How to Succeedwith Mobile App Promotionon Twitter

Finding Your Way with Twitter MAP

Jo WightmanVP, Product - Social PlatformsJuly 31, 2014

800 CLIENTS 2300 APPS

40 of 502013 TOP GROSSING APPS

World’s leading mobile appmarketing platform

About Fiksu

Over 2.9 Billion DOWNLOADS GENERATED

BostonNorthamptonSan FranciscoLondon

HelsinkiSingaporeTokyoSeoul

App Marketing Ecosystem

Social is one component of a balanced approach.

Traditional/DisplaySocial

Video

RTB Exchanges

Rewards

The Power of App Install Ads

While not the cheapest source, Facebook delivers purchasing users at significantly lower costs when compared to other sources.

Facebook Success Proves Massive Potential for Twitter & Others

Poll

Unique ad unit for

apps

Unique targeting

Intent and

immediacy

The Twitter Opportunity

Active Mobile Users: 211M

Recently announced Q2 results:

• $277M out of total $312M in revenue derived from ad sales

• 81% of that $277M came from Twitter’s mobile ad offering

Twitter’s ONLY Mobile Measurement and Ads API Partner

Why Use Fiksu?

Ads API Partners

Mobile Measurement Partners

Fiksu for Twitter

Acquire app users in volume

Retarget and re-engage

Optimize on LTV

Measure performance

Analyze and Report

Fiksu for Twitter

Mobile App Promotion Fiksu Programmatic Campaign Management Fiksu Optimization Engine

Tailored AudiencesRe-engage & target user segments

Measurement & LTV (MACT)Fiksu SDK

Access all Twitter Mobile Ad Services

Fiksu for Twitter Benefits

Scale at cost effective CPIs Predictable budgets Expand audience via unique

targeting & Tailored Audiences

Target high LTV users Full reach: Twitter + Fiksu =

access to entire ecosystem

Twitter App Card in timeline or search

Opens in app store Opens in app for

existing users

How it works

BASIC LARGE IMAGE VIDEO

Creative Options

Robot Wars @robotwars 3mBuild your army and save the world from evilGreat game app

Robot Wars @robotwars 5mBuild your army and save the world from evil

Robot Wars4.3/5.0 stars - 1,546 ratings

FREE on Google Play

DOWNLOAD

Promoted by Robot Wars

Robot Wars @robotwars 3mBuild your army and save the world from evil

Great game app

FREE on Google Play

Promoted by Robot WarsDOWNLOAD

Download on App Store

*Recommended

Targeting Options

FollowersLeverage brand

advocacy

Look-a-Likes

Find users similar to your followers

InterestsResonate w/ users

through their interests

KeywordsTarget users tweeting specific words/terms

SearchTarget users searching

for specific keywords

LocationNarrow in on

country, state, city or zip

MobileReach users by

device and platform

GenderIncrease relevance

with gender targeting

TailoredTarget specific sets

of users

TVResearch users talking about TV

shows

Tailored Audiences

Upload your lists to create tailored audiences: Mobile advertising

IDs Emails Twitter IDs

Have observed great performance, but need to beware of saturation

over time

Direct to specific page in app

Engage Users with Deep Linking

Re-engagement Promotions Branding

Twitter Auction

Pricing – Cost per App Click

Second price auction

Ads served based on quality score

(historical click rates) and bid price

Use rich images Align tweet copy and image for consistency Highlight app’s value prop Generate a sense of urgency to download Use ALL CAPS to draw attention Experiment with different calls to action The shorter your copy the better!

What Twitter Says

Impressions

Clicks

Conversions

Mobile Measurement for Twitter

Registrations

Purchases

LTV

Fiksu Attribution provides access to the entire mobile ecosystem including ad networks, Facebook, and real time bidding exchanges

Card Engagements

Retweets

Follows

Fiksu Attribution

Performance

Cohort LTV

Twitter Card Engagements

Fiksu Analytics and ReportingInteractive reporting for over 25 KPIs

Track performance across Twitter

& any other media source

Retention Retweets Follows More

Exportable data

Data API

Fiksu MoPub DSP IntegrationIndustry-leading contextual targeting for mobile

“Fiksu is one of our largest, most efficient programmatic partners for in-app and performance marketing..”

— Janae McDonough, Director, Exchange, MoPub

200kPeak

Bids/Second

5BRequests/Day

Top 10%MoPub CTR Rank

Early Results

Twitter CPI vs. Other Sources

*Overall Fiksu client spend month to date

Remember, while a valuable metric, a low CPI doesn’t necessarily

tell the whole story.

For one major QSR chain, Twitter has emerged as the cheapest source

when looking at the cost of several key loyalty metrics across multiple networks.

*Results from Beta period

Case Study: QSR client results

Case Study: Gaming App

Conversion Rate

CPI ARPU%

Registrations

% Purchasers

Twitter 29.78% $1.56 $0.35 52.06% 1.10%

Facebook 29.20% $2.06 $0.16 50.99% 0.83%

Video 81.39% $0.87 $0.30 58.20% 0.31%

Average Revenue per User is actually highest on Twitter, proving it can be an effect source for not only apps, but games as well.

*Worldwide results

Case Study: Financial App

Conversion Rate CPICost Per

Purchaser

Twitter 6.55% $12.04 $255.12

Facebook 10.12% $12.18 $247.18

Video 20.02% $10.20 $914.16

In this case, the client’s key loyalty metric, Cost Per Purchaser, was very similar when looking at Twitter and Facebook, and both were

substantially better than video.

Access all Twitter mobile services – unified, optimized system

Unique mobile expertise Fiksu = Twitter + access to the rest of the

mobile ecosystem MoPub integration and RTB access Leverage mobile audience data

from 900M devices Up to 60% better performance vs.

alternate sources*

The Fiksu Difference

* Data based on performance during beta test

Want to talk?jo@fiksu.comwww.fiksu.com @fiksu

Thank You! Learn more: fiksu.com/ebooks