post install performance – how to get roi from mobile_stephen rumbelow

www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.

Post-Install Performance – How to Get ROI from Mobile

Stephen Rumbelow, Group CEO

26th October, 2016


Optimise – about us

An International Performance Marketing company, delivering world-class Affiliate, Mobile & Rewards solutions for over 800 brands in Europe, Asia-Pacific &

Latin-America

APAC Europe LATAM

Australia | India | Indonesia | Singapore UK | Poland Brazil


Optimise – our journey

| 2014 – first mobile CPI campaign in India

| 2014 – Asian market wanted high volume at low cost

| 2016 – Asian market demands stringent quality KPIs

| Mobile is very different to Affiliate (desktop)

| But it’s also the same – performance & ROI are king

| The performance model is unique, but mobile

presents it’s challenges

| This is our journey to share with you…


4.2mapp events

150+campaigns

250+mobile affiliates

20+countries

In the last 12-months we’ve delivered…

Optimise - Global Mobile Affiliate Network

APAC Europe LATAM

Australia | India | Indonesia | Singapore UK | Poland Brazil


3key Mobile challenges

1. Where do you advertise?

2. How do you protect your ROI?

3. How do you innovate?


11

The business challenges…

| Apart from App stores, Google &

Facebook, what else can you do?

| What does the mobile ecosystem look like?

| How does the mobile market work?

| How do I get visibility and transparency?

| How to I avoid poor quality traffic?

| How do I avoid margin reduction and

rebrokering?

Mobile – where do you advertise?


11

Where you can buy


Mobile Web

| Access more publisher inventory –

building a purposed App isn’t a priority

for all!

| Cross platform compatibility - you can

reach your mobile web audience

across a variety of platforms using just

one version of an ad

| More difficult to track user behaviour so

you may not reach your target

audience


11

Where you can buy


Mobile In-App

| Customers will see your ads - 81% of UK consumer’s mobile time is spent in-app 1

| Better attribution – you can users’ interactions within a mobile ad and increase CVR and ROI

| More audience targeting options - you reach highly targeted audiences based on their location, demographics, context etc

| Mobile ad types aren’t created equal – multiple ad types and sizes, with differing CVRs

1. eMarketer


11

How you can buy it


Mixture of programmatic and traditional media

buying


11

Who you can buy from


Mobile Networks Independent Publishers

Specialists in buying bulk

inventory across their

affiliated publisher portfolio

Premium publishers that

boast high footfall and

quality creative

opportunities


11

Who you can buy from


Mobile Networks Independent Publishers

Benefits:

| Monetise every impression via programmatic or RTB

| No wastage of IO value – only target the audience you want

| Perfect way to get value if you have limited creative formats

Benefits:

| Independent vetted partners

| High quality and engagement

| Premium creative opportunities

| Buying CPM can unlock higher quality audiences which convert better than CPI buys



What you can buy - examples

• In-App display• Video • Offer walls• Interstitial• Content lock• Native• Social

Mobile NetworksUnique Opportunities…

| Leader, MPU, Interstitial

| Lower CTR but competitive CPM rates


Unique Opportunities…

| Proxama – UK’s largest beacon

network – Target commuters on buses,

trains & tubes


What you can buy

Independent Publishers

• Location / Wi-Fi • Premium Content• Mobile affiliates• Portals• App monetisation• App promotion



What you can buy

Independent Publishers

• Location / Wi-Fi

• Premium Content• Mobile affiliates• Portals• App monetisation• App promotion

Unique Opportunities…

| Wattpad – build a story around your brand and engage emotionally with consumers


3key challenges on mobile





12 Mobile – how do you protect your ROI?

1. Use a tracking technology that enables post-install event tracking

Click Install Registration

User journey

The conversion post install

determines ROI

Transaction




Registration

CVR: 2%

Registrations: 100

CPR: $50

Test Scenario:

Target Installs: 5,000

Target CPI: $1

Spend: $5,000

Transaction

CVR: 10%

Sales: 10

CPA: $500

Install

Clicks: 100,000

Installs: 5,000

CPI: $1

User journey




Registration

CVR: 2%

Registrations: 100

CPR: $50

Test Scenario:


