Planning to launch an app in Western countries? Not sure how to manage it efficiently, which pitfalls to avoid and how to make the best of every market? We will guide you to maximize your profitability. What you will learn: - How to set up your strategy for the launch of your app - They key metrics per market and what you should expect - How to optimize your marketing assets & maximize your ROI This slidedeck was presented at an Adjust webinar. For more webinars about mobile marketing, please go to: https://www.adjust.com/webinars/ For more info about Addict Mobile, please check out: http://www.addict-mobile.com/

1. We scale your mobile app business
1

2. We scale your
mobile business 2
Housekeeping
- 35 Minutes
- Ask questions at any time via this panel -->
- Q&A at the end
- Recording & slides via E-mail

3. We scale your mobile app business

4. We scale your
mobile business 4
150+ projects
managed
20+
countries
700
employees
$100 million
per year
Leading ROI-focus mobile agency
+ Former employees of :
+ Acquired by :

5. We scale your
mobile business 5

6. We scale your
mobile business 6
1. BEFORE
ACQUISITION
3. LAUNCH YOUR
APP
2. CREATIVES 4. MEASURE

7. We scale your
mobile business 7
1. BEFORE ACQUISITION

8. We scale your
mobile business 8
+ Integrate a 3rd tracking tool
1
2
3
Deduplicate installs
Track in-app events
Pay cost-per-install
Track Facebook4

9. We scale your
mobile business 9
click install tutorial Level X iAP
gregoire@addict-mobile.com
+ Track in-app events > optimize based on them

10. We scale your
mobile business 10
+ Make your launch a success
gregoire@addict-mobile.com
1
2
High quality app
Soft-launch in some countries

11. We scale your
mobile business 11
CA
SE NO
FI DK
NL
HK
TW
PH
+ Soft-launch
AU
NZ

12. We scale your
mobile business 12
50%
search tools
30%
top rankings and
recommendations
+ Before acquisition : ASO

13. We scale your
mobile business 13
§ ICON
§ TITLE
§ SCREENSHOTS
§ DESCRIPTION
§ KEYWORDS

14. We scale your
mobile business 14
CVR
+ 17%

15. We scale your
mobile business 15
ü 5 screenshots
ü in-app screenshots + artwork
ü Short texts
ü Localize
ü A/B test

16. We scale your
mobile business 16
2. CREATIVES

17. We scale your
mobile business 17

18. We scale your
mobile business 18
Don’t do it !

19. We scale your
mobile business 19
ü Simple
ü Flashy
ü Short text

20. We scale your
mobile business 20
gregoire@addict-mobile.com

21. We scale your
mobile business 21
gregoire@addict-mobile.com

22. We scale your
mobile business 22
+ A/B test creatives
CTR +15%

23. We scale your
mobile business 23
CPI / 3,5
+ A/B test creatives

24. We scale your
mobile business 24
+ A/B test creatives
CTR 0.6% > 1.1%CTR 0.6% > 1.1% CTR 1.4%

25. We scale your
mobile business 25
Pays Image CTR CVR
FR 1,21% 35,12%
IT 0,51% 57,28%
DE 1,44% 52,35%
DE 1,39% 76,39%
UK 1,02% 64%
+ Differences between countries

26. We scale your
mobile business 26
Ø All formats (banners, interstitials, videos…)
Ø Frequent A/B testing
Ø 100+ sizes
Ø Translation in 15+ languages
Ø Weekly refresh
+ ADDICT Mobile process:

27. We scale your
mobile business 27
3. LAUNCH YOUR APP

28. We scale your
mobile business 28
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
top 50 top 25 top 10 top 1
gregoire@addict-mobile.com

29. We scale your
mobile business 29
0
2000
4000
6000
8000
10000
12000
day 1 day 2 day 3 day 4 day 5 day 6 day 7 day 8 day 9 day 10 day 11 day 12
gregoire@addict-mobile.com
+ Launch your app

30. We scale your
mobile business 30
0
2000
4000
6000
8000
10000
12000
day 1 day 2 day 3 day 4 day 5 day 6 day 7 day 8 day 9 day 10 day 11 day 12
gregoire@addict-mobile.com
+ Get downloads to get visibility

31. We scale your
mobile business 31
0
2000
4000
6000
8000
10000
12000
day 1 day 2 day 3 day 4 day 5 day 6 day 7 day 8 day 9 day 10 day 11 day 12
gregoire@addict-mobile.com
+ Get downloads to get visibility
x 1.3 / 2

32. We scale your
mobile business 32
0
2000
4000
6000
8000
10000
12000
day 1 day 2 day 3 day 4 day 5 day 6 day 7 day 8 day 9 day 10 day 11 day 12
gregoire@addict-mobile.com
+ Get downloads to get visibility
x1.3 / 2

33. We scale your
mobile business 33
+ Get downloads to get visibility

34. We scale your
mobile business 34
Paid installs Organic installs % Organic uplift
0 30 -
200 70 40/200 = +20%
500 200 170/500 = +35%
gregoire@addict-mobile.com
+ Calculate your organic uplift

