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Driving	
  Integrated	
  Success	
  
With	
  Mobile	
  User	
  
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•  Market	
  Complexity	
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  Fragmenta:on...
Marke:ng	
  Challenges	
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• 

Finding new players that are highly engaged	


• 
• 
• 

A...
Complex	
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Current	
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Fragmented ecosystem of point products and technologies
that each address only a piece of th...
Why	
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  Need	
  a	
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  to	
  Succeed	
  

• 
• 
• 

Integration ensures cost effective UA at sca...
Fiksu	
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Programma:c	
  Demand	
  
Pla?orm	
  That	
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Clients	
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About	
  Fiksu:	
  

500
1800

	
  CLIENTS	
  
	
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200
3

	
  PEOPLE	
  

	
  CONTINENTS	
  

clients	
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The	
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App	
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Traffic	
  
Example	
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Mobile	
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Trac...
The	
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Mobile	
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Primary	
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The	
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App	
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Traffic	
  

Mobile	
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Tracking	
  

Marke:ng	
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The	
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  Food	
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App	
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Traffic	
  

Turnkey	
  access	
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releva...
The	
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App	
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Traffic	
  

Turnkey	
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releva...
The	
  App	
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App	
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Traffic	
  

Mobile	
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Tracking	
  

Marke:ng	
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Fiksu	
  for	
  Mobile	
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  a	
  Cohesive	
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Campaign	
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Mobile	
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T...
Key	
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  Technology	
  
• 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Real	
  Time	
  B...
Key	
  Fiksu	
  Technology	
  

Discover Great Apps & Games.	

Get Rewarded.	


High	
  Performance	
  A	

 Discovery	
  N...
Key	
  Fiksu	
  Technology	
  
Fiksu	
  Mobile	
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• 	
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Key	
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• 	
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Key	
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Fiksu	
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• 	
  Evalua:ng	
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...
Key	
  Fiksu	
  Technology	
  
Fiksu	
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  Pla?orm	
  
	
  

Receiving	
  over	
  5%	
  of	
  iOS	
  app	
  ...
Fiksu	
  Case	
  Study	
  
Global	
  Game	
  Launch	
  
Engagement Challenge	


• 
• 
• 

New title in competitive Card Battler genre	

Mid-core rele...
Driving	
  Success	
  at	
  Scale	
  
Broad Range of Tactics to Drive Success	

Sub-category incent burst	

Non-incent bur...
1. 
2. 
3. 

Five	
  Key	
  Tips	
  
Cohesion is Critical – Consistency is Your Friend	

Get the Most Out of Your Budget –...
Thank	
  You!	
  
	
  
Learn More and Download Free Insight	

www.fiksu.com/ebooks	


Want to Talk More?	

micah@fiksu.com	
...
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Fiksu presentation at Games Marketing Europe: Driving Integrated Success With Mobile User Acquisition. October 2013.

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Fiksu presentation at Games Marketing Europe: Driving Integrated Success With Mobile User Acquisition. October 2013.

