mobile campaign magic - adweek

Jennifer WongVP of Marketing @jenerationyjennifer@tune.com

Tim VillanuevaDirector of Media @WeAreFetchtim@wearefetch.com

Agenda

● Aligning campaigns with goals

● 4 types of new campaigns

● What does this look like in real

life?

How to measure campaign success

Campaign success

● Define your audience

● Plan your channels

● Define campaign objectives

● Know your marketing funnel

Audience

Prospects Customers Advocates

Channels

Objectives

Awareness Consideration Conversion Post engagement

Marketing funnel

Marketing funnel

Mobile campaign strategies

Burst campaigns to boost your app to the top charts

Purpose: The goal is to get as many paid installs as possible – boosting your rank. All this with the hope of increasing the volume of quality organic installs – that should follow when the app is finally ranked high enough to be discovered.

When to ‘burst’

● Launching a new app● Experiencing a lull ● Preparing for

seasonality

Why burst campaigns get a bad rap

Potential for Poor Quality UsersThe most prominent drawback to burst campaigns is the potential to produce low-quality users.

Incentivized AdsBurst campaigns are often fueled by incentivized ads (ads that offer the user points, digital currency, or some other reward for installing the app or completing a certain action).

Campaign best practices

1. Consider timing2. Use multiple advertising

channels3. Take advantage of analytics4. Rotate your creative5. Accurately calculate ROI

ROI = Sum of Lifetime Value(LTV) of paid users acquired + Sum of LTV of organic users derived from the campaign – Cost of Ads bought

THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE

Solution

ResultChallengeBoost client’s

fitness app into top of iOS charts

to maximize organics

Leveraged a mix of rewarded & non-rewarded media to drive velocity of

downloads

Calculated optimal ranking position needed for highest number of organic

installs

Achieved & maintained top 5 ranking in Tier 2 countries

Discovered optimal ranking was outside of top 5 for

Tier 1

Fetch Fitness Client: Burst Case Study

Picking the right ad partner for a paid campaign

● Which partners deal specifically with the iOS platform in Eastern Europe?

● Which partners promote installs in addition to clicks? (which partners have a high conversion rate?)

● Which partners generate the highest RPIs?

Picking the right ad partner for a paid campaign

+

Deeplinking

• Linking to a specific part, page, or state of a mobile app

• Sends the user to a richer mobile experience

Link to a particular product on your website:http://www.gilt.com/product/123

Link to a product screen in your mobile app: gilt://product/123

Example Web vs Deep Link URL

● Improve user experience● Increase conversion rates● Better target your advertising

Campaign best practices

● Remove obvious steps.● Fill in known information.● Make them do as little as

possible.● Send them to relevant

screen in-app.

Improve User Experience

● Create relevant content● Limit the steps between Call-to-

Action (CTA) and the offer as much as possible.

● Ideal: do everything but hit the “buy it now” button for them.

Increase Conversion Rates

● Target users with specific ads to re-engage them.

● Measure events for targeting data.

● Send event data to ad partners for targeting.

Targeted advertising

THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE

SolutionLeverage retargeting technology

in early 2013

Test & learn among top retargeting partners

Over 2 year period grown basic segmentation →

advanced with S2Sintegration, dynamic

creative & API product feed

Result24X more ROI

positive than avgUA campaign.

ChallengeRetarget travel

client’s high value or lapsed/dormant

users

Fetch: Retargeting Client Case

Timing of acquisition campaigns

In an effort to provide insight into the timing of user acquisition campaigns, we conducted a study that examined paid installs associated with more than 1,000 iOS and Android gaming apps in the US over a 13 month period.

Measured the performance of install volume and install rates (installs/ad clicks) of the following intervals and events:

● Weekdays vs. Weekends● Month-by-Month● Paydays● Prominent US Holidays

Weekday vs Weekend

Takeaway: While you will likely see higher volumes on weekends, don’t

expect your install rates (install/ad

clicks) to improve much when you compare them to

weekdays.

Month by Month

Takeaway: Late autumn and early winter months have higher install volume and install rates.

Payday$

Takeaway: Install volume and install rate are not affected by paydays.

US holidays

Takeaway: On average, holidays drive more installs and have a higher install rate than non-holidays.

Media Consumption vs. Media Response Media Consumption vs. User Value

User Value Weekdays vs. Weekends

Questions?