maya portselan (appnext): secrets to successful mobile user acquisition

Your Treasure MapTowards SuccessfulMobile UA

TARGET SUMMIT 2017

New Partnerships Manager

over five years of experience in marketing and digital

media. Helped numerous app marketers refine their

user acquisition and re-engagement strategies to reach

scale and maximum in-app engagement.

Born in Minsk and raised in Israel.

maya@appnext.com

Maya Portselan

TARGET SUMMIT 2017

The Dangers ofPaid User Acquisition

TARGET SUMMIT 2017

Mixing low cost incentivized installs with higher cost full intent ads

THE MIX

TARGET SUMMIT 2017BOTS

Will cost mobile advertisers an estimated $7.2 billion globally. *

How to find?

Know where your ads are running.

Look at initial and deep engagement metrics.

* According to ANA: http://screenmediadaily.com/ana-online-ad-fraud-robbing-marketers-of-billions/

TARGET SUMMIT 2017

Identify suspicious activity:

Use of known problematic proxies or large amount of clicks/installs/devices from the same IP.

Different IP locations between the ad click and the install/first launch.

Unreasonable click to install time.

Consistency/patterns:

Device ID – related:

Click/install exactly every X seconds.

Users drop in the same exact point in the post install funnel.

Many installs from the same device brand/model or the same not local language.

Different ID’s from the same device.

Mutliple IDFA’s from a single IDFV.

IDFA not uppercase - GAID not lowercase.

ID’s hold a consistnet pattern.

BOTS

TARGET SUMMIT 2017ORGANIC INSTALL HIJACKERS

Last click attribution fraud

Specially tricky as these are highly engaged users

How to find?

Identify suspicious pre-install activity:

Know where your ads are running multiple clicks at the same time

or from the same Wi-Fi IP or IP and user agent for different apps.

Low CR’s

Exceptionally long conversion period Mean TTI.

Compare to your organic base line

TARGET SUMMIT 2017

Pick the right media partners

Work with the right service providers

Choose your attribution partner

HELPING ANGLES

TARGET SUMMIT 2017

See the ad unitSee the user flow (no incent)

Make sure it’s viewed

TRANSPARENCY

TARGET SUMMIT 2017

Few Other Tips

TARGET SUMMIT 2017

Know where your competitors are buying and what creatives they are consistently using.

DON’T BE PROUD

TARGET SUMMIT 2017DON’T BE PROUD

TARGET SUMMIT 2017DON’T BE PROUD

TARGET SUMMIT 2017CREATIVE | Refresh

Creative A

Creative BCreative C

Conversion Rate Installs Optimal Return

TARGET SUMMIT 2017CREATIVE | Personalize

TARGET SUMMIT 2017

Playable Ads

CREATIVE | Pre-Qualify

TARGET SUMMIT 2017

0

CPI LTV(IAP only)

1

2

3

0

CPI LTV(IAP +ADS)

1

2

3

Cost

Ads

IAP

AD LTV: ROAS Example for Females/18-25

Traceback your ad revenues to find new profitable segments

Standard ROAS Using SOOMLA TRACEBACK

ROAS – Get the full picture | Ad Revenue

TARGET SUMMIT 2017ROAS – Get the full picture | Assists

First Touch

User sees a targeted ad in his Twitter feed for the first time, gains initial brand trust.

Second TouchWhile using a different app, user clicks on a video adfor the same app. Learns more, but does not yet install the new app.

Third TouchUser recalls the video ad, and search for the app. Clicks on an ad in Google Search. Visits the App Store but does not yet install.

Last TouchUser sees a targeted ad on their Facebook feed. Withsufficient background and information, decides to install the app.

Multiplier for assists?

Fractional attribution?

Find Overlapping sources (CPI – no problem, CPM/CPC?)

TARGET SUMMIT 2017

THE RIGHT TIME

When do your users engage?

7:00AM

Appnext Timeline

8:00AM

Places HOME

Understanding the unique immediate context of a user

7:00AM 8:00AM

Places > Waking upMoments

Appnext TimelineUnderstanding the unique immediate context of a user

7:00AM 8:00AM

MomentsPredicted Next

Interest & Action

Suggested apps

Health& Fitness

Appnext TimelineTo predict the action he/she is likely to take next

7:00AM 8:00AM

Suggested apps

Health& Fitness

Suggested apps

Maps &Navigation

Suggested apps

Social& Games

Suggested apps

FoodDelivery

8:30AM 12:30AMHOME

> Waking up

COFFEE SHOP

> Breakfast time

TRAIN STATION

> Commuting to work

OFFICE

> Lunchtime

Appnext TimelineThe next-gen user intelligence technology

TARGET SUMMIT 2017The way peopleexperience apps andmobile as a wholehas changed.

Instant AppsSeamless Discovery & Usage

MacroappsBundling app content & services

Personalization & CustomizationFocus on Real-Life Intent

TARGET SUMMIT 2017

Someunderstoodthese trendsearly on

TARGET SUMMIT 2017

WeChat

769M DAU

Mini-ProgramsJan’17

90 min a day

Launched Jan’11

WeChat Games & Wallet Aug’13

In-App Taxi OrderingJan’14

TARGET SUMMIT 2017Dozens of services seamlessly available in-app

TARGET SUMMIT 2017

TARGET SUMMIT 2017

“Bringing UberMobile Experienceto every mobile app”Nairi Hourdajian

TARGET SUMMIT 2017

What is the common thread?

TARGET SUMMIT 2017

They understood early on that content & services are set to be unbundled from apps

and bundled into the platform solutions

TARGET SUMMIT 2017

Appnext Actions (Closed Beta)

Your App. As A Platform

TARGET SUMMIT 2017

Send a MessageNavigateShare a PhotoBook a Flight

Seamlessly connect users to their next action.

ACTIONS

TARGET SUMMIT 2017

Messengers KeyboardsOEMs Maps & Navigation

ACTIONS

TARGET SUMMIT 2017

Your app. At theirDecision-making point

Appnext Actions is the first solution

that allows you to focus on immediate

engagement, reaching users a tap before

an order, or a purchase is made.

ACTIONS

TARGET SUMMIT 2017

When They Need Your App Most.

APPNEXT ACTIONS

Thank you.

Maya portselanNew Partnerships Manager

maya@appnext.com