Mobile Advertising: Finding Your Balance Point

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

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

Let’s get to work

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So you want to market your app?

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!

More is actually less

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The higher you bid, the less you pay for a booking / paying user

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?  

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)

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

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

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

The app: utility The bid: $4 The challenge: lower cost per paying user from $80

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A Case study

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

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

 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?

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Sigal.b@taptica.com