Curated and presented by bronze sponsor Brus Media, Nic Blair, Director at Brus Media, presented on Mobile App Growth Strategies: Pre-Launch Checklist & Strategies to Grow Your Active Users at Mumbrella360.

1. @brusmedia | nic@brusmedia.com
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Mobile App Growth Strategies:
Pre-­‐Launch Checklist &
Strategies to Grow Your Active Users

2. @brusmedia | nic@brusmedia.com
www.brusmedia.com
Today…
1. Who are we?
2. Pre-­‐Launch Checklist
3. App Store Chart Ranking Strategies
4. User Acquisition Strategies: Beyond Search & Social
5. 3 Steps to OptimisingYour Campaigns

3. @brusmedia | nic@brusmedia.com
www.brusmedia.com
Who are we?
• Established in 2012
• Specialists in mobile app marketing
• Global reach with advertisers and publishers worldwide
including Australia, USA, UK, Israel, China, Europe and
more
We’ve been featured in:

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Who are we?
We’ve worked with some of the world’s largest brands.

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Pre-­‐Launch Checklist

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1. In-­‐App Goals
• Set exact goals
• Example goals:
-­‐ Retention rate
-­‐ In-­‐app purchases
-­‐ Reaching a certain level
-­‐ Enquiry
-­‐ Account registration
-­‐ Using in-­‐app functions such as product search
• Track these events/goals in your attribution platform and use them to determine
campaign success

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2. App Attribution & Analytics
• Install prior to launching in the app store
• Only way to correctly attribute installs and actions to your marketing channels
• Use for campaign optimization
• Required for any cost-­‐per-­‐install or event-­‐based campaigns

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3. App Store Optimisation
Ensure your app store listing is up-­‐to-­‐date before launch and optimized for app store
rankings.
• Keywords
• Title – Clear & Relevant
• Description
• Category Selection
• App Icon
• App Video & Images
• File size – Under 50mb ideal

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App Store Chart Ranking Strategies

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Burst Campaigns
The main factors that influence top lists in both
the Google Play and iTunes app stores are the
following:
1. Velocity of new downloads
2. Total downloads

11. @brusmedia | nic@brusmedia.com
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Burst Campaigns
A burst campaign is when an advertiser drives
a large volume of installs over a short
period. How do you do this?
1. Invest larger portions of marketing
dollars over a shorter period
2. Utilise incentivized (rewarded) installs to
increase volume at lower cost-­‐per-­‐install

12. @brusmedia | nic@brusmedia.com
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User Acquisition Strategies: Beyond Search & Social

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1. Cost-­‐Per-­‐Install: Display & Video
• 100% performance-­‐based
• Pay only when a user installs & opens your app
• Tracked via your attribution platform
• Can be delivered across display and video ads
• CPI rates between $1.5 -­‐ $10
• Incentivised and Non-­‐Incentivised

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1. Cost-­‐Per-­‐Install: Incentivised
Incentivised CPI:
• Used for burst campaigns
• Low acquisition cost
• Less engaged user

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1. Cost-­‐Per-­‐Install: Non-­‐Incentivised
Non-­‐Incentivised CPI:
• Display & Video
• Focused on identifying highly engaged users
• Ongoing optimization of publisher channels
• Higher cost = higher return

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2. In-­‐App Video Ads (CPM & CPC)
• High demand from advertisers
• Delivers some of the highest quality users
• Opportunity to showcase your app
• Purchased on CPC or CPM
• Specialist networks

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3. Native App Ads (CPM & CPC)
• Native placements within content
• Less intrusive than other ad units
• Delivers highly engaged users
• Mobile web focused

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3 Steps to Optimising Your Campaigns

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OptimisingYour Campaigns
As with any marketing activity, optimisation can be more important for
long term results than the initial activity:
1. Install an app attribution SDK
2. Set up your events (this is more manual than Google Analytics for web)
3. Use reporting to a “sub-­‐source” level and review installs vs events:
Source Sub-­‐Source Installs Events
Brus Media 1345 100 70
Adcolony 5123 100 30
Facebook 2233 100 50

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Nic Blair
nic@brusmedia.com
http://www.brusmedia.com
Key insights:
1. Install an Attribution SDK and Set Up Goals
2. Check all app store metadata before upload
3. Use Burst Campaigns to influence app store rankings
4. Test new channels (CPI, in-­‐app video, native app ads)
5. Optimise your traffic using sub-­‐sources and in-­‐app events