Target CPI: $5

Spend: $5,000

Transaction

CVR: 10%

Sales: 10

CPA: $500

Install

Clicks: 10,000

Installs: 5,000

CPI: $1

User journey

Test optimizing towards a

Registration goal using a

eCPR metric




Registration

CVR: 10%

Registrations: 400

CPR: $12.50

Test Scenario:

Target

Registrations: 400

Target CPR: $12.50

Spend: $5,000

Transaction

CVR: 10%

Sales: 40

CPA: $125

Install

Clicks: 100,000

Installs: 4,000

CPI: $1.25

User journey




Registration

CVR: 10%

Registrations: 400

CPR: $12.50

Test Scenario:


Target CPI: $5

Spend: $5,000

Transaction

CVR: 10%

Sales: 40

CPA: $125

Install

Clicks: 100,000

Installs: 4,000

CPI: $1.25

User journey

Test optimizing towards a transaction

based goal using an eCPA metric




Registration

CVR: 20%

Registrations: 325

CPR: $15.38

Test Scenario:

Target Sales: 100

Target CPA: $50

Spend: $5,000

Transaction

CVR: 30.8%

Sales: 100

CPA: $50

Install

Clicks: 100,000

Installs: 1,625

CPI: $3.08

User journey



2. Select the Correct KPIs – Only Pay for Actions That Are Valuable

Objectives Metric Benefit Quality metrics

Awareness CPM

• Greater design impact

• Access premium

publishers

• Higher quality visitors

• Use conversion pixels to track KPIs

• Measure post click events

• Optimise back to eCPI, eCPR etc.





Awareness CPM


• Access premium

publishers


• Use conversion pixels to track KPIs

• Measure post click events

• Optimise back to eCPI, eCPR etc.

Engagement CPC / CPI• Pay for engagement

• Less risk than CPM buys

• Connect rates, time on site, UVs

• Installs, Registrations, Transactions

• Optimise to effective KPIs and

dispose of poor publishers





Awareness CPM


• Access premium

publishers


• Conversion pixels to fire at clients

KPI requirements

• Allows for optimization







Conversion CPR / CPA

• Pay for actions or sales

• Less risk than CPC / CPI

buys

• Installs, Registrations, Sales

• New & Existing users

• Sales funnel CVRs & ROI

• Attribution and optimisation of

publishers





Awareness CPM


• Access premium

publishers


• Conversion pixels to fire at clients

KPI requirements

• Allows for optimization







Conversion CPR / CPA

• Pay for actions or sales

• Less risk than CPC / CPI

buys

• Installs, Registrations, Sales

• New & Existing users

• Sales funnel CVRs & ROI

• Attribution and optimisation of

publishers

| Your KPIs are important for ROI

| But, not all publishers will work on

action based KPIs like CPR or CPA

| To increase reach means buying on

other models, like CPM or CPC

| Using post-install event tracking

means you can unlock additional

traffic sources whilst tracking back in

real-time to the eCPR or eCPA



3. Adopt a Test & Learn Approach During Launch

AgreeBudget &

caps

Small # of High Quality

Publishers

Planning

Agree audience targeting

| Geos, device, platform,

demographics, interests etc

| Seeking alignment with the

advertiser’s LTV/ROI indicators

| Targeting ‘look-a-like’ audiences for

LTV and ROI

| Traffic sources – incent, non-incent,

social, search etc



3. Adopt a Test & Learn Approach During Launch

AgreeBudget &

caps

Review KPI Quality

1 Month Test

Small # of High Quality

Publishers

Increase Budgets and capsTest new affiliatesOptimise targeting and media

Re-Evaluate Test

Planning Launch Measurement Actions

Establish an effective feedback loop with the Advertiser & Publishers

- Dispose of poor quality publishers, adjust payouts, caps & targeting to

optimise to the KPIs

Agree audience targeting



4. Test Advanced Targeting & Tools to Increase CVR, LTV & ROI

Publisher tools

| Track uninstalls and do retention attribution

| Use in-app deep links

| Use deferred deep-linking

| Use post click sale attribution (as opposed to post install) to track in-app sales from existing app users

| Use mobile optimised product & coupon feeds

| Each of these tools are

designed to increase

engagement and conversion to

sale, and ultimately ROI

Case Studies >


12

Case study – Mobile payments (IN)

