Fiksu presentation at AppConext: User Acquisition and Discovery-Why a Cohesive Approach Provides the Best Results
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Christian Galvin presents on best practices for user acquisition and discovery for mobile apps. He discusses the large opportunities in the growing $100 billion mobile app economy but also the challenges of competing in an app store with over 1.8 million apps. Galvin advocates taking a strategic and cohesive approach to user acquisition that incorporates organic and paid user discovery methods and leverages data to optimize performance.
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Fiksu presentation at AppConext: User Acquisition and Discovery-Why a Cohesive Approach Provides the Best Results
- 1. User Acquisi5on & Discovery – Why a cohesive approach provides the best results Chris&an Galvin – US Sales Director, Mobile Apps October 24, 2013
- 2. Chris5an Galvin US Sales Director, Mobile Apps Fiksu, Inc. @5xlist @fiksu
- 3. About Fiksu 500 1800 CLIENTS 300% YEAR OVER YEAR GROWTH 200 3 PEOPLE APPS CONTINENTS Global Footprint: 8 worldwide offices in Boston, San Francisco, Europe and Asia. Clients include: • Leading eCommerce brands • World class brand marketers • 33 of the Top 50 grossing game publishers
- 4. Agenda • • • • • • The Opportuni5es The Challenges Best Prac5ces for Success Case Studies Choose a Proven Technology Partner Ques5ons
- 6. $100 Billion Dollar Mobile App Economy $74 billion Shipments of connected devices Mobile app & ad revenue combined for over $19 billion in 2012 MARY MEEKER "2012 KPCB Internet Trends Year-‐End Update" 1 billion units in 2012 Apple ~20x more iOS devices than Macs in Q4 IDC Worldwide Dec 2012 Apple and Google Play app store downloads topped 102 billion in 2013 GARTNER Sept 2013 in revenue will be generated by mobile apps in 2016. GARTNER Market trends Aug, 2012
- 7. Consumers Prefer Apps 87% of consumer 5me spent in mobile… is in apps • Men: 25 h 53 m APP Games, news, produc5vity, u5lity, communica5ons, social networking… Women: 28 h 7 m 13% of consumer 5me is spent in mobile web • Smartphones Mobile Web Men: 4 h 1 m Women: 4 h 23 m In browser, surfing the web, emula5ng the desktop experience. Source: Nielsen
- 8. Mobile Apps – Strategic Advantages Mul5-‐event marke5ng Pre-‐download • Impression, click, App Store landing page >>> download Post-‐download • • • Persistent device presence Immersive in-‐app experience & engagement Ongoing push no5fica5ons Overall • • • Undervalued Consumer preference Growing not disappearing
- 9. Desktop / App Cost Comparison Cost Per Download Example Desktop AdWords Click Global Sports Brand Global: iOS $.64 $1.08 Large CE Brand Global: Android $.57 $1.36 Fast Casual Chain US: iOS & Android $.24 $.85 Client Scope Source: Fiksu Fiksu Cost per Loyal User Index
- 10. The Challenges
- 11. Big Opportunity – Big Challenges “Consumers have never been more connected – but it’s never been harder to connect with them.” – Tom Daly, Coca-‐Cola • 1.8M apps in Apple App Store & Google Play • Top 25 developers control > 50% app store revenues (CANALSYS, DEC 2012) • Average user: has 40 apps, but regularly uses only 15 (HARVARD BUSINESS REVIEW, MAR 2013) • 26% of all app downloads are used only once (LOCALYTICS, MAR 2011) • Measurement & ROI: Is the biggest mobile marke5ng challenge – cited 42% of survey respondents (FORRESTER RESEARCH, SEPT 2012) • Fragmenta&on: a complex ecosystem full of disparate point products • (
- 12. Fragmented Mobile App Marke5ng Ecosystem Source: Luma Partners
- 13. Mobile App Marketer’s Dilemma Whether NEW to app markeHng or a Seasoned Veteran ALL ParHcipants face similar issues! • • • • • • • The big ques5on: “How to succeed?” How do I get loyal users -‐ those most likely to mone5ze -‐ at scale? What’s the “ideal” ranking to achieve in the App Store? How do I achieve that rank? How much does it cost? Which traffic sources deliver the best results? How do I get visibility to my ROI?
