Apprupt at Ad:tech London 2010

Affiliate Marketing for Apps
How it benefits Consumers, Publishers and Developers

Ad:tech London
22 September 2010

Distinctions:
As seen on:

© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com

Tuesday, 28 September 2010

The rise of the smartphone
0 0

7,500 150,000,000

15,000 300,000,000

Februar
09

Februar
09

Januar
09

Januar
09

Dezember
08

Dezember
08

November
08

November
08

Oktober
08

Oktober
08

September
08

September
08

August
08

August
08
Applications gesamt Downloads gesamt

22,500 450,000,000

30,000 600,000,000

Gartner: Mobile To Outpace Desktop Web By 2013
By 2013, the combined installed base of smartphones and browser-equipped enhanced
phones will exceed 1.82 billion units. (January 2010)

Apple App Store: 250,000 and counting
Apple's U.S. App Store passed the quarter million milestone on Friday,
two years and 49 days after it opened. (28 August 2010)

Google: 80,000 apps in the Android Market
At a recent product launch, Google has confirmed there are over 80,000
applications on the Android Market (9 Sep 2010)

2010 Smartphone market forecast to grow by 55.4% YoY
IDC now expects mobile phone vendors to ship 269.6 million converged mobile
devices this year (07 Sep 2010)

© 2010 apprupt GmbH • www.apprupt.com • publisher@apprupt.com 3


The Consumer Perspective
The Challenge of App Discovery



Consumers are overwhelmed

?
“There’s no way Apple could prominently present these 36,000 applications to users without
overwhelming them…nobody is going to find your app on their own.”
Jason Kinkaid, Techcrunch.com, April 2009

4

They have to seek out apps

How do you discover the apps you decide to download?
(check all that apply)

60% 13%
46%
62% 30% 19% 10%

Other
A brand I know
Press articles or introduces an app
See ads while using blogs and reaches out to
other apps me
Word of Mouth
(recommendations
Browsing through from friends or
top app store colleagues)
Searching for a rankings
specific type of app

Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009

© 2010 apprupt GmbH • www.apprupt.com • jm@apprupt.com
5


In a crowded market...

6

...present consumers with the best option

7

Android’s a scary place for consumers

© 2010 apprupt GmbH • www.apprupt.com • jm@apprupt.com
8


What’s needed is some way to deliver safe, relevant apps to the consumer

App Market Mediator Mobile Web / P-O-I

Aggregation Segmentation Recommendation

Finance

?
Filter
Lifestyle
App Developer User

Games

Sports

Structure News

Social
Network

9

The Publisher Perspective
Monetizing Mobile Traffic – Increasing Customer Loyalty



Mobile destinations struggle to make money from growing mobile traffic.

?
iPhone users spend 80 minutes per day using apps
admob App Usage Survey, February 2010

11

What can publishers sell?

$25bn ?
12

Media Owners can now have their own app stores

via iPad:
derwesten.de
(Q4)

via iPhone:
RTL App via iPhone:
mobil.bild.de

via Android: via iPhone:
m.ftd.de mobil.handel
sblatt.com



Users discover relevant apps and can access detailed information without
leaving the site - they only leave in order to buy.

via iPhone:
m.web.de

PUBLISHER SITE APP STORE



Contvertising™ is contextual advertising for apps

via iPhone: via iPhone:
mobil.handel m.menshealt
! sblatt.com h.de

!

!

!



ADVERTISING a mobile application is not SELLING an application.

≠
16

apprupt’s technology enables high performing placements
0 0

7,500 150,000,000

15,000 300,000,000

Februar
09

Februar
09

Januar
09

Januar
09

Dezember
08

Dezember
08

November
08

November
08

Oktober
08

Oktober
08

September
08

September
08

August
08

August
08
Applications gesamt Downloads gesamt

22,500 450,000,000

30,000 600,000,000

apprupt ermöglicht offering a clear increase in user benefits performante
while mobile Monetarisierung durch hoch

Summary

 Complimentary monetization of mobile traffic.
Monetization
 Whole new revenue stream from App sales.

 Live performance optimisation using apprupt’s proprietary
contvertising™ algorithms
Technology
 Innovative formats and integration possibilities across multiple
mobile platforms

 Users are offered relevant and interesting app
User Benefits recommendations at the point of interest
 Push rather than Pull - Discovering great apps is made easier



The Developer Perspective
Increasing ROI and Downloads



Visibility and accessibility will be major challenges for app vendors.

Major challenges in the market from a developer perspective

How to get seen with my app... ...without burning cash!

?
“All of my traffic goes straight to the App Store and I have no idea what drives it or how to influence it.”
iPhone developer, appstorehq.com

19

(App) affiliate marketing comes down to one rule: spend less than you earn.

20

As an developer you need to acquire users efficiently without burning cash..

?
21

Appvertisers generally have two ways to get their apps listed with apprupt.

A.
Affiliate Programme
Based on relevance and
preferences of publisher‘s users

CPI based

B.
Affiliate Campaign
Highlighted and promoted in
publisher‘s top / recommended
category
CPC based

22

apprupt - strong performance led app marketing

Summary
 Choose between CPC and CPI campaigns
Performance  Real-time reporting of clicks and downloads allows live
campaign optimisation

 A network of premium brands
Great Content
 Wide range of relevant editorial

 Apps run alongside editorial giving them a degree of
Innovative endorsement
Formats  Innovative placements combined with accurate user
targeting

© 2010 apprupt GmbH • www.apprupt.com • appvertiser@apprupt.com 21


Thanks for listening!

Some of our Partners Get in touch!
Jascha Samadi
Managing Director & Founder
js@apprupt.com

Jon Mundy
Director Business Development UK
Tel +44 (7967) 824699
jm@apprupt.com

apprupt GmbH
Große Reichenstraße 27
20457 Hamburg
Germany

70 Newcomen Street
SE1 1YT London
United Kingdom

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Apprupt at Ad:tech London 2010

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