The battle between apps and the mobile web is over…and apps won. More than ever, marketers need to know how consumers are locating and using mobile applications, and what they need to do to keep fickle users interested. At this webinar, mobile app marketing platform TUNE will share exclusive highlights from its recent study examining how users discover apps and why they’re downloading them. You will also hear from Christian Calderon, head of marketing at super-hot mobile game developer Dots, who will discuss its app marketing and user acquistion strategies. You’ll find out: What motivates app downloads How demographics can impact app discovery What it takes to get a target consumer to download and use an app Which mobile marketing tactics are most effective for keeping app users engaged

2. Jennifer Wong
VP of Marketing
Twitter: @jenerationy
Christian Calderon
Head of Marketing
Twitter: @caldie

3. The State of App
Discovery
in 2015

4. Agenda
● What motivates app downloads
● How demographics can impact app discovery
● What it takes to get a target consumer to download and
use an app
● What does this look like in real life?

6. How we tried to solve
this issue.

8. Who did we survey?

9. Think about the last app you downloaded...

10. OS breakdown

11. Why users download
apps

12. What motivates users to download apps?
Takeaways
● Users are turning to apps to
solve problems
● Ads are a dark horse
● Networking is important - but
social underperforms

13. iOS users prefer WOM, Top Charts, and Ads

14. Users under age 25 like to talk about apps… a lot

15. Practical utility is most important for older users

16. Users will download apps they’ve never heard of
Number of times seen/heard
of app prior to download

17. How users find apps

18. You’re only seeing half the picture

19. Search vs. direct motivation by Android

20. Search vs. direct motivation by iOS

21. What is the importance
of app store visibility?

22. Ranking the most important factor in choosing an app
Takeaways
● Title is more important for
Android than iOS
● Reviews are more important
for iOS as well

23. Takeaways
● People use apps to help solve problems
● Ads are powerful and indirectly motivate
users in a number of different ways
● Age groups, iOS users, and Android users
are all motivated differently and should be
marketed to uniquely.

24. Christian Calderon
Head of Marketing
Twitter: @caldie
christian@weplaydots.com
Mobile Marketing in Real Life :)

25. About
2 Live games:
26 Employees:
1 Studio:
250 Billion Dots*:
*Two Dots only
*28x around the world

26. 5 Mobile marketing fundamentals for DOTS
@caldie, @playdots
1. Stay up-to-date. Navigating the ecosystem as a new mobile advertiser
can be confusing, it’s important to always asking questions--never stop
seeking knowledge.
2. Set up to scale. You need measurement, some type of product-level
analytics platform, market and ASO tools.
3. Understand KPIs. Know your key metrics so that you can dynamically
optimize and improve the distribution of your game.
4. Set goals. Influence over product changes through KPI targeting and
gated development to ensure distribution goals are met.
5. Always measure, test and optimize. We operate in a competitive industry
with moving targets, you can never stop iterating for success.

27. Getting set up to scale
● Independant third-party deduplication,
measurement and reporting delivers a
clear overview of activity that allows
advertisers to scale with multiple ad
partners
● The ability to scale with many ad
partners lowers our total cost
● Discovering new ad partners can be time
consuming and confusing
● We use TUNE’s Integrated Partners Index
to discover new partners in a data-driven
approach
● The Partner Index allows us to segment by
Platform, Region, Pricing and Partner Type
@caldie, @playdots

28. Sustainably scaling with multiple partners
● Assigning proper credit prevents us from
paying for the same install multiple times
● MAT lets us know which ads yield maximum
ROI and bring in the most volume
● Taking advantage of this, we sustainably scale
installs across multiple partners at a lower CPI
Ad Partner
LTV > 3x eCPI
LTV > 2x eCPI
LTV > eCPI
LTV < eCPI
● After discovering new potential partners, we test
them over the course of a couple weeks
● If a new ad partner performs well, we continue to
spend and increase their budget
● If the partner performs poorly, we cut spend and
continue to test others
● With MAT we’ve been able to test over 60
different ad partners in the last 12 months
@caldie, @playdots

29. Iterating our way to success with search
● We’ve increased our top 3 and top 5 visibility by 100% and 65%
respectively on TwoDots since August 1st
● We’ve increased our top 3 and top 5 visibility by 50% and 78%
respectively on Dots since August 1st
● Our constant iteration on search has greatly improved since
using TUNE to improve our discoverability

30. Optimizing our listing to increase conversion
The main objective of our store listing
is to showcase our brand and improve
conversion by letting players know
exactly what to expect when they
install our game.

31. Store listing impact on conversion for Dots

32. Questions?