Fostering Success with mobile RTB and accurate tracking
Berlin � New York � London � Moscow
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Inefficiencies in the Mobile Games Advertising Market Comparing 2011 and 2012 game facts from the US
0% 5%
10% 15% 20% 25%
PC/Mac Consoles Mobile devices
MMOs Casual Social
2011 2012
Time spent on Games
+4% +26%
Year Growth
Money spent on Games
+1% +1%
Year Growth
Source: newzoo.com
0% 10% 20% 30% 40%
PC/Mac Consoles Mobile devices
MMOs Casual Social
2011 2012
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problems: New gamers engagement
Heavy gamers maximization
More than 423,700,000 active gamers globally
Welcome to the Jungle!
Multiple ad networks, complicated tracking & opaque reporting need a lot of time, money and effort to handle
Is new gamers engagement easy? Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Your Daily Routine as Mobile Advertiser
More ad networks…
SDK Integration
SDK Integration
SDK Integration
SDK Integration
CPC CPI CPA 0,07 1,50 ?
CPC CPI CPA 0,07 ? ?
CPC CPI CPA 0,07 ? ?
CPC CPI CPA 0,07 2,00 ?
More SDKs…
More reporting dashboards
INSTALLS
COST PER USER
Steps to advertise an
app
Many tracking SDKs necessary
Unclear tracking & reporting
No optimization Fragmented market
Set Campaign Optimization to
Autopilot?
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problem 1 New gamers engagement
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
App discovery: A challenge for marketers Your app competes with over 800,000 other apps in the App Store
The top 1% of apps get 50% of
downloads. 60% of apps don’t get
downloaded at all.
53% of app downloaders learned about the app through
a search in the App Store.
50% of App Store browsers go straight
to the Top Charts.
App discovery: a high ranking is key… ... to stand out from the other 800,000 apps in the App Store
smartBoost in a nutshell: • smartBoost is an iOS push campaign
designed to boost the App Store ranking of your app.
• A smartBoost campaign lasts 3-7 days and will generate thousands of downloads for your app.
• Tracking of paid and organic downloads.
• smartBoost is available in 34 countries worldwide.
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Investment volume
Paid downloads
Ranking
Organic downloads
2. Pre-flight testing 3. Executed boost 4. Long-term strategy/after-burn effect
Smaller investments across ad networks and media partners to identify best performing traffic sources and publishers.
High investment in ad networks, recommendation apps and special media partners during 72 hours with peak on third day. Ranking & downloads are tracked in realtime and budget allocation is adjusted to achieve volume targets.
1. Planning
Detailed campaign planning: • Budget • Countries • Timing • Suppliers used • Special placements
Continued medium and smaller investments in ad networks to keep momentum of high ranking and maximize organic downloads.
5. Tracking of paid and organic downloads, monitoring of results & identification of ROI-maximizing rank
Days Weeks 1
2
3
4
5
6 7 2 3
4
5
6 7 8 9
How smartBoost works Planned and well syndicated boost campaign across many traffic partners
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
We think long-term:
• Subsequent, smaller investments keep your app visible for several days • Leverage the full potential of your campaign and maximize organic downloads • Analysis of achieved bought and organic users in real time • Analyze the exact ROI for your campaign and identify the best App Store charts
ranking for your needs
To get to the top, your costs will grow exponentially. So,
you need to analyze results & identify the
best spot for your app.
What makes smartBoost smart
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Detailed campaign data and sophisticated optimization for maximum results
CP
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ithou
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Ad
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Pub
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optim
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Cam
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Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks. Level 1 Level 2 Level 3 Level 4
Clic
k fra
ud &
use
less
clic
k pr
even
tion
Level 5
Overall CPI reduction of
70% on average.
Recap: optimization during pre-flight test
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
App Store ranking boost campaign for iOS in 18 countries
Case Example
Aim: Achieve high charts ranking
App model: Free
# Countries: 18
Platform: iOS
Time: 2 weeks
Vertical: Game
Total Budget: 62,485 €
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Development of App Store charts ranking visualized for 5 countries of boost
Campaign results: top rank in 18 countries
Mexico
Germany Spain
Canada Before: 45 After: 5 Before: 41 After: 1
Before: 39 After: 2
Before: 43 After: 3
Brazil
Before: 18 After: 1
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Well planned & executed boost in 18 countries generated >270,000 new users
Campaign summary
Countries: 18 Budget: 62,485 € Ranking achieved: 1 (x14)
2 (x1) 3 (x1) 5 (x2)
Total # Clicks: 578,436 eCPC: € 0.11 # Installs: 161,306 CPI: € 0.39 # Organic installs: 112.914
# Total installs: 274,220
Effective CPI : € 0.23
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Problem 2 Heavy gamers engagement
Heavy gamers The golden users many games owners dream of
• Returning, engaged users.
• Often account for a large proportion of overall in-app revenue.
• Typical user group for a gaming app.
• “Golden users”.
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Heavy gamers: the key to success Small user group accounts for majority of in-app revenue
30%
15%
55%
Medium gamers
Heavy gamers
Low gamers
60%
30%
10%
Revenue split by user group User groups based on retention rate
Medium gamers
Low gamers
Heavy gamers
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
30%
15%
55%
19
How to target your heavy gamers?
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
The mobile RTB process
Supply-Side Platform (SSP)
1. Ad request 2. Bid request
Demand-Side Platform #1 (DSP) € 0
DSP #2 € 1
DSP #3 € 0.75
DSP #4 € 2
3. Bids
5. Ad call
IMPRESSION
4. Winning ad code
6. Ad serve @ €1 CPM
User :
Male, 20 yo, DE, interested in
games and travel apps
Publisher, e.g. Angry Birds, with
available impression
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
In 6 easy steps; all in less than 100ms
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
How RTB helps marketers on a daily basis?
Technology in a Real Life
RTB Audience Targeting Re-Marketing
Ø REACTIVATE client users with low activity
Ø Drive users to COMPLETE abandoned transactions on mobile Web or in-App
Ø PROMOTE the best offers to most active users
Ø Target NEW USERS by blacklisting existing users
Ø INTEREST GROUP TARGETING: target relevant interest groups
Ø AUTOMATIC PERFORMANCE OPTIMIZATION (CPI) by using machine learning tools
The Power of Data
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Push users down the sales funnel and maximize engagement and monetization
Fuel your heavy user base
Increase ARPU by up
to 200%
Re-Engage 70-90% of your untapped user
base
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Three steps to maximize heavy users The perfect trio for maximizing your game marketing success
iOS smartBoost
Trust our expertise:
260 - smartBoost campaigns
230 - Times we’ve pushed an app into the top 25
34 - Countries we’ve run a smartBoost campaign
0 - Unhappy clients
• Gain high volumes of gamers with mobile RTB performance advertising
• Maximize ROI with Audience targeting and Re-Marketing
• Benefit from up to 70% lower user acquisition costs (CPI)
• Re-Engage 70-90% of your untapped user base
Engage new gamers with smartBoost
Mobile RTB - target your key audience
• Get 100% transparent tracking for your mobile app marketing
• Monitor your custom user actions, CLV & campaign ROI
• Receive detailed reporting via dashboard or raw data export
• Use the Analytics for free
Accurate Mobile Marketing Analytics
Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com
Contact us!
Americas & UK
John Rankin +44 7776 333 888 +1 415 539 6794 [email protected]
Germany Fabian Schaeffer +49 30 202 1575 15 [email protected]
Russia Artem Makarov +7 963 998 58 00 [email protected]
Ready to boost your games?