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Benjamin hansz-fiksu


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Benjamin hansz-fiksu

  1. 1. How  to  Go  from  Good  to  Great   When  Marke2ng  Your  App  or  Game  on  Facebook   (and  now  Twi>er)   Benjamin  Hansz   VP  of  Interna2onal  Client  Management     App  Promo2on  Summit  –  July  10,  2014  
  2. 2. About  Fiksu     Fiksu  is  the  world’s  leading  mobile  app  marke2ng  plaSorm.     From  media  buying,  op2miza2on,  and  a>ribu2on  to  big  data  and  analy2cs,  our   programma2c  technology  and  extensive  reach  allow  us  to  deliver  a  comprehensive,   unmatched  solu2on  to  help  our  clients  obtain  high-­‐quality  mobile  users.       We  work  with  leading  brands,  mobile-­‐first  apps  and  game  publishers,  and  are  proud   to  say  40  of  the  top  50  grossing  apps  use  Fiksu.   800   Clients   2300   Apps   300%   YoY  Growth   250   Employees   3   Con2nents   2.7B   Downloads  Driven  
  3. 3. App  Marke2ng  Ecosystem   Tradi2onal/Display  Social   Video   RTB  Exchanges  Rewards   … and many more Social  is  one  key  component  of  a  balanced  approach.    
  4. 4. Facebook  
  5. 5. Why  Facebook?    Reach    Volume    Long  Term  Value   Over  1B  mobile  users   (51%  of  all  smartphone/tablet  users)   With  the  right  tools  and  tac2cs,  you  can  generate   unprecedented  volumes  of  high  quality  users   Highly  granular  targe2ng  tools  let  you  reach   users  with  unique  characteris2cs  and  interests  
  6. 6. Highly  Effec2ve  Ad  Unit  for  Apps   •  Introduced  August  2012   •  Dedicated  ad  unit  for  apps   •  Links  directly  to  the  App  Store   •  Appears  in  mobile  newsfeed  
  7. 7. Precise  Audiences  &  Insight   Demographic   Educa2on   Rela2onships   Keywords  &  Interests   Countries,  Regions,  Ci2es,  Zip,  Radius   Locales,  Gender,  Age   Educa2on  Status,  College  Networks,  College  Majors   Work  Networks,  College  Years     Rela2onship  status   Interested  in   Broad  interests   Keywords   Device     OS  Version,  User  Device  (brand)   Wireless  Carrier   Custom  Audiences   “Lookalikes”      Phone,  Email,  Iden2fiers    
  8. 8. Vast  Array  of  Segmenta2on  Opportuni2es   1,000  Discrete  Campaigns  
  9. 9. Interests,  Custom  Audiences,  Lookalikes   Explore  related  interests   for  correla2ons     Custom  &  lookalikes:  seen  up  to   60%  improvement   Fiksu  tools  help  expand                     audiences  as  much  as  10x  
  10. 10. How  Facebook  Stacks  Up  vs.  Other  Sources   Facebook  is  not  the  cheapest  source.     However,  it  is  clearly  the  most  producCve  non-­‐incent  source  for  generaCng  ROI.  
  11. 11. •  Revive  lapsed  users   •  Drive  behavior     •  Deep  link  direct  to   ac2on  point  in  app   •  Frac2on  of  the  cost     of  new  acquisi2on     Retarge2ng  and  Re-­‐engagement  
  12. 12.              Case  Study:  Driving  Volume  and  ROI                                                                                            AcCon  SimulaCon  Game   Goal   •  Drive  player  volume  at  low  cost  per  loyal  user   and  generate  ROI-­‐posi2ve  downloads   Tac2cs   •  Segmented  based  on  engagement  metrics  of   heavy  users   •  Developed  high-­‐quality  lookalike  audiences   •  Implemented  interest  targe2ng     •  Op2mized  on  crea2ve,  interests,  lookalike   audiences  and  LTV   Results   Cost  per  install   Cost  per  loyal/ returning  user   Average  revenue   per  user   $0.78,  as  low  as  $0.65   for  select  segments   $1.43,  as  low  as  $1.02   for  select  segments   Return  on   adver2sing  spend     Over  60%   $1.72  
  13. 13. Twi>er  
  14. 14. Reach   •  Nearly  200M  monthly  ac2ve  mobile  users   New  mobile  app  promo2on   (MAP)  product  suite   •  Twi>er  Card  shows  in  2meline  or  search   •  Links  to  App  Store  (or  if  app  already  installed,   opens  in  app)   Unique  targe2ng   Why  Twi>er?   AJer  strong  results  in  beta,  TwiLer’s  mobile  app  promoCon     product  suite  was  officially  announced  just  a  few  weeks  ago.  
  15. 15. Targe2ng  Similar  to  Facebook   By  category  (Technology,  Business  etc.)  or  specific  @usernames  (Tweets   shown  to  people  with  similar  interests  to  followers  of  those  @usernames)   Reach  users  based  on  keywords  in  their  search  queries,  recent  Tweets,   and  Tweets  they  recently  engaged  with   TV  ad  targe2ng  (users  who  have  likely  seen  your  TV  commercials)   TV  conversa2on  targe2ng  (people  talking  about  specific  TV  shows)   Layer  on  addi2onal  targe2ng  parameters  to  pinpoint  the  users  who   are  based  suited  for  your  app   Create  an  audience  based  on  users’  web  browsing  behavior,  email   addresses  and  other  CRM  data,  or  lists  of  Twi>er  IDs   …Stay  tuned  for  more  on  TwiLer!    Interests    Keywords    TV  Targe2ng    Geo,  Device,    Gender  &  Language    Tailored  Audiences  
  16. 16. The  Fiksu  Difference:   Exper2se  and  Tools  to  Get  the  Most  out  of   Facebook  and  Twi>er  
  17. 17. Programma2cally  Op2mizing  in  Real  Time   Before  $0.95   Aser  $0.74           Fiksu  turned  on  programma2c  buying  and  op2miza2on  resulted  in  a   more  than  20%  drop  in  effec2ve  CPI    
  18. 18. Fiksu  for  Facebook   Fiksu  is  one  of  only  a  handful  of  Facebook  partners  with  both  access  to   data  and  access  to  buy  media:   •  Ads  API  Partner  with  Mobile  Measurement  access                  -­‐  Measure  ROI  from  Facebook  spend  down                          to  the  ad  click  level   •  Programma2c  media  buying  &  op2miza2on  tools                  -­‐  Make  be>er  use  of  Facebook’s  targe2ng  capabili2es                -­‐  Drive  be>er  ROI  (CPI,  CPLoyal,  etc)                -­‐  Dynamically  create  huge  numbers  of  campaigns                        for  microtarge2ng   •  Support  Mobile  Installs  &  Re-­‐engagement  
  19. 19. Fiksu  for  Twi>er’s  broad  integra2on,  expansive  reach,  and  global  support   means  app  adver2sers  benefit  from  the  full  suite  of  Twi>er’s   Mobile  App  Promo2on  products:     •  Ads  API  integra2on                      -­‐  Allows  automated  crea2on,  tes2ng,  and  management                                of  mul2ple  campaigns   •  Mobile  App  Conversion  Tracking                        -­‐  Provides  comprehensive,  granular  analy2cs  and                              exportable  data   •  Tailored  Audiences                        -­‐  Segments  users  for  greater  performance  across  app  install  and  retarge2ng  campaigns   =   Fiksu  for  Twi>er  
  20. 20. Thank  You!     Learn  more:     Want  to  talk?                @fiksu