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Where	
  Have	
  All	
  The	
  Users	
  Gone	
  	
  
	
  
	
  
	
  
Thinking	
  Beyond	
  the	
  Install	
  
	
  
Where Have All The Users Gone
•  The	
  need	
  for	
  a	
  unique	
  rela/onship	
  with	
  mobile	
  
consumers	
  
•  Thinking	
  beyond	
  the	
  CPI:	
  The	
  need	
  to	
  put	
  greater	
  value	
  
on	
  reten/on	
  
•  Leveraging	
  rewards	
  &	
  loyalty	
  programs	
  
•  Quick	
  introduc/on	
  to	
  Appsaholic	
  by	
  Perk	
  
About Me
12	
  years	
  on	
  the	
  agency	
  side,	
  in	
  print	
  and	
  digital	
  media	
  
planning	
  and	
  buying.	
  
	
  
3	
  years	
  on	
  the	
  publisher	
  side	
  working	
  for	
  a	
  video	
  
distribu/on	
  plaHorm.	
  
	
  
1	
  year	
  fully	
  immersed	
  in	
  the	
  mobile	
  app	
  space.	
  
	
  
	
  
	
  
	
  
My Personal Side
Personal	
  
text	
  
messages	
  
Personal	
  
apps	
  
Serious	
  
photos	
  
The Mobile Relationship: It’s Personal
Our	
  rela/onships	
  with	
  consumers	
  through	
  their	
  
mobile	
  devices	
  is	
  more	
  unique	
  than	
  any	
  other	
  
	
  
	
  
	
  
And	
  this	
  makes	
  everything	
  just	
  a	
  bit	
  more	
  challenging	
  
	
  
Uninstalls	
  
Crowded	
  App	
  Marketplace	
  
User	
  Abandonment	
  	
  Low	
  conversion	
  rates	
  
App	
  Store	
  Revenue	
  Cuts	
   Slimming	
  profit	
  margins	
  
Increasing	
  CPIs	
  
Higher	
  costs	
  User	
  acquisi/on	
  
challenges	
  
Ra/ng	
  /	
  review	
  
pressures	
  
Reten/on	
  
challenges	
  
Engagement	
  fluctua/ons	
  
Low	
  re-­‐engagement	
  rates	
  
Resource	
  constraints	
  
Low	
  IAP	
  rates	
  and	
  price	
  
points	
   Opera/onal	
  complexi/es	
  
Shrinking	
  CPMs	
  
User	
  resistance	
  
to	
  ads	
  
Increase	
  in	
  average	
  Cost	
  per	
  Loyal	
  User	
  (CPLU)	
  from	
  
March	
  2014	
  to	
  March	
  2015	
  
	
  
	
  
	
  
Source:	
  Fiksu	
  Index,	
  3/15	
  
	
  
	
  
Our Mobile Reality: Increasing UA Costs
The	
  percent	
  of	
  new	
  users	
  that	
  will	
  visit	
  your	
  app	
  in	
  the	
  
next	
  month	
  	
  
	
  
	
  
	
  
Source:	
  Appten/ve,	
  2014	
  
	
  
	
  
Our Mobile Reality: Decreasing Retention Rates
Thinking Beyond The Install
Are	
  you	
  over-­‐valuing	
  Installs,	
  and	
  under-­‐valuing	
  
Reten/on?	
  
Several Ways to Increase Retention
•  A	
  friendly	
  and	
  useful	
  User	
  Experience	
  
•  Leveraging	
  Analy/cs	
  and	
  Metrics	
  
•  Effec/vely	
  use	
  Push	
  No/fica/ons	
  
•  Allow	
  for	
  strong	
  social	
  sharing	
  
Leveraging Loyalty & Rewards
A	
  new	
  breed	
  of	
  solu/ons	
  are	
  coming	
  to	
  mobile	
  apps	
  
to	
  capture	
  and	
  reward	
  a_en/on.	
  You	
  can	
  now	
  reward	
  
your	
  users	
  for	
  engaging	
  with	
  your	
  app	
  the	
  way	
  YOU	
  
want	
  them	
  to,	
  and	
  ul/mately	
  increase	
  user	
  reten/on.	
  
