TOP 10 TIPS. to identify High-Performance App Discovery incent networks

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1 TOP 10 TIPS to identify High-Performance App Discovery incent networks

2 Not All App Discovery Incent Networks Are Alike.

3 They may seem similar on the surface, but when you peel back the top layer you ll see how very different they are in terms of capabilities, audience quality, execution, and, most importantly, how they can help you drive strong monetization. And for game marketers, monetization is more important than ever. So if you re planning to work with an app discovery incent network, you ll want to choose wisely. Rewards-based marketing has been around for many years in the CPG, credit card, and travel industries, among others. This advertising model has migrated nicely into the mobile game consumer acquisition realm, and has proven to be scalable due to the size of the mobile audience. However, because app incent networks are relatively easy to create, the landscape is crowded with networks that buy users from one another, have trouble scaling, and have difficulty driving ROI-positive campaigns. 2

4 The key is to work with a network partner that has staying power: one that can help you acquire a huge volume of new players quickly, and sustain a steady flow of new players that monetize. This paper outlines the top ten characteristics to look for in a rewardsbased app discovery incent network. Networks that display these characteristics are more likely to deliver players that engage and monetize within your games. We ll go beyond the obvious requirement of providing massive downloads at the lowest CPI (Cost Per Install) that marketers seek in this type of traffic source. Download volume at a low CPI is important, but it s only one of a range of factors that contribute to filling the consumer acquisition funnel with players that engage and spend within your games. Downloads alone should not be the centerpiece of a game marketing campaign. So let this serve as your insider s guide to level up your consumer acquisition by choosing the best performing app discovery networks. 3

5 10 Characteristics To Seek In An App Discovery Incent Network

6 #1 High Attribution Standards If you buy traffic from multiple networks, you may find that you often get overlapping traffic meaning your ads are shown repeatedly to the same potential players. One reason for this is that many incent networks buy traffic from one another. This leads to multiple networks claiming credit for the same install, causing you to pay more than once for acquiring a single user. Fiksu research has found that duplicate claims account for 10% to 40% of a campaign s cost. You can solve, or at least minimize, this problem by working with an app discovery incent network that meets most, if not all, of the following criteria: Has their own unique users, and doesn t buy traffic from other sources Uses a solid tracking SDK, provides server-to-server integration, or is integrated with alternative mobile app install tracking partners Provides the proper identifier (IDFA, HTML5 cookies, digital fingerprinting, Android Referrer), click and launch time stamp for each download and game launch 5

7 #1 High Attribution Standards Requires the user to click an ad and then launch the game before attributing the install Adheres to Last-Click Before Install industry standard performance marketing rules to enable accurate attribution. Has a short attribution window, such as 48 hours from the time of the click to prevent overspend of budgets Enforces one-install-per-player to prevent individuals from gaming the system by downloading and running your game many times to earn multiple rewards, driving up your costs Offers a reporting dashboard that is transparent by traffic source and lets you monitor your campaign results in real time Delivers post-campaign reporting complete with attribution data to support your funnel and monetization analysis Credible incent networks adhere to these criteria and should be held to these high standards. 6

8 #2 Proven Ability To Deliver Install Volume Any network can promise high install volume, but how do you know if a network can truly deliver? If high install volume is one of your objectives, you ll want to work with a network that can demonstrate this ability before you run a campaign. As you re assessing traffic sources, request that they provide volume statistics based on what they ve delivered for similar games in past campaigns. High-quality networks will have run hundreds of campaigns across casual, mid-core, and hard-core games, and should be able to provide you with projected install volumes at different CPI levels. Be aware that volumes may differ during different days of the week and based on time of campaign launches. High-quality networks have data analysts on staff that can help with custom projections based on the specifics of your game and campaign timing. 7

9 #2 Proven Ability To Deliver Install Volume Networks should be able to rely on billions of historical app launches to provide appropriate projections. They should be able to provide projections at varying CPI levels based on frequently updated data that reflects current market conditions. While projections and estimates are essential, steer clear of networks that guarantee volume over a specific timeframe or promise a specific app store rank. Those types of networks may use bots (not real people) to emulate traffic and you could risk your app being banned from the App Store or Google Play. Good networks will also have ever-advancing anti-fraud technology to prevent hackers from installing apps en mass, earning rewards and costing your company money. Whether you are conducting a burst launch campaign, a burst and sustain campaign or trying to maintain a daily user flow, a good app discovery network should be able to project volumes. If you re working with a traffic partner that has the ability to acquire users across incent and non-incent traffic sources make sure there is a transparent, real-time reporting dashboard so you can see spend and user quality by network. 8

