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Fiksu presentation at AppConext: User Acquisition and Discovery-Why a Cohesive Approach Provides the Best Results


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Fiksu presentation at AppConext: User Acquisition and Discovery-Why a Cohesive Approach Provides the Best Results

  1. 1. User  Acquisi5on  &  Discovery  –   Why  a  cohesive  approach   provides  the  best  results   Chris&an  Galvin  –  US  Sales  Director,  Mobile  Apps   October  24,  2013    
  2. 2. Chris5an  Galvin   US  Sales  Director,  Mobile  Apps   Fiksu,  Inc.   @5xlist   @fiksu  
  3. 3. About  Fiksu     500 1800  CLIENTS   300%   YEAR  OVER   YEAR  GROWTH       200 3  PEOPLE    APPS    CONTINENTS         Global  Footprint:  8  worldwide  offices  in  Boston,  San  Francisco,  Europe  and  Asia.     Clients  include:   •  Leading  eCommerce  brands   •  World  class  brand  marketers   •  33  of  the  Top  50  grossing  game  publishers    
  4. 4. Agenda   •  •  •  •  •  •  The  Opportuni5es   The  Challenges   Best  Prac5ces  for  Success   Case  Studies   Choose  a  Proven  Technology  Partner   Ques5ons  
  5. 5. The  Opportuni5es  
  6. 6. $100  Billion  Dollar  Mobile  App  Economy   $74  billion     Shipments  of     connected  devices   Mobile  app  &  ad     revenue  combined     for  over     $19  billion     in  2012   MARY  MEEKER   "2012  KPCB  Internet     Trends  Year-­‐End  Update"   1  billion  units     in  2012   Apple    ~20x  more     iOS  devices  than     Macs  in  Q4     IDC  Worldwide     Dec  2012     Apple  and     Google  Play     app  store    downloads   topped   102  billion   in  2013    GARTNER   Sept  2013   in  revenue  will     be  generated     by  mobile  apps     in  2016.     GARTNER     Market  trends    Aug,  2012  
  7. 7. Consumers  Prefer  Apps   87%  of  consumer  5me   spent  in  mobile…  is  in  apps   •  Men:   25  h  53  m   APP   Games,  news,  produc5vity,  u5lity,   communica5ons,  social   networking…     Women:   28  h  7  m     13%  of  consumer  5me  is   spent  in  mobile  web   •    Smartphones   Mobile   Web   Men:   4  h  1  m   Women:   4  h  23  m   In  browser,  surfing  the  web,   emula5ng  the  desktop  experience.   Source:  Nielsen  
  8. 8. Mobile  Apps  –  Strategic  Advantages   Mul5-­‐event  marke5ng       Pre-­‐download   •  Impression,  click,  App  Store  landing  page  >>>  download     Post-­‐download   •  •  •  Persistent  device  presence   Immersive  in-­‐app  experience  &  engagement   Ongoing  push  no5fica5ons   Overall   •  •  •  Undervalued   Consumer  preference   Growing  not  disappearing  
  9. 9. Desktop  /  App  Cost  Comparison   Cost  Per   Download   Example  Desktop   AdWords  Click   Global  Sports  Brand   Global:  iOS   $.64   $1.08   Large  CE  Brand   Global:  Android   $.57   $1.36   Fast  Casual  Chain   US:  iOS  &  Android   $.24   $.85   Client   Scope   Source:  Fiksu   Fiksu  Cost  per  Loyal  User  Index  
  10. 10. The  Challenges  
