adtech SF 2012 Startup spotlight mobile fiksu
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Transcript of adtech SF 2012 Startup spotlight mobile fiksu
FiksuCraig PalliVP Business Development & Client Services
ebooks: www.fiksu.com/ebookswebsite: www.fiksu.comemail: [email protected] twitter: @fiksu, @cpalli, #spotfiks
About Fiksu
Fiksu for Mobile Apps is a user acquisition platform that helps brands acquire large
volumes of cost effective loyal app users
Over 1 million mobile apps … …and counting
App Marketing Dilemma
MarketingBudget?
MeasurableROI ?
Paying for traffic - ad networks, incentive-based networks and RTB exchanges
Public relations, social media, hoping to be a featured app
Fiksu for Mobile Apps
Access to all sources: ad nets, SSPs, other (35+)Access to billions of impressions; avoid saturation
Algorithm-based targeting of loyal usersDelivers on your monetization strategy
Fully Managed by Fiksu Nothing to learn or implement
Real-time Tracking & Optimization Post-download/loyal user tracking
Category and overall rank optimizationMaximizes the efficiency of organic installs
Single SDKSimple drop in: 1 operation v. many
100% Advertiser FocusedFiksu serves only you – no inventory to “move”
Central Dashboard Measurement simplicity, anytime access
Hypothetical Client: Finance• Mobile Trading App
– Securely buy, sell and place orders
– Login from online accountto conduct trades
• Average rank in Finance– #26 iOS– #33 Android– category not highly
trafficked
• Baseline downloads: 5k/day
Goals
1) Get new users to test drive the app – Convert to an online signup – Incorporate in-app signup
2) Drive engagement with existing users, especially those not using E*TRADE app on their tablets or phones
Mobile devices are key: activities are time-sensitive, increasing implementation of voice recognition facilitate input activities on the device, high worth demographic
30 Day Program Parameters
• Establish loyal user value = $5 (conservative)• Allocate $250k to each iOS and Android• Start buying ads across the ecosystem• iOS: burst for 2 days to get to optimal rank, then
sustain rank for 23 days (Fiksu platform will determine optimal rank)
• Android: focus on finding loyal users/let rank gradually improve and improve search rank to drive incremental organics
• Optimize results from various creatives
Optimization
• Increase in rank– Optimal yield in
category & overall– Category: top 3– Overall: #50-100
• Increase in organics– Burst: buy 20k/day downloads– Sustain: buy 10k/day downloads,
get 10k/day organics
Final Results
Total Budget = $500k
Cost per loyal user = $1.33
Downloads = 872k
# Loyal users = 374k
Program ROI = $1.37M
> 250% ROI
Fiksu Clients
Case study: Lemon
Lemon’s challenges:
• New & niche category – receipt management
• Low category awareness
• Needed to quickly ramp high volumes of app users
• iOS & Android
Fiksu’s solution
• Analyzed different ad creative and messages
• Increased Lemon’s ad spend to punch up app’s visibility in the app stores
• Focused ads on targeting loyal users versus just downloads
• Expanded their traffic sources
Results
• Expanded its loyal user base while reducing cost to acquire loyal users by 50%
• After just one week:– Android app went from #83 to #31 in
the Productivity category– iOS app was top 100 overall
(out of 500,000+)– iOS #2 rank in the Productivity
category – featured by Apple
Wrap up
Fiksu for Mobile Apps is a user acquisition platform that helps brands acquire large volumes of cost effective loyal app users