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Mobile-izing the Masses: App Acquisition Strategy, Attribution & Performance Optimization
Micah Adler Founder and CEO
800 CLIENTS 2500 APPS
40 of 50 2013 TOP GROSSING APPS
World’s leading mobile marketing platform
About Fiksu
Nearly 3 Billion DOWNLOADS GENERATED Boston
Northampton San Francisco London
Helsinki Singapore Tokyo Seoul
Micah Adler @MicahAdler
The Opportunities
$100B Mobile App Economy Digital media consumption: 51% from mobile apps 9% from other mobile 40% from desktop
Consumers now spend more time on mobile than on TV
$700 billion in revenue will be generated by mobile apps in 2017 Apple and Google
Play app store downloads topped 102 billion in 2013
Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage
2B smartphones expected to ship in 2014 – vs. 300M PCs
2013 mobile app revenue Fiksu estimate: $38 B
Gartner – Dec 2013 ABI Research, March 2013 Various GARTNER – Sept 2013 Digi-Capital
Micah Adler @MicahAdler
Mobile Apps – Strategic Advantages Multi-event marketing
Pre-download • Impression, click, App Store landing page >>> download
Post-download • Persistent device presence • Immersive in-app experience & engagement • Ongoing push notifications
Overall • Undervalued • Consumer-preferred • Growing
Micah Adler @MicahAdler
The Challenges
Mobile is different from the desktop § And it isn’t the size of the screen!
§ Mobile is an operating system - This is why apps dominate - Data is handled very differently in mobile
• Desktop-like cookies don’t exist • IDs galore • Attribution is challenging
§ Desktop: client side data; Mobile: server side data - Desktop players haven’t made transition to mobile - Requires rewriting entire technology stack
Complicated Mobile Ecosystem
Micah Adler @MicahAdler
Specific Challenges
• Attribution
• Data
• Media access
• Programmatic media access
• Performance optimization
• Analytics
Micah Adler @MicahAdler
Getting loyal users is more expensive than ever before.
Increasing Costs
Micah Adler @MicahAdler
The Strategies
Plan First The big question: “How to succeed?” • Tracking – not as easy as desktop • Metrics matter – measure loyalty (i.e. registrations, purchases), not
just downloads • Success comes from using a wide range of channels • It isn’t just about cost: tradeoff between cost and volume • Your rank has an impact • Newer channels like Facebook and Twitter are playing a large role
Micah Adler @MicahAdler
Start with Measurement Use an SDK that supports all forms of attribution in one turnkey, easy-to-use solution. § Starting point for any performance based
campaign
§ Provides measurement and tracking every step of the way across the entire ecosystem - Click to install to retention to monetization
§ Identifies which strategies are most effective to drive optimization
Micah Adler @MicahAdler
Expand Reach Across All Mobile Media Channels
Traditional/Display Social
Video
RTB Exchanges
Rewards
Micah Adler @MicahAdler
React to Changing Media Landscape Change is Rapid § Share can change
virtually overnight
Need to be nimble § Able to shift media
spend rapidly to find the best traffic sources for your app
Change Continues § Need to respond
quickly, test new sources (i.e. Twitter MAP)
Fiksu’s media allocation since inception
Micah Adler @MicahAdler
Top Channel: Facebook • Audience size (1.3B+ users on mobile)
• Dedicated ad unit for apps - UA, retargeting and re-engagement - Vast array of segmentation opportunities
• Programmatic access and measurement
• And now, off Facebook as well
Micah Adler @MicahAdler
Newest Channel: Twitter
• 75% of users on mobile
• Newly introduced, dedicated ad unit for apps
• Targeting based on real time interests
• Tailored audiences
• Programmatic access and measurement
Micah Adler @MicahAdler
Optimize performance on LTV Metrics Optimize on key long-term value metrics for lower-cost, higher-quality users that take actions tied to your ROI. This depends on your business but can include: § Registrations § Purchases
§ Repeat visits
Micah Adler @MicahAdler
Programmatically Optimize in Real Time
Micah Adler @MicahAdler
§ Revive lapsed users § Segment existing users to drive specific behaviors § Deep link direct to action point in app § Cross-channel promotion § Lower costs compared to new
user acquisition § Key: use your data!
Re-engage & Retarget
Micah Adler @MicahAdler
Mobile event data infrastructure § 350 billion marketing events per month § Both pre- and post-install § Fiksu receives 5% of iOS launches worldwide
Fiksu Data Store § 450 million unique iOS device profiles
- 65% of all iOS devices ever sold § 400 million unique Android device profiles
- 40% of all active Android devices
Partner to Gain Expertise, Programmatic Access & Data
Monthly Marketing Events Captured
Micah Adler @MicahAdler
Case Studies
CASE STUDY:
Quick Service Restaurant Chain § Sustained program to establish a mobile
presence for its brand supporting 10,000 locations 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
750M pre-download impressions Plus: benefit of pervasive on-device presence
Micah Adler @MicahAdler
• Partnered with Fiksu for launch
• Needed critical mass of users to support viral effects
• Used video, banner, RTB, and more
• 5.5M users within 1 month of launch
• CPIs around $1
“Our marketing partnership with Fiksu gave us the promotional boost we needed to not only succeed but to dominate the games app category.”
— Neal Ostrov, CMO, Plain Vanilla Games
CASE STUDY: Quiz Up
Micah Adler @MicahAdler
• Started Facebook campaigns in-house, challenged by scaling and maintaining
• Fiksu doubled volume while reducing CPIs 20%
• Able to take advantage of seasonality with increased spend
“In the five months we’ve worked with Fiksu, our business has increased by 70%.” — Alex Oliveira,
StoryTree
CASE STUDY: SimplePrints by StoryTree
Micah Adler @MicahAdler
[email protected] www.fiksu.com @MicahAdler @Fiksu
Thank You!
Download free eBooks and white papers www.fiksu.com/ebooks