Mobclix iPhone Analytics and Advertising: App or Treat Presentation

Largest Mobile Ad Exchange

App or Treat

Analytics

Agenda

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Largest Mobile Ad Exchange

Largest Mobile Ad Exchange

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20+ Ad Networks.3500+ Publishers.

4+ Billion Impressions.

Largest Mobile Ad Exchange

Mobile App Trends

Over 2 Billion+ iPhone Applications DownloadedOver 100,000 Applications in the App Store$25+ Billion Marketplace in the next 5 years

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App Store is growing at 28% per month; adding ~200 apps/day

Pricing Trends: 23 percent of apps are free; 41 percent cost $0.99

Buzz Index: 60 percent of all comments made are regarding free apps; 16 percent of comments are made around $0.99 apps

Device Breakdown: 56% are iPhone; 43% are iPod Touches

Data Usage: 58%  WiFi traffic; 33% carrier traffic; 9% None (no data connection present)

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Largest Mobile Ad Exchange

iPhone App Consumption

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• 93% have used the App Store

• 73% have more than 5 Apps

• Pre-iPhone: Most users downloaded 2-3 apps and give up

• Metrics for Application Success• Downloads• Use Frequency• Longevity• Usage Time• Engagement• Calls to Action

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Largest Mobile Ad Exchange

What are you going to do?

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• 93% have used the App Store

• 73% have more than 5 Apps

• Pre-iPhone: Most users downloaded 2-3 apps and give up

• Metrics for Application Success• Downloads• Use Frequency• Longevity• Usage Time• Engagement• Calls to Action

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Usage Frequency and Time Falls Rapidly

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1. Deletion and shift to newer applications

2. Average usage time declines by a third during the first month, ~5 minutes average

3. Average application audience retention 5% after 1 month and 1% after 3 months

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Reaching Top App Status Harder

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1. Mobile Media Support- Ad Network Estimation to Guarantee Top

- September 2008: $15,000- Feb 2009: $150,000

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Strategically Position Application

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• Scarcity• Solves problem in a way that no other app does,

can’t be found elsewhere• Requires timeliness and insight

• Ubiquitous• Go to resource for a need• Most downloaded application for a problem• Requires creating something that goes viral

spreads quickly and deeply

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Value Proposition : User Behavior

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• Buzz Worthiness• People should want to blog/tweet/email about

the app• Users should want to show it off to people online

• Understand your App Category• Time Saver• Time Killer

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Promote Your Application

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• Concentrated Application Promotion• Top 100 List increases new users by 5x-10x

• Multiple Launch Promotions• Blog/News Stories• Mobile Media• Promote on Websites

• Setup Analytics

• Utilize Advice from User Comments

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Largest Mobile Ad Exchange

Data Aggregation – Technical Insights

Analytics

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- Crash Reporting- Application Optimization- User/Device/Connection

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Largest Mobile Ad Exchange

Data Aggregation – Business Insights

Analytics

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- Crash Reporting- Application Optimization- User/Device/Connection

Device Type App Category Ads Viewed Ranking

OS Version App Name Ads Clicked On Velocity

Connection Type App Version Apps Downloaded Feedback

Session Time Paid vs. Free eCPM per Category Comments

New Users/Installs Price Point eCPM per Network Surveys

Demographic File Size eCPM by ad size

Geo Location

Behavioral Interest

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Analytics - Business Process

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Demo

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Thank You

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vishal@mobclix.comwww.twitter.com/mobclixwww.mobclix.com

Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.