1. APP MARKETING INSIGHTS
SOLVING THE APP DISTRIBUTION PROBLEM
APP PROMOTION SUMMIT
LONDON
SUMMARY REPORT
SEPTEMBER 2013

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1 Introduction ...........................................................................................................................3
2 The App Promotion Summit Manifesto ........................................................................4
3 App Promotion Summit Top Five Themes:..................................................................5
4 App Promotion Summit in Quotes..................................................................................6
5 App Promotion Summit in Pictures ...............................................................................8
6 app promotion summit interviews ............................................................................. 17
7 Conclusions and Next Steps ........................................................................................... 33

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1 Introduction
Theinaugural App Promotion Summit,took place in London on July 11. The event was dedicated to
covering all aspects of mobile app marketing from Appstore Optimization to Media Buying and App
Discovery. Over 170 delegates attended in order to hear presentations from some of the world‟s
leading mobile app marketing experts.
The event was organised by mobyaffiliates.com and All Amber
This summary report provides an overview of some of the key headlines from the day, based on the
presentations given and interviews with the speakers.
You can keep up to date with App Promotion Summit on our website
http://apppromotionsummit.com or by following us on twitter @apppromotion
You can also contact the App Promotion Summit team at hello@appromotionsummit.com

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2 The App Promotion Summit Manifesto
There are now 780k active apps in the Apple Appstore and at least 620k in Google Play. So getting
noticed is harder than ever and distribution is the biggest challenge facing the mobile app
industry:
“Distribution is much harder on mobile than web … You need to master the „download app, use
app, keep using app, put it on your home screen‟ flow and that is a hard one to master”
Fred Wilson, Union Square Ventures
“Why we‟re pivoting from mobile first to web first…. At best, we retain 5% of users through the
entire onboarding process I believe this is the primary reason that mobile is failing”
VibhuNorby, Origami Labs
For those that succeed the rewards are enormous as a growing mobile user base results in higher
appstore placements and virtuous circle of user acquisition. However, breaking through requires
mastering one or more of a range of channels including:
● Mobile Advertising and Media Buying
● Appstore Optimization (ASO)
● Cross Promotion and Exchanges
● App Reviews, Press and PR
● App Discovery Services
Established online marketing strategies such as SEO are no longer relevant in the mobile app
ecosystem and channels such as paid advertising also require working with completely new traffic
sources and approaches. As a result, a new generation of mobile-native marketing
platforms has emerged to deliver solutions for app distribution.
The App Promotion Summit brings together developers, media companies, app studios and brands
with the mobile ad networks, cross promotion exchanges, platforms and agencies that can help
them succeed in mobile app marketing.
Issues we address
● Appstore SEO - How to do Appstore Optimization
● Beyond the Appstore - App Discovery Services and Cross Promotion
● Mobile Advertising - how to bring down your CPI and deliver high quality users
● Analytics - tracking and managing your metrics
● Engagement – turning downloads into MAUs and DAUs
Together we aim to solve the mobile app distribution problem.

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3 App Promotion Summit Top Five Themes:
This first App Promotion Summit covered a wide range of techniques and tips to help developers
and marketers get the most ROI from their app promotion strategy. But between the practical
advice, experts also discussed a number of broader themes and issues facing app developers who
are trying to grow their business in an increasingly crowded and rapidly evolving market. In this
article we‟ll take a look at five of the key themes that ran through talks at APS.
Downloads vs Engaged Users: If there was one clear narrative coming out APS, into which all
others seemed to flow, it‟s this: Acquiring downloads is a false economy and developers must shift
their mindset toward identifying and acquiring engaged users.
More education: The natural follow-on from the above point is that developers need to be better
educated about the difference between downloads and engaged users. Understanding this
difference can also help developers broaden their horizons and leverage all the different channels
that are fast becoming available, whether it‟s cross promotional platforms, incentivised networks,
or – as Jampp‟s Diego Muller pointed out – tapping emerging markets.
Test and Analyse: In order to get engaged users, speakers at APS were pretty unified in their
message: test various traffic sources, get data and analyse that data. Developers need to understand
how different solutions operate, what traffic sources generate the most return and - in the words of
Fiksu‟s Benjamin Hansz - spend money in order to get valuable data.
Keeping users engaged: While acquiring engaged users was the key theme throughout APS, the
problem of keeping users engaged also dominated many of the talks. Both InfoBip and Ads4Screen
gave talks emphasising the power of messaging and the stats presented by both platforms were
pretty compelling – with Ad4Screen‟s Patrick Mareuil saying Android push notification recipients
were 1.7 times more active than non-recipients and iOS users were 2.2 times more active.
Alternative solutions: Much of APS was focused on paid marketing platforms, but a few talks
concerned alternative approaches. Judging from our conversations with attendees, the most
popular presentation came from Stefan Bielau on AppStore Optimisation (ASO). As Stefan said,
ASO is still somewhat frontier-like. There‟s not a great deal of valuable insight freely available and
Apple and Google do not share much information on how their algorithms work, so it‟s no wonder
attendees listened attentively to what he had to say.

