Как технология RTB поможет в продвижении мобильных игр -- Артем Макаров, Business Development Russia, Trademob (White Nights: Mobile Games Conference http://www.wnconf.com/ru
2. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Inefficiencies in the Mobile Games Advertising Market
Comparing 2011 and 2012 game facts from the US
0%
5%
10%
15%
20%
25%
PC/Mac Consoles Mobile
devices
MMOs Casual Social
2011
2012
Time spent on Games
+4%
+26%
Year Growth
Money spent on Games
+1%
+1%
Year Growth
Source: newzoo.com
0%
10%
20%
30%
40%
PC/Mac Consoles Mobile
devices
MMOs Casual Social
2011
2012
3. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problems:
New gamers engagement
Heavy gamers maximization
More than 423,700,000 active gamers globally
5. Multiple ad networks, complicated tracking & opaque reporting need a lot of time,
money and effort to handle
Is new gamers engagement easy?
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Your Daily Routine as Mobile Advertiser
More ad
networks…
SDK
Integration
SDK
Integration
SDK
Integration
SDK
Integration
CPC CPI CPA
0,07 1,50 ?
CPC CPI CPA
0,07 ? ?
CPC CPI CPA
0,07 ? ?
CPC CPI CPA
0,07 2,00 ?
More
SDKs…
More reporting
dashboards
INSTALLS
COST PER USER
Steps to
advertise an
app
Many tracking SDKs
necessary
Unclear
tracking &
reporting
No optimization
Fragmented
market
7. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problem 1
New gamers engagement
8. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
App discovery: A challenge for marketers
Your app competes with over 800,000 other apps in the App Store
The top 1% of apps
get 50% of
downloads. 60% of
apps don’t get
downloaded at all.
53% of app
downloaders learned
about the app through
a search in the App
Store.
50% of App Store
browsers go straight
to the Top Charts.
9. App discovery: a high ranking is key…
... to stand out from the other 800,000 apps in the App Store
smartBoost in a nutshell:
• smartBoost is an iOS push campaign
designed to boost the App Store ranking of
your app.
• A smartBoost campaign lasts 3-7 days and
will generate thousands of downloads for
your app.
• Tracking of paid and organic downloads.
• smartBoost is available in 34 countries
worldwide.
10. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Investment volume
Paid downloads
Ranking
Organic downloads
2. Pre-flight testing 3. Executed boost
4. Long-term strategy/
after-burn effect
Smaller investments across ad
networks and media partners to
identify best performing traffic
sources and publishers.
High investment in ad networks,
recommendation apps and special
media partners during 72 hours with
peak on third day. Ranking &
downloads are tracked in realtime
and budget allocation is adjusted to
achieve volume targets.
1. Planning
Detailed campaign planning:
• Budget
• Countries
• Timing
• Suppliers used
• Special placements
Continued medium and smaller
investments in ad networks to
keep momentum of high ranking
and maximize organic
downloads.
5. Tracking of paid and organic downloads, monitoring of results & identification of ROI-maximizing rank
Days Weeks
1 2 3 4 5 6 7 2 3 4 5 6 7 8 9
How smartBoost works
Planned and well syndicated boost campaign across many traffic partners
11. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
We think long-term:
• Subsequent, smaller investments keep your app visible for several days
• Leverage the full potential of your campaign and maximize organic downloads
• Analysis of achieved bought and organic users in real time
• Analyze the exact ROI for your campaign and identify the best App Store charts
ranking for your needs
To get to the top,
your costs will grow
exponentially. So,
you need to analyze
results & identify the
best spot for your
app.
What makes smartBoost smart
12. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Detailed campaign data and sophisticated optimization for maximum results
CPIwithoutoptimization
Adnetwork-leveloptimization
Publisher-level
optimization
Campaign-
parameter-level
optimization
Multi-level campaign
optimization eliminates
inefficient ad spend and
investment in useless or
fraudulent clicks.
