Mobile MarketingStrategies For 2014 And Beyond

DenverAugust 22, 2014

Christian GalvinVP of Sales, Americas

800+ Clients

3B Downloads

2700+ apps

40 of the Top 50

grossing apps

AgenciesGamesMediae-CommerceBrands

Agenda

• The Opportunity: $100B• The Challenges• Best Practices for Success• Case Studies• Summary & Your Questions

Craig PalliChief Strategy Officer

$100 Billion Dollar Mobile App EconomySmartphone owners check their devices150x / day

75% of adults pick up their smartphone within 15 minutes of waking up $92 billion

in revenue will be generated by mobile apps in 2018Apple and Google

Play app store downloadstopped102 billion in 2013

Mobile: over 50%of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage

2B smartphones expected to ship in 2014 – vs. 300M PCs

2013 mobile app

revenue Fiksu estimate: $38 B

Gartner – Dec 2013ABI Research, March 2013

Various GARTNER – Sept 2013 ABI Research, March 2013

Consumers Prefer Apps

Source: Nielsen

13%

87%

MobileWeb

Apps

Mobile Apps – Strategic AdvantagesMulti-event marketing

Pre-download• Impression, click, App Store landing page >>> download

Post-download• Persistent device presence• Immersive in-app experience & engagement• Ongoing push notifications

Overall• Undervalued• Consumer-preferred• Growing

Cost per Desktop Click

$1.36

Cost perDownload

$0.57

Consumer Electronics

Cost per Desktop Click

$0.85

Cost perDownload

$0.24

Quick Serve Restaurant

Consumer Packaged Goods

Cost per Desktop Click$.50 – $.78

Cost per AppEngagement$.02 – $.07

Mobile Minded Brand: Coca-Cola

Created a Mobile Center for Excellence• Collaborate and create best-in-class mobile

marketing programs

• Share and learn best practices

• Evolve their strategic approach to mobile

Multi app strategy• Thematic

• Regional

Opportunist programs • Branded app for London Olympics

• Well integrated into larger marketing efforts

Brands Embracing Mobile AppsSignificant part of business

Significant Acquisitionsand Investments

Mobile-centric

Large Marketing Investment

The Challenges

Big Opportunity – Big Challenges

• 2.5M apps in Apple App Store & Google Play

• Average user: has 40 apps, but regularly uses only 15 (HARVARD BUSINESS REVIEW, MAR 2013)

• 20% of all app downloads are used only once (LOCALYTICS, JUNE 2014)

• Measurement & ROI: Is the biggest mobile marketingchallenge – cited 42% of survey respondents (FORRESTER RESEARCH, SEPT 2012)

• Fragmentation: a complex ecosystem full of disparate point products

“Consumers have never been more connected – but it’s never been harder to connect with them.”

– Tom Daly, Coca-Cola

Mobile App Marketer’s Dilemma

• The big question: “How to succeed?”

• How do I get loyal users - those most likely to monetize - at scale?

• What’s the “ideal” app store ranking, and how do I achieve that rank?

• Which traffic sources deliver the best results?

• How do I get visibility to my ROI?

• How can I re-engage lapsed users and keep them coming back?

• How much does it all cost?

Whether NEW to app marketing or a seasoned veteran, ALL face similar issues!

Rank challengesOrganic lift: organic downloads driven by ad spend

Goals based on rank:• Best cost/organic download• Maximize volume• Quality of organic users

Key variables to track:• Overall app rank• Category, sub-category rank• App ratings

Cost > Benefit

Optimal ROI

Insufficient volume

#1.....–......–.....XX

Rank

• 50% of all in-game revenue comes from 0.15% of players• 61% of all in-app purchases happen on day one -- Swrve, Feb 2014

Success

“Honestly, I probably spend $1,000 on apps a week.”

-- Shaquille O’Neal

Starting Strategically

Don’t just dive in – plan first. Consider:• Tracking – not as easy as desktop

• Metrics matter – measure loyalty, not just users

• Success comes from using a wide range of channels

• Newer channels like Twitter and RTB are playinga larger role

Support All Forms of Attribution

Apple AdvertisingIdentifier, Android Referrer

Digital fingerprint

HTML5 cookie

Fiksu ReachTraditional/DisplaySocial

Video

Partnering with Fiksu is the only way for you to reach and buy across this

expansive list of channels and networks all in one place.

RTB Exchanges

Rewards

… and many more

Change is the Norm

Mobile App AdsOn Facebook• Audience size (1.3B+ users on

mobile)

• Dedicated ad unit for apps- UA and retargeting

• And now, off Facebook as well

• Great initial results for many apps –but ongoing success is harder

Mobile App Promotion AdsOn Twitter• 81% of users accessing from mobile

device

• Newly introduced, dedicated ad unitfor apps

• Tailored Audiences

• Unique access to ads API and MACT

Dynamic Bidding Improves Results

Before $0.95

After $0.74

Targeting Options• Demographics: region, age, gender,

relationship status, education, new job, new home,expecting, just moved…

• Interest options: sports, music, brands,interests, technology…

• Facebook presence: target (or exclude) thosewho like your page, for example

• Custom audiences: emails, Twitter or Facebook IDs, or phone numbers can be targeted or excluded

- Migrate existing customers to mobile

• In any combination

CPI Stability + Volume Opportunism

Fiksu and RTB• Industry-leading optimization

algorithms to get the best performance across exchanges

• Wide array of targeting capabilities(geo, device, segment)

• Broad access to inventory through all leading mobile RTB exchanges (150K impressionsper second – 10B+/day)

2012 2013 2014 2015 2016 20170

0.5

1

1.5

2

2.5

3

3.5

Mobile RTB Ad Spending

Spen

ding

($B)

FiksuRETARGETI

NG

Key Product

Re-engageLapsed Users

Migrate Users Across Channels

Cross-PromoteProducts

Revive Stuck-in-Funnel Users

DSP

INCENT

SOCIALDISPLAY

Case Studies

• Partnered with Fiksu for Nov. launch

• Needed critical mass of users to support viral effects

• Used video, banner, RTB, and more

• 5.5M users within 1 month of launch

• CPIs around $1

• 10 organic users for every paid download – 20X industry average

“Our marketing partnership with Fiksu gave us the promotional boost we needed to not only succeed but to dominate the gamesapp category.”

— Neal Ostrov, CMO, Plain Vanilla Games

CASE STUDY: Quiz Up

• Started Facebook campaigns in-house,challenged by scaling and maintaining

• Fiksu doubled volume while reducingCPIs 20%

• Able to take advantage of seasonalitywith increased spend “In the five months

we’ve worked withFiksu, our business hasincreased by 70%.” — Alex Oliveira,

StoryTree

CASE STUDY: SimplePrints by StoryTree

Takeaways

• $100 Billion Opportunity

• Superior Results

•Demands Marketing Tech

Fiksu: Unique Access To Inventory• Media: 99% of available worldwide mobile media

• Fiksu Data Store: Over 300 billion in-app events

• FreeMyApps: World’s largest rewards-based app and gamediscovery network – 1.8 million unique users

• Facebook: Integration provides ad buying combinedwith Fiksu’s optimization engine

• Twitter: Only partner with ad buying and measurement access

• RTB: Integration with real-time bidding exchanges

• Single-Source: Centralized media buying and optimization

Want to talk?craig@fiksu.comwww.fiksu.com @fiksu

Thank You! Learn more: fiksu.com/ebooks