This deck is from a webinar that we presented on August 21, 2013 titled The 5 Mobile Advertising Mistakes to Avoid. We discussed some of the leading mobile advertising pitfalls preventing user acquisition growth and higher LTV.

1. 5 MOBILE ADVERTISING
MISTAKESTO AVOID
Andy Schrader – Director of Product Management

2. A few things before we get started…
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3. About Me
! Director of Product Management
! Former Group Product Manager,
Microsoft Advertising
! 10+ years of experience in the
online advertising industry

4. The Mobile Landscape

5. The Mobile Market
! 2013 The year when mobile-connected
devices will exceed the world’s population
! 82.8% The increase in global mobile
advertising revenue from 2011 to 2012.
! $8.9B Total global mobile advertising
revenue in 2012.
! 900,000 The number of apps available
on both Google Play and the App Store.

6. App Economy Growth

7. Global Mobile Traffic
Mobile Traffic as % of Global Internet Traffic =
Growing 1.5x per Year & Likely to Maintain Trajectory or Accelerate
Global Mobile Traffic as % of Total Internet Traffic, 12/08 - 5/13
(with Trendline Projection to 5/15E)e
30%
25%
20%
15%
10%
5%
0%
12/08 12/09 12/10 12/11 12/12 12/13 12/14
0.9%
in 5/09
2.4%
in 5/10
5%
in 5/11
10%
in 5/12
15%
in 5/13
Trendline
%ofInternetTraffic

8. Top Mobile App Challenges
App Discovery
Lifetime Value
Optimizing Performance

9. People spend
more time on
apps than they
do browsing
the web.
1 4
apps never get downloaded
out of
The App Discovery Challenge

10. Gaining a huge quantity
users is not
enoughfor the
savvy mobile marketer
anymore. Downloads
of
do no good if the app
is never opened again.
There is a new
focus on Lifetime
Value or LTV
in the mobile space.
Creating LTV
“
”

11. The state of mobile
app audience
measurement is
definitelybecoming
of in-app
faster growth
advertising revenues.
an impediment to
Optimizing Performance
“
”-Joe Laszlo, IAB

12. FIVE MOBILE ADVERTISING
MISTAKES TO AVOID

13. 1. Failing to target

14. Smart data is a “must”

15. Loyal and engaged users are critical.
Avoid wasted spend with targeted campaigns.

16. 2. Not optimizing across devices

17. iOS vs Android
All mobile devices are not created equal. Create different versions of
Your ads to make sure they render properly across all platforms.

18. Test Creative
Split test your ads to pinpoint the creative that has the highest CTR.

19. Language localization is a key performance
differentiator for advertisers. Our tests have shown
42% increase in CTR and 22% increase in
conversion rate with localized creative.

20. 3. Creating audience saturation

21. Diversification

22. Retargeting is a great tool
when used properly.
Highly Engaged High Spender

23. Who are you going
to include or
exclude from your
campaigns?

24. 4. Missing a post-install plan
Now what?

25. Getting a ton of people to download your app
but never using it again is not beneficial. Attract
non-incentivized downloads with a compelling
post-install plan.

26. App Usage
Registrations
Level-Ups
In-game Purchases
Post-Install
Engagement
is important!
measured by......
can beit

27. 5. No performance measurement

28. Understand Your High LTV Users.
Where They Came From.
What Drives Value & Loyalty.
Then Target Similar Users.

29. Mobile Advertising’s Future
! Targeted
! Dynamic
! Engaging
! Less annoying, more useful

30. Targeted
The “one size fits all” advertising approach doesn’t work anymore

31. Dynamic
Giveing users
personalized
advertisements
based on their
engagement
location increases
immediate value
likes or
by adding

32. Engaging
Users love Video,
Native Ads, and
in-ad game
demos.
These are new
tools advertisers
must take
advantage of.

33. – Apps as ads
– Deals and rewards
Less annoying. More useful.

34. Recap of the 5 Mobile Advertising Mistakes
1. Failing to Hypertarget
2. Not optimizing across devices
3. Creating audience saturation
4. Missing a post-install plan
5. No performance measurement

35. QUESTIONS?