Level 1 Level 2 Level 3 Level 4
Clickfraud&uselessclick
prevention
Level 5
Overall CPI
reduction of
70% on average.
Recap: optimization during pre-flight test
13. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
App Store ranking boost campaign for iOS in 18 countries
Case Example
Aim: Achieve high charts ranking
App model: Free
# Countries: 18
Platform: iOS
Time: 2 weeks
Vertical: Game
Total Budget: 62,485 €
14. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Development of App Store charts ranking visualized for 5 countries of boost
Campaign results: top rank in 18 countries
Mexico
GermanySpain
Canada Before: 45 After: 5
Before: 41 After: 1
Before: 39 After: 2
Before: 43 After: 3
Brazil
Before: 18 After: 1
15. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Well planned & executed boost in 18 countries generated >270,000 new users
Campaign summary
Countries: 18
Budget: 62,485 €
Ranking achieved: 1 (x14)
2 (x1)
3 (x1)
5 (x2)
Total # Clicks: 578,436
eCPC: € 0.11
# Installs: 161,306
CPI: € 0.39
# Organic installs: 112.914
# Total installs: 274,220
Effective CPI : € 0.23
16. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problem 2
Heavy gamers engagement
17. Heavy gamers
The golden users many games owners dream of
• Returning, engaged users.
• Often account for a large
proportion of overall in-app
revenue.
• Typical user group for a
gaming app.
• “Golden users”.
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
18. Heavy gamers: the key to success
Small user group accounts for majority of in-app revenue
30%
15%
55%
Medium
gamers
Heavy
gamers
Low
gamers
60%
30%
10%
Revenue split by user groupUser groups based on retention rate
Medium
gamers
Low
gamers
Heavy
gamers
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
30%
15%
55%
20. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
The mobile RTB process
Supply-Side
Platform
(SSP)
1. Ad request 2. Bid request
Demand-Side
Platform #1
(DSP) € 0
DSP #2
€ 1
DSP #3
€ 0.75
DSP #4
€ 2
3. Bids
5. Ad call
IMPRESSION
4. Winning ad code
6. Ad serve @ €1 CPM
User :
Male, 20 yo, DE,
interested in
games and travel
apps
Publisher, e.g.
Angry Birds, with
available
impression
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
In 6 easy steps; all in less than 100ms
21. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
How RTB helps marketers on a daily basis?
Technology in a Real Life
RTBAudience
Targeting
Re-Marketing
Ø REACTIVATE client users with low
activity
Ø Drive users to COMPLETE abandoned
transactions on mobile Web or in-App
Ø PROMOTE the best offers to most active
users
Ø Target NEW USERS by blacklisting
existing users
Ø INTEREST GROUP TARGETING: target
relevant interest groups
Ø AUTOMATIC PERFORMANCE
OPTIMIZATION (CPI) by using machine
learning tools
23. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Push users down the sales funnel and maximize engagement and monetization
Fuel your heavy user base
Increase
ARPU by up
to 200%
Re-Engage
70-90% of your
untapped user
base
24. Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Three steps to maximize heavy users
The perfect trio for maximizing your game marketing success
iOS
smartBoost
Trust our expertise:
260 - smartBoost campaigns
230 - Times we’ve pushed an app into the
top 25
34 - Countries we’ve run a smartBoost
campaign
0 - Unhappy clients
• Gain high volumes of gamers with mobile
RTB performance advertising
• Maximize ROI with Audience targeting
and Re-Marketing
• Benefit from up to 70% lower user
acquisition costs (CPI)
• Re-Engage 70-90% of your untapped
user base
Engage new gamers with
smartBoost
Mobile RTB - target your
key audience
• Get 100% transparent tracking for your
mobile app marketing
• Monitor your custom user actions, CLV &
campaign ROI
• Receive detailed reporting via dashboard
or raw data export
• Use the Analytics for free
Accurate Mobile
Marketing Analytics