  1. 1. Driving  Integrated  Success   With  Mobile  User   Acquisi:on   The  Leading  Mobile  App  User     Acquisi:on  Pla?orm   Micah  Adler  Founder  &  CEO  
  2. 2. Agenda   •  Challenges  Facing  Mobile  Game  Marke:ng  Today   •  Market  Complexity  &  Fragmenta:on   •  Why  a  Cohesive  Strategy  MaJers   •  The  Fiksu  Solu:on   •  Client  Success  Story   •  Five  Key  Tips  
  3. 3. Marke:ng  Challenges  Facing  Game  Developers   •  Finding new players that are highly engaged •  •  •  Acquiring users at scale but maintaining efficiency of spend Gaining store ranks •  •  Competition makes discoverability a challenge Requires high volume and sustained velocity of installs Measuring success •  Goal: new users, not just downloads
  4. 4. Complex  Mobile  App  Marke:ng  Ecosystem  
  5. 5. And  rapid  change  is  normal,  not  the  excep:on Fiksu  Spend  %   by  Ad  Network  
  6. 6. Current  Pain  Points   Fragmented ecosystem of point products and technologies that each address only a piece of the app marketing workflow Multiple Tracking Methodologies - Digital fingerprinting vs identifiers vs referrers Multiple Metrics – E.g. click through downloads versus view through downloads Multiple Attribution – Two (or more) ad networks claiming the same user Multiple Data Sources – UA data dislocated from downstream engagement data, . . . Multiple Optimization Layers – Key to good performance is going deep Multiple Learning of Targeting – Expensive to optimize each network in isolation Multiple Geographies – Different geographies with different UA approaches and metrics
  7. 7. Why  You  Need  a  Cohesive  System  to  Succeed   •  •  •  Integration ensures cost effective UA at scale, unified and accurate metrics, and consistency across time and space Performance optimization is 100% reliant on data: Optimization should incorporate tracking methodology and data quality Real-Time data access and optimization ensures efficiency Centralized buying: Learn right demographics once, not once for each ad network Measuring success: Use best possible tracking methodology for each network source All networks, geographies should be measured by the same metrics •  •  •  •  • 
  8. 8. Fiksu  is  a  Cohesive   Programma:c  Demand   Pla?orm  That  Has  Helped   Clients  Generate  1.5B   Downloads  
  9. 9. About  Fiksu:   500 1800  CLIENTS    APPS   200 3  PEOPLE    CONTINENTS   clients  include:   •   33  of  the  Top  50  Grossing  Game  Publishers   •   8  of  the  Top  10  Grossing  US  Game  Publishers   •   5  of  the  Top  10  Grossing  Interna:onal  Game  Publishers   •   World  Class  Brand  Marketers   300% YEAR  OVER   YEAR  GROWTH      
  10. 10. The  App  Marke:ng  Food  Chain   App  Publisher   Traffic   Example  sources:   Mobile  Ad   Tracking   Marke:ng  Analy:cs   Mobile  Banner  Ad  Networks   •   Google   •   iAD   •   Millennial  Media   •   Jumptap   •   InMobi   •   Flurry   IncenIvized  Networks   •   TapJoy   •   SponsorPay   Publisher  Direct   •   Weather  Channel   •   Pandora   RTB  Exchanges   •   Mopub   •   Nexage   •   Smaato   Social  Networks   •   Facebook   •   TwiJer   Primary  Techniques:   IdFA   Digital-­‐Fingerprint   UDID,  MAC  Address   Facebook   HTML  5   Android  Referrer   Larger  players:   Flurry   Localy:cs   Kochava   Kontangent   Apsalar   Google   Op:miza:on   Loyal  Users  
  11. 11. The  App  Marke:ng  Food  Chain   App  Publisher   Traffic   Mobile  Ad   Tracking   Primary  Techniques:   Turnkey  access  to  all     relevant  traffic  sources   IdFA   Digital-­‐Fingerprint   UDID,  MAC  Address   Facebook   HTML  5   Android  Referrer   Marke:ng  Analy:cs   Larger  players:   Flurry   Localy:cs   Kochava   Kontangent   Apsalar   Google   Op:miza:on   Loyal  Users  
  12. 12. The  App  Marke:ng  Food  Chain   App  Publisher   Traffic   Mobile  Ad   Tracking   Marke:ng  Analy:cs   Larger  players:   Turnkey  access  to  all     relevant  traffic  sources   All  tracking     techniques  in   one  SDK   Flurry   Localy:cs   Kochava   Kontangent   Apsalar   Google   Op:miza:on   Loyal  Users  
  13. 13. The  App  Marke:ng  Food  Chain   App  Publisher   Traffic   Turnkey  access  to  all     relevant  traffic  sources   Mobile  Ad   Tracking   All  tracking     techniques  in   one  SDK   Marke:ng  Analy:cs   Deep  conversion  metrics   through  state  of  the  art   dashboard   Op:miza:on   Loyal  Users  
  14. 14. The  App  Marke:ng  Food  Chain   App  Publisher   Traffic   Turnkey  access  to  all     relevant  traffic  sources   Mobile  Ad   Tracking   All  tracking     techniques  in   one  SDK   Marke:ng  Analy:cs   Op:miza:on   Deep  conversion  metrics   through  state  of  the  art   dashboard   Intelligent  algorithms   provide  3X   performance   improvement   Loyal  Users  
