MobPartner Adtech London 2012

© MobPartner 2012 – All rights reserved

Ad:tech London 2012

What do you want to do?


What do you want to do?

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High Volumes of Loyal Users

International Reach

High Ranking in App Stores

Tracking Installs and in-app Events

Low CPI (Cost per Install)

Increased Market Share

User monetization and increased ARPU

What do you do?


What do you do?

Buy Mass Users

Short Term Short Term Short Term Short Term TacticalTacticalTacticalTactical

Temporary resultsTemporary resultsTemporary resultsTemporary results

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Increased Marketing Spend

Competition result in even higher Acquisition CostsCompetition result in even higher Acquisition CostsCompetition result in even higher Acquisition CostsCompetition result in even higher Acquisition Costs

Advantage of large companies Advantage of large companies Advantage of large companies Advantage of large companies –––– large budgets large budgets large budgets large budgets

Small developers left out of the gameSmall developers left out of the gameSmall developers left out of the gameSmall developers left out of the game

Very little ROI on user acquisitionVery little ROI on user acquisitionVery little ROI on user acquisitionVery little ROI on user acquisition

What should you do?


What should you do?

Product Marketing

user acquisition is a part of affiliate marketing which is part of the marketing strategyPress, advertising, cross promotion, flyers, outdoor, posters, social games platform, social media, youtubevideos, etc, etc

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Short term tactics vs long term strategy

Quality of the game, innovation

Product, price, place, promotion -> PEOPLE!


What should you do?

Product User engagement is more valuable than large volumes of installsMake your game original and innovative = entertaining

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Place

Understand what your users are doing when they are not playing gamesUnderstand the game portals and their algorithms (reviews, rating, etc)Cross promotion opportunities

Price Pay for quality not quantity


What should you do?

Why Android?

Combination of Searching and Browsing – more complex algorithm (75% of organic downloads – search)

Google Play’s ranking algorithm rewards long-term user acquisition

Long term advertising campaigns (as opposed to iOS pushes)

Work with as many traffic sources as possible (better reach –large audience – low CPI)

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What should you do?

Android Devices

More sophisticated – better usability – interactivity

Large untapped potential

Advantages associated with growing sector

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What should you do?

Why IOS?Very much based on rank (determined by the number of installs and how recent they are)

If large volumes of installs are not sustained, the ranking will decrease

Bigger competition – higher costs

Healthy paid segment (quality content)

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What should you do?

Finding the best mix between the 2 –

Advertisers today cant afford not to be

present on both Android and iOS

Be present where your users are and adapt your products accordingly

Listen to your partners – be open and flexible to test – build long lasting relationships

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Communicate, communicate, communicate

What MobPartner can do for you?


What MobPartner can do for you?

Affiliate experts Industry trends, publisher knowledge, industry recommendation, competitor knowledgeInternational reach Campaign management / client service / account management

Dedicated resources (AM, Tech, MKT)Tracking solutionPublisher management – relationship based, mkt mechanism

Better reach & easier management & lower riskVarious publishers business models (sms, email, display, social media, web2mobile, PPC & MB – lower risk for the advertiser)One dedicated point of contact Several payout models – performance centric ( example of campaigns cpi, cpa, cpc + cpa, cpl)

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AMERICAS

Over 60 Million

Visitors / month

AMERICAS

Over 60 Million

Visitors / month

EMEA

Over 50 Million

Visitors / month

EMEA

Over 50 Million

Visitors / month

APAC

Over 40 Million

Visitors / month

APAC

Over 40 Million

Visitors / month

Web Mobile

35%

iPhone

15%

Android

50%

Worldwide Network: Potential reach 100+ Million

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Contact us!

San Francisco

Paris

Cristina Constadache – Commercial Director

[email protected]

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MobPartner Adtech London 2012

Business

Transcript of MobPartner Adtech London 2012