SlideShare a Scribd company logo
1 of 41
2024 WTF
John Koetsier
01
Talking
02
Interesting
03
Macro
04
Us
05
Winning
01 Talking to
marketers
02
May you live in
interesting
times
There are decades when
nothing happens, and there are
weeks when decades happen
Lenin
03
Macro scale:
where we are
right now
Inflation is still high
compared to recent
years at 5.8% for 2024
IMF
In 2024, advertisers will spend,
on average, $139 per capita
across the world. It is about 75%
more than what they spent 20
years ago ($80)
Dentsu
Plus, wars all over the
world impacting the
economy, supply chain,
and consumer sentiment.
04So what about
us?
Privacy shifts
across the
ecosystem
And marketers are dealing
with…
iOS14.5 & ATT
Android Privacy Sandbox
ITP & 3rd-Party Cookies
Facebook AMM deprecation
SKAN Updates (4.0+)
GDPR, DMA, CCPA
[
1.7% of downloads turned into paying subscribers in their first 30 days,
which is slightly up from last report. The difference between lower
quartile (.6%) and upper quartile (4.2%) remains striking.
The top 5% of newly launched apps generate over 200x
more revenue than the bottom quartile does, 12
months after launch.
The average Realized LW per download in North America, 14 days in, is
4x the global average at $0.35 compared to $0.08. A multiple that
exists both on the App Store, as well as on Google Play.
-14°/% Share of monthly subscribers retained after 12 months
dropped by -14% last year, across categories and impacting
both the best and worst performers alike.
Over 10% of churned monthly subscribers re-subscribe within 12
months, with categories like Media & Entertainment seeing even
higher reactivation rates.
1.7%
200x
$0.35
-14%
12%
RevenueCat
2024 WTF
John Koetsier
05So what’s
winning now?
01
Overall spend is slightly up
8%
Spend by Singular clients is
up 8% year over year
02
Unified
Measurement
1. Accurate organics
31% more attributed conversions due to
better organic vs paid identification
2. Smarter measurement
43% boost in campaign ROI
3. Long cohorts
35-day post-install cohort analysis
4. Sane CPIs
No more goofy eCPIs
Gust de Baaker
Beyond last click
03
The goal is to get as many
signals as possible to make
better decisions
Edouard Favier, UA
A Thinking Ape
MMM highlights wasted spend
MMM is fraud resistant
MMM shows industry shifts
MMM is a sanity check
MMM can even be (relatively) easy
04
One relatively tiny ad network
came out of nowhere to rank
on every category in Singular’s
2024 ROI Index
05
2024 WTF
John Koetsier
Hope you had a
wonderful
MAU!

More Related Content

Similar to 2024 WTF - what's working in mobile user acquisition

How The Coronavirus Crisis Impacts Performance Marketing Long Term
How The Coronavirus Crisis Impacts Performance Marketing Long TermHow The Coronavirus Crisis Impacts Performance Marketing Long Term
How The Coronavirus Crisis Impacts Performance Marketing Long TermTinuiti
 
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 World
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 WorldUser Engagement In Extraordinary Times - Marketing For Post-COVID-19 World
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 WorldMoEngage Inc.
 
Planning launches in times of crisis
Planning launches in times of crisisPlanning launches in times of crisis
Planning launches in times of crisisFAS
 
CIO COVID-19 Impact Survey, Sample Slides
CIO COVID-19 Impact Survey, Sample SlidesCIO COVID-19 Impact Survey, Sample Slides
CIO COVID-19 Impact Survey, Sample SlidesIDG
 
2022 Dating Apps Report - EN.pdf
2022 Dating Apps Report - EN.pdf2022 Dating Apps Report - EN.pdf
2022 Dating Apps Report - EN.pdfDebashishSahoo17
 
Making Mobile Marketing Budgets Count in the Age of Ad Blocking
Making Mobile Marketing Budgets Count in the Age of Ad BlockingMaking Mobile Marketing Budgets Count in the Age of Ad Blocking
Making Mobile Marketing Budgets Count in the Age of Ad BlockingSyniverse
 
influencer_marketing_benchmark_report_2021.pdf
influencer_marketing_benchmark_report_2021.pdfinfluencer_marketing_benchmark_report_2021.pdf
influencer_marketing_benchmark_report_2021.pdfsatubumi
 
