The Evolution of Mobile Advertising - Oren Kaniel, AppsFlyer

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Transcript of The Evolution of Mobile Advertising - Oren Kaniel, AppsFlyer

  • < 2011 2012-3 2014 2015

  • Imagine Investing Like This

  • AppsFlyer Takes The Guesswork Out

  • 2011

    Users

    Publishers

    Apps Specific

    Publishers/platforms

    Social

    discovery

    Review sites:

    Blogs

    video

    Apps

    PR

    CatalogsVerticals

    Incentivized

    downloads

    Ad

    networks

    Deal

    trackers

    Apps

    Search

    Cross

    promotion

    Search

    Social

    content

    BlogsMobile

    Verticals

    Self service

    marketing

    Email

    TwitterBlog

    Facebook

    Ad

    networks

    Forums

    Developers

    Partners

    Carriers

  • Advertiser

    s

    Ad Networks UsersAdvertisers

    2012-2013

    Attribution Authority

    CPI/A

    PPE Enablement

    2012: 6 to 60 networks

    2013: grow to 260 networks

  • Advertiser

    s

    Ad Networks Users

    Agencies

    Agencies

    Reengagement

    CPA Enablement

    Attribution Authority

    700 Ad-networks

    Advertisers

    2014

  • < 2011 Blind CPM/C $$$ decrease value

    2012-3 Attribution authority CPM/C/I/A ROI/LTV $$$ increase value

    2014 PPE Re-engagement

    2015 PPE Re-engagement

  • ONE SMART LINK TO RULE THEM ALL

  • App Not Installed

    App Already InstalledAd Click

    San Francisco Hotels

    Get $50 Off

    Book Now

    You Have $50 Credit

    Redirect To Appropriate Store

    Only if app not installed

    One Smart Link URL

    Any Platform: Web, iOS, Android etc.Any App Store: Apple, Google etc.Any Scenario: App already installed

    or not

    Same Experience

    Specific Landing Page

    Deeplinking (App Open) Deferred Deeplinking (Install) Same Experience

    Deeplink

    Deferred Deeplinking

    One Smart Link to Rule Them ALL

  • AppsFlyersServers

    App Store/

    Play

    User

    Device

    Ad click

    Store Redirected

    App

    Install

    Events

    APIs & Postbacks

    App Install &

    First Open

    Get Attribution Data

    Advertiser is able to

    query attribution data in

    real time, and directly

    serve relevant content,

    upon the first app open.

    Media

    SourcesMedia

    Sources

    Hotels New York

    Get Attribution Data Flow:Providing the users you acquire with relevant content and maximizing your ROI

  • Target new devices

  • Hit the top 25 networks

    12345678

    910111213141516

    171819202122232425

  • Be close to the market

  • Buying users is ok

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14

    Paid/Organic Installs