SlideShare a Scribd company logo
Jennifer Wong
VP of Marketing
@jenerationy
jennifer@tune.com
Tim Villanueva
Director of Media
@WeAreFetch
tim@wearefetch.com
Agenda
● Aligning campaigns with goals
● 4 types of new campaigns
● What does this look like in real
life?
How to measure campaign success
Campaign success
● Define your audience
● Plan your channels
● Define campaign objectives
● Know your marketing funnel
Audience
Prospects Customers Advocates
Channels
Objectives
Awareness Consideration Conversion Post engagement
Marketing funnel
Marketing funnel
Mobile campaign strategies
Burst campaigns to boost your app to the top charts
Purpose:
The goal is to get as many paid installs as possible –
boosting your rank. All this with the hope of increasing the
volume of quality organic installs – that should follow when
the app is finally ranked high enough to be discovered.
When to ‘burst’
● Launching a new app
● Experiencing a lull
● Preparing for
seasonality
Why burst campaigns get a bad rap
Potential for Poor Quality Users
The most prominent drawback to burst campaigns is the
potential to produce low-quality users.
Incentivized Ads
Burst campaigns are often fueled by incentivized ads (ads
that offer the user points, digital currency, or some other
reward for installing the app or completing a certain
action).
Campaign best practices
1. Consider timing
2. Use multiple advertising
channels
3. Take advantage of analytics
4. Rotate your creative
5. Accurately calculate ROI
ROI = Sum of Lifetime Value(LTV)
of paid users acquired + Sum of
LTV of organic users derived from
the campaign – Cost of Ads
bought
THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
Solution
ResultChallenge
Boost client’s
fitness app into
top of iOS charts
to maximize
organics
Leveraged a mix of rewarded & non-
rewarded media to drive velocity of
downloads
Calculated optimal ranking position
needed for highest number of organic
installs
Achieved & maintained top 5
ranking in Tier 2 countries
Discovered optimal ranking
was outside of top 5 for
Tier 1
Fetch Fitness Client: Burst Case Study
Picking the right ad partner for a paid campaign
● Which partners deal
specifically with the iOS
platform in Eastern Europe?
● Which partners promote
installs in addition to clicks?
(which partners have a high
conversion rate?)
● Which partners generate the
highest RPIs?
Picking the right ad partner for a paid campaign
+
Deeplinking
• Linking to a specific
part, page, or state
of a mobile app
• Sends the user to a
richer mobile
experience
Link to a particular product on your website:
http://www.gilt.com/product/123
Link to a product screen in your mobile app: gilt:
//product/123
Example Web vs Deep Link URL
● Improve user experience
● Increase conversion rates
● Better target your advertising
Campaign best practices
● Remove obvious steps.
● Fill in known information.
● Make them do as little as
possible.
● Send them to relevant
screen in-app.
Improve User Experience
● Create relevant content
● Limit the steps between Call-to-
Action (CTA) and the offer as
much as possible.
● Ideal: do everything but hit the
“buy it now” button for them.
Increase Conversion Rates
● Target users with
specific ads to re-
engage them.
● Measure events for
targeting data.
● Send event data to ad
partners for targeting.
Targeted advertising
THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
Solution
Leverage retargeting technology
in early 2013
Test & learn among top
retargeting partners
Over 2 year period grown
basic segmentation →
advanced with S2S
integration, dynamic
creative & API
product feed
Result
24X more ROI
positive than avg
UA campaign.
Challenge
Retarget travel
client’s high value
or lapsed/dormant
users
Fetch: Retargeting Client Case
Timing of acquisition campaigns
In an effort to provide insight into the timing of user acquisition campaigns, we
conducted a study that examined paid installs associated with more than 1,000 iOS
and Android gaming apps in the US over a 13 month period.
Measured the performance of install volume and install rates (installs/ad clicks) of the
following intervals and events:
● Weekdays vs. Weekends
● Month-by-Month
● Paydays
● Prominent US Holidays
Weekday vs Weekend
Takeaway: While
you will likely see
higher volumes on
weekends, don’t
expect your install
rates (install/ad
clicks) to improve
much when you
compare them to
weekdays.
Month by Month
Takeaway:
Late autumn
and early winter
months have
higher install
volume and
install rates.
Payday$
Takeaway:
Install volume
and install rate
are not affected
by paydays.
US holidays
Takeaway: On
average,
holidays drive
more installs
and have a
higher install
rate than non-
holidays.
Media Consumption vs. Media Response Media Consumption vs. User Value
User Value Weekdays vs. Weekends
Questions?
