'Facebook app advertising' - Markus Von Der Luehe at App Promotion Summit Berlin

Using Facebook ads as a key to unlocking mobile success

Markus von der Luehelinkedin.com/in/markusvonderluehe |

@mluehe | [email protected]

AdParlor: Smarter Social Advertising since 2008

Games Gaming Brands DR Agencies

Founded in ‘08. Ads API Partner in ‘10. Acquired by AdKnowledge in ’11 Serve over 1b daily impressions on Facebook, 2m app installs per

month Offices in DE, FR & UK. Various locations in Americas & APAC Strength in Team, Technology, Client Service, and Performance

So what’s the real story?

Cutting Through the Clutter? An estimated 56-82 billion apps were downloaded 2012 Google Play & iOS Appstore offer ~1 million apps App discovery & loyalty are a huge challenge

8,200 advertisers and 145 Million App Installs on

Facebook later

A Look at Facebook in Germany

Every Day

>19Mpeople daily

of monthly active users return daily76%

>13Mpeople daily on

mobile

Every Month

Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013

>25Mpeople monthly

43%of internet users inGermany

That’s

>18Mpeople monthly

on mobile

27%of mobile phone users in Germany

That’s

What do Chocolate and Facebook have in common?

Seven out of ten people check Facebook before going to sleep.

20% say they don't go to sleep until they've checked their

favourite celebs' tweets

20% of those surveyed admitted they've actually stopped having sex to check an incoming text

Advertisers Following the Eyeballs…

Q1:12 Q2:12 Q3:12 Q4:12 Q1:13 Q2:13 Q3:13

Ad Revenue (m) $872 $992 $1086 $1329 $1245 $1599 $1798

Mobile (m) $139 $250 $399 $656 881

% from Mobile -- -- 14% 23% 30% 41% 49%

Total MAUs (m) 911 955 1007 1056 1110 1155 1180

Mobile (m) 488 543 604 680 751 819 874

% of Total MAUs 54% 57% 60% 64% 68% 71% 74%

As Mary Meeker said in her Annual Internet Trends: Mobile is helping drive users and revenue for Facebook

The Power of News Feed

40% of time spent is in News Feed

Over 180b News Feed impressions daily

News Feed is the most engaging place (e.g. 65% of likes)

10x higher ad recall per Page post vs. right-hand side

Native Ad Units:Built to use the power of News Feed and mobile form factor

Photo Page post ad Link page post ad Mobile app install ad

38%More Attention

Detailed Audience Targeting at ScaleDemographic

Age

Gender

Geo

Interest Targeting

Target people based on information they’ve added to their timeline, e.g. Pages they like, apps they have used

Mobile Consumers

Mobile users with 3+ year old devices

Active feature phone users

Smartphone users

Current users of specific device models

Custom Audiences

Create specific lists with your real customers

Match against email, phone, UID in a data-secure mode

Interest “Keywords” Matter AdParlor was driving iPad app installs &

subscriptions of females for “Spotify for magazines” startup pixelmags

The big impact was when through our testing we found the right set of interest based keywords, e.g.

…#Gossip,#Gossip magazine,#Hello (magazine),#InStyle…

76%more subscriptions driven by this targeting group of keywords vs. the next best performing group

Pay Attention to your Bidding Method

Facebook launched CPA bidding 21st October

AdParlor and ebookers immediately began testing the effectiveness to drive iOS app installs

The results were so impressive, all the ebookers Facebook campaigns were switched to CPA

Is it Sunday yet?

Thursday & Sunday are best performing days at the moment to drive app installs via Facebook

12.00%

12.50%

13.00%

13.50%

14.00% 13.38% 13.16

% 12.87%

13.35% 13.02

%

13.31%

13.89%

CVR

Monday

Tuesday

Wednesd

ay

Thursday

Friday

Saturd

ay

Sunday $1.80

$1.90

$2.00

$2.10 $1.99 $1.97

$1.93 $1.89

$2.05 $2.00

$1.95

CPI

Android vs. iOS

Android performs better than iOS across the board, though you will have lower CVR’s

CPC: $0.11CTR: 2.06%CVR: 6.93%CPI: $1.53

CPC: $0.38 CTR: 1.04% CVR: 18.48%CPI: $2.08

Measurement

FB on iOS: SDK

FB on Android: SDK

Integrate with Facebook SDK for oCPM bidding and measuring CPI

Integrate with SDK from one of our mobile measurement partners for

complete tracking solutions

Update mobile SDK to access Facebook metrics

Rea

chTo Drive Mobile App Installs on Facebook

Prepare & Diagnose• Identify KPI s and attribution• Set up measurement• Set up creative delivery

Test• Conduct a low cost test• Leverage Facebook levers

until you achieve target CPI

Scale• Incrementally increase

spend while meeting target CPI

As needed (1 to 4 weeks) Typically 3 to 6 weeks Ongoing

Iterate

Time

Take a test & learn approach

What’s to Come…

Autofill: Facebook Plans for Partnership with PayPal and Braintree for in-app purchases using credit card information stored in their Facebook account. The process avoids the need to type in numbers and data on a tiny smartphone or device screen.

Facebook will know which e-commerce companies its members buy from, what they buy, and how much they spend. This would give Facebook tremendous leverage when selling mobile advertising since it can tell potential advertisers how much its members are willing to spend on their products

linkedin.com/in/markusvonderluehe | @mluehe| [email protected]

Thank You