The Evolution of Incent Networks

Transcription

1 The Evolution of Incent Networks A panel discussion webinar Moderated by Steve Bagdasarian, VP of Business Development, Fiksu May 15, 2014

2 About Fiksu World s leading mobile app marketing platform 800 CLIENTS 2300 APPS 40 of TOP GROSSING APPS Boston Northampton San Francisco London Helsinki Singapore Tokyo Seoul Over 12 million Facebook Installs

3 What We ll Cover Overview of incentivized marketing Staying relevant in an ever-changing market Battling a bad reputation New trends in incent

4 Moderator Digital, social and mobile strategies have been Steve Bagdasarian's passion for the past 9 years. At Fiksu, Steve leads the company's Business Development and Traffic Strategy initiatives, growing Fiksu's integration to more than 45 media sources and making the Fiksu platform the world's largest mobile app media inventory. Previously Steve managed both the Digital Strategy and Mobile practice at Boston ad agency, Hill Holliday. Throughout his career, he has worked on creating emerging media ideas that impact business for major brands like Dunkin Donuts, Liberty Mutual, Bank of America, Major League Baseball, Verizon, CVS, Novartis, Chili s, Jarden Brands, TJ Maxx and Marshalls. Steve's work won AdWeek s Media Plan of the Year for Mobile in 2011.

5 The Panel Tammy Taw is the Director of the US Developer Relations team at Tapjoy responsible for building relationships with mobile game developers and assisting with their user acquisition and monetization needs. She has been in the mobile gaming industry for the last 10 years. Prior to joining Tapjoy, worked at publishing companies, including Konami and Bandai Namco. David Diaz is vice president of developer relations at SponsorPay, which fuels the app economy by creating solutions for smarter ad monetization. David leads the company's San Francisco-based publisher relations team, cultivating relationships and growing SponsorPay's publisher network in the US. Prior to SponsorPay, David oversaw user acquisition and led the PR, marketing and business development initiatives for Metamok's portfolio of products. David has also worked at mobile game publisher Booyah as a communications manager and TechCrunch as a writer and CrunchBase contributor. David is a graduate from Stanford University where he earned degrees in political science and communication. He is based in San Francisco.

6 The Panel At Fiksu, Glenn Kiladis leads the ideation of new mobile marketing & media solutions for games, brands, and agencies. He also built FreeMyApps, which quickly grew to become one of the world's largest rewards based app discovery & engagement ad networks. Fiksu sees 50+ million DAU'S on its mobile marketing platform & works with 40 of top 50 grossing game publishers. Prior to Fiksu, Glenn was VP, Marketing, User Acquisition & Mobile Ad Monetization for HeyWire, a cloud based multi-screen SMS & social networking platform with over 5 million registered mobile users. Previously he was VP, Marketing & Game Developer Relations for Zeemote, a mobile gaming company, acquired by GAIA Holdings of Japan. There he worked with EA Mobile, Glu, Gameloft, Nokia, Sony, T-Mobile, Vodafone & others. He also held leadership positions at Digit Wireless, a mobile device UI/UX Co. and Logica (now Acision) the leader in mobile messaging delivering 2 trillion messages yearly.

7 What Is Incentivized Marketing? Rewarding customers for taking desired actions Encourages large numbers of users to interact at least once Not new to apps!

8 Incent: Part of a Balanced Strategy Traditional banners, video Incent RTB Social Direct

9 Rewards-Based Marketing

10 Fiksu Study: Activity generated by $10K Nonincent Incent Over 150 apps; tens of millions of ad spend Multiple incent and nonincent traffic sources Loyal users Target ac/ons Registra/ons

11 Same Budget Different Impact Non-Incent Incent Difference Budget $10,000 $10,000 0% Cost per Download $2.96 $ % Downloads 3,378 13, % % converting to loyal 57% 24% Loyal Users 1,926 3,288 71% Cost per Loyal User $5.19 $ %

12 Question 1 What has your company done to stay relevant in an ever-changing market?

13 What has your company done to stay relevant in an ever-changing market? Tammy Taw, Tapjoy Perpetually innovate Tapjoy released the ngen platform, which allows publishers to target ads to the right user, at the right moment, with the right message. This allows app publishers to better monetize their users, and in turn, advertisers can target for specific moments in an app to see higher conversions, better retention, and overall return on their investment. ngen is built on a flexible framework so we can adjust and help publishers stay ahead of the curve and in tune with their users. David Diaz, SponsorPay Transitioned from an all-incent network to a mobile supply-side platform. Now mediate and support strategic and relevant demand partners for different ad formats, both rewarded and non-rewarded. Decreased reliance on the offer wall and moved into other rewarded formats that work well in this industry, most notably video. Recently launched new dashboard, which empowers developers to optimize their monetization strategy with user-level metrics (DAU & ARPDAU) and actionable insights that are gleaned through curated graph views. Glenn Kiladis, FreeMyApps Invested in improving targeting capabilities. We now have the ability to create custom segments, allowing us to shape the campaign s audience to match the goals of the publisher. Improved end-of-campaign reporting, helping publishers evaluate the results of their burst or steady spend campaigns. Released a self serve product that allows smaller publishers to come in, set up their own campaigns, and test the effectiveness of incent campaigns.

14 Question 2 Historically, there has been a lot of bad press around incent - how do you feel about perception of rewards-based traffic in the media?

