Micah Adler, Founder & CEO, Fiksu

1. Mobile-izing the Masses:
App Acquisition Strategy,
Attribution & Performance
Optimization
Micah Adler
Founder and CEO

2. 800CLIENTS 2500APPS
40 of 502013 TOP GROSSING APPS
World’s leading mobile marketing
platform
About Fiksu
Nearly 3 BillionDOWNLOADS GENERATED
Boston
Northampton
San Francisco
London
Helsinki
Singapore
Tokyo
Seoul
Micah Adler @MicahAdler

3. The Opportunities

4. $100B Mobile App Economy
Digital media consumption:
51% from mobile apps
9% from other mobile
40% from desktop
Consumers now spend
more time on mobile than
on TV
$700 billion
in revenue will
be generated
by mobile apps
in 2017Apple and Google
Play app store
downloads
topped 102 billion
in 2013
Mobile: over 50%
of transactions on
Amazon, Gilt,
Groupon, and more;
75% of Facebook
and Twitter usage
2B smartphones
expected to ship
in 2014 – vs.
300M PCs
2013 mobile app
revenue Fiksu
estimate:
$38 B
Gartner – Dec 2013ABI Research, March 2013 Various GARTNER – Sept 2013 Digi-Capital
Micah Adler @MicahAdler

5. Mobile Apps – Strategic Advantages
Multi-event marketing
Pre-download
• Impression, click, App Store landing page >>> download
Post-download
• Persistent device presence
• Immersive in-app experience & engagement
• Ongoing push notifications
Overall
• Undervalued
• Consumer-preferred
• Growing
Micah Adler @MicahAdler

6. The Challenges

7. Mobile is different from the desktop
§ And it isn’t the size of the screen!
§ Mobile is an operating system
- This is why apps dominate
- Data is handled very differently in mobile
• Desktop-like cookies don’t exist
• IDs galore
• Attribution is challenging
§ Desktop: client side data; Mobile: server side data
- Desktop players haven’t made transition to mobile
- Requires rewriting entire technology stack

8. Complicated Mobile Ecosystem
Micah Adler @MicahAdler

9. Specific Challenges
• Attribution
• Data
• Media access
• Programmatic media access
• Performance optimization
• Analytics
Micah Adler @MicahAdler

10. Getting loyal users is more expensive than ever before.
Increasing Costs
Micah Adler @MicahAdler

11. The Strategies

12. Plan First
The big question: “How to succeed?”
• Tracking – not as easy as desktop
• Metrics matter – measure loyalty (i.e. registrations, purchases), not
just downloads
• Success comes from using a wide range of channels
• It isn’t just about cost: tradeoff between cost and volume
• Your rank has an impact
• Newer channels like Facebook and Twitter are playing a large role
Micah Adler @MicahAdler

13. Start with Measurement
Use an SDK that supports all forms of attribution
in one turnkey, easy-to-use solution.
§ Starting point for any performance based
campaign
§ Provides measurement and tracking every
step of the way across the entire ecosystem
- Click to install to retention to monetization
§ Identifies which strategies are most
effective to drive optimization
Micah Adler @MicahAdler

14. Expand Reach Across All Mobile Media Channels
Traditional/DisplaySocial
Video
RTB
Exchanges
Rewards
Micah Adler @MicahAdler

15. React to Changing Media Landscape
Change is Rapid
§ Share can change
virtually overnight
Need to be nimble
§ Able to shift media
spend rapidly to find
the best traffic
sources for your
app
Change
Continues
§ Need to respond
quickly, test new
sources (i.e.
Twitter MAP)
Fiksu’s media allocation since inception
Micah Adler @MicahAdler

16. Top Channel: Facebook
• Audience size (1.3B+ users on mobile)
• Dedicated ad unit for apps
- UA, retargeting and re-engagement
- Vast array of segmentation opportunities
• Programmatic access and
measurement
• And now, off Facebook as well
Micah Adler @MicahAdler

17. Newest Channel: Twitter
• 75% of users on mobile
• Newly introduced, dedicated ad unit
for apps
• Targeting based on real time interests
• Tailored audiences
• Programmatic access and measurement
Micah Adler @MicahAdler

18. Optimize performance on LTV Metrics
Optimize on key long-term value metrics for lower-
cost, higher-quality users that take actions tied to
your ROI.
This depends on your business but can include:
§ Registrations
§ Purchases
§ Repeat visits
Micah Adler @MicahAdler

19. Programmatically Optimize in Real Time
Micah Adler @MicahAdler

20. § Revive lapsed users
§ Segment existing users to drive specific behaviors
§ Deep link direct to action point in app
§ Cross-channel promotion
§ Lower costs compared to new
user acquisition
§ Key: use your data!
Re-engage & Retarget
Micah Adler @MicahAdler

21. Mobile event data infrastructure
§ 350 billion marketing events per month
§ Both pre- and post-install
§ Fiksu receives 5% of iOS launches worldwide
Fiksu Data Store
§ 450 million unique iOS device profiles
- 65% of all iOS devices ever sold
§ 400 million unique Android device profiles
- 40% of all active Android devices
Partner to Gain Expertise, Programmatic Access & Data
Monthly Marketing Events
Captured
Micah Adler @MicahAdler

22. Case Studies

23. CASE STUDY:
Quick Service Restaurant Chain
§ Sustained program to establish a mobile
presence for its brand supporting
10,000 locations worldwide
§ Overall Rank: from 120 to 18
§ Downloads: from 3k/day to 30k/day
§ 6.7M app engagements
§ Cost per download: $.33
§ Cost per loyal user: $.82
§ Cost per app engagement: $0.07
750M pre-download
impressions
Plus: benefit of
pervasive on-device
presence
Micah Adler @MicahAdler

24. • Partnered with Fiksu for launch
• Needed critical mass of users to support
viral effects
• Used video, banner, RTB, and more
• 5.5M users within 1 month of launch
• CPIs around $1
“Our marketing
partnership with Fiksu
gave us the promotional
boost we needed to not
only succeed but to
dominate the games
app category.”
— Neal Ostrov, CMO,
Plain Vanilla Games
CASE STUDY:
Quiz Up
Micah Adler @MicahAdler

25. • Started Facebook campaigns in-house,
challenged by scaling and maintaining
• Fiksu doubled volume while reducing
CPIs 20%
• Able to take advantage of seasonality
with increased spend
“In the five months
we’ve worked with
Fiksu, our business has
increased by 70%.”
— Alex
Oliveira,
StoryTree
CASE STUDY:
SimplePrints by StoryTree
Micah Adler @MicahAdler

26. sales@fiksu.com
www.fiksu.com
@MicahAdler
@Fiksu
Thank You!
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