Where Have All The Users Gone Thinking Beyond the Install
Where have all the users gone?
Aug 17, 2015
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Where Have All The Users Gone Thinking Beyond the Install
Where Have All The Users Gone
• The need for a unique rela/onship with mobile consumers
• Thinking beyond the CPI: The need to put greater value on reten/on
• Leveraging rewards & loyalty programs
• Quick introduc/on to Appsaholic by Perk
About Me
12 years on the agency side, in print and digital media planning and buying. 3 years on the publisher side working for a video distribu/on plaHorm. 1 year fully immersed in the mobile app space.
My Personal Side
Personal text messages
Personal apps
Serious photos
The Mobile Relationship: It’s Personal
Our rela/onships with consumers through their mobile devices is more unique than any other
And this makes everything just a bit more challenging
Uninstalls Crowded App Marketplace User Abandonment Low conversion rates
App Store Revenue Cuts Slimming profit margins
Increasing CPIs Higher costs User acquisi/on challenges
Ra/ng / review pressures
Reten/on challenges
Engagement fluctua/ons
Low re-‐engagement rates
Resource constraints
Low IAP rates and price points Opera/onal complexi/es
Shrinking CPMs
User resistance to ads
Increase in average Cost per Loyal User (CPLU) from March 2014 to March 2015
Source: Fiksu Index, 3/15
Our Mobile Reality: Increasing UA Costs
The percent of new users that will visit your app in the next month
Source: Appten/ve, 2014
Our Mobile Reality: Decreasing Retention Rates
Thinking Beyond The Install
Are you over-‐valuing Installs, and under-‐valuing Reten/on?
Several Ways to Increase Retention
• A friendly and useful User Experience • Leveraging Analy/cs and Metrics • Effec/vely use Push No/fica/ons • Allow for strong social sharing
Leveraging Loyalty & Rewards
A new breed of solu/ons are coming to mobile apps to capture and reward a_en/on. You can now reward your users for engaging with your app the way YOU want them to, and ul/mately increase user reten/on.
Loyalty & Rewards: Isn’t it Cheating?
Loyalty programs have become a part of everyday life:
Loyalty & Rewards: Advertiser Hesitancy
The devalua/on of an ad impression against an
incen/vized experience is archaic and short-‐sighted.
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Appsaholic powered by Perk
Appsaholic is built on the back of our consumer-‐facing, ad-‐driven rewards plaHorm, Perk.com
• 3MM Perk Members • 12 branded apps, focused on everyday mobile habits • Average /me spent per day – 42 minutes
Give Users Purchasing Power
• 150+ gid card op/ons • Perk Plas/k debit card by Discover • Your in-‐app purchase catalog
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What We’ve Learned
Offering users rewards of real value will:
Give users purchase power -‐ Cash, gid cards and virtual currency to make in-‐app purchases Reduce ad sensi?vity -‐ High comple/on rates (98%+) and posi/ve brand associa/on
Drive reten?on and engagement -‐ Average of 42 minutes per day, and they keep coming back
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How You Issue Points
Set Custom Events User unlocks points a0er
comple2ng events in your app
Distribute Points User earns points by comple2ng an ac2on
How Users Earn More Points
A0er ac2on is completed, user can earn more points (and revenue for you) or
return to your app
WHY PARTNER WITH US?
Mone?za?on Management All areas of ad partnerships, ad opera2ons, reward catalog
partnerships and administra2ve opera2ons are managed at no cost to
you.
Fully Managed Resources We provide account verifica/on, reward fulfillment, customer
service, quality assurance and a dedicated account team at no
cost to you.
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Analy?cs and Repor?ng Centralized data from all sources with repor2ng
capabili2es and insighCul dashboards.
Come see us at Booth #210
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