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4 App Promotion Summit in Quotes
Mick Rigby, Yodel Mobile - “Just because a media agency is spending fifty million dollars on
television, doesn‟t mean they know what they‟re doing on mobile. Get a specialist.”
Benjamin Hansz, Fiksu - “You need to commit. You need to commit to spending the money,
gathering the data, and changing the acquisition plan accordingly. You have to spend money to
get the data.”
Paul Muller, Adeven - “You should run away from a developer who wants to put a compiled
SDK in your app. A compiled SDK is a black box. Most of the time they are extremely poorly
made. Run away. If there‟s something wrong within the box then there‟s nothing you can do about
it.”
Cristina Constandanche, Mob Partner - “You have to test several sources of traffic, you
can‟t afford to get only one. You can‟t know how users will behave in the long term.”
Patrick Mareuil, Ads4Screen - “Ninety percent of reactions [with push messaging] occur
fifteen minutes after sending. Seventy five percent of reactions occur five minutes after sending.
Messaging is the world‟s most reactive medium.”
StefenBielau, Bielau Consulting - “App Store Optimisation is not the only tool that helps you
break into the top ten. You always have to combine it with certain media. It doesn‟t sell a shitty
product at the end of the day.”
James Kaye, Dimoso - “The odds are against you. Two percent of the top 250 developers on
iOS are new. So that shows you the dominance of established developers.”
Meaghan Fitzgerald, 23 Snaps - “Getting featured can be a double edged sword for a free
app. If you are featured in the App Store you‟re going to acquire a lot of users who won‟t stick
around.”
Diego Meller, Jampp - “There‟s a shitload of smartphones in Latin America. That‟s a technical
term.”

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OurielOhayon, AppsFire - “Don‟t jump into the pool unless you know there is water in it. Don‟t
just use your brain. Your users will tell you things your numbers won‟t tell you.”
Emmanuel Carraud, Magic Solver - “There is a future for app discovery on iPhone and
Android that is about quality and is editorially driven, with a local touch. The analytics are key.”
Meaghan Fitzgerald, 23 Snaps- “Windows Phone has the entire Microsoft machine behind it.
It‟s a much smaller and less competitive pool, but it‟s generating downloads. This is why we‟re
putting resources behind Window Phone.”
Renate Nyborg, Edelman- “The thing developers can do most wrong with apps is to think of
them as just a piece of technology or software.”
Adrienne Gauldie, App Annie - “App Gratis probably got pulled (from the App Store) because
it was too big. App discovery platforms are never going to be alternatives to app stores. They‟re
more of an alternative to display and search advertising.”
James Kaye, Dimoso - “App marketing is unfortunately an afterthought for many people. It‟s
something people don‟t take seriously enough.”
Chris Hanage, Papaya (Appflood) - “Make sure if you have an advert that it doesn‟t scream
“advert”. Try lots of networks – there are lots out there. Use the ones that work. If they don‟t
work, drop them.”
Kaya Taner, AppLift - “The question is do I find the right users in a particular channel? It‟s not
about getting discovered, but getting discovered by the right users.”
OurielOhayon, AppsFire - “An app is never perfect. If you are happy with the work you‟ve
done then there‟s something wrong. Imperfect products are a part of the game.”

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5 App Promotion Summit in Pictures
July‟s App Promotion Summit saw some amazing talks, great panel Q&As, and insightful round-
table discussions between attendees. So here‟s a few pictures from the day, especially since the
conference hall was packed with a high number of unusually photogenic mobile developers,
marketers and entrepreneurs.
Attendeesget their morning caffeine fix before the day‟s talks begin.
AppLift‟s Thomas Sommer (center) talks mobile game promotion with attendees.

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InfoBip regional manager Ivan Maksic (second from right) networks before his talk on mobile
messaging.
Attendees sample the hospitality of the Jumeira Carlton Tower hotel in Kensington.

