benjamin hansz-fiksu
Post on 20-Oct-2014
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How to Go from Good to Great When Marke2ng Your App or Game on Facebook (and now Twi>er)
Benjamin Hansz VP of Interna2onal Client Management App Promo2on Summit – July 10, 2014
About Fiksu Fiksu is the world’s leading mobile app marke2ng plaSorm. From media buying, op2miza2on, and a>ribu2on to big data and analy2cs, our programma2c technology and extensive reach allow us to deliver a comprehensive, unmatched solu2on to help our clients obtain high-‐quality mobile users. We work with leading brands, mobile-‐first apps and game publishers, and are proud to say 40 of the top 50 grossing apps use Fiksu.
800 Clients
2300 Apps
300% YoY Growth
250 Employees
3 Con2nents
2.7B Downloads Driven
App Marke2ng Ecosystem Tradi2onal/Display Social
Video
RTB Exchanges Rewards
… and many more
Social is one key component of a balanced approach.
Why Facebook?
Reach
Volume
Long Term Value
Over 1B mobile users (51% of all smartphone/tablet users)
With the right tools and tac2cs, you can generate unprecedented volumes of high quality users
Highly granular targe2ng tools let you reach users with unique characteris2cs and interests
Highly Effec2ve Ad Unit for Apps
• Introduced August 2012 • Dedicated ad unit for apps • Links directly to the App Store • Appears in mobile newsfeed
Precise Audiences & Insight Demographic
Educa2on
Rela2onships
Keywords & Interests
Countries, Regions, Ci2es, Zip, Radius Locales, Gender, Age
Educa2on Status, College Networks, College Majors Work Networks, College Years
Rela2onship status Interested in
Broad interests Keywords
Device OS Version, User Device (brand) Wireless Carrier
Custom Audiences “Lookalikes” Phone, Email, Iden2fiers
Vast Array of Segmenta2on Opportuni2es
1,000 Discrete Campaigns
Interests, Custom Audiences, Lookalikes
Explore related interests for correla2ons
Custom & lookalikes: seen up to 60% improvement
Fiksu tools help expand audiences as much as 10x
How Facebook Stacks Up vs. Other Sources
Facebook is not the cheapest source. However, it is clearly the most producCve non-‐incent source for generaCng ROI.
• Revive lapsed users • Drive behavior • Deep link direct to ac2on point in app
• Frac2on of the cost of new acquisi2on
Retarge2ng and Re-‐engagement
Case Study: Driving Volume and ROI AcCon SimulaCon Game Goal • Drive player volume at low cost per loyal user and generate ROI-‐posi2ve downloads
Tac2cs • Segmented based on engagement metrics of heavy users
• Developed high-‐quality lookalike audiences • Implemented interest targe2ng • Op2mized on crea2ve, interests, lookalike audiences and LTV
Results
Cost per install
Cost per loyal/returning user
Average revenue per user
$0.78, as low as $0.65 for select segments
$1.43, as low as $1.02 for select segments
Return on adver2sing spend
Over 60%
$1.72
Twi>er
Reach • Nearly 200M monthly ac2ve mobile users
New mobile app promo2on (MAP) product suite • Twi>er Card shows in 2meline or search • Links to App Store (or if app already installed, opens in app)
Unique targe2ng
Why Twi>er?
AJer strong results in beta, TwiLer’s mobile app promoCon product suite was officially announced just a few weeks ago.
Targe2ng Similar to Facebook By category (Technology, Business etc.) or specific @usernames (Tweets shown to people with similar interests to followers of those @usernames)
Reach users based on keywords in their search queries, recent Tweets, and Tweets they recently engaged with
TV ad targe2ng (users who have likely seen your TV commercials) TV conversa2on targe2ng (people talking about specific TV shows)
Layer on addi2onal targe2ng parameters to pinpoint the users who are based suited for your app
Create an audience based on users’ web browsing behavior, email addresses and other CRM data, or lists of Twi>er IDs
…Stay tuned for more on TwiLer!
Interests
Keywords
TV Targe2ng
Geo, Device, Gender & Language
Tailored Audiences
The Fiksu Difference: Exper2se and Tools to Get the Most out of Facebook and Twi>er
Programma2cally Op2mizing in Real Time
Before $0.95 Aser $0.74
Fiksu turned on programma2c buying and op2miza2on resulted in a more than 20% drop in effec2ve CPI
Fiksu for Facebook Fiksu is one of only a handful of Facebook partners with both access to data and access to buy media: • Ads API Partner with Mobile Measurement access -‐ Measure ROI from Facebook spend down to the ad click level
• Programma2c media buying & op2miza2on tools -‐ Make be>er use of Facebook’s targe2ng capabili2es -‐ Drive be>er ROI (CPI, CPLoyal, etc) -‐ Dynamically create huge numbers of campaigns for microtarge2ng
• Support Mobile Installs & Re-‐engagement
Fiksu for Twi>er’s broad integra2on, expansive reach, and global support means app adver2sers benefit from the full suite of Twi>er’s Mobile App Promo2on products: • Ads API integra2on -‐ Allows automated crea2on, tes2ng, and management of mul2ple campaigns
• Mobile App Conversion Tracking -‐ Provides comprehensive, granular analy2cs and exportable data
• Tailored Audiences -‐ Segments users for greater performance across app install and retarge2ng campaigns
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Fiksu for Twi>er
