Future of measurement: 5 things you will see more of in 2016 when it comes to attribution analytics!
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IAB UK asked us to think about the Future of Measurement... We have compiled 5 things we believe one will see more of in 2016 when it comes to mobile marketing measurement. If you would like the slides complete with notes, please email me!
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Future of measurement: 5 things you will see more of in 2016 when it comes to attribution analytics!
- 1. Tuesday 1st December 2015 The Future of Mobile Measurement
- 2. Agenda ● About TUNE ● 8 years ago…. ● The Future of Mobile Measurement ● Takeaways
- 3. About TUNE ● Headquartered in Seattle, WA with over 300 employees worldwide. ● TUNE was bootstrapped for the first three years and profitable. Fiscal responsibility is in our DNA, and we believe our customer relationships should be partnerships. ● TUNE is known for customer service. We have 98% customer satisfaction ratings across products. ● The only software as a service provider in mobile that builds technology to support both marketers and their partners (ad networks, agencies, publishers) ● Funded by Tier 1 Venture Capital Firms, Accel Partners, Icon Ventures
- 4. Marketers trust TUNE to power results
- 5. $4.6B+ OF APP REVENUE WILL BE PRODUCED IN 2015 105% GROWTH IN MOBILE AD REVENUE IN 2014 30% OF 2014’S MOBILE AD SPEND WAS SPENT ON APP INSTALL ADS 76% GROWTH IN APP USAGE IN 2014 The Mobile opportunity is massive (and still growing) Source: Flurry Analytics, eMarketer, Business Insider Intelligence
- 6. The Future of Mobile Measurement: 5 things you will see more of in 2016
- 7. 100th Month of Smartphone
- 8. #1
- 9. Cross Device & Cross Channel Get Better
- 10. Cross Device & Cross Channel Gets Better
- 11. #2
- 13. More Market Consolidation YP > Sense Networks Facebook > Little Eye Labs Sungy > Mobile GetJar Apple > Burstly Adknowledge > Giant Media Unity > Applifier Lotame > Admobius Unity > Playnomics Opera > Apprupt Unified > Awe.sm App Annie > Distimo Microsoft > Capptain Appnext > AppHome Alibaba > UCWeb Amobee > Adconion Amobee > Kontera Opera > AdColony Google > Appurify Facebook > Pryte Perion > Grow Mobile Twitter > TapCommerce Twitter > Namo Media Adknowledge > TriVu Media Yahoo > RayV Twitter > CardSpring Facebook > LiveRail Yahoo! > Flurry Marimedia > Taptica Palantir > Propeller iQU > HoneyTracks TUNE > MobileDevHQ Rocket Fuel > [x+1] Beanstock > Media Onswipe Tapjoy > 5Rocks YouTube > Directr Telco Ooyala XLMedia DUA-UP Kenshoo Adquant Millenial Media Nexage Science Inc. > PlayHaven Quantcast > Struq Ooyala > Videoplaza Matomy Media > MobFox Brickstream > Nomi AppLovin > Moboqo Yahoo! > BrightRoll Groupon > Swarm Mobile Merkle > 500friends Opera > AdVine 50+Over 50 acquisitions in 2014 specific to mobile advertising! “Marketing service providers are seeing that the promised future of an ideal & complete solution is much closer to reality” Changsu Lee, VP of Publisher Analytics & Insights, Tapjoy (formerly 5Rocks)
- 14. #3
- 15. Deep linking becomes standard
- 16. Deep linking becomes standard
- 17. #4
- 18. The end of last-click attribution?
- 19. “The reality is that the ‘customer journey’ is a crazy zig-zag of data points, and marketers really don’t know which ones are influential and which are not — making it hard to allocate future marketing spend.” John Koetsier- VentureBeat VP of Research, 2015 The end of last-click attribution?
- 20. #5
- 21. Calculating ROI becomes easier
- 22. Calculating ROI becomes easier
- 23. Take away points for 2016 ● Cross-device and Cross-channel measurement gets better ● More market consolidations in perspective ● Deep-Linking becomes a standard ● Multi-touch attribution on the rise ● Mobile advertising standards
- 24. Prepared by TUNE, Inc. Sales Team ©2015 Tune, Inc. | All rights reserved Jean-Vincent 'JV' Chardon TUNE | London +44 7951 102 541 JV@tune.com @JVChardon
Hinweis der Redaktion
- Today we’re going to talk about:
- First, a bit about TUNE. [Read slide text] What you need to know is that TUNE’s goal as a company is to make mobile marketing better for everyone- for marketers, for publishers and DSPs, and for their partners.
