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Increase your downloads | Jose Martinez
With over 1.5 mn apps out there …
Incentivized
               Advertising

  Display                      Search
Advertising                  Advertising

                                                                        Provide
                 1.Paid                               Get users to     “Search”
                Installs                                review          friendly
                                                                      description


                                           Get users to                         And many
                                           rate the app                        more methods
                 2.Cross                                       3.organic
               Promotions
                                                                Installs



  …how would you increase your app’s visibility?
ORGANIC INSTALLS
                                                             PAID INSTALLS
TOTAL # OF INSTALLS




                                          TIME SINCE APP LAUNCH



                      Paid vs Organic Installs
Use Different Ad    Provide Adequate
5 essentials to    Formats             Information on
maximizing the                         the Ads
impact of paid
advertising



Target the right   Track conversions   Run Experiments
users
Use Different Ad Formats
Different Ad Formats
                          Banner and HD Banner
                             ‣    320x48,300x250 and 320x50 for older smart phones for smaller
                                  screen size
 Benefits of using           ‣    640x96 and 640x100 for newer smart phones with larger screen size ;
                                  1024x768 for tablets
   different ad
     formats:
1.  Engage with user
                          Interstitial
    with different           ‣    Interstitial ads (320x480) are a powerful yet non-intrusive way of
                                  showing your ads to the user
    formats
                             ‣    Multiple engagement points and calls to action possible
2.  Less user fatigue
3.  Reach large user
    base due to           Rich Media & Video Ads
    maximum scale
                             ‣    Highly engaging HTML5 ads with various user interactions
                             ‣    Embedded video units for increased engagement
Regular Banner
& HD Banners
                           Regular Banners   HD Banners

Click Through Rate (CTR)   0.52%             1.75%

Conversion Ratio (CVR)     1.85%             1.97%




‣  CTR: CTRs tend to improve by 20-30% on
   average peaking at around 70%
   improvements.
‣  Conversion Rates: Click to conversion rates
   improved by 7-10%
Regular Banners vs Interstitials
        10x more real-estate                                    5x



                                      CTR
                                                                          4.5%
                                                     0.9%
                                                    Banner             Interstitials


                                                                4.5x


                                   Conversions*

                                                                           55K

                                                      12K

                                                     Banner            Interstitials

                                                  * Conversions for 50M impressions
Rich media mobile ads have the highest click-
though-rates, compared to any other ad format.
Rich Media Ad Formats Example
Expandable Ads
‣  Refresh your creative at regular
                   intervals to avoid user fatigue
                   (recommended: once in 2 weeks)


                ‣  Use a combination of regular and HD
Key Takeaways      Banners to leverage real estate
                   smartphones with large screens


                ‣  Leverage Interstitial ads smartly


                ‣  Budget permitting, opt in for Rich
                   Media ads as well
Provide Adequate Info On
         The Ad
Have an interesting                          Rating is a big motivator for
and catchy tile image                          people to click on ads

    Add the rating of                          Provide the Category, Size,
   your app to the ad                          and description of the app




                         

                                               Provide a clear Call To Action for
                                               the user

                                               State clearly whether the app is
                                               a free or a paid app (together
                                               with the price)



   Things you don’t want to miss showing on your ad
AD IS                  NOT CLEAR WHAT   NO CLEAR CALL TO
GETTING                THE AD IS FOR    ACTION
CUT OFF




 Examples of Bad Ads
Target Smartly
A wide range of targeting parameters are available. Choose wisely!



        Retargeting                                     Device



Behavioral                                                   Context

 Demographics                                            Geography




       Historical                                      Category
‣  Android developers need to exclude
                  devices on which the app is not
                  supported


               ‣  Use special targeting features such as

   Some
                  Geo Targeting or Demographic
                  targeting wisely.


pointers for   ‣  If your app is >30 MB, target only
                  Wi-Fi as your users cannot download

 targeting        a large app on 3G


               ‣  Run an experiment with broad
                  targeting first. Work with your ad
                  network to analyze the data and then
                  identify the segments that deliver
                  the best results.
Example of   Requirement: A taxi company wanted
             to increase downloads of their


   good
             application by users who tend to use
             their services



 targeting   Solution: They targeted their ads at
             users in airports of all tier 1 cities in
             a specific country.
             The banners shown to users in each
             city carried localized information,
             such as specific destinations in that
             city

