Get ROI from Mobile Advertising with Post-Install Tracking

www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
Post-Install Performance – How to Get ROI from Mobile
Stephen Rumbelow, Group CEO
26th October, 2016

Optimise – about us
An International Performance
Marketing company, delivering
world-class Affiliate, Mobile &
Rewards solutions for over 800
brands in Europe, Asia-Pacific &
Latin-America
APAC Europe LATAM
Australia | India | Indonesia | Singapore UK | Poland Brazil

Optimise – our journey
| 2014 – first mobile CPI campaign in India
| 2014 – Asian market wanted high volume at low cost
| 2016 – Asian market demands stringent quality KPIs
| Mobile is very different to Affiliate (desktop)
| But it’s also the same – performance & ROI are king
| The performance model is unique, but mobile
presents it’s challenges
| This is our journey to share with you…

4.2m
app events
150+
campaigns
250+
mobile affiliates
20+
countries
In the last 12-months we’ve delivered…
Optimise - Global Mobile Affiliate Network
APAC Europe LATAM
Australia | India | Indonesia | Singapore UK | Poland Brazil

3key Mobile challenges
1. Where do you advertise?
2. How do you protect your ROI?
3. How do you innovate?

11
The business challenges…
| Apart from App stores, Google &
Facebook, what else can you do?
| What does the mobile ecosystem look like?
| How does the mobile market work?
| How do I get visibility and transparency?
| How to I avoid poor quality traffic?
| How do I avoid margin reduction and
rebrokering?
Mobile – where do you advertise?

11
Where you can buy
Mobile Web
| Access more publisher inventory –
building a purposed App isn’t a priority
for all!
| Cross platform compatibility - you can
reach your mobile web audience
across a variety of platforms using just
one version of an ad
| More difficult to track user behaviour so
you may not reach your target
audience

11
Where you can buy
Mobile In-App
| Customers will see your ads - 81% of UK
consumer’s mobile time is spent in-app 1
| Better attribution – you can users’ interactions
within a mobile ad and increase CVR and ROI
| More audience targeting options - you reach
highly targeted audiences based on their
location, demographics, context etc
| Mobile ad types aren’t created equal – multiple
ad types and sizes, with differing CVRs
1. eMarketer

11
How you can buy it
Mixture of
programmatic and
traditional media
buying

11
Who you can buy from
Mobile Networks Independent Publishers
Specialists in buying bulk
inventory across their
affiliated publisher portfolio
Premium publishers that
boast high footfall and
quality creative
opportunities

11
Who you can buy from
Mobile Networks Independent Publishers
Benefits:
| Monetise every impression via
programmatic or RTB
| No wastage of IO value – only
target the audience you want
| Perfect way to get value if you
have limited creative formats
Benefits:
| Independent vetted partners
| High quality and engagement
| Premium creative opportunities
| Buying CPM can unlock higher
quality audiences which
convert better than CPI buys

What you can buy - examples
• In-App display
• Video
• Offer walls
• Interstitial
• Content lock
• Native
• Social
Mobile Networks Unique Opportunities…
| Leader, MPU, Interstitial
| Lower CTR but competitive CPM rates

Unique Opportunities…
| Proxama – UK’s largest beacon
network – Target commuters on buses,
trains & tubes
What you can buy
Independent Publishers
• Location / Wi-Fi
• Premium Content
• Mobile affiliates
• Portals
• App monetisation
• App promotion

What you can buy
Independent Publishers
• Location / Wi-Fi
• Premium Content
• Mobile affiliates
• Portals
• App monetisation
• App promotion
Unique Opportunities…
| Wattpad – build a story around your brand
and engage emotionally with consumers

3key challenges on mobile
1. Where do you advertise?
2. How do you protect your ROI?
3. How do you innovate?

12 Mobile – how do you protect your ROI?
1. Use a tracking technology that enables post-install event tracking
Click Install Registration
User journey
The conversion post install
determines ROI
Transaction

Registration
CVR: 2%
Registrations: 100
CPR: $50
Test Scenario:
Target Installs: 5,000
Target CPI: $1
Spend: $5,000
Transaction
CVR: 10%
Sales: 10
CPA: $500
Install
Clicks: 100,000
Installs: 5,000
CPI: $1
User journey

Registration
CVR: 2%
Registrations: 100
CPR: $50
Test Scenario:
Target CPI: $5
Spend: $5,000
Transaction
CVR: 10%
Sales: 10
CPA: $500
Install
Clicks: 10,000
Installs: 5,000
CPI: $1
User journey
Test optimizing towards a
Registration goal using a
eCPR metric

Registration
CVR: 10%
Registrations: 400
CPR: $12.50
Test Scenario:
Target
Registrations: 400
Target CPR: $12.50
Spend: $5,000
Transaction
CVR: 10%
Sales: 40
CPA: $125
Install
Clicks: 100,000
Installs: 4,000
CPI: $1.25
User journey

Registration
CVR: 10%
Registrations: 400
CPR: $12.50
Test Scenario:
Target CPI: $5