Key learnings: -New trends and data points around customer behaviour from 2020 -Channels that will continue to deliver on ROI for marketers across the digital world -Leveraging marketing automation and fraud protection solutions for your user acquisition -Anticipated changes in customer behaviour and planning better for 2021

2. In this 3-day Growth Series
Masterclass, you’ll learn:
● The Marketing Mix model: maximizing growth marketing channels vs. optimizing budget
● How to increase your app’s visibility and boost organic downloads
● How to drive analytics to improve engagement and fuel monetization
Top growth professionals will address the challenges they’re overcoming and
the strategies they’re using to succeed.

3. Ender Özcan
Regional VP Growth EMEA & INSEA
adjust
Manan Bajoria
AVP of Growth & Marketing
ixigo

4. Day 1
Winning Strategies
for Mobile App Marketing:
Lessons from 2020 for 2021
Customer
Acquisition
● Why ASO should be part of your
mobile marketing strategy
● Channels that will continue to
deliver on ROI for marketers acros
the digital world
● Leveraging marketing automation
and fraud protection solutions
for your user acquisition
● Anticipated changes in customer
behaviour and planning better for 2021
Key Learnings:

5. Winning Strategies for
Mobile App Marketing:
Lessons from 2020 for 2021
BERLIN • BEIJING • BENGALURU • ISTANBUL • LONDON • MEXICO CITY • MOSCOW • NEW YORK
PARIS • SAN FRANCISCO • SAO PAULO • SEOUL • SHANGHAI • SINGAPORE • TEL AVIV • TOKYO

6. What we’ll cover:
● The pandemic’s impact on
mobile
● Customer behavior trends
from 2020 that’ll carry into
2021
● Tips on how to grow your app
and deliver on ROI

7. Mobile Adoption Boomed in 2020
— Advancing 2-3 Years in 12 Months
● Consumers migrated more of their physical needs onto
mobile, spending $143 billion worldwide at 20%
growth YoY
● The average adult in India spent approx 4.6 hours in
mobile apps per day in 2020
● And not just Gen Z, Millennials and Baby Boomers also
spent more time in mobile, 16%, 18% and 30% more,
respectively

8. Pandemic-driven
mobile consumption
● Verticals that got a big bump:
➔ Social networks
➔ Streaming video
➔ Gaming
➔ Health & fitness, business,
shopping, education, food
delivery, and news

9. Social Networking Apps
Source: App Annie

10. Video Streaming Apps
Source: App Annie

11. Video Streaming Apps
Source: App Annie

12. Business Apps
Source: App Annie

13. Video streaming surged
● Paid subscription services (SVoD)
increased to about 100-125 million

14. Video streaming surged
● Paid subscription services (SVoD)
increased to about 100-125 million
● YouTube (43%), Hotstar (16%), Netflix
(14%), Amazon Prime Video (7%) and
Facebook (5%) accounted for a
combined 85% share of total revenues
in 2020

15. Video streaming surged
● Paid subscription services (SVoD)
increased to about 100-125 million
● YouTube (43%), Hotstar (16%), Netflix
(14%), Amazon Prime Video (7%) and
Facebook (5%) accounted for a
combined 85% share of total revenues
in 2020
● OTT content investment in India touched
$700 million in 2020

16. What about advertisers
and publishers?

17. rise in users > ad revenue

18. ● Publisher revenues have been shifting
away from in-app advertising and toward
purchases (IAPs)
Diversification of
monetization models

19. ● Publisher revenues have been shifting
away from in-app advertising and toward
purchases (IAPs)
● Consumers are more apt to sign up for
subscriptions and accept hybrid models
of monetization
Diversification of
monetization models

20. Looking ahead at 2021

21. Video Streaming

22. $30.4B
Mobile is the future of TV: the revenue in the video streaming
segment expected to grow to $30.4 billion by 2024.

