Use Measurement and Data for App Marketing Success
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Adjust and Yahoo joined forces to help you better understand what drives the greatest opportunity for successful app marketing.
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Use Measurement and Data for App Marketing Success
- 1. COPYRIGHT©YAHOO2017 PRESENTED BY USE DATA AND MEASUREMENT FOR APP MARKETING SUCCESS COPYRIGHT©YAHOO2017 1 FEATURING
- 2. COPYRIGHT©YAHOO2017 TODAY’S SPEAKERS Leland Pricket Sr. Manager, Performance Strategy Yahoo Katie Hutcherson Director of Product Adjust COPYRIGHT©YAHOO2017 2
- 3. COPYRIGHT©YAHOO2017 AGENDA COPYRIGHT©YAHOO2017 3 • Using Measurement Successfully • How to Best Use Adjust for Your Yahoo Gemini Campaigns • App Marketing Best Practices Yahoo and Adjust help you drive greater app install success
- 5. COPYRIGHT©YAHOO2017 5 COPYRIGHT©YAHOO2017 #1 iOS Attribution SDK* 22,000+ Integrated SDKs 150+ Employees 100+ Billion Data points tracked monthly 900+ Integrated Partners 2 Petabytes Monthly Traffic
- 6. COPYRIGHT©YAHOO2017 6 COPYRIGHT©YAHOO2017 MOBILE MEASUREMENT • Data transparency is key • Fragmented space / Many tools to complete one task
- 7. COPYRIGHT©YAHOO2017 7 COPYRIGHT©YAHOO2017 MOBILE MEASUREMENT 2.0 • Hourly Data: Measure your user’s activity down to the hour in whichever timezone you choose • True ROI: Track your CPM, CPC, and CPI campaigns within Adjust • Audience Builder: Develop groups of users to run highly targeted campaigns, while only sharing the data you choose
- 8. COPYRIGHT©YAHOO2017 8 COPYRIGHT©YAHOO2017 HOURLY TIMEZONE REPORTING • Burst campaigns can be highly misleading without hour granularity • When running global campaigns it’s crucial to be able to reflect reporting in local timezones
- 9. COPYRIGHT©YAHOO2017 9 COPYRIGHT©YAHOO2017 REAL ROI • How can you truly optimize without factoring in cost? • Cohorted cost data for trust LTV
- 10. COPYRIGHT©YAHOO2017 10 COPYRIGHT©YAHOO2017 AUDIENCE BUILDER Pull all users who have yet to Login, and share this list of advertising IDs via a simple link with any network you choose to make this cohort actually create an account. Or, send your users push notifications via our list of push tokens to get them to create an account directly.
- 13. COPYRIGHT©YAHOO2017 13 COPYRIGHT©YAHOO2017 SELECT THE DATA THAT MATTERS
- 15. COPYRIGHT©YAHOO2017 15 COPYRIGHT©YAHOO2017 EASILY MEASURE RESULTS Transparency & Control Leverage the Partner of Your Choice for App Data See which publisher drives the most installs and post-install ROI
- 16. COPYRIGHT©YAHOO2017 Viewability Use unbiased, third-party measurement partners 16 COPYRIGHT©YAHOO2017 OPEN MEASUREMENT Audience Measurement App Measurement
- 17. COPYRIGHT©YAHOO2017 Brand Impact Use unbiased, third-party measurement partners 17 COPYRIGHT©YAHOO2017 OPEN MEASUREMENT Behavioral Impact Offline Sales and Foot Traffic
- 18. COPYRIGHT©YAHOO2017 HOW TO BEST USE ADJUST + GEMINI COPYRIGHT©YAHOO2017 18
- 19. COPYRIGHT©YAHOO2017 Yahoo Gemini gives you access to more data insights and signals. 19 COPYRIGHT©YAHOO2017 TAKE ADVANTAGE OF TARGETING • Website actions • Mobile device IDs • Email list • In-app actions YOUR DATA • Custom Prospect Segments 3rd PARTY DATA • Search • Content • Social • Mail • Apps YAHOO DATA
- 20. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 20 Always recommend using server-to-server to avoid tracking issues and reduce campaign management overhead. Gemini sends a lot of data to Adjust for reporting, like Campaign, Ad ID, Hashed Site ID, IP Address. TRACKING INSTALLS
- 21. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 21 Create event tracking in Adjust and connect those events with goal values in Gemini. For example: • Subscriptions for media • Purchases for retail • In-app purchases for games TRACKING IN-APP EVENTS
- 22. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 22 APP RE-ENGAGEMENT Drive more in-app conversion events for advertiser's current users. Leveraging the data from Adjust, we can retarget users who have the app installed but haven’t taken a specific action. S2S Required, use Universal Link only. POST INSTALL OPTIMIZATION Taking retargeting one step further, you can optimize your campaigns to specific, important in-app events. PILOT PROGRAMS
- 24. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 24 Promote one app per account. APP MARKETING BEST PRACTICES
- 25. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 25 Start with 2 to 3 ads (no more than 10) per ad group. Refresh creative (ad copy and images) every 2 to 3 weeks. APP MARKETING BEST PRACTICES
- 26. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 26 Keep it open - let conversion optimizer do the work for you. Give the algorithm time to learn, collect data. APP MARKETING BEST PRACTICES
- 27. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 27 Promote both iOS and Android. APP MARKETING BEST PRACTICES
- 28. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 28 Don’t rely solely on static campaigns. Take advantage of higher engagement with video campaigns. APP MARKETING BEST PRACTICES
- 29. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 29 Tier your CPI goals by benchmarks, for example: • Static vs. Video • iOS vs. Android • Geo 1 vs. Geo 2 APP MARKETING BEST PRACTICES
- 30. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 30 Localize creative per geo/language. APP MARKETING BEST PRACTICES
- 31. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 31 Set up your in-app events to measure your post-install performance; give it values – CPA. APP MARKETING BEST PRACTICES
- 32. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 32 Leverage app re-engagement. APP MARKETING BEST PRACTICES