  11. 11. Big  Opportunity  –  Big  Challenges   “Consumers  have  never  been  more  connected  –  but  it’s  never  been  harder  to  connect  with  them.”    –  Tom  Daly,  Coca-­‐Cola   •  1.8M  apps  in  Apple  App  Store  &  Google  Play   •  Top  25  developers  control  >  50%  app  store  revenues     (CANALSYS,  DEC  2012)   •  Average  user:  has  40  apps,  but  regularly  uses  only  15     (HARVARD  BUSINESS  REVIEW,  MAR  2013)   •  26%  of  all  app  downloads  are  used  only  once     (LOCALYTICS,  MAR  2011)   •  Measurement  &  ROI:  Is  the  biggest  mobile  marke5ng  challenge  –     cited  42%  of  survey  respondents     (FORRESTER  RESEARCH,  SEPT  2012)   •  Fragmenta&on:    a  complex  ecosystem  full  of  disparate  point  products   •  (  
  12. 12. Fragmented  Mobile  App  Marke5ng  Ecosystem   Source:  Luma  Partners  
  13. 13. Mobile  App  Marketer’s  Dilemma   Whether  NEW  to  app  markeHng  or  a  Seasoned  Veteran    ALL  ParHcipants  face  similar  issues!   •  •  •  •  •  •  •  The  big  ques5on:    “How  to  succeed?”   How  do  I  get  loyal  users  -­‐  those  most  likely  to  mone5ze  -­‐  at  scale?   What’s  the  “ideal”  ranking  to  achieve  in  the  App  Store?   How  do  I  achieve  that  rank?   How  much  does  it  cost?   Which  traffic  sources  deliver  the  best  results?   How  do  I  get  visibility  to  my  ROI?  
  14. 14. Success  
  15. 15. User  Acquisi5on  Best  Prac5ces   1.  Strategic  goal  serng   2.  Maximize  organic  lis  through  op5mal  App  Store  rank   3.  Incorporate  vast  global  media  inventory   4.  Support  all  forms  of  atribu5on  &  measure  everything   5.  Learn  from  the  past   6.  Let  big  data  drive  op5miza5on   7.  Op5mize  on  all  event  types  and  generate  downloads  from  loyal  users   8.  U5lize  real  5me  bidding  (RTB)   9.  Take  advantage  of  social  media   10.  Create  strategies  for  peak  periods  
  16. 16. Strategic  Goal  Serng   Not  Strategic   •  Launching  an  app   •  Achieving  specific  category  or  overall  App  Store  rank   •  Genera5ng  100K  or  1  Million  downloads   Strategic   •  Aligning  mobile  app  objec5ves  with  your  primary  business  purpose   -­‐  “Mobile  first”  mentality   •  Integra5ng  mobile  app  marke5ng  into  your  overall  mix   •  Understanding  mobile  app  new  revenue,  revenue  protec5on  &  margin   contribu5ons     •  Adjus5ng  marke5ng  budgets  &  spend  in  accordance  with  contribu5ons  
  17. 17. Maximize  Organic  Lis  Through     Op5mal  App  Store  Rank   Rank   •  Organic  lis:      organic  downloads  driven  by  ad  spend   #1   .   .   •  Goals  based  on  rank:   .   •  Best  cost/organic  download   •  Maximize  volume   •  Quality  of  organic  users   •  Key  variables  to  track:   •  Overall  app  rank   •  Category,  sub-­‐category  rank   •  App  ra5ngs   .   .   –   .   .   .   .   .   .   –   .   .   .   .   .   XX   Cost  >  Benefit   Op5mal  ROI   Insufficient   volume  
  18. 18. Incorporate  Vast  Global  Media  Inventory   Incen5vized   Non-­‐Incent  Networks  &  Aggregators   RTB  Exchanges   Social   Publisher  Direct   Example:  Fiksu  reaches  250  billion  iOS  and  Android  impressions  per  month…  sHll  hungry  
  19. 19. Incorporate  Vast  Global  Media  Inventory   Change  is  Rapid   •  Networks  owning   considerable  share  can   change  virtually   overnight   Need  to  be  nimble     •  Adver5sers  need  to  be     able  to  shis  media  spend   rapidly  to  find  the  best   traffic  sources.  and   respond   Change  Con5nues   •  As  noted,  change  is   ongoing.  Find  a  partner   that  can  respond     Share  Volume  by  Network   2012   10%   Share   2011   60%   Share   2011   30%   Share   2012   0%   Share   2013   5%   Share  
