The Mobile Market and Mobile App Marketing workshop held at 21212 Digital Accelerator in Rio de Janeiro, Brazil on September 30th, 2014.

1. The Mobile Market & Mobile App Marketing
Workshop
Alec T. Dickinson
Co-Founder & CEO AmberAds
September 30th, 2014

2. AGENDA
• Workshop overview
• The mobile market
• Mobile app marketing
• About AmberAds
• Q&A
2

3. WORKSHOP OVERVIEW
An overview of the mobile market and mobile app marketing best practices.
• The mobile market
– Insights on the market trends
– Opportunities and Problems
• Mobile app marketing
– Mobile app quality
– Mobile app marketing
3

4. THE MOBILE MARKET

5. AN APP-DRIVEN SOCIETY
Consumers are spending more time on their apps than ever before.
Over the past half-decade, the proliferation of mobile devices has transformed
us into an app-driven society, presenting marketers with new opportunities to
connect with consumers by creating more interesting and sophisticated apps to
command their attention.
The Nielsen Company
“Smartphones: So many apps, so much time” – Media and Entertainment
July 2014
5

6. WHEN YOU CHECK YOUR SMARTPHONE
6
More than 60% check their phone within 15 minutes of waking up

7. PURCHASES VIA SMARTPHONES
7
Asia-Pacific leads the smartphone purchase share

8. SHARE ON MOBILE APPS
8
Time spent on mobile apps is higher than the time spent in mobile web

9. SOME APP STORES
9
• Apple’s App Store
• Google’s Google Play Store
• Amazon’s Store
• Windows’ Store

10. GLOBAL SMARTPHONE MARKET SHARE
Source: IDC: http://www.businessinsider.com/iphone-v-android-market-share-2014-5 10

11. SMARTPHONE SHIPPING FORECAST
Worldwide Smartphone Forecast by Region, Shipments, Market Share
and 5-Year CAGR (units in millions)
Android iOS
Windows
Phone
Blackberry Others
1600
1400
1200
1000
800
600
400
200
0
Millions of Units Shipped
2014 Shipment Volumes 997.7 184.1 43.3 9.7 9.3
2018 Shipment Volumes 1401.3 247.4 115.3 4.6 37.7
2014 Market Share 80.2% 14.8% 3.5% 0.8% 0.7%
2018 Market Share 77.6% 13.7% 6.4% 0.3% 2.1%
2013 - 2018 CAGR 12.0% 10.0% 28.1% -25.0% 31.5%
100.0%
80.0%
60.0%
40.0%
20.0%
0.0%
-20.0%
-40.0%
Source: IDC Forecast for 2018: http://www.businessinsider.com/iphone-v-android-market-share-2014-5 11

12. SHARE BY GEOGRAPHY
12
Smartphone Market Share by Geography, 2014 – 2018
Led by Asia/Pacific and China growth
Source: IDC Forecast for 2018: http://www.businessinsider.com/iphone-v-android-market-share-2014-5

13. DEVICES BY PLATFORM
13
Device Apple Google Amazon Windows
Phone iPhone 3G, 4,
4S, 5, 5C, 5S,
6, 6 Plus
Samsung
Galaxy S3, S4,
S5, etc
Fire Phone Windows
Phone
Tablet iPad Air, iPad
Retina, iPad
Mini with
Retina, iPad
Mini
Nexus 7, Nexus
10, Samsung,
Galaxy Tab, +
Kindle Fire: HD
Kids, HD6,
HD7, HDX,
HDX 8.9, +
Surface Pro,
Toshiba Encore,
HP Omni,
ASUS VivoTab,
+
Watch iWatch, Sport,
Edition
Gear S - -
Glass - Google Glass,
Gear VR
- -

14. APPLE IPHONES
14

15. APPLE TABLETS
15

16. LOTS OF APPS: A crowded market
34k+ per Month
# Apps Submitted to the iOS App Store each month
16
2.5 M Apps in the App Store and Google Play Store alone

