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Mobile UA channels - @thomasbcn at Applause.io Barcelona 2018

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Mobile app marketing beyond Google, Facebook & Programmatic

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Mobile UA channels - @thomasbcn at Applause.io Barcelona 2018

  1. 1. Mobile UA Channels- applause.io © @thomasbcn 2018 @thomasbcn Mobile UA channels
  2. 2. Mobile UA Channels- applause.io © @thomasbcn 2018
  3. 3. Mobile UA Channels- applause.io © @thomasbcn 2018
  4. 4. Mobile UA Channels- applause.io © @thomasbcn 2018 The state of US online advertising Facebook + Google 74% of $ spent 83% of growth
  5. 5. Mobile UA Channels- applause.io © @thomasbcn 2018 If ¾ of the money goes to Facebook & Google, why look elsewhere?
  6. 6. Mobile UA Channels- applause.io © @thomasbcn 2018 1) Increasing competition => Inventory price inflation cpc +136% yoy CPM +171% yoy
  7. 7. Mobile UA Channels- applause.io © @thomasbcn 2018 Double digit yearly inflation More advertisers with more $$ Peak user growth Peak ad load
  8. 8. Mobile UA Channels- applause.io © @thomasbcn 2018 2) Channel fatigue “A small number of channels + lots of competition + little channel innovation = channel fatigue” source: B. Balfour
  9. 9. Mobile UA Channels- applause.io © @thomasbcn 2018 “First it works, and then it doesn’t Welcome to the Law of Shitty Clickthroughs” “More scale means less qualified customers.” “The real solution: discover the next untapped marketing channel” source: A. Chen
  10. 10. Mobile UA Channels- applause.io © @thomasbcn 2018 Channel saturation : read more B. Balfour / C. Winters / S. Clowe Growth is never done Why retention is getting harder How to fight back against ad fatigue Andrew Chen The law of shitty clickthrough Startups are cheaper to build, but more expensive to grow Growth is getting hard from intensive competition, consolidation, and saturation
  11. 11. Mobile UA Channels- applause.io © @thomasbcn 2018 3) Dependency Nothing last forever. Much less in mobile Diversify your UA mix to manage risks An anecdote…
  12. 12. Mobile UA Channels- applause.io © @thomasbcn 2018
  13. 13. Mobile UA Channels- applause.io © @thomasbcn 2018
  14. 14. Mobile UA Channels- applause.io © @thomasbcn 2018
  15. 15. Mobile UA Channels- applause.io © @thomasbcn 2018
  16. 16. Mobile UA Channels- applause.io © @thomasbcn 2018 2015 2016 2017 2018 2015 2016 2017 2018
  17. 17. Mobile UA Channels- applause.io © @thomasbcn 2018
  18. 18. Mobile UA Channels- applause.io © @thomasbcn 2018 Facebook, reloaded! ad load peak is coming there too…
  19. 19. Mobile UA Channels- applause.io © @thomasbcn 2018 What’s next? "As far as advertising is concerned, we're definitely getting WhatsApp more open“, D. Marcus, VP messaging, F8 2018
  20. 20. Mobile UA Channels- applause.io © @thomasbcn 2018
  21. 21. Mobile UA Channels- applause.io © @thomasbcn 2018 Trueview guide
  22. 22. Mobile UA Channels- applause.io © @thomasbcn 2018
  23. 23. Mobile UA Channels- applause.io © @thomasbcn 2018 -31% CPL for Clover -34% CPL for Vivint Smart Home -50% CPA for Techstyle -50% CPA for Circle Pay +13% conversion for Acorns +40% ROAS for Penny Hoarder Source: Snapchat Not only US millennials: 2/3 of audience is outside the US. 1/3 in Europe 2/5 over 25y.o. (FR, UK) Many not reachable on other social networks Competitive results
  24. 24. Mobile UA Channels- applause.io © @thomasbcn 2018
  25. 25. Mobile UA Channels- applause.io © @thomasbcn 2018
  26. 26. Mobile UA Channels- applause.io © @thomasbcn 2018
  27. 27. Mobile UA Channels- applause.io © @thomasbcn 2018 250m MAU, +25% 80% on mobile 70% women
  28. 28. Mobile UA Channels- applause.io © @thomasbcn 2018 Actalikes / Interests/ Keywords Access search volume, seasonal trends & audience insights
  29. 29. Mobile UA Channels- applause.io © @thomasbcn 2018
  30. 30. Mobile UA Channels- applause.io © @thomasbcn 2018
  31. 31. Mobile UA Channels- applause.io © @thomasbcn 2018
  32. 32. Mobile UA Channels- applause.io © @thomasbcn 2018 First anniversary 1000 advertisers
  33. 33. Mobile UA Channels- applause.io © @thomasbcn 2018
  34. 34. Mobile UA Channels- applause.io © @thomasbcn 2018 Kudos to @himynameisivo!
  35. 35. Mobile UA Channels- applause.io © @thomasbcn 2018
  36. 36. Mobile UA Channels- applause.io © @thomasbcn 2018 Beyond social: streaming?
  37. 37. Mobile UA Channels- applause.io © @thomasbcn 2018
  38. 38. Mobile UA Channels- applause.io © @thomasbcn 2018
  39. 39. Mobile UA Channels- applause.io © @thomasbcn 2018 Paid content marketing Scalable, underrated channel Access to premium publishers on m.web Different audience, different funnel Market leaders Alternatives
  40. 40. Mobile UA Channels- applause.io © @thomasbcn 2018 A leading channel for Blinkist, Babbel, 8fit… + gaming Kudos to @sandrashuangwu!
  41. 41. Mobile UA Channels- applause.io © @thomasbcn 2018 Tactical advice User journey: Direct to store: games, remarketing, smart cookies. All others: add an intermediary landing page. Publishers: endless stream, many premium but a few “bad” ones can kill your campaigns. Blacklist recklessly! Track publisher ID down funnel. CTR & cpc are misleading Iterate on creatives - image+copy. Now with videos & landing page UX Adjust bids progressively
  42. 42. Mobile UA Channels- applause.io © @thomasbcn 2018 Alternative app stores
  43. 43. Mobile UA Channels- applause.io © @thomasbcn 2018 Alternative app stores
  44. 44. Mobile UA Channels- applause.io © @thomasbcn 2018 Alternative channels Influencers/Podcasts TV “Out of home” Web/SEO/PR
  45. 45. Mobile UA Channels- applause.io © @thomasbcn 2018 First mover risks & reward Untapped inventory Dream CPM Amazing funnel metrics Uncertain outcome Lack of resources Instable interfaces No API, poor doc Scalability? Diseconomies of scale …
  46. 46. Mobile UA Channels- applause.io © @thomasbcn 2018 For each channel, consider… Target audience profile, new users, remarketing, LAT Targeting options audiences, interests, keywords, publishers User journey/funnel direct to store, mobile web Creatives!! format, message, consistency Attribution window, % untracked, incrementality Brand value awareness vs last click
  47. 47. Mobile UA Channels- applause.io © @thomasbcn 2018 Closing note… All paid marketing is addictive. How much can you grow “organically”?
  48. 48. Mobile UA Channels- applause.io © @thomasbcn 2018

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