  20. 20. Support  All  Forms  of  Atribu5on  –     and  Measure  Everything   Device  Iden&fier   Apple  Adver5sing   Iden5fier,     Facebook  ID,  MAC   Address,  IMEEI  and   others   Digital  Fingerprin&ng   Takes  “digital  fingerprint”   of  configura5on.  Matches   configura5on  at  5me  of   conversion     HTML  5  Cookie   Small  file  stored  in  local   storage  (“cookie-­‐like”)   Requires  a  redirect  to   Safari  Browser,   Android  Referrer   Standard  Google  Play   atribu5on  methodd  
  21. 21. Learn  from  the  Past   Billions  of  historical  markeHng  data  points   AutomaHcally  acHonable  for  current  and  future  markeHng  /  ad  buying  decisions  in  real  Hme     Receiving  over  5%  of  iOS   app  launches  worldwide   Fiksu  ‘Knowledge  Base’:  Mobile  User  Profile  Store   •   300  Million  Unique  iOS  User  Profiles   •   100  Million  Unique  Android  User  Profiles      Mobile  Event  Data  infrastructure   •   130  Billion  Marke5ng  Events  per  Month   •   Tracked  110  Billion  Launches    
  22. 22. Let  Big  Data  Drive  Op5miza5on   •  For  op5mal  ad  spend,  take  a  “Big  Data”  approach  to  op5miza5on.     •  Consider  an  ad  program  with:   –  –  –  –  –  –  5  crea5ves   4  sizes  each   3  networks  with  thousands  of  publishers   10  countries   3  devices   2  opera5ng  systems   •  Mul5ply  by  thousands  of  poten5al  combina5ons  to  iden5fy  what’s   driving  best  results.   •  Requires  an  op5miza5on  engine  that  considers  all  data  in  every   possible  combina5on.  
  23. 23. Op5mize  Based  On  All  Event  Types   &  Generate  Downloads  from  Loyal  Users   Atribute  post-­‐download  ac5ons  driving  your  business   App  Launches   Purchases   Registra5ons   Online  &  Physical  Sales   Device  Type   Geography   Tie  ac5ons  back  to  points  of  origin     Media  Sources   Crea5ve   Tightly  couple  to  op5miza5on  for  best  performance   Op5mize     on   Downloads   Op5mize     on  loyal  users-­‐   Up  to  3x     performance   “Expanded  loyal  user  base          while  reducing  cost  to  acquire        loyal  users  by  50%;  achieved  #2                in  iOS  ProducHvity  category.”      –  Cole  Mercer,  Director  of  Marke5ng,  Lemon  
  24. 24. U5lize  Real-­‐Time  Bidding   RTB  exchanges:  the  most  transparent  way  to  buy  media     •  Purchasing  more  directly  from  publisher   •  Delivers  best  price/performance   •  Many  adver5sers  do  not  access  this  inventory   •  Integrate  op5miza5on  and  atribu5on  directly     with  RTB  Exchanges  to  ensure  efficiency  
  25. 25. Take  Advantage  of  Social  Media     •  To  date:  Facebook  and  Twiter  only  concrete   success  stories  for  mobile  app  marke5ng   •  Facebook     –  Ad  types  specific  to  apps   –  Powerful  targe5ng  op5ons   •  Twiter   –  Sponsored  tweets   –  Celebrity  tweets  
  26. 26. Facebook:  The  Opportunity   •  •  •  •    Audience  size  (1.15B,  820M  on  mobile)   Mobile  usage  now  70%+  of  MAU   App-­‐specific  ad  unit   Segmenta5on  op5ons   To  maximize  this  opportunity,  marketers  must  measure   downloads  and  loyal  usage  ac5ons.   Your  choice  is  to  build  it  yourself  –  or  work  with  a  Facebook-­‐ integrated  atribu5on  and  op5miza5on  partner  like  Fiksu.  
