Post on 13-Jan-2015
description
Benjamin Hansz, EMEA Regional Manager, Fiksu 11 July 2013
Buying Mobile AdverAsing How to Op(mise an App Promo(on Campaign Around Your Key Performance Indicators
Finding the Best Performing Traffic Sources
Complex App MarkeAng Ecosystem
1.7M Apps in the App Store
and Google Play
15K New apps per week
200+ Mobile ad networks
Source: LUMA Partners
Mobile Ad Traffic Sources
Non-‐Incent Networks & Aggregators Social
Publisher Direct
RTB Exchanges
IncenAvised
The good news: there are over 200 mobile ad traffic sources The bad news: there are over 200 mobile ad traffic sources
The key is to find the right mix
Integrate and OpAmise • BeXng too heavily on any one or two
mobile adverAsing methods is risky • Success hinges on effecAve use of a range
of traffic sources: – reach your largest potenAal audience – realize the lowest-‐possible acquisiAon cost – protect your app from audience saturaAon
• Test, test, test • Measure everything across all sources
TargeAng Loyal Users based on your
Key Performance Indicators
The Growing OpportuniAes Using
Social Ad Units
So What are the OpAons in Social? Network Ad Unit Performance
• Mobile App Installs • Sponsored Stories
• Mobile App Ad Unit very effecAve at driving volume and performance but requires very acAve management
• Sponsored Stories found to be less effecAve
• Twi^er Cards (coming soon) • Deep linking (coming soon) • Promoted Tweets • Celebrity Tweets
• Twi^er Card allows users to browse details of app before downloading • Deep linking gives opAon to either download app or open at a specific place
(already installed)
• Sponsored stories
• Launched Apr 29th
• None • Focus on sponsored content not app installs (ex : company sponsoring the release of a white paper)
• Have released an ad API (CPL focus) and are building the infrastructure but no Ametable
• Promoted updates (e.g. locally focused for shops)
• No ability to track performance adverAsing. Raised £33 million April 2013 to boost mobile adverAsing
• Focus on funneling traffic into exchanges
• None • No ability to track performance adverAsing
Facebook: the Opportunity • Audience size (1.1B, 751M on mobile) • Mobile usage now 75% of MAU • Mobile-‐only MAU is 10%+ of total users • Mobile is now 30% of total ad revenue
Facebook’s Mobile Monthly AcAve Users (MAU) in millions
Source: Facebook
Facebook ad unit
• App-‐specific ad unit • Links directly to the App Store • Appears in mobile newsfeed • SegmentaAon opAons
To maximise this opportunity, marketers must measure downloads and loyal usage acAons.
Your choice is to build it yourself – or work with a Facebook-‐integrated a^ribuAon and opAmisaAon partner like Fiksu.
TargeAng OpAons • Demographics: region, age, gender,
relaAonship status, educaAon, new job, new home, expecAng, just moved…
• Interest opBons: sports, music, brands, interests, technology…
• Facebook presence: target (or exclude) those who like your page, for example
• Custom audiences: emails, Facebook IDs, or phone numbers can be targeted or excluded • Migrate exisAng customers
• In any combinaAon
What’s Performance Like? • Every app has a personality
– For some, Facebook is one of the top sources of traffic – For others it’s less efficient than exisAng channels – That’s precisely why you have to test
• In aggregate, CTRs and conversion rates are much higher than typical networks
• You won’t know unAl you try – but you should definitely try
Fiksu Findings Facebook Mobile App Install unit now a Top 10 Ad Network for Fiksu • Launched in Feb 2013 and rapid adopAon since then • Fully a^ributable network with great loyalty • High volume and CPI potenAal of £.75 -‐ £2.25
However, this source requires very acAve management to sustain • SaturaBon – Performance worsens quickly amer the ad is displayed a second Ame or the ad
tries to reach users with low online engagement • Young Audiences -‐ Highly engaged users skew performance in favor of younger audiences • Metrics -‐ Overly broad conversion claiming makes comparing with other networks
challenging
Case study: Photo/Video Sharing App • Launched Facebook campaign driving 10k installs/day out of the gate
– Targeted at US, Brazil, Spain & France – Set up 7632 audiences in first week – Massive skew to female gender and younger ages
• Good results sustained for 10 days amer launch – Cost per Install £0.70 -‐ £1.00 CPI, 25% conversion rate – Returning Usage: 74% matched organic downloads – InternaAonal Reach: Lower costs and higher volume than any other source in Brazil,
Spain & France • Client scaled back campaign because they needed to upgrade
server capacity!
bhansz@fiksu.com www.fiksu.com @fiksu
Thank You!
Download free eBooks and white papers www.fiksu.com/ebooks