15 Historically, there has been a lot of bad press around incent - how do you feel about perception of rewards-based traffic in the media? David Diaz, SponsorPay Incent suffers from a bad reputation. This tarnished view of rewarded advertising in the market is neither particularly deserved nor reflective of its current place in mobile marketing mix. We recommend a combination of incent and non-rewarded advertisements to most effectively reach users. You should never solely rely on one channel or method when employing a UA strategy. Glenn Kiladis, FreeMyApps Rewards based marketing is a proven method for successful user acquisition and has been used across multiple industries. FreeMyApps has built an engaged audience of 1.6 million MAUs who consistently return to our platform to discover new apps and games. We have been able to run both successful burst campaigns and successful steady spend campaigns. On the latter, we have seen very strong results when looking at the cost per purchasing user, cost per registered user, and cost per loyal user. Tammy Taw, Tapjoy There are misconceptions about rewards-based traffic and some education is needed on the true value of the rewarded model. Rewarded campaigns help the ecosystem more than non-rewarded campaigns as advertisers get actual conversions (not just eyeballs), publishers keep their users engaged, and the players get what they wanted in the first place.

16 Question 3 Burst tactics are familiar to many app marketers - but what's the most effective way to use incent traffic as part of an ongoing app promotion campaign?

17 Burst tactics are familiar to many app marketers - but what's the most effective way to use incent traffic as part of an ongoing app promotion campaign? Glenn Kiladis, FreeMyApps Run a burst and sustain campaign together. The burst portion of the campaign allows an app to rise up in the ranks, establish increased discoverability, and get incremental organic users. By sustaining this burst, an app publisher maintains higher discoverability in the app store which contributes to organics, and because incent CPIs are lower than non-incent, many publishers find that the acquired users back out at a competitive cost per loyal user or cost per purchasing user. Tammy Taw, Tapjoy Some of the new methods and tactics include achieving high LTV users through multiple campaign types that drive user engagement. Campaign types that give customers a preview of the product through a short second video, an in-app rich media experience, or a few minutes of gameplay have proven higher retention at a low cost. Sustained day over day CPI campaigns at a low bid have also provided high LTV users at a low cost. David Diaz, SponsorPay Consider a mix of CPI and CPE campaigns. CPI to stay high on the charts and drive volume. CPE should be incorporated as well, especially for Android to drive quality at scale. Engagement and retention are both metrics that are used in the Google Play app store ranking algorithms, so CPE can be used to help rise in the charts.

18 Question 4 What are the newest trends within incent?

19 What are the newest trends within incent? Tammy Taw, Tapjoy Rich media is a hot trend right now for big brands to get deeper engagement with their target audience. Rich media allows advertisers to give player product experience right in the app, and builds brand association in some of the favorite games users play. Rewarded video and pay-per-engagement campaigns, as mentioned, are becoming more and more popular. David Diaz, SponsorPay Rewarded video is being incorporated as a key pillar of monetization strategies. Mobile video advertising is expected to reach almost $1.5 billion this year. Incent is a bright spot here - the click-through rate (CTR) for mobile video ranges from 1.4% to 2.7% depending on the ad format. Value exchange ads have the highest CTR. (Source: MediaPost) Rewarded Video has also been shown to increase the amount of payers in a title, as well as turn those payers in to repeat purchasers Glenn Kiladis, FreeMyApps An increased focus on reporting, analysis, and demonstrating the impact of each campaign. Increased efforts to improve the effectiveness of each campaign. For burst campaigns, for instance, this means better targeting options to match the goals of the publisher.

20 Question 5 How should marketers decide what reward level to offer for their apps?

21 How should marketers decide what reward level to offer for their apps? Glenn Kiladis, FreeMyApps Within FreeMyApps, there s a direct relationship between the reward level and the amount of conversions an app receives. The best reward level depends on each client s goals. Successful burst campaigns generally require higher bids, particularly if the app is in a competitive category. Steady spend and sustain campaigns generally require lower bids. Our publishers determine how much virtual currency they re rewarding their users based on how much they earn via Tapjoy. However, advertisers can choose how much they want to bid across our network. Tammy Taw, Tapjoy David Diaz, SponsorPay Our developers generally subscribe to one of two trains of thought: either their rewards currency is inline with IAPs or they incentivize users to engage with ads by implementing a multiplier, which rewards users more generously when they engage with advertisements. Our flexible solution allows publishers to update these preferences on the fly, in real time.

22 Question 6 How can incentivized marketing be used for retargeting or re-engagement?

23 How can incentivized marketing be used for retargeting or re-engagement? Tammy Taw, Tapjoy Can retarget campaigns to any app as long as the player has launched the app once, and Tapjoy is integrated in the app. Can target users who have completed a specific action in-game. Again, integration is needed here, but this provides very detailed targeting options. David Diaz, SponsorPay First, ensure that the platform on which your app runs supports re-engagement, as it s crucial that you are able to locate users that have downloaded your app. Publishers often retarget by asking lost users to re-download the app or to complete a certain action within it. One way to approach this a little differently is to target a very specific subset of users. For example, users that have already made IAPs in your game. These users have demonstrated that they are more invested and engaged in your title. This is one method to make retargeting using incent more legitimate and viable. Glenn Kiladis, FreeMyApps After running any user acquisition campaign, there will be some amount of user attrition. Non-incent s lower CPIs provide publishers with a cost effective way of identifying and re-targeting those lost users.

24 Thank You! Tammy Taw Director of Developer Relations David Diaz VP of Developer Relations Free ebooks and white papers: Glenn Kiladis VP, New Market & Media Solutions Games Evangelist