KPIs:

| Increase Registrations

| Achieve CVRs of 5-8% funded

Commission model:

| Two basis payout model of CPR and Cost Per Funded

Affiliate mix

| Mix of registration and sale based affiliates

• Affiliate pool A = CPR

• Affiliate pool B = CPF



12

Campaign optimisation

| Affiliates delivering poor registration to

funded CVRs removed to maintain KPI

| Higher payouts given to Affiliates achieving

higher registration to funded CVRs

| City level targeting used to focus on best

performing cities in terms of registration to

funded CVRs

| Tested targeting and messaging based on

different interest categories e.g. cost saving,

money transfer, comparison shopping etc




Apr-16 May-16 Jun-16

Mobile payments app campaign (IN)

Registrations Funded

Results

| Registration to Funded CR% increased from 7% to 15% post campaign optimisation

| All quality KPIs achieved

| Quality KPIs amended monthly

| Complete user journey KPIs being developed


12

Case study – mcommerce (IN)

KPIs:

| Increase installs and a CVR of 4% install to sale

Commission model:

| CPI payout dependent on achieving the KPI

Affiliate mix

| Install-focused affiliates received higher

budgets but lower payouts

| Sale-focused affiliates received lower budgets

but higher payouts

| Ensured we could deliver high install volumes

and the install the sale conversion KPI



12


| Post click attribution to track in-app sales

from existing users

| In-app deep-links, deferred deep-linking and

intelligent links to direct to web or app

| Poor performing affiliates were gradually

removed to increase the CVR %

| Hyper local targeting focused on the best

performing cities (install to sale CVR)

| SDK developed for affiliates to promote

mobile optimised product & coupon feeds




Results

Jul-16 Aug-16 Sep-16

Mobile mcommerce app campaign (IN)

Installs In-app sales

| Install to sale CR% increased from 2% - 5% post campaign optimisation

| All quality KPIs achieved

| Campaign budgets increased significantly


12

Case study – mcommerce (SEA)

KPIs:

| increase Installs and in-app sales across SEA

| Increase in-app sales from existing app users

Commission model:

| CPI + CPA for new users

| Lower CPA for existing users

Affiliate mix

| Network buys for in-app display, targeting new users

| Local affiliates with mobile sites, targeting existing users



12


| Cart abandonment re-targeting to increase CVR

| SDK developed for affiliates to promote mobile

optimised product & coupon feeds in their apps

| Tested different creative messaging and offers

| Poor performing affiliates were gradually

removed to increase the CVR %

| Payouts increased for affiliates driving higher

basket values




Results

Apr-16 May-16 Jun-16 Jul-16

mcommerce app campaign (SEA)

In-app sales (New) In-app sales (Existing)

| Install to sale CVR KPIs achieved for new users

| Scaled up in-app sales from existing users

| % of sales from existing users gradually increased from 70% to 85%

| Average basket value US$ 60


3key challenges on mobile





13


| How do I stay one step ahead?

| What’s changed in the last 6-12 months

| What are the key trends?

| What’s the next big thing?

| How I can enhance what I’m doing off the back

of these key trends?

| Asia may be the world leader in mobile, but is it

relevant to the UK?

Mobile – how do you innovate?


13 Mobile – how do you innovate?

Affiliate Marketing

Started in the US and was exported to

Europe and Asia-Pacific



Mobile Marketing

Innovation and insight from a larger

market exported to Europe and North

America



Asia-Pacific snapshot

| The only truly ‘mobile-first’ region -consumers access the internet mobile-firstand mobile-only

| Over 1 billion smartphones – rapidadoption of mobile devices is fueling thegrowth in mobile ad spend

| M-commerce is on track to grow 300%faster than e-commerce by 2016, and

much of that growth is happening in Asia –

especially India.

| Will surpass North America by 2017 in total

digital ad spending share worldwide

*Source: eMarketer

Mobile ad spend

$13.6bn(2015)

Mobile ad spend

$30.5bn(2018)

47%of digital

ad spend on

mobile (2018)



Our Pan Asian footprint enables

us to leverage new mobile tech

and innovation for the benefit of

our International clients


4key mobile marketing trends

1. Mobile Video

2. Mobile Native Advertising

3. Mobile Coupons

4. Hyper Local


13

Key trends - Mobile video


£-

£200

£400

£600

£800

£1,000

£1,200

£1,400

£1,600

2015 2016 2017 2018 2019 2020

Ad

Sp

en

d (

mill

ion

s)

