Mobile user acquisition trends for 2015 by tune & tab mo
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2014 has seen mobile becoming the first screen ahead of television in some markets. The largest brands have entered the app stores but are now willing to understand better what value each user brings post install. How to make the most of mobile and optimise performance on that channel? What can brands learn from mobile gaming companies, pioneers of the mobile UA? What will be the most significant trends for 2015?
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Mobile user acquisition trends for 2015 by tune & tab mo
- 2. Agenda ● Welcome note by TabMo & TUNE ● What brands can learn from mobile gaming pioneers? ● What to expect in 2015: our take on what will be trending ● Q&A / Networking
- 3. Who is TUNE?
- 5. What can brands learn from mobile gaming?
- 6. What you go through, we’ve been through already! ● User Engagement ● Monetization ● User Acquisition ● Measure, Analyze, Optimize ● Value Maximization
- 8. 2014 quick retrospective ● First screen ● Always more apps ● Discovery is still broken ● Harder to get to the top charts ● The battle of the great has just begun
- 9. The end of the SDK? Y?ES √ Mediation tools This open the door to: √ SDK-free solutions There are too many SDKs integrations required N?O SDKs WON’T go away and are still needed by developers
- 10. More market consolidation to come YP > Sense Networks Facebook > Little Eye Labs Sungy > Mobile GetJar Apple > Burstly Adknowledge > Giant Media Unity > Applifier Lotame > Admobius Unity > Playnomics Opera > Apprupt Unified > Awe.sm App Annie > Distimo Microsoft > Capptain Appnext > AppHome Alibaba > UCWeb Amobee > Adconion Amobee > Kontera Opera > AdColony Google > Appurify Facebook > Pryte Perion > Grow Mobile Twitter > TapCommerce Twitter > Namo Media Adknowledge > TriVu Media Yahoo RayV Twitter > CardSpring Facebook > LiveRail Yahoo! > Flurry Marimedia > Taptica Palantir > Propeller iQU > HoneyTracks Science Inc. > PlayHaven Quantcast > Struq Ooyala > Videoplaza Matomy Media > MobFox Brickstream > Nomi AppLovin > Moboqo Yahoo! > BrightRoll Groupon > Swarm Mobile Merkle > 500friends Opera > AdVine TUNE > MobileDevHQ Rocket Beanstock Tapjoy 50+ Fuel > [x+1] > Media Onswipe > 5Rocks YouTube > Directr Telco Ooyala Over 50 acquisitions XLMedia DUA-UP in 2014 specific to Kenshoo Adquant mobile advertising! Millenial Media Nexage “Marketing service providers are seeing that the promised future of an ideal & complete solution is much closer to reality” Changsu Lee, VP of Publisher Analytics & Insights, Tapjoy (formerly 5Rocks) Source: www.tune.com/blog/mobile-marketing-industry-consolidation/
- 11. The Rise Of Programmatic Buying Programmatic buying definition Connects media Buyers and media Sellers, through buying and selling platforms (DSP & SSP), enabling dematerialization of media transactions Where are we today on mobile RTB? 2014 is a strong year of development (+500% growth at $15m media spent in France), Both branding and performance advertisers entered the game. Desktop, Video are now maturing markets, mobile is booming. What are expected development for the market? ● 2015 will bring maturity (+200% at $45 media spent in France) ● Deal IDs are now the rule ● Data is flooding into the ecosystem : ○ Location DATA ○ 1st Party DATA ○ Social Data
- 12. New ad formats: native & video reloaded Banner is sick : Native is in great shape ● Definition : Power to the publishers ● Native advertising driven by In-feed ads ● Programmatic native : first native exchanges
- 13. New ad formats: native & video reloaded Video goes Mobile ● 600M smartphone sales in 2014 ● Growing 5X faster than desktop ● 75% of mobile videos happen in-app ● IAB MRAID & VAST creative standards enabling rich media creatives
- 14. #BeyondTheInstall Add to Cart - an item has been added to the user’s shopping cart. Add to Wishlist - an item has been added to the user’s wish list. Added Payment Info - a user's payment info has been provided. Registration - the user has registered themselves as a user in your app. Login - the user has logged in to your app. Checkout Initiated - user has begun checkout process, but not completed it. Purchase - the user made an in-app purchase. Search - the user completed a search within your app. Level Achieved - the user completed a level in your app. Achievement Unlocked - the user has received access to a new achievement. Tutorial Complete - the user has completed your app tutorial. Content View - the user has viewed particular content. Share - the user has shared something within your app via a social network. Rated - the user has provided a rating value. Invite - the user has invited others to your app via a social network. Reservation - the user has made a reservation through your app. Spent Credits - the user has spend credits within your app.
