This document discusses mobile app marketing strategies and challenges. It notes that mobile apps now account for over 50% of digital media consumption. However, mobile marketing faces challenges like complicated attribution and access to data and media channels. The document recommends starting with comprehensive attribution measurement, expanding across mobile media channels, and optimizing campaigns for long-term value metrics. It provides case studies of companies that achieved major growth in key metrics by partnering with Fiksu for mobile user acquisition and optimization.

1. Mobile-izing the Masses:
App Acquisition Strategy,
Attribution & Performance
Optimization
Micah Adler
Founder and CEO

2. 800CLIENTS 2500APPS
40 of 502013 TOP GROSSING APPS
World’s leading mobile marketing
platform
About Fiksu
Nearly 3 BillionDOWNLOADS GENERATED
Boston
Northampton
San Francisco
London
Helsinki
Singapore
Tokyo
Seoul
Micah Adler @MicahAdler

3. The Opportunities

4. $100B Mobile App Economy
Digital media consumption:
51% from mobile apps
9% from other mobile
40% from desktop
Consumers now spend
more time on mobile than
on TV
$700 billion
in revenue will
be generated
by mobile apps
in 2017Apple and Google
Play app store
downloads
topped 102 billion
in 2013
Mobile: over 50%
of transactions on
Amazon, Gilt,
Groupon, and more;
75% of Facebook
and Twitter usage
2B smartphones
expected to ship
in 2014 – vs.
300M PCs
2013 mobile app
revenue Fiksu
estimate:
$38 B
Gartner – Dec 2013ABI Research, March 2013 Various GARTNER – Sept 2013 Digi-Capital
Micah Adler @MicahAdler

5. Mobile Apps – Strategic Advantages
Multi-event marketing
Pre-download
• Impression, click, App Store landing page >>> download
Post-download
• Persistent device presence
• Immersive in-app experience & engagement
• Ongoing push notifications
Overall
• Undervalued
• Consumer-preferred
• Growing
Micah Adler @MicahAdler

6. The Challenges

7. Mobile is different from the desktop
§ And it isn’t the size of the screen!
§ Mobile is an operating system
- This is why apps dominate
- Data is handled very differently in mobile
• Desktop-like cookies don’t exist
• IDs galore
• Attribution is challenging
§ Desktop: client side data; Mobile: server side data
- Desktop players haven’t made transition to mobile
- Requires rewriting entire technology stack

8. Complicated Mobile Ecosystem
Micah Adler @MicahAdler

9. Specific Challenges
• Attribution
• Data
• Media access
• Programmatic media access
• Performance optimization
• Analytics
Micah Adler @MicahAdler

10. Getting loyal users is more expensive than ever before.
Increasing Costs
Micah Adler @MicahAdler

11. The Strategies

12. 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
Micah Adler @MicahAdler

13. 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
Micah Adler @MicahAdler

14. Expand Reach Across All Mobile Media Channels
Traditional/DisplaySocial
Video
RTB
Exchanges
Rewards
Micah Adler @MicahAdler

15. 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.
Twitter MAP)
Fiksu’s media allocation since inception
Micah Adler @MicahAdler

16. 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
• And now, off Facebook as well
Micah Adler @MicahAdler

17. 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
Micah Adler @MicahAdler

18. 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
Micah Adler @MicahAdler

19. Programmatically Optimize in Real Time
Micah Adler @MicahAdler

20. § Revive lapsed users
§ Segment existing users to drive specific behaviors
§ Deep link direct to action point in app
§ Cross-channel promotion
§ Lower costs compared to new
user acquisition
§ Key: use your data!
Re-engage & Retarget
Micah Adler @MicahAdler

21. Mobile event data infrastructure
§ 350 billion marketing events per month
§ Both pre- and post-install
§ Fiksu receives 5% of iOS launches worldwide
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
Partner to Gain Expertise, Programmatic Access & Data
Monthly Marketing Events
Captured
Micah Adler @MicahAdler

22. Case Studies

23. 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
750M pre-download
impressions
Plus: benefit of
pervasive on-device
presence
Micah Adler @MicahAdler

24. • Partnered with Fiksu for launch
• Needed critical mass of users to support
viral effects
• Used video, banner, RTB, and more
• 5.5M users within 1 month of launch
• CPIs around $1
“Our marketing
partnership with Fiksu
gave us the promotional
boost we needed to not
only succeed but to
dominate the games
app category.”
— Neal Ostrov, CMO,
Plain Vanilla Games
CASE STUDY:
Quiz Up
Micah Adler @MicahAdler

25. • Started Facebook campaigns in-house,
challenged by scaling and maintaining
• Fiksu doubled volume while reducing
CPIs 20%
• Able to take advantage of seasonality
with increased spend
“In the five months
we’ve worked with
Fiksu, our business has
increased by 70%.”
— Alex
Oliveira,
StoryTree
CASE STUDY:
SimplePrints by StoryTree
Micah Adler @MicahAdler

26. sales@fiksu.com
www.fiksu.com
@MicahAdler
@Fiksu
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