Loyalty & Rewards: Isn’t it Cheating?
Loyalty	
  programs	
  have	
  become	
  a	
  part	
  of	
  everyday	
  
life:	
  
	
  
	
  
Loyalty & Rewards: Advertiser Hesitancy
The	
  devalua/on	
  of	
  an	
  ad	
  
impression	
  against	
  an	
  
incen/vized	
  experience	
  is	
  
archaic	
  and	
  short-­‐sighted.	
  
 
	
  
14	
  
Appsaholic powered by Perk
Appsaholic	
  is	
  built	
  on	
  the	
  back	
  of	
  our	
  consumer-­‐facing,	
  ad-­‐
driven	
  rewards	
  plaHorm,	
  Perk.com	
  
•  3MM	
  Perk	
  Members	
  
•  12	
  branded	
  apps,	
  focused	
  on	
  everyday	
  mobile	
  habits	
  
•  Average	
  /me	
  spent	
  per	
  day	
  –	
  42	
  minutes	
  
Give Users Purchasing Power
•  150+	
  gid	
  card	
  op/ons	
  	
  
•  Perk	
  Plas/k	
  debit	
  card	
  by	
  Discover	
  
•  Your	
  in-­‐app	
  purchase	
  catalog	
  
16	
  
What We’ve Learned
Offering	
  users	
  rewards	
  of	
  real	
  value	
  will:	
  
Give	
  users	
  purchase	
  power	
  	
  
-­‐	
  Cash,	
  gid	
  cards	
  and	
  virtual	
  currency	
  to	
  make	
  in-­‐app	
  purchases	
  
	
  
Reduce	
  ad	
  sensi?vity	
  	
  
-­‐	
  High	
  comple/on	
  rates	
  (98%+)	
  and	
  posi/ve	
  brand	
  associa/on	
  
	
  
Drive	
  reten?on	
  and	
  engagement	
  	
  
-­‐	
  Average	
  of	
  42	
  minutes	
  per	
  day,	
  and	
  they	
  keep	
  coming	
  back	
  
	
  
17	
  
How You Issue Points
Set	
  Custom	
  Events	
  
User  unlocks  points  a0er  
comple2ng  events  in  your  app

Distribute	
  Points	
  
User  earns  points  by  comple2ng  an  ac2on
How Users Earn More Points
A0er  ac2on  is  completed,  
user  can  earn  more  points  
(and  revenue  for  you)  or  
return  to  your  app
WHY PARTNER WITH US?
Mone?za?on	
  Management	
  
All  areas  of  ad  partnerships,  ad  
opera2ons,  reward  catalog  
partnerships  and  administra2ve  
opera2ons  are  managed  at  no  cost  to  
you.
Fully	
  Managed	
  Resources	
  
We	
  provide	
  account	
  verifica/on,	
  
reward	
  fulfillment,	
  customer	
  
service,	
  quality	
  assurance	
  and	
  a	
  
dedicated	
  account	
  team	
  at	
  no	
  
cost	
  to	
  you.	
  
20	
  
Analy?cs	
  and	
  Repor?ng	
  
Centralized  data  from  all  
sources  with  repor2ng  
capabili2es  and  insighCul  
dashboards.  
Come see us at Booth #210

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Where have all the users gone?

