the evolution of mobile advertising - oren kaniel, appsflyer

< 2011 2012-3 2014 2015

Imagine Investing Like This

AppsFlyer Takes The Guesswork Out

2011

Users

Publishers

Apps Specific

Publishers/platforms

Social

discovery

Review sites:

Blogs

video

Apps

PR

CatalogsVerticals

Incentivized

downloads

Ad

networks

Deal

trackers

Apps

Search

Cross

promotion

Search

Social

content

BlogsMobile

Verticals

Self service

marketing

Email

TwitterBlog

Facebook

Ad

networks

Forums

Developers

Partners

Carriers

Advertiser

s

Ad Networks UsersAdvertisers

2012-2013

Attribution Authority

CPI/A

PPE Enablement

2012: 6 to 60 networks

2013: grow to 260 networks

Advertiser

s

Ad Networks Users

Agencies

Agencies

Reengagement

CPA Enablement

Attribution Authority

700 Ad-networks

Advertisers

2014

< 2011• Blind CPM/C• $$$ decrease value

2012-3• Attribution authority• CPM/C/I/A• ROI/LTV• $$$ increase value

2014• PPE• Re-engagement

2015• PPE• Re-engagement

ONE SMART LINK TO RULE THEM ALL

App Not Installed

App Already InstalledAd Click

San Francisco Hotels

Get $50 Off

Book Now

You Have $50 Credit

Redirect To Appropriate Store

Only if app not installed

One Smart Link URL

Any Platform: Web, iOS, Android etc.

Any App Store: Apple, Google etc.

Any Scenario: App already installed

or not

Same Experience

Specific Landing Page

Deeplinking (App Open)

Deferred Deeplinking (Install)

Same Experience

Deeplink

Deferred Deeplinking

One Smart Link to Rule Them ALL

AppsFlyer’s

Servers

App Store/

Play

User

Device

Ad click

Store Redirected

App

Install

Events

API’s & Postbacks

App Install &

First Open

Get Attribution Data

Advertiser is able to

query attribution data in

real time, and directly

serve relevant content,

upon the first app open.

Media

SourcesMedia

Sources

Hotels New York

Get Attribution Data Flow:Providing the users you acquire with relevant content and maximizing your ROI

Target new devices

Hit the top 25 networks

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Be close to the market

Buying users is ok

0%

5%

10%

15%

20%

25%

30%

Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14

Paid/Organic Installs