the state of app discovery - #adweektune
TRANSCRIPT
Jennifer WongVP of MarketingTwitter: @jenerationy
Christian CalderonHead of MarketingTwitter: @caldie
The State of App Discovery
in 2015
Agenda● What motivates app downloads
● How demographics can impact app discovery
● What it takes to get a target consumer to download and
use an app
● What does this look like in real life?
How we tried to solve this issue.
Who did we survey?
Think about the last app you downloaded...
OS breakdown
Why users download apps
What motivates users to download apps?
Takeaways ● Users are turning to apps to
solve problems● Ads are a dark horse● Networking is important - but
social underperforms
iOS users prefer WOM, Top Charts, and Ads
Users under age 25 like to talk about apps… a lot
Practical utility is most important for older users
Users will download apps they’ve never heard of
Number of times seen/heard of app prior to download
How users find apps
You’re only seeing half the picture
Search vs. direct motivation by Android
Search vs. direct motivation by iOS
What is the importance of app store visibility?
Ranking the most important factor in choosing an app
Takeaways ● Title is more important for
Android than iOS● Reviews are more important
for iOS as well
Takeaways
● People use apps to help solve problems● Ads are powerful and indirectly motivate
users in a number of different ways● Age groups, iOS users, and Android users
are all motivated differently and should be marketed to uniquely.
About
2 Live games:
26 Employees:
1 Studio:
250 Billion Dots*: *Two Dots only*28x around the world
5 Mobile marketing fundamentals for DOTS
@caldie, @playdots
1. Stay up-to-date. Navigating the ecosystem as a new mobile advertiser can be confusing, it’s important to always asking questions--never stop seeking knowledge.
2. Set up to scale. You need measurement, some type of product-level analytics platform, market and ASO tools.
3. Understand KPIs. Know your key metrics so that you can dynamically optimize and improve the distribution of your game.
4. Set goals. Influence over product changes through KPI targeting and gated development to ensure distribution goals are met.
5. Always measure, test and optimize. We operate in a competitive industry with moving targets, you can never stop iterating for success.
Getting set up to scale
● Independant third-party deduplication, measurement and reporting delivers a clear overview of activity that allows advertisers to scale with multiple ad partners
● The ability to scale with many ad partners lowers our total cost
● Discovering new ad partners can be time consuming and confusing
● We use TUNE’s Integrated Partners Index to discover new partners in a data-driven approach
● The Partner Index allows us to segment by Platform, Region, Pricing and Partner Type
@caldie, @playdots
Sustainably scaling with multiple partners ● Assigning proper credit prevents us from
paying for the same install multiple times● MAT lets us know which ads yield maximum
ROI and bring in the most volume● Taking advantage of this, we sustainably scale
installs across multiple partners at a lower CPI
Ad Partner
LTV > 3x eCPI
LTV > 2x eCPI
LTV > eCPI
LTV < eCPI
● After discovering new potential partners, we test them over the course of a couple weeks
● If a new ad partner performs well, we continue to spend and increase their budget
● If the partner performs poorly, we cut spend and continue to test others
● With MAT we’ve been able to test over 60 different ad partners in the last 12 months
@caldie, @playdots
Iterating our way to success with search
● We’ve increased our top 3 and top 5 visibility by 100% and 65% respectively on TwoDots since August 1st
● We’ve increased our top 3 and top 5 visibility by 50% and 78% respectively on Dots since August 1st
● Our constant iteration on search has greatly improved since using TUNE to improve our discoverability
Optimizing our listing to increase conversion
The main objective of our store listing is to showcase our brand and improve conversion by letting players know exactly what to expect when they install our game.
Store listing impact on conversion for Dots
Questions?
