Mobile Apps Marketing & Discovery For Mobile Startups In Kenya

Mobile Apps Marketing & Discovery
For Mobile Startups In Kenya
!
Moses Kemibaro!
December 04, 2014!

2!
Mobile Apps Marketing & Discovery mLab East Africa
EastAfrica Manager @ Goal.com 2014
Founder @ Dotsavvy since 2002
Producer @ PIVOT East 2013
Sales Director @ InMobi 2012
Founder @ Dealfish (OLX KE) 2010/11
TechBlogger @ MosesKemibaro.com
Moses
Kemibaro

3!
3! Contextualizing Mobile App Marketing
How big is this beast, exactly?!

4!
Globally, Mobile Is Eating Desktop

5!
Exactly How Many Mobile Apps Are Out There?

6!
Mobile Apps Are Also Eating The Mobile Web

7!
Mobile Apps Are Used More Than The Mobile Browser

8!
Mobile Ad Spend Lags Mobile App Consumption

9!
Who Dominates Mobile Internet Advertising?

10!
What Is the Size Of Mobile Internet Advertising?

11!
11! The Rationale Behind Mobile App Marketing
Why Does This All Make Sense?!

12!
The Mobile Apps Digital Roadmap
01!Acquire!
02!
Onboard!
03!
Engage!

13!
Mobile Apps Digital Ads Beneﬁts
One!
Two!
Three!
Four!
Reduced mobile app conversion costs and
increased transactions !
Traceable results for accurate ROI
measurement!
Increased customer response
rates, with low-cost mobile app
conversion rates!
Precise customer targeting
with the right mobile app !
at the right time!

14!
The middle of the funnel is all about
consumers engaging with your
mobile app marketing messages!
The middle of the funnel is also where you
convert prospects to customers who
actually download & use your mobile app!
The top of the funnel is about
pulling consumers to your
mobile app (via social, web, etc) !
Once you have on-boarded customers you
then need to retain them so that they stay
loyal and eventually become your mobile
app’s advocates!
Retention!
Conversion!
Engagement!
Awareness !
Mobile Apps Digital Conversion Funnel

15!
Measuring Mobile App Ads Performance!
Reach!
Impressions!
Click Through
Rates!
Clicks!
Engagement!
Social Shares!
Time Spent!
Page Views!
Effectiveness!
Downloads!
Leads!
CPM!
CPC!
CPA!

16!
16! The Story In Kenya, At This Juncture
Bringing the some level of sanity to the hype!

17!
Flappy Bird’s Success… Was A Massive Outlier
US$ 50K/
Day!!

18!
IPSOS 2013 Research Internet Consumption In Kenya
Social
Media Is
LOVED In
Kenya!!

19!
IPSOS 2013 Research Internet Demographics In Kenya

20!
67%smartphone!
sales in kenya as!
a percentage of !
all new phones !
inexpensive !
androids !
driving!
sales !
32.2M mobile
subscribers for
79.2% penetration!
22.3M internet users
for 53% penetration !
Broadband Internet
is 2.9M users!
99% of Internet usage in
Kenya is mobile!
Source: Communications Authority Kenya Q4 Sector Statistics!

21!
0.8M!
4.2M!
1M!
3.5M!
5M+!
!
!
SOCIAL MEDIA USERS !
!
IN KENYA!
!

22!
Just How BIG Is Social Media?
40%Of all time spent online
today by consumers is
on social media
Huge!
Social media has
become more
powerful than TV &
Print media
combined
1.3B
The number of
people who are
on Facebook
70%Is how much the use of the
web has declined as a result of
the convergence of social
media and mobile devices

23!
African Mobile Ad Networks Are Now Significant

24!
Opera Mini Top Mobile Sites In Kenya (Feb 2014)

25!
Game Changing Inexpensive Android Devices

26!
A Mobile App Disrupting Taxi Services In Kenya

27!
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /1
OLX!

28!
Kenya News!

29!
Safaricom
Daily Nation!
Bible In Swahili!

30!
Jumia!
Kenyan
Constitution!

31!
Facebook Kenya Mobile App Install Ads /1

32!
Facebook Kenya Mobile App Install Ads /2

33!
33! Target The Mobile Addicts
These Are Your BFFs!!

34!
The Arrival Of The Mobile Addict

35!
Demographics Of The Mobile Addict

36!
The Persona Of The Mobile Addict

37!
37! How ‘To Do’ Mobile App Ad Creatives
Achieving Conversions Is The Holy Grail!!

38!
STEP ONE!
Test different types of
mobile ad units (e.g.
standard banner, rich
media, interstitials,
native, etc) to see what
works best in terms of
conversions!
STEP TWO!
Use explicit and
compelling Call to
Actions (CTAs) on
mobile ad creatives –
don’t make the
audience have to
think!!
STEP THREE!
Capture leads and
track audiences for re-
marketing and re-
engagement as
required to drive more
conversions and in-
app actions!
STEP FOUR!
Make mobile app ad
campaigns shareable
on social media with
incentives so that you
can leverage viral
mechanics to reach
more potential users!
Mobile App Ads Creative Guidelines

39!
Facebook Mobile App Ad Install Formats

40!
Native Mobile App Install Ads In More Detail

41!
Mobile App ‘Deep-Linked’ Re-Engagement Ads

42!
Twitter’s Mobile App Card

43!
Google Video Mobile App Install Ad Unit

44!
Mobile App Install Ads Targeting Capabilities
Mobile Apps/Content!
!
Geo-Targeting!
!
Operator!
!
Model!
!
Device!
!
Date & Time!
!
•  All Day!
•  Morning!
•  Night!
•  6am – 11am!
•  Nigeria!
•  Kenya!
•  France!
•  United States!
•  Sports!
•  Entertainment!
•  Games!
•  Shopping!
•  News!
•  Classiﬁeds!
•  Social!
•  Nokia 6300!
•  Nokia 1280!
•  iPhone 5S!
•  Galaxy S5!City -Targeting!
!•  Nairobi!
•  Lagos!

45!
45! Where To Advertise Your Mobile Apps
Achieving Awesomeness!!

46!
Opera Media Works

47!
Twitter’s MoPub Mobile Ad Network

48!
Twitter & MoPub

49!
VSERV Mobile Ad Network

50!
InMobi’s Mobile Ad Network

51!
Google Ads

52!
Facebook Mobile App Install Ads

53!
Facebook’s Audience Network

54!
Twitter’s TapCommerce Mobile Re-Engagement

55!
55! Tracking Mobile Advertising Performance
Knowing What Works!!

56!
Medialets Servo

57!
InMobi Analytics

58!
Flurry Analytics

59!
Distimo Analytics

60!
moseskemibaro!
@moseskemibaro!
moses@moseskemibaro.com!
ThankYou!Lets Talk Some More…!

Mobile Apps Marketing & Discovery For Mobile Startups In Kenya

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