Mind the App
White Paper 4June 2014
Mobile MediaBuying Framework
The function of this white paper is to serve as a roadmap for both native and web apps to
take the path on Mobile Advertising. Our goal is to examine the key factors of the external
traffic campaigns and be able to define, analyze and optimize them according to the type
and objectives of the advertiser.
You’ll find some hints about media planning and tips about how to generate quality traffic
for your mobile product to finally review ITR ranges.
Do you want to know more? Keep reading…
In perspective
· 91% free downloads ·
Downloads of mobile apps from all stores worldwide, 2010-2016
2011 2012 2013 2014 2015 2016
Free downloads 22.1 billion 40.6 billion 73.3 billion 119.9 billion 189 billion 287.9 billion
Paid-for downloads 2.9 billion 5 billion 8.1 billion 11.9 billion 16.4 billion 21.7 billion
Total downloads 24.9 billion 45.6 billion 81.4 billion 131.7 billion 205.5 billion 309.6 billion
Percentage free downloads 88.4% 89% 90% 91% 92% 93%
Know the marketyou face
*Gartner, 2013
· Over 70% of paid apps revenue is by Apple ·
73%
27%
App Store
Google Play
Know the marketyou face
However, Google Play gains groundTotal Revenue of the Apple App Store and Google Play
81%
19%
Nov. 13 Dec. Jan. Feb. Mar. Apr. 14 *Distimo, 2012
· Mobile App Stores revenue by source ·
PAID-FOR ADVERTISING IN-APP PURCHASES
Know the marketyou face
2011 2012 2013 2014 2015 2016 2017
85.8%
37.8%
48.2%
8.6%5.6%
14%
*Gartner, 2013
Mobile Sites vs. Apps
· Daily Time Usage ·
· 100’
· 80’
· 60’
· 40’
Mobile Browser Mobile App
Choose the appropiateproduct
Jun. 2012 Dec. 2012
Jun. 2013 Dec. 2013
*comScore 2013
Mobile Sites vs. Apps· Features Comparison ·
Choose the appropiateproduct
Features Native Apps Web Apps Mobile SitesMobile optimized Yes Yes NoBrowsing speed Very fast Fast SlowInternet connection Not necessary Required RequiredOffline storage Very good Limited NoneUser front end Very good Good Bad in small screensUser experience Very good Good Bad in small screensPush Notifications Yes No NoGeolocation Yes Limited NoHardware access Yes No NoNeed for approval Required Not required Not requiredApp market access Yes Not required Not availableBarcode scanning Available No NoQR code scanning Available No NoVoice recognition Available No NoAugmented reality Available No NoCamera access Available No NoAgenda access Available No No
- Promote your product and position yourself as a leader in your industry.
- Give a differential product that adds value to the user. A mobile app or a useful site must
meet in order to fit the overall strategy of your company: inform, increase your DB, help the
sales channel and generate more interaction and loyalty with your brand.
-Measure, analyze and redirect your strategy: flexibility in mobile marketing strategy is
essential if there is an adjustment to the initial objectives raised.
-Define a comprehensive strategy that also covers secondary objectives. An optimization
fully integrated with all of your company’s KPI-based ROI.
- Monetize your app / mobile site to make it profitable.
Design yourstrategy
Ad Networks Ad Exchanges RTB
Social Media
Incentive
Promoted App
+
Select the correctpartners
Promoted Posts
Retargeting
TRAFFIC BRANDING PERFORMANCE
Select the correctpartners
- Ad Networks: They centralize the purchase of inventory and have other of exclusive pro-
perty. They also offer several pricing models (CPM, CPC, CPI, etc.) and allow a wide range of
creative formats.
- Ad Exchanges RTB: They centralize the purchase of RTB inventory with real-time bids and
technologies that automatize the buying optimization.
- Promoted App: Platforms with a huge loyal user database who are recommended with
your app during a specific date range. You can achieve a high volume of new users in a
short period of time, helping this way your Store positioning.
Select the correctpartners
- Incentive: The user who interacts with your ad receives a bonification. You can obtain a
high volume of new users with low costs but the engagement of this user with your product
will be really improvable.
- Social Media: You work with your brand equity and user engagement with the product.
They offer high levels of segmentation because they have a lot of information of their users.
- Promoted Posts: Paid articles where bloggers talk about your product. You can achieve a
high level of thematic segmentation while looking for your core target.
- Retargeting: New impact to the users who have already interact with your product to ob-
tain high and relevant conversion rates.
The pricing model must be closely linked to the objective of the campaign. Therefore, it’s
not a good idea to make a branding campaign with a CPA pay model, as the impact will be
minimal, or a performance campaign with CPM, as the cost would shoot up.
Campaign Goal Pay Model
BRANDING
TRAFFIC
PERFORMANCE
Fixed: pay with a fixed cost for the whole campaign per day
CPM (Cost Per Mille): pay for the thousand impressions served
CPC (Cost Per Click): pay for the clicks through your ad
CPI (Cost Per Install): pay for downloaded and opened app
CPL (Cost Per Lead): pay for the registration forms filled and processed
CPE (Cost per Engagement): pay for an interaction with your ad or an
action that shows that a user is implicated with your advertising.
CPA (Cost Per Acquisition): pay for a final transaction like
a sale or an action that demonstrates the user is interested
with your product.
Optimize yourPricing model
Optimize yourresults
Optimize your results
- Diversify your traffic sources.
- Invest at least 1.000€ for each traffic source.
- Wait 48 hours per campaign to include the first optimizations.
- Wait at least 15 days to decide stop a traffic campaign.
- Evaluate your results according to your campaign typology with its own metrics:
· Branding: Impressions, CPM
· Traffic: Clicks, CTR %, CPC
· Performance: Conversions, CR %, Cost per Conversion
- Set secondary goals as optimization reference:
· Branding: Impressions, CPM + CTR%. + CPC
· Traffic: Clicks, CTR %, CPC + CR% + Cost per Conversion.
· Performance: Conversions, CR %, Cost per Conversion + ROI
eMMa is Mobile Business Intelligence. The ultimate mobile marketing technology in the market designed by marketers to marketers.
Our method demonstrates an increase in sales of 10-20% and an optimization in the media purchase of more than 15%.
· emma.io ·
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