1. USER ACQUISITION BASICS

2. There are a lot of apps out there!

3. 102 billion apps were
downloaded in 2013.
269 billion apps will be
downloaded in 2017.

4. 5% of the apps account for 92%
of the downloads.
Source: Xyo, July 2013

5. 1.6% of developers make more
than the other 98.4 combined.
Source: Xyo, July 2013

6. There are 3 million mobile developers,
but more than half make
less than $500 per app per month.
Source: Xyo, July 2013

7. $100,000+
$10,000 –
$100,000
$0 $1,000 –
$10,000
$1 - $100 $100 - $1,000
App Revenues
Share of developers earnings
per app per month (%)
Source: Vision Mobile State of Nation Q3 2014

8. How do you get your app noticed?

9. Paid User Acquisition

10. Apponomics
The Insider’s Guide to a Billion
Dollar App Business

11. How do most people discover new apps?

12. Mobile Ads and Websites 33%
Social Media 25%
Online Ads and Websites 11%
Print 3%

13. So what’s the key to user acquisition (UA)?

14. It depends on the stage of your app.
Let’s start at the beginning.

15. LTV, ROI, Retention
Time Since App Launch
NumberofUsers
User Acquisition depends on the stage of your app
Test and learn
Narrow targeting
Limited countries
High Impact Activity
Track and analyze
Refresh , Re-optimize, Scale
User quality analysis and optimization
Segment re-targeting
Geo-expansion

16. • Testing the waters
• Narrow Targeting
• Learn and prepare for Scale
phase
Launch Phase

17. Know your user and your app
Test & Learn
Choose UA partners
Launch
Phase
Ensure product works, review success signals
Understand target audience & user value
Achieve some initial organic downloads and ratings
Get an idea of approximate CPI
Analytics, tracking, SDKs
Creative assets – ads, landing pages
Learn inventory sources that perform the best
Test the plumbing
Test campaign
Key learnings – good performing inventory segments,
creatives, formats, OS
CVRs, indicative CPIs

18. This is the critical phase where you take the learnings from your Launch Phase
and invest intelligently to reach mass scale and hit the top of the app store charts
Focus on User Acquisition: Scale

19. High Impact Activity
Optimize
Track & Analyse
Driving
Scale
Burst campaigns – maximum exposure
Cross-promote on other games
Independent app store distribution
Support with offline activities
Campaign tracking (CPI’s, Inventory sources, etc.)
ROI analysis vs. CPI
Paid vs. Organic ratios
Performance vs. original targets
Act on insights
Skew activity to high performing inventory, formats
Continuously refresh creatives

20. Once scale is achieved, you should focus on acquiring the highest-value users and
retaining your top existing users
Focus on User Acquisition: Qualtiy

21. User segmentation
Maximize Monetization
Acquire High Quality Users
Optimizing
for Quality
Spenders, Engagers, Inactives
Define strategies for each user groups
Product insights and feedback – drop outs, IAP
Use feedback loop to target high quality users
Retarget existing users
Refresh creatives – support brand with engaging video,
playable ads
Consider new inventory sources to reach new users
Monetization strategy for non payers - Advertising
Upsell to highly engaged users
Take a successful model to new markets, Go East

22. Creating the right ad experience

23. Video
Ads
Native
Ads
Playable
Ads
Leverage High Engagement Ad
Formats
CTR and CVR
• Native
content
Ads
• Native
Interstiti
als

24. Why Video Ads?
Enhanced view-through by 25%, 3X improvement in CTR, and App Install rates increased by upto 200%*
* InMobi network data
Source: Yume Research, Tablet Info
Source: Smart Ad Server Infographic, 2014
Video consumption
on mobile devices
has grown by 60%
since 2013
3X
6X
Standard
Banner
Rich
Media
Rich Media with
Video
And video ads are
the highest
performing ad
formats in the
market
2011 2012 2013
4%
8%
11%
15% Growth of mobile and tablet
video share of the total video
consumption
Source: Mashable.com, 2013
Source: MediaMind research
CTR
Ad Formats

25. InMobi Video Ads
Short skippable 15 s videos ; Audio is on mute by default
The user can enable audio anytime during the video
User can either watch the entire video, click on the skip
video button or click on the ‘download now’ button to go directly to the app
store during the video play
On completion of video or on skip, a static interstitial is shown
A click on this interstitial takes the user to the app store
Landscape PortraitPreview:

26. Video Case Studies
Leading retail app in the US
CVM improvement: 280%
Top gaming app in the UK
CVM improvement: 160%
Leading gaming app in
China
CVM improvement: 340%
1.48%
9.50%
2.07%
19.00%
0.
0.05
0.1
0.15
0.2
CVR CTR
Static Interstitials Video
1.36%
6.35%
0.0184
0.1597
0.
0.04
0.08
0.12
0.16
0.2
CVR CTR
Static Interstitials Video
0.74%
11.44%
0.011
0.1197
0.
0.03
0.06
0.09
0.12
0.15
CVR CTR
Static Interstitials Video

