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Mobile Apps Marketing Case Study Online Display Advertising vs. Mobile Display Advertising10/19/2011 ANA MATEI – Mobile Apps Marketer 1

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Product iOS app – 3D game for iPhone & iPod Touch10/19/2011 ANA MATEI – Mobile Apps Marketer 2

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Business Goal Increase the number of downloads (iOS game - free & paid) Launching Stage10/19/2011 ANA MATEI – Mobile Apps Marketer 3

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Test Goal Efficiency in Display Advertising ….when marketing an iOS mobile gameOnline Display Advertising VS. Mobile Display Advertising 10/19/2011 ANA MATEI – Mobile Apps Marketer 4

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Display Advertising Networks & Test BudgetOnline: $1.600CPM - 30 daysMobile: $1.000CPC - 1 day BU = $ 2.60010/19/2011 ANA MATEI – Mobile Apps Marketer 5

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Targeting audienceOnline Publishers:Mobile user targeting:• Country: S.U.A.• Device type: iPhone & iPod Touch• Device generation: 3G S gen & 4th gen• Internet Connection type: Wi-Fi10/19/2011 ANA MATEI – Mobile Apps Marketer 6

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Timeline for Ad Distribution | Ad Type | KPIs Online Timeline: 30 days – equal distribution Ad Cost Metric: CPM Mobile Timeline: 1 day – morning & evening Ad Cost Metric: CPCKPIs: CTR (Click-Through-Rate) CTD (Click-To-Download) CPC (Cost Per Click) App Downloads Timeline10/19/2011 ANA MATEI – Mobile Apps Marketer 7

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Online Display Advertising efficiency – 30 days BuySellAds.com reported Clicks & CTR 3.619.886 impressions & 1.551 clicks > CTR: 0.04% [CPC: $1.03] 150 app downloads > CTD: 9,67% Google Analytics reported visits 10/19/2011 ANA MATEI – Mobile Apps Marketer 8

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Mobile Display Advertising Efficiency – 1 day 552.406 impressions & 6.668 clicks > CTR: 1.21% [CPC: $0.15] 1.100 app downloads > CTD: 16,49 %10/19/2011 ANA MATEI – Mobile Apps Marketer 9

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Efficiency in Advertising Mobile Apps10/19/2011 ANA MATEI – Mobile Apps Marketer 10

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To sum upMobile Display Advertising: Is Cost Efficient Is Time Efficient Drives almost 10 times more app downloads than the online display advertising10/19/2011 ANA MATEI – Mobile Apps Marketer 11

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THANKS!Ana MateiMobile Apps Marketerwww.anamatei.rocontact@anamatei.ro10/19/2011 12