10 #3 Proven Ability To Deliver Install Velocity Providing a bit more depth on this topic, Velocity, the ability to deliver large user volumes in a short period of time, should be one of your key goals when launching a game and striving for significant volume. Apps with high install velocity tend to be more visible, particularly in the App Store, and will thus see larger numbers of organic users. Before you choose a partner, ask them to provide historical data that shows they can deliver on your velocity requirements. Also ask if their data analyst can give you reasonable projections on both velocity and volume at different CPI levels. Their response should give you a strong indication of their ability to deliver on your velocity and volume goals. 9

11 #3 Proven Ability To Deliver Install Velocity As an example, it is not a perfect science but many game publishers that invest in marketing to launch a new game in the App Store find their game featured in New & Noteworthy. This provides top visibility in the App Store, so more gamers will see and download your game. Planning for Success: The best app discovery networks can generate very large numbers of users in a short period of time. Sometimes a campaign can be so successful it can outstrip your infrastructure s ability to keep up with demand. If you are running a game that loads game assets from a server or requires a server farm to maintain game play, make sure you have the capacity to handle the large volume of new users. 10

12 #4 Unique Traffic As mentioned earlier, many incent networks buy a large portion of their traffic from other incent networks, which tends to bring in users who are more interested in rewards than finding new games. Feedback from game marketers is that a single destination app discovery network provides higher-quality users when compared to a network of offer walls that leverage users of other apps. Independent game discovery destinations have loyal communities of repeat users who are dedicated to the service, trust the service, and are members of the community because they want to discover new games, not just rake in rewards. And it is these users that monetize more often and more cost-effectively. Networks focused on unique user communities will also offer deeper tracking that can measure campaign-user ROI, long-term customer value, repeat usage of the game, and more. 11

13 #4 Unique Traffic In addition, it s to your benefit to work with one traffic source that can deliver the volume you need, rather than multiple networks that can deliver the same volume. This reduces the risk of tapping into duplicate traffic, and makes your investment more efficient. As you develop your plan, identify incent traffic sources built on app discovery communities. There, you ll find high-quality, engaged users who want to try games, discover what s new, share with each other, and trust their service. 12

14 #5 Robust Social Media Offering Work with a traffic partner that offers an integrated social play that can augment your mobile marketing campaign. Social media followers are typically dedicated, interested users who are often more apt to act on recommendations by a trusted app discovery source. An app discovery incent network with an integrated social offering can consistently drive thousands of high-engagement, incremental installs. In addition, if your game has strong social sharing capabilities then the Social K-Factor can exponentially assist with your growth. Questions To Ask What social communities do they have (Facebook, Twitter, YouTube)? Are these communities active? Do they have a community manager on staff? Will the app discovery network actively promote your game through these channels as value-add to your acquisition program? Can you invest in a greater social push as part of your strategy? 13

15 #5 Robust Social Media Offering App discovery networks with a strong social component should be willing to announce your game s availability on their network and be able to create engagement moments to build interest and excitement. Some examples include: promoting a contest around your game, driving people to a video, or simply announcing your game and encouraging followers to check it out. Some will even work with you to promote your game further by working with their social channel partners to expand the social campaign with an additional investment. A strong social media push can not only help you acquire larger volumes of users much faster, but can also provide campaign augmentation by delivering high-quality users from social media friends or followers who get exposed to your game through an active community member. 14

16 #6 Campaign Management Tools Campaign management is a crucial component of any successful launch or sustain campaign, and you should choose a network partner who can meet your campaign management requirements. You ll want to work with a network that has the tools to allow a consumer acquisition manager to manage the campaign, so you should investigate the self-service tools or managed service that would be at your disposal. You should have the ability to adjust campaigns using a range of factors, such as: CPI (Cost Per Install) bids Device targeting Geotargeting Daily budget capping to run sustain campaigns Total budget capping so you don t blow past your budgets Throttling of impressions to smooth out installs over certain timeframes Emergency after-hours service by ad-ops team Determine your campaign management requirements during your planning process and, as you assess network partners, ask about their capabilities. 15

17 #7 Global Traffic You can gain a huge competitive advantage by working with a network that understands how to leverage and target a global audience. Around the world, it s very common for users who live in one country to associate their device with the app store in a different country. For example, a user who lives in South Korea might have a U.S. itunes account because the user can t get certain games if they associate with the South Korean App Store. If one of your goals is to acquire users from certain countries, it s important to work with a network that can build an audience globally and can enable you to achieve your goals using both IP address and App Store targeting. 16

