Oliver Clark provides guidance on choosing a quality app discovery incent network. Key factors include proven ability to deliver high install volumes and velocity, unique and engaged traffic, robust attribution standards and campaign tools, and rewards that build long-term loyalty. Care should be taken to avoid networks that use bots or guarantee unrealistic metrics.

1. Oliver
Clark
Director,
EMEA
Fiksu

2. App
discovery
incent
networks’
key
role:
Driving
Strong
Mone?za?on

3. Mone?za?on
is
Key
for
Game
Marketers
• Wide
range
of
networks,
choose
wisely
– Capabili?es
– Audience
quality
– Execu?on
– Driving
mone?za?on
• Fill
your
user
acquisi?on
funnel
with
players
that
engage
and
spend
in
app

4. Top
Characteris?cs
to
Look
for
in
an
App
Discovery
Incent
Network

5. High
AOribu?on
Standards
• Unique
users
–
not
just
buying
traffic
from
other
sources
• Solid
tracking
SDK,
server-­‐to-­‐server
integra?on,
or
integrated
with
alterna?ve
mobile
app
install
tracking
partners
• Proper
iden?fier
(IDFA,
HTML5
cookies,
digital
fingerprin?ng,
Android
Referrer),
click
and
launch
?me
stamp
for
each
download
&
game
launch

6. Proven
Ability
To
Deliver
Install
Volume
• What
are
the
projected
install
volumes
at
different
CPI
levels?
– based
on
frequently
updated
data
– reflects
current
market
condi?ons
– volumes
may
differ
during
different
days
of
the
week
and
?me
of
campaign
launches
• Steer
clear
of
networks
that
guarantee
volume
over
a
specific
?meframe
or
promise
a
specific
app
store
rank
– may
use
bots
to
emulate
traffic
– risk
your
app
being
banned
from
the
App
Store
or
Google
Play

7. Proven
Ability
To
Deliver
Install
Velocity
• Velocity
=
ability
to
deliver
large
user
volumes
in
a
short
period
of
?me
– Key
goal
when
launching
a
game
and
striving
for
significant
volume
• Apps
with
high
install
velocity
tend
to
be
more
visible
and
see
larger
numbers
of
organic
users
• Many
game
publishers
that
invest
in
marke?ng
to
launch
a
new
game
in
the
App
Store
find
their
game
featured
in
New
&
Noteworthy
– Note:
not
a
perfect
science!

8. Unique
Traffic
• Look
for
incent
traffic
sources
built
on
app
discovery
communi?es
– high-­‐quality,
engaged
users
who
want
to
try
games,
discover
what’s
new,
share
with
each
other,
and
trust
their
service
– these
users
mone?ze
more
oben
and
more
cost-­‐effec?vely
• Single
des?na?on
app
discovery
networks
provide
higher-­‐quality
users
over
a
network
of
offer
walls
of
users
of
other
apps
– reduces
the
risk
of
tapping
into
duplicate
traffic
– more
efficient

9. Robust
Social
Media
Offering
• Integrated
social
play
to
augment
your
mobile
marke?ng
campaign
• Social
media
followers
are
dedicated,
interested
users
–
more
apt
to
act
on
recommenda?ons
by
a
trusted
app
discovery
source
• Look
for:
– which
social
communi?es
(FB,
TwiOer,
YouTube)?
– how
ac?ve
are
these
communi?es?
– community
manager
on
staff?
– will
the
discovery
network
promote
your
game?
– Can
you
invest
in
a
greater
social
push?

10. Campaign
Management
Tools
• Crucial
component
of
any
successful
launch
or
sustain
campaign
• May
need
to
adjust
campaigns
based
on:
– CPI
bids
– device
targe?ng
– geotarge?ng
– daily
budget
capping
– total
budget
capping
– throOling
of
impressions
to
smooth
out
installs
– emergency
aber-­‐hours
service

11. Global
Traffic
• Leverage
and
target
a
global
audience
• Common
for
users
who
live
in
one
country
to
associate
their
device
with
the
app
store
in
a
different
country

12. Device
Targe?ng
• Essen?al
when
marke?ng
certain
game
genres
or
styles
• Two
segments
1.
‘Lean
forward’
devices
such
as
iPhones,
iPod
Touches,
and
Android
smartphones
2. ‘Lean
back’
devices
such
as
iPads,
iPad
Minis,
and
Android
tablets
• Mone?za?on
may
vary
between
the
two
types
– adjust
your
target
bids
accordingly

13. Unique
Traffic
• Essen?al
when
marke?ng
certain
game
genres
or
styles
• Two
segments
1.
‘Lean
forward’
devices
such
as
iPhones,
iPod
Touches,
and
Android
smartphones
2. ‘Lean
back’
devices
such
as
iPads,
iPad
Minis,
and
Android
tablets
• Mone?za?on
may
vary
between
the
two
types
– Adjust
target
bids
accordingly

14. Deliver
On
Rewards
Promise
• Reward
variety
resonates
with
game
consumers
and
delivers
on
the
promise
of
being
rewarded
• Rewards
should
appeal
to
users
in
the
short
term
and
over
?me
– retain
users’
loyalty
and
build
a
trus?ng,
long-­‐term
user
community
– drives
high
volumes
of
installs
consistently
over
?me
• Popular
rewards
include:
–
gib
cards/codes
(iTunes,
Google
Play,
Xbox,
Amazon)
– in-­‐app
currency
– funnels
money
back
into
the
ecosystem
through
in-­‐app
purchases
or
purchasing
of
new
apps,
music,
books,
and
movies

15. User
Engagement
• Need
at
least
30
seconds
to
give
enough
?me
to
engage
the
user
with
ini?al
game
play
and
get
them
to
the
next
level
• Reward
deeper
levels
of
engagement
(reaching
a
higher
level,
defea?ng
a
boss,
making
an
in-­‐app
purchase
etc.)
– This
extra
incen?ve
can
boost
conversion
rates
and
drive
long-­‐term
players
• Tip:
when
designing,
keep
user
acquisi?on
and
mone?za?on
points
in
mind
– Give
users
a
taste
of
gameplay
before
asking
to
register
or
sign
in
– Drives
the
user
to
that
first
mone?za?on
point
and
earns
a
long-­‐term
player

16. Efficiently
Acquire
the
Largest
Number
of
Users
that
Will
Mone?ze
with
Fiksu
• 32
of
the
world’s
50
top-­‐grossing
game
publishers
use
Fiksu
• FreeMyApps
– world’s
highest-­‐volume
app
discovery
network
– community
of
1.6
million
highly
ac?ve
users
dedicated
to
discovering
new
games
– Over
quarter
million
engaged
Facebook
and
TwiOer
users
– Consistent
record
of
delivering
100,000
users
within
72
hours—all
within
target
CPI
• Fiksu
Mobile
App
Marke?ng
Plaoorm
– run
campaigns
across
mul?ple
incent
and
non-­‐incent
networks,
real-­‐?me
bidding
exchanges,
and
social
channels
such
as
Facebook
– one-­‐stop
access
to
99%
of
the
world’s
iOS
and
Android
traffic
– advanced
op?miza?on
technology
helps
game
marketers
acquire
large
volumes
of
high
quality
loyal
users
at
the
best
possible
cost

17. Thank
You
Oliver
Clark
EMEA
Director
of
Sales
Fiksu
oclark@fiksu.com
sales@fiksu.com
+44
7456
540
558
Berkeley
Square
House
Berkeley
Square
London,
W1J
6BD
www.fiksu.com
@fiksu