             Results: The CTR saw an increase
             from 1% to 4% with the targeted ads.
             The developer received thousands of
             new downloads from the campaign
Conversion Tracking
Know where users are coming from




   Why
Conversion   Know which segment provides better
             ROI


 Tracking
             Optimize campaigns based on above
What to keep in
    mind while
                      ‣  Not reliant on UDID alone
  choosing a good
                      ‣  Works Across Web & Apps
conversion tracking   ‣  Tracks any Conversion
     platform         ‣  Tracks Post Install Events –
                         Subscriptions, In-App Purchase,
                         User Sessions etc.
                      ‣  Multiple Event Tracking
                      ‣  Easy Integration
                      ‣  Integrates with your ad network for
                         campaign optimization
                      ‣  Real-Time Dashboard
•    Non reliant on UDID alone                    •    Requires integration of an SDK into
          •    Uses accurate Device Fingerprinting               the application
               technology
          •    Can track all conversions
          •    Can track post install events
          •    Can track LTV of Users using InMobi’s LTV
               Platform
          •    Works on both web and app inventory –
               meaning larger coverage


          •    Uses an API and does not require an         •     Is dependent on UDID, ODIN1
               additional SDK within the app               •     Can track conversions only when
          •    Can track post install metrics                    Device ID is available
          •    Provides visibility into user LTV by
               passing the User ID




Integration Options Available – SDK vs S2S
Our Recommendation – Digital Fingerprinting
‘Device Recognition’ technology                         Device Fingerprint is read without
 identifies the device uniquely                      changing the native app user experience




   User sees an ad &              User is taken to           User downloads &
      clicks on it                 the app store             launches the app
Serve Ad                                      Track Conversions

                             Optimization




                                            Calculate performance & CPD
                                                             of campaign
Identify segments where ad
is performing best




Self-Learning Network For Continuous Optimization = Better ROI
Run Experiments
Experiment with recommended budgets
   for 5 days to find your ideal spend
        Experimentation   Ongoing – Maintain CPI
‣ Put aside an early budget for
             experimentation
             ‣ Choose what works best for
Experiment   you and launch a full fledged
             campaign based on results from
             the experiments
             ‣ Run with a flexible CPC in
             order to achieve scale while
             maintaining CPI
‣ Figure out ideal spend to
                  get maximum conversion at the
Top 3 Focus       best ROI

points during     ‣    Integrate with the ad network
Experimentation   andconversion tracking
Phase             platform right from the
                  beginning to collect critical data.


                  ‣    Analyze data to see which
                  segment converts well
Thank you.
Go to inmobi.com for more information

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5 Essentials to Get More Downloads for Your Mobile App

