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How to market your apps on iOS and Android profitably.
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How to Market Your Apps on iOS/Android ProfitablySourabh Niyogi, CEO
What we discovered in the last year ...
Free iOS+Android apps make money!in-app purchasessubscriptionsbookingsdirect sales
...
If you make $750 from 1,000 app installsthen your RPU is $0.75...
RPU
Many Advertisers are getting RPU!
Seeking new mobile behaviors
Seeking new gaming addicts
Seeking new subscribers, audience
Problem: Profitable Application Marketing is Tough
Typical Admob/... App Promotion Experience:
eCPI of $11.37 is too high.Result: frustrated appvertiser
If you have to spend $11.37 to make $0.75, you can’t scale marketing
Solution: the MdotM Install Exchange
VolumeAdvertisersBuy InstallsAt LowestCost-per-Install
Volume Publishers
Sell InstallsAt Highest eCPM
The First Install Exchangefor iOS and Android
Advertisers Buy on a CPI
Buy Low! Sell High!
Why buy on the MdotM Exchange?
CPI Bidding simplifies profitable marketing
If RPU > Effective Cost-Per-Install,then You profit!
How to Buy Installs1. Implement Universal Tracking Code for iOS or Android
• Track Installs to measure eCPI by deviceid in iOS
by referrer in Android• Track Post-Install Activity to measure RPU
http://mdotm.com/promote/trackback
2. Provide creative and specify CPI Bid
3. MdotM runs your creative delivering highest CVR
4. MdotM reports on spend + conversion results via real-time dashboard and via API
MdotM Volume: 62MM+ Monthly [Jan 2010]
24.6 MM+Androiduniques
4.6 MM+iPaduniques
10.0 MM+iPod Touchuniques
22.7 MM+iPhoneuniques
Over 4MM installs bought30-50K installs/day
What to Buy
1. Installs from Banner Inventory CPI Bids: from $.75 - $7/install
2. Installs from Incentivized Inventory CPI Bids: from $.25-$.75/install
Advertisers compete on eCPM basis: Higher CPI Bids gets More Installs
Banner InstallsBanner AdsSupported Platforms
• iPad
• iPod Touch/iPhone
• Android
Supported Ad Sizes
• 300x50
• 320x50
• 300x250
• 728x90 (iPad only)
ExampleiPhone
300x50 In-App Ad CPI Bids range from $.75 - $7/install
Incentivized Installs
Offer Wall / Offers API• Users get currency, Advertisers get Low CPI• Installs are usually not very engaging, but they help you rise in the App Store or Android Market rankings
ExampleOffer Wall Application
CPI Bids range from $.25 - $.75/install
Ranking Benefits: iOS vs Android
• Higher rank in App Stores = more organic installs
• For every Paid install, you can get organic Installs
• In iOS, ranking is proportional to downloads per hour
• In Android, we’re still learning...
Buying Installs Enables Lower eCPI, Profit!
How can $1 CPI = $0.25 eCPI?Example: (Paid-to-Organic Ratio is 3)• Buy 10,000 Paid installs x $1/install = $10,000• Get ranked #5 in your category• Get 30,000 Organic installs.• Result: $10,000 / 40K installs = $.25 eCPI
Buying Installs -> Lower eCPI -> Increases Profit! Profitable Marketing made much easier with ranking!
Strategies: Test, repeat, test, repeat, ...
Some efficient strategies our advertisers employ:• Get ranked X in Category rather than “All”• Test in smaller markets (e.g. CA, GB, AU, ...)• Measure downloads/hour in your market• Measure RPU carefully with post-install tracking tied to media spend• Do Post-Campaign Analysis down to deviceid via APIs
Scale Your Install Buying Plan
Once you have a profitable marketing model... scale it!
Add additional media partner (eg on CPC), but:• Measure eCPI with all media partners• Measure RPU with APIs, post-install tracking• MdotM universal tracking code helps measure both
Scale down if you can’t profit. There’s always next weekend.
2011 Q1/Q2 Outlook
iOS • Out of “test” mode • Advertisers know RPU, eCPI. • Testing getting more expensive
Android • Lots of supply to “test” with. • Advertisers learning RPU, eCPI now.• Massive growth, better in-app purchasing on horizon.
To Learn More About Profitable App Marketing ...
Sonia Gonzalez [email protected]
Rodney Witcher [email protected]
Sourabh Niyogi [email protected]
Follow us on Twitter: @MdotMAds
Slides Available at: http://www.slideshare.net/mdotm
