Seven Tactics for Driving User Acquisition This Holiday SeasonJamie Fellows, Chief Product Officer

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About Jamie

Appia’s Chief Product OfficerFormer SVP of Product at

Millennial Media and VP of Product Management at AOL and Advertising.com

Passionate about working with technology to develop products that can evolve and scale a business

Focused on driving Appia’s business growth through product development and management

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Table of Contents

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The App Store Freeze

2012 Holiday Statistics

7 Tactics for Driving User Acquisition This Holiday Season

The Upcoming Holiday Season

The Upcoming Holiday Season…

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Hanukkah

BeginsThanksgiving

Black

Friday

Cyber

Monday

New Years

Eve

Christmas

Kwanzaa

Begins

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If your app has seasonality, make sure to plan for boost campaigns during your busy seasons.

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Thanksgiving is a great time for apps focused on cooking & organization

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Black Friday is no longer just for brick and mortar stores - it has truly become a multichannel shopping event.

58% of people used

mobile and 41% used tablets

to hunt for bargains on Black Friday

last year.

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New Years is a popular time for organization apps, fitness apps, and other apps to help people keep those New Years Resolutions

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App Stores go into a week-long freeze in December andwon’t accept any new apps or updates until after the holidays.

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The Top Charts also go into lock-down in

December. Apps that are ranked at the top of the charts will get great exposure during the freeze, which is one of the busiest times of the

year for app downloads.

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Last year, mobile shoppers kicked off the holiday shopping season with huge sales…

$

$

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On Black Friday, ad clicks from smartphones were up 61% while clicks from tablets were up more than 100%

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43% of U.S. adults admitted to participating in “showrooming” according to a November 2012 poll from Harris Interactive.

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2013 will be the year of mobile for Europe—68 percent year-over-year increase from last year is expected in mobile online sales

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Timing

Mobile is agile, so you still have time!

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Tip: Try to have your creative prepped and launched at least 2-3 weeks ahead of the next big holiday.

Timing

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As soon as the holiday is over, make sure to take the campaigns down! Nothing is worse than seeing Halloween ads 2 weeks after the candy is long gone!

Holiday Themed Content

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Targeting

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Offer mobile coupons to increase user engagement

One half of all local searches are done on mobile

Target high-traffic shopping areas or specific, relevant storefronts

29% of users are open to scanning a mobile tag to get coupons

Pre-Holiday Boost Campaign

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Rocket ship – Stephanie will find

Advertising costs skyrocket leading up to the holidays so be prepared. Buying on a CPI basis will help limit your risk.

During the Freeze

Employees are off work, kids are out of school, and they’re spending more time on their mobile devices engaged in longer sessions.

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Higher volume of active users mean increased

clicks, installs, and in turn, revenue

Take Advantage of All the New Devices

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Christmas Day is the largest device activation day of the year

17.4 million phones and tablets were activated on

December 25, 2012

Post-Freeze Campaigns

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Competition typically decreases in January, so there will be more inventory available. Be ready to kick up your campaigns to

take advantage of the post-holiday traffic,

which stays elevated in January.

Recap

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Take Advantage of All the New Devices

Pre-Holiday Boost Campaigns

Targeting

Efforts During the Freeze

Holiday-Themed Content

Timing

Post-Freeze Campaigns

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Questions?