- Some of the world’s biggest and most successful brands already work with TUNE, brands like [list brands most relevant to your pitch] and they’ve trusted us to power their marketing results.
- So what does TUNE provide to it’s clients? Well, the mobile opportunity is massive: [Read stat] App usage is still growing like crazy- apps are not going away. [Read stat] More and more ad spend is being pushed to mobile; developers are spending big bucks on acquisition, yet most are still using CPI methods. There’s a ton of room for optimization. [Read stat] The amount of revenue produced from app users is massive and a result of successful acquisition. The more effectively you acquire users, the more revenue you make. [Read stat] More and more of mobile’s ad spend is dedicated to driving acquisition of app users. It’s critical to smartly spend this marketing money. Bottom line – it’s still early in the market and mobile marketing is a critical battle field that must be won. However, successfully navigating this opportunity requires partnership with an expert- an expert with industry leading technology, ease of use, and client service.
- Other presenters will share what they predict will happen for specific channels such as video or programmatic. What is certain is that whatever you do, it WILL need to be measured
- The first generation iPhone was released on June 29, 2007 > https://en.wikipedia.org/wiki/Iphone IAB 8 years ago > http://www.iabuk.net/news/apps-the-future-of-mobile Was it April or December? Mobile apps are more important than mobile sites? By the beginning of the debate, 58% opposed the motion By the end of the debate, 87% opposed the motion Also, no mention of Android
- Other presenters will share what they predict will happen for specific channels such as video or programmatic. What is certain is that whatever you do, it WILL need to be measured
- Moving with how people work & live today (multiple devices) cross device and cross channel measurement will be a hot subject in 2016 Some advertiser kind of manage when the users are logged, using the unique user name or email to recognize users across multiple screens But it’s still a partial view overall, particularly when thinking about getting THAT single consolidated view of the customer journey The stake is high with all that means in terms of: Attribution analytics across channel Building the most effective marketing campaigns Ultimately, better understanding of digital ROI will lead to improved media mix
- According to a recent report by Forrester (The Forrester Wave: Digital Experience Platforms Q4 2015 The most advanced companies in that field include Adobe, SalesForce, Oracle, IBM, etc. According to Adobe, only 21% of businesses are using an attribution model that accounts for each touch point While 38% don’t use an attribution model at all… how do you know what’s working? Adobe UK Marketing Podcast (18’15’’): 10 Ways Cross Channel Is Not Rocket Science
- Other presenters will share what they predict will happen for specific channels such as video or programmatic. What is certain is that whatever you do, it WILL need to be measured
- We have all seen the VentureBeat MarTech Universe, before… Here is most recent version released this summer: 1,461 Now let’s zoom on the mobile success landscape one, designed by John Koetsier and published around the same time. It’s now 242 companies spanning 5 categories from API services to Engagement to Development to UA to Analytics ANALYTICS has Captured most of it with $582 Mio investment, that is almost 25% of all investment in mobile marketing companies this year
- Mobile marketing itself is still very fragmented (TUNE only has close to 1,000 integrated partners) So there is room for more consolidations of inventories, services and technologies (2014 = 50+ acquisitions) Source: www.tune.com/blog/mobile-marketing-industry-consolidation/ The number of acquisitions in 2014 specific to mobile marketing was over 50! We haven’t got the final count yet for 2015 but chances are this is on a par with last year - Millennial Media (AOL) - Appsfire (Mobile Network Group) - Loop (Samsung) - MobPartner (Cheetah Mobile) - Appoxee (Teradata) - Tropo (Cisco Systems) - TapCrowd (etouches) (mobile engagement/marketing automation) - Pixate (Google) - Artisan Mobile (hey, that’s TUNE) - Agawi (Google) - Vessel (Marketo) - Appiterate (Flipkart) - Maxymiser (Oracle) - Supersonic (IronSource) - Splitforce (Localytics) (app A/B testing) - Medialets (WPP) (ad platform, includes measurement) - HockeyApp (Miicrosoft in Dec. 2014) - ActionX (Xaxis) - Skava (Infosys) (m-commerce) - Appsfire (Mobile Network Group) (mobile app marketing, re-engagement) - Chango (Rubicon Project) (programmatic ad platform) - SmartAdServer (Cathay Capital Private) - Locaid (LocationSmart) - StrikeAd (Sizmek) - Shopmium (Quotient Technology) - HipCricket (ESW Capital) (mobile engagement, marketing automation) - Converser (Swrve) - Pikato (RetailNext)
- Other presenters will share what they predict will happen for specific channels such as video or programmatic. What is certain is that whatever you do, it WILL need to be measured
- Both Google & Apple are supporting deep linking for apps… As well as Facebook but let’s not get into that for now Google wants Search to remain relevant Apple to keep people in its app store. More importantly, deep linking improves user experience when navigating from web2app and from app2app Google: 50% of all searches are now performed from a mobile device >>> app indexing - allows apps to come up in Search results >>> app stream – allows app content to display without app being installed Apple: >>> universal search allows app content to come up >>> Siri is more intelligent and can look into apps
- Deep linking impact on mobile? Marketing >>>> tightens the funnel Measurement >>> deferred deep linking DEFFERRED DEEPLINKING?
