Jampp is the leading advertising solution for the monetization of virtual currency on social networks and mobile apps in Brasil and Latin America. The CEO of Jampp, Diego Meller speaks the 10 commandments of app marketing, driving downloads efficiently, managing a variety of marketing channels and what are the biggest pitfalls to watch out for.

1. The 10 9 8 commandments
of App Promotion
by Diego Meller
November 2013

4. Ultimate algorithm to decide if
you need app promotion.

5. Start
No
Is your
No
app Instagram,
Snapchat, Angry Birds,
Talking Tom,
QuizUp?
Yes
Are you
best friends with
Oprah or
equivalent?
No
No
Are you a
your app
with a few dozen
Jedi or can do
people that are not
actual magic?
related to
you?
Yes
Yes
Yes
Go back to
Good…
Tested
start, don’t
collect
No
They love it?
$200
Yes
Stop showing off and go enjoy
the outdoors or something.
You need app promotion
now!

6. App promotion is chaotic

7. 2 million apps to compete with....

8. ~ Facebook + Google
Web
+150 Ad Networks
Mobile
No single source with critical mass

9. Tracking is complex
Blind Marketing Spend

10. So…
now the
commandments

11. 1. Thou app shalt not suck

13. 1. Thou app shalt not suck
Everything that comes after useless otherwise
Solve a problem, improve on another app.
Don’t invent new UX, just copy what works.
Viral and social built into the app.
Test it before spending money!

14. 2. App Store Optimised

15. 2. App Store Optimised
Describe it properly, make it match marketing
Use the right keywords in title and description
Keep an eye on reviews
Screenshots are important, what most see

16. http://37signals.com/svn/posts/3553designing-app-store-screenshots

17. 3. Measure properly

18. 3. Measure properly
In-app tracking ≠ Marketing Attribution
Use MAT, AdEven, Ad-x, Appsflyer
Don’t use “others”
Track post install events
Look at the install and events funnel

19. 4. Set an objective

20. 4. Set an objective
Market Share? Category Leader?
1,000,000 users? $ 1,000,000 in revenues?
Viral traction / “x” K factor?
To be in the “top of the rankings”
is NOT an objective

21. 5. Only spend CPI or CPA

22. 5. Spend only CPI/CPA
Focus on building a kick ass app
A lot of companies focusing on optimising
If you are measuring post-install, CPI ideal
You eliminate acquisition funnel risk
Impression -> Click -> Install -> Event

23. 6. A gazillion creatives

24. 6. A gazillion creatives
Creatives are the key to optimization.
It’s the user’s first contact with the app.
The more, the merrier. +10 per format, +25%
Check http://getjampp.tumblr.com for a guide

25. 7. Know what you are buying

26. How much for
1kg of Android
Installs?

27. What determines CPI?
OS/Platform (iOS, Android, etc.)
Incentivized or Non incentivized?
Size of the app
Daily volume objective
Country / Other targeting

28. Where to buy
CPI Pricing? High Volume
DSPs/Agreggators
RTB Exchanges
Ad Networks
Affiliate Networks
Facebook
Large Publishers
Incent Networks
Cross Promotion
Expert level
Targetting
Transparency
Quality

29. 8. Start small!

30. 8. Start small!
Start with a small test budget, small countries
Analyze results, improve the app/creatives
Take a “lean” approach

31. So… the 8 commandments
1.
2.
3.
4.
5.
6.
7.
8.
Thou app shalt not suck
App Store Optimisation
Measure the right things
Set an objective
Only spend CPI/CPA
A gazillion creatives
Know what you are buying
Start small

32. Technology applied to mobile app marketing
We manage your entire app promotion
by planning, executing, tracking and
optimising your mobile advertising
across +100 ad networks, RTB
Exchanges and large publishers.
App Installs
Buenos Aires, Rio and London
In-house developed Technology
20 People Team
Re-Targeting
Programmatic Buying
+5B Impressions Monthly Worldwide
+500,000

33. Hasta luego!
@jampp
@diemel
diego@jampp.com