23. India’s online video market
will touch $4 billion by 2025,
with subscription services
contributing more than $1.5
billion while advertising
accounting for $2.5 billion.
$4
Billion

24. 1h30
Across the world, viewers are
spending well over an hour/day
on their phone watching OTT
streaming content.
Mobile viewers
are staying
longer than
you think

25. Who’s streaming?
Recent research conducted by
Adjust showed that younger
consumers lead the pack in
mobile streaming — with Gen Z
and Millennials most likely to pay
for streaming and on-demand
entertainment services than any
other generation.

26. SUBSCRIPTION APPS

27. over
91%
Subscriptions drive
consumer spend
of consumer spend* comes from
apps offering subscription
Despite the comparatively small
number of apps offering subscription,
reports show that these account for
the majority of consumer spend.*
*(in top non-gaming apps)
● In the Apple App Store, 97%
of consumer spend was driven
by subscriptions.
● In the Google Play Store,
subscription-based revenue
came in at 91%.
Source: App Annie

28. Brands across different verticals
are exploring the subscription revenue model
Educational
Business
Games Utilities Entertainment
Travel
Social
Health Publications
Lifestyle

29. 2021
2020
Planning better for 2021

30. More time spent on mobile =
More apps =
More competition

31. 1) User Acquisition
● Lean into paid marketing

32. 1) User Acquisition
● Lean into paid marketing
● Diversify network partners and
explore new channels

33. 1) User Acquisition
● Lean into paid marketing
● Diversify network partners and
explore new channels
● Experiment with OTT advertising
(if you’re in a relevant vertical)
➔ in-app/endemic OTT inventory

34. ● Fill in the gaps of your users’
journey
● Retention is the new growth
➔ Focus on retargeting and
re-engagement
2) User LTV

35. Answer questions with your data
What do my users
do in my app?
Which users should I
retarget?
Which of my users spend?
What causes them to spend?
Which of my dormant
users uninstalled?

36. Track & Optimize the Entire User Lifecycle

37. Subscription events
Payment Payment Payment Cancellation
Payment issue
Install Subscription Match Uninstall Install New Match Uninstall

38. The timelines don’t have explicit
overlaps
Payment Payment Payment Cancellation
Payment issue
Install Subscription Match Uninstall Install New Match Uninstall

39. A holistic overview clears
the path for optimization & engagement
Payment Payment Payment Cancellation
Payment issue
Install Subscription Match Uninstall Install New Match Uninstall
First
conversion
(Re)Activation Renewal
Entered
billing retry
Renewal from
billing retry
Cancellation

40. Deep Link to Keep Users Engaged
Create seamless ad-to-app experiences

41. Use your Data to
Personalize your Message
Curate, target, test, iterate

42. Trust your data
● Limited data means inaccurate
targeting
● Never pay for the same user twice
● Attribution is not a one-size-fits-all
solution
● Customize all your attribution
settings according to your KPIs

43. 1
1
Tricks to optimization
Listen first, speak second: Analyze
your user base to uncover user
behavior patterns and preferences.
2
2
Quantity and quality go hand in hand:
Invest in acquiring valuable users to
increase your ROI sustainably.
3
3
Double down on what’s working: To
reduce churn, reinvest in channels that
are bringing in loyal users.

44. Optimize budget allocation by
calculating user LTV
Increase customer loyalty and retention
by identifying users for engagement
campaigns
Find new areas of opportunity
thanks to no more siloed data

45. Automate to make
space for creativity
Work smarter, drive better results

46. 19
campaigns
Marketers handle an average of 19 campaigns across approximately
14 different networks, highlighting the scale and complexity behind
current marketing campaigns.
14
networks

47. 80%
80% of marketers surveyed said their company was planning to
increase its marketing or advertising automation budget in 2020

48. Scale fast with
Automation
● Manage campaign bids and
budgets
● Analyze all your cost data in
one place
● Automatically optimize
campaigns that meet your
performance criteria

49. Protect your budget

50. Distribution of Fraud Types

51. Distribution of Fraud Types

52. Fraudulent activity in Gaming

53. Data security is top of mind,
and it’s only getting stronger

54. Ender Özcan
Regional VP Growth EMEA & INSEA
ender@adjust.com
ADJUST HQ
Saarbrücker Str. 37a
10405 Berlin
Germany

55. IOS 14

56. iOS 14 - 2 New Frameworks

57. How to obtain user consent
Brands can use a pre-permission prompt to request consent prior to
triggering the iOS pop-up. This prompt is entirely yours, so you can
customize, design and word it to best fit your app.

