In his role as Regional Manger of EMEA, Ben pairs technical prowess with business savvy to manage campaigns for mobile app user acquisition platform Fiksu’s growing portfolio of EMEA clients. Ben was instrumental in establishing Fiksu’s EMEA office based in London, expanding Fiksu’s media inventory partnerships, and furthering the company’s foothold in the region. Formerly, Ben held business development roles at various startups in addition to established IT leaders SAP and Monster Worldwide.

1. Benjamin
Hansz,
EMEA
Regional
Manager,
Fiksu
11
July
2013
Buying
Mobile
AdverAsing
How
to
Op(mise
an
App
Promo(on
Campaign
Around
Your
Key
Performance
Indicators

3. Finding
the
Best
Performing
Traffic
Sources

4. Complex
App
MarkeAng
Ecosystem
1.7M
Apps
in
the
App
Store
and
Google
Play
15K
New
apps
per
week
200+
Mobile
ad
networks
Source:
LUMA
Partners

5. Mobile
Ad
Traffic
Sources
Non-­‐Incent
Networks
&
Aggregators
Social
Publisher
Direct
RTB
Exchanges
IncenAvised
The
good
news:
there
are
over
200
mobile
ad
traffic
sources
The
bad
news:
there
are
over
200
mobile
ad
traffic
sources
The
key
is
to
find
the
right
mix

6. Integrate
and
OpAmise
• BeXng
too
heavily
on
any
one
or
two
mobile
adverAsing
methods
is
risky
• Success
hinges
on
effecAve
use
of
a
range
of
traffic
sources:
– reach
your
largest
potenAal
audience
– realize
the
lowest-­‐possible
acquisiAon
cost
– protect
your
app
from
audience
saturaAon
• Test,
test,
test
• Measure
everything
across
all
sources

7. TargeAng
Loyal
Users
based
on
your
Key
Performance
Indicators

9. The
Growing
OpportuniAes
Using
Social
Ad
Units

10. So
What
are
the
OpAons
in
Social?
Network
Ad
Unit
Performance
• Mobile
App
Installs
• Sponsored
Stories
• Mobile
App
Ad
Unit
very
effecAve
at
driving
volume
and
performance
but
requires
very
acAve
management
• Sponsored
Stories
found
to
be
less
effecAve
• Twi^er
Cards
(coming
soon)
• Deep
linking
(coming
soon)
• Promoted
Tweets
• Celebrity
Tweets
• Twi^er
Card
allows
users
to
browse
details
of
app
before
downloading
• Deep
linking
gives
opAon
to
either
download
app
or
open
at
a
specific
place
(already
installed)
• Sponsored
stories
• Launched
Apr
29th
• None
• Focus
on
sponsored
content
not
app
installs
(ex
:
company
sponsoring
the
release
of
a
white
paper)
• Have
released
an
ad
API
(CPL
focus)
and
are
building
the
infrastructure
but
no
Ametable
• Promoted
updates
(e.g.
locally
focused
for
shops)
• No
ability
to
track
performance
adverAsing.
Raised
£33
million
April
2013
to
boost
mobile
adverAsing
• Focus
on
funneling
traffic
into
exchanges
• None
• No
ability
to
track
performance
adverAsing

11. Facebook:
the
Opportunity
• Audience
size
(1.1B,
751M
on
mobile)
• Mobile
usage
now
75%
of
MAU
• Mobile-­‐only
MAU
is
10%+
of
total
users
• Mobile
is
now
30%
of
total
ad
revenue
Facebook’s
Mobile
Monthly
AcAve
Users
(MAU)
in
millions
Source:
Facebook

12. Facebook
ad
unit
• App-­‐specific
ad
unit
• Links
directly
to
the
App
Store
• Appears
in
mobile
newsfeed
• SegmentaAon
opAons
To
maximise
this
opportunity,
marketers
must
measure
downloads
and
loyal
usage
acAons.
Your
choice
is
to
build
it
yourself
–
or
work
with
a
Facebook-­‐
integrated
a^ribuAon
and
opAmisaAon
partner
like
Fiksu.

13. TargeAng
OpAons
• Demographics:
region,
age,
gender,
relaAonship
status,
educaAon,
new
job,
new
home,
expecAng,
just
moved…
• Interest
opBons:
sports,
music,
brands,
interests,
technology…
• Facebook
presence:
target
(or
exclude)
those
who
like
your
page,
for
example
• Custom
audiences:
emails,
Facebook
IDs,
or
phone
numbers
can
be
targeted
or
excluded
• Migrate
exisAng
customers
• In
any
combinaAon

14. What’s
Performance
Like?
• Every
app
has
a
personality
– For
some,
Facebook
is
one
of
the
top
sources
of
traffic
– For
others
it’s
less
efficient
than
exisAng
channels
– That’s
precisely
why
you
have
to
test
• In
aggregate,
CTRs
and
conversion
rates
are
much
higher
than
typical
networks
• You
won’t
know
unAl
you
try
–
but
you
should
definitely
try

15. Fiksu
Findings
Facebook
Mobile
App
Install
unit
now
a
Top
10
Ad
Network
for
Fiksu
• Launched
in
Feb
2013
and
rapid
adopAon
since
then
• Fully
a^ributable
network
with
great
loyalty
• High
volume
and
CPI
potenAal
of
£.75
-­‐
£2.25
However,
this
source
requires
very
acAve
management
to
sustain
• SaturaBon
–
Performance
worsens
quickly
amer
the
ad
is
displayed
a
second
Ame
or
the
ad
tries
to
reach
users
with
low
online
engagement
• Young
Audiences
-­‐
Highly
engaged
users
skew
performance
in
favor
of
younger
audiences
• Metrics
-­‐
Overly
broad
conversion
claiming
makes
comparing
with
other
networks
challenging

16. Case
study:
Photo/Video
Sharing
App
• Launched
Facebook
campaign
driving
10k
installs/day
out
of
the
gate
– Targeted
at
US,
Brazil,
Spain
&
France
– Set
up
7632
audiences
in
first
week
– Massive
skew
to
female
gender
and
younger
ages
• Good
results
sustained
for
10
days
amer
launch
– Cost
per
Install
£0.70
-­‐
£1.00
CPI,
25%
conversion
rate
– Returning
Usage:
74%
matched
organic
downloads
– InternaAonal
Reach:
Lower
costs
and
higher
volume
than
any
other
source
in
Brazil,
Spain
&
France
• Client
scaled
back
campaign
because
they
needed
to
upgrade
server
capacity!

17. bhansz@fiksu.com
www.fiksu.com
@fiksu
Thank
You!
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