Trademob - NOAH13 London

Editor's Notes

1. $25m a day from
2. The cost to acquire loyal users reached the highest level ever recorded in August at $1.90 (Fiksu)For the purposes of the Index, loyal users are defined as people who open an app three times or more.
3. Acquiring the same users over and over again
4. Android has always encouraged usage and quality over number of installs. Which is why app store ranking is notoriously hard to control.Apple is looking to changeValue of the app stores are that they are recommended by your piersEngagement and usage will become more a priority for marketers wishing to keep their apps in the top rankings.Oh and actually keep users and get them spending of course
5. How to find the users who are big spenders and always active (source: Statista)
6. Source: Flurry
7. The retention rates of all apps have increased since 2009 from 25% to 35% whereas the engagement rate decreased from 6.7 to 3.7. Competition and better quality of the apps are the drivers of that development. There are just too many apps fight for the attention of the users (Source; Flurry)
8. After 10 opens, user loyalty increases – 30% left. You should know something about them!70% - wasted acquisition (Source: Localytics)
9. Loose half of your user base between 1-10 opens
10. 69% of users rarely or never accept push notifications. Marketing or gaming apps that have less of a reason to send push will see lower acceptance rates, in the 30% range.Mobile app developers are abusing push notifications and it has to stop. Although it’s widely understood that it’s not an effective strategy to continually ping users with non-critical updates, app developers can’t seem to help themselves to the free marketing channel that is the opt-in push. The problem with push notification abuse is not just that it’s annoying when you’re interrupted by something that has no meaning to you, it’s that it creates an environment where users become suspect of the whole push notification mechanism itself. I’d argue we’re already there. If you’ve said “no” to an app upon first launch when it asks your permission to send push notifications, then you basically agree. Users can no longer trust developers to use the system properly, so we’re opting out of notifications entirely.Also mention that a number of users uninstall an app because of push notifications(Source: Business Insider)
11. It’s like spending $millions getting people to your store and then ignoring them, with no staff and no product knowledge
12. (ad-roll – this is true online as well as apps)They won’t buy anything at all if we don’t try and get them backDo we have to accept this?
13. 1. (also true with apps so why do we measure the value on a download to 1st purchase?)4. – contextual and preference targeting = target specific ads to specific individuals.Effect of the cookie-less society???? – need to understand more about this
14. Category, brand logos, gaming, commerce, travelTypes of brands using re-targeting on-line – how do they use it? i.e abandoned basket, re-engage audience you’ve seen before.
15. I get courted by a lot of data companies and what struck me was how general and samey these guys all were in the main! Without cookies all you seem to get is!Probability and statisticsIts likely this person lives here because of his IP addressIts likely this is a guyIts likely he’s quite wealthyIt’s likely interest in discount shoppingOr investment opportunitiesMaybe he drives an SUV a lot of people in that ZIP or IP range do you know!As some one who’s spent 15 years in tech industry“I don’t like probably, maybes, possibly” makes me nervousMy clients don’t buy “probably, maybes, possibly”They buy “certainly, actual, results, definites”Thankfully The world has changed
16. What if!!You could perform 1 2 1 marketing for apps on mobile – without push notifications or cookiesYou could optimise campaigns to the individual, not optimise by large ad-network, DSP or publisher level buckets – example of how gaming guys buy tier 1,2,3 traffic sources.You could reduce CPI & use costs to < $1You could segment your audience on an individual basis – CRMyou could automatically offer and apply special offers to individuals and track them auto – dynamic deep linking examplesYou could build a loyalty program and understand all your user preferences – knowing what they do, what apps they have and which ones they use oftenYou could react in real time to any in app user actionsYou could chase an abandoned basket in real time, wherever the user went after your appYou could emulate that incredible re-targeting service we see on-line – we know the individual, the exact product, can find the user on any publisher and drive them back to us to buy!!!
17. This is obvious right? If you keep a brand front of mind then we’re more likely to buy from you or buy more often…………….
18. Campaign results
19. Campaign Execution
20. If 60% are removing apps in the 1st month push app notifications will not work
21. We’ve done lot of work with gaming, gambling, retailers to advertise to the individual customers, unique customised offers just for 1 individual.Money off, $5, $50 off 1st bet, buy 1 get 1 free pair of designer shoes, and the system can tell the app exactly what advert the user engaged with and apply that exact monetary or product value to that app and that app alone……………