Reaching Positive ROI for Mobile User Acquisition, Across the Various Channels - Ron Brightman,...

Reaching Positive ROI on Mobile User Acquisition Across Various Channels

Why acquire users?

Volume• App valuation• Analysis• Cross marketing• Store ranking

Profit• App valuation• Positive Cycle• Take Home

DEFINITION & MEASUREMENT

LTV (Life Time Value)The average Value generated by your users over their lifetime

CPI (Cost Per Install) The average direct cost to acquire new users for your app

ROI = LTV / CPI

Positive ROI LTV > CPI

White-Listing

Black-Listing

Campaign Optimization

Strategy

The Marketing Spectrum

CPM CPC CPI CPA

Publisher’s Risk Level

Advertiser’s Risk Level

Choosing the Right Traffic Source

PROS & CONS

Search Network

Display Network

Google Search

Play Store

Brand

Non Brand

Google Search

Play Store

Google Adwords

Facebook & Instagram

Ad Networks

RTB / DSP

THANK YOU!

Ron BrightmanCEO, Performance Revenuesron@performancerevenues.com