  • 1. Where  Have  All  The  Users  Gone           Thinking  Beyond  the  Install    
  • 2. Where Have All The Users Gone •  The  need  for  a  unique  rela/onship  with  mobile   consumers   •  Thinking  beyond  the  CPI:  The  need  to  put  greater  value   on  reten/on   •  Leveraging  rewards  &  loyalty  programs   •  Quick  introduc/on  to  Appsaholic  by  Perk  
  • 3. About Me 12  years  on  the  agency  side,  in  print  and  digital  media   planning  and  buying.     3  years  on  the  publisher  side  working  for  a  video   distribu/on  plaHorm.     1  year  fully  immersed  in  the  mobile  app  space.          
  • 4. My Personal Side Personal   text   messages   Personal   apps   Serious   photos  
  • 5. The Mobile Relationship: It’s Personal Our  rela/onships  with  consumers  through  their   mobile  devices  is  more  unique  than  any  other         And  this  makes  everything  just  a  bit  more  challenging    
  • 6. Uninstalls   Crowded  App  Marketplace   User  Abandonment    Low  conversion  rates   App  Store  Revenue  Cuts   Slimming  profit  margins   Increasing  CPIs   Higher  costs  User  acquisi/on   challenges   Ra/ng  /  review   pressures   Reten/on   challenges   Engagement  fluctua/ons   Low  re-­‐engagement  rates   Resource  constraints   Low  IAP  rates  and  price   points   Opera/onal  complexi/es   Shrinking  CPMs   User  resistance   to  ads  
  • 7. Increase  in  average  Cost  per  Loyal  User  (CPLU)  from   March  2014  to  March  2015         Source:  Fiksu  Index,  3/15       Our Mobile Reality: Increasing UA Costs
  • 8. The  percent  of  new  users  that  will  visit  your  app  in  the   next  month           Source:  Appten/ve,  2014       Our Mobile Reality: Decreasing Retention Rates
  • 9. Thinking Beyond The Install Are  you  over-­‐valuing  Installs,  and  under-­‐valuing   Reten/on?  
  • 10. Several Ways to Increase Retention •  A  friendly  and  useful  User  Experience   •  Leveraging  Analy/cs  and  Metrics   •  Effec/vely  use  Push  No/fica/ons   •  Allow  for  strong  social  sharing  
  • 11. Leveraging Loyalty & Rewards A  new  breed  of  solu/ons  are  coming  to  mobile  apps   to  capture  and  reward  a_en/on.  You  can  now  reward   your  users  for  engaging  with  your  app  the  way  YOU   want  them  to,  and  ul/mately  increase  user  reten/on.  
  • 12. Loyalty & Rewards: Isn’t it Cheating? Loyalty  programs  have  become  a  part  of  everyday   life:      
  • 13. Loyalty & Rewards: Advertiser Hesitancy The  devalua/on  of  an  ad   impression  against  an   incen/vized  experience  is   archaic  and  short-­‐sighted.  
  • 15. Appsaholic powered by Perk Appsaholic  is  built  on  the  back  of  our  consumer-­‐facing,  ad-­‐ driven  rewards  plaHorm,  Perk.com   •  3MM  Perk  Members   •  12  branded  apps,  focused  on  everyday  mobile  habits   •  Average  /me  spent  per  day  –  42  minutes  
  • 16. Give Users Purchasing Power •  150+  gid  card  op/ons     •  Perk  Plas/k  debit  card  by  Discover   •  Your  in-­‐app  purchase  catalog   16  
  • 17. What We’ve Learned Offering  users  rewards  of  real  value  will:   Give  users  purchase  power     -­‐  Cash,  gid  cards  and  virtual  currency  to  make  in-­‐app  purchases     Reduce  ad  sensi?vity     -­‐  High  comple/on  rates  (98%+)  and  posi/ve  brand  associa/on     Drive  reten?on  and  engagement     -­‐  Average  of  42  minutes  per  day,  and  they  keep  coming  back     17  
  • 18. How You Issue Points Set  Custom  Events   User  unlocks  points  a0er   comple2ng  events  in  your  app Distribute  Points   User  earns  points  by  comple2ng  an  ac2on
  • 19. How Users Earn More Points A0er  ac2on  is  completed,   user  can  earn  more  points   (and  revenue  for  you)  or   return  to  your  app
  • 20. WHY PARTNER WITH US? Mone?za?on  Management   All  areas  of  ad  partnerships,  ad   opera2ons,  reward  catalog   partnerships  and  administra2ve   opera2ons  are  managed  at  no  cost  to   you. Fully  Managed  Resources   We  provide  account  verifica/on,   reward  fulfillment,  customer   service,  quality  assurance  and  a   dedicated  account  team  at  no   cost  to  you.   20   Analy?cs  and  Repor?ng   Centralized  data  from  all   sources  with  repor2ng   capabili2es  and  insighCul   dashboards.  
  • 21. Come see us at Booth #210