calculating the effectiveness of your mobile ad campaigns
DESCRIPTION
This webinar was presented on June 18, 2014. We took a look at five ways mobile advertisers can calculate the effectiveness of their mobile ad campaigns.. To listen to the full recording, click here: http://www.appia.com/blog/webinar-recap-calculating-the-effectiveness-of-your-mobile-ad-campaignsTRANSCRIPT
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?