getting roi from your mobile marketing strategy - dominic yacoubian, purify digital

Getting ROI from your Mobile Marketing Strategy

Agenda

About us Find our ads The Mobile Trend Tracking Buying Metrics Backing out your campaign Case Studies Summary Q&A’s

A full service performance based media company that drives clients’ ROI across mobile & digital platforms.

The MindSet

Purify Digital cuts through the noise, identifies the most meaningful strategy and demystifies the role of the digital marketing company with total transparency.

We help advertisers, brands and app developers understand the mobile opportunity, facilitate their mobile presence and advertise on mobile inventory with high performing campaigns.

By doing this we help app developers and mobile publishers to monetise their mobile inventory and drive the mobile economy forward.

Proposition & Capabilities

Mobile advertising network Mobile affiliate network Own mobile & web media Mobile & Web DSP with RTB Optimisation Incent & non-incent global Appwalls Access to >70 bn monthly impressions Exclusive access to App Discovery Channel on Roku TV Exclusive access to Fox TV App of The Day Show

Some of Our Clients

Inventory based on traffic March 2014

USA: 22,714,343,652

Canada: 1,97,619,142

Mexico: 72,612,478

Germany: 1,66,435,216

UK: 3,164,816,841

Spain: 1,34,413,982

Italy: 1,22,414,128

Netherlands: 75,308,768

South Africa: 1,112,766,957

Egypt: 1,71,479,096

Saudi Arabia: 1,50,149,086

Brazil: 2,91,818,223

Available Inventory Sample

France: 1,67,850,379

Find Our Ads

App Discovery TV Channel

Dish Nation Fox Show

Dish Nation is a nightly entertainment & celebrity news program on Fox Television Stations which attempts to satirize pop culture. Dish Nation features radio personalities from across the United States.

Purify Digital have exclusive access to the App of the Day spot on the nightly show which can drive extremely high quality installs of up to 15k from a single show.

Our Media

Exclusive Premium Publishers

Businesses are jumping into mobile faster than any other marketing channel. Yet a study by the ANA and MediaVest shows, even though marketers see significant opportunities, they’re frustrated about the ability to prove ROI. Consider these statistics: • 96% of marketers currently use or are planning to incorporate mobile marketing • 85% report an intent to raise their mobile budgets in the near future • 84% use mobile websites • 76% use mobile apps • 42% are concerned about having proper mobile metrics in place • 42% report an ability to prove ROI • Only 21% state they have been successful in mobile – a decrease from 2010

The Mobile Trend

ROI

Tracking, Tracking, Tracking

80% Accuracy Is No Good To Anyone!

MONITOR

ANALYSE

DATA REPORTING

OPTIMISE

RE-TARGET

CPA INC

CPV

CPM

CPL

SEA RTB

CTR

ROI

CPI

CPC

CPA INC

CPV

CPM

CPL

SEA RTB

CTR

ROI

CPI

CPC

Buying Metrics

There are multiple metrics for mobile acquisition • CPA – Cost Per Acquisition

• CPI/CPD – Cost Per Install or download

• CPM – Cost Per Mille

• CPC – Cost per Click

• CPL – Cost per Lead

• CPV – Cost per View

• SMS – Short Message Service

• Email – Good old fashioned Email

Don’t Ignore Incent

Email

Backing Out

Location Based

Store Geo targeted user

Competitors store

2 minute radius of your store

Drive Footfall

Case Studies Objective: To drive new applications via the client’s new HTML5 website Result: In the first 2 weeks of the campaign 13,000 new subscriptions were achieved keeping more than 10% under the overall CPA target. Objective: Drive leads via a CPL campaign to the client’s HTML5 mobile website Result: An average of 96 leads per day were generated over the first month of the campaign Objective: To drive installs of the client’s app and deliver engaging users in UK and Germany Result: >2,000 installs per day by the end of the optimisation period

Case Studies

Objective: To achieve as many installs as possible during the course of the campaign Result: 43% of post download users engaged with the game 3 or more times

Objective: To acquire downloads via a strategically selected mixture of incentivised and non-incentivised traffic Result: An average of 1,762 installs/day and over 50,000 generated in month 1 of the campaign and still running nearly a year later!

Objective: To increase the ranking in the App Store and drive on-going organic downloads in the USA Result: A top 10 position was achieved within the App store with a paid to organic

Summary

Q & A

THANK YOU!

Contact Us:

Dominic Yacoubian

5 St John’s Street London EC1M 4BH

e: Dominic@PurifyDigital.com

t: 44 (0) 20 7549 1655 m: 44 (0) 7980 594 961

Let Purify Digital Connect

Consumers to Your Brand.