Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. October 2013
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Transcript of Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. October 2013
Rico Wyder – Director, APAC @ricowyder | @fiksu October 24, 2013
Mobile App Marke6ng
About Fiksu
500 CLIENTS
1800 APPS
300% YEAR OVER YEAR GROWTH
Global Footprint: 8 worldwide offices in Boston, San Francisco, Europe and Asia. Clients include: • Leading eCommerce brands • World class brand marketers • 33 of the Top 50 grossing game publishers
200 PEOPLE
3 CONTINENTS
87% of consumer 6me spent in mobile… is in apps • Games, news, produc6vity, u6lity,
communica6ons, social networking…
13% of consumer 6me is spent in mobile web • In browser, surfing the web,
emula6ng the desktop experience.
Consumers Prefer Apps
Source: Nielsen
Men: 25 h 53 m
Women: 28 h 7 m
Men: 4 h 1 m
Women: 4 h 23 m
Smartphones
APP
Mobile Web
Brands Embracing Mobile Apps Significant part of business
Significant Acquisi6ons and Investments
Mobile Ventures
Large Marke6ng Investment
Mobile App Marketer’s Dilemma
• How can we stand out? • Where can we get loyal users? • How can we get these in volume? • Can we do this cost effec6vely? • Do we get insight and full accountability?
10 User Acquisi6on Best Prac6ces
Strategic Goal Seang Not Strategic
• Launching an app • Achieving specific category or overall App Store rank • Genera6ng 100K or 1 Million downloads
Strategic • Aligning mobile app objec6ves with your primary business purpose • Integra6ng mobile app marke6ng into your overall mix • Understanding mobile app new revenue, revenue protec6on & margin
contribu6ons • Adjus6ng marke6ng budgets & spend in accordance with contribu6ons
Maximize Organic Lif Through Op6mal App Store Rank
• Organic lif: organic downloads driven by ad spend • Goals based on rank:
• Best cost/organic download • Maximize volume • Quality of organic users
• Key variables to track: • Overall app rank • Category, sub-‐category rank • App ra6ngs
Cost > Benefit
Op6mal ROI
Insufficient volume
#1 . . . . . – . . . . . . – . . . . . XX
Rank
Incorporate Vast Global Media Inventory
Non-‐Incent Networks & Aggregators Social
Publisher Direct
Example: Fiksu reaches 250 billion iOS and Android impressions per month… sAll hungry
RTB Exchanges Incen6vized
Rapid Change is Normal, Not the Excep6on
2013 5%
Share
2012 10% Share
2012 0%
Share
2011 30% Share
2011 60% Share
Fiksu Share Volume % by Ad Network
Support All Forms of Aoribu6on – and Measure Everything
Device IdenDfier
HTML 5 Cookie
Digital FingerprinDng
Android Referrer
Apple Adver6sing Iden6fier, Facebook ID, MAC Address, IMEEI and others
Takes “digital fingerprint” of configura6on. Matches configura6on at 6me of conversion
Small file stored in local storage (“cookie-‐like”) Requires a redirect to Safari Browser,
Standard Google Play aoribu6on methodd
Tracking
AOribuDon
Let Big Data Drive Op6miza6on • For op6mal ad spend, take a “Big Data” approach to op6miza6on.
• Consider an ad program with: – 5 crea6ves – 4 sizes each – 3 networks with thousands of publishers – 10 countries – 3 devices – 2 opera6ng systems
• Mul6ply by thousands of poten6al combina6ons to iden6fy what’s driving best results.
• Requires an op6miza6on engine that considers all data in every possible combina6on.
Op6mize Based On Quality
Op6mize on Downloads
Op6mize on loyal users-‐ Up to 3x performance
Aoribute post-‐download ac6ons driving your business
Tie ac6ons back to points of origin
Tightly couple to op6miza6on for best performance
App Launches Purchases Registra6ons Online & Physical Sales
Media Sources Crea6ve Device Type Geography
Learn from the Past
Receiving over 5% of iOS app launches worldwide
Mobile Event Data infrastructure • 130 Billion Marke6ng Events per Month • Tracked 110 Billion Launches
Fiksu ‘Knowledge Base’: Mobile User Profile Store • 300 Million Unique iOS User Profiles • 100 Million Unique Android User Profiles
Billions of historical markeAng data points AutomaAcally acAonable for current and future markeAng / ad buying decisions in real Ame
U6lize Real-‐Time Bidding
RTB exchanges: the most transparent way to buy media
• Purchasing more directly from publisher
• Delivers best price/performance
• Many adver6sers do not access this inventory
• Integrate op6miza6on and aoribu6on directly with RTB Exchanges to ensure efficiency
Take Advantage of Social Media • To date: Facebook and Twioer only concrete
success stories for mobile app marke6ng • Facebook
– Ad types specific to apps – Powerful targe6ng op6ons
• Twioer – Sponsored tweets – Celebrity tweets
Facebook: The Opportunity • Audience size (1.15B, 820M on mobile) • Mobile usage now 70%+ of MAU • App-‐specific ad unit • Segmenta6on op6ons
To maximize this opportunity, marketers must measure downloads and loyal usage ac6ons.
Your choice is to build it yourself – or work with a Facebook-‐integrated aoribu6on and op6miza6on partner like Fiksu.
Create Strategies for Peak Periods Volume and cost indexes 2012
Thanksgiving, Black Friday, Cyber Monday
New Years
2014
11/30 App Deadline
Christmas
App Store Freeze?
iTunes Connect
4.57M 5.02M 6.01M 5.32M $1.38 $1.29 $1.56 $1.67 November December January February
1. Strategic goal seang 2. Maximize organic lif through op6mal App Store rank 3. Incorporate vast global media inventory 4. Support all forms of aoribu6on & measure everything 5. Learn from the past 6. Let big data drive op6miza6on 7. Op6mize on all event types and generate downloads from loyal users 8. U6lize real 6me bidding (RTB) 9. Take advantage of social media 10. Create strategies for peak periods
User Acquisi6on Best Prac6ces
Quick Service Restaurant Chain • Sustained program to establish a mobile presence for its brand
suppor6ng 10,000 loca6ons 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
Plus: 750M pre-‐download impressions Plus: benefit of pervasive on-‐device presence
Performance by Ad Network
Iden6fy top segments
Create custom URLs – track all your programs!
Track impact on organic users
Drill into KPIs: CPI, Cost/user, cost
purchaser…
Fiksu Dashboard: Real-‐Time Analy6cs & Repor6ng
Fiksu Mobile App Marke6ng Playorm
The award-‐winning Fiksu Mobile App marke6ng playorm enables app marketers to achieve their business goals by maximizing app downloads from quality, loyal app users.
App Publisher Loyal Users Traffic Repor6ng Aoribu6on Op6miza6on
[email protected] www.fiksu.com @ricowyder | @fiksu
Thank You!
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