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StefenBileau (second from left) before his very well-received talk on App Store Optimisation.
AppLift makes its presence felt in the lobby (must have been hot under that suit).

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The conference hall begins to fill up before the first round of talks.
Mobyaffiliates editor James Cooper kicks things off and introduces the first round of speakers.

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Distimo‟s Richard Pidgeon does a fine job with his opening address, laying out the key challenges
for the mobile app market.
AppsFire‟sOurielOhanyon heads-up a panel Q&A along with AppLift‟s Kaya Taner and Adrienne
Gauldie from App Annie.

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Some of the best insights from the day came from attendees themselves, while dissecting talks
during round-table discussions.
A panel Q&A featuring Surikate‟s Noemi McKee, MobPartner‟s Cristina Constandache, InfoBip‟s
Rube Huljev and Mojiva‟s Nick Marsh.

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Attendees discuss how to get the most ROI on your marketing budget during roundtables.
Papaya‟s Chris Hanage gives a very energetic talk on app cross promotion exchanges.

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Edelman‟s Renate Nyborg gives her thoughts on the future of app discovery.
WIP‟s ThibautRouffineau serves up the Pimms as attendees regale each other with „humorous‟
app marketing stories.

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The day winds down, as the alcohol content winds-up, and attendees move into schmoozing
mode.
Attendees cram in some last minute networking before the day comes to a close.

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6 App Promotion Summit Interviews
6.1APPSFIRE ON THE APP PROMOTION LANDSCAPE
AppsFire founder OurielOhayon can always be counted on for providing strong opinions and a
great deal of insight on the current state of the app industry. We caught up with Ouriel during this
month‟s App Promotion Summit to discuss where developers are going wrong when it comes to app
marketing and what the future landscape may look like.
OurielOhayon, CEO Appsfire
What have been the main takeaways for you from APS 2013?
The market is maturing, it‟s becoming more sophisticated and extremely technical in the sense that
you need to aggregate a large amount of knowledge to become good at marketing. It‟s as much a
science as an art. You need to be very well educated before you jump into the pool. The other
takeaway is that this self-education process is ongoing. There is always new people to meet, new
things to learn, always new players in the industry. It‟s a reminder that you should always be up-to-
date with the information. Sites like mobyaffiliates can help do that and events like APS can help do
that too.
Are developers not educated enough?
No, there is a huge gap between available solutions on the market and the amount of awareness
that those solutions exist. For example the typical behaviour today is: “I need to get as many
downloads as possible.” That is the wrong calculation. The real calculation is “how can I get as
many engaged users as possible.” To solve that problem you need to have a set of modules and
services built in and around your app so you can actually answer that question. The huge majority
of the market is still thinking in pre-historical terms of downloads versus engaged users.
Is that because it’s easier to think in those terms?
Absolutely. It‟s absolutely easier. Today you go to Facebook, or Google, or whatever network and
you buy users. But it doesn‟t mean you are doing it in a very relevant or very smart manner. The
true manner is to think in an ROI orientated way. Am I bringing users that are returning my
investment of money and time? In order to do that it‟s a lot more complex. It requires a lot of

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analytical skills and analytical tools and a lot of negotiation abilities. Even using all those
automated services and real time bidding platforms, it‟s just not enough. You need to have deep
knowledge of the eco-system and avoid all the mistakes. You need to make sure you are learning
and iterating on what you are learning. So it‟s clear that the market is far from being educated
enough.
So will there be some kind of self-balancing in the app market? Once people realise
it’s harder to gain valuable users, will their be less apps being made?
Yeah, in a way it‟s not a bad thing. Who cares if there is a million or ten million apps? What people
care about is that there are good apps. The competition of „who has the biggest app store‟ is not a
war that is interesting to the user. It is a war that is interesting to the platforms. So I think what
users care about is quality apps. If the app store can actually feature stronger curation toward apps
that are high quality and remove all the apps that are never downloaded, then why not? I think it is
a good thing. There is a sort of Darwinism that is taking place. As the market grows there is not
room for everyone to grow at the same speed. The market is evolving, the players are adapting
themselves.
That sounds like a future that will be dominated by bigger companies with the
resources to understand how to acquire engaged users?
I don‟t think it is a question of small or big. I think it is a question of „quality vs poor quality.‟ There
is evidence everyday that independent developers can make it in the app stores – and they don‟t
have the resources of the giants in the market. I think there will always be room for them, at least
most of them. It will be a lot harder for smaller developers – even big developers – to be successful
with apps that are not good quality, or useful, or interesting to users. I think that is going to be the
shift of the next generation of apps. There‟s going to be more good apps and less poor quality apps
and the market forces are going to take care of that.
What else needs to change in terms of app promotion?
I think there is a lot of extremely shoddy behaviour going on in this industry in terms of app
marketing and app promotion. For example, misleading ad units, accidental click throughs,
incentivised deceptive marketing techniques. I think this can only go away if regulation comes into
play. The app stores cannot take care of everything and I think that advertising organisations like
IAB and IMA could do the same thing they did on the web – they are not doing enough. There are
lots of ad networks that are extremely aggressive on getting downloads, rather than creating
healthy growth. This is damaging the market misleading the users and deceiving the advertisers.

