mobile user acquisition trends for 2015 by tune & tab mo
TRANSCRIPT
● Welcome note by TabMo & TUNE
● What brands can learn from mobile gaming pioneers?
● What to expect in 2015: our take on what will be trending
● Q&A / Networking
Agenda
Who is TUNE?
Who is TabMo?
What can brands learn from mobile gaming?
What you go through, we’ve been through already!
● User Engagement
● Monetization
● User Acquisition
● Measure, Analyze, Optimize
● Value Maximization
2015 in perspective
2014 quick retrospective
● First screen
● Always more apps
● Discovery is still broken
● Harder to get to the top charts
● The battle of the great has just begun
The end of the SDK?
This open the door to:
√ SDK-free solutions
√ Mediation tools?YESThere are too many SDKs
integrations required
?NOSDKs WON’T go away and are
still needed by developers
More market consolidation to come
YP > Sense NetworksFacebook > Little Eye LabsSungy > Mobile GetJarApple > BurstlyAdknowledge > Giant MediaUnity > ApplifierLotame > AdmobiusUnity > PlaynomicsOpera > AppruptUnified > Awe.sm
App Annie > DistimoMicrosoft > CapptainAppnext > AppHomeAlibaba > UCWebAmobee > AdconionAmobee > KonteraOpera > AdColonyGoogle > AppurifyFacebook > PrytePerion > Grow Mobile
Twitter > TapCommerceTwitter > Namo MediaAdknowledge > TriVu MediaYahoo > RayVTwitter > CardSpringFacebook > LiveRailYahoo! > FlurryMarimedia > TapticaPalantir > PropelleriQU > HoneyTracks
TUNE > MobileDevHQRocket Fuel > [x+1]Beanstock > Media OnswipeTapjoy > 5RocksYouTube > DirectrTelco OoyalaXLMedia DUA-UPKenshoo AdquantMillenial Media Nexage
Science Inc. > PlayHavenQuantcast > StruqOoyala > VideoplazaMatomy Media > MobFoxBrickstream > NomiAppLovin > MoboqoYahoo! > BrightRollGroupon > Swarm MobileMerkle > 500friendsOpera > AdVine
50+Over 50 acquisitions
in 2014 specific to mobile advertising!
“Marketing service providers are seeing that the promised future of an ideal & complete solution is much closer to reality” Changsu Lee, VP of Publisher Analytics & Insights, Tapjoy (formerly 5Rocks)
Source: www.tune.com/blog/mobile-marketing-industry-consolidation/
The Rise Of Programmatic Buying
Programmatic buying definitionConnects media Buyers and media Sellers, through buying and selling platforms (DSP & SSP), enabling dematerialization of media transactions
Where are we today on mobile RTB?2014 is a strong year of development (+500% growth at $15m media spent in France), Both branding and performance advertisers entered the game.Desktop, Video are now maturing markets, mobile is booming.
What are expected development for the market?● 2015 will bring maturity (+200% at $45 media spent in France)● Deal IDs are now the rule● Data is flooding into the ecosystem :
○ Location DATA○ 1st Party DATA○ Social Data
New ad formats: native & video reloaded
Banner is sick : Native is in great shape
● Definition : Power to the publishers● Native advertising driven by In-feed ads● Programmatic native : first native
exchanges
New ad formats: native & video reloaded
Video goes Mobile
● 600M smartphone sales in 2014● Growing 5X faster than desktop● 75% of mobile videos happen in-app● IAB MRAID & VAST creative standards
enabling rich media creatives
#BeyondTheInstall
Add to Cart - an item has been added to the user’s shopping cart.Add to Wishlist - an item has been added to the user’s wish list.Added Payment Info - a user's payment info has been provided.Registration - the user has registered themselves as a user in your app.Login - the user has logged in to your app.Checkout Initiated - user has begun checkout process, but not completed it.Purchase - the user made an in-app purchase.Search - the user completed a search within your app.Level Achieved - the user completed a level in your app.Achievement Unlocked - the user has received access to a new achievement.Tutorial Complete - the user has completed your app tutorial.Content View - the user has viewed particular content.Share - the user has shared something within your app via a social network.Rated - the user has provided a rating value.Invite - the user has invited others to your app via a social network.Reservation - the user has made a reservation through your app.Spent Credits - the user has spend credits within your app.
Re-engage your App users on other Apps
Re-messaging & App retargeting (downloads & in-app events)
Trends for 2015
● Integrate Device ID feeds with buying technologies● Segment Devices IDs on prospects/customers● Use deep linking to redirect users
ASO gets more popular
“Paid installs do more than just get one conversion and in most app categories, there is a correlation between paid app installs and organic distribution of the same apps” Ian Sefferman, GM @ TUNE (MobileDevHQ)
Online/Offline reconciliation (Cross device)
Synchronize mobile message with billboards
Privacy & data protection
Prepared by TUNE, Inc. Sales Team©2014 Tune, Inc. | All rights reserved
Jean-Vincent 'JV' ChardonTUNE | London +44 7951 102 [email protected]
Renaud BietTabMo+33 6 87 82 08 [email protected]
Ilja GoossensTUNE | Amsterdam +31 6 15 08 06 [email protected]