1. Driving
Integrated
Success
With
Mobile
User
Acquisi:on
The
Leading
Mobile
App
User
Acquisi:on
Pla?orm
Micah
Adler
Founder
&
CEO

2. Agenda
• Challenges
Facing
Mobile
Game
Marke:ng
Today
• Market
Complexity
&
Fragmenta:on
• Why
a
Cohesive
Strategy
MaJers
• The
Fiksu
Solu:on
• Client
Success
Story
• Five
Key
Tips

3. Marke:ng
Challenges
Facing
Game
Developers
•
Finding new players that are highly engaged
•
•
•
Acquiring users at scale but maintaining efficiency of spend
Gaining store ranks
•
•
Competition makes discoverability a challenge
Requires high volume and sustained velocity of installs
Measuring success
•
Goal: new users, not just downloads

4. Complex
Mobile
App
Marke:ng
Ecosystem

5. And
rapid
change
is
normal,
not
the
excep:on
Fiksu
Spend
%
by
Ad
Network

6. Current
Pain
Points
Fragmented ecosystem of point products and technologies
that each address only a piece of the app marketing workflow
Multiple Tracking Methodologies - Digital fingerprinting vs identifiers vs referrers
Multiple Metrics – E.g. click through downloads versus view through downloads
Multiple Attribution – Two (or more) ad networks claiming the same user
Multiple Data Sources – UA data dislocated from downstream engagement data, . . .
Multiple Optimization Layers – Key to good performance is going deep
Multiple Learning of Targeting – Expensive to optimize each network in isolation
Multiple Geographies – Different geographies with different UA approaches and metrics

7. Why
You
Need
a
Cohesive
System
to
Succeed
•
•
•
Integration ensures cost effective UA at scale, unified and
accurate metrics, and consistency across time and space
Performance optimization is 100% reliant on data:
Optimization should incorporate tracking methodology and data quality
Real-Time data access and optimization ensures efficiency
Centralized buying:
Learn right demographics once, not once for each ad network
Measuring success:
Use best possible tracking methodology for each network source
All networks, geographies should be measured by the same metrics
•
•
•
•
•

8. Fiksu
is
a
Cohesive
Programma:c
Demand
Pla?orm
That
Has
Helped
Clients
Generate
1.5B
Downloads

9. About
Fiksu:
500
1800
CLIENTS
APPS
200
3
PEOPLE
CONTINENTS
clients
include:
•
33
of
the
Top
50
Grossing
Game
Publishers
•
8
of
the
Top
10
Grossing
US
Game
Publishers
•
5
of
the
Top
10
Grossing
Interna:onal
Game
Publishers
•
World
Class
Brand
Marketers
300%
YEAR
OVER
YEAR
GROWTH

10. The
App
Marke:ng
Food
Chain
App
Publisher
Traffic
Example
sources:
Mobile
Ad
Tracking
Marke:ng
Analy:cs
Mobile
Banner
Ad
Networks
•
Google
•
iAD
•
Millennial
Media
•
Jumptap
•
InMobi
•
Flurry
IncenIvized
Networks
•
TapJoy
•
SponsorPay
Publisher
Direct
•
Weather
Channel
•
Pandora
RTB
Exchanges
•
Mopub
•
Nexage
•
Smaato
Social
Networks
•
Facebook
•
TwiJer
Primary
Techniques:
IdFA
Digital-­‐Fingerprint
UDID,
MAC
Address
Facebook
HTML
5
Android
Referrer
Larger
players:
Flurry
Localy:cs
Kochava
Kontangent
Apsalar
Google
Op:miza:on
Loyal
Users

11. The
App
Marke:ng
Food
Chain
App
Publisher
Traffic
Mobile
Ad
Tracking
Primary
Techniques:
Turnkey
access
to
all
relevant
traffic
sources
IdFA
Digital-­‐Fingerprint
UDID,
MAC
Address
Facebook
HTML
5
Android
Referrer
Marke:ng
Analy:cs
Larger
players:
Flurry
Localy:cs
Kochava
Kontangent
Apsalar
Google
Op:miza:on
Loyal
Users

12. The
App
Marke:ng
Food
Chain
App
Publisher
Traffic
Mobile
Ad
Tracking
Marke:ng
Analy:cs
Larger
players:
Turnkey
access
to
all
relevant
traffic
sources
All
tracking
techniques
in
one
SDK
Flurry
Localy:cs
Kochava
Kontangent
Apsalar
Google
Op:miza:on
Loyal
Users

13. The
App
Marke:ng
Food
Chain
App
Publisher
Traffic
Turnkey
access
to
all
relevant
traffic
sources
Mobile
Ad
Tracking
All
tracking
techniques
in
one
SDK
Marke:ng
Analy:cs
Deep
conversion
metrics
through
state
of
the
art
dashboard
Op:miza:on
Loyal
Users

14. The
App
Marke:ng
Food
Chain
App
Publisher
Traffic
Turnkey
access
to
all
relevant
traffic
sources
Mobile
Ad
Tracking
All
tracking
techniques
in
one
SDK
Marke:ng
Analy:cs
Op:miza:on
Deep
conversion
metrics
through
state
of
the
art
dashboard
Intelligent
algorithms
provide
3X
performance
improvement
Loyal
Users

