1. Sanoma Media
Business Development Mobile
App Marketing
Tim Akkerman
Twitter: @Tim_Akkerman

2. The mobile market

5. Mobile internet usage booming,
driven by proliferation of apps
Source: Sanoma Media

6. Nu.nl Mobile growth expectations

7. Mobile Advertising is growing,
driven by proliferation of apps
Source: Sanoma Media

8. App marketing

9. =

10. Experiment & Measurement

11. 500.000 and counting

14. Cases

15. Weekmenu iPhone

16. Weekmenu iPhone case
• Mobile display campaign
• In a short period
• With high volume of impressions

17. Saturday 1-1-2011
Views: 512.399
Clicks: 3.414
Sunday 2-1-2011
Views: 3.885
Clicks: 69

19. Launch
Mobile display

20. Weekmenu & Push message

21. Weekmenu & Push message

22. Weekmenu &

23. tekst

24. Weekmenu
176 users
107.712 views

25. Kieskeurig iPhone
(mobile display campaign)

26. Kieskeurig iPhone case
• Mobile display campaign
• A/B testing

27. Banner 1
900.000 views
CTR: 0,52%
464 clicks
Banner 2
900.000 views
CTR: 1,10%
998 clicks

28. Viva iPad
(special price)
ecialprice offer

29. Viva iPad case
• Special price offer

30. Viva iPad edition sales
Normal price: 2,39
Special price: 0,79

31. Viva forum iPhone
(bumper case)

33. Viva forum iPhone

34. Zwanger iPhone
(media attention)

36. downloads
revenues

37. Media:
Weekly e-mail (90% target group)
Fixed banner position www.zwanger.nl (100% target group)
3 times a year advertisement in ‘Ouders van Nu’ en ‘Kinderen’
Promotion NegenMaandenBeurs

38. Learnings:
Continue media use is important to keep the app under attention of
the target group
Succesful launch and updates keep the app high ranked in the store
Involvement with the product is important, also months after launch
of the app!
Take bugs and feedback of users serious

39. Key learnings
Read the reviews in the appstore and use it:

40. Autoweek iPad
(appstore promo)

42. OOGGetuige (universal)
(appstore promo)

44. Styletoday iPhone
(pr display)

46. Display
PR

47. Auto Trader 2.0 iPad
(newsletter, good reviews and appstore promo)

48. 29 juni
live in the Appstore

49. 30 juni
first (positive) reviews roll in

50. 14 juli
B2C Nieuwsbrief

51. 15 juli
“uitgelicht” in Appstore

52. 17 juli
#1 in the Appstore

56. #1 appstore
appstore promo
newsletter

57. App marketing =
Experiment
Measurement
And?
Get your app on #1

58. Cause...
Into...
...a Snowball effect!

59. For now

60. Let’s call it

61. ‘The Magic 3000’

63. Curious?

64. Ask the Sanoma
Mobile team!

65. Interested?

66. Sign up for the
Mobile newsletter

67. Sanoma Mobile
Newsletter?

69. thanks
?