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Introduction to Appographics

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Seth Goldstein, CEO & Founder of SocialMedia Networks on What's Driving Use, Engagement and Results

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Introduction to Appographics

  1. 1. <ul><li>Insert prospect logo here </li></ul>Presentation To
  2. 2. Agenda <ul><li>What Is Appographics™ </li></ul><ul><li>How Does Appographic Targeting Work </li></ul><ul><li>Learnings Thus Far </li></ul>
  3. 3. What Is Appographic™ Targeting <ul><li>Marketers have always used a variety of segmentation schemes to group audiences they can target </li></ul><ul><li>Segmenting applications into logical groupings simplifies how a marketer can reach specific audiences that are attracted to certain types of apps </li></ul><ul><li>Appographics is an extension of how audiences can already be segmented: </li></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Appographic </li></ul></ul>
  4. 4. How Does Appographic Targeting Work <ul><li>SocialMedia has defined an application taxonomy based upon the type of app, how the consumer uses the app, and what marketing vertical the app seems to have an affinity for. </li></ul><ul><li>This taxonomy has been applied to over 5,000 apps across 4 social networks, associating each app to an Appographic group. </li></ul><ul><li>Campaigns and ads are profiled by appographic criteria and then this insight is used to fine-tune targeting to achieve advertiser results. </li></ul>
  5. 5. Appographic Segments Application Type Consumer Use =App Type:Game =App Use: Dating
  6. 6. Appographics Segments & Categories Application Type Consumer Use Vertical Industry Dating Adult Content Automotive Game Business & Money BusinessToBusiness Personal Utility Dating & Relationships CPG Poke &Throw Educational Entertainment Profile Extension Events Finance Quiz Expression Healthcare Rate & Rank Fighting None Video Just For Fun Personals Knowledge Retail Movies & TV Sports Music Technology Personality Telecommunications Quizz or Poll Travel Racing Role Playing Self Identity (Who am i) Shopping Sports Travel
  7. 7. Learnings – Overall Click Through <ul><li>Click through rates vary significantly by app type </li></ul>
  8. 8. Learnings – Overall Conversion Rates <ul><li>Conversion rates also vary by app type, with a noticeable drop off for games…. Perhaps users are engaged in the game and do not want to leave. </li></ul>
  9. 9. Learnings – Convo Rates By Campaign <ul><li>Conversion rates can be measured by campaign across Appographic groups. Impression inventory is heavied up within those segments performing best. </li></ul>
  10. 10. Learnings – Convo Rates By Campaign <ul><li>Conversion profiling by Appographic groups is useful for any type of direct response campaign, with inventory increased within best performing groups. </li></ul>
  11. 11. Appographics <ul><li>Developers can create apps for those Appographic segments that generate higher CTRs (personal utility and extension apps), delivering benefits to brand advertisers. </li></ul><ul><li>Direct response advertises can run a campaign across thousands of apps, determine where conversion performance is best and then heavy up impressions in best performing groups. </li></ul><ul><li>Lots more to learn around how to segment apps and understand what delivers optimal results for marketers. </li></ul>

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