18 #8 Device Targeting Device targeting is essential when marketing certain game genres or styles. This is why it s important to work with an app discovery platform that allow you to target specific devices, so you can spend more efficiently. Generally you will find the device targeting split into two segments: 1. Lean forward devices such as iphones, ipod Touches, and Android smartphones 2. Lean back devices such as ipads, ipad Minis and Android tablets. For example, games that target users on the move will have better results with lean forward devices, while retailers who see higher revenues from tablet uses will want to target lean back devices instead. Even if your game can succeed on both types of devices, your monetization may vary between the two, and in that case you ll want to adjust your target bids accordingly. 17

19 #9 Deliver On Their Rewards Promise App discovery incent networks should offer a variety of user rewards that resonate with game consumers and deliver on the promise of being rewarded for discovering great games. The rewards should appeal to users not only in the short term, but over time, to retain users loyalty and build a trusting, long-term user community. This helps drive high volumes of installs consistently over time. Popular rewards include gift cards/codes from itunes, Google Play, Xbox, Amazon and more. Other rewards include in-app currency such as gems or coins that can be used for purchasing in-game virtual goods. Some of these rewards are known to funnel money back into the ecosystem through in-app purchases or purchasing of new apps, music, books, and movies. The app discovery network should have four key components when it comes to rewarding users for their actions: 1. Consistent availability of rewards 2. Delivery of rewards instantly 3. Availability of redeemed reward codes 4. Solid support infrastructure that is readily available to answer questions 18

20 #10 User Engagement Most app discovery incent networks require some post-download engagemen before rewarding a user. Look for networks that will reward users for downloading and playing your game for at least 30 seconds to give you enough time to engage the users with the initial game play and get them to the next level. Beyond that first level of engagement, some networks can reward users now for deeper levels of engagement (such as reaching level 3, defeating a boss, making an in-app purchase etc). This extra incentive can boost conversion rates and drive long-term players. While we re on the subject of user engagement, here s an additional tip: when designing your game keep consumer acquisition and monetization points in mind. For example, make sure you give your users a taste of gameplay before asking them to register or sign in with Facebook. Games that require registration before engaging the user see higher numbers of user abandons and lower monetization rates. Instead, let a user experience the gameplay that they should come to expect from your game. That is the best way to drive the user to that first monetization point and earn yourself a long-term player. 19

21 Where Do Game Marketers Turn Most Often?

22 Your ultimate goal is to efficiently acquire the largest number of users that will monetize. And that s why 32 of the world s 50 top-grossing game publishers use Fiksu. Fiksu provides game marketers with two unique user acquisition solutions to drive install volume, organic downloads, and engaged, loyal users: 21

23 FreeMyApps FreeMyApps is the world s highest-volume app discovery network, with a community of 1.6 million highly active users dedicated to discovering new games. FreeMyApps has over a quarter of a million engaged users through both Facebook and Twitter that are accessible to clients. FreeMyApps delivers the highest volume of installs with velocity than any other incent traffic source, with a consistent record of delivering 100,000 users within 72 hours all within target CPI. And FreeMyApps is designed for quality, by delivering users who actually use your app. Many top game publishers leverage FreeMyApps both to launch a game with an initial burst, and to maintain a sustained flow of users daily to monetize their app efficiently over the long run. 22

24 Fiksu Mobile App Marketing Platform The award-winning Fiksu Mobile App Marketing Platform combines centralized media buying from the world s largest mobile advertising inventory with advanced tracking and optimization technology to help game marketers achieve exceptional user acquisition results. Game marketers use the Fiksu Platform to run campaigns across multiple incent and non-incent networks, real-time bidding exchanges, and social channels such as Facebook. The Fiksu Platform is integrated with all top networks and gives game marketers one-stop access to 99% of the world s ios and Android traffic. This vast reach combined with Fiksu s advanced optimization technology helps game marketers acquire large volumes of high quality loyal users at the best possible cost. Contact Fiksu To Learn More For more information, or to speak with a Fiksu Game Specialist, contact us today

25 Fiksu is used by 32 of the 50 highest-grossing game publishers to achieve exceptional app marketing results: 60 percent reduction in media costs 300 percent increase in loyal user acquisition Downloads generated to date - Over 1 billion Loyal users to date - Over 500 million US Headquarters Fiksu, Inc. 31 St. James Ave. Suite 1150 Boston, MA Phone: EMEA Fiksu, Inc. First Floor 130 City Road London, EC1V2NW Phone: APAC Fiksu, Inc. 61 Robinson Road #13-01 Robinson Centre Singapore Phone: Copyright 2013 Fiksu. All rights reserved. Fiksu and FreeMyApps are registered trademarks and the Fiksu logo is a trademark of Fiksu, Inc. All other trademarks mentioned herein are the property of their respective holders.

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