Programmatic Buying for Performance Marketers: Fact vs. Myth
5 essentials for app downloads
1. 5 Essentials to Get Your App More Downloads
Ryan Merket | @merket
Director of Product
InMobi
2. About me
• Joined InMobi in July, 2012
• Acquisition of AppGalleries.com
• Previously at Facebook
• Co-founded Ping.fm
• Designer / Front-end Eng at CBS
Interactive
3. Landing Pages Tips & Tricks for
5 essentials to Paid User
get more Acquisition
downloads for
your app
App Publish Tracking Guerrilla Tactics /
conversions PR
5. App Landing Pages
‣ Very important! A lot of discovery still happens on
desktop!
‣ Mobile friendly – large photos and touch enabled
‣ Desktop users
‣ Large CTA
‣ SMS or QR is best for tracking (Twilio!)
‣ Link to App Store or Play not as prominent (hard to
track and lower conversion rate)
‣ Mobile users
‣ Well designed – realism with high polish
‣ Smart App Banner for iOS
6.
7. Smart App Banner
‣ Highly recommend when
marketing you link to a
landing page with a Smart
App Banner
‣ Tracking: you can send
values to your app on first
load. Allowing you to track
where you are getting
installs from.
8. Smart App Banner
‣ Track all the way 80,000
70,000
down to install 60,000
50,000
40,000
30,000 Pageviews
20,000
Clicks
10,000
0 Installs
9. Landing Pages Tips & Tricks for
5 essentials to Paid User
get more Acquisition
downloads for
your app
App Publish Tracking Guerrilla Tactics /
conversions PR
10. Different Ad Formats
Banner and HD Banner
‣ 320x48,300x250 and 320x50 for older smart phones for smaller
screen size
Benefits of using ‣ 640x96 and 640x100 for newer smart phones with larger screen
size ; 1024x768 for tablets
different ad
formats:
1. Engage with user
Interstitial
with different ‣ Interstitial ads (320x480) are a powerful yet non-intrusive way of
showing your ads to the user
formats
‣ Multiple engagement points and calls to action possible
2. Less user fatigue
3. Reach large user
base due to Rich Media & Video Ads
maximum scale
‣ Highly engaging HTML5 ads with various user interactions
‣ Embedded video units for increased engagement
11. Regular Banner
& HD Banners
Regular Banners HD Banners
Click Through Rate (CTR) 0.52% 1.75%
Conversion Ratio (CVR) 1.85% 1.97%
‣ CTR: CTRs tend to improve by 20-30% on
average peaking at around 70%
improvements.
‣ Conversion Rates: Click to conversion rates
improved by 7-10%
12. Regular Banners vs Interstitials
10x more real-estate 5x
CTR
4.5%
0.9%
Banner Interstitials
4.5x
Conversions*
55K
12K
Banner Interstitials
* Conversions for 50M impressions
13. Rich media mobile ads have the highest click-
though-rates, compared to any other ad format.
16. ‣ Refresh your creative at regular
intervals to avoid user fatigue
(recommended: once in 2 weeks)
‣ Use a combination of regular and HD
Banners to leverage real estate
Key Takeaways smartphones with large screens
‣ Leverage Interstitial ads smartly
‣ Budget permitting, opt in for Rich
Media ads as well
17. Have an interesting Rating is a big motivator for
and catchy tile image people to click on ads
Add the rating of Provide the
your app to the ad Category, Size, and
description of the app
Provide a clear Call To Action for
the user
State clearly whether the app is
a free or a paid app (together
with the price)
Things you don’t want to miss showing on your ad
18. AD IS NOT CLEAR WHAT NO CLEAR CALL TO
GETTING THE AD IS FOR ACTION
CUT OFF
Examples of Bad Ads
19. Landing Pages Tips & Tricks for
5 essentials to Paid User
get more Acquisition
downloads for
your app
App Publish Conversion Guerrilla Tactics /
Tracking PR
20. What Publish – does we do for developers
App App Publish what
Android Apps Alternative App Channels
(apk) (Independent, Operator, OEM)
Downloads
22. Landing Pages Tips & Tricks for
5 essentials to Paid User
get more Acquisition
downloads for
your app
App Publish Conversion Guerrilla Tactics /
Tracking PR
23. Know where users are coming from
Why
Know which segment provides better
Conversion ROI
Tracking
Optimize campaigns based on above
24. What to keep in mind
while choosing a ‣ Not reliant on UDID alone
good conversion ‣ Works Across Web & Apps
tracking platform ‣ Tracks any Conversion
‣ Tracks Post Install Events –
Subscriptions, In-App
Purchase, User Sessions etc.
‣ Multiple Event Tracking
‣ Easy Integration
‣ Integrates with your ad network for
campaign optimization
‣ Real-Time Dashboard
25. • Non reliant on UDID alone • Requires integration of an SDK into the
• Uses accurate Device Fingerprinting application
technology
• Can track all conversions
• Can track post install events
• Can track LTV of Users using InMobi’s LTV
Platform
• Works on both web and app inventory –
meaning larger coverage
• Uses an API and does not require an • Is dependent on UDID, ODIN1
additional SDK within the app • Can track conversions only when Device
• Can track post install metrics ID is available
• Provides visibility into user LTV by passing the
User ID
Integration Options Available – SDK vs S2S
26. Our Recommendation – Digital Fingerprinting
‘Device Recognition’ technology Device Fingerprint is read without changing
identifies the device uniquely the native app user experience
User sees an ad & User is taken to User downloads &
clicks on it the app store launches the app
27. Serve Ad Track Conversions
Optimization
Calculate performance & CPD
of campaign
Identify segments where ad
is performing best
Self-Learning Network For Continuous Optimization = Better ROI
28. Landing Pages Tips & Tricks for
5 essentials to Paid User
get more Acquisition
downloads for
your app
App Publish Conversion Guerrilla Tactics /
Tracking PR
30. Guerrilla Marketing
‣ Define your target market
(demographics, region, socioeconomic level, etc.)
‣ Research events, conferences, public gatherings
‣ Build for virality. Guerrilla is all about the post-event PR.
‣ Make sure you spend equal if not more time recording (photo
& video) the event and editing the video than actually
planning. Most people won’t see the campaign in-person.
Make the photos and video memorable.
‣ Think completely out of the box
Best Mobile Campaign of 2011Macy’s Winter Collection
What are HD Banners?Historically, smartphones are served ads of size 320x48 or 320x50. But for the new generation smartphones such as iPhone 4 & above and iPod 5th Gen, we can take use of the new display resolutions and serve ads of size 640X96 and 640x100. The ads look crisper and more vibrant
User sees an ad and clicks on it - AdTruth’s ‘Device Technology’ identifies the deviceUser downloads and launches the app - Device Fingerprint is read without changing the native app user experience