- 15. Re-engage your App users on other Apps Re-messaging & App retargeting (downloads & in-app events) Trends for 2015 ● Integrate Device ID feeds with buying technologies ● Segment Devices IDs on prospects/customers ● Use deep linking to redirect users
- 16. ASO gets more popular “Paid installs do more than just get one conversion and in most app categories, there is a correlation between paid app installs and organic distribution of the same apps” Ian Sefferman, GM @ TUNE (MobileDevHQ)
- 17. Online/Offline reconciliation (Cross device) Synchronize mobile message with billboards
- 18. Online/Offline reconciliation (Cross device) Beacon Advertising
- 19. Privacy & data protection
- 20. Jean-Vincent 'JV' Chardon TUNE | London +44 7951 102 541 JV@tune.com Ilja Goossens TUNE | Amsterdam +31 6 15 08 06 50 Ilja@tune.com Renaud Biet TabMo +33 6 87 82 08 79 renaud.biet@tabmo.fr Prepared by TUNE, Inc. Sales Team ©2014 Tune, Inc. | All rights reserved
Notes de l'éditeur
- Mobile is now the first screen: with the always on culture and the very high penetration of smartphone in Europe, audiences are massively shifting to mobile devices example: Google UK reports that half of all videos watched on YouTube in the UK are played from a mobile device There is more app than ever: brands have seen the success of apps and the huge revenues generated by mobile game and mobile first companies and now want to replicate that They also follow the audience that is massively into apps rather than mobile web Yet, app discovery is broken since both app stores have not been successful at helping users discover new apps that are relevant or to search for apps efficiently In October, 4 out of 10 top grossing apps in the US belonged to only two companies 4 companies own the apps that generate 70% of the unique visitors to the top 25 apps (http://mobiledevmemo.com/) Facebook, Twitter, Google VS Apple, Yahoo! and Amazon http://techcrunch.com/2014/11/30/like-advertising-a-needle-in-a-haystack/ http://venturebeat.com/2014/12/09/yahoo-officially-rolls-out-app-install-ads-on-its-mobile-ad-platform-gemini/
- Who feels they have too many SDKs in their apps? The problem is that, the market being fragment, there are too many SDKs… Understandably, advertisers want less SDKs in their apps though, and that will give way in 2015 for: SDK-less solutions Mediation tools There are good and bad SDKs The goal is to strip it down to just the essential ones But at minimum app developers will ALWAYS need sdks for the platform. The winning solutions in the future will continue to be: those that allows advertiser to address multiple needs with a single integration AND those that are well engineered and do not cause problems. We are getting there…
- It’s a well-known concept that new industries are often fragmented and that consolidation tends to occur as the industry matures. Since 2000’s, those involved in mobile advertiser have had to always refine strategies in order to continue to connect with users in a meaningful and relevant manner. A modern mobile marketer needs three or more dashboards in order to obtain a holistic understanding of their campaigns, >>>>> the anticipation of industry consolidation is one of the major narratives circulating the mobile advertising space. Here is a list of prominent acquisitions related to mobile marketing technology that have taken place in 2014… >>>>> we are getting closer to have an ideal and complete solution for mobile marketers Beyond their sheer number, what does that mean: The high number of acquisitions are further proof that mobile-first companies, cultures and technologies rule (AdColony) The best acquisitions have been and will continue to be those that help customers to the largest extent possible (MDHQ) Marketing service providers are seeing that the promised future of an ideal & complete solution is much closer to reality (Tapjoy) In this fast moving industry, it makes sense to merge the different components of the ecosystem, instead of trying to build them all from scratch (Taptica) http://www.tune.com/blog/mobile-marketing-industry-consolidation/
- RENAUD Definition Where are we today? Where are we going en 2015 NOTE FROM JV > CHECK THIS LINK http://mobiledevmemo.com/memo/report-global-mobile-advertising-market-will-boom-due-to-programmatic-advertising/?d=e