- 14. Success
- 15. User Acquisi5on Best Prac5ces 1. Strategic goal serng 2. Maximize organic lis through op5mal App Store rank 3. Incorporate vast global media inventory 4. Support all forms of atribu5on & measure everything 5. Learn from the past 6. Let big data drive op5miza5on 7. Op5mize on all event types and generate downloads from loyal users 8. U5lize real 5me bidding (RTB) 9. Take advantage of social media 10. Create strategies for peak periods
- 16. Strategic Goal Serng Not Strategic • Launching an app • Achieving specific category or overall App Store rank • Genera5ng 100K or 1 Million downloads Strategic • Aligning mobile app objec5ves with your primary business purpose -‐ “Mobile first” mentality • Integra5ng mobile app marke5ng into your overall mix • Understanding mobile app new revenue, revenue protec5on & margin contribu5ons • Adjus5ng marke5ng budgets & spend in accordance with contribu5ons
- 17. Maximize Organic Lis Through Op5mal App Store Rank Rank • Organic lis: organic downloads driven by ad spend #1 . . • Goals based on rank: . • Best cost/organic download • Maximize volume • Quality of organic users • Key variables to track: • Overall app rank • Category, sub-‐category rank • App ra5ngs . . – . . . . . . – . . . . . XX Cost > Benefit Op5mal ROI Insufficient volume
- 18. Incorporate Vast Global Media Inventory Incen5vized Non-‐Incent Networks & Aggregators RTB Exchanges Social Publisher Direct Example: Fiksu reaches 250 billion iOS and Android impressions per month… sHll hungry
- 19. Incorporate Vast Global Media Inventory Change is Rapid • Networks owning considerable share can change virtually overnight Need to be nimble • Adver5sers need to be able to shis media spend rapidly to find the best traffic sources. and respond Change Con5nues • As noted, change is ongoing. Find a partner that can respond Share Volume by Network 2012 10% Share 2011 60% Share 2011 30% Share 2012 0% Share 2013 5% Share
- 20. Support All Forms of Atribu5on – and Measure Everything Device Iden&fier Apple Adver5sing Iden5fier, Facebook ID, MAC Address, IMEEI and others Digital Fingerprin&ng Takes “digital fingerprint” of configura5on. Matches configura5on at 5me of conversion HTML 5 Cookie Small file stored in local storage (“cookie-‐like”) Requires a redirect to Safari Browser, Android Referrer Standard Google Play atribu5on methodd
- 21. Learn from the Past Billions of historical markeHng data points AutomaHcally acHonable for current and future markeHng / ad buying decisions in real Hme Receiving over 5% of iOS app launches worldwide Fiksu ‘Knowledge Base’: Mobile User Profile Store • 300 Million Unique iOS User Profiles • 100 Million Unique Android User Profiles Mobile Event Data infrastructure • 130 Billion Marke5ng Events per Month • Tracked 110 Billion Launches
- 22. Let Big Data Drive Op5miza5on • For op5mal ad spend, take a “Big Data” approach to op5miza5on. • Consider an ad program with: – – – – – – 5 crea5ves 4 sizes each 3 networks with thousands of publishers 10 countries 3 devices 2 opera5ng systems • Mul5ply by thousands of poten5al combina5ons to iden5fy what’s driving best results. • Requires an op5miza5on engine that considers all data in every possible combina5on.
