Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
USER ACQUISITION BASICS
There are a lot of apps out there!
102 billion apps were
downloaded in 2013.
269 billion apps will be
downloaded in 2017.
5% of the apps account for 92%
of the downloads.
Source: Xyo, July 2013
1.6% of developers make more
than the other 98.4 combined.
Source: Xyo, July 2013
There are 3 million mobile developers,
but more than half make
less than $500 per app per month.
Source: Xyo, July 2013
$100,000+
$10,000 –
$100,000
$0 $1,000 –
$10,000
$1 - $100 $100 - $1,000
App Revenues
Share of developers earnings
per app...
How do you get your app noticed?
Paid User Acquisition
Apponomics
The Insider’s Guide to a Billion
Dollar App Business
How do most people discover new apps?
Mobile Ads and Websites 33%
Social Media 25%
Online Ads and Websites 11%
Print 3%
So what’s the key to user acquisition (UA)?
It depends on the stage of your app.
Let’s start at the beginning.
LTV, ROI, Retention
Time Since App Launch
NumberofUsers
User Acquisition depends on the stage of your app
Test and learn
N...
• Testing the waters
• Narrow Targeting
• Learn and prepare for Scale
phase
Launch Phase
Know your user and your app
Test & Learn
Choose UA partners
Launch
Phase
Ensure product works, review success signals
Unde...
This is the critical phase where you take the learnings from your Launch Phase
and invest intelligently to reach mass scal...
High Impact Activity
Optimize
Track & Analyse
Driving
Scale
Burst campaigns – maximum exposure
Cross-promote on other game...
Once scale is achieved, you should focus on acquiring the highest-value users and
retaining your top existing users
Focus ...
User segmentation
Maximize Monetization
Acquire High Quality Users
Optimizing
for Quality
Spenders, Engagers, Inactives
De...
Creating the right ad experience
Video
Ads
Native
Ads
Playable
Ads
Leverage High Engagement Ad
Formats
CTR and CVR
• Native
content
Ads
• Native
Interstiti...
Why Video Ads?
Enhanced view-through by 25%, 3X improvement in CTR, and App Install rates increased by upto 200%*
* InMobi...
InMobi Video Ads
Short skippable 15 s videos ; Audio is on mute by default
The user can enable audio anytime during the vi...
Video Case Studies
Leading retail app in the US
CVM improvement: 280%
Top gaming app in the UK
CVM improvement: 160%
Leadi...
Video ads generated 1.6X more revenue than other ad formats for a leading village
building game in the US
Non Video Video
...
Get the new Galaxy S4
Now at only USD 499!
Sponsored
InMobi Native Ads- Ads that
seamlessly integrate with
content
Rich in-stream ads that mimic the
app's content feed - ideal for social
networking apps
Content Stream
Ads that blend right in with news feed
layouts - perfect for news apps!
News Feed
Ads that blend well with user-
generated content in a chat list
Chat List
Why Native Content Ads?
Sources: IPG Media Labs Research, Telefonica,
CMO.com, Fastener.io Ad Formats
8X
Static
Interstiti...
30-50 seconds of actual gameplay of the app,
inside the ad unit itself.
Unmatched levels of engagement
High LTV and loyal ...
Why Playable Ads?
Users download an app after playing
it on their friends’ phone or watching
their friends play the game
U...
Playable Ads: Performance on
Test Campaigns
Top Casino App
CVM improvement: 250%
Leading casual
game
CVM improvement: 275%...
Leverage re-targeting to re-engage with
existing users
60% of all app users open your app only
ONCE after downloading it
79% of users abandon your game within
a month of downloa...
Active and Dormant Users
Active Users
Dormant or lost
users
Your in-house targeting is largely limited to the
users who ac...
We find users who
already have your
game
Whenever these users show up on our
network, or across exchanges, we show
them a ...
Lure Your Users Back with the Right Messages
Show discount offers to
induce purchase
Show tailored messages to
dormant use...
Setup segments on InMobi
Analytics / 3rd party trackers
Set up user segments and
inform InMobi of users in these
segments....
Installs
User Installed the app
Session Time
User session time < 35
minutes but has been
dormant since 2 months
Custom Eve...
Who is InMobi?
Global Reach & Scale
We touch more than 60% of mobile Internet users globally
Reaching 780 million+ mobile consumers in 16...
InMobi is committed to
investing in
innovation
2010
2011
2012
2013
2014
100 million
customers globally
Series B Sherpalo
V...
Building the most comprehensive
mobile data ecosystem from
more than 780 Million
monthly active users
Millennial Media
+
J...
InMobi is currently focusing our efforts on:
Growth of
Mobile Video
NativeLTVGlobal
THANK YOU
InMobi Presentation at Real Talk on Advertising for User Acquisition
Upcoming SlideShare
Loading in …5
×