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6.2 JAMPP ON ‘GOING GLOBAL’
Jampp is a data-driven mobile app promotion platform focused on Brazil and Latin America.
Headed by co-founder Diego Meller, the company helps developers take advantage of the booming
Latin American smartphone market, driving users acquisition with pay per install campaigns across
Android and iPhone.
Diego Meller, CEO Jampp
During the App Promotion Summit Jampp‟s Diego Meller took to the stage and gave a very lively
talk, discussing the benefits of expanding your horizons and taking your app into Latin America. in
the process he dispelled some of the rather unfair stereotypes about Latin American mobile users
(and reinforced some too), painting a compelling picture of why app developers should seriously
consider looking beyond Europe and the US. Here‟s are the key takeaways from Diego‟s talk:
Latin Americans are using smartphones
Diego says the Latin American market is very misunderstood and there‟s lots of smartphone usage
going on across the continent. To back up his point he walked us through some Map Box
maps showing usage patterns across urban areas.
Balance of growth and penetration
Diego pointed out that mobile broadband penetration is high enough across Latin America to drive
smartphone usage, but low enough to so there‟s a lot of from for growth, creating some fertile
conditions for app developers looking to grow a user base.
Valuable users
When it comes to user the value of users, Latin Americans generally have a higher disposable
income than in other emerging economies such as China and India. Diego said the amount of
money Latin American users spend on apps is the roughly the same as in Western countries, but
the number of users spending is lower. However, this is mitigated by the lower cost of user
acquisiton when it comes to Latin Americans.

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Deeper understanding of users
The cost of iPhones is Brazil, Mexico and other Latin American countries is very high – reaching
over $1,000. Android therefore predominates. This, Diego says, will tell you much more about your
userbase in terms of OS fragmentation.
Localisation? No problem
Latin American smartphone users are culturally much more similar to European and US users –
relative to users in other emerging markets. Diego says the similarities in taste means developers
don‟t need to think about localisation too much beyond the basics.

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6.3 SOUNDCLOUD ON APP STORE SUCCESS
We managed to grab ten minutes with SoundCloud„smobile product marketing manager Andy
Carvell, to find out how a rapidly growing brand such as SoundCloud approaches app promotion
and mobile marketing. Read on for the full Q&A.
Andy Carvell, Mobile product marketing managerSoundcloud
Have there been any ideas at APS that really struck you so far?
I thought the quality of the talks today in general has been very high. But for me what was most
informative and insightful was the first talk, which was all about App Store Optimisation –
optimising for inbound traffic as opposed to paid marketing. I think quite often people conflate
mobile marketing with spending money on advertising, like buying installs. But I think marketing
for mobile is a lot broader than that. It encompasses a lot of other stuff.
ASO sounds a bit like a wild west right now. Are you working on ASO at SoundCloud
and are you worried about investing in ASO, when it may get overhauled in such a
short period?
ASO is definitely something I am currently working on. We can do a better job with our app store
presence and a better job boosting conversions using ASO. Our app store presence is our key
window to the world. It‟s where we display our product. If you have a shop on the high street, things
will change – that‟s just part of merchandising. Of course, ASO is a much more immature science
and there‟s a lot of experimentation required just to see what works. Google and Apple could
change their algorithms at any time, but you just have to try again, that‟s the nature of the space
you‟re working in. It‟s all part of the fun of continuously learning.
Is SoundCloud doing anything with performance ads?
We‟re not doing any performance advertising right now and we‟re pretty happy with the level of
organic growth that we‟re seeing. Of course it could always be higher and probably in the future we
will be layering performance channels on top of that. I think there is still work we can do both in
terms of organic and referral traffic. We do cross promotion from our website to our mobile apps.
For instance, we have app store badges on track pages, profile pages and the main page. So we‟re
doing a lot to cross promote.
And there’s a difference in terms of user-engagement from cross promotion?

