Apps are strategic touch points for content consumption, social activities, daily life -- and all the data continues to show a complete consumer transition to apps as how they interact on mobile devices. 87% of consumer time spent in mobile… is in apps Games, news, productivity, utility, communications, social networking… Just 13% of consumer time is spent in the mobile web In browser, surfing the web, emulating the desktop experience.

1. Mobile Marketing
Strategies For 2014
And Beyond
Denver
August 22, 2014

2. Christian Galvin
VP of Sales, Americas

3. 800+
Clients
3B
Downloads
2700+
apps
40 of the Top 50
grossing apps
Brands e-Commerce Media Games Agencies

4. Agenda
• The Opportunity: $100B
• The Challenges
• Best Practices for Success
• Case Studies
• Summary & Your Questions

5. Craig Palli
Chief Strategy Officer

6. $100 Billion Dollar Mobile App Economy
Smartphone owners
check their devices
150x / day
75% of adults pick up
their smartphone within
15 minutes of waking up
$92 billion
in revenue will
be generated
by mobile apps
Apple and Google in 2018
Play app store
downloads
topped102 billion
in 2013
Mobile: over 50%
of transactions on
Amazon, Gilt,
Groupon, and more;
75% of Facebook
and Twitter usage
2B smartphones
expected to ship
in 2014 – vs.
300M PCs
2013 mobile app
revenue Fiksu
estimate:
$38 B
ABI Research, March 2013 Gartner – Dec 2013 Various GARTNER – Sept 2013 ABI Research, March 2013

7. Consumers Prefer Apps
87%
13%
Source: Nielsen
Apps
Mobile
Web

8. Mobile Apps – Strategic Advantages
Multi-event marketing
Pre-download
• Impression, click, App Store landing page >>> download
Post-download
• Persistent device presence
• Immersive in-app experience & engagement
• Ongoing push notifications
Overall
• Undervalued
• Consumer-preferred
• Growing

9. Cost per
Desktop Click
$1.36
Cost per
Download
$0.57
Consumer Electronics

10. Cost per
Desktop Click
$0.85
Cost per
Download
$0.24
Quick Serve Restaurant

11. Consumer Packaged Goods
Cost per
Desktop Click
$.50 – $.78
Cost per App
Engagement
$.02 – $.07

14. Mobile Minded Brand: Coca-Cola
Created a Mobile Center for Excellence
• Collaborate and create best-in-class mobile
marketing programs
• Share and learn best practices
• Evolve their strategic approach to mobile
Multi app strategy
• Thematic
• Regional
Opportunist programs
• Branded app for London Olympics
• Well integrated into larger marketing efforts

15. Brands Embracing Mobile Apps
Significant part of business
Large Marketing Investment
Significant Acquisitions
and Investments
Mobile-centric

16. The Challenges

17. Big Opportunity – Big Challenges
“Consumers have never been more connected – but it’s never been harder to connect with
them.”
• 2.5M apps in Apple App Store & Google Play
• Average user: has 40 apps, but regularly uses only 15
(HARVARD BUSINESS REVIEW, MAR 2013)
• 20% of all app downloads are used only once
(LOCALYTICS, JUNE 2014)
• Measurement & ROI: Is the biggest mobile marketing
challenge – cited 42% of survey respondents
– Tom Daly, Coca-Cola
(FORRESTER RESEARCH, SEPT 2012)
• Fragmentation: a complex ecosystem full of disparate point products

20. Mobile App Marketer’s Dilemma
Whether NEW to app marketing or a seasoned veteran, ALL face similar issues!
• The big question: “How to succeed?”
• How do I get loyal users - those most likely to monetize - at scale?
• What’s the “ideal” app store ranking, and how do I achieve that rank?
• Which traffic sources deliver the best results?
• How do I get visibility to my ROI?
• How can I re-engage lapsed users and keep them coming back?
• How much does it all cost?

