Global Insights: Getting the Edge on Mobile Performance Marketing.

1. ©2014 Tune, Inc. | All Rights Reserved

2. Considerations
How is mobile going to affect your business?
How do you crack the code on mobile expansion?
How do you grow outside of your own country?
What does the performance media mobile economy look like globally?
Where do the opportunities lay in mobile?

3. Agenda
HasOffers Overview
Technology
Europe, Asia, USA Observations
Audience Questions
Trends

4. TUNE Performance Marketing Landscape
TUNE connects demand and supply side with HasOffers focused on networks and Mobile App Tracking with
mobile app owners. Fun Fact: Two of the biggest mobile advertisers in the world at the Super Bowl use
MAT along with apps like the New York Times, Starbucks, Mint.com

5. Performance Marketing Platform
!
!
• Awesome Tracking across desktop & mobile web, mobile apps
• Mobile App Tracking Integration
• Campaign Targeting via Mobile Device & Country
• Global AWS Infrastructure
• Built on a 2 way API
What is HasOffers?

6. NEW! Mobile APP Redirects Eliminated
One banner tap and user is taken
directly to the app store
Problem? Mobile redirects decrease tap to conversion rates for campaigns, for example 3g/4g
networks can hang, which leads to drop off.
Solution: HasOffers passes the data directly to Mobile App tracking server side. No redirect!
Outcome: 12% increase in click to install conversion rate

7. Our API – People Love It
All of our biggest clients integrate their custom technology with HasOffers – no other
platform offers the same level of flexibility.
!
For example clients build customized dashboards. A aajor retail client is able to view,
analyze and compare all of your marketing data from several different affiliate /
performance platforms through one singular access point and UI.

8. Performance Marketing is Global
HasOffers clients around the world

9. Global Insights - Sources
!
Interviews
Konstantin Dieterle, Managing Director at Applift
Brian Fox, CEO of AdAction Interactive,
Shirley Lin, VP of Global Business Development at YeahMobi/NDP Media
Benjamin Pomerantz, Founder & Managing Director at Pocket Media
!
Campaign Data and Analysis
3 Asian Networks
3 European Networks

10. Founded in 2011
Focused solely on mobile advertising
Insights from:

11. Founded in 2012
New York, Amsterdam and
Singapore
Insights from:

12. USA - Insights

17. Europe – Let’s take a look

18. Carrier Billing Still Alive and Well

19. ITALY
Deal Based eCommerce website
Email sign-up
SWEDEN
!
Top Performing offer in 2014
Traditional Web CPL - Strong Performers

20. Denmark
High Yielding
Brand Subscription
Offer

21. U.K
High Yielding
Brand Subscription Offer

22. Norway
Very high ROI
Travel
Popular Brand

23. Australia
Conversion Point: SMS
Confirmation

24. Asia – It’s Very Different

25. Indonesia, Malaysia, Thailand 17,088,443 clicks
!
USA, 5 traffic sources
!
The Top Asian Network Campaigns - Entertainment
Indonesia
$27,871.20 in 7 days
!
We regularly see install volumes of 50,000 per week for many of these campaigns

26. 7 days
31,000 installs
7 days
$55,452.80 revenue
7 days
48,1000 installs
189 countries
Top Campaigns (Serious Volume) in Utility

27. ASIA –Top Tips from a Billion Dollar Network
!
• Difficult and fragmented
• Languages hard
• Branding is important - i.e. a billboard
• Need to build the brand in Asia
• OS fragmentation
• All networks have a mobile focus only
!
!
!
!
Always think about the cultural differences between regions when choosing
your mobile creative,” Shirley Lin

28. Top Performing Apps in India
India is dominated by utilities not gaming – the CPI’s are low around $0.30, but install volumes are high. 900 million Indians have
a mobile subscription, but only about 110-120 million have a smartphone, according to most estimates.
!

29. Top Web Campaigns in India

30. India – Obversvations from Network Owners
• Mobile First Country
• Non-gaming - not as strong analytically
• Huge market
• Focus on classifieds, utilities, dating
!
“India is huge for non-gaming apps since most
consumers only own a mobile-first device and do
everything through it,” Konstantin Dieterle
!
!
!

31. Android Handset Fragmentation

32. Campaign Insights - Samsung Domination
Samsung - US Android Domination Samsung Fragmentation

33. Where is the Apple in Asia?
iPhones are more expensive - emerging markets not using iPhone -it’s too expensive
* 1.38% of annual salary in Australia
* 11% of annual salary India

34. What Coming Next? Performance Video that’s what
• 1 in 10 mobile ads delivered in the United States are video -AdColony
• Brand & Performance mix is powerful
• Seen right now in the US as brand - but according to AOL mobile strategist Michael Brooks, it’s going to be very powerful

35. What is coming next?
APP Mobile Web
!
APP
App First/Focussed Clients: app owners will want to track the traffic they drive from their app into mobile web and other apps

36. Summary
• Desktop market is saturated - get ahead of the
curve and mobile is where the growth is
• Developing nations is where the growth is China,
India, Brazil, ASEA
• Our biggest clients have global offers
• Think how you can work internationally
• Tailor your offer to the community
‘Be a part of writing the script of mobile advertising,
rather than reading it’ Brian Fox, Adaction
Interactive

37. Thank you
!
David Burke
TUNE | Seattle
davidb@tune.com
Mobile: +1 206.601.6322