17. APPS PER DEVICE: A crowded real estate
Average User has 40 apps, but regularly uses only 15
Harvard Business Review March 2013
17

18. QUANTITY AND TIME: For all ages
18
An average of 27 Apps per month & 30 Hs. Per month

19. APP ADOPTION: Not all are used equally
20% of all app downloads are used only once
19

20. TECHNOLOGY: Many options available
It’s difficult to manage and optimize properly all the players
20

21. MOBILE APP MARKETING

22. CONTEXT: Mobile apps need to grow
Mobile App Developers and Marketers work hard building their mobile apps.
Once built, they submit them to the App Stores.
However, sometimes not even the apps that are built following the best quality
standards are able to reach their target audience at scale.
Your
App
22

23. HOW: app quality & marketing
• Achieve App Quality before marketing
– App Quality
– Social
– Content
– Tracking
– Traffic Sources
– Testing before scaling
– Go Global
– Be Local
– A/B Testing
• Begin Mobile app marketing after achieving initial quality
– Mobile App Installs
– Mobile App retargeting
23

24. QUALITY
• Why
– Lower barriers to entry
– Get higher featuring chances
– Higher Retention and Engagement
• How
– Exceed your target audience’s needs and expectations
• Features
• Content
• Design
– Follow App Store’s best practices
– Include each App Store’s Features: Ex. Push notifications & Game Center
24
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST

25. QUALITY
25
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– Increase viral factor
– Increase Organic Growth & Recurrent users
– Reduce Acquisition Costs
– Get more loyal (word-of-mouth) clients
– Higher Retention and Engagement
• How
– Include social features at the apps’ core to:
• Share relevant content
• Access the app easily (FB Anonymous login)
– Follow Social Networks’ Best Practices: FB, Twitter, G+, Tumblr
• Anonymous Login, Share Button, Like Button, etc.

26. QUALITY
26
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– Increase sessions per day, week, month, year
– Sustain users’ attention and loyalty
– Increase social sharing viral factor
– Higher Retention and Engagement
• How
– Relevant content
– Local content, Global content, tailored to your audience interests
– Update the content with the proper frequency
• High enough to sustain interest
• Low enough to avoid fatigue and churn through spam

27. QUALITY
27
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– Understand what content your audience engages with
– Understand which are your best users: paying, engaged, loyalty
– Provide better and more relevant content
– Remove unnecessary content
– Understand what features are used and which ones aren’t
– Validate assumptions & iterate product and service offering
• How
– Understand your core KPIs (Key Performance Indicators)
– Place in-app trackers to quantify your KPIs
• Time per session, clicks, section views, section clicks, section shares, etc.
• Non paying users vs. paying users (and whales)
– Create a reporting tool: visuals and exporting
– Review metrics regularly
– Translate metrics into actionable items

28. QUALITY
28
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– Understand where your users come from
– Organic Vs. Paid sources
– Shift budget to top performing channels
– Reduce overall acquisition costs
– Higher Engagement, Retention and Lifetime Value
• How
– Track complete acquisition funnel
• Organic vs. paid
• Break up by acquisition costs & in-app performance
– Allocate more budget to top performing channels
– Categorize channels by performance

29. QUALITY
29
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– Test your assumptions
– Test your performance
– Iterate quickly
– Lower costs & risks
– Higher long term returns
• How
– Detect representative target markets
– Soft-Launch on representative target audience
– Allocate testing budgets
– Test lifetime value and contrast with expected results
– Iterate before scaling

30. QUALITY
30
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– It’s the mobile app nature
– If the industry allows it, you can do it
• Where insurance may require partnerships, gaming only localization
– Test alternative markets for better returns
– What may not have worked on one market may work on another
• How
– Prepare the local content for the target market
– Testing and Tracking for market performance
– Allocate testing marketing budget

31. QUALITY
31
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– A local experience for your audience is important
– Show that you care
– Reduce acquisition costs
– Higher engagement and retention
• How
– Prepare the local content for the target market
– Use local language, context, idioms, seasonality's (ex. Super Bowl in USA).
– Local partnerships with local celebrities and relevant individuals
– Local partnerships with local brands, products and services

