calculating the effectiveness of your mobile ad campaigns

Calculating the Effectiveness of Your Mobile Ad Campaigns

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Scott Tomkins, VP of Ad Sales

Before we get started…

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About Me

Scott Tomkins, VP of Ad Sales •  Joined Appia in 2012

•  More than 14 years of marketing, business development, and sales experience in both public and privately held companies. •  Responsible for the growth of Appia’s industry leading mobile user acquisition network and building loyal customer relationships.

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Calculating the Effectiveness of Your Mobile Ad Campaigns

Cross-device utilization makes it

challenging to track effectiveness of

mobile advertising.

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Need for a UA Strategy

Mobile Advertising Models

What is “Effectiveness”?

Post-Install Analysis

Metrics that Matter

Calculating the Effectiveness of Your Mobile Ad Campaigns

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What is “Effectiveness”?

Need for a UA Strategy

Mobile Advertising Models

Post-Install Analysis

Metrics that Matter

Earlier this year, BBC World News found mobile advertising to be 2x more effective than desktop.

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Effectiveness means different things to different advertisers...

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ü  Installs ü  Registrations ü  Sign-ups ü  In-app purchases ü  And More…

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Need for a UA Strategy

Mobile Advertising Models

What is “Effectiveness”?

Post-Install Analysis

Metrics that Matter

If you build it, they will not necessarily come…

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Create a detailed roadmap for your user acquisition strategy

Know your audience

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Different cohorts are going to respond to different ad sizes, formats, and CTA’s

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Mobile Advertising Models

Need for a UA Strategy

What is “Effectiveness”?

Post-Install Analysis

Metrics that Matter

Cost Per Impression (CPM)

–  Pros •  Very low cost •  Typically used by big

brands for awareness

–  Cons •  Often receive low

quality impressions •  Inability to optimize ad

creative •  Non-performance

based

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Cost Per Click (CPC)

–  Pros •  Lower cost •  Provides data on who is and is

not clicking your campaigns

–  Cons •  Could be paying for

accidental clicks •  Typically lower quality users

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Cost Per Action or Cost Per Install (CPA/CPI)

–  Pros •  Performance-based •  Drives high quality users •  Signals intent •  Most cost effective –

don’t pay for traffic that does not drive an install or a specific action

–  Cons •  Not ideal for advertisers

without an app

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Post-Install Analysis

Need for a UA Strategy

Mobile Advertising Models

What is “Effectiveness”?

Metrics that Matter

Tracking effectiveness doesn’t end at the install

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It is critical for Advertisers to monitor post-install for qualitative analysis 21

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Pinpoint high performing traffic sources

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Target similar high LTV users

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Cut wasted spend and increase ROI

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Appia Post-Install Use Cases

Appia successfully removed non-performing traffic early for a leading

utility app, and were able to optimize test spend immediately.

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Utilizing post-install event data, we were able to optimize traffic performance for a

leading dating app and drove a 300%

increase in ROI.

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Metrics that Matter

Need for a UA Strategy

Mobile Advertising Models

What is “Effectiveness”?

Post-Install Analysis

Post Install Metrics that matter:

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ARPU LTV

Retention Rate ROI

ROI Calculator

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Revenue – Spend*

Spend

*Down to the most granular level

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Calculating the Effectiveness of Your Mobile Ad Campaigns

Need for a UA Strategy

Mobile Advertising Models

What is “Effectiveness”?

Post-Install Analysis

Metrics that Matter

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Questions?