  • 1. Increase your downloads | Jose Martinez
  • 2. With over 1.5 mn apps out there …
  • 3. Incentivized Advertising Display Search Advertising Advertising Provide 1.Paid Get users to “Search” Installs review friendly description Get users to And many rate the app more methods 2.Cross 3.organic Promotions Installs …how would you increase your app’s visibility?
  • 4. ORGANIC INSTALLS PAID INSTALLS TOTAL # OF INSTALLS TIME SINCE APP LAUNCH Paid vs Organic Installs
  • 5. Use Different Ad Provide Adequate 5 essentials to Formats Information on maximizing the the Ads impact of paid advertising Target the right Track conversions Run Experiments users
  • 7. Different Ad Formats Banner and HD Banner ‣  320x48,300x250 and 320x50 for older smart phones for smaller screen size Benefits of using ‣  640x96 and 640x100 for newer smart phones with larger screen size ; 1024x768 for tablets different ad formats: 1.  Engage with user Interstitial with different ‣  Interstitial ads (320x480) are a powerful yet non-intrusive way of showing your ads to the user formats ‣  Multiple engagement points and calls to action possible 2.  Less user fatigue 3.  Reach large user base due to Rich Media & Video Ads maximum scale ‣  Highly engaging HTML5 ads with various user interactions ‣  Embedded video units for increased engagement
  • 8. Regular Banner & HD Banners Regular Banners HD Banners Click Through Rate (CTR) 0.52% 1.75% Conversion Ratio (CVR) 1.85% 1.97% ‣  CTR: CTRs tend to improve by 20-30% on average peaking at around 70% improvements. ‣  Conversion Rates: Click to conversion rates improved by 7-10%
  • 9. Regular Banners vs Interstitials 10x more real-estate 5x CTR 4.5% 0.9% Banner Interstitials 4.5x Conversions* 55K 12K Banner Interstitials * Conversions for 50M impressions
  • 10. Rich media mobile ads have the highest click- though-rates, compared to any other ad format.
  • 11. Rich Media Ad Formats Example
  • 13. ‣  Refresh your creative at regular intervals to avoid user fatigue (recommended: once in 2 weeks) ‣  Use a combination of regular and HD Key Takeaways Banners to leverage real estate smartphones with large screens ‣  Leverage Interstitial ads smartly ‣  Budget permitting, opt in for Rich Media ads as well
  • 15. Have an interesting Rating is a big motivator for and catchy tile image people to click on ads Add the rating of Provide the Category, Size, your app to the ad and description of the app   Provide a clear Call To Action for the user State clearly whether the app is a free or a paid app (together with the price) Things you don’t want to miss showing on your ad
  • 16. AD IS NOT CLEAR WHAT NO CLEAR CALL TO GETTING THE AD IS FOR ACTION CUT OFF Examples of Bad Ads
  • 18. A wide range of targeting parameters are available. Choose wisely! Retargeting Device Behavioral Context Demographics Geography Historical Category
  • 19. ‣  Android developers need to exclude devices on which the app is not supported ‣  Use special targeting features such as Some Geo Targeting or Demographic targeting wisely. pointers for ‣  If your app is >30 MB, target only Wi-Fi as your users cannot download targeting a large app on 3G ‣  Run an experiment with broad targeting first. Work with your ad network to analyze the data and then identify the segments that deliver the best results.
  • 20. Example of Requirement: A taxi company wanted to increase downloads of their good application by users who tend to use their services targeting Solution: They targeted their ads at users in airports of all tier 1 cities in a specific country. The banners shown to users in each city carried localized information, such as specific destinations in that city Results: The CTR saw an increase from 1% to 4% with the targeted ads. The developer received thousands of new downloads from the campaign
  • 22. Know where users are coming from Why Conversion Know which segment provides better ROI Tracking Optimize campaigns based on above
  • 23. What to keep in mind while ‣  Not reliant on UDID alone choosing a good ‣  Works Across Web & Apps conversion tracking ‣  Tracks any Conversion platform ‣  Tracks Post Install Events – Subscriptions, In-App Purchase, User Sessions etc. ‣  Multiple Event Tracking ‣  Easy Integration ‣  Integrates with your ad network for campaign optimization ‣  Real-Time Dashboard
  • 24. •  Non reliant on UDID alone •  Requires integration of an SDK into •  Uses accurate Device Fingerprinting the application technology •  Can track all conversions •  Can track post install events •  Can track LTV of Users using InMobi’s LTV Platform •  Works on both web and app inventory – meaning larger coverage •  Uses an API and does not require an •  Is dependent on UDID, ODIN1 additional SDK within the app •  Can track conversions only when •  Can track post install metrics Device ID is available •  Provides visibility into user LTV by passing the User ID Integration Options Available – SDK vs S2S
  • 25. Our Recommendation – Digital Fingerprinting ‘Device Recognition’ technology Device Fingerprint is read without identifies the device uniquely changing the native app user experience User sees an ad & User is taken to User downloads & clicks on it the app store launches the app
  • 26. Serve Ad Track Conversions Optimization Calculate performance & CPD of campaign Identify segments where ad is performing best Self-Learning Network For Continuous Optimization = Better ROI
  • 28. Experiment with recommended budgets for 5 days to find your ideal spend Experimentation Ongoing – Maintain CPI
  • 29. ‣ Put aside an early budget for experimentation ‣ Choose what works best for Experiment you and launch a full fledged campaign based on results from the experiments ‣ Run with a flexible CPC in order to achieve scale while maintaining CPI
  • 30. ‣ Figure out ideal spend to get maximum conversion at the Top 3 Focus best ROI points during ‣  Integrate with the ad network Experimentation andconversion tracking Phase platform right from the beginning to collect critical data. ‣  Analyze data to see which segment converts well
  • 31. Thank you. Go to inmobi.com for more information