5 mobile advertising mistakes to avoid
DESCRIPTION
This deck is from a webinar that we presented on August 21, 2013 titled The 5 Mobile Advertising Mistakes to Avoid. We discussed some of the leading mobile advertising pitfalls preventing user acquisition growth and higher LTV.TRANSCRIPT
5 MOBILE ADVERTISING MISTAKES TO AVOID Andy Schrader – Director of Product Management
A few things before we get started…
Love the content? Share it. #admistakes Deck and
recording will be available.
Keep the conversation goingpost-webinar. Follow us. @Appia
About Me
! Director of Product Management ! Former Group Product Manager, Microsoft Advertising ! 10+ years of experience in the online advertising industry
The Mobile Landscape
The Mobile Market
! 2013 The year when mobile-connected devices will exceed the world’s population
! 82.8% The increase in global mobile
advertising revenue from 2011 to 2012.
! $8.9B Total global mobile advertising
revenue in 2012.
! 900,000 The number of apps available on both Google Play and the App Store.
App Economy Growth
Global Mobile Traffic
Mobile Traffic as % of Global Internet Traffic =Growing 1.5x per Year & Likely to Maintain Trajectory or Accelerate
Global Mobile Traffic as % of Total Internet Traffic, 12/08 - 5/13 (with Trendline Projection to 5/15E)e
30%
25%
20%
15%
10%
5%
0%
12/08 12/09 12/10 12/11 12/12 12/13 12/14
0.9%in 5/09
2.4%in 5/10
5%in 5/11
10%in 5/12
15%in 5/13
Trendline
% o
f Int
ern
et T
raffi
c
Top Mobile App Challenges
App Discovery
Lifetime Value
Optimizing Performance
People spend more time on apps than they do browsing the web.
1 4 apps never get downloaded
out of
The App Discovery Challenge
Gaining a huge quantity users is not
enough for thesavvy mobile marketer
anymore. Downloads
of
do no good if the app is never opened again. There is a new focus on Lifetime
Value or LTVin the mobile space.
Creating LTV
“
”
The state of mobile app audience
measurement isdefinitelybecoming
of in-app faster growthadvertising revenues.
an impediment to
Optimizing Performance
“
” -Joe Laszlo, IAB
FIVE MOBILE ADVERTISING MISTAKES TO AVOID
1. Failing to target
Smart data is a “must”
Loyal and engaged users are critical. Avoid wasted spend with targeted campaigns.
2. Not optimizing across devices
iOS vs Android All mobile devices are not created equal. Create different versions of Your ads to make sure they render properly across all platforms.
Test Creative Split test your ads to pinpoint the creative that has the highest CTR.
Language localization is a key performance differentiator for advertisers. Our tests have shown 42% increase in CTR and 22% increase in conversion rate with localized creative.
3. Creating audience saturation
Diversification
Retargeting is a great tool when used properly.
Highly Engaged High Spender
Who are you going to include or exclude from your campaigns?
4. Missing a post-install plan
Now what?
Getting a ton of people to download your app but never using it again is not beneficial. Attract non-incentivized downloads with a compelling post-install plan.
App Usage
Registrations
Level-Ups
In-game Purchases
Post-Install Engagement is important!
measured by......can be it
5. No performance measurement
Understand Your High LTV Users.
Where They Came From.
What Drives Value & Loyalty.
Then Target Similar Users.
Mobile Advertising’s Future
! Targeted ! Dynamic ! Engaging ! Less annoying, more useful
Targeted
The “one size fits all” advertising approach doesn’t work anymore
Dynamic
Giveing users personalized
advertisementsbased on their
engagement location increases
immediate value
likes or
by adding
Engaging
Users love Video, Native Ads, and in-ad game demos.
These are new tools advertisers must take advantage of.
– Apps as ads – Deals and rewards
Less annoying. More useful.
Recap of the 5 Mobile Advertising Mistakes
1. Failing to Hypertarget 2. Not optimizing across devices 3. Creating audience saturation 4. Missing a post-install plan 5. No performance measurement
QUESTIONS?