of

InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 1 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 2 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 3 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 4 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 5 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 6 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 7 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 8 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 9 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 10 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 11 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 12 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 13 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 14 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 15 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 16 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 17 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 18 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 19 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 20 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 21 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 22 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 23 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 24 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 25 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 26 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 27 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 28 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 29 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 30 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 31 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 32 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 33 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 34 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 35 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 36 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 37 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 38 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 39 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 40 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 41 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 42 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 43 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 44 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 45 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 46 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 47 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 48 InMobi Presentation at Real Talk on Advertising for User Acquisition Slide 49
Upcoming SlideShare
Global mobile media consumption by InMobi
Next
Download to read offline and view in fullscreen.

3 Likes

Share

Download to read offline

InMobi Presentation at Real Talk on Advertising for User Acquisition

Download to read offline

InMobi Presentation for August YetiZen Speaks Event titled Real Talk on Advertising for User Acquisition. Watch the video for this event at http://yetizen.com/2014/09/27/yetizen-speaks-advertising-real-talk-best-practices/?utm_source=SlideShare&utm_medium=SlideShare&utm_campaign=SlideShare%20InMobi%20UA%20Event

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

InMobi Presentation at Real Talk on Advertising for User Acquisition

  1. 1. USER ACQUISITION BASICS
  2. 2. There are a lot of apps out there!
  3. 3. 102 billion apps were downloaded in 2013. 269 billion apps will be downloaded in 2017.
  4. 4. 5% of the apps account for 92% of the downloads. Source: Xyo, July 2013
  5. 5. 1.6% of developers make more than the other 98.4 combined. Source: Xyo, July 2013
  6. 6. There are 3 million mobile developers, but more than half make less than $500 per app per month. Source: Xyo, July 2013
  7. 7. $100,000+ $10,000 – $100,000 $0 $1,000 – $10,000 $1 - $100 $100 - $1,000 App Revenues Share of developers earnings per app per month (%) Source: Vision Mobile State of Nation Q3 2014
  8. 8. How do you get your app noticed?
  9. 9. Paid User Acquisition
  10. 10. Apponomics The Insider’s Guide to a Billion Dollar App Business
  11. 11. How do most people discover new apps?
  12. 12. Mobile Ads and Websites 33% Social Media 25% Online Ads and Websites 11% Print 3%
  13. 13. So what’s the key to user acquisition (UA)?
  14. 14. It depends on the stage of your app. Let’s start at the beginning.
