fiksu presentation at games marketing europe: driving integrated success with mobile user...
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Driving Integrated Success With Mobile User Acquisi:on
The Leading Mobile App User Acquisi:on Pla?orm
Micah Adler Founder & CEO
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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
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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
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Complex Mobile App Marke:ng Ecosystem
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Fiksu Spend % by Ad Network
And rapid change is normal, not the excep:on
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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
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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
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Fiksu is a Cohesive Programma:c Demand Pla?orm That Has Helped Clients Generate 1.5B Downloads
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Fiksu Case Study
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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.
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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
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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
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Want to Talk More? [email protected] www.fiksu.com
@fiksu
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