- Renaud / JV Programmatic is not just for banner ads As mobile gets standardized you can do programmatic including Native & Video 4G: http://www.journaldunet.com/ebusiness/telecoms-fai/nombre-d-utilisateurs-4g-en-france-0714.shtml LINK FROM JV http://mobiledevmemo.com/presentation-5-trends-mobile-gaming-2015/
- Renaud / JV Programmatic is not just for banner ads As mobile gets standardized you can do programmatic including Native & Video 4G: http://www.journaldunet.com/ebusiness/telecoms-fai/nombre-d-utilisateurs-4g-en-france-0714.shtml LINK FROM JV http://mobiledevmemo.com/presentation-5-trends-mobile-gaming-2015/
- JV The industry has moved beyond the historical CPI model because a customer’s true value comes over a period of time > Cost per Engagement This implies that you are measuring the right in-app event (define success) >>>> 2015 will see a huge diversification of the type of in-app event measured by advertisers The implications of measuring the right in-app events and being able to tie it back to the source is that >>>> you can later on segment your audience not just by source but also by in-app action performed
- RENAUD IDFA /Android ID targeting Better Conversion Rate Deep linking
- Up to 65% of all installs start with an app store search Correlation between Paid UA and Organic Downloads is stronger in mobile than it is on the web >>>> Being able to show that the number of organic downloads increased after or during a paid campaign = boost ROI of paid campaigns “Paid installs do more than just get one conversion and in most app categories, there is a correlation between paid app installs and organic distribution of the same apps” MobileDevHQ by TUNE On average, the correlation between paid downloads and organic downloads is 1.5x. That is, for every paid download we see, we see 1.5 organic downloads. Correlation is not causation But for now, marketers and app developers know at least that, in most categories, paying for an app install ad means you’ll probably get more than what you paid for. http://www.emarketer.com/Article/Do-Paid-App-Install-Ads-Pay-Off/1011675#sthash.k0PXCkDr.dpuf
- Renaud mobile & OOH Beacons Adopt un mec Candy Crush Soda (bus London) >>> http://mobiledevmemo.com/candy-crush-soda-saga-cross-promotion/ http://business.lesechos.fr/directions-numeriques/0203775869294-pmu-le-cross-canal-passe-par-le-baby-foot-103442.php 40 000 parties en 3 semaines pour le PMU / 23% des iphones passant à proximité des PMUs ont été géolocalisés
- Renaud mobile & OOH Beacons Adopt un mec Candy Crush Soda (bus London) >>> http://mobiledevmemo.com/candy-crush-soda-saga-cross-promotion/ http://business.lesechos.fr/directions-numeriques/0203775869294-pmu-le-cross-canal-passe-par-le-baby-foot-103442.php 40 000 parties en 3 semaines pour le PMU / 23% des iphones passant à proximité des PMUs ont été géolocalisés
- JV Viviane Reding, ex-commissaire à la justice, aux droits fondamentaux et à la citoyenneté (http://phys.org/news/2012-01-cautions-eu-costly-online-privacy.html) a pousse pour une revision des lois relatives a la protection de la vie privee des utilisateurs (EU Data Protection) ainsi que le EU-US Safe Harbor DEUX NOTIONS CLEFS: «droit à l’oubli» / 'right to be forgotten' Data processor VS Data controller (http://www.out-law.com/page-10836) The distinction between data ‘controller’ and data ‘processor’ lies at the heart of the EU Data Protection Directive 95/46/EC (the ‘Directive’), not least because the characterisation as either controller or processor determines the extent of a party’s legal obligations under the Directive Takeaways: Right now, only the data controller is responsible in front of the law but tomorrow, the data processor could also be responsible for respecting user privacy These requirements e.g. express consent, will be challenging for some developers to implement (and also for some providers to accommodate / comply with) New forms of notice and choice on mobile: Developers will need to put some work into creating not just innovative technology, but also innovative ways to provide privacy policies and notices to consumers, and get consumer consent - but also obey the law. Developers need to start thinking about creating privacy notices that are shorter & user friendly - but also are appropriate to the format. And they need to think beyond the app: wearables and other smart devices (+ think about the notice/consent design challenges for these products as well). Good news is, it won’t be enforced before 2016 / 2017… http://ec.europa.eu/justice/data-protection/ http://ec.europa.eu/justice/data-protection/index_fr.htm