  15. 15. LTV, ROI, Retention Time Since App Launch NumberofUsers User Acquisition depends on the stage of your app Test and learn Narrow targeting Limited countries High Impact Activity Track and analyze Refresh , Re-optimize, Scale User quality analysis and optimization Segment re-targeting Geo-expansion
  16. 16. • Testing the waters • Narrow Targeting • Learn and prepare for Scale phase Launch Phase
  17. 17. Know your user and your app Test & Learn Choose UA partners Launch Phase Ensure product works, review success signals Understand target audience & user value Achieve some initial organic downloads and ratings Get an idea of approximate CPI Analytics, tracking, SDKs Creative assets – ads, landing pages Learn inventory sources that perform the best Test the plumbing Test campaign Key learnings – good performing inventory segments, creatives, formats, OS CVRs, indicative CPIs
  18. 18. This is the critical phase where you take the learnings from your Launch Phase and invest intelligently to reach mass scale and hit the top of the app store charts Focus on User Acquisition: Scale
  19. 19. High Impact Activity Optimize Track & Analyse Driving Scale Burst campaigns – maximum exposure Cross-promote on other games Independent app store distribution Support with offline activities Campaign tracking (CPI’s, Inventory sources, etc.) ROI analysis vs. CPI Paid vs. Organic ratios Performance vs. original targets Act on insights Skew activity to high performing inventory, formats Continuously refresh creatives
  20. 20. Once scale is achieved, you should focus on acquiring the highest-value users and retaining your top existing users Focus on User Acquisition: Qualtiy
  21. 21. User segmentation Maximize Monetization Acquire High Quality Users Optimizing for Quality Spenders, Engagers, Inactives Define strategies for each user groups Product insights and feedback – drop outs, IAP Use feedback loop to target high quality users Retarget existing users Refresh creatives – support brand with engaging video, playable ads Consider new inventory sources to reach new users Monetization strategy for non payers - Advertising Upsell to highly engaged users Take a successful model to new markets, Go East
  22. 22. Creating the right ad experience
  23. 23. Video Ads Native Ads Playable Ads Leverage High Engagement Ad Formats CTR and CVR • Native content Ads • Native Interstiti als
  24. 24. Why Video Ads? Enhanced view-through by 25%, 3X improvement in CTR, and App Install rates increased by upto 200%* * InMobi network data Source: Yume Research, Tablet Info Source: Smart Ad Server Infographic, 2014 Video consumption on mobile devices has grown by 60% since 2013 3X 6X Standard Banner Rich Media Rich Media with Video And video ads are the highest performing ad formats in the market 2011 2012 2013 4% 8% 11% 15% Growth of mobile and tablet video share of the total video consumption Source: Mashable.com, 2013 Source: MediaMind research CTR Ad Formats
  25. 25. InMobi Video Ads Short skippable 15 s videos ; Audio is on mute by default The user can enable audio anytime during the video User can either watch the entire video, click on the skip video button or click on the ‘download now’ button to go directly to the app store during the video play On completion of video or on skip, a static interstitial is shown A click on this interstitial takes the user to the app store Landscape PortraitPreview:
  26. 26. Video Case Studies Leading retail app in the US CVM improvement: 280% Top gaming app in the UK CVM improvement: 160% Leading gaming app in China CVM improvement: 340% 1.48% 9.50% 2.07% 19.00% 0. 0.05 0.1 0.15 0.2 CVR CTR Static Interstitials Video 1.36% 6.35% 0.0184 0.1597 0. 0.04 0.08 0.12 0.16 0.2 CVR CTR Static Interstitials Video 0.74% 11.44% 0.011 0.1197 0. 0.03 0.06 0.09 0.12 0.15 CVR CTR Static Interstitials Video
  27. 27. Video ads generated 1.6X more revenue than other ad formats for a leading village building game in the US Non Video Video Series 1 8.53 % 16.21% 2X Non Video Video Series 1 61.8% 38.2% 1.6X Percentage of overall purchase value Percentage of users who made a purchase post downloading the app Higher LTV Seen from Users Acquired on InMobi Video Ads
  28. 28. Get the new Galaxy S4 Now at only USD 499! Sponsored InMobi Native Ads- Ads that seamlessly integrate with content
  29. 29. Rich in-stream ads that mimic the app's content feed - ideal for social networking apps Content Stream
  30. 30. Ads that blend right in with news feed layouts - perfect for news apps! News Feed
  31. 31. Ads that blend well with user- generated content in a chat list Chat List
  32. 32. Why Native Content Ads? Sources: IPG Media Labs Research, Telefonica, CMO.com, Fastener.io Ad Formats 8X Static Interstitials Native Ads CTR Seen 4.1 times per session vs. 2.7 for Banners and clicked 8 times more. 53% Banner Ads Native Ads
