[500DISTRO] Mobile-izing the Masses: App Acquisition Strategy, Attribution & Performance...

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Micah Adler, Founder & CEO, Fiksu

Transcript of [500DISTRO] Mobile-izing the Masses: App Acquisition Strategy, Attribution & Performance...

  • Mobile-izing the Masses: App Acquisition Strategy, Attribution & Performance Optimization Micah Adler Founder and CEO
  • 800CLIENTS 2500APPS 40 of 502013 TOP GROSSING APPS Worlds leading mobile marketing platform About Fiksu Nearly 3 BillionDOWNLOADS GENERATED Boston Northampton San Francisco London Helsinki Singapore Tokyo Seoul Micah Adler @MicahAdler
  • The Opportunities
  • $100B Mobile App Economy Digital media consumption: 51% from mobile apps 9% from other mobile 40% from desktop Consumers now spend more time on mobile than on TV $700 billion in revenue will be generated by mobile apps in 2017Apple and Google Play app store downloads topped 102 billion in 2013 Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage 2B smartphones expected to ship in 2014 vs. 300M PCs 2013 mobile app revenue Fiksu estimate: $38 B Gartner Dec 2013ABI Research, March 2013 Various GARTNER Sept 2013 Digi-Capital Micah Adler @MicahAdler
  • Mobile Apps Strategic Advantages Multi-event marketing Pre-download Impression, click, App Store landing page >>> download Post-download Persistent device presence Immersive in-app experience & engagement Ongoing push notifications Overall Undervalued Consumer-preferred Growing Micah Adler @MicahAdler
  • The Challenges
  • Mobile is different from the desktop And it isnt the size of the screen! Mobile is an operating system - This is why apps dominate - Data is handled very differently in mobile Desktop-like cookies dont exist IDs galore Attribution is challenging Desktop: client side data; Mobile: server side data - Desktop players havent made transition to mobile - Requires rewriting entire technology stack
  • Complicated Mobile Ecosystem Micah Adler @MicahAdler
  • Specific Challenges Attribution Data Media access Programmatic media access Performance optimization Analytics Micah Adler @MicahAdler
  • Getting loyal users is more expensive than ever before. Increasing Costs Micah Adler @MicahAdler
  • The Strategies
  • Plan First The big question: How to succeed? Tracking not as easy as desktop Metrics matter measure loyalty (i.e. registrations, purchases), not just downloads Success comes from using a wide range of channels It isnt just about cost: tradeoff between cost and volume Your rank has an impact Newer channels like Facebook and Twitter are playing a large role Micah Adler @MicahAdler
  • Start with Measurement Use an SDK that supports all forms of attribution in one turnkey, easy-to-use solution. Starting point for any performance based campaign Provides measurement and tracking every step of the way across the entire ecosystem - Click to install to retention to monetization Identifies which strategies are most effective to drive optimization Micah Adler @MicahAdler
  • Expand Reach Across All Mobile Media Channels Traditional/DisplaySocial Video RTB Exchanges Rewards Micah Adler @MicahAdler
  • React to Changing Media Landscape Change is Rapid Share can change virtually overnight Need to be nimble Able to shift media spend rapidly to find the best traffic sources for your app Change Continues Need to respond quickly, test new sources (i.e. Twitter MAP) Fiksus media allocation since inception Micah Adler @MicahAdler
  • Top Channel: Facebook Audience size (1.3B+ users on mobile) Dedicated ad unit for apps -UA, retargeting and re-engagement -Vast array of segmentation opportunities Programmatic access and measurement And now, off Facebook as well Micah Adler @MicahAdler
  • Newest Channel: Twitter 75% of users on mobile Newly introduced, dedicated ad unit for apps Targeting based on real time interests Tailored audiences Programmatic access and measurement Micah Adler @MicahAdler
  • Optimize performance on LTV Metrics Optimize on key long-term value metrics for lower- cost, higher-quality users that take actions tied to your ROI. This depends on your business but can include: Registrations Purchases Repeat visits Micah Adler @MicahAdler
  • Programmatically Optimize in Real Time Micah Adler @MicahAdler
  • Revive lapsed users Segment existing users to drive specific behaviors Deep link direct to action point in app Cross-channel promotion Lower costs compared to new user acquisition Key: use your data! Re-engage & Retarget Micah Adler @MicahAdler
  • Mobile event data infrastructure 350 billion marketing events per month Both pre- and post-install Fiksu receives 5% of iOS launches worldwide Fiksu Data Store 450 million unique iOS device profiles - 65% of all iOS devices ever sold 400 million unique Android device profiles - 40% of all active Android devices Partner to Gain Expertise, Programmatic Access & Data Monthly Marketing Events Captured Micah Adler @MicahAdler
  • Case Studies
  • CASE STUDY: Quick Service Restaurant Chain Sustained program to establish a mobile presence for its brand supporting 10,000 locations worldwide Overall Rank: from 120 to 18 Downloads: from 3k/day to 30k/day 6.7M app engagements Cost per download: $.33 Cost per loyal user: $.82 Cost per app engagement: $0.07 750M pre-download impressions Plus: benefit of pervasive on-device presence Micah Adler @MicahAdler
  • Partnered with Fiksu for launch Needed critical mass of users to support viral effects Used video, banner, RTB, and more 5.5M users within 1 month of launch CPIs around $1 Our marketing partnership with Fiksu gave us the promotional boost we needed to not only succeed but to dominate the games app category. Neal Ostrov, CMO, Plain Vanilla Games CASE STUDY: Quiz Up Micah Adler @MicahAdler
  • Started Facebook campaigns in-house, challenged by scaling and maintaining Fiksu doubled volume while reducing CPIs 20% Able to take advantage of seasonality with increased spend In the five months weve worked with Fiksu, our business has increased by 70%. Alex Oliveira, StoryTree CASE STUDY: SimplePrints by StoryTree Micah Adler @MicahAdler
  • [email protected] www.fiksu.com @MicahAdler @Fiksu Thank You! Download free eBooks and white papers www.fiksu.com/ebooks