35. We scale your
mobile business 35
+ Select the right sources
ADDICT Mobile is
connected on 500+
sources

36. We scale your
mobile business 36
+ Select the right sources

37. We scale your
mobile business 37
Adnetworks< < <
Adnetworks < <
Adnetworks < <
+ Adapt your sources

38. We scale your
mobile business 38
Ø Sources
Ø Sub-sources
Ø Demography
Ø Interest
Ø Creatives
Ø Countries
Ø Devices
Ø OS
Ø …
gregoire@addict-mobile.com
Granularity
+ Analyze your campaigns

39. We scale your
mobile business 39
gregoire@addict-mobile.com
Age installs Revenus ARPU CPI
13-17 922 67€ 0,07€ 0,46€
18-24 8,198 1,795€ 0,22€ 0,48€
25-34 5,707 1,682€ 0,29€ 0,45€
35-44 2,985 2,144€ 0,72€ 0,46€
45-54 1,385 766€ 0,55€ 0,52€
55-64 482 293€ 0,61€ 0,55€
65+ 204 106€ 0,52€ 0,61€

40. We scale your
mobile business 40
gregoire@addict-mobile.com
Age installs Revenus ARPU CPI
13-17 922 67€ 0,07€ 0,46€
18-24 8,198 1,795€ 0,22€ 0,48€
25-34 5,707 1,682€ 0,29€ 0,45€
35-44 2,985 2,144€ 0,72€ 0,46€
45-54 1,385 766€ 0,55€ 0,52€
55-64 482 293€ 0,61€ 0,55€
65+ 204 106€ 0,52€ 0,61€

41. We scale your
mobile business 41

42. We scale your
mobile business 42
Technology ®
real time
optimization
+ Analyzis of performances
in real time
+ Daily capping
+ Daily and fast optimization

43. We scale your
mobile business 43
Fraud = 30% of mobile traffic
ÞAnalyze the data + conversion rates
ÞNegotiate and don’t pay
Ø Incentivized installs
Ø Installs bots
Ø Fake organic installs
Ø Auto-clicks
Ø …

44. We scale your
mobile business 44
No UA No UABurst Sustain
+ Example Media plan

45. We scale your
mobile business 45
+ Example Media plan
gregoire@addict-mobile.com
Burst
48h = $10K / 12K installs / reach top 10 free apps

46. We scale your
mobile business 46
+ Example Media plan
gregoire@addict-mobile.com
Sustain
2 weeks = $20K / 10K installs / top 150 free apps

47. We scale your
mobile business 47
Week 1 Week 2 Week 3 Week 4
Burst Sustain Sustain Sustain
Paid installs 15,000 2,000 2,000 2,000
Org. uplift +70% +30% +30% +30%
Total installs 25,500 2,600 2,600 2,600
CPI $1 $2 $2 $2
Budget $15,000 $4,000 $4,000 $4,000
Top Category 3 20 20 20
=> Total : $27,000 / 33,000 installs
+ Example Media plan

48. We scale your
mobile business 48
US
130
BR
60 AU
150
FR
100
NZ
175
110
120
80
90
+ What CPI per country?

49. We scale your
mobile business 49
+ What CPI per category?
CPI CPI
Gaming hardcore $5 - $10 -25%
Gaming midcore $3 -$6 -25%
Gaming casual $0.50 - $2 -25%
Media $1 - $3 -25%
Travel $2 - $6 -25%
Retail $2 - $5 -25%

50. We scale your
mobile business 50
4. MEASURE

51. We scale your
mobile business 51
51
#1
iOS
Attribution SDK*
22,000+
Integrated
SDKs
100+ Billion
Data points
tracked monthly
900+
Integrated
Partners
2 Petabytes
Monthly
Traffic
150+
Employees

52. We scale your
mobile business 52
52
MOBILE MEASUREMENT
• Data transparency is key
• Fragmented space / Many tools to complete one task

53. We scale your
mobile business 53
53
• Hourly Data: Measure your user’s activity down to the hour in whichever timezone you choose
• True ROI: Track your CPM, CPC, and CPI campaigns within Adjust
• Audience Builder: Develop groups of users to run highly targeted campaigns, while only sharing
the data you choose
MOBILE MEASUREMENT 2.0

54. We scale your
mobile business 54
54
• Burst campaigns can be highly
misleading without hour
granularity
• When running global campaigns
it’s crucial to be able to reflect
reporting in local timezones
HOURLY TIME ZONE REPORTING

55. We scale your
mobile business 55
• How can you truly optimize
without factoring in cost?
• Cohorted cost data for trust
LTV
REAL ROI

56. We scale your
mobile business 56
Pull all users who have yet to Login, and share this list of advertising IDs via a simple link with any
network you choose to make this cohort actually create an account.
Or, send your users push notifications via our list of push tokens to get them to create an account
directly.
AUDIENCE BUILDER

57. We scale your
mobile business 57
4 TOP TIPS

58. We scale your
mobile business 58
58
1. CUSTOMIZE YOUR REPORTS

59. We scale your
mobile business 59
59
2. PAY ATTENTION TO FRAUD

60. We scale your
mobile business 60
60
3. MAKE USE OF COHORTS

61. We scale your
mobile business 61
4. A/B TEST YOUR CREATIVES

62. We scale your
mobile business 62
THANK YOU
Adjust.com
Addict-mobile.com