58. How to do it right
Cue the action: Clearly tell your
users that they should give
consent.
Enhance the power of the cue:
Clearly communicate where to
give consent.
Remove distractions: Get rid of
possible distractions on the app
screen.

59. Winning Strategies for
Mobile App User Acquisition

60. Nice to meet you
Manan Bajoria
AVP of Growth & Marketing

61. 2020 - A Rollercoaster Ride!
● MAUs & Installs back to pre-covid levels
● Increased focus on User Engagement during lockdown - COVID19 Tracker, Quiz
● Tie up with other brands for services on our app - Mobikwik, Udemy, 1mg etc.
● Scaled up Paid UA on initial signs of travel recovery
MAUs Installs

62. 2020 - A Rollercoaster Ride!
● Bookings & Revenue crossed pre-covid levels
● Free cancellation on Flights & Trains with ixigo assured
Bookings Revenue

63. User Acquisition - Organic
● Use Store Listing Experiments extensively to
optimize your Play Store Install Conversion %
● Monitor rankings for relevant keywords closely &
optimize accordingly
● Find upcoming keywords & add them to your
play store listing
● Use Google in-app review API to collect reviews
& ratings - We saw 2x Jump in ratings
● Upload your app on other app stores like Mi,
Huawei etc.

64. User Acquisition - Basics
● Double check all your pixels & events fired from MMP/FB/Firebase SDK
● Check discrepancy in Installs & Events (Google/FB vs MMP)
● Ensure attribution settings in MMP & Google/FB match
● Send Order ID in Revenue Events to avoid duplication
● Monitor CAC LTV cohorts for each channel & scale up accordingly

65. User Acquisition - Google App Campaigns
● Give App campaigns enough bid, budget & time to learn. They tend to be erratic initially
● Start with CPI & then transition to CPA
● Experiment with Multiple Ad Groups in App Campaigns
● Leverage Youtube Video Inventory - Experiment with both Bumper & 10-15s videos
● Use Discovery Feed Compliant Images - < 20% Text
● Avoid Frequent Changes
Score Text Criteria Image Criteria Video Criteria

66. User Acquisition - Google & Firebase
Firebase
Implementation
Migrate to Firebase
I.e. Implement
GA4F SDK
Run App Campaigns
Using Purchase
Conversions
Use tROAS bidding
on Apps Leveraging
Firebase
Leverage deferred
deep-linking to drive
better performance
Fuel App Campaigns with
Predicted Signals for
Improved Conversion Rate
Optimize on
Purchase Events
tROAS
Bidding
Deferred
Deep Linking
Firebase
Predictions

67. User Acquisition - Facebook/Instagram
● Experiment with all ad formats - Static, Carousel, Insta Stories etc.
● Try quirky videos which are thumb stoppers & grab attention - 25% Lower CPI vs Image Ads
● Campaign Budget Optimisation is a hit & miss. Try if it works for you.
● Try running FB & Insta inventory in separate adsets. It might give better results.
● Keep a check on Adset Delivery Insights especially Auction Competition, Audience
Saturation & Auction Overlap
● If facing scale issues try duplicating the campaign & give it extra budget.
● If you see lower performance over time for FB campaign, just pause it & run a duplicate
new campaign.

