Fiksu presentation at Games Marketing Europe: Driving Integrated Success With Mobile User...

Driving  Integrated  Success  With  Mobile  User  Acquisi:on  

The  Leading  Mobile  App  User    Acquisi:on  Pla?orm  

Micah  Adler  Founder  &  CEO  

Agenda  

•  Challenges  Facing  Mobile  Game  Marke:ng  Today  •  Market  Complexity  &  Fragmenta:on  •  Why  a  Cohesive  Strategy  MaJers  

•  The  Fiksu  Solu:on  •  Client  Success  Story  •  Five  Key  Tips  

Marke:ng  Challenges  Facing  Game  Developers  

•  Finding new players that are highly engaged

•  Competition makes discoverability a challenge

•  Acquiring users at scale but maintaining efficiency of spend

•  Gaining store ranks

•  Requires high volume and sustained velocity of installs

•  Measuring success

•  Goal: new users, not just downloads

Complex  Mobile  App  Marke:ng  Ecosystem  

Fiksu  Spend  %  by  Ad  Network  

And  rapid  change  is  normal,  not  the  excep:on

Current  Pain  Points  Fragmented ecosystem of point products and technologies

that each address only a piece of the app marketing workflow

Multiple Tracking Methodologies - Digital fingerprinting vs identifiers vs referrers

Multiple Metrics – E.g. click through downloads versus view through downloads

Multiple Attribution – Two (or more) ad networks claiming the same user

Multiple Data Sources – UA data dislocated from downstream engagement data, . . .

Multiple Optimization Layers – Key to good performance is going deep

Multiple Learning of Targeting – Expensive to optimize each network in isolation

Multiple Geographies – Different geographies with different UA approaches and metrics

Why  You  Need  a  Cohesive  System  to  Succeed  

•  Performance optimization is 100% reliant on data:

•  Optimization should incorporate tracking methodology and data quality

•  Real-Time data access and optimization ensures efficiency

•  Centralized buying:

•  Learn right demographics once, not once for each ad network

•  Measuring success:

•  Use best possible tracking methodology for each network source

•  All networks, geographies should be measured by the same metrics

Integration ensures cost effective UA at scale, unified and accurate metrics, and consistency across time and space

Fiksu  is  a  Cohesive  Programma:c  Demand  Pla?orm  That  Has  Helped  Clients  Generate  1.5B  Downloads  

About  Fiksu:  

500  CLIENTS  

1800  APPS  

300%    YEAR  OVER  YEAR  GROWTH  

clients  include:  •   33  of  the  Top  50  Grossing  Game  Publishers  •   8  of  the  Top  10  Grossing  US  Game  Publishers  •   5  of  the  Top  10  Grossing  Interna:onal  Game  Publishers  •   World  Class  Brand  Marketers  

200  PEOPLE  

3  CONTINENTS  

The  App  Marke:ng  Food  Chain  

App  Publisher   Loyal  Users  

Larger  players:  Flurry  Localy:cs  Kochava  Kontangent  Apsalar  Google  

Primary  Techniques:  IdFA  Digital-­‐Fingerprint  UDID,  MAC  Address  Facebook  HTML  5  Android  Referrer  

Example  sources:  Mobile  Banner  Ad  Networks  •   Google  •   iAD  •   Millennial  Media  •   Jumptap  •   InMobi  •   Flurry  IncenIvized  Networks  •   TapJoy  •   SponsorPay  Publisher  Direct  •   Weather  Channel  •   Pandora  RTB  Exchanges  •   Mopub  •   Nexage  •   Smaato  Social  Networks  •   Facebook  •   TwiJer  

Traffic   Op:miza:on  Mobile  Ad  Tracking   Marke:ng  Analy:cs  

The  App  Marke:ng  Food  Chain  

App  Publisher   Loyal  Users  Traffic   Op:miza:on  Mobile  Ad  Tracking   Marke:ng  Analy:cs  

Larger  players:  Flurry  Localy:cs  Kochava  Kontangent  Apsalar  Google  

Turnkey  access  to  all    relevant  traffic  sources  

Primary  Techniques:  IdFA  Digital-­‐Fingerprint  UDID,  MAC  Address  Facebook  HTML  5  Android  Referrer  

Larger  players:  Flurry  Localy:cs  Kochava  Kontangent  Apsalar  Google  

App  Publisher   Loyal  Users  Traffic   Op:miza:on  Mobile  Ad  Tracking   Marke:ng  Analy:cs  

The  App  Marke:ng  Food  Chain  

All  tracking    techniques  in  

one  SDK  

Turnkey  access  to  all    relevant  traffic  sources  

App  Publisher   Loyal  Users  Traffic   Op:miza:on  Mobile  Ad  Tracking   Marke:ng  Analy:cs  

The  App  Marke:ng  Food  Chain  

All  tracking    techniques  in  

one  SDK  

Turnkey  access  to  all    relevant  traffic  sources  

Deep  conversion  metrics  through  state  of  the  art  

dashboard  

All  tracking    techniques  in  

one  SDK  

Turnkey  access  to  all    relevant  traffic  sources  

App  Publisher   Loyal  Users  Traffic   Op:miza:on  Mobile  Ad  Tracking   Marke:ng  Analy:cs  

