Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue. Mack Flavelle - Tapstream - @mackflavelle ! Mack Flavelle does marketing for Tapstream. Tapstream provides best in class mobile attribution and value add services for user acquisition. App Marketing Understanding Ad Networks All the same?!? Ad Networks Overview There’s literally hundreds of ad networks, 
 each one claiming to be totally unique, 
 to have unparalleled reach 
 and to deliver premium users every time. ! Mobile Ad Networks Mobile Web Traffic Video Ad Networks Native Ad Networks Interactive Ad Networks Daily App Networks ! h p://trendblog.net/mobile-advertising-networks-overview-infographic/ Rules of Engagement Ad Network Rules of Engagement Hat Tip: twitter.com DSPs, SSPs , Exchanges… It’s all about Targeting Facebook MAI Ads On mobile, App Installs has been one of our best performing ad products, driving over 350 million installs to date. Over 60% of the top grossing apps on the Apple App Store and Google Play use Mobile App Ads, which is pre y impressive performance for a product that launched in January last year. ! - Zuck, Earnings Call: April 2014 FAN MoPub LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial Demystifying App Marketing Tools 2 It’s simple really… Except it isn’t. At all. It’s simple really… Where did they come from? A ribution Providers How to choose your third party tracking partner. Company Cost Integrations Mobile App Tracking $$ 100+ Kochava $$ 100+ Ad-X $$$ 100+ Tapstream $ 100+ Many Many More Which way? Mobile A/B Testing Bridging the Gap Deep Linking What is it? ! Why is it? ! Where is it headed? Deep Linking Options Mobile Ad Tech The KPIs that Matter 3 Acquisition New Users (by source) Conversion Rates Virality Engagement Retention 1/3/7/30 Session Length Session Interval Uninstalls ARPU / ARPPU ARPDAU LTV Monetization Questions? Mack Flavelle VP of Biz Dev Tapstream @mackflavelle Dan McGaw Director of Marketing KISSmetrics @danielmcgaw

1. Mack Flavelle, VP of Marketing
Making Sense of the Messy State
of Mobile App Marketing

2. Dan McGaw - KISSmetrics - @danielmcgaw
!
Dan is the Director of Marketing at KISSmetrics, where he
get’s the opportunity to help the best marketers in the world
measure their marketing and business efforts. Prior to
KISSmetrics, Dan was VP of growth at Code School, where he
helped the company grow to over 500k users and $400k+ in
monthly revenue.
Mack Flavelle - Tapstream - @mackflavelle
!
Mack Flavelle does marketing for Tapstream. Tapstream
provides best in class mobile a ribution and value add
services for user acquisition.

3. @mackflavelle #KISSwebinar
Join Mack on Twi er

4. @danielmcgaw #KISSwebinar
Follow-me and join the conversation

5. App Marketing

6. WATCH WEBINAR RECORDING NOW

7. Understanding Ad
Networks
1

8. All the same?!?

9. Ad Networks Overview
There’s literally hundreds of ad networks,
each one claiming to be totally unique,
to have unparalleled reach
and to deliver premium users every time.
!
Mobile Ad Networks
Mobile Web Traffic
Video Ad Networks
Native Ad Networks
Interactive Ad Networks
Daily App Networks
!
h p://trendblog.net/mobile-advertising-networks-overview-infographic/

10. Rules of Engagement

11. Ad Network Rules of Engagement
Hat Tip: twitter.com/kamobit
!
1. Ask for specific examples of publishers who will be showing your add.
2. What are the targeting capabilities of your network?
3. How do you determine the targeting parameters? Is it 1st party data? Do you infer them from a
statistical model?
4. Where do the ad units show up? Ask for screenshots - this is really important.
5. How much traffic do you drive for your biggest advertiser on avg. per week, month, etc.
6. What do the most effective ads look like? Ask for examples they can send you.
7. What can I expect in terms of cost and conversion rate based on other advertisers with a similar
audience/product?
!

12. DSPs, SSPs , Exchanges…

13. It’s all about Targeting

14. Facebook MAI Ads
On mobile, App Installs has been one of our best
performing ad products, driving over 350 million
installs to date. Over 60% of the top grossing apps
on the Apple App Store and Google Play use
Mobile App Ads, which is pre y impressive
performance for a product that launched in
January last year.
!
- Zuck, Earnings Call: April 2014

15. FAN

16. Twi er

17. MoPub

18. LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial

19. Demystifying App
Marketing Tools
2

20. It’s simple really…

21. Except it isn’t. At all.
It’s simple really…

22. Where did
they come
from?

23. A ribution Providers
How to choose your third party tracking partner.
Company Cost Integrations
Mobile App Tracking $$ 100+
Kochava $$ 100+
Ad-X $$$ 100+
Tapstream $ 100+
Many Many More N/A N/A

24. Which way?

25. Mobile A/B Testing
http://github.com/aomojola http://leanstack.io/aomojola/mobile-ab-testing-service-comparison

26. Bridging the Gap

27. Deep Linking
What is it?
!
Why is it?
!
Where is it headed?

28. Deep Linking Options

29. Mobile Ad Tech

30. The KPIs that Ma er
3

31. Acquisition
New Users (by source)
Conversion Rates
Virality

32. Engagement
Retention 1/3/7/30
Session Length
Session Interval
Uninstalls

33. ARPU / ARPPU
ARPDAU
LTV
Monetization

34. Questions?
Mack Flavelle
VP of Biz Dev
Tapstream
@mackflavelle
Dan McGaw
Director of Marketing
KISSmetrics
@danielmcgaw

35. THANK YOU
Mack Flavelle
@mackflavelle