fiksu presentation at appconext: user acquisition and discovery-why a cohesive approach provides the...
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Chris&an Galvin – US Sales Director, Mobile Apps October 24, 2013
User Acquisi5on & Discovery – Why a cohesive approach provides the best results
Chris5an Galvin US Sales Director, Mobile Apps
Fiksu, Inc. @5xlist @fiksu
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
Agenda
• The Opportuni5es • The Challenges • Best Prac5ces for Success • Case Studies • Choose a Proven Technology Partner • Ques5ons
The Opportuni5es
$100 Billion Dollar Mobile App Economy
Shipments of connected devices
1 billion units in 2012
Apple ~20x more iOS devices than
Macs in Q4
IDC Worldwide Dec 2012
Mobile app & ad revenue combined
for over
$19 billion in 2012
$74 billion in revenue will be generated by mobile apps
in 2016.
GARTNER Market trends Aug, 2012
Apple and Google Play app store
downloads topped
102 billion in 2013 GARTNER Sept 2013
MARY MEEKER "2012 KPCB Internet
Trends Year-‐End Update"
87% of consumer 5me spent in mobile… is in apps • Games, news, produc5vity, u5lity,
communica5ons, social networking…
13% of consumer 5me is spent in mobile web • In browser, surfing the web,
emula5ng 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
Mobile Apps – Strategic Advantages Mul5-‐event marke5ng Pre-‐download • Impression, click, App Store landing page >>> download
Post-‐download • Persistent device presence • Immersive in-‐app experience & engagement • Ongoing push no5fica5ons
Overall • Undervalued • Consumer preference • Growing not disappearing
Desktop / App Cost Comparison
Client Scope Cost Per Download
Example Desktop AdWords Click
Global Sports Brand Global: iOS $.64 $1.08 Large CE Brand Global: Android $.57 $1.36 Fast Casual Chain US: iOS & Android $.24 $.85
Fiksu Cost per Loyal User Index
Source: Fiksu
The Challenges
Big Opportunity – Big Challenges
• 1.8M apps in Apple App Store & Google Play • Top 25 developers control > 50% app store revenues
(CANALSYS, DEC 2012) • Average user: has 40 apps, but regularly uses only 15
(HARVARD BUSINESS REVIEW, MAR 2013)
• 26% of all app downloads are used only once (LOCALYTICS, MAR 2011)
• Measurement & ROI: Is the biggest mobile marke5ng challenge – cited 42% of survey respondents (FORRESTER RESEARCH, SEPT 2012)
• Fragmenta&on: a complex ecosystem full of disparate point products • (
“Consumers have never been more connected – but it’s never been harder to connect with them.” – Tom Daly, Coca-‐Cola
Fragmented Mobile App Marke5ng Ecosystem
Source: Luma Partners
Mobile App Marketer’s Dilemma
• The big ques5on: “How to succeed?” • How do I get loyal users -‐ those most likely to mone5ze -‐ at scale? • What’s the “ideal” ranking to achieve in the App Store? • How do I achieve that rank? • How much does it cost? • Which traffic sources deliver the best results? • How do I get visibility to my ROI?
Whether NEW to app markeHng or a Seasoned Veteran ALL ParHcipants face similar issues!
Success
1. Strategic goal serng 2. Maximize organic lis through op5mal App Store rank 3. Incorporate vast global media inventory 4. Support all forms of atribu5on & measure everything 5. Learn from the past 6. Let big data drive op5miza5on 7. Op5mize on all event types and generate downloads from loyal users 8. U5lize real 5me bidding (RTB) 9. Take advantage of social media 10. Create strategies for peak periods
User Acquisi5on Best Prac5ces
Strategic Goal Serng Not Strategic
• Launching an app • Achieving specific category or overall App Store rank • Genera5ng 100K or 1 Million downloads
Strategic • Aligning mobile app objec5ves with your primary business purpose
-‐ “Mobile first” mentality • Integra5ng mobile app marke5ng into your overall mix • Understanding mobile app new revenue, revenue protec5on & margin
contribu5ons • Adjus5ng marke5ng budgets & spend in accordance with contribu5ons
Maximize Organic Lis Through Op5mal App Store Rank
• Organic lis: 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 ra5ngs
Cost > Benefit
Op5mal 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… sHll hungry
RTB Exchanges Incen5vized
Incorporate Vast Global Media Inventory Change is Rapid • Networks owning
considerable share can change virtually overnight
Need to be nimble • Adver5sers need to be
able to shis media spend rapidly to find the best traffic sources. and respond
Change Con5nues • As noted, change is
ongoing. Find a partner that can respond
2013 5%
Share
2012 10% Share
2012 0%
Share
2011 30% Share
2011 60% Share
Share Volume by Network
Support All Forms of Atribu5on – and Measure Everything
Device Iden&fier
HTML 5 Cookie
Digital Fingerprin&ng
Android Referrer
Apple Adver5sing Iden5fier, Facebook ID, MAC Address, IMEEI and others
Takes “digital fingerprint” of configura5on. Matches configura5on at 5me of conversion
Small file stored in local storage (“cookie-‐like”) Requires a redirect to Safari Browser,
Standard Google Play atribu5on methodd
Learn from the Past
Receiving over 5% of iOS app launches worldwide
Mobile Event Data infrastructure
• 130 Billion Marke5ng 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 markeHng data points AutomaHcally acHonable for current and future markeHng / ad buying decisions in real Hme
Let Big Data Drive Op5miza5on • For op5mal ad spend, take a “Big Data” approach to op5miza5on.
