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See the presentation we gave at our talk on analytics and app monetization.
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Largest Mobile Ad Exchange
App or Treat
Analytics
Agenda
2Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
Largest Mobile Ad Exchange
Largest Mobile Ad Exchange
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc. 3
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)
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
Largest Mobile Ad Exchange
Data Aggregation – Technical Insights
Analytics
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- Crash Reporting- Application Optimization- User/Device/Connection
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
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
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
Analytics - Business Process
14Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
Demo
15Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
Thank You
16
[email protected]/mobclixwww.mobclix.com
Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