Mobile Campaign Magic - Adweek

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Mobile Campaign Magic - Adweek

  • 1.
  • 2. Jennifer Wong VP of Marketing @jenerationy jennifer@tune.com Tim Villanueva Director of Media @WeAreFetch tim@wearefetch.com
  • 3. Agenda ● Aligning campaigns with goals ● 4 types of new campaigns ● What does this look like in real life?
  • 4. How to measure campaign success
  • 5. Campaign success ● Define your audience ● Plan your channels ● Define campaign objectives ● Know your marketing funnel
  • 12. Burst campaigns to boost your app to the top charts Purpose: The goal is to get as many paid installs as possible – boosting your rank. All this with the hope of increasing the volume of quality organic installs – that should follow when the app is finally ranked high enough to be discovered.
  • 13. When to ‘burst’ ● Launching a new app ● Experiencing a lull ● Preparing for seasonality
  • 14. Why burst campaigns get a bad rap Potential for Poor Quality Users The most prominent drawback to burst campaigns is the potential to produce low-quality users. Incentivized Ads Burst campaigns are often fueled by incentivized ads (ads that offer the user points, digital currency, or some other reward for installing the app or completing a certain action).
  • 15. Campaign best practices 1. Consider timing 2. Use multiple advertising channels 3. Take advantage of analytics 4. Rotate your creative 5. Accurately calculate ROI ROI = Sum of Lifetime Value(LTV) of paid users acquired + Sum of LTV of organic users derived from the campaign – Cost of Ads bought
  • 16. THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE Solution ResultChallenge Boost client’s fitness app into top of iOS charts to maximize organics Leveraged a mix of rewarded & non- rewarded media to drive velocity of downloads Calculated optimal ranking position needed for highest number of organic installs Achieved & maintained top 5 ranking in Tier 2 countries Discovered optimal ranking was outside of top 5 for Tier 1 Fetch Fitness Client: Burst Case Study
  • 17. Picking the right ad partner for a paid campaign ● Which partners deal specifically with the iOS platform in Eastern Europe? ● Which partners promote installs in addition to clicks? (which partners have a high conversion rate?) ● Which partners generate the highest RPIs?
  • 18. Picking the right ad partner for a paid campaign
  • 19. +
  • 20. Deeplinking • Linking to a specific part, page, or state of a mobile app • Sends the user to a richer mobile experience
  • 21. Link to a particular product on your website: http://www.gilt.com/product/123 Link to a product screen in your mobile app: gilt: //product/123 Example Web vs Deep Link URL
  • 22. ● Improve user experience ● Increase conversion rates ● Better target your advertising Campaign best practices
  • 23. ● Remove obvious steps. ● Fill in known information. ● Make them do as little as possible. ● Send them to relevant screen in-app. Improve User Experience
  • 24. ● Create relevant content ● Limit the steps between Call-to- Action (CTA) and the offer as much as possible. ● Ideal: do everything but hit the “buy it now” button for them. Increase Conversion Rates
  • 25. ● Target users with specific ads to re- engage them. ● Measure events for targeting data. ● Send event data to ad partners for targeting. Targeted advertising
  • 26. THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE Solution Leverage retargeting technology in early 2013 Test & learn among top retargeting partners Over 2 year period grown basic segmentation → advanced with S2S integration, dynamic creative & API product feed Result 24X more ROI positive than avg UA campaign. Challenge Retarget travel client’s high value or lapsed/dormant users Fetch: Retargeting Client Case
  • 27. Timing of acquisition campaigns In an effort to provide insight into the timing of user acquisition campaigns, we conducted a study that examined paid installs associated with more than 1,000 iOS and Android gaming apps in the US over a 13 month period. Measured the performance of install volume and install rates (installs/ad clicks) of the following intervals and events: ● Weekdays vs. Weekends ● Month-by-Month ● Paydays ● Prominent US Holidays
  • 28. Weekday vs Weekend Takeaway: While you will likely see higher volumes on weekends, don’t expect your install rates (install/ad clicks) to improve much when you compare them to weekdays.
  • 29. Month by Month Takeaway: Late autumn and early winter months have higher install volume and install rates.
  • 30. Payday$ Takeaway: Install volume and install rate are not affected by paydays.
  • 31. US holidays Takeaway: On average, holidays drive more installs and have a higher install rate than non- holidays.
  • 32. Media Consumption vs. Media Response Media Consumption vs. User Value
  • 33. User Value Weekdays vs. Weekends