FIN526 -Personal TWTR Analyst Report
FIN526 -Personal TWTR Analyst ReportFIN526 -Personal TWTR Analyst Report
FIN526 -Personal TWTR Analyst ReportMike Allen
 
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisisMcKinsey on Marketing & Sales
 
Intro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuartIntro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuartqualitywebmarketing
 
Intro To Online Advertising Greg Stuart
Intro To Online Advertising Greg StuartIntro To Online Advertising Greg Stuart
Intro To Online Advertising Greg StuartGreg Stuart
 
In Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg StuartIn Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg Stuartronewmedia_academy
 
Marketing in coronavirus times:​ How to navigate your brand through the storm
Marketing in coronavirus times:​ How to navigate your brand through the stormMarketing in coronavirus times:​ How to navigate your brand through the storm
Marketing in coronavirus times:​ How to navigate your brand through the stormGeorge Gritzalas
 
The CMO Survey - Highlights and Insights Report - February 2022
The CMO Survey - Highlights and Insights Report - February 2022 The CMO Survey - Highlights and Insights Report - February 2022
The CMO Survey - Highlights and Insights Report - February 2022 christinemoorman
 
AI: From Data to ROI
AI: From Data to ROIAI: From Data to ROI
AI: From Data to ROICognizant
 
Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)Fabernovel
 
How covid has influenced marketing
How covid has influenced marketingHow covid has influenced marketing
How covid has influenced marketingRehan Perera
 
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisisMcKinsey on Marketing & Sales
 

Similar to 2024 WTF - what's working in mobile user acquisition (20)

How The Coronavirus Crisis Impacts Performance Marketing Long Term
How The Coronavirus Crisis Impacts Performance Marketing Long TermHow The Coronavirus Crisis Impacts Performance Marketing Long Term
How The Coronavirus Crisis Impacts Performance Marketing Long Term
 
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 World
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 WorldUser Engagement In Extraordinary Times - Marketing For Post-COVID-19 World
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 World
 
Planning launches in times of crisis
Planning launches in times of crisisPlanning launches in times of crisis
Planning launches in times of crisis
 
CIO COVID-19 Impact Survey, Sample Slides
CIO COVID-19 Impact Survey, Sample SlidesCIO COVID-19 Impact Survey, Sample Slides
CIO COVID-19 Impact Survey, Sample Slides
 
2022 Dating Apps Report - EN.pdf
2022 Dating Apps Report - EN.pdf2022 Dating Apps Report - EN.pdf
2022 Dating Apps Report - EN.pdf
 
Making Mobile Marketing Budgets Count in the Age of Ad Blocking
Making Mobile Marketing Budgets Count in the Age of Ad BlockingMaking Mobile Marketing Budgets Count in the Age of Ad Blocking
Making Mobile Marketing Budgets Count in the Age of Ad Blocking
 
influencer_marketing_benchmark_report_2021.pdf
influencer_marketing_benchmark_report_2021.pdfinfluencer_marketing_benchmark_report_2021.pdf
influencer_marketing_benchmark_report_2021.pdf
 
FIN526 -Personal TWTR Analyst Report
FIN526 -Personal TWTR Analyst ReportFIN526 -Personal TWTR Analyst Report
FIN526 -Personal TWTR Analyst Report
 
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
 
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Italian B2B decision maker response to COVID-19 crisis
 
Intro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuartIntro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuart
 
Intro To Online Advertising Greg Stuart
Intro To Online Advertising Greg StuartIntro To Online Advertising Greg Stuart
Intro To Online Advertising Greg Stuart
 
In Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg StuartIn Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg Stuart
 
Marketing in coronavirus times:​ How to navigate your brand through the storm
Marketing in coronavirus times:​ How to navigate your brand through the stormMarketing in coronavirus times:​ How to navigate your brand through the storm
Marketing in coronavirus times:​ How to navigate your brand through the storm
 