  27. 27. Create  Strategies  for  Peak  Periods   Volume  and     cost  indexes  2012   4.57M   $1.38   November   5.32M   $1.67   6.01M   December   January   2014   Thanksgiving,  Black   Friday,  Cyber  Monday   11/30  App  Deadline   Christmas   iTunes   Connect   App  Store   Freeze?   $1.56   New  Years   5.02M   $1.29   February  
  28. 28. Case  Studies  
  29. 29. Personal  Capital   Summary   Personal  Capital,  an  innova5ve  financial  services  pla{orm   that  enables  customers  to  manage  their  financial   accounts,  seeks  to  acquire  high  quality  customers  with   over  $100K  in  inves5ble  assets.     Approach:       •  •  Fiksu  effec5vely  op5mizes  Facebook  mobile  app   install  ads.   Iden5fies  and  drives  high-­‐quality  target  users  at  scale.     Results:     •  •      Acquired  users:    Increased  by  15X   Cost  per  acquisi&on:    Reduced  by  25%   “Fiksu’s  success  in  driving  high  volumes  of  quality  users   has  had  a  transformaHve  impact  on  our  business.… idenHfying  the  right  qualified  users  and  reaching  them     in  quanHty  has  improved  our  ability  to  grow.”       —  Sam  Yount,  VP  Marke5ng    
  30. 30. Large  Consumer  Packaged  Goods  Brand     Summary:  Branded  app,  part  of  mul5-­‐app  por{olio     •  •  •  App  Engagements:  1.2  million     Cost  Per  Download:  $.15   Cost  Per  App  engagement:  $0.02     Plus:  Ten  million  pre-­‐download  impressions   Plus:  benefits  of  pervasive  on-­‐device  presence  
  31. 31. Quick  Service  Restaurant  Chain   •  Sustained  program  to  establish  a  mobile  presence  for  its  brand   suppor5ng  10,000  loca5ons  worldwide   •  Overall  Rank:  from  120  to  18   •  Downloads:  from  3k/day  to  30k/day     •  6.7M  app  engagements   •  Cost  per  download:  $.33   •  Cost  per  loyal  user:  $.82   •  Cost  per  app  engagement:  $0.07   Plus:  750M  pre-­‐download  impressions   Plus:  benefit  of  pervasive  on-­‐device  presence  
  32. 32. Choose  a  Proven  Technology  Partner  
  33. 33. Fiksu:  Unique  Access  To  Inventory   •  Media:    99%  of  available  worldwide  mobile  media   •  Fiksu  KnowledgeBase:    Over  150  billion  in-­‐app  events   •  FreeMyApps:  World’s  largest  rewards-­‐based  app  and  game  discovery   network  –  1.5  million  unique  users   •  Facebook:  Integra5on  with  Facebook:  ad  buying  combined  with  Fiksu’s   op5miza5on  engine   •  RTB:    Integra5on  with  real-­‐5me  bidding  exchanges   •  One-­‐Source:  Centralized  media  buying  and  op5miza5on  through  Fiksu  
  34. 34. Leverage  Technology   You  Can  Build  It  or  You  Can  Buy  It     •  U5lize  ALL  traffic  sources   •  Overcome  mobile  ad  tracking  challenges   •  Integrate  and  op5mize  across     en5re  program   •  U5lize  massive  data  trove  of  app  ac5ons   •  Integrated  repor5ng  
  35. 35. FreeMyApps   •  World’s  highest-­‐volume  app  discovery   network   •  Community  of  1.6  million  highly  ac5ve   users  dedicated  to  discovering     new  games   •  Over  quarter  million  engaged  Facebook   and  Twiter  users   •  Consistent  record  of  delivering  100,000   users  within  72  hours—all     within  target  CPI  
  36. 36. Thank  You!     Download  free  eBooks   and  white  papers                  @fiksu