app affiliate marketing by apprupt

App Affiliate Marketing From Users‘, Mobile Publishers‘ and Developers‘ Perspectives

As seen on: Distinctions:

Barcelona, June 17th 2010

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The Users‘ Perspective The Challenge of App Discovery

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“There’s no way Apple could prominently present these 36,000 applications to users without overwhelming them…nobody is going to find your app on their own.”

Jason Kinkaid, Techcrunch.com, April 2009

Users struggle to discover relevant applications in a flooded marketplace.

?

How do you discover the apps you decide to download? (check all that apply)

62%  60% 

46% 

30% 

19% 

10% 13% 

0%

10%

20%

30%

40%

50%

60%

70%

Searching for a specific type of app

Browsing through top app store

rankings

Word of mouth (recommendations

from friends or colleagues)

See ads while using other apps

Press/news articles or blogs

A brand I know introduces an app and reaches out to

me

Other

Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009

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The most common ways to discover apps are search and browsing.

Social Network

Aggregation Recommendation

App Market

For mobile users app discovery should take place at mobile points-of-interest.

User

Sports

News

Games

Lifestyle

Finance

App Developer

Structure

Filter

Segmentation

Mobile Web / P-O-I Mediator

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?

The Publishers‘ Perspective Monetizing Mobile Traffic – Increasing Customer Loyalty

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Mobile destinations struggle to make money from growing mobile traffic.

?iPhone users spend 80 minutes per day using apps admob App Usage Survey, February 2010

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Apart from mobile display ads, publishers have few means to make money.

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?

Publishers can now open up their own app shop and start selling apps.

visit with your iPhone FT Germany

App

visit with your iPhone menshealth.

de

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visit with your iPhone

T-Online App

Users discover relevant apps at the P-O-I and are directed to the App Store.

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visit with your iPhone

via m.ftd.de

Contextual app recommendations push apps to mobile users‘ attention.

!

!

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!

!

ADVERTISING a mobile application is not SELLING an application.

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The difference between advertising and selling apps: customer loyalty.

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“I also compared it with Stern and n-tv and I have to admit that I am really excited about the FT Germany iPhone app...They even provide recommendations for new apps, which is great.”

iTunes Customer Review, FTD.de iPhone Application, January 2010

The Developers‘ Perspective Increasing ROI and Downloads

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How to get seen with my app... ...without burning cash!

“There’s no way Apple could prominently present these 36,000 applications to users without overwhelming them…nobody is going to find your app on their own.”

Jason Kinkaid, Techcrunch.com, April 2009

Major challenges in the market from a developer‘s perspective

Visibility and accessibility will be major challenges for app vendors.

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(App) affiliate marketing is all about performance: spend less than you earn.

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EUR 0.79 App = EUR 0.55 / Download

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Does your customer lifetime value look like this?

As a developer you need to aquire users efficiently without burning cash...

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...but first get your product right!

Affiliate Programme

Premium Campaign

A.

Based on relevance and preferences of publisher‘s users

CPI based

Highlighted and promoted in publisher‘s top / recommended

category CPC based

Developers generally have two ways to get their apps listed with apprupt.

B.

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“All of my traffic goes straight to the App Store and I have no idea what drives it or how to influence it.” iPhone developer, appstorehq.com

apprupt Performance Analytics

Developers are enabled to:

  manage and track performance of marketing campaigns

  analyze success and outcome for each app and each channel

apprupt Analytics provides developers with extensive marketing know-how.

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