How to Market Your Apps on iOS/Android ProfitablySourabh Niyogi, CEO

What we discovered in the last year ...

Free iOS+Android apps make money!in-app purchasessubscriptionsbookingsdirect sales

...

If you make $750 from 1,000 app installsthen your RPU is $0.75...

RPU

Many Advertisers are getting RPU!

Seeking new mobile behaviors

Seeking new gaming addicts

Seeking new subscribers, audience

Problem: Profitable Application Marketing is Tough

Typical Admob/... App Promotion Experience:

eCPI of $11.37 is too high.Result: frustrated appvertiser

If you have to spend $11.37 to make $0.75, you can’t scale marketing

Solution: the MdotM Install Exchange

VolumeAdvertisersBuy InstallsAt LowestCost-per-Install

Volume Publishers

Sell InstallsAt Highest eCPM

The First Install Exchangefor iOS and Android

Advertisers Buy on a CPI

Buy Low! Sell High!

Why buy on the MdotM Exchange?

CPI Bidding simplifies profitable marketing

If RPU > Effective Cost-Per-Install,then You profit!

How to Buy Installs1. Implement Universal Tracking Code for iOS or Android

• Track Installs to measure eCPI by deviceid in iOS

by referrer in Android• Track Post-Install Activity to measure RPU

http://mdotm.com/promote/trackback

2. Provide creative and specify CPI Bid

3. MdotM runs your creative delivering highest CVR

4. MdotM reports on spend + conversion results via real-time dashboard and via API

MdotM Volume: 62MM+ Monthly [Jan 2010]

24.6 MM+Androiduniques

4.6 MM+iPaduniques

10.0 MM+iPod Touchuniques

22.7 MM+iPhoneuniques

Over 4MM installs bought30-50K installs/day

What to Buy

1. Installs from Banner Inventory CPI Bids: from $.75 - $7/install

2. Installs from Incentivized Inventory CPI Bids: from $.25-$.75/install

Advertisers compete on eCPM basis: Higher CPI Bids gets More Installs

Banner InstallsBanner AdsSupported Platforms

• iPad

• iPod Touch/iPhone

• Android

Supported Ad Sizes

• 300x50

• 320x50

• 300x250

• 728x90 (iPad only)

ExampleiPhone

300x50 In-App Ad CPI Bids range from $.75 - $7/install

Incentivized Installs

Offer Wall / Offers API• Users get currency, Advertisers get Low CPI• Installs are usually not very engaging, but they help you rise in the App Store or Android Market rankings

ExampleOffer Wall Application

CPI Bids range from $.25 - $.75/install

Ranking Benefits: iOS vs Android

• Higher rank in App Stores = more organic installs

• For every Paid install, you can get organic Installs

• In iOS, ranking is proportional to downloads per hour

• In Android, we’re still learning...

Buying Installs Enables Lower eCPI, Profit!

How can $1 CPI = $0.25 eCPI?Example: (Paid-to-Organic Ratio is 3)• Buy 10,000 Paid installs x $1/install = $10,000• Get ranked #5 in your category• Get 30,000 Organic installs.• Result: $10,000 / 40K installs = $.25 eCPI

Buying Installs -> Lower eCPI -> Increases Profit! Profitable Marketing made much easier with ranking!

Strategies: Test, repeat, test, repeat, ...

Some efficient strategies our advertisers employ:• Get ranked X in Category rather than “All”• Test in smaller markets (e.g. CA, GB, AU, ...)• Measure downloads/hour in your market• Measure RPU carefully with post-install tracking tied to media spend• Do Post-Campaign Analysis down to deviceid via APIs

Scale Your Install Buying Plan

Once you have a profitable marketing model... scale it!

Add additional media partner (eg on CPC), but:• Measure eCPI with all media partners• Measure RPU with APIs, post-install tracking• MdotM universal tracking code helps measure both

Scale down if you can’t profit. There’s always next weekend.

2011 Q1/Q2 Outlook

iOS • Out of “test” mode • Advertisers know RPU, eCPI. • Testing getting more expensive

Android • Lots of supply to “test” with. • Advertisers learning RPU, eCPI now.• Massive growth, better in-app purchasing on horizon.

To Learn More About Profitable App Marketing ...

Sonia Gonzalez sonia@mdotm.com

Rodney Witcher rodney@mdotm.com

Sourabh Niyogi sourabh@mdotm.com

Follow us on Twitter: @MdotMAds

Slides Available at: http://www.slideshare.net/mdotm