Affiliate Marketing for Mobile Apps. Peter Hamilton Partner / CMO [email protected] #AMDays

Transcription

1 Affiliate Marketing for Mobile Apps Peter Hamilton Partner / CMO [email protected] #AMDays

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3 BOOM!!! Mobile Devices: More Mobile Phones than Humans on Earth More Smart Phones than Feature Phones Mobile Usage in 2011: 10% of Web Usage is Mobile (doubling every year) Average User Downloads 65 Apps Average App Session is 4.5 min. Mobile Advertising in 2011: $1.4 Billion in Spend Clicks +711%, Requests + 698%, Revenues +522%

4 Mobile Web / Mobile App

5 Mobile Web Offers Ecommerce/Brands (Pay-Per-Call, % of Sale) Dating (LeadGen, Subscription) Ringtones (Download, % of Sale) Social Games (LeadGen)

6 Mobile Apps Offers

7 Benefits for Advertisers Users love the mobile app experience: Higher performance (games, maps, animation, etc.) Offline Interaction Advanced phone features (shake, tap, tilt, gps, etc.) Effective and measurable advertising: Higher conversion rates Users targeted by location, device, and OS CPI (cost per install) campaigns can boost rankings Users with the app installed more likely to make a future purchase (factoring lifetime value of ads)

8 A New Style of Lead Gen Users are ready and willing to try a new app. Installing a mobile app seams less invasive than typing an . Lead Address Sale Lists = Mobile App Install = Phone Number = In-App Purchase = Real-time Notifications

9 Affiliates Promoting Apps Benefits for Affiliates High conversion rates More seamless experience (structured funnel) Higher payouts per lead on average More targeted offer (users location and OS Long term compensation (future in-app purchases) Affiliate Traffic Sources Buy app to app traffic from ad networks Buy search traffic for arbitrage (Google Adwords) Buy remnant traffic from DSPs and large networks Buy direct from major publishers. Redirecting existing desktop traffic.

10 Mobile Ad Networks

11 What about mobile web traffic? Facts: Nearly 20% of click traffic on HasOffers is on mobile devices, and most directs to desktop or mobile web. Most affiliates already have mobile web traffic. Mobile app offers convert better J (targeted by device, real-time, user experience) Yet, the vast majority of affiliates still direct their mobile traffic to desktop, sms, ringtones, dating, pay-per-call and coupon offers.

12 Why are so few affiliates monetizing their traffic with mobile apps?

13 It s Just New and Different Lack of Education: Affiliates don t know where to find mobile app offers. Affiliate networks are just getting started. Few understand the tracking (advertisers or affiliates). Tracking is Different: Simple tracking cookies don t work in apps UDID and device ID is available on browsers You need to use a user fingerprinting solution

14 Mobile App Tracking Mobile Web to Mobile App + Mobile App to Mobile App What Mobile App Tracking includes: ios and Android SDK Install one SDK SDK integrated with main ad networks. Track all app installs and events for free Generate unique affiliate links Server postbacks for third party systems Complete dashboard with real-time reports Complete 2-Way API, fully documented Integrated with Google Analytics and others your mobile app tracked by

15 Affiliate Networks Some affiliate networks are dabbling in mobile app offers, utilizing HasOffers mobile technology.

16 Biggest Mobile App Agencies

17 What's Next?

18 Changes in Tracking (UDID) Apple is phasing out the use of UDID All major ad networks currently rely on UDID and/or device ID to track installs. Device fingerprinting must fill the gap for mobile web to mobile app. Choose to work with platforms and networks that do not rely on UDID. Reference: imediaconnection.com Phasing Out UDID

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20 Privacy Privacy Privacy FTC Regulations Coming Phone Contacts Path, Twitter, and others reprimanded for using an individuals phone contacts without their knowledge. Most major ad networks collect phone contacts, store them locally, and do not encrypt. PII (Personally Identifiable Information) Still undefined on mobile. Fully defined PII by the United States government will likely include UDID before the year is out.

21 Apple Squashes Velocity Many game developers for ios depend on the Apple rankings to bring organic installs. Much of the pay-per-install Advertising today is used to Game the system by purchasing enough installs to be ranked as a top ten app in the Apple AppStore.

22 Facebook Mobile Ads Facebook mobile advertising is already predicted to Reach $1.2 Billion on one Year Perfect platform for promoting mobile apps. User experience is extremely important. Connecting the social graph to mobile apps. Connecting to their already existing game advertisers.

23 New App Platforms HTML 5 Apps can load higher performance games in browsers. Apps for the new Kindle Fire will likely not be ad network friendly. Windows 8 Apps rumored to be using open web technologies.

24 Don't Get Left Behind

25 Shhhh Sneak #TrackNPay

26 Affiliate Marketing for Mobile Apps Peter Hamilton Partner / CMO [email protected] #AMDays