- 23. Op5mize Based On All Event Types & Generate Downloads from Loyal Users Atribute post-‐download ac5ons driving your business App Launches Purchases Registra5ons Online & Physical Sales Device Type Geography Tie ac5ons back to points of origin Media Sources Crea5ve Tightly couple to op5miza5on for best performance Op5mize on Downloads Op5mize on loyal users-‐ Up to 3x performance “Expanded loyal user base while reducing cost to acquire loyal users by 50%; achieved #2 in iOS ProducHvity category.” – Cole Mercer, Director of Marke5ng, Lemon
- 24. U5lize Real-‐Time Bidding RTB exchanges: the most transparent way to buy media • Purchasing more directly from publisher • Delivers best price/performance • Many adver5sers do not access this inventory • Integrate op5miza5on and atribu5on directly with RTB Exchanges to ensure efficiency
- 25. Take Advantage of Social Media • To date: Facebook and Twiter only concrete success stories for mobile app marke5ng • Facebook – Ad types specific to apps – Powerful targe5ng op5ons • Twiter – Sponsored tweets – Celebrity tweets
- 26. Facebook: The Opportunity • • • • Audience size (1.15B, 820M on mobile) Mobile usage now 70%+ of MAU App-‐specific ad unit Segmenta5on op5ons To maximize this opportunity, marketers must measure downloads and loyal usage ac5ons. Your choice is to build it yourself – or work with a Facebook-‐ integrated atribu5on and op5miza5on partner like Fiksu.
- 27. Create Strategies for Peak Periods Volume and cost indexes 2012 4.57M $1.38 November 5.32M $1.67 6.01M December January 2014 Thanksgiving, Black Friday, Cyber Monday 11/30 App Deadline Christmas iTunes Connect App Store Freeze? $1.56 New Years 5.02M $1.29 February
- 28. Case Studies
- 29. Personal Capital Summary Personal Capital, an innova5ve financial services pla{orm that enables customers to manage their financial accounts, seeks to acquire high quality customers with over $100K in inves5ble assets. Approach: • • Fiksu effec5vely op5mizes Facebook mobile app install ads. Iden5fies and drives high-‐quality target users at scale. Results: • • Acquired users: Increased by 15X Cost per acquisi&on: Reduced by 25% “Fiksu’s success in driving high volumes of quality users has had a transformaHve impact on our business.… idenHfying the right qualified users and reaching them in quanHty has improved our ability to grow.” — Sam Yount, VP Marke5ng
- 30. Large Consumer Packaged Goods Brand Summary: Branded app, part of mul5-‐app por{olio • • • App Engagements: 1.2 million Cost Per Download: $.15 Cost Per App engagement: $0.02 Plus: Ten million pre-‐download impressions Plus: benefits of pervasive on-‐device presence
- 31. Quick Service Restaurant Chain • Sustained program to establish a mobile presence for its brand suppor5ng 10,000 loca5ons 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 Plus: 750M pre-‐download impressions Plus: benefit of pervasive on-‐device presence
- 32. Choose a Proven Technology Partner
- 33. Fiksu: Unique Access To Inventory • Media: 99% of available worldwide mobile media • Fiksu KnowledgeBase: Over 150 billion in-‐app events • FreeMyApps: World’s largest rewards-‐based app and game discovery network – 1.5 million unique users • Facebook: Integra5on with Facebook: ad buying combined with Fiksu’s op5miza5on engine • RTB: Integra5on with real-‐5me bidding exchanges • One-‐Source: Centralized media buying and op5miza5on through Fiksu
- 34. Leverage Technology You Can Build It or You Can Buy It • U5lize ALL traffic sources • Overcome mobile ad tracking challenges • Integrate and op5mize across en5re program • U5lize massive data trove of app ac5ons • Integrated repor5ng
- 35. FreeMyApps • World’s highest-‐volume app discovery network • Community of 1.6 million highly ac5ve users dedicated to discovering new games • Over quarter million engaged Facebook and Twiter users • Consistent record of delivering 100,000 users within 72 hours—all within target CPI
- 36. Thank You! Download free eBooks and white papers www.fiksu.com/ebooks chris5an@fiksu.com www.fiksu.com @fiksu