mobile advertising: finding your balance point
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Mobile Advertising: Finding your balance pointTRANSCRIPT
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General Intro
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Taptica is a mobile DSP We use programmatic media buying and contextual profiling to find the most relevant user for every application
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Advertisers
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When you walk out of here, you will…
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Know how to get 5 times better results from your campaigns
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You will know that PMS is not what you think it is
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you will learn why you don’t need to care about your CPI
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AND You are going to find your balance point
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Let’s get to work
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So you want to market your app?
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And you are thinking…
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I’ll try my luck and bid low. If I
can get engaged users on this bid – it’s a win-win!
Right? Wrong!
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More is actually less
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The higher you bid, the less you pay for a booking / paying user
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But wait one minute:
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Value is an important target but I also need volume… Can you really hit my volume targets when bidding only on the high-end traffic?
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Finding the balance point
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User
Media source Application
?
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How do I find my balance point?
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The answer is P.M.S
Post-install event
Multi-level pricing
Substantiate (trial and error)
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Post-install event – the revolution
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Follow up on the user’s post-install actions Is he using the app on the second day? Is he/she purchasing virtual goods? In what amount? Is he/she booking a flight/restaurant table/hotel? How often?
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No such thing as a bad media, only wrong pricing
Multi-level pricing
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Multi-level pricing
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Publisher bid Conversion to pay Action Media 1 $2 4% Do nothing
Media 2 $2 7.5% Increase bid to $3.5
Media 3 $2 2.5% Decrease bid to $1.2
Our target: 4% conversion to paying users
Now we are bidding $1.2, $2, $3.5 for the right balance between Value and Volume
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Substantiate
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Bids 50% more than your highest current bid
Try mixing in some incent
Experiment with creative, profiles, media channels
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Lets Practice
PMS
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The app: utility The bid: $4 The challenge: lower cost per paying user from $80
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A Case study
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P for Post-install event – on every payment event M for Multi-level pricing - $2-$8, average: $4.9 S for Substantiate – open incent traffic at $0.5
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A case study
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The app: utility The bid: $0.5- $8 The result: $19 cost per paying user
Before: 1 user for every $100 After: 5 users for every $100
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A case study
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Do you know how to get 5 times better results?
Do you know that PMS is not what you think it is?
Do you know why you don’t need to care about your CPI so much?
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Just to make sure I kept my promise
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Did find your balance point?