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Yeah we see our cross platform users are the most engaged. If they already know SoundCloud and if
they already use SoundCloud on the web then they already understand exactly what SoundCloud is
all about and how to use the app inherently. I think we still have some work to do in onboarding
users who discover us organically – via an app store feature – but don‟t know quite what to expect.
We have more of a challenge there in terms of explaining what SoundCloud is all about and helping
them have a great new user experience. So a lot of our efforts in development right now are to
enhance that „new user‟ experience.
Do you guys have a big relationship with Apple and Google?
Yeah and I would say probably the most important part of my role is to work closely with Google
and Apple. We work to build that relationship and keep them excited about what we have coming
up. We also keep in regular communication with those guys about roadmaps, release plans and
marketing plans and really to treat them as partners. Because they are partners – they are our key
distribution platform.
Any barriers to that relationship, or any difficulties working with them?
It‟s been great actually. When I came into the job, SoundCloud was already fairly established. So it‟s
easier to get talking to Apple or Google when you are a bigger brand that‟s popular. They also like
us and people at Apple and Google use our app too. So it‟s been generally a positive experience.
They‟ve given us time and energy and advised us on best practice, and let us know when occasional
co-marketing opportunities come up.
Any examples?
So, for example, for the five year anniversary of the App Store Apple tweeted a marketing message
about SoundCloud. They were looking for interesting stories or statistics about iOS apps. So we had
a chat and told them there‟s been 150 million users who have accessed SoundCloud through their
iOS devices – including apps and the mobile site. So that was a nice big number. I don‟t think they
do that just for us. They‟re very open to talking to all developers who are interested in having that
conversation.
What’s SoundCloud got coming up in terms of mobile?
In the shorter term we‟re definitely focused on making that new user experience as exciting as
possible and focusing on retaining users for the first one, three and seven days while they‟re new to
the app. Broadly speaking, there‟s going to be some exciting stuff coming up. We‟re always looking
at new platforms. But nothing to announce right now.

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6.4 AD4SCREEN ON APP ENGAGEMENT
Paris-based AD4Screen runs a specialist platform for performance-based mobile marketing
campaigns. The company‟s AdPerf technology lets users track in-app conversions per source and
allows them to optimise budget allocation, while the Ad4Push tool delivers push notifications for
multiple OS and in-app messages. Ad4Screen‟s clients include Orange, Disney and videogame
developer Capcom.
Patrick Mareuil, Co-founderAD4Screen
AD4Screen„s co-founder Patrick Mareuil‟s talk on app engagement was full of practical advice on
using push notifications and alerts to keep your users active. Here are the key points from Mareuil‟s
presentation at App Promotion Summit 2013:
Firstly Patrick points out that engagement and loyalty criteria has a very real impact on your Google
Play rankings (and perhaps on the App Store too). Google Play is influenced by how many installs
and uninstalls your app gets and on the frequency of usage over a 30 day period. Patrick therefore
says if you‟re not trying to engage your users immediately after acquiring then it‟s “suicidal.”
Ad4Screen specialises in push notifications, so it‟s no surprise Patrick sees them as a crucial tool to
increase app loyalty. There‟s some good numbers backing this up. Ad4Screen looked at data
from Price Minister„s app and found Android push notification recipients were 1.7 times more
active than non-recipients, while iOS users were 2.2 times more active. This, Patrick says, has a
huge impact on frequency of use and ultimately on revenues.
According to Ad4Screen‟s research, even if a user has only seen a push notification – and has not
clicked it – there‟s still a 33% increase with in-app purchase rates. If you click the notification then
you‟re four times more likely to purchase.
Patrick also highlights the different types of push notifications. Multicoloured messages are a bit
more flashy and get noticed more. Developers can also use deeplinks to drive users to a more
relevant section of the app (rather than just bringing them to the home page). There‟s also rich
push notifications, which can take users to a unique HTML5 overlay within the app once they click.
In app messages are also an important tool to drive engagement. Patrick says in-app messages,
which can take the appearance of banners or interstitials, are heavily under-used by iOS developers
and can be deployed to help users discover new features inside apps. He says they‟re great for
building relationships and give you the same targeting capacities you have with push messages, so
you can talk to specific segments of your userbase.
Testing and analysing data was a big theme at the App Promotion Summit and this is no different
when it comes to push notifications. Patrick underscored the importance of a/b testing, saying push

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messages are “very reactive”, so you can deploy tests and change messages quickly. Patrick says you
need to get as much data as possible on users and give them the option to choose what kind of
messages they receive. For instance, he gave the example of a French retail app, where users could
choose the type of sales they receive, making sure any offers were relevant to their tastes. This
campaign had response rates of over 10% – double the rate of regular sales pushes.

