Kenshoo App Marketing Summit: Facebook Mobile Marketing Trends
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Presentation by Atif Khan, Client Partner, Mobile and Social Games, Facebook at Kenshoo's App Marketing Summit on March 17, 2015 at Terra Gallery in San Francisco.
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Kenshoo App Marketing Summit: Facebook Mobile Marketing Trends
- 1. Atif Khan Client Partner, Mobile & Social Games
- 2. “…encourage them to open the app more often and keep them…”
- 3. Above: Digi-Capital tracks huge mobile apps growth. Image Credit: Digi-Capital Growth, Growth, Growth What’s next? • People are spending more time and money in Mobile Apps • Mobile Apps are becoming more than Games • Gaming is still the biggest business and will account for over $30b in revenue
- 4. Source: http://blog.appfigures.com/app- stores-growth-accelerates-in-2014/ Image Credit: Appfigures Apps on Apps on Apps What does this mean? • All three app stores grew by at least 50% YoY from 2013 to 2014 • Google is growing at unprecedented pace • There’s a of competition in the app stores to get your app found
- 5. 2,000,000 APPS App Store Google Play
- 6. App Store Google Play
- 7. 2,000,000 APPS App Store Google Play You are here
- 8. Getting ahead of the game Strategies for Apps Marketing on Facebook
- 9. Over The Past Two Years We’ve Learned How to Set Clients Up For Success Education • Algorithm / Frequency Cap • Importance of Creative • Implement Best Practices Creative Targeting Bandwidth • Creative Testing Framework • Inspirational Creative Shop Sessions • Video!! • Country Expansion • Android Device Optimization • Nested Lookalikes • API Integrations • PMDs • App Events
- 10. Targeting: Custom & Look-a-Like Audiences
- 11. Lookalike 1% Lookalike 4% Lookalike 7% Lookalike 10% Custom Audience ▪ Target Lookalike 4% ▪ Exclude Lookalike 1% ▪ Target Lookalike 7% ▪ Exclude Lookalike 4% ▪ Target Lookalike 10% ▪ Exclude Lookalike 7% ▪ Target Lookalike 1% ▪ Seed audience auto excluded Advanced: Nested Lookalike Audiences
- 13. Engagement/Re-Engagement 30-50% Of desktop spend targeting re-engagement
- 14. Top Eleven & Re-Engagment >500% Return on Ad Spend
- 15. Where things are going: • Mobile Video • Mobile Engagement • App Events/API • GO Global • Andriod
- 17. Thank You
Notes de l'éditeur
- Excited to Talk to you today about the wisdom you all can take away from what we have seen in gaming.
- This is what we’re all trying to do…play longer and make sure it’s for a long time.
- So why do you want people in your app for a long time? Well…because the ecosystem is growing at unprecedented rate. More money + time = a competitive and flourishing ecosystem.
- One of the derivatives of what I just explained to you with the trends is the fact that as more gamers come into the market - more games are going to come in to fill the demand and so discoverability has to be something you put as much thought into as you do the game itself
- But for example in the mobile space, relying on “top of the charts” or similar placement in an App Store, is a bit like relying on getting a product put on display in the front of a store. It works, but it is very expensive and doesn’t last long. Further, very few games break into the top 10 or 20 lists on their own.
- So as I say, Discoverability needs to be a core strategy for you This involves reaching traditional gamers and the non-obvious gamers. Because the truth is that the digital marketplace has transformed what it means to be a gamer. In North America, Gamers aren’t just young men sitting in their parent’s living room or in APAC in internet cafes until the wee hours of the night like it was for the last two decades..
- So how do you drive discovery on the highest quality mobile traffic source?
- Tool enables you to use email addresses, phone numbers, FB user IDs, IDFAs and create custom targeting clusters that live in your ad account.
- ADVANCED: Nested Lookalike Audiences
- TEST, TEST, TEST Clash of Clans constantly testing new creative and refreshing ads.
- A great example of high quality, Unit on Mobile through our newest video unit