Fiksu presentation at Games Marketing Europe: Driving Integrated Success With Mobile User Acquisition. October 2013

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


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


Turnkey access to all relevant traffic sources

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




All tracking techniques in

one SDK





one SDK


Deep conversion metrics through state of the art

dashboard


one SDK




Deep conversion metrics through state of the art

dashboard

Intelligent algorithms provide 3X performance improvement


•  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


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:


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


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


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? [email protected] www.fiksu.com

@fiksu

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