adtech sf 2012 startup spotlight mobile fiksu

FiksuCraig PalliVP Business Development & Client Services

ebooks: www.fiksu.com/ebookswebsite: www.fiksu.comemail: sales@fiksu.com twitter: @fiksu, @cpalli, #spotfiks

About Fiksu

Fiksu for Mobile Apps is a user acquisition platform that helps brands acquire large

volumes of cost effective loyal app users

Over 1 million mobile apps … …and counting

App Marketing Dilemma

MarketingBudget?

MeasurableROI ?

Paying for traffic - ad networks, incentive-based networks and RTB exchanges

Public relations, social media, hoping to be a featured app

Fiksu for Mobile Apps

Access to all sources: ad nets, SSPs, other (35+)Access to billions of impressions; avoid saturation

Algorithm-based targeting of loyal usersDelivers on your monetization strategy

Fully Managed by Fiksu Nothing to learn or implement

Real-time Tracking & Optimization Post-download/loyal user tracking

Category and overall rank optimizationMaximizes the efficiency of organic installs

Single SDKSimple drop in: 1 operation v. many

100% Advertiser FocusedFiksu serves only you – no inventory to “move”

Central Dashboard Measurement simplicity, anytime access

Hypothetical Client: Finance• Mobile Trading App

– Securely buy, sell and place orders

– Login from online accountto conduct trades

• Average rank in Finance– #26 iOS– #33 Android– category not highly

trafficked

• Baseline downloads: 5k/day

Goals

1) Get new users to test drive the app – Convert to an online signup – Incorporate in-app signup

2) Drive engagement with existing users, especially those not using E*TRADE app on their tablets or phones

Mobile devices are key: activities are time-sensitive, increasing implementation of voice recognition facilitate input activities on the device, high worth demographic

30 Day Program Parameters

• Establish loyal user value = $5 (conservative)• Allocate $250k to each iOS and Android• Start buying ads across the ecosystem• iOS: burst for 2 days to get to optimal rank, then

sustain rank for 23 days (Fiksu platform will determine optimal rank)

• Android: focus on finding loyal users/let rank gradually improve and improve search rank to drive incremental organics

• Optimize results from various creatives

Optimization

• Increase in rank– Optimal yield in

category & overall– Category: top 3– Overall: #50-100

• Increase in organics– Burst: buy 20k/day downloads– Sustain: buy 10k/day downloads,

get 10k/day organics

Final Results

Total Budget = $500k

Cost per loyal user = $1.33

Downloads = 872k

# Loyal users = 374k

Program ROI = $1.37M

> 250% ROI

Fiksu Clients

Case study: Lemon

Lemon’s challenges:

• New & niche category – receipt management

• Low category awareness

• Needed to quickly ramp high volumes of app users

• iOS & Android

Fiksu’s solution

• Analyzed different ad creative and messages

• Increased Lemon’s ad spend to punch up app’s visibility in the app stores

• Focused ads on targeting loyal users versus just downloads

• Expanded their traffic sources

Results

• Expanded its loyal user base while reducing cost to acquire loyal users by 50%

• After just one week:– Android app went from #83 to #31 in

the Productivity category– iOS app was top 100 overall

(out of 500,000+)– iOS #2 rank in the Productivity

category – featured by Apple

Wrap up

Fiksu for Mobile Apps is a user acquisition platform that helps brands acquire large volumes of cost effective loyal app users