  33. 33. 30-50 seconds of actual gameplay of the app, inside the ad unit itself. Unmatched levels of engagement High LTV and loyal users who download after experiencing the gameplay InMobi Playable Ads
  34. 34. Why Playable Ads? Users download an app after playing it on their friends’ phone or watching their friends play the game Users agree that ratings and reviews influence them to download games Provide the ‘try before you buy’ experience with InMobi Playable Ads. Almost every user wants to try an app before downloading it http://searchenginewatch.com/article/2323231/Mobile-Google-Ratings-Reviews-Gained-Influence-with-2013-Holiday- Shoppers-Study
  35. 35. Playable Ads: Performance on Test Campaigns Top Casino App CVM improvement: 250% Leading casual game CVM improvement: 275% 4.08% 8.67% 6.93% 12.89% 0. 0.0325 0.065 0.0975 0.13 0.1625 CVR CTR Static Interstitials Playable Ads 0.74% 7.42% 1.40% 10.80% 0.00% 3.00% 6.00% 9.00% 12.00% CVR CTR Static Interstitials Playable Ads
  36. 36. Leverage re-targeting to re-engage with existing users
  37. 37. 60% of all app users open your app only ONCE after downloading it 79% of users abandon your game within a month of downloading it0% 10% 20% 30% 40% 50% Messaging Games Social Photo/Video Music E-comm Edu Media Retention percentage by category of apps Majority of your users abandon your app after the first few uses
  38. 38. Active and Dormant Users Active Users Dormant or lost users Your in-house targeting is largely limited to the users who actively use your app What about the majority of users who are inactive? In-House Targeting is Not Enough
  39. 39. We find users who already have your game Whenever these users show up on our network, or across exchanges, we show them a tailored message to lure them back to your game Amongst these users, we identify users in segments defined by you Your friends are waiting for you. Play today! Another App Retarget Your Users in Other Apps to Bring Them Back
  40. 40. Lure Your Users Back with the Right Messages Show discount offers to induce purchase Show tailored messages to dormant users Inform all your users of short term events to maximize participation
  41. 41. Setup segments on InMobi Analytics / 3rd party trackers Set up user segments and inform InMobi of users in these segments. Build personalized creatives for each segment with tailored messages Deep link these creatives to specific pages inside your app Price segments differentially basis the value of the user Bid higher to re-target a High LTV user 1 2 3 4 Bid lower to re-target a Low LTV user AND/OR Ping segments and users directly to InMobi endpoint Retarget in Four Steps
  42. 42. Installs User Installed the app Session Time User session time < 35 minutes but has been dormant since 2 months Custom Events Users are stuck at level 43 since 2 months Customized Messages for Different Segments of Users App Opens Has not opened the app since 2 months Purchases Has made purchases < $40
  43. 43. Who is InMobi?
  44. 44. Global Reach & Scale We touch more than 60% of mobile Internet users globally Reaching 780 million+ mobile consumers in 165+ countries Reaching 176 million + in NA alone
  45. 45. InMobi is committed to investing in innovation 2010 2011 2012 2013 2014 100 million customers globally Series B Sherpalo Ventures & KPCB Funding InMobi acquires Sprout Platform Series C SoftBank Funding for $200m InMobi Ad Tracker Launch InMobi Acquires MMTG labs and Metaflow Solutions InMobi acquires Overlay Media InMobi App Publish Launch InMobi launches Native Ads Platform InMobi launches context aware video ads platform
  46. 46. Building the most comprehensive mobile data ecosystem from more than 780 Million monthly active users Millennial Media + JumpTap approx. 415 Million 780 Million Chartboost 300 Million Twitter 189 Million Tapjoy 110 Million On scale with and other leading brands
  47. 47. InMobi is currently focusing our efforts on: Growth of Mobile Video NativeLTVGlobal
  48. 48. THANK YOU
  • ryunzae

    Feb. 26, 2016
  • sbepstein

    Dec. 22, 2014
  • kaklink

    Dec. 3, 2014

InMobi Presentation for August YetiZen Speaks Event titled Real Talk on Advertising for User Acquisition. Watch the video for this event at http://yetizen.com/2014/09/27/yetizen-speaks-advertising-real-talk-best-practices/?utm_source=SlideShare&utm_medium=SlideShare&utm_campaign=SlideShare%20InMobi%20UA%20Event

Views

Total views

2,270

On Slideshare

0

From embeds

0

Number of embeds

26

Actions

Downloads

76

Shares

0

Comments

0

Likes

3

×