The CMO Survey - Highlights and Insights Report - February 2022
The CMO Survey - Highlights and Insights Report - February 2022 The CMO Survey - Highlights and Insights Report - February 2022
The CMO Survey - Highlights and Insights Report - February 2022
 
AI: From Data to ROI
AI: From Data to ROIAI: From Data to ROI
AI: From Data to ROI
 
Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)
 
How covid has influenced marketing
How covid has influenced marketingHow covid has influenced marketing
How covid has influenced marketing
 
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
 
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisisMcKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
McKinsey Survey: Indian B2B decision maker response to COVID-19 crisis
 

More from John Koetsier

Smart matter: How 4 things are making every "thing" smart
Smart matter: How 4 things are making every "thing" smartSmart matter: How 4 things are making every "thing" smart
Smart matter: How 4 things are making every "thing" smartJohn Koetsier
 
How journalists choose stories
How journalists choose storiesHow journalists choose stories
How journalists choose storiesJohn Koetsier
 
Web, apps, bots, & agents: when to use each
Web, apps, bots, & agents: when to use eachWeb, apps, bots, & agents: when to use each
Web, apps, bots, & agents: when to use eachJohn Koetsier
 
To win in mobile is to win. Period
To win in mobile is to win. PeriodTo win in mobile is to win. Period
To win in mobile is to win. PeriodJohn Koetsier
 
Mobile developer roadshow
Mobile developer roadshowMobile developer roadshow
Mobile developer roadshowJohn Koetsier
 
VB Intel - types of reports
VB Intel - types of reportsVB Intel - types of reports
VB Intel - types of reportsJohn Koetsier
 
Apple patent for protecting devices when they fall
Apple patent for protecting devices when they fallApple patent for protecting devices when they fall
Apple patent for protecting devices when they fallJohn Koetsier
 
Social and you: navigating new media and your business
Social and you: navigating new media and your businessSocial and you: navigating new media and your business
Social and you: navigating new media and your businessJohn Koetsier
 
Updated Canpages iPhone app
Updated Canpages iPhone appUpdated Canpages iPhone app
Updated Canpages iPhone appJohn Koetsier
 
Intelligence in the age of Google
Intelligence in the age of GoogleIntelligence in the age of Google
Intelligence in the age of GoogleJohn Koetsier
 
OSS EDU: standing on the shoulders of giants
OSS EDU: standing on the shoulders of giantsOSS EDU: standing on the shoulders of giants
OSS EDU: standing on the shoulders of giantsJohn Koetsier
 
5 Years Of WordPress
5 Years Of WordPress5 Years Of WordPress
5 Years Of WordPressJohn Koetsier
 
A Formula For Goal Setting
A Formula For Goal SettingA Formula For Goal Setting
A Formula For Goal SettingJohn Koetsier
 

More from John Koetsier (19)

Smart matter: How 4 things are making every "thing" smart
Smart matter: How 4 things are making every "thing" smartSmart matter: How 4 things are making every "thing" smart
Smart matter: How 4 things are making every "thing" smart
 
How journalists choose stories
How journalists choose storiesHow journalists choose stories
How journalists choose stories
 
Web, apps, bots, & agents: when to use each
Web, apps, bots, & agents: when to use eachWeb, apps, bots, & agents: when to use each
Web, apps, bots, & agents: when to use each
 
To win in mobile is to win. Period
To win in mobile is to win. PeriodTo win in mobile is to win. Period
To win in mobile is to win. Period
 
Mobile developer roadshow
Mobile developer roadshowMobile developer roadshow
Mobile developer roadshow
 
Becoming an analyst
Becoming an analystBecoming an analyst
Becoming an analyst
 
VB Intel - types of reports
VB Intel - types of reportsVB Intel - types of reports
VB Intel - types of reports
 
VB Intel analysts
VB Intel analystsVB Intel analysts
VB Intel analysts
 
Chegg ipo
Chegg ipoChegg ipo
Chegg ipo
 
Apple patent for protecting devices when they fall
Apple patent for protecting devices when they fallApple patent for protecting devices when they fall
Apple patent for protecting devices when they fall
 
Rebrand
RebrandRebrand
Rebrand
 
Social and you: navigating new media and your business
Social and you: navigating new media and your businessSocial and you: navigating new media and your business
Social and you: navigating new media and your business
 