• Consider an ad program with: – 5 crea5ves – 4 sizes each – 3 networks with thousands of publishers – 10 countries – 3 devices – 2 opera5ng systems
• Mul5ply by thousands of poten5al combina5ons to iden5fy what’s driving best results.
• Requires an op5miza5on engine that considers all data in every possible combina5on.
Op5mize Based On All Event Types & Generate Downloads from Loyal Users
Op5mize on Downloads
Op5mize on loyal users-‐ Up to 3x performance
“Expanded loyal user base while reducing cost to acquire loyal users by 50%; achieved #2 in iOS ProducHvity category.” – Cole Mercer, Director of Marke5ng, Lemon
Atribute post-‐download ac5ons driving your business
Tie ac5ons back to points of origin
Tightly couple to op5miza5on for best performance
App Launches Purchases Registra5ons Online & Physical Sales
Media Sources Crea5ve Device Type Geography
U5lize Real-‐Time Bidding
RTB exchanges: the most transparent way to buy media
• Purchasing more directly from publisher
• Delivers best price/performance
• Many adver5sers do not access this inventory
• Integrate op5miza5on and atribu5on directly with RTB Exchanges to ensure efficiency
Take Advantage of Social Media • To date: Facebook and Twiter only concrete
success stories for mobile app marke5ng • Facebook
– Ad types specific to apps – Powerful targe5ng op5ons
• Twiter – Sponsored tweets – Celebrity tweets
Facebook: The Opportunity • Audience size (1.15B, 820M on mobile) • Mobile usage now 70%+ of MAU • App-‐specific ad unit • Segmenta5on op5ons
To maximize this opportunity, marketers must measure downloads and loyal usage ac5ons.
Your choice is to build it yourself – or work with a Facebook-‐integrated atribu5on and op5miza5on 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
Case Studies
Personal Capital Summary Personal Capital, an innova5ve financial services pla{orm that enables customers to manage their financial accounts, seeks to acquire high quality customers with over $100K in inves5ble assets.
Approach: • Fiksu effec5vely op5mizes Facebook mobile app
install ads. • Iden5fies and drives high-‐quality target users at scale.
Results: • Acquired users: Increased by 15X • Cost per acquisi&on: Reduced by 25%
“Fiksu’s success in driving high volumes of quality users has had a transformaHve impact on our business.…idenHfying the right qualified users and reaching them in quanHty has improved our ability to grow.” — Sam Yount, VP Marke5ng
Large Consumer Packaged Goods Brand Summary: Branded app, part of mul5-‐app por{olio
• App Engagements: 1.2 million • Cost Per Download: $.15 • Cost Per App engagement: $0.02
Plus: Ten million pre-‐download impressions Plus: benefits of pervasive on-‐device presence
Quick Service Restaurant Chain • Sustained program to establish a mobile presence for its brand
suppor5ng 10,000 loca5ons 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
Choose a Proven Technology Partner
Fiksu: Unique Access To Inventory
• Media: 99% of available worldwide mobile media
• Fiksu KnowledgeBase: Over 150 billion in-‐app events
• FreeMyApps: World’s largest rewards-‐based app and game discovery network – 1.5 million unique users
• Facebook: Integra5on with Facebook: ad buying combined with Fiksu’s op5miza5on engine
• RTB: Integra5on with real-‐5me bidding exchanges
• One-‐Source: Centralized media buying and op5miza5on through Fiksu
Leverage Technology
• U5lize ALL traffic sources • Overcome mobile ad tracking challenges • Integrate and op5mize across
en5re program • U5lize massive data trove of app ac5ons • Integrated repor5ng
You Can Build It or You Can Buy It
FreeMyApps • World’s highest-‐volume app discovery network
• Community of 1.6 million highly ac5ve users dedicated to discovering new games
• Over quarter million engaged Facebook and Twiter users
• Consistent record of delivering 100,000 users within 72 hours—all within target CPI
[email protected] www.fiksu.com @fiksu
Thank You!
Download free eBooks and white papers www.fiksu.com/ebooks