- 33. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 33 Leverage app post-install optimization. APP MARKETING BEST PRACTICES
- 34. COPYRIGHT©YAHOO2017 Q&A COPYRIGHT©YAHOO2017 34 For more info, visit: Advertising.yahoo.com Adjust.com
Notes de l'éditeur
- Track performance in Yahoo Gemini self serve User Interface Install Install/ Impression Rate Install/ Click Rate Average CPC Track performance with the partner of your choice Adjust Kochava AppsFlyer F.O.X Tune
- At Yahoo, we believe that measurement should be scalable, open and actionable. We have partnered with leading measurement providers to help give you a clear picture of the results your campaigns are delivering and potential opportunities to explore. In addition to standard measurement solutions available across all of our products to understand online behavior, brand impact (with Milsward Brown) and offline sales (With Acxiom, Epsilon, Experian, Datalogix, Nielsen Catalina Solutions) - we offer solutions specifically for app marketers: Viewability Verification for Native Video: App marketers and agencies can verify that their ads were viewed through unbiased, third-party viewability measurement through companies like IAS (Integral Ad Science) and MOAT. Yahoo is one of the first to offer these solutions. 3rd party tracking pixels can be applied. Available across desktop with growing availability on mobile Guaranteed Viewability: Through Gemini, advertisers can work with our accredited 3rd party viewability vendors to guaranteed a minimum threshold of delivered impressions will be viewable for greater peace of mind.
- At Yahoo, we believe that measurement should be scalable, open and actionable. We have partnered with leading measurement providers to help give you a clear picture of the results your campaigns are delivering and potential opportunities to explore. In addition to standard measurement solutions available across all of our products to understand online behavior, brand impact (with Milsward Brown) and offline sales (With Acxiom, Epsilon, Experian, Datalogix, Nielsen Catalina Solutions) - we offer solutions specifically for app marketers: Viewability Verification for Native Video: App marketers and agencies can verify that their ads were viewed through unbiased, third-party viewability measurement through companies like IAS (Integral Ad Science) and MOAT. Yahoo is one of the first to offer these solutions. 3rd party tracking pixels can be applied. Available across desktop with growing availability on mobile Guaranteed Viewability: Through Gemini, advertisers can work with our accredited 3rd party viewability vendors to guaranteed a minimum threshold of delivered impressions will be viewable for greater peace of mind.
- Yahoo Gemini, translates Yahoo’s expansive data into intent signals, and then maps them with a marketer’s objectives [know my brand/view my site to enable intent driven advertising. Marketers can leverage the power of intent driven advertising reach an audience (across Yahoo’s engaging content and beyond) that is more likely to engage with their message. Ads in Yahoo Gemini are automatically served to users that are more likely to be interested, but we also offer the flexibility to further refine this audience using additional Yahoo data, your own data, or third party data. Yahoo Data: use our understanding of our users to target your audience by demographic, geo and interest data; We can also put our technology to work to implement frequency capping, or to optimize toward cost per acquisition(ocpc, ocpv) Your data: use your own first party data to find and target users with native ads based on website actions, mobile device IDs, email list or in app action. Use audience expansion through lookalike modeling. 3rd party data: custom segments
- Reiterate/emphasize on the install performance by hashed site id as a value prop for open measurement and transparency
- See your AD.
- You don't have to create separate campaign by country- you can combine them all together. That said, the breakout by campaign will likely be by language because there's only 1 language targeting per campaign (e.g. Spanish language targeting + multiple geo-countries vs. English language targeting + multiple geo-countries).
- Native video ads use sight, sound and motion to capture the attention of your customers. This engaging ad format blends seamlessly into the environment and display among content that’s relevant to the user. Note: Start Rate of 104% is possible because the same impression can have multiple starts. Yahoo’s native video ads feature: Flexible pricing dependant on your marketing objectives For CPV ads, you pay after 3s of view Reach across mobile and desktop inventory- with bid by supply levers in place to control traffic quality. Autoplay and expanded view (whenever possible e.g. mobile settings). Expose users to longer, high quality video content instantly. Audio, which is defaulted to off; the user clicks the video to turn on audio – to ensure a positive user experience. Unlimited video length- making native video a great distribution channel for any content marketing Now advertisers and agencies can verify that their ads were viewed by an unbiased, MRC accredited company MOAT. Yahoo is one of the first to offer a solution. Available on desktop and growing mobile inventory Headline and call to action button, which are clickable to advertiser site unlike pre-roll, as well as call to action buttons prominent on the end card Advertisers are seeing tremendous success engaging with native video - like Jeep – who can not only attest to the branding impact of their Gemini native video campaign, but they also reported 50% higher completed views and 60% lower cpcv than industry average.