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adtech SF 2012 Startup spotlight mobile fiksu
1. Fiksu
Craig Palli
VP Business Development & Client Services
ebooks: www.fiksu.com/ebooks
website: www.fiksu.com
email: sales@fiksu.com
twitter: @fiksu, @cpalli, #spotfiks
2. About Fiksu
Fiksu for Mobile Apps is a user acquisition
platform that helps brands acquire large
volumes of cost effective loyal app users
Over 1 million
mobile apps …
…and counting
3. App Marketing Dilemma
Paying for traffic - ad networks, incentive-based networks and RTB exchanges
Marketing Measurable
Budget? ROI ?
Public relations, social media, hoping to be a featured app
4. Fiksu for Mobile Apps
Access to all sources: ad nets, Category and overall rank
SSPs, other (35+) optimization
Access to billions of impressions; Maximizes the efficiency of
avoid saturation organic installs
Algorithm-based targeting of Single SDK
loyal users Simple drop in: 1 operation v. many
Delivers on your monetization
strategy 100% Advertiser Focused
Fiksu serves only you – no
Fully Managed by Fiksu inventory to “move”
Nothing to learn or implement
Central Dashboard
5. Hypothetical Client: Finance
• Mobile Trading App
– Securely buy, sell and
place orders
– Login from online account
to conduct trades
• Average rank in Finance
– #26 iOS
– #33 Android
– category not highly
trafficked
• Baseline downloads: 5k/day
6. Goals
1) Get new users to test drive the app
– Convert to an online signup
– Incorporate in-app signup
2) Drive engagement with existing users,
especially those not using E*TRADE
app
on their tablets or phones
Mobile devices are key: activities are time-sensitive,
increasing implementation of voice recognition
facilitate input activities on the device, high worth
demographic
7. 30 Day Program Parameters
• Establish loyal user value = $5 (conservative)
• Allocate $250k to each iOS and Android
• Start buying ads across the ecosystem
• iOS: burst for 2 days to get to optimal rank, then
sustain rank for 23 days
(Fiksu platform will determine optimal rank)
• Android: focus on finding loyal users/let rank
gradually improve and improve search rank to drive
incremental organics
• Optimize results from various creatives
8. Optimization
• Increase in rank
– Optimal yield in
category & overall
– Category: top 3
– Overall: #50-100
• Increase in organics
– Burst: buy 20k/day downloads
– Sustain: buy 10k/day downloads,
get 10k/day organics
9. Final Results
Total Budget = $500k
Cost per loyal user = $1.33
Downloads = 872k
# Loyal users = 374k
Program ROI = $1.37M
> 250% ROI
11. Case study: Lemon
Lemon’s challenges:
• New & niche category –
receipt management
• Low category awareness
• Needed to quickly ramp high
volumes of app users
• iOS & Android
12. Fiksu’s solution
• Analyzed different ad creative
and messages
• Increased Lemon’s ad spend to
punch up app’s visibility in the
app stores
• Focused ads on targeting loyal
users versus just downloads
• Expanded their traffic sources
13. Results
• Expanded its loyal user base while
reducing cost to acquire loyal users
by 50%
• After just one week:
– Android app went from #83 to #31
in the Productivity category
– iOS app was top 100 overall
(out of 500,000+)
– iOS #2 rank in the Productivity
category
– featured by Apple
14. Wrap up
Fiksu for Mobile Apps is a user acquisition
platform that helps brands acquire large
volumes of cost effective loyal app users
Editor's Notes
The final results 2.5 minutes – Show what your company can do with a hypothetical $500,000 ad budget for a brand of your choice in the category assigned below Actual return on investment The AppGoals Get potential new users to test drive the ETrade platform. Convert to an online signup (you cannot signup via the app )2) Get existing E*Trade users to make more trades and renew monthly subscription How do we value a Loyal User?$25 for a new user (it is typical for E*Trade to pay signing bonus of $25 to attract new users online) $3 for an existing user, who conducts more trades or renews monthly subscription (at $9.99) Blended Avg - $5 (assuming 1/10 loyal users are new) 10-Minute Presentation Flow: (7 Min Presentation / 3 Min Judge Q&A) This is how your presentation should be structured: · 2 minutes – Explain what the company is · 2.5 minutes – Show what your company can do with a hypothetical $500,000 ad budget for a brand of your choice in the category assigned below · 2 minutes – Share examples of existing clients and results from those clients · .5 minute – Wrap up as you see fit · 3 minutes – You’ll answer lightning fast questions from the judges Judging Criteria: This is how the judges will evaluate each startup that presents: · Would this company receive a significant amount of your budget for either a new technology or service platform, an ad campaign, or a funding investment? · Uniqueness – Is this company the 38th knockoff of Groupon, or something that's bringing a new toolset or approach to a pertinent set of issues? · Which idea/company/approach is likely to have the biggest overall impact on American culture and business over the next three years? · Did they follow the presentation guidelines (showing how the product or service would help a potential client, as well as a concrete example of existing results)? Your hypothetical client category: You must choose a real, existing brand and show how you’d incorporate your technology, platform or service with a $500,000 digital marketing budget. (To be clear, this is a hypothetical exercise and should not be construed to mean any brands are awarding a media buy or a portion of a budget. That said, our audience is full of media buyers and brand executives. The goal is that they’ll get a real understanding of how they could use your company’s service in their digital marketing efforts). Please choose a brand in the Financial category and show how that brand could use Fiksu’s tools in a campaign.
2 minutes – Share examples of existing clients and results from those clients 10-Minute Presentation Flow: (7 Min Presentation / 3 Min Judge Q&A) This is how your presentation should be structured: · 2 minutes – Explain what the company is · 2.5 minutes – Show what your company can do with a hypothetical $500,000 ad budget for a brand of your choice in the category assigned below · 2 minutes – Share examples of existing clients and results from those clients · .5 minute – Wrap up as you see fit · 3 minutes – You’ll answer lightning fast questions from the judges Judging Criteria: This is how the judges will evaluate each startup that presents: · Would this company receive a significant amount of your budget for either a new technology or service platform, an ad campaign, or a funding investment? · Uniqueness – Is this company the 38th knockoff of Groupon, or something that's bringing a new toolset or approach to a pertinent set of issues? · Which idea/company/approach is likely to have the biggest overall impact on American culture and business over the next three years? · Did they follow the presentation guidelines (showing how the product or service would help a potential client, as well as a concrete example of existing results)? Your hypothetical client category: You must choose a real, existing brand and show how you’d incorporate your technology, platform or service with a $500,000 digital marketing budget. (To be clear, this is a hypothetical exercise and should not be construed to mean any brands are awarding a media buy or a portion of a budget. That said, our audience is full of media buyers and brand executives. The goal is that they’ll get a real understanding of how they could use your company’s service in their digital marketing efforts). Please choose a brand in the Financial category and show how that brand could use Fiksu’s tools in a campaign.
