Beyond the CPI
Published on Nov 19, 2015
Mobile performance marketing is an extremely fast-moving field. Cost Per Install (CPI) campaigns have ruled the roost for the last few years, but now skyrocketing prices have driven advertisers further down the funnel in search of engaged users. What are the most important events to measure in a mobile performance marketing campaign today? How do new techniques like deferred deeplinking work? In this session we’ll dive into these topics and more to give advertisers & agencies the foundation they need to run a successful mobile performance campaign.
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Beyond the CPI
What's Important Today in Mobile Performance Marketing
Photo by Jim Nix / Nomadic Pursuits
@joshtodd
Product Manager, HasOffers by TUNE
My name is Josh Todd, and I'm the Product Manager of HasOffers by TUNE.
We make software that allows you to create your own ad network and easily manage your publishers at scale.
You can follow me on Twitter @joshtodd.
We make software that allows you to create your own ad network and easily manage your publishers at scale.
You can follow me on Twitter @joshtodd.
Photo by quinn.anya
In the beginning...
There were installs
Advertisers' first goal was to get users to install their app. They figured it would be hard to make any money without their app installed, right?
Photo by faceless ekone
This was much like early web advertising
Just like when advertisers and agencies dumped huge budgets into pure CPM and CPC campaigns on the desktop web.
Photo by Toby Dickens
Everyone was happy
Advertisers paid Networks & Publishers for installs alone
Photo by Juliana Coutinho
Advertiser pays network £2 per install
Photo by Charlottes Photo Gallery
Publisher sends 100 installs to the network
Photo by Charlottes Photo Gallery
Advertiser pays network £200
Photo by Charlottes Photo Gallery
Network pays publisher
Photo by Charlottes Photo Gallery
Result:
Network and publisher are happy
Photo by Charlottes Photo Gallery
However...
Only 10 users made a £1 in-app purchase
Photo by Charlottes Photo Gallery
Result:
Advertiser is sad
Photo by Charlottes Photo Gallery
“The cost per acquisition on Facebook is substantially in excess of what any game company could hope to earn from an average player, suggesting that this line of business is due for a crash.”
Cory Doctorow,
in The Guardian
Photo by blah blah photos...blah blah blah
What if?
What if there was a system to drive traffic directly to a landing page within an app after installing it where the user could make a purchase, resulting in revenue for the publisher, network, AND the advertiser?
Photo by abbyladybug
The enabling tech:
Deferred Deeplinks
Photo by Will Montague
2. Deferred deeplink redirects them to the appropriate app store
Photo by Cristiano Betta
3. After the user installs the app, they are directed to the page within the app featuring the initial ad
Photo by JonathanCohen
The voucher from the ad is applied when the user makes the purchase in-app
I'm a performance network
How will this affect my business?
1. You can now work with mobile apps using the same successful methods previously only available for the desktop web.
2. Expand your performance-based business model into installs, sales, and registrations in mobile and lead gen using goals.
3. Receive a higher payout when driving quality traffic to your advertisers.
2. Expand your performance-based business model into installs, sales, and registrations in mobile and lead gen using goals.
3. Receive a higher payout when driving quality traffic to your advertisers.
Photo by Oberazzi
I'm a mobile app advertiser
What is the impact on my business?
The impact is enormous! By working with deferred deep links, you are opening up new user acquisition opportunities and channels. You can now work on am ore mutually beneficial basis with performance networks and their publishers, plus measure your internal media by campaigns this way.
Photo by Thomas_Cat
I'm interested
How do I get started?
Advertisers can use TUNE Marketing Console to start creating deferred deeplinks.
Networks can use HasOffers by TUNE to attribute the in-app events to the proper publishers.
Publishers should work with those networks and advertisers!
Networks can use HasOffers by TUNE to attribute the in-app events to the proper publishers.
Publishers should work with those networks and advertisers!
Photo by honor the gift
