This document discusses marketing and distribution strategies for mobile apps. It covers paid acquisition channels like mobile ad networks and incentivized install networks. It also discusses organic acquisition methods like search optimization and content marketing. Emerging channels discussed include cross-promotional developer networks and the rise of "app walls" which aim to replicate early web directories for app discovery.

1. TCN - Mobile Fast Track
Marketing and Distribution
Nutter McClennen
November 5th, 2012

2. Ryan Moore – Decade of Mobile Investing
Partner, Technology Group, Atlas Venture
Ryan Moore is a Partner in the technology group at Atlas Venture. He joined Atlas in
2011 and focuses on emerging web service companies that make the lives of
consumers better and help any size business perform better. Before joining Atlas,
Ryan was a General Partner at GrandBanks Capital, which he co-founded in 2000.
At Grandbanks Capital, Ryan served on the boards of Enpocket, which was sold to
Nokia Corporation in October 2007,and Where (formerly known as uLocate
Communications), which was sold to eBay in April 2011. Ryan also served as the
lead investor in Achievers.com, First Coverage (sold to TIM Group), Insight Squared,
Nexage,Vela Systems (sold to Autodesk in June 2012), Savored.com (sold to
Groupon in September 2012) and Vivox.

3. Agenda – Marketing and Distribution
• Paid Channels
• Ad networks vs PPI Networks
• Incentivized vs Non-incentivized Traffic
• Organic Acquisition Methods
• Emerging Channels
• Cross Promotional Developer Networks
• Rise of App Walls

4. App Discovery – Mutually Frustrating for
Consumer and Developer
750,000 Apple Apps
400,000 Android Apps

5. Paid Acquisition – Mobile Ad Networks
• Largest Mobile Ad Networks
• Jumptap, Fiksu, Admob (Google), Millennial, Mojiva
• Key issue – Scale gets you attention
• Ad Mediation/Aggregators
• Nexage, Smaato, Mobclix, Admarvel, Burst.ly
• Key issue – Price is manageable, Performance is volatile
• Incentivized Installs – PPI Networks
• Tapjoy, Burst.ly, G6Pay, W3i, Flurry Appcircle
• Key issue to consider – Traffic Quality

6. Paid Acquisition – Best Practices
• Use Portfolio Approach
• Accurate measurement and analytics are more
important than traffic source
• Quality of Creative and Call to Action are critical
• Understand unit economics of a app user
• Be wary of changing rules incentivized install
landscape (iOS banned)

7. Organic Acquisition – Search Optimization
• Web search engine optimization – it still works
• Local Case Study – – 1m in Jan ‘10, 20m in Jan ’12
• Content Marketing for Bootstrappers – WriterAccess,
TextBrokers
• Mobile SEO – App Store Optimization
• 56% of consumers search in app store (2nd behind rankings)
• ASO 101 Tip List
• App Name; iTunes keywords, External Review sites (148Apps,
AppHero), # of ratings matters (friends and family)
• ASO for Bootstrappers – Searchman, ASO Ninja

8. Emerging Channels – App Developer Networks
• Internal Cross-Promotional or Direct Cross
Promotional with other Apps
• Cross Promotional within Network –
• Cross Promo with other Apps – Emerging Players

9. Emerging Channels – Rise of App Walls
• Replicating Early Web Directory Services
• App Discovery as an App
• Appia, AppWall, Appdream, AppHero