Post on 14-Apr-2017
App Day 2015Lessons from over 25 million app
installs served
Adknowledge: Digital ROI at Scale
Networks: Native Video, Mobile App Distribution, Email
Platforms for optimizing: YouTube, Facebook, Twitter
350 ‘ROI Junkie’ employees; campaigns in 50 countries; 92% customer retention rate
Adknowledge is a multi-channel global technology company specializing in helping large, demanding advertisers get the best ROI from their digital marketing spend
Delivering performance for brands and direct response advertisers
“We were lucky to be working at a time that the world’s largest liquid marketplace was created”
The liquid marketplace is still a growing opportunity
Sources: eMarketer, December 2014
Ericsson is predicting that by 2020 there will be 6.1B smartphone subscriptions, each consuming 3.5GB of data a month
2.5B apps & counting
*Source: appfigures, http://bit.ly/appday-figures
When it comes to getting help with App discovery…a confusing array of choices exist
Growth in use of Facebook through our mobile products, where our ability to monetize is unproven, as a
substitute for use on personal computers may negatively affect our revenue and financial results.
And now…
Mobile ads account for 98% of Facebook’s revenue growth
The power of New FeedIn the US, Facebook is on three of every four smartphones, and more than half of people who use Facebook check their News Feed every day.
745M mobile daily active users on average for December 2014
News Feed is the most engaging place (e.g. 65% of likes)
10x higher ad recall per Page post vs. right-hand side
Native ad units that are perfect for the form and factor of mobile
People–based targeting
People–based targeting Use what Facebook knows
about it’s users, some examples:
Gender Age Location Workplace Interests like craft beer
or coffee Behaviours like Console
Gamer
Deep support for mobile targeting, like O/S, Device, On Wi-Fi…
Custom Audiences
Full support for creating Custom Audiences based on events that happen in a Mobile App
Full support for creating Custom Audiences based on events that happen in a Mobile App
Examples include: recently completed a purchase recently opened your app completed large purchases reached a certain level in your
game abandoned a cart completed registration in your app
“If you need to drive quality downloads to a wide range of people then Facebook is the most important network. No one else can do what Facebook does.”
Robert Define, Vice President, International Product Strategy & Mobile, ebookers
Mobile App Promotion native ads built to support new user acquisition and re-engagement
Extensive Targeting Options
Tailored Keywords Look-a-Likes
Followers
TV
Location
MobileReach users by device & platform
Gender Search Interests
Supercell, Clash of Clans, $9M
MachineZone, Game of War, $4.5M
Ucool, Heroes Charge, $2.25M
30 seconds of commercial airtime during the Super Bowl cost a reported $4.5M
3 mobile game developers spent $18M together
But yet digital video is rapidly becoming the single most valuable channel for engaging consumers
In the US, the TV to digital video ad spend mix continues to evolve rapidly
Sources: eMarketer, ZenithOptimedia, MediaPost, US Data
Digital ad spend belongs to the TV
guys – and it will all bought digitally
Let’s not forget when people connect with digital content, they are doing it on mobile
YouTube is still the big winner as the top digital video destination
YouTu
be
Face
book
Netflix
Networ
k TV
Cable
News
Hulu
Amazon
Prime
Live S
ports
Oher0%
10%20%30%40%50%60%70%80% Male
FemaleTotal
Video-Streaming Sites Viewed by Online ViewersNorth America, Internet Users, January 2014
*Source eMarketer, North American Study.
Mobile App Install ads, now on YouTube
YouTube Gave Spotify a Whole Lotta Love
YouTube was most successful new subscriber channel for the
Led Zeppelin back catalog launchCONVERSION RATE: 6.41%
CPC SAVINGS: 91% SAVINGS
CONVERSION LIFT: +133%
Facebook is not far behind…
Mobile Measurement Solutions Venture Beat have just released a
study based on research of the 230 top developers with over 240M active users and 1.8M apps
One key finding. Developers use analytics to help them
In fact, developers with more than 2M active users are more likely to use 3-5 analytics tools than they are to use either one or two tools
What I learnt from 25 million app installs
What I learnt from 25 million app installs To understand what is working (and failing:),
you need to a measurement solution in place.
Use Facebook and Twitter as User Acquisition and Engagement tools.
Use Video (especially YouTube) as it’s only going to get more important.
Simon Baptist, Creating international growth through culture,
marketing, relationships & strategy
https://www.linkedin.com/in/simonbaptist https://twitter.com/simon_baptist