32. QUALITY
32
QUALITY
SOCIAL
CONTENT
TRACKING
TRAFFIC SRC
TESTING
GO GLOBAL
BE LOCAL
A/B TEST
• Why
– You never know if there’s something better until you test it
– Higher performance
– Higher engagement, retention and lifetime value
• How
– Track everything, report frequently, iterate the product based on results
– An A/B testing architecture could help
– Prepare different sets of features for segmented audiences
– Statistically representative segments
– Change 1 variable at a time for each test
• Color of a button
• Discount value of a promotional price

33. MOBILE APP MARKETING
Get new users for your applications
• Organic Traffic Sources
– Word of Mouth, Social Media, Cross-Promotion
– App Store Featuring
• Paid Traffic Sources
– Incentivized: Tapjoy, Flurry, etc.
– Non-Incentivized: AdColony, Chartboost, etc.
– RTB Exchanges: MoPub, Nexage, etc.
– Social: Facebook, Twitter, etc.
– Publisher Direct: Pandora, etc.
• Business Models: CPM, CPC, CPI
• Ad Units: Banners, Interstitials, Videos, Native Advertising
33
INSTALLS RETARGE
T

34. MOBILE APP MARKETING
Bring users back to your application
• Business Models:
– CPA (Cost per Action)
• Actions
– Retention:
• Come back: Day 1, Day 2, Day 7+
– Engagement:
• Consume Content
– Lifetime Value:
• Purchase
• Deep Linking
– Go into specific sections within the app
34
INSTALLS
RETARGE
T

35. ABOUT AMBERADS

36. AMBERADS
Amberads is a mobile app marketing platform that helps mobile app
developers and marketers reach and acquire the best users for their
mobile applications.
36

37. Mobile App Installs
Get New Users
Mobile Re-Targeting
Bring users back
• Pay only per App Install
• Access Global Inventory
• Reporting Dashboard
• Real Time Bidding and Big
Data
• iOS, Google Play and more
• Reach users again
• Bring users back to your App
• Take users to specific
sections within your App by
leveraging Deep Links
• Drive conversions
LTV & ROI
Optimize budget
• Maximize lifetime value
• Maximize return on
investment
• Optimize Budget
SERVICES
37

38. Mobile App Installs
Get New Users
Mobile Re-Targeting
Bring users back
• Pay only per App Install
• Access Global Inventory
• Reporting Dashboard
• Real Time Bidding and Big
Data
• iOS, Google Play and more
• Reach users again
• Bring users back to your App
• Take users to specific
sections within your App by
leveraging Deep Links
• Drive conversions
LTV & ROI
Optimize budget
• Maximize lifetime value
• Maximize return on
investment
• Optimize Budget
SERVICES: Mobile App Installs
38

39. Mobile App Installs
Get New Users
Mobile Re-Targeting
Bring users back
• Pay only per App Install
• Access Global Inventory
• Reporting Dashboard
• Real Time Bidding and Big
Data
• iOS, Google Play and more
• Reach users again
• Bring users back to your App
• Take users to specific
sections within your App by
leveraging Deep Links
• Drive conversions
LTV & ROI
Optimize budget
• Maximize lifetime value
• Maximize return on
investment
• Optimize Budget
SERVICES: Mobile Re-Targeting
39

40. Mobile App Installs
Get New Users
Mobile Re-Targeting
Bring users back
• Pay only per App Install
• Access Global Inventory
• Reporting Dashboard
• Real Time Bidding and Big
Data
• iOS, Google Play and more
• Reach users again
• Bring users back to your App
• Take users to specific
sections within your App by
leveraging Deep Links
• Drive conversions
LTV & ROI
Optimize budget
• Maximize lifetime value
• Maximize return on
investment
• Optimize Budget
SERVICES: Lifetime Value & ROI
40

41. Q&A

42. THANK YOU
Alec T. Dickinson
@tweetamberads
contact@amberads.com
www.amberads.com