- Other presenters will share what they predict will happen for specific channels such as video or programmatic. What is certain is that whatever you do, it WILL need to be measured
- This year in mobile has seen the apparition of certain trends: - Fuelled by the arrival en masse of brands + development of mobile programmatic, mobile display grew 60% year on year - Within that, video ads grew the most with 100% growth year on year and that will probably continue! (source IAB / PwC Digital Adspend H1 2015) The practical consequences for measurements are still being felt: Most Ad Networks & Attribution analytics solutions now allow impression measurements (@ TUNE we’re the only one to measure video views by quartiles 25%, 50%, 75% or 100%. Some attribution analytics solutions already offer view-through conversions measurement and with that come the generalisation of multi touch reporting, showing all touch points within the mobile channel So will 2016 be the end of last click attribution? Probably not, because this is how advertisers know who to pay & when but the media budget optimisation will be based on a more accurate picture than that of last-click. Also, with rising cost of paid media, advertisers will want to understand growth as a whole, between paid, owned and earned & relation between each For that, mobile marketers need a multi-channel solution. The end goal of a marketer is to create new paying customers while keeping existing paying customers. But a prospect has several ways of becoming a paying customer and the process from exploration to conversion involves several steps, across multiple screens, over a long period of time. The problem is that each type of media you employ in your app marketing campaign has a different install cost and customer LTV; furthermore these channels influence one another For example, TUNE’s research shows a single paid install can drive an incremental 1.5 organic installs by driving higher app store search results for your app.
- So will 2016 be the end of last click attribution? Probably not, because this is how advertisers know who to pay, but the media budget optimisation will be based on a more subtle picture than that of last-click. Also, with rising cost of paid media, advertisers will want to understand growth as a whole, between paid, owned and earned & relation between each For that, mobile marketers need a multi-channel solution. TMC allows advertisers to have a holistic view of all installs across all channels, from paid media, to owned and earned: - PAID: Attribution Analytics (formerly MobileAppTracking) - EARNED: App Store Analytics (formerly MobileDevHQ) - OWNED: Cross-Promo (formerly AppAlliance) + - RETENTION: In-App Marketing (formerly Artisan Mobile) is an in-app analytics / in-app messaging automation tool These are some of the “cards” that are immediately when you log into the TMC- you can see your data like paid and organic marketing channel revenue, your app’s ratings and reviews, your app’s keyword rankings by app store category, top partners for driving revenue and installs, and active users, all easily visualized to uncover actionable insight. The end goal of a marketer is to create new paying customers while keeping existing paying customers. But a prospect has several ways of becoming a paying customer and the process from exploration to conversion involves several steps, across multiple screens, over a long period of time. The problem is that each type of media you employ in your app marketing campaign has a different install cost and customer LTV; furthermore these channels influence one another For example, TUNE’s research shows a single paid install can drive an incremental 1.5 organic installs by driving higher app store search results for your app.
- Other presenters will share what they predict will happen for specific channels such as video or programmatic. What is certain is that whatever you do, it WILL need to be measured
- Trend: most mobile advertising is bought programmatically or via bidded-for inventories or both! There are also a lot of overlapping propositions with multiple partners tapping into the same inventory sources (source: http://blog.imonomy.com/programmatic-advertising-in-a-nutshell-part-one/)
- Most mobile marketers spend a lot of time reconciling the data from multiple platforms and 2016 could be the year where we see more transparency in the industry when it comes to cost data TUNE Certified Partner Program to set standards for mobile advertising and dynamic costs is one of the key elements (source: http://www.tune.com/blog/introducing-the-tune-certified-partner-program/)
- The TMC offers a tiered pricing structure based on active user volume to align the platform’s objectives with mobile marketers’ goals. While other mobile marketing products are typically priced based on volume of events (clicks, installs, etc.) that may not lead to conversion or acquisition, the TMC’s pricing is based on the metric app developers most care about: active users who have a LTV. This means you can track as many events as you want without cost while paying only for active users. As well, active users are easier and more transparent to predict, leading to more manageable costs. The bottom line is TUNE does well when your apps do well.