21. Rank challenges
Organic lift: organic downloads driven by ad spend
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 ratings
Cost >
Benefit
Optimal ROI
Insufficient
volume
Rank
#1
.
.
.
.
.
–
.
.
.
.
.
.
–
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XX

22. • 50% of all in-game revenue comes from 0.15% of players
• 61% of all in-app purchases happen on day one -- Swrve, Feb 2014

23. Success

24. “Honestly, I probably
spend $1,000 on
apps a week.”
-- Shaquille
O’Neal

25. Starting Strategically
Don’t just dive in – plan first. Consider:
• Tracking – not as easy as desktop
• Metrics matter – measure loyalty, not just users
• Success comes from using a wide range of channels
• Newer channels like Twitter and RTB are playing
a larger role

26. Support All Forms of Attribution
Apple Advertising
Identifier, Android Referrer
Digital fingerprint
HTML5 cookie

28. Fiksu Reach
Social Traditional/Display
Video
Partnering with Fiksu is the only way for you to reach and buy across this
expansive list of channels and networks all in one place.
RTB
Exchanges
Rewards
… and many more

29. Change is the Norm

30. Mobile App Ads
On Facebook
• Audience size (1.3B+ users on mobile)
• Dedicated ad unit for apps
- UA and retargeting
• And now, off Facebook as well
• Great initial results for many apps –
but ongoing success is harder

31. Mobile App Promotion Ads
On Twitter
• 81% of users accessing from mobile
device
• Newly introduced, dedicated ad unit
for apps
• Tailored Audiences
• Unique access to ads API and MACT

32. Dynamic Bidding Improves Results
Before $0.95 After $0.74

34. Targeting Options
• Demographics: region, age, gender, relationship
status, education, new job, new home,
expecting, just moved…
• Interest options: sports, music, brands,
interests, technology…
• Facebook presence: target (or exclude) those
who like your page, for example
• Custom audiences: emails, Twitter or Facebook
IDs, or phone numbers can be targeted or
excluded
- Migrate existing customers to mobile
• In any combination

36. CPI Stability + Volume Opportunism

37. Fiksu and RTB
• Industry-leading optimization algorithms to
get the best performance across
exchanges
• Wide array of targeting capabilities
(geo, device, segment)
• Broad access to inventory through all
leading mobile RTB exchanges (150K
impressions
per second – 10B+/day)
3.5
3
2.5
2
1.5
1
0.5
0
2012 2013 2014 2015 2016 2017
Spending ($B)
Mobile RTB Ad Spending

38. Key Product
Fiksu
RETARGETI
NG
Re-engage
Lapsed Users
Migrate Users
Across Channels
DISPLAY SOCIAL
Cross-Promote
Products
Revive Stuck-in-
Funnel Users
DSP
INCENT

39. Case Studies

40. • Partnered with Fiksu for Nov. launch
• Needed critical mass of users to
support viral effects
• Used video, banner, RTB, and more
• 5.5M users within 1 month of launch
• CPIs around $1
• 10 organic users for every paid
download – 20X industry average
“Our marketing
partnership with Fiksu
gave us the promotional
boost we needed to not
only succeed but to
dominate the games
app category.”
— Neal Ostrov, CMO,
Plain Vanilla Games
CASE STUDY:
Quiz Up

41. • Started Facebook campaigns in-house,
challenged by scaling and maintaining
• Fiksu doubled volume while reducing
CPIs 20%
• Able to take advantage of seasonality
with increased spend “In the five months
we’ve worked with
Fiksu, our business has
increased by 70%.”
— Alex
Oliveira,
StoryTree
CASE STUDY:
SimplePrints by StoryTree

42. Takeaways
• $100 Billion Opportunity
• Superior Results
• Demands Marketing Tech

43. Fiksu: Unique Access To Inventory
• Media: 99% of available worldwide mobile media
• Fiksu Data Store: Over 300 billion in-app events
• FreeMyApps: World’s largest rewards-based app and game
discovery network – 1.8 million unique users
• Facebook: Integration provides ad buying combined
with Fiksu’s optimization engine
• Twitter: Only partner with ad buying and measurement access
• RTB: Integration with real-time bidding exchanges
• Single-Source: Centralized media buying and optimization

44. Thank You!
Want to talk?
craig@fiksu.com
www.fiksu.com
@fiksu
Learn more: fiksu.com/ebooks