Fiksu presentation at App Promotion Summit: Optimizing Around KPIs July 2013

Benjamin Hansz, EMEA Regional Manager, Fiksu 11 July 2013

Buying Mobile AdverAsing How to Op(mise an App Promo(on Campaign Around Your Key Performance Indicators

HIGH PERFORMANCE MOBILE APP MARKETING PLATFORM

OpAmisaAon layer for the enAre mobile ecosystem •  Turnkey integraAon to all relevant sources of downloads

•  Access world’s largest mobile media inventory •  Intelligent algorithms opAmise performance •  Industry leader in app markeAng aRribuAon and analyAcs

Fiksu clients: •  100s of top Aer app brands use the Fiksu plaTorm •  Cost-‐effecAvely obtain large volumes of loyal users •  Get up to speed quickly; keep up with the fast moving mobile ecosystem

Finding the Best Performing Traffic Sources

Complex App MarkeAng Ecosystem

1.7M Apps in the App Store

and Google Play

15K New apps per week

200+ Mobile ad networks

Source: LUMA Partners

Mobile Ad Traffic Sources

Non-‐Incent Networks & Aggregators Social

Publisher Direct

RTB Exchanges

IncenAvised

The good news: there are over 200 mobile ad traffic sources The bad news: there are over 200 mobile ad traffic sources

The key is to find the right mix

Integrate and OpAmise •  Be_ng too heavily on any one or two

mobile adverAsing methods is risky •  Success hinges on effecAve use of a range

of traffic sources: –  reach your largest potenAal audience –  realize the lowest-‐possible acquisiAon cost –  protect your app from audience saturaAon

•  Test, test, test •  Measure everything across all sources

TargeAng Loyal Users based on your

Key Performance Indicators

Target Loyal Users •  Beyond the download:

those most likely to moneAse – at scale

•  Based on your key performance indicators –  Repeat usage –  In-‐app purchases –  RegistraAons –  Sale of physical goods

•  Average cost to acquire loyal user: £.80 – £1.00* *Fiksu Index: measures loyal user as someone who open an app 3x or more

Media Impressions

Conversions

Loyal Users

App Launches Purchases RegistraDons Social Sharing

INSTALL APP

The Growing OpportuniAes Using

Social Ad Units

So What are the OpAons in Social? Network Ad Unit Performance

•  Mobile App Installs •  Sponsored Stories

•  Mobile App Ad Unit very effecAve at driving volume and performance but requires very acAve management

•  Sponsored Stories found to be less effecAve

•  TwiRer Cards (coming soon) •  Deep linking (coming soon) •  Promoted Tweets •  Celebrity Tweets

•  TwiRer Card allows users to browse details of app before downloading •  Deep linking gives opAon to either download app or open at a specific place

(already installed)

•  Sponsored stories

•  Launched Apr 29th

•  None •  Focus on sponsored content not app installs (ex : company sponsoring the release of a white paper)

•  Have released an ad API (CPL focus) and are building the infrastructure but no Ametable

•  Promoted updates (e.g. locally focused for shops)

•  No ability to track performance adverAsing. Raised £33 million April 2013 to boost mobile adverAsing

•  Focus on funneling traffic into exchanges

•  None •  No ability to track performance adverAsing

Facebook: the Opportunity •  Audience size (1.1B, 751M on mobile) •  Mobile usage now 75% of MAU •  Mobile-‐only MAU is 10%+ of total users •  Mobile is now 30% of total ad revenue

Facebook’s Mobile Monthly AcAve Users (MAU) in millions

Source: Facebook

Facebook ad unit

•  App-‐specific ad unit •  Links directly to the App Store •  Appears in mobile newsfeed •  SegmentaAon opAons

To maximise this opportunity, marketers must measure downloads and loyal usage acAons.

Your choice is to build it yourself – or work with a Facebook-‐integrated aRribuAon and opAmisaAon partner like Fiksu.

TargeAng OpAons •  Demographics: region, age, gender,

relaAonship status, educaAon, new job, new home, expecAng, just moved…

•  Interest opDons: sports, music, brands, interests, technology…

•  Facebook presence: target (or exclude) those who like your page, for example

•  Custom audiences: emails, Facebook IDs, or phone numbers can be targeted or excluded •  Migrate exisAng customers

•  In any combinaAon

What’s Performance Like? •  Every app has a personality

–  For some, Facebook is one of the top sources of traffic –  For others it’s less efficient than exisAng channels –  That’s precisely why you have to test

•  In aggregate, CTRs and conversion rates are much higher than typical networks

•  You won’t know unAl you try – but you should definitely try

Fiksu Findings Facebook Mobile App Install unit now a Top 10 Ad Network for Fiksu •  Launched in Feb 2013 and rapid adopAon since then •  Fully aRributable network with great loyalty •  High volume and CPI potenAal of £.75 -‐ £2.25

However, this source requires very acAve management to sustain •  SaturaDon – Performance worsens quickly aqer the ad is displayed a second Ame or the ad

tries to reach users with low online engagement •  Young Audiences -‐ Highly engaged users skew performance in favor of younger audiences •  Metrics -‐ Overly broad conversion claiming makes comparing with other networks

challenging

Case study: Photo/Video Sharing App •  Launched Facebook campaign driving 10k installs/day out of the gate

–  Targeted at US, Brazil, Spain & France –  Set up 7632 audiences in first week –  Massive skew to female gender and younger ages

•  Good results sustained for 10 days aqer launch –  Cost per Install £0.70 -‐ £1.00 CPI, 25% conversion rate –  Returning Usage: 74% matched organic downloads –  InternaAonal Reach: Lower costs and higher volume than any other source in Brazil,

Spain & France •  Client scaled back campaign because they needed to upgrade

server capacity!

[email protected] www.fiksu.com @fiksu

Thank You!

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Fiksu presentation at App Promotion Summit: Optimizing Around KPIs July 2013