Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Upcoming SlideShare
How is Asia Changing the Mobile Landscape? | Omer Kaplan, ironSource CMO | Casual Connect Tel Aviv
Next

1

Share

11 Creative Tips for Effective CPE Campaigns - ironSource | Casual Connect Tel Aviv 2016

While cost-per-install (CPI) may have dominated as the go-to metric for mobile marketers, we’re starting to see media buyers opting for more nuanced metrics like cost-per-engagement or CPE to measure the performance quality of their mobile campaigns. ironSource VP Media Oren Cohen covered the increasing importance of quality based metrics such as CPE, the advantages and disadvantages of the metric, and how to implement CPE in your app marketing campaigns.

Learn more at www.ironsrc.com

Follow us on Twitter @ironSource!

Related Books

Free with a 30 day trial from Scribd

See all

11 Creative Tips for Effective CPE Campaigns - ironSource | Casual Connect Tel Aviv 2016

  1. 1. 11 Creative Tips for Effective CPE Campaigns Casual Connect TLV 2016 @ironSource
  2. 2. @ironSource Media Pricing: Then and Now 1995 Netscape and Infoseek first adopted CPM 1996 DoubleClick adopted CPM as its standard pricing 1998 Goto.com pioneered precursor to CPC pricing model 2002 Google formally adopted CPC pricing model CPC has been the standard pricing model for paid search ever since Today CPA Cost per action CPE Cost per engagement CPC Cost per click oCPM Optimized Cost per impression CPM Cost per thousand impressions CPV Cost per completed view All pricing options are translated into a single metric on the publisher's side: eCPM
  3. 3. @ironSource Effort required to optimize performance vs. efficiency risk CPA CPE CPC oCPM CPM/CPV Risk Required optimization effort CPA Cost per action CPE Cost per engagement CPC Cost per click oCPM Optimized cost per impression CPM Cost per thousand impressions CPV Cost per completed view Scale
  4. 4. @ironSource Cost Per Engagement Advertisers pay when a user engages or interacts with an app or ad unit @ironSource
  5. 5. Your Practical Guide to Effective CPE Campaigns @ironSource
  6. 6. Find your Engagement by measuring Everything How do you know what your E should be? Let the machine come to conclusion 1 Registered Reached level X Shared Wrote a review Watched RV Many more ... @ironSource
  7. 7. The right tool at the right time2 CPE during soft launch CPE during lower funnel conversions @ironSource
  8. 8. The right tool at the right time2 The E - Gun IAPPlays a few levels A Bug @ironSource
  9. 9. Match your call to action to your engagement3 Playable Ad featuring Fishdom Level 3 The E: Reach Fishdom Level 4 Ad App @ironSource
  10. 10. Don’t assume you know your audience4 ? @ironSource
  11. 11. Don’t assume you know your audience4 @ironSource
  12. 12. Buy on impression to price your engagement5 $5 LTV $1 LTV $0.5 LTV Targeting feature @ironSource
  13. 13. Constantly monitor Are your LTV predictions still on the right track? and fine tune your E Prediction Actual LTV Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10 6 $1.5 $0.4 @ironSource
  14. 14. Evaluate user quality Set the right price for the right user 7 @ironSource
  15. 15. Evaluate user quality Set the right price for the right user 7 RV Users $ @ironSource
  16. 16. Evaluate user quality Set the right price for the right user IAP Users $ $ $ 7 @ironSource
  17. 17. 8 A CPE and incent love affair CPE Users Incent Users Combine the two to enjoy the best of both worlds: Low CPI (incent) and guaranteed ROI (CPE) USERS Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day7 Day 8 Da9 Day 10 $ $ $ @ironSource
  18. 18. Don’t get stuck in a revenue-only mindset9 @ironSource
  19. 19. 01 Put your E where Don’t let your engagement get lost in the noise you can see it
  20. 20. 1 Go as granular 1 as you can Does your E behave similarly across devices / geos / gender / age? USA LTV $1 @ironSource
  21. 21. 11 LTV $1.21 iPhone 7 35-44 LTV $1.25 LG G4 18-24 LTV $0.85 HTC 10 25-34 LTV $0.45 Samsung S3 25-34 LTV $ Samsu 35- $0.78 G G5 5-54 Go as granular as you can Does your E behave similarly across devices / geos / gender / age? @ironSource
  22. 22. 11 1,000,000,000,000,000 Go as granular as you can Does your E behave similarly across devices / geos / gender / age? @ironSource
  23. 23. Thank you Oren Cohen | VP Media | ironSource @ironSource
  • JulietaGorbatt

    Nov. 8, 2016

While cost-per-install (CPI) may have dominated as the go-to metric for mobile marketers, we’re starting to see media buyers opting for more nuanced metrics like cost-per-engagement or CPE to measure the performance quality of their mobile campaigns. ironSource VP Media Oren Cohen covered the increasing importance of quality based metrics such as CPE, the advantages and disadvantages of the metric, and how to implement CPE in your app marketing campaigns. Learn more at www.ironsrc.com Follow us on Twitter @ironSource!

Views

Total views

1,117

On Slideshare

0

From embeds

0

Number of embeds

5

Actions

Downloads

0

Shares

0

Comments

0

Likes

1

×