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6.5 INFOBIP ON LEVERAGING SMS
InfoBip specialises in global mobile messaging marketing, encompassing SMS messaging, push
notifications, number context and m-payment solutions, allowing app developers to reach and
engage millions of users. InfoBip also boasts its own in-house development team, cloud-based
solutions, and partnerships with global mobile operators. The company has over 25 offices
throughout Asia, Africa, Europe and the US.
Ivan Maksic, UK regional manager InfoBip
During the App Promotion Summit,InfoBip‟s UK regional manager Ivan Maksic informed
attendees on the, often overlooked, benefits of messaging solutions for app developers. Here‟s
Maksic‟s key points.
Knowing your audience should be a major concern when it comes to using messaging to drive
engagement, according to Maksic. He says relevancy is incredibly important if you want to avoid
spamming and if you don‟t know your audience then you don‟t know your message.
SMS is an incredibly overlooked, says Maksic, especially since it can deliver such high conversion
rates. According to InfoBip, an SMS with an app download link has an average conversion rate of
between 9% and 13%, which is pretty impressive.
Using a trusted source to deliver messages also generates very high conversion rates, says Maksic.
Text invites from friends can see conversions as high as 40%. Friends can be incentivised to send
personalised texts with rewards. Maksic says these friend recommendations usually work better
than anything else.

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We alsocaught-up with InfoBip‟s head of global partnerships Rube Huljev to talk more on the
benefits of using mobile messaging.
Is it hard to sell the value of SMS to developers? It seems like such an old tech.
Rube Huljev: Developers understand the value and they understand the ROI and the understand
the measurability and the figures that come out of it. Those kind of engagement figures are not
contested by any other channel – they are way higher with SMS. But we need to evangelise SMS is
when we deal with brands and with agencies. They might be looking for some sexy new technology,
which converts in tens of thousands instead of millions. That is the big job we have – evangelisation
of old school tech toward agencies and brands.
Do you have to do similar evangelisation with push notifications?
Push notifications are a completely different topic. We do need to evangelise push notifications to
the developers, because they can get a lot more out of push if they partner with an expert. Of
course, anybody can do push notifications by themselves but the point is that you might be better
off by investing your development power into your own app and niche, rather than into an
additional feature like push. So it‟s better to leave this to third party companies that do push
notifications well and who can put a lot of resources into it. Plus, in the end, it‟s really cheap. Any
marketing person can do a very effective campaign, instead of focusing on the tech.
How big a problem is spam and how to you avoid it?
Too much spam is an issue. But the final choice should be left to the user. In the ideal case every
user should be able to set the frequency of the message and the type of events that trigger it. If the
message is informative and very personal, it‟s not spam. If you let the user make their own choices
then they feel OK.
Do you see a lot of devs getting this wrong?
When we start working with developers we try to educate them on doing it right. But we‟ve seen a
lot of external companies who get it very wrong and there are certain networks, who do not target at
all. Mainly networks are the ones getting messaging wrong.
What about new messaging platforms like WhatsApp? How will they fit in? Are they a
threat?
Definitely not. That is a a threat to the mobile operators, because they are losing the so called
person-to-person traffic. These new messaging platform will, in the end, eventually become a
partner of ours and another channel to place those messages. Those particular apps, like
WhatsApp, they know a lot about users, which means you can target those messages very finely. But
at this moment they are not a threat and I don‟t think they will become one.

