10 Tips to Acquire Loyal App Users in the US and Globally

Micah Adler, CEO and Founder of FiksuDecember 15, 2012

Mobile Apps: Big Opportunities, Big Challenges

‣ 1.4 million apps in Apple App Store & GooglePlay ‣ $19B mobile apps & advertising revenue in 2012 (MARY MEEKER, DEC 2012)

‣ $46 Billion in revenue will be generated by mobile apps in 2016 (ABI RESEARCH, NOV 2012)

‣ 92% of all smartphone users download apps (FIERCE MOBILE, NOV 2012)

‣ Average iOS device uses > 100 apps overall (APPLE CEO TIM COOK, SEPT 2012)

Mobile App Marketing Landscape is Complex

Source: LUMA Partners

Fiksu High-Performance Mobile App Marketing Platform

EXCEPTIONAL MARKETING RESULTS

PerformanceIntegrated AttributionCentralized BuyingOptimization

• Turnkey integration to entire mobile app ecosystem: – Ad networks, RTB exchanges, Incent Networks, . . .

• Intelligent algorithms optimize performance.

The World’s Leading Mobile App Marketers Use Fiksu to:

‣ Deliver large install volumes cost effectively‣ Acquire highly-engaged, loyal users ‣ Drive cost efficiency for best ROI‣ Achieve exceptional store visibility to drive organic users ‣ Gain actionable insights into marketing performance‣ Outsource to the experts

Challenges in expansion to US & Globally

‣ Localization‣User acquisition practices

› Some markets highly competitive

Considerations for Going Global‣ Localization

› The app itself› Ensuring app’s discoverability in country-specific

stores:› Title, description, search keywords and ads

Considerations for Going Global‣ User Acquisition in Highly Competitive Markets

› Getting to Top 10 in iOS App Store:› US: 65k-75k downloads/day≅

› Korea: 15k-20k downloads/day≅

› Volume requires broad user acquisition strategies› Important: use country specific traffic sources

10 Tips for Global User Acquisition

Based on Fiksu’s experience with promoting hundreds of top apps

1: Maximize organic lift through optimal app store rank

‣ Organic lift: organic downloads driven by ad spend‣ Goals based on rank:

› Best cost/organic download› Maximize volume› Quality of organic users

‣ Key variables to track:› Overall app rank› Category, sub-category rank› App ratings

Cost > Benefit

Optimal ROI

Insufficient volume

#1.....–......–.....

XX

Rank

2) Balance incent and non-incent sources‣ Highly competitive markets (like the US):

› Incentivized traffic crucial in reaching ranking goals› Non-incent traffic provides loyal users

‣ Fiksu launched our own rewards platform: FreeMyApps› 750,000 monthly active users› Launched more than 120 titles this year alone› Used by 30 of the top 50 grossing gamepublishers in the iTunes Store

3) Incorporate vast global media inventoryNon-Incentivized Ad Networks Social

Publisher Direct

Example: Fiksu reach: 225 billion iOS and Android impressions per month

RTB ExchangesIncentivized

4) Centralize your media buying

Without centralized buying:‣ More difficult to obtain large install volumes cost effectively‣ Multiple bids on the same publisher inventory‣ Audience saturation limits the life of campaigns ‣ Network-specific optimization worse than campaign-wide optimization

‣ Attribute post-download actions driving your business

‣ Tie actions back to media sources driving loyal users‣ Tightly couple to optimization for best performance

Optimize on Downloads

Optimize on loyal users-Up to 3x performance

“Expanded Loyal user base while reducing cost to acquire loyal users by 50%; achieved #2 in iOS Productivity category.” – Cole Mercer, Director of Marketing, Lemon

5) Optimize on post-download events based on your loyal user

Repeat usage In App Purchase Registrations, leads Online & Physical Sales

6) Integrate attribution with optimization ‣ Attribution challenges:

› Different traffic sources require different attribution technologies

› iOS transitioning slowly from UDID to IDfA

‣ Advantages of integration with optimization:› More reliable data› Insights actionable immediately› Evaluate millions of combinations to

drive superior performance‣

7) Learn from the past‣ Use historical conversion and monetization data

› Loyal usage should be tied back to ad spend› Entire history of campaign› Entire history of resulting users› Leverage data across apps

‣ Key data source for optimization‣ Fiksu: over 58B in-app actions in our KnowledgeBase

› All tracked back to source

LTV

Media Performance

Loyal User History

Better DecisionsBetter ROI

8) Unite all metrics in one place‣ Key to success: consolidate reporting from all

media sources into single analytics dashboard‣ Real-time‣ Immediately actionable

9) Take advantage of real time bidding‣ RTB exchanges: the most targeted way to buy media ‣ Purchasing more directly from publisher‣ Delivers best price/performance‣ Many advertisers do not access this inventory‣ Integrate optimization and attribution directly with RTB

Exchanges to ensure effiency

10) Take advantage of holidays and new device introductions

‣ Holiday period offers huge opportunity, but it’s competitive and expensive

‣ 2011 spike in app discovery & user activity:› 6.8 million new iOS & Android devices were activated on

Christmas Day › 1.2 billion apps were downloaded between Christmas and

New Year's Eve› Traffic and spending doubled during that week› Opportunity for those seeking peak growth

‣ Similar opportunities at times of new device introductions such as the iPhone 5 launch

10 Tips from Fiksu’s experience1 Maximize organic lift through optimal App Store rank2 Balance incent and non-incent sources3 Incorporate vast global media inventory4 Centralize your media buying5 Optimize on post-download events based on your loyal user6 Integrate attribution with optimization 7 Learn from the past8 Unite all metrics in one place9 Utilize real time bidding10 Take advantage of holidays and new device introductions

Contact Us

Fiksu APACPhone: +65 6372 9538

Email: sales-apac@fiksu.com