Mind the App: Mobile Media Buying Framework

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    28-Nov-2014

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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. Youll 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...

Transcript

  • 1. Mind the App White Paper 4 June 2014 Mobile Media Buying Framework
  • 2. 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. Youll 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 www.emma.io info@emma.io
  • 3. 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 market you face www.emma.io info@emma.io *Gartner, 2013
  • 4. Over 70% of paid apps revenue is by Apple 73% 27% App Store Google Play Know the market you face www.emma.io info@emma.io However, Google Play gains ground Total Revenue of the Apple App Store and Google Play 81% 19% Nov. 13 Dec. Jan. Feb. Mar. Apr. 14 *Distimo, 2012
  • 5. Mobile App Stores revenue by source PAID-FOR ADVERTISING IN-APP PURCHASES Know the market you face www.emma.io info@emma.io 2011 2012 2013 2014 2015 2016 2017 85.8% 37.8% 48.2% 8.6% 5.6% 14% *Gartner, 2013
  • 6. Mobile Sites vs. Apps Daily Time Usage 100 80 60 40 Mobile Browser Mobile App Choose the appropiate product Jun. 2012 Dec. 2012 www.emma.io info@emma.io Jun. 2013 Dec. 2013 *comScore 2013
  • 7. Mobile Sites vs. Apps Features Comparison Choose the appropiate product www.emma.io info@emma.io Features Native Apps Web Apps Mobile Sites Mobile optimized Yes Yes No Browsing speed Very fast Fast Slow Internet connection Not necessary Required Required Offline storage Very good Limited None User front end Very good Good Bad in small screens User experience Very good Good Bad in small screens Push Notifications Yes No No Geolocation Yes Limited No Hardware access Yes No No Need for approval Required Not required Not required App market access Yes Not required Not available Barcode scanning Available No No QR code scanning Available No No Voice recognition Available No No Augmented reality Available No No Camera access Available No No Agenda access Available No No
  • 8. - 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 companys KPI-based ROI. - Monetize your app / mobile site to make it profitable. Design your strategy www.emma.io info@emma.io
  • 9. Ad Networks Ad Exchanges RTB Social Media Incentive Promoted App + Select the correct partners www.emma.io info@emma.io Promoted Posts Retargeting TRAFFIC BRANDING PERFORMANCE
  • 10. Select the correct partners www.emma.io info@emma.io - Ad Networks: They centralize the purchase of inventory and have other of exclusive property. 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.
  • 11. Select the correct partners www.emma.io info@emma.io - 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 obtain high and relevant conversion rates.
  • 12. The pricing model must be closely linked to the objective of the campaign. Therefore, its 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 your Pricing model www.emma.io info@emma.io
  • 13. Optimize your results Optimize your results www.emma.io info@emma.io - 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
  • 14. 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