Updated Canpages iPhone app
Updated Canpages iPhone appUpdated Canpages iPhone app
Updated Canpages iPhone app
 
Intelligence in the age of Google
Intelligence in the age of GoogleIntelligence in the age of Google
Intelligence in the age of Google
 
OSS EDU: standing on the shoulders of giants
OSS EDU: standing on the shoulders of giantsOSS EDU: standing on the shoulders of giants
OSS EDU: standing on the shoulders of giants
 
Phone Wifi Bug
Phone Wifi BugPhone Wifi Bug
Phone Wifi Bug
 
5 Years Of WordPress
5 Years Of WordPress5 Years Of WordPress
5 Years Of WordPress
 
Memory Test
Memory TestMemory Test
Memory Test
 
A Formula For Goal Setting
A Formula For Goal SettingA Formula For Goal Setting
A Formula For Goal Setting
 

Recently uploaded

SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptGreg Jarboe
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfArunPagare2
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Prof. Marcus Renato de Carvalho
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingVikasYadav194549
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignMartal Group
 
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRAnton Shulke
 
How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024Jomer Gregorio
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionVictoria Gaitskell
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitPieter Brinkman
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfatinukehassan87
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityTony Robert
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.Stacey Cost
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Jomer Gregorio
 
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUsayangkamuu240203
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?NapierPR
 

Recently uploaded (20)

SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
buy best digital marketing course in india
buy best digital marketing course in indiabuy best digital marketing course in india
buy best digital marketing course in india
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation Campaign
 