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6.6 MOBPARTNER ON DEVELOPER/PUBLISHER RELATIONS
MobPartneris one of the leading mobile affiliate platforms out there focusing on performance
campaigns and user acquisition. The network runs its own in-house platform and unique tracking
tools. We were lucky enough to get some time at the App Promotion Summit, with SVP of sales &
marketing Cristina Constandache, for a highly informative chat on how developers can get the most
out of their relationships with publishers.
Cristina Constancache, SVP of sales & marketingMobPartner
Mobyaffiliates: What are your key takeaways from the APS conference?
Cristina: There seems to be a common understanding that in order to run successful mobile
marketing campaigns you have to test, analyse, scale it up and build long term partnerships. There
are no miracle formulas and no magic numbers. Advertisers needs are different and the strategy
they employ as well as the partners they use should reflect just that.
It seems everyone is coming back to the issue of app quality also?
Yes, but you can‟t control the quality unless you have tested and analysed the results. So focus on
the quality but quality can mean different things to different people. First of all understand what
quality means for you. Hire a good analyst before you do anything else and choose your partners
accordingly.
You talked a bit about loyalty between developers and publishers during the panel –
can you expand on this?
Everyone is talking about building the next steps after the burst campaign, but nobody is talking
about placing the advertiser – not the app – at the centre of app promotion and app marketing.
Because, if you are a game developer and you are doing your job correctly, then you are probably
going to have other games. So you want to build a loyal publisher database who are going to be
promoting your next games or apps – not only whatever makes more money now.Consumers are
very fickle and they switch as soon as there is a new hot game on the market. The same thing goes
for publishers. If you don‟t build loyalty with your publishers in the early days, then how can you
expect them to push your new game, or apps as opposed to whatever has the highest ecpm?

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Best way to build loyalty?
You need to work with partners that will build a bespoke longterm strategy at advertiser level. A
partner that will listen to the publisher feedback, understand your needs and make sure all parties
get the best out of the collaboration. Flexible payout structure at publisher level, dedicated
creatives, special promotions for the top publishers, incentive schemes for the mid tier partners –
dedicated attention at publisher level will earn you the loyalty of the traffic partners.
This is how you are going to build up loyalty. Publishers care about three aspects in priority:
Ecpm‟s, exclusive offers and their user database. You can‟t give them the game or app exclusively.
We know that. But if you‟re able to provide assets just for them, they‟re going to promote you as
opposed to your competitors because they know they can count on you in the long term. Because
this gives them loyal users and they can offer something to their users that does not exist anywhere
else.
What should devs be looking for in a partner?
They should be looking for a performance based partner with a step by step approach, analytics and
feedback & recommendations for a long term collaboration.
It might sound like a recipe for a cake but networks know their traffic and they have immense
knowledge of the market from the sheer volume of advertisers and publishers they work with.
Push your network to work hard for you: start small, have them understand what works and then
push them to scale it up by engaging more with the publishers on your behalf. A partner that can
offer quality control, multi country / sector and vertical approach will be in the best position to
make mobile marketing for you in the long term.
There’s a lot of talk about OS fragmentation from developers, but this seems not as
important as developers think?
Yes definitely. There is no formula. It makes no sense to have 40% iOS, 30% Android and 30%
everything else. You just have to see what works and – according to what works – you have to go
out there and get more of it and test. Test and fail and then after that you are able to go to the next
level. But be careful that there is no magic number with regards to how much you have to pay. You
can pay 50 cents or you can pay ten euros – it doesnt mean anything. You have to adapt your
investment according to the ROI.
What are the common mistakes you see devs make when they come to you?
They come with pre-conceived ideas, such as “I don‟t want incentives” or “I don‟t want media
buyers”, etc, etc. As mentioned earlier, networks know their traffic. Explain to them what you want
to achieve and let them come back to you with a strategy that fits their publisher database.
So keep an open mind and don‟t say that “oh my competitor is paying 0.50 cents” so I should pay
that as well. You‟re competitor might be paying that, but it‟s because they can afford to pay it and it
makes sense for them. Our job as your partner is to make sure you get the best ROI from our
network with the assets you put at our disposal so our recommendations will be to that end, rather
than apply a one size fits all solution. After that you have to let us know per traffic source what
works, so we can adjust the rate for you and can monitor the quality going forward.

