the challenges of user acquisition
TRANSCRIPT
The Challenges of User Acquisition
Background to MobAd
The Market
The Challenges
Strategy
Optimisation
Content licensing
Background to MobAd
Specialist mobile advertising agency
Quantitative performance led approach
Driving app downloads & mobile site traffic
Verticals: gaming, retail, dating, entertainment, social
The Challenges
Large, complex, and fast-growing marketplace
Hundreds of companies to choose from: social, video, banner, incent, affiliate
A multitude of bidding models: cpm, cpc, cpi, cpa
Affiliates: incent & ad-placements
Budget caps
Mistargeting
Tracking
Tracking
Lack of third party cookie support
Mobile web is under-attributed by 20-40%
Device ID tracking reliant: UDID, Mac Address, IDFA, Google ID
Chartboost & Facebook over-attributes by 20-40%: post-impressions
Strategy
Cost vs quality based approach
App store rank effect
Rich media
Value approach
Who to choose: video, social, ad-network, affiliate, incent, direct, new (playable ads)
Optimisation: CPI, CPA
Optimisation
A/B Testing
Find the Whales: App vs Web, 3G vs WiFi, Device Version, OS Version
Creative: Calls to action, graphics, background
Bidding models
Pingbacks: Post-download
Content licensing
Creative
• The table to the left represents MobAd’s methodology when testing banner creative
• Finding which combinations resonate most strongly with user segments results in higher click through and conversion rates ie less wasted budget!
Banner Variables
Size Call To Action Creative
Size 1
CTA 1
Graphics 1
Graphics 2
Graphics 3
CTA 2
Graphics 1
Graphics 2
Graphics 3
CTA 3
Graphics 1
Graphics 3
Graphics 3
Size 2
CTA 1
Graphics 1
Graphics 2
Graphics 3
CTA 2
Graphics 1
Graphics 2
Graphics 3
CTA 3
Graphics 1
Graphics 2
Graphics 3
Size 3
CTA 1
Graphics 1
Graphics 2
Graphics 3
CTA 2
Graphics 1
Graphics 2
Graphics 3
CTA 3
Graphics 1
Graphics 2
Graphics 3
+44 (0) 203 397 4282
www.MobAdagency.com
60 Tottenham Court Road, London, W1T 2EW