democratising global user acquisition - finn faldi, appthis
TRANSCRIPT
Democratising Global
User Acquisition
Finn Faldi | December 2015
App Downloads : Apple
Market Growth
0
20
40
60
80
100
120
Billion Downloads
JUL2009
JUN2010
JUL2011
JUN2012
MAY2013
JUN2014
JUN2015
5 B1 B 15 B
30 B
50 B
75 B
100 B
• Apple exceeds 100B downloads, June 2015
• App economy will exceed $150B worldwide within 3 years
• Daily iOS downloads has surpassed the 8.1MM mark
[*APPNATION]
*
It’s Not Enough To Just
Create The Next “Killer App”The App Developers Dilemma:
How to get discovered cost effectively
• 1.5MM + apps on Apple / Google Play
Stores
• App discovery is more challenging than ever
• Reliance on paid marketing efforts
• Facebook being the largest marketplace but
too expensive for many
• Developers need UA strategies that
combine cost effectiveness + high quality
1. App Store Search / Charts
The Challenges of
App Discovery
• Highly saturated source of acquisition
• Not easy to control ranking / results
2. Premium Agencies
• High service levels can mean high costs
• Highly targeted but difficult to control / predict / build upon
3. Word of Mouth / Social
Going Programmatic
• Use big data to achieve targeted
user acquisition
• Using machine learnings to increase
chances of successful conversion /
installation
• Being able construct audience
segments for predictive analytics
Location / Carrier / Device /
Time Zone / OS / etc.
How does AppThis work?
Demand Supply
Application Developers
(Looking for users)
Publishers / Traffic Sources
(Looking for apps to promote)
MobileDevices
The Power of Machine
Learning
The landscape of user acquisition has evolved, becoming
more reliant on technology and continuous refinement
• Programmatic ad solutions: more than just buzz words
• Serve serve platforms: allowing Developers flexibility,
control and scale over spend and User Acquisition strategy
• Data-driven technology: essential for intelligent, cost
effective User Acquisition, particularly internationally
Summary
Thank You
Chief Business Officer
(+1) 415-609-5858
Denver London Tel Aviv
Finn Faldi