UK Digital Ad Spending - Mobile Video (eMarketer)

Mobile video Desktop video

Mobile video is

driving UK ad spend

growth

| £481m in 2016 to

£1.3bn by 2020

| 2020 - Mobile

video 71% of total

video ad spend

| 2020 - Mobile

video 37% of total

mobile display



Why use video?

| Video is where your customersspend their time - 55% of peoplewatch a video every day

| Video is shared easily andfrequently - push your brand andproduct to the right audienceand amplify your campaign

| Video is one click away from the‘buy’ button - 60% percent ofconsumers watch a video beforepurchasing



What should you measure?

| You’ll buy on a CPM or CPCV

| You’ll need to track plays,completed views etc

| But you should also track all ‘postview’ events critical to your ROIe.g. clicks, installs, registrations,transactions etc

| Optimise targeting and budgetsacross traffic sources thatgenerate the most users with thehighest lifetime value at thelowest cost


13

Key trends – Native advertising


€ -

€ 2.0

€ 4.0

€ 6.0

€ 8.0

€ 10.0

€ 12.0

€ 14.0

2015 2016 2017 2018 2019 2020

Ad

Sp

en

d (

mill

ion

s)

Native Ad Spending in Europe (eMarketer)

Europe

Native ad spend in

Europe is surging

| €6.7m in 2016 to

€13.2m by 2020

| +97% increase in

native ad spend

(2016-20)



Why use Native?

| Native ads will dominate digital display advertising

| Native ads perform better than traditional digital ad formats

| They capture attention –consumers view native ads 53% more often than display 1

| They help amplify content and special offers – 32% of consumers will share a native ad 1

1. Source: IPG Media Labs




| You’ll buy on a CPC

| Track connect rates, time on site and unique visitors

| Track all ‘post click’ eventscritical to your ROI e.g. installs,registrations, transactions forboth new & existing users

| Optimise targeting and budgetsto deliver the highest qualityusers for the lowest cost

| Avoids ad-blockers


13

Key trends – Mobile Coupons


1. Juniper Research2. Koupon Media

Why use mobile coupons?

| Mobile coupon usage will surpassone billion users worldwide by 2019 1

| Average redemption rates are 10xhigher than paper coupons 2

| 42% of mobile users have used amobile coupon 2

| 26% of users increase their basket sizewhen using a mobile coupon 2


13

Key trends – Mobile Coupons



| Mobile coupons are measurable -you can track who received, viewedand redeemed the offer, givinginsight into the entire purchase funnel

| You can amplify offers through social& native channels

| You can use hyper-local targeting toincrease conversion

| Mobile optimised coupon feeds workwell with voucher code affiliates on aCPA commission model


13

Key trends – Hyper Local


$-

$5.0

$10.0

$15.0

$20.0

$25.0

$30.0

$35.0

2015 2016 2017 2018 2019 2020

Ad

Sp

en

d (

bill

ion

s)

US Location-targeted mobile ad sales (BIA/Kelsey)

US location-based

mobile advertising

has exploded

| $12.8bn in 2016 to

$29.5bn by 2020

| +130% increase in

location based

mobile ad sales

(2016-20)



1. adknowledgeasia

Why use hyper-local?

| Targeting on mobile is rapidly becoming hyper local

| Cited as one of the top mobile marketing trends in Asia for 2016 1

| City level targeting is highly relevant for Taxi, Travel, Retail and Fast Food apps

| Achieve higher ROI by targeting location-specific audiences -make it more relevant & engaging and reduce wasted impressions



1. adknowledgeasia


| Network buys and independent publisher buys allow for hyper-local targeting

| Validate installs against location based KPIs real-time to enable campaign optimisation

| Post-install action based KPIs need to be validated against location KPIs to optimise ROI at a city-level


Summary: How do you get ROI from mobile?

1. Track the conversion post install – that’s where the ROI is

2. Only pay for actions that are valuable

3. Test & learn before you build out the campaign

4. Test advanced targeting to increase CVR, LTV & ROI

5. Increase ROI with Video, Native, Mobile Coupons and

Hyper-local targeting


w. optimisemedia.com

e. [email protected]