Mobile VAS & Apps Conference, 2012, Sankt Petersburg Mobile applications (non-gaming) and infrastructure for mobile applications (marketplaces, development, marketing, monetization) section Acquiring and retaining loyal users (Ben Jeger, Head of Mobile Advertiser Relations, Sponsor Pay)

1. Loyal User Acquisition

2. Introduction
 Hello St. Petersburg, I’m Ben 
 SponsorPay helps developers and publishers of Apps:
 Monetization
 User Acquisition

3. Agenda
 .Introduction
 The history of Mobile User Acquisition
 What are your options today?
 How to best acquire loyal users using the incent channel
 Questions & Answers

4. The History of Mobile User Acquisition
 Pre App Store
 User Acquisition was mainly Mobile Content
(Premium SMS & Subscriptions)
 With the emergence of touch screens something was
about to change...

5. 2008 - Birth of the App Store
 User Acquisition WAS simple:
 Create a new app
 Upload it to the app store
 and get loyal users

6. The App Revolution
 Thousands of apps entered the iOS App Store and Android
Market (now known as Google Play Store)
 The BIG Question arose:
How does your app get discovered
amongst 1000s of Apps???

7. How do Users find your App?
 Search?
 You will acquire 25X more users by being in the top
new apps list than relying on search
 App-Store-SEO helps, but:
Top Ranking is the key to the users’ devices

8. What happened?
 Incentivized installs were bought to climb up the
rankings
 Organic users were won as a spill over effect
 This distorted the rankings (especially on iOS)
 Apple ban of incent installs

9. So, what are your Options?
 Display Advertising
 PR
 Getting featured 
 Performance marketing:
 Non-incentivized
 Incentivized?!

10. Incent or non-incent?
 Non-incent  Incent
 Higher price  Lower price
 Less volume  More volume
 High quality  Quality!
 Use both
 Understand the channel

11. How do we achieve Quality?
Pub 1
Pub 2
Your App
Pub 3
Pub 4

12. Recommendations

13. Recommendations for Incent User Acquisition Campaigns
 Focus on key countries for higher ROI
 Switching from burst campaigns (after initial launch) to
steady spend for quality
 Retargeted engagement to get users back in your app
 Use rewarded engagement as a tutorial
 Make sure to optimize your campaign with your AM

14. Ben Jeger
Head of Mobile Advertiser Relations EMEA/APAC
ben.jeger@sponsorpay.com