5. $100B Mobile App Economy
Consumers now spend
more time on mobile than
on TV
□
2013 mobile app
revenue Fiksu
estimate:
$38 B
ABI Research, March 2013
2B smartphones
expected to ship
in 2014 - vs.
300M PCs
Gartner - Dec 2013
Digital media consumption:
51% from mobile apps
9% from other mobile
40% from desktop
Mobile: over 50% of
transactions on
Amazon, Gilt,
Groupon, and more
75% of Facebook and
Twitter usage
Various
in
Apple and Google
Play app store
downloads topped
102 billion in 2013
GARTNER-Sept 2013
$700 billion in
revenue will be
generated by
mobile apps in
2017
{Fiksu} Micah Adler @MicahAdler
12. Dollars
Increasing Costs
{Fiksu} Cost Per Loyal User Index
$1.00
$0.50
$0.00
Oct Nov Dec Jan Feb Mar Apr May Jun
2013 2013 2013 2014 2014 2014 2014 2014 2014
Getting loyal users is more expensive than ever before.
{Fiksu} Micah Adler @MicahAdler
14. Plan First
The big question: “How to succeed?”
• Tracking - not as easy as desktop
• Metrics matter - measure loyalty (i.e. registrations, purchases), not
just downloads
• Success comes from using a wide range of channels
• It isn’t just about cost: tradeoff between cost and volume
• Your rank has an impact
• Newer channels like Facebook and Twitter are playing a large role
{Fiksu} Micah Adler @MicahAdler
15. Start with Measurement
Use an SDK that supports all forms of attribution
in one turnkey, easy-to-use solution.
■ Starting point for any performance
based campaign
■ Provides measurement and tracking every
step of the way across the entire ecosystem
- Click to install to retention to monetization
■ Identifies which strategies are
most effective to drive optimization
{Fiksu} Micah Adler @MicahAdler
16. Expand Reach Across All Mobile Media Channels
Social
n *
Video
^ADCOLONY
{Fiksu}
Rewards
*■lapjoy
@FLURRV
native^
JmmifOpfllL
P Fyber
Traditional/Display RTB
Fyr.hannps
^ nirni J^h millEnnialmedia
UJlf f ihe mobile advertising & data platform mobile ads redefined
mopub
Google AAppLovin PANDORA
Display Network
knowledge^ NE)^ AGE
session /Tl~>, YaPoo?
<CT> ln/^obi
PI
A
. mjadvertise
ployhaven
smaato
*
bursthj Q PpjQ —A'drawbridge
Google
* *
Micah Adler @MicahAdler
17. React to Changing Media Landscape
Change is Rapid
■ Share can change
virtually overnight
Need to be nimble
■ Able to shift media
spend rapidly to find
the best traffic
sources for your
app
Change
Continues
■ Need to respond
quickly, test new
sources (i.e.
{Fikstrtter MAP)
Fiksu’s media allocation since inception
Micah Adler @MicahAdler
18. Top Channel: Facebook
• Audience size (1.3B+ users on mobile)
• Dedicated ad unit for apps
- UA, retargeting and re-engagement
- Vast array of segmentation opportunities
• Programmatic access and
measurement
{Fiksu}
20. Newest Channel: Twitter
• 75% of users on mobile
• Newly introduced, dedicated ad unit
for apps
• Targeting based on real time interests
• Tailored audiences
• Programmatic access and measurement
{Fiksu} Micah Adler @MicahAdler
21. Optimize performance on LTV Metrics
Optimize on key long-term value metrics for lower-cost, higher-
quality users that take actions tied to
your ROI.
This depends on your business but can include
■ Registrations
■ Purchases
■ Repeat visits
{Fiksu} Micah Adler @MicahAdler
23. Re-engage & Retarget
■ Revive lapsed users
■ Segment existing users to drive
specific
■ Deep link direct to action point in app
■ Cross-channel promotion
■ Lower costs compared to new user
acquisition
■ Key: use your data!
{Fiksu} Micah Adler @MicahAdler
24. Partner to Gain Expertise, Programmatic Access & Data
Fiksu Data Store
■ 450 million unique iOS device profiles
- 65% of all iOS devices ever sold
■ 400 million unique Android device
profiles
- 40% of all active Android devices
Mobile event data infrastructure
■ 350 billion marketing events per month
■ Both pre- and post-install
■ Fiksu receives 5% of iOS launches
worldwi'
Monthly Marketing Events
Captured
M, M..
► J? ?P <$*& jS» j* „*> jfr<3* -5^ &&<3&J?& <<*
_cb^ _cb^ _c5^ .cC^ .cC^ JCP' .cS^ .cb^- .cS^ .C?” .cj^* JCP* _C5*> .CS^ .cb*’ .cS** -C?v .c?*
{Fiksu} Micah Adler @MicahAdler
26. CASE STUDY:
Quick Service Restaurant
Chain
■ Sustained program to establish a mobile
presence for its brand supporting 10,000
locations worldwide
■ Overall Rank: from 120 to 18
■ Downloads: from 3k/day to 30k/day
■ 6.7M app engagements
■ Cost per download: $.33
■ Cost per loyal user: $.82
■ Cost per app engagement: $0.07
{Fiksu}
750M pre-download
impressions Plus:
benefit of pervasive
on-device presence
Micah Adler @MicahAdler
29. Thank You!
Download free eBooks and
white papers
www.fiksu.com/ebooks
sales@fiksu.com
www.fiksu.com
@Micah Adler
@Fiksu
{Fiksu}
{Fiksu}
Learn First Start Strong
Soft Ldurnh
Stratppcs for Mob*
Game Comp*0**
AndroidApp
Marketingand
GooglePlay
30. (Fksu)
Best Practices for
Growing Your MoMe Ap
r Business
l^woi Mp W wnm |M ®C
I W|« K«4l V 1*4 vt«
{Fiksu}
User Acquisition for Mobile
Games on Facebook
How to go from good to *-e« *r*<n
nwiottnf your game
App Marketers
How to Acquire
Loyal App
Users
SeiHw» to r** pmtowi.
•4rrvtnu* l rrfu&ttOM
How
Mobile Ad Tracking Impacts
App Marketing Results
{Fikfiu}
xs=r
Fiksu
1
^ ^Essential
Tips for
W App Marketing
o/i facebook
{Fiksu}
{Fiksu} --
Brand building on mobile devices:
measuring the value of consumer
engagement