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
 
How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 

2024 WTF - what's working in mobile user acquisition

Editor's Notes

  1. Hello, welcome, wow, you’re still here Door prizes! 2nd time at MAU Chose this title: so much bad news But is it all really as bad as it seems? Let’s find out
  2. My name is John Koetsier Longtime journalist Still contribute at Forbes But most of my time is consulting in adtech & growth & mobile And most of that is with Singular, the MMP So my job is kinda … talking to marketers
  3. Sometimes like this Marketer as a star How did you end world hunger Save the world Restore justice and peace to Midgard
  4. Lately, more like this Counseling sessions There, there Don’t worry It’ll be all right, I’m sure
  5. Part of the reason So much change
  6. We all kinda figured everything would go back to normal Then we discovered that yes, you can never really go home again And everything is always changing Including us
  7. A lot of our weeks lately have felt like this We’re getting future shock Everything is changing
  8. So my goal today … Give you a big hug But not in a creepy way
  9. Let’s start big picture What’s going on?
  10. GDP growth is down Our economy is not randomly getting saved The Marvels aren’t coming Iron Man isn’t going to fight off the alien attack
  11. Inflation is still high It turns out when you print $5 trillion … there’s an impact Who knew :-) Why didn’t anyone warn us :-) https://www.imf.org/en/Publications/WEO/Issues/2024/01/30/world-economic-outlook-update-january-2024
  12. Ad growth has been impressive But we were fooled by a massive spike during a global pandemic And now ad revenue growth is below GDP growth Source https://www.groupm.com/2023-global-end-of-year-forecast/
  13. Historically speaking, we spend a metric shit-ton on ads That makes sense: the total addressable market for content ads can be targeted against has vastly expanded But this is not an infinite sum game It has limits https://www.dentsu.com/news-releases/dentsu-forecasts-2024-global-ad-spend-to-grow
  14. Which is why growth rates for ad spend are down
  15. And yes, it helps no-one when we’re killing people all over the place
  16. So that’s the big picture right now What about the growth ecosystem? Mobile marketing?
  17. As necessary as privacy is … and I 100% mean that It’s been a disaster for modern marketing machines Lost signal … yep But worse: bad signal SKAN and non-SKAN numbers don’t add up to real-world totals Organics and paid mingled Duplicated counting of installs Can’t trust channel performance numbers And all this joy is soon to arrive on Android
  18. To make matters worse We’ve seen massive job losses
  19. Unity, Amazon, Riot, Microsoft, Niantic, Sega Sure, there was overhiring during Covid Sure there are lots of reasons But that doesn’t make it any easier
  20. Web3 was going to save us But the crypto crash cratered web3 games Can anyone think of a big web3 game? Crypto has since somewhat recovered But NFTs, which many thought would be a cool way to monetize games and apps … have not
  21. As the ad TAM grows People get increasingly hostile to ads Or … just blind
  22. And yeah … Apple Vision Pro isn’t gonna save us Even Oculus isn’t
  23. Subscriptions are tough too They’re not insulated from the overall economy Retained subscribers: down 14% Across the board RevenueCat 2024 subscription report https://www.revenuecat.com/state-of-subscription-apps-2024/#h-price-points
  24. So we arrive here In 2024 WTF What is the path forward?
  25. First off, get in the fight Participate You might laugh at participation trophies But those who aren’t engaging can’t win
  26. And it turns out … top growth marketers are spending Source: https://docs.google.com/spreadsheets/d/1MzGGlCaY_jCoKAKfmm1HpITyHz5cOQuB1DE8uMJ7S0s/edit#gid=1281955719
  27. Some verticals more than others Plenty of verticals seeing significant growth And guess what … A ton of it is outside of games Business Medical Entertainment Sports Health/fitness So participation is winning now Source: https://docs.google.com/spreadsheets/d/1Yo9LxhShlThwelIiX6vSkuMY3h7PwVIyoEL8Wag7SOg/edit#gid=123100319 Vertical Growth Business 31.09% Medical 30.89% Entertainment 27.85% Sports 24.43% Lifestyle 23.08% Health & Fitness 16.97% Education 7.46% Games 7.07% Food & Drink 5.08% Social Networking 0.91% Shopping -2.20% Productivity -2.54% Finance -4.95% Travel -18.88%
  28. 2: measurement accuracy is improving Even under privacy We just talked about it Cohorts are gone Organics and paid are all mixed up Duplicated install counts from different sources and attribution methods
  29. SKAN is here to stay You need a solution that gives you the best data possible Unified Measurement is an approach that uses multiple measurement methodologies At the same time Combined To achieve significantly better results SKAN by itself isn’t enough IDFV by itself, not enough IDFA … Any other single method Using Unified Measurement for the new Unified iOS Report, we’re seeing accurate de-duping of SKAN and MMP attribution Much more accurate partner performance Actual organics Better ROI Sane eCPIs And … 35-day post-install cohorts You cannot rely on one source of data for marketing measurement anymore You need multiple, unified Transparent
  30. 3: go beyond last click Sure, the customer journey for a mobile game maybe isn’t as complex as this one You’re not buying a car, after all But there’s a heck of a lot more going on that 1 ad view, 1 click, 1 install, 1 open And … huge ROI Have to go beyond last click Source: https://gustdebacker.com/
  31. That means getting serious about MMM A year ago: 3% of marketers “MMM is not worth it” 16% on the fence 25%: already doing MMM 60%: on their way
  32. More signals, done well, boosts decision accuracy
  33. Wasted spend: client always wondered about 1 network Fraud resistant: bad guys can game other KPIs Industry shifts: see if a change you’re experiencing is just you or whole industry (Russia’s invasion of Ukraine) Sanity check: is this spend really incremental? ROI over time by channel Relatively easy … out of the box, ready to go … all your data is already there
  34. 4. Test new partners
  35. Moloco Ranked on every single category (geo/vertical) Others that ranked: Meta, Google, TikTok ironSource, AppLovin Who will be Moloco in 2025? Only way to know … Test Also: more partners Every time I’ve checked the data … 2X in the last 6-7 years at Singular Once at TUNE close to a decade ago Marketers who are testing more networks grow faster
  36. 5. Test entirely new channels, not just new partners Recently put together Singular’s ROI Index Some things don’t hit the big numbers But they make a significant difference for specific apps UA spend for CTV is up 46% year over year for Singular clients I keep hearing good things about out of home Custom SMS Email Newsletter Lockscreen ads No-store direct install YMMV … try things that make sense for your vertical, your target customer
  37. So yeah … we’re operating in challenging circumstances But there are still some reasons for optimism
  38. And … at least you got a free hug