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Similaire à Mobile UA channels - @thomasbcn at Applause.io Barcelona 2018 (20)
Mobile UA channels - @thomasbcn at Applause.io Barcelona 2018
- 4. Mobile UA Channels- applause.io © @thomasbcn 2018
The state of US online advertising
Facebook + Google
74% of $ spent
83% of growth
- 5. Mobile UA Channels- applause.io © @thomasbcn 2018
If ¾ of the money goes to
Facebook & Google,
why look elsewhere?
- 6. Mobile UA Channels- applause.io © @thomasbcn 2018
1) Increasing competition
=> Inventory price inflation
cpc +136% yoy
CPM +171% yoy
- 7. Mobile UA Channels- applause.io © @thomasbcn 2018
Double digit yearly inflation
More advertisers
with more $$
Peak user growth
Peak ad load
- 8. Mobile UA Channels- applause.io © @thomasbcn 2018
2) Channel fatigue
“A small number of channels
+ lots of competition
+ little channel innovation
= channel fatigue”
source: B. Balfour
- 9. Mobile UA Channels- applause.io © @thomasbcn 2018
“First it works, and then it doesn’t
Welcome to the Law of Shitty Clickthroughs”
“More scale means less qualified customers.”
“The real solution: discover the next untapped marketing channel”
source: A. Chen
- 10. Mobile UA Channels- applause.io © @thomasbcn 2018
Channel saturation : read more
B. Balfour / C. Winters / S. Clowe
Growth is never done
Why retention is getting harder
How to fight back against ad fatigue
Andrew Chen
The law of shitty clickthrough
Startups are cheaper to build, but more expensive to grow
Growth is getting hard from intensive competition, consolidation, and saturation
- 11. Mobile UA Channels- applause.io © @thomasbcn 2018
3) Dependency
Nothing last forever. Much less in mobile
Diversify your UA mix to manage risks
An anecdote…
- 18. Mobile UA Channels- applause.io © @thomasbcn 2018
Facebook, reloaded!
ad load peak is
coming there too…
- 19. Mobile UA Channels- applause.io © @thomasbcn 2018
What’s next?
"As far as advertising is concerned,
we're definitely getting WhatsApp more open“,
D. Marcus, VP messaging, F8 2018
- 23. Mobile UA Channels- applause.io © @thomasbcn 2018
-31% CPL for Clover
-34% CPL for Vivint Smart Home
-50% CPA for Techstyle
-50% CPA for Circle Pay
+13% conversion for Acorns
+40% ROAS for Penny Hoarder
Source: Snapchat
Not only US millennials:
2/3 of audience is outside the US. 1/3 in Europe
2/5 over 25y.o. (FR, UK)
Many not reachable on other social networks Competitive results
- 28. Mobile UA Channels- applause.io © @thomasbcn 2018
Actalikes / Interests/ Keywords
Access search volume, seasonal trends & audience insights
- 39. Mobile UA Channels- applause.io © @thomasbcn 2018
Paid content marketing
Scalable, underrated channel
Access to premium publishers on m.web
Different audience, different funnel
Market leaders
Alternatives
- 40. Mobile UA Channels- applause.io © @thomasbcn 2018
A leading channel for Blinkist, Babbel, 8fit… + gaming
Kudos to @sandrashuangwu!
- 41. Mobile UA Channels- applause.io © @thomasbcn 2018
Tactical advice
User journey:
Direct to store: games, remarketing, smart cookies.
All others: add an intermediary landing page.
Publishers: endless stream, many premium but a few
“bad” ones can kill your campaigns. Blacklist recklessly!
Track publisher ID down funnel.
CTR & cpc are misleading
Iterate on creatives - image+copy. Now with videos
& landing page UX
Adjust bids progressively
- 44. Mobile UA Channels- applause.io © @thomasbcn 2018
Alternative channels
Influencers/Podcasts
TV
“Out of home”
Web/SEO/PR
- 45. Mobile UA Channels- applause.io © @thomasbcn 2018
First mover risks & reward
Untapped inventory
Dream CPM
Amazing funnel metrics
Uncertain outcome
Lack of resources
Instable interfaces
No API, poor doc
Scalability?
Diseconomies of scale
…
- 46. Mobile UA Channels- applause.io © @thomasbcn 2018
For each channel, consider…
Target audience profile, new users, remarketing, LAT
Targeting options audiences, interests, keywords, publishers
User journey/funnel direct to store, mobile web
Creatives!! format, message, consistency
Attribution window, % untracked, incrementality
Brand value awareness vs last click
- 47. Mobile UA Channels- applause.io © @thomasbcn 2018
Closing note…
All paid marketing is addictive.
How much can you grow “organically”?