68. User Acquisition - Facebook Incrementality

69. User Acquisition - Facebook Incrementality

70. App Fraud - The Problem
“With losses estimated at $3.2 Billion in
2020, the value of mobile advertising is
threatened by the expanding &
evolving nature of ad fraud”

71. Types of Ad Fraud
Sub-Publisher A Click Unrelated
Install
Sub-Publisher A Is
Attributed

72. Types of Ad Fraud
1.AAd Click 2. Download Start 3. Malware Detects Install,
Sends Click Report
4. First Launch
Install Hijacking

73. Types of Ad Fraud
Device Farms &
Device Reset Fraud
1.AClick an Ad
3. Reset Device ID
2. Download and
Engage with App

74. Types of Ad Fraud
1.ASimulatedAd Click
2. Simulated First-Launch
Report
3. Simulated In-App Event
Reports
Bots

75. How do you fight it?
● Analyze Raw Data yourself & figure out Fraud post attribution
● Use Tools like mFilterit to analyse Fraud post attribution
● Fight with Affiliates for Correcting Payout
● Use Fraud Prevention Module of Attribution Partner
● No Attribution for Fraud Installs
Reactive
Proactive

76. Find Average CTIT of your app
● Set your Attribution Platform to block installs with low CTIT
● Run Affiliate Campaigns on CPA instead of CPI

77. Raw Data Analysis
● Almost 20% Hijacked Installs with Time Difference < 30 mins between Affiliate & Google/FB Click
● Ask Affiliates to block such Fraud Publishers(Site IDs) regularly.
Attributed Touch
Time
Install
Time
1st Diff
Touch(S)
Site
ID
Contributor 1
Media Source
Contributor 1
Touch Time
15/08/20 23:58 15/08/20 23:59 16 0wYiyZjgWUmu_0oqGyogAVo0uP76 googleadwords_int 15/08/20 23:57
15/08/20 23:55 15/08/20 23:58 50 0ZbiyZmO9w8Vz_0oPfVogAVo0uz7d googleadwords_int 15/08/20 23:54
15/08/20 23:56 15/08/20 23:57 61 0U8O1ZYS93d_0ZDly3qGDImaQI8A facebook 15/08/20 23:55
15/08/20 23:56 15/08/20 23:56 12 0wYiyZjgWUmu_0oqGyogAVo0uP76 facebook 15/08/20 23:55
15/08/20 23:35 15/08/20 23:55 68 0U8O1ZYS93d_0cs6m7LJQtgNWIP6 googleadwords_int 15/08/20 23:34
14/08/20 23:29 15/08/20 23:51 93 0ZbiyZmO9w8Vz_0oPfVogAVo0uz7d googleadwords_int 14/08/20 23:28
15/08/20 23:48 15/08/20 23:48 25 0wYiyZjgWUmu_0oqGyogAVo0uP76 googleadwords_int 15/08/20 23:47
15/08/20 23:46 15/08/20 23:47 13 0wYiyZjgWUmu_0oqGyogAVo0uP76 facebook 15/08/20 23:46

78. User Acquisition - Facebook/Instagram
● Run Onboarding Journeys using Marketing Automation tools like Clevertap
○ Install to Sign-up
○ Sign-up to Book
● Run Funnel Drop-off / Retargeting campaigns via Push, Email, SMS/Whatsapp, In-app to
increase conversion
● Test Incremental Conversions & ROI of each campaign (Push, Email, SMS etc.) via Control Groups
● Monitor App Uninstalls after Mobile Pushes & limit no. of pushes accordingly
● Use Push Amplification & Push via Mi, Huawei SDK to ensure higher Push Delivery %
● Personalize your communication as much as possible.
● Always run On the Fly A/B test on Push Copies & Email Subject Lines

79. User Acquisition - Facebook/Instagram
● Run Uninstall Mail Surveys to find top reasons for App Uninstall
● Have automated campaigns running for Churn prevention & Re-activation
● Use RFM (Recency, Frequency & Monetary) Segmentation to target users with personalized offers
● Monitor your app Crashes & ANRs closely
● Read Play/App Store reviews to find user issues & get them fixed

80. Questions & Answers

81. Thank you!
marketing@clevertap.com