimisation
Wir sind eine Full-Service App Marketing Agentur
• Wir bieten neben Media Buying in allen Netzwerken
auch ASO, PR, Social Media, Monetarisierung sowie
Reporting & Optimierung
• Wir arbeiten mit allen Netzwerken
• Wir bieten die besten Preise für Media Buying und
Warum die App Marketing Agentur
Auszug aus den Projekten
• Agentur gegründet 2009
• Offices in München und
• Erfahrene App-, PR- und