  15. 15. The  App  Marke:ng  Food  Chain   App  Publisher   Traffic   Mobile  Ad   Tracking   Marke:ng  Analy:cs   Op:miza:on   •   Aggrega:on  layer  for  the  en:re  mobile  ecosystem   • Best  of  class  solu:ons  for  en:re  mobile  app  food  chain   •   Result:  generate  large  volumes  of  loyal  users,  cost  effec:vely     Loyal  Users  
  16. 16. Fiksu  for  Mobile  Apps:  a  Cohesive  Technology  Pla?orm   Campaign  Dashboard   Mobile  Ad   Tracking  &   AJribu:on   Loyal  Usage,   Deduplica:on   &  Analy:cs   sofware     developer  kit   Global   Mobile  Ad   Buying   Real-­‐:me   Bidding  (DSP)   FreeMyApps   Network   Mobile  Event  Data     Infrastructure   Op:miza:on  Engine   'Fiksu  Knowledge  Base'     Mobile  User  Profile  Store   NEW   NEW   NEW  
  17. 17. Key  Fiksu  Technology   •                                     Real  Time  Bidding  DSP  pla?orm:   •   Industry  leading  contextual  targe:ng  DSP  for  mobile  app  installs   •   State  of  the  art  personalized  targe:ng  solu:on  for  mobile  app  installs   •   Processing  3.7  billion  bid  requests  per  day   CPM bid
  18. 18. Key  Fiksu  Technology   Discover Great Apps & Games. Get Rewarded. High  Performance  A Discovery  Network.     pp   Acquire  New  Users  in  Volume  for  Free  +  Paid  Apps.   •  •  •  •  Superior  Install  Volume  with  Velocity   Sustain  New  User  Flow   Engagement   New  Loyal  Users  
  19. 19. Key  Fiksu  Technology   Fiksu  Mobile  App  Tracking     •   Industry  leading  pla?orm  for  aJribu:on          of  mobile  app  installs   •   Unifies  all  relevant  technologies:   IDFA,  Digital  Fingerprin8ng,  Android  referrer,     Facebook,  HTML5,  alterna8ve  IDs.     •   Full  analy:cs  suite  around  loyal  usage   Allows  tracking,  op8miza8on  and  repor8ng     around  purchases,  registra8ons,  .  .  .     •   Deduping  of  install  aJribu:on                Only  pay  once  for  each  new  user.   •   Industry  leading  dashboard  with  deep  analy:cs  
  20. 20. Key  Fiksu  Technology   Fiksu  Facebook  Buying  Pla?orm   •   Facebook  Mobile  Install  Ads  API  Partner   •   Full  access  to  repor:ng  APIs  and  ads  APIs   •   Programma:c  buying  and  op:miza:on   •   Best  results  (and  significant  spend)  in  industry   And  coming  soon:    
  21. 21. Key  Fiksu  Technology   Fiksu  Op:miza:on   •   Evalua:ng  50K  ad  opportuni:es          per  second   •   Harnessing  12B  monthly  loyal          user  events     Results:   •   3X  improvement  on  ROI   •   638M  of  1.5B  downloads  have              become  loyal  users    
  22. 22. Key  Fiksu  Technology   Fiksu   Big  Data  Pla?orm     Receiving  over  5%  of  iOS  app  launches  worldwide    Mobile  Event  Data  infrastructure Fiksu   Knowledge  Base :  Mobile  User  Profile  Store   •  300 Million Unique iOS User Profiles •  100 Million Unique Android User Profiles •  130 Billion Marketing Events per Month • Tracked 110 Billion Launches •   Cloud-­‐based  infrastructure   •   Redundant  and  fault  tolerant   •   Reliability:  99.9997%  up:me      
  23. 23. Fiksu  Case  Study  
  24. 24. Global  Game  Launch   Engagement Challenge •  •  •  New title in competitive Card Battler genre Mid-core release - harder to market, as inventory is mostly casual focused How do you find the right users? Campaign Goals •  •  Priorities: low CPI, high volume Success required a combination of burst and sustain campaigns Why Fiksu? •  •  •  •  Veteran publisher who trusted our industry knowledge, cohesive strategy and ability to scale Network aggregation and campaign optimization abilities were important Ability to identify unique traffic that delivers results Ability to use all traffic sources – banners, videos, incent, non-incent, etc.
  25. 25. Driving  Success  at  Scale   Broad Range of Tactics to Drive Success Sub-category incent burst Non-incent burst platforms Rank push (organic, incent and non-incent) Sustain with non-incent A Focused and Cohesive Strategy Key in expanding reach to broad range of channels Campaign Results Included: Sustained, multi-month campaign 20K new paid users / day CPI of $5 for all non-incentivized users •  •  •  •  •  •  •  •  •  Excellent tradeoff between cost and volume for mid-core game
  26. 26. 1.  2.  3.  Five  Key  Tips   Cohesion is Critical – Consistency is Your Friend Get the Most Out of Your Budget – Efficiency of Spend Leverage Technology When Possible – Programmatic Methodology Crucial to Scale 4.  Installs are Important, But So Is Loyal User Engagement – Build a Complete Plan 5.  Use Data Intelligently – Fuel User Acquisition With Knowledge
  27. 27. Thank  You!     Learn More and Download Free Insight www.fiksu.com/ebooks Want to Talk More? micah@fiksu.com www.fiksu.com @fiksu

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