27. Video ads generated 1.6X more revenue than other ad formats for a leading village
building game in the US
Non Video Video
Series 1
8.53
%
16.21%
2X
Non Video Video
Series 1
61.8%
38.2%
1.6X
Percentage of overall purchase value Percentage of users who made a purchase post
downloading the app
Higher LTV Seen from Users
Acquired on InMobi Video Ads

28. Get the new Galaxy S4
Now at only USD 499!
Sponsored
InMobi Native Ads- Ads that
seamlessly integrate with
content

29. Rich in-stream ads that mimic the
app's content feed - ideal for social
networking apps
Content Stream

30. Ads that blend right in with news feed
layouts - perfect for news apps!
News Feed

31. Ads that blend well with user-
generated content in a chat list
Chat List

32. Why Native Content Ads?
Sources: IPG Media Labs Research, Telefonica,
CMO.com, Fastener.io Ad Formats
8X
Static
Interstitials
Native Ads
CTR
Seen 4.1 times per
session vs. 2.7 for
Banners and clicked 8
times more.
53%
Banner Ads Native Ads

33. 30-50 seconds of actual gameplay of the app,
inside the ad unit itself.
Unmatched levels of engagement
High LTV and loyal users who download after
experiencing the gameplay
InMobi Playable Ads

34. Why Playable Ads?
Users download an app after playing
it on their friends’ phone or watching
their friends play the game
Users agree that ratings and
reviews influence them to
download games
Provide the ‘try before you buy’ experience with
InMobi Playable Ads.
Almost every user wants to try an app before downloading it
http://searchenginewatch.com/article/2323231/Mobile-Google-Ratings-Reviews-Gained-Influence-with-2013-Holiday-
Shoppers-Study

35. Playable Ads: Performance on
Test Campaigns
Top Casino App
CVM improvement: 250%
Leading casual
game
CVM improvement: 275%
4.08%
8.67%
6.93%
12.89%
0.
0.0325
0.065
0.0975
0.13
0.1625
CVR CTR
Static Interstitials Playable Ads
0.74%
7.42%
1.40%
10.80%
0.00%
3.00%
6.00%
9.00%
12.00%
CVR CTR
Static Interstitials Playable Ads

36. Leverage re-targeting to re-engage with
existing users

37. 60% of all app users open your app only
ONCE after downloading it
79% of users abandon your game within
a month of downloading it0%
10%
20%
30%
40%
50%
Messaging
Games
Social
Photo/Video
Music
E-comm
Edu
Media
Retention percentage by category of apps
Majority of your users abandon your app after the
first few uses

38. Active and Dormant Users
Active Users
Dormant or lost
users
Your in-house targeting is largely limited to the
users who actively use your app
What about the majority of users who are
inactive?
In-House Targeting is Not Enough

39. We find users who
already have your
game
Whenever these users show up on our
network, or across exchanges, we show
them a tailored message to lure them
back to your game
Amongst these users, we
identify users in segments
defined by you
Your friends are
waiting for you.
Play today!
Another App
Retarget Your Users in Other Apps to Bring Them Back

40. Lure Your Users Back with the Right Messages
Show discount offers to
induce purchase
Show tailored messages to
dormant users
Inform all your users of short term
events to maximize participation

41. Setup segments on InMobi
Analytics / 3rd party trackers
Set up user segments and
inform InMobi of users in these
segments.
Build personalized creatives for
each segment with tailored
messages
Deep link these creatives to
specific pages inside your app
Price segments
differentially basis the
value of the user
Bid higher to
re-target a
High LTV user
1 2 3 4
Bid lower to
re-target a
Low LTV user
AND/OR
Ping segments and users
directly to InMobi endpoint
Retarget in Four Steps

42. Installs
User Installed the app
Session Time
User session time < 35
minutes but has been
dormant since 2 months
Custom Events
Users are stuck at level
43 since 2 months
Customized Messages for Different Segments of Users
App Opens
Has not opened the
app since 2 months
Purchases
Has made purchases
< $40

43. Who is InMobi?

45. Global Reach & Scale
We touch more than 60% of mobile Internet users globally
Reaching 780 million+ mobile consumers in 165+ countries
Reaching 176 million + in NA alone

46. InMobi is committed to
investing in
innovation
2010
2011
2012
2013
2014
100 million
customers globally
Series B Sherpalo
Ventures & KPCB
Funding
InMobi acquires
Sprout Platform
Series C SoftBank
Funding for $200m
InMobi Ad Tracker
Launch
InMobi Acquires
MMTG labs and
Metaflow Solutions
InMobi acquires
Overlay Media
InMobi App Publish
Launch
InMobi launches
Native Ads
Platform
InMobi launches
context aware video
ads platform

47. Building the most comprehensive
mobile data ecosystem from
more than 780 Million
monthly active users
Millennial Media
+
JumpTap
approx.
415 Million
780 Million
Chartboost
300 Million
Twitter
189 Million Tapjoy
110 Million
On scale with
and other leading
brands

48. InMobi is currently focusing our efforts on:
Growth of
Mobile Video
NativeLTVGlobal

49. THANK YOU