Mack Flavelle, VP of Marketing Making Sense of the Messy State of Mobile App Marketing
Making Sense of The Messy State of Mobile App Marketing
Aug 20, 2015
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Mack Flavelle, VP of Marketing
Making Sense of the Messy State of Mobile App Marketing
Dan McGaw - KISSmetrics - @danielmcgaw !Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue.
Mack Flavelle - Tapstream - @mackflavelle !Mack Flavelle does marketing for Tapstream. Tapstream provides best in class mobile a"ribution and value add services for user acquisition.
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App Marketing
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Understanding Ad Networks
1
All the same?!?
Ad Networks Overview There’s literally hundreds of ad networks, each one claiming to be totally unique, to have unparalleled reach and to deliver premium users every time.
!
Mobile Ad Networks
Mobile Web Traffic
Video Ad Networks
Native Ad Networks
Interactive Ad Networks
Daily App Networks
!
h"p://trendblog.net/mobile-advertising-networks-overview-infographic/
Rules of Engagement
Ad Network Rules of Engagement
Hat Tip: twitter.com/kamobit
!1. Ask for specific examples of publishers who will be showing your add.
2. What are the targeting capabilities of your network?
3. How do you determine the targeting parameters? Is it 1st party data? Do you infer them from a
statistical model?
4. Where do the ad units show up? Ask for screenshots - this is really important.
5. How much traffic do you drive for your biggest advertiser on avg. per week, month, etc.
6. What do the most effective ads look like? Ask for examples they can send you.
7. What can I expect in terms of cost and conversion rate based on other advertisers with a similar
audience/product?
!
DSPs, SSPs , Exchanges…
It’s all about Targeting
Facebook MAI Ads
On mobile, App Installs has been one of our best performing ad products, driving over 350 million installs to date. Over 60% of the top grossing apps on the Apple App Store and Google Play use Mobile App Ads, which is pre!y impressive performance for a product that launched in January last year.
!- Zuck, Earnings Call: April 2014
FAN
Twi"er
MoPub
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Demystifying App Marketing Tools
2
It’s simple really…
Except it isn’t. At all.
It’s simple really…
Where did they come from?
A!ribution Providers How to choose your third party tracking partner.
Company Cost Integrations
Mobile App Tracking $$ 100+
Kochava $$ 100+
Ad-X $$$ 100+
Tapstream $ 100+
Many Many More N/A N/A
Which way?
Mobile A/B Testing
http://github.com/aomojola http://leanstack.io/aomojola/mobile-ab-testing-service-comparison
Bridging the Gap
Deep Linking
What is it? !
Why is it? !
Where is it headed?
Deep Linking Options
Mobile Ad Tech
The KPIs that Ma"er
3
Acquisition New Users (by source)
Conversion Rates Virality
Engagement Retention 1/3/7/30
Session Length Session Interval
Uninstalls
ARPU / ARPPU ARPDAU
LTV
Monetization
Questions?
Mack Flavelle VP of Biz Dev
Tapstream @mackflavelle
Dan McGaw Director of Marketing
KISSmetrics @danielmcgaw
THANK YOU
Mack Flavelle @mackflavelle
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