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Boost your ROI with YouTube User Acquisition Campaigns

Michael Puriz, Senior Manager Strategic Partnerships AppLift

November 20th 2014, Berlin

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Why is YouTube relevant for mobile UA? Working with YouTube influencers for App Promotion

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2011 2012 2013 2014 2015 2016 2017 2018

Ad spending on mobile video to reach $6bn in 2018 with YouTube being the most popular website

Digital video ad spending bn, 2011-2018, US, by format

Source: emarketer, 2013; beet.tv, 2014; comscore, 2014

Mobile video will become more relevant in the near future with YouTube already now being the most dominating platform in terms of use and advertisement.

CAGR 29.2%

6

50% mobile video ad spending

66% 37% 31% 28%

100%

46% 15% 21%

Google Facebook AOL Yahoo VEVO

US Germany

n/a

Top 10 online video properties % of UU based on Google, 2014, US/Germany

22% 28% 10%

41%

8% 19%

6%

67%

Every day Few times per week

~Once a week Few times per month or less

YouTube Other video sites

Frequency of visits on YouTube vs others %, March 2013, US

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Globally >1bn unique users per

month

More unique monthly visitors*

than Facebook (June 2014)

80% of traffic comes from

outside of the US

In 2013, 40% of traffic was mobile (up from 25% in 2012)

and is expected to reach 50-60% in 2014

YouTube has become the world‘s second largest search engine behind Google and the third largest social platform

Source: YouTube, 2014; Forbes, 2013; Compete Pro, June 2014; own market feedback

YouTube is the dominating video platform on a global scale

YouTube reaches more 18-34 y/o than any other network

(48%)

* 168m vs. 166m in the US

98% of 18-34 y/o that use each device to watch video content, watch it on their

smartphone

AppLift.com 5 AppLift.com

Why is YouTube relevant for mobile UA? Working with YouTube influencers for App Promotion

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Targeting your audience the right way – Engagement per topic

F 18-34

Music 80%

Comedy 62%

Film 50%

Fashion & Beauty 39%

Education 32% Gaming 31%

Cooking 23%

Pets 21%

Science & Tech 19%

Sports 19%

M 18-34

Music 76%

Gaming 68%

Comedy 62%

Film 51%

Sports 36% Education 36%

Science & Tech 35%

Auto 19%

Pets 19%

Cooking 15%

* Engagement is defined as any action including comments, likes, favorites, or playlisting a video on YouTube within a certain topic or channel

Source: YouTube Insights, Quarterly Stats, Trends and Insights on Video from YouTube and Google, January 2014

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Campaigns need to be planned thoroughly in accordance with the viewers‘ expectations

Plan Video campaign

Design and create spot

Monitor, optimize, analyze

Adjust format to trends and channel

•  Ensure Game-Audience-Fit •  Clearly communicate dos and

don’ts •  Ensure commitment (payment)

•  Find the right YouTube influencer and channel

•  Reserve rights to influence •  Define appropriate media

strategy

•  Understand influencer and audience

•  Find up-to-date formats and pick up trends

•  Have a close look on the story of the video

•  Make sure tracking works •  Create desktop landing page

•  I n teg ra te the game properly

•  Implement the tracking links (not trivial)

•  Define the right KPIs for assessment

•  Most traffic comes within 5-7 days

•  Know the right benchmarks for respective channels

•  Find the sweet spot for spot frequency (media strategy)

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•  1,300,000 subscribers •  Game: casual •  Content: Comedy / Lifestyle •  330,000 views (after 14 days) •  143,000 clicks •  9,350 installs •  2,8 % View-to-install rate •  Budget: 20.000 USD

•  780,000 subscribers •  Game: mid-core •  Content: Let’s play •  115,000 views (after 14 days) •  15,000 clicks •  3,800 installs •  3,3 % View-to-install rate •  Budget: 10.000 USD

AppLift Case Studies – Campaign Examples

CASE 1 CASE 2

eCPI: $2.13 eCPI: $2.63

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Pre-Selection Channels

Exemplary timeline for a YouTube campaign planning

Week 1 Week 2 Week 3 Week 4

Approval

CreativeConcept

Animation / Video Draft

Announce

Online

Preview

Social Push

Campaign Briefing

Week 5

Previous video, Facebook post etc.

Content, media strategy, special

features etc.

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AppLift can run campaigns in EU & US, targeting your core audience

YouTube campaign opportunities with dedicated videos:

Access to top YouTube influencers in relevant markets

…ranging from small over midsized to large channels (up to several millions subscribers and views per month)

AppLift plans and runs your YouTube campaigns, potentially in combination with the influencer´s other social media channels (e.g. Facebook, Twitter, Instagram)

…to generate earned organic views with specific and narrowed targeting (e.g. country, gender, age)

Fixed budget deals will grant you access to top tier talents and necessary creative as well as procedural influence

AppLift.com 12 AppLift.com Berlin | Seoul | San Francisco

Questions?

Michael Puriz Senior Manager, Strategic Partnerships

e mp@applift.com m +49 162 430 861 8

AppLift GmbH Rosenstraße 17 10178 Berlin, Germany www.applift.com