Mobile app marketing has evolved significantly from 2011-2015. In the early years (2011-2012), marketing was less targeted and focused more on downloads than ROI. From 2012-2013, AppsFlyer helped advertisers gain attribution data to optimize for cost-per-install and lifetime value. They also grew their network of ad partners from 6 to over 260. By 2014, they provided platforms for agencies, reengagement campaigns, and worked with over 700 ad networks. OneLink was introduced to simplify cross-platform linking and deferred deeplinking to improve ROI.

2. MOBILE EVOLUTION
< 2011 2012-3 2014 2015

3. < 2011

4. Imagine Investing Like This

5. AppsFlyer Takes The Guesswork Out

6. 2011
Email
Twitter
Blog
Users
content
Publishers
Social
discovery
Apps
PR
Incentivize
Apps Specific
Publishers/platform
s
Review
sites: Blogs
video
Catalogs
Verticals
d
downloads
Ad
network
s
Deal
trackers
Apps
Search
Cross
promotion
Search
Social
Blogs
Mobile
Verticals
Self service
marketing
Facebook
Ad
networks
Forums
Developer
s
Partners
Carriers

7. 2012-2013

8. 2012-2013
Advertisers Ad Networks Users
Advertiser
s
Attribution Authority
CPI/A
PPE Enablement
2012: 6 to 60 networks
2013: grow to 260 networks

9. 2014

10. 2014
Advertisers
Advertiser
s
Ad Networks Users
Agencies
Agencies
Reengagement
CPA Enablement
Attribution Authority
700 Ad-networks

11. FROM WASTING TO INVESTING
< 2011
• Blind CPM/C
• $$$ decrease value
2012-3
• Attribution authority
• CPM/C/I/A
• ROI/LTV
• $$$ increase value
2014
• PPE
• Re-engagement
2015
• PPE
• Re-engagement

12. WHAT’S DELAYING PPE
& REENGAGEMENT?

13. MAJOR LINKING
ISSUES

14. INTRODUCING
ONELINK
ONE SMART LINK TO RULE THEM ALL

16. Get Attribution Data Flow:
Providing the users you acquire with relevant content and maximizing your ROI
AppsFlyer’s
Servers
App Store/
Play
User
Device
Ad click
Store Redirected
Events
App
Install
API’s & Postbacks
App Install &
First Open
Get Attribution Data
Advertiser is able to
query attribution data in
real time, and directly
serve relevant content,
upon the first app open.
Media
Sources
Hotels New York

17. App Not Installed
App Already Installed
Get $50 Off
San Francisco
Hotels
Book Now
Ad Click
You Have $50 Credit
Redirect To Appropriate Store
Only if app not installed
One Smart Link URL
 Any Platform: Web, iOS, Android etc.
 Any App Store: Apple, Google etc.
 Any Scenario: App already installed
or not
 Same Experience
Specific Landing Page
 Deeplinking (App Open)
 Deferred Deeplinking (Install)
 Same Experience
Deferred Deeplinking
Deeplink
One Smart Link to Rule Them ALL

18. EXCLUSIVE TIPS

19. EXCLUSIVE TIP .
Target New Devices

20. EXCLUSIVE TIP .
Hit The Top 25 Networks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25

21. EXCLUSIVE TIP .
Paid/Organic Installs
Buying Users Is Ok
30%
25%
20%
15%
10%
5%
0%
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14

22. EXCLUSIVE TIP .
Define Your Objectives, Measure and Optimize

23. QUESTIONS?