15. The
App
Marke:ng
Food
Chain
App
Publisher
Traffic
Mobile
Ad
Tracking
Marke:ng
Analy:cs
Op:miza:on
•
Aggrega:on
layer
for
the
en:re
mobile
ecosystem
• Best
of
class
solu:ons
for
en:re
mobile
app
food
chain
•
Result:
generate
large
volumes
of
loyal
users,
cost
effec:vely
Loyal
Users

16. Fiksu
for
Mobile
Apps:
a
Cohesive
Technology
Pla?orm
Campaign
Dashboard
Mobile
Ad
Tracking
&
AJribu:on
Loyal
Usage,
Deduplica:on
&
Analy:cs
sofware
developer
kit
Global
Mobile
Ad
Buying
Real-­‐:me
Bidding
(DSP)
FreeMyApps
Network
Mobile
Event
Data
Infrastructure
Op:miza:on
Engine
'Fiksu
Knowledge
Base'
Mobile
User
Profile
Store
NEW
NEW
NEW

17. Key
Fiksu
Technology
•
Real
Time
Bidding
DSP
pla?orm:
•
Industry
leading
contextual
targe:ng
DSP
for
mobile
app
installs
•
State
of
the
art
personalized
targe:ng
solu:on
for
mobile
app
installs
•
Processing
3.7
billion
bid
requests
per
day
CPM bid

18. Key
Fiksu
Technology
Discover Great Apps & Games.
Get Rewarded.
High
Performance
A
Discovery
Network.
pp
Acquire
New
Users
in
Volume
for
Free
+
Paid
Apps.
•
•
•
•
Superior
Install
Volume
with
Velocity
Sustain
New
User
Flow
Engagement
New
Loyal
Users

19. Key
Fiksu
Technology
Fiksu
Mobile
App
Tracking
•
Industry
leading
pla?orm
for
aJribu:on
of
mobile
app
installs
•
Unifies
all
relevant
technologies:
IDFA,
Digital
Fingerprin8ng,
Android
referrer,
Facebook,
HTML5,
alterna8ve
IDs.
•
Full
analy:cs
suite
around
loyal
usage
Allows
tracking,
op8miza8on
and
repor8ng
around
purchases,
registra8ons,
.
.
.
•
Deduping
of
install
aJribu:on
Only
pay
once
for
each
new
user.
•
Industry
leading
dashboard
with
deep
analy:cs

20. Key
Fiksu
Technology
Fiksu
Facebook
Buying
Pla?orm
•
Facebook
Mobile
Install
Ads
API
Partner
•
Full
access
to
repor:ng
APIs
and
ads
APIs
•
Programma:c
buying
and
op:miza:on
•
Best
results
(and
significant
spend)
in
industry
And
coming
soon:

21. Key
Fiksu
Technology
Fiksu
Op:miza:on
•
Evalua:ng
50K
ad
opportuni:es
per
second
•
Harnessing
12B
monthly
loyal
user
events
Results:
•
3X
improvement
on
ROI
•
638M
of
1.5B
downloads
have
become
loyal
users

22. Key
Fiksu
Technology
Fiksu
Big
Data
Pla?orm
Receiving
over
5%
of
iOS
app
launches
worldwide
Mobile
Event
Data
infrastructure
Fiksu
Knowledge
Base :
Mobile
User
Profile
Store
• 300 Million Unique iOS User Profiles
• 100 Million Unique Android User Profiles
• 130 Billion Marketing Events per Month
• Tracked 110 Billion Launches
•
Cloud-­‐based
infrastructure
•
Redundant
and
fault
tolerant
•
Reliability:
99.9997%
up:me

23. Fiksu
Case
Study

24. Global
Game
Launch
Engagement Challenge
•
•
•
New title in competitive Card Battler genre
Mid-core release - harder to market, as inventory is mostly casual focused
How do you find the right users?
Campaign Goals
•
•
Priorities: low CPI, high volume
Success required a combination of burst and sustain campaigns
Why Fiksu?
•
•
•
•
Veteran publisher who trusted our industry knowledge, cohesive strategy and ability to scale
Network aggregation and campaign optimization abilities were important
Ability to identify unique traffic that delivers results
Ability to use all traffic sources – banners, videos, incent, non-incent, etc.

25. Driving
Success
at
Scale
Broad Range of Tactics to Drive Success
Sub-category incent burst
Non-incent burst platforms
Rank push (organic, incent and non-incent)
Sustain with non-incent
A Focused and Cohesive Strategy
Key in expanding reach to broad range of channels
Campaign Results Included:
Sustained, multi-month campaign
20K new paid users / day
CPI of $5 for all non-incentivized users
•
•
•
•
•
•
•
•
•
Excellent tradeoff between cost and volume for mid-core game

26. 1.
2.
3.
Five
Key
Tips
Cohesion is Critical – Consistency is Your Friend
Get the Most Out of Your Budget – Efficiency of Spend
Leverage Technology When Possible – Programmatic
Methodology Crucial to Scale
4.
Installs are Important, But So Is Loyal User Engagement –
Build a Complete Plan
5.
Use Data Intelligently – Fuel User Acquisition With
Knowledge

27. Thank
You!
Learn More and Download Free Insight
www.fiksu.com/ebooks
Want to Talk More?
micah@fiksu.com
www.fiksu.com
@fiksu