Stefanie Eisenschenk is the Marketing Manager at Zattoo, the leading international mobile and online TV and video service with over 11 million registered users. She was previously responsible for the multichannel platforms and integrated marketing communication for Sparkassen-Finanzgruppe and was Head of Business Development at Premiere (Sky Deutschland). Her presentation is focused on the lessons learned from trying multiple app marketing channels and getting to the top of ipad charts.

1. App Promotion Summit
TV everywhere. Any screen.
Free of charge and premium (in app purchase)

2. business objective
We want people to watch TV with
Zattoo (with channel switch ads
seen) and sell Zattoo pay
products,on all supported devices.

3. Zattoo products
Free of charge
The watchers
Young,prefer
watching for
free
36 and older
readiness to
pay for more
TV & quality
premium

4. The idea: Zattoo brings Live TV on “connected devices”
Build the basement
4

5. The idea: Zattoo brings Live TV on “connected devices”
Process to be prepared
online user survey
user workshop
market monitoring
data analysis
1 strategy focus
2 cleanup & optimization
product
CLV analysis by device
KPI matrix
communication
reporting tools
5

6. Traffic > App Store
Yes!
App Tool for touch points
Not in use
Yes!
Evaluation

7. The idea: Zattoo brings Live TV on “connected devices”
Creating
Creating
Touch
Touch
points
points
KPI Matrix
Micro-
Traffic
Traffic
Source
Source
/campaign ID
/campaign ID
//App Stores
App Stores
App Promo
AppLink
App Analytics
Macro-
€
1. App Install
1. App Install
2. Sign up
2. Sign up
3. Redeem gift
3. Redeem gift
code
code
1. AD seen
1. AD seen
2. Transaction
2. Transaction
pay product
pay product
Conversion Tracking
Distimo SDK
7

8. Responsive Website
Ready 4 Mobile Search & SEM

9. App Stores presentation
Mobile Brand: Icon & Claim
First screens USPs
Designed Screenshots
Feature headlines

10. The idea: Zattoo brings Live TV on “connected devices”
Mobile App Traffic
Reporting comparison
10

11. The idea: Zattoo brings Live TV on “connected devices”
Mobile App Traffic
Reporting comparison
Micro Conversion
Macro Conversion €
11

12. The idea: Zattoo brings Live TV on “connected devices”
Test campaigns
12

13. The idea: Zattoo brings Live TV on “connected devices”
Print: TV magazine
Gift code as booster
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RTL-Sen
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sen* bi
Einzulö .2013
25.10
Time limited!
Touch points
Wir machen jeden Bildschirm zum Fer ns eher!
Über 55 TV-Sender in einer App. Gratis!
QR Code App Download
Live TV - überall Fernsehen.
Gratis Download
Mobile TV-Apps für Smartphones & Tablets
w ww.zattoo.com
* Anmelden und einloggen auf zattoo.com. Gutschein einlösen unter „Ihr Konto“.
URL> Zattoo WebPlayer
13

14. The idea: Zattoo brings Live TV on “connected devices”
Gift codes go viral
Backlinks! SEO Effects
Articles with
AppLinks for Download
14

15. Multi-Channel
Quality & Quantity
Marketing Mix
Budget?
Brand awareness
Performance

16. Multi-Channel
Marketing Mix
NN
EE
W
W
Internet
Internet
& Mobile
& Mobile
TV
TV
UU
SS
EE
RR
AA
CC
TT
II
VV
AA
TT
II
nn
gg
SEM/SEO
SEM/SEO
Social
Social
Media
Media
Print,
Print,
Plakat,
Plakat,
Sponsoring
Sponsoring
& Event
& Event
PartnerPartnerShips
Ships
Acquistions
Acquistions
New Visits, Signup (Sign in)
New Visits, Signup (Sign in)
Mobile activities: Traffic to App Stores, App Install, Signup
Mobile activities: Traffic to App Stores, App Install, Signup
E-Mails //SM
E-Mails SM
HiQHiQDisplay
Display
/Blurb Web
/Blurb Web
Macroconversion 1: Ad seen
Macroconversion 1: Ad seen
Dimensions: Ads //Month (CS Ad User),
Dimensions: Ads Month (CS Ad User),
Dimensions: Watched Channels (per Visit)
Dimensions: Watched Channels (per Visit)
InApp
InApp
Pushnotification
Pushnotification
MobileAd
MobileAd
Macroconversion 2: Subscription pay user = Zattoo Pay Products
Macroconversion 2: Subscription pay user = Zattoo Pay Products

17. Know the key(word)s
Data
research
Quality users:
iOS CLV

18. The idea: Zattoo brings Live TV on “connected devices”
RTL-November campaign
RTL-November benefits
TV show ratings
App Store history
Google search
Keyword traffic
estimator
data insides:
zattoo show ratings
70 TV channels free
70 TV channels free
+
+
Premium channels
Premium channels
November free for all
November free for all
CLV analysis
by device
data insides:
zattoo in app search
Premium content one month free of charge

19. The idea: Zattoo brings Live TV on “connected devices”
RTL Campaign
19

20. Multi-Channel
Marketing Mix
App to
App to
Install iOS
Install iOS
NN
EE
W
W
UU
SS
EE
RR
AA
CC
TT
II
VV
AA
TT
II
nn
gg
SEM PC &
SEM PC &
Mobile
Mobile
Internet
Internet
& Mobile
& Mobile
Display
Display
Social
Social
Media
Media
& Partners
& Partners
Acquistions
Acquistions
PC: New Visits, Signup (Sign in)
PC: New Visits, Signup (Sign in)
Mobile (activities) : :Traffic to App Stores, App Install, Signup
Mobile (activities) Traffic to App Stores, App Install, Signup
E-Mails //SM
E-Mails SM
HiQHiQDisplay
Display
/Blurb Web
/Blurb Web
Macroconversion 1: Ad seen
Macroconversion 1: Ad seen
Dimensions: Ads //Month (CS Ad User),
Dimensions: Ads Month (CS Ad User),
Dimensions: Watched Channels (per Visit)
Dimensions: Watched Channels (per Visit)
InApp
InApp
Pushnotification
Pushnotification
MobileAd
MobileAd
Macroconversion 2: Subscription pay user = Zattoo Pay Products
Macroconversion 2: Subscription pay user = Zattoo Pay Products

21. Smart Boost: iPad Top-Charts
2.11.13
Top 1:
overall free
Top 1:
category
Top 44:
overall gross
9.11.13
Top 3:iphone
overall free

22. App Install
Facebook Mobile
iOS & Targeting
Google SEM Mobile
iOS & Android

23. Mobile Display
App Install
iPad/iPhone
Android
Mobile Display Welt
InApp-Banner/iLiga

24. The idea: Zattoo brings Live TV on “connected devices”
RTL Nov: KPI Reporting
Source comparison
Quality comparison
€
Traffic
Traffic
Source
Source
/campaign ID
/campaign ID
//App Stores
App Stores
1. Smart Boost
2. Google SEM
3. Display
1. App Installs
1. App Installs
iOS Avg last
iOS Avg last
week 184 %
week 184 %
2. Sign up Avg
2. Sign up Avg
iOS by 120 %
iOS by 120 %
App Analytics
Download iOS,
peak of the year
1. AD seen Avg.
1. AD seen Avg.
last week
last week
iOS by 84%
iOS by 84%
2. Transaction
2. Transaction
pay product (Dez)
pay product (Dez)
1. Smart Boost
2. FB Mobile
3. Google SEM
24

25. The idea: Zattoo brings Live TV on “connected devices”
What’s next?
TV & mobile
25

26. Zattoo Team
Marketing Manager
steffi@zattoo.com