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6.7 ADEVEN ON TRACKING YOUR CONVERSIONS
adven is a mobile ad analytics and tracking platform that focuses on transparency and
accountability. The company‟s adjust.io solution provides download tracking solutions and post-
install KPI analytics, while its free-to-use apptrace tool gives users access to data that helps
agencies and publishers understand and optimise their mobile campaigns more effectively. adeven
is based in Berlin, with offices in London.
Paul H. Muller, CEO adeven
adeven‟s Paul H. Muller took to the stage at this year‟s App Promotion Summit and had some pretty
strong things to say about tracking, putting forth a solid argument for open source SDKs. Muller
also gave a few tips on the differences between SDKs and what to look out for in the ideal analytics
dashboard. Here‟s Muller key points for those of you who missed the event.
Muller says transparancy is paramount when it comes to tracking data. Developers must ensure
they get to own and keep the data that is being generated, so they know exactly what is happening
throughout a campaign. Transparancy also means developers should know how the tracking
technology actually works. Muller uses the example of user privacy to illustrate his point. If an SDK
is compromising your users privacy – and you have no way of finding this out for yourself – then it
could be a PR disaster just waiting to happen.
Muller therefore advises developers to “run away” from any company that wants to put a compiled
SDK into your app. Compiled SDKs are basically black boxes, he says, which are usually poorly
made. If something goes wrong within the SDK, you can‟t fix it, and it can‟t be audited.
Developers should therefore look toward open source SDKs. This gives you more control over what
is going on inside your app and lets you see exactly where any errors may crop-up.
Muller also advises developers to use a third party independent tracking company to measure
downloads, and not to rely on a partner who is also selling you downloads. This firstly presents a
conflict of interests, says Muller, and could also lead to your data being stuck with one company, so
you can‟t compare it if you decide to switch to another source.
Muller‟s final point concerns analytics dashboards. He believes most dashboards out there do not
display much relevant and useful information to developers and says comparable data is what really

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matters. In order to achieve this dashboards must be able to normalize timeframes, breaking down
how much say a user spends over say 30 days, or five day.

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6.8 FIKSU ON KPIS AND CAMPAIGN OPTIMIZATION
Fiksu is one of the most well-known mobile app acquisition platforms in the industry, helping app
developers and marketers overcome the challenge of promoting iOS and Android apps. Fiksu also
runs FreeMyApps, an incentivised app discovery platform that rewards users with gift vouchers for
engaging with app promotion campaigns. The company is based out of Boston, USA, with global
offices across Europe and Asia.
Benjamin Hansz, EMEA regional manager Fiksu
Fiksu was out in full force at this year‟s App Promotion Summit, with EMEA regional manager
Benjamin Hansz giving a thoroughly englightening talk on how to optimise an app campaign
around your key performance indicators. Here are some of Hansz‟s key takeaways for developers
looking to find traffic sources that bring in the most valuable users.
Quality is key
One of Hansz‟s main points was that – surprise surprise – quality is the key when it comes to traffic
sources and the closer you can get to the source of the traffic the better. There are 200 plus
different networks out there, which is a bit daunting, but only about fifty networks providing the
core of traffic. This eco-system is constantly in flux, with the size and effectiveness of sources
changing all the time.
Understand the sources
Hansz says developers therefore must understand the different types of sources and how they
operate. For instance, incentivised networks will provide high scale traffic that helps for burst
campaigns, propelling apps up the charts quickly, but they might not be the best for acquiring loyal
users. Real Time Bidding platforms are becoming increasingly popular, letting you bid on an
impression basis in real time. Hansz says RTB is becoming especially popular for game developers.
Then of course there‟s regular premium and blind networks, social platforms and different
publishers.
Compare, contrast
With all these traffic sources Hansz says developers must also experiment and compare results,
finding out which sources can deliver them the most value. Optimising is all about rarefying your
traffic sources, says Hansz – looking past the download and seeing who is becoming a user, and the
number of those users who are paying.

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Cast a wide net
Developers shouldn‟t put all their eggs into one basket when it comes to traffic sources, says Hansz.
Diversity is key. Each traffic source will always bring its own limitations. Hansz advises developers
to therefore cast a wide net, over a number of different traffic sources, while consistantly refreshing
the message. If you can do this, you can avoid saturation and zoom in on where the best performing
users are coming from.
Attribute, don’t guess
Of course, it comes as no surprise that Hansz sees attribution as vital to campaign optimisation. It‟s
no good for a network such as iAd simply saying it‟s delivering premium traffic – if you don‟t know
the exact value of the users, then you‟re flying blind.

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7 Conclusions and Next Steps
The App Promotion Summit showed that whilst app distribution remains a huge challenge, there is
increasingly a body of good practice available to help developers and publishers. In addition, the
range of new mobile app marketing services, platforms and agencies emerging provides a large
number of potential routes to market. We look forward to working with this exciting new industry
to bring together the key players for future events.
For more check out http://apppromotionsummit.comor follow us on twitter @apppromotion
You can also contact the App Promotion Summit team at hello@appromotionsummit.com