The  App  Marke:ng  Food  Chain  

Deep  conversion  metrics  through  state  of  the  art  

dashboard  

Intelligent  algorithms  provide  3X  performance  improvement  

The  App  Marke:ng  Food  Chain  

•   Aggrega:on  layer  for  the  en:re  mobile  ecosystem  • Best  of  class  solu:ons  for  en:re  mobile  app  food  chain  

•   Result:  generate  large  volumes  of  loyal  users,  cost  effec:vely    

App  Publisher   Loyal  Users  Traffic   Op:miza:on  Mobile  Ad  Tracking   Marke:ng  Analy:cs  

Campaign  Dashboard  

Mobile  Event  Data    Infrastructure  

Op:miza:on  Engine  

'Fiksu  Knowledge  Base'    Mobile  User  Profile  Store  

Fiksu  for  Mobile  Apps:  a  Cohesive  Technology  Pla?orm  

sofware    developer  kit  

NEW   NEW   NEW  Real-­‐:me  Bidding  (DSP)  

Mobile  Ad  Tracking  &  AJribu:on  

Loyal  Usage,  Deduplica:on  &  Analy:cs  

Global  Mobile  Ad  Buying  

FreeMyApps  Network  

Key  Fiksu  Technology  •                                     Real  Time  Bidding  DSP  pla?orm:  

•   Industry  leading  contextual  targe:ng  DSP  for  mobile  app  installs  •   State  of  the  art  personalized  targe:ng  solu:on  for  mobile  app  installs  •   Processing  3.7  billion  bid  requests  per  day  

CPM bid

Key  Fiksu  Technology  

Discover Great Apps & Games. Get Rewarded.

High  Performance  App  Discovery  Network.    Acquire  New  Users  in  Volume  for  Free  +  Paid  Apps.  •  Superior  Install  Volume  with  Velocity  •  Sustain  New  User  Flow  •  Engagement  •  New  Loyal  Users  

Key  Fiksu  Technology  Fiksu  Mobile  App  Tracking    

•   Industry  leading  pla?orm  for  aJribu:on          of  mobile  app  installs  

•   Unifies  all  relevant  technologies:  IDFA,  Digital  Fingerprin8ng,  Android  referrer,    Facebook,  HTML5,  alterna8ve  IDs.    

•   Full  analy:cs  suite  around  loyal  usage  Allows  tracking,  op8miza8on  and  repor8ng    around  purchases,  registra8ons,  .  .  .    

•   Deduping  of  install  aJribu:on                Only  pay  once  for  each  new  user.  

•   Industry  leading  dashboard  with  deep  analy:cs  

Fiksu  Facebook  Buying  Pla?orm  •   Facebook  Mobile  Install  Ads  API  Partner  

•   Full  access  to  repor:ng  APIs  and  ads  APIs  •   Programma:c  buying  and  op:miza:on  

•   Best  results  (and  significant  spend)  in  industry  

And  coming  soon:    

Key  Fiksu  Technology  

Fiksu  Op:miza:on  

•   Evalua:ng  50K  ad  opportuni:es          per  second  •   Harnessing  12B  monthly  loyal          user  events    

Results:  •   3X  improvement  on  ROI  •   638M  of  1.5B  downloads  have              become  loyal  users  

Key  Fiksu  Technology  

 Mobile  Event  Data  infrastructure •  130 Billion Marketing Events per Month

•  Tracked 110 Billion Launches

•   Cloud-­‐based  infrastructure  •   Redundant  and  fault  tolerant  •   Reliability:  99.9997%  up:me  

Fiksu  ‘Knowledge  Base’:  Mobile  User  Profile  Store  •  300 Million Unique iOS User Profiles

•  100 Million Unique Android User Profiles

Fiksu  ‘Big  Data’  Pla?orm    

Receiving  over  5%  of  iOS  app  launches  worldwide  

Key  Fiksu  Technology  

Fiksu  Case  Study  

Global  Game  Launch  Engagement Challenge

•  New title in competitive Card Battler genre •  Mid-core release - harder to market, as inventory is mostly casual focused •  How do you find the right users?

Campaign Goals •  Priorities: low CPI, high volume •  Success required a combination of burst and sustain campaigns

Why Fiksu? •  Veteran publisher who trusted our industry knowledge, cohesive strategy and ability to scale •  Network aggregation and campaign optimization abilities were important •  Ability to identify unique traffic that delivers results •  Ability to use all traffic sources – banners, videos, incent, non-incent, etc.

Driving  Success  at  Scale  Broad Range of Tactics to Drive Success

•  Sub-category incent burst •  Non-incent burst platforms •  Rank push (organic, incent and non-incent)

•  Sustain with non-incent A Focused and Cohesive Strategy

•  Key in expanding reach to broad range of channels Campaign Results Included:

•  Sustained, multi-month campaign •  20K new paid users / day •  CPI of $5 for all non-incentivized users

•  Excellent tradeoff between cost and volume for mid-core game

Five  Key  Tips  1.  Cohesion is Critical – Consistency is Your Friend

2.  Get the Most Out of Your Budget – Efficiency of Spend

3.  Leverage Technology When Possible – Programmatic Methodology Crucial to Scale

4.  Installs are Important, But So Is Loyal User Engagement – Build a Complete Plan

5.  Use Data Intelligently – Fuel User Acquisition With Knowledge

Want to Talk More? micah@fiksu.com www.fiksu.com

@fiksu

Thank  You!    Learn More and Download Free Insight

www.fiksu.com/ebooks