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Qu vadis mobile apprupt
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© 2012 apprupt GmbH • www.apprupt.com
Quo vadis, mobile?
apprupt GmbH
April 24th 2012
© 2012 apprupt GmbH • www.apprupt.com
Featured in:
© 2012 apprupt GmbH • www.apprupt.com © 2012 apprupt GmbH • www.apprupt.com
devices marketing
Quo vadis, mobile?
usage situation
© 2012 apprupt GmbH • www.apprupt.com © 2012 apprupt GmbH • www.apprupt.com
marketing devices
Quo vadis, mobile?
usage situation
© 2012 apprupt GmbH • www.apprupt.com
Quelle: http://www.flickr.com/photos/decor8/2038157932/sizes/o/in/photostream/
© 2012 apprupt GmbH • www.apprupt.com
Quelle: eTracker GmbH
Couch surfing /commerce
© 2012 apprupt GmbH • www.apprupt.com
© 2012 apprupt GmbH • www.apprupt.com
Comparison media usage
Quelle: Flurry Report / United Digital Group
© 2012 apprupt GmbH • www.apprupt.com
Usage motivation
Quelle: United Digital Group
© 2012 apprupt GmbH • www.apprupt.com
Gamification in ecommerce
Quelle: http://etailment.de/2012/gamification-im-e-commerce-ii-best-practices-fuer-den-einsatz/
How to motivate users to act in a special way by
using gaming elements (example: Zappos)
© 2012 apprupt GmbH • www.apprupt.com © 2012 apprupt GmbH • www.apprupt.com
marketing usage situation devices
Quo vadis, mobile?
© 2012 apprupt GmbH • www.apprupt.com
“War of devices“
© 2012 apprupt GmbH • www.apprupt.com
Mobile OS
Quelle: Comscore / United Digital Group
© 2012 apprupt GmbH • www.apprupt.com
iPhone vs. Android app traffic
Quelle: Xyologic / mobile zeitgeist
iPhone Android
paid
free
© 2012 apprupt GmbH • www.apprupt.com
Simultaneous usage
Quelle: Nielsen, Q2/2011
© 2012 apprupt GmbH • www.apprupt.com
Ecommerce and iPad
Quelle: United Digital Group / Zanox
© 2012 apprupt GmbH • www.apprupt.com
Quellen: www.GSMArena.com, /www.itespresso.de/files/2008/images/20100728_apple_imac/apple_imac_04.jpg
Devices: complementary / replacing
© 2012 apprupt GmbH • www.apprupt.com
201?: online vs.
MOBILE?
© 2012 apprupt GmbH • www.apprupt.com © 2012 apprupt GmbH • www.apprupt.com
usage situation devices
Quo vadis, mobile?
marketing
© 2012 apprupt GmbH • www.apprupt.com
CONTENT CONTENT
AD
AD
≠
© 2012 apprupt GmbH • www.apprupt.com
Mobile (mis-) understood?
© 2012 apprupt GmbH • www.apprupt.com
3 4
2
1
ARD Sportschau
Click-To-Calendar
Client ARD Sportschau
Business model CPC
Term 2 weeks
CTR (Click-Rate) 0,48%
Clicks (AIs) 2.074.915
CVR (Click-to-
Calendar) 8,42%
© 2012 apprupt GmbH • www.apprupt.com
iPad Advertorial including video
(mock up)
© 2012 apprupt GmbH • www.apprupt.com
Movie release: Contraband
Video-Landing Page & Click-To-Calendar
Client Universal Pictures
Business model CPC
term 3 weeks
CTR (Click-Rate) 0,29 %
Clicks (AIs) 20.500 (7.105.736)
CTR (Click-to-Video) 31,05%
Termin vormerken
© 2012 apprupt GmbH • www.apprupt.com
New format: Rich media & 360 ads
© 2012 apprupt GmbH • www.apprupt.com
Icon-text teaser Loading coupon icon to
homescreen Activating coupon
Couponing
© 2012 apprupt GmbH • www.apprupt.com
Store finder Map showing next store
Couponing
© 2012 apprupt GmbH • www.apprupt.com
Location Based Targeting
Ad Impressions 6.436.935
Clicks 27.873
CTR 0,42 %
Leads 8.000
Downloads 1.286
CVR Lead 28,70%
CVR Download 4,61%
Ad Impressions 618.043
Clicks 3.515
CTR 0,57 %
Leads 890
Downloads 281
CVR Lead 25,32%
CVR Download 8,00%
Ad Impressions 297.054
Clicks 1.122
CTR 0,38 %
Leads 257
Downloads 15
CVR Lead 22,91%
CVR Download 1,34%
Icon-Text Teaser
Local targeting
Icon-Text Teaser
Metropolitan area MMA-Banner
Metropolitan area
1
2 3
© 2012 apprupt GmbH • www.apprupt.com
Mobile Retargeting
© 2011 apprupt GmbH • www.apprupt.com © 2012 apprupt GmbH • www.apprupt.com
Laufzeit 21 Tage
Abrechnungsmodell CPC
CTR 1,30%
0
0.5
1
1.5
2
2.5
3
3.5
CTR (Re-Targeting) CTR (non Re-Targeting)
© 2012 apprupt GmbH • www.apprupt.com
Tracking & reporting
(example: textunes eBooks)
Client textunes
Business model CPC
Term 4 weeks
CTR (Click-Rate) 0,57 %
CVR (Click-to-Install) 16,77 %
eCPI (effektive Cost-per-
Install)
2,13 €
© 2012 apprupt GmbH • www.apprupt.com © 2012 apprupt GmbH • www.apprupt.com
usage situation devices marketing
Quo vadis, mobile?
© 2012 apprupt GmbH • www.apprupt.com
http://www.flickr.com/photos/unconstructive_bry/2975621862/
get in touch
apprupt GmbH Speersort 10
20095 Hamburg
Hamburg • Düsseldorf
Jan-Hendrik Seyfahrt Senior Category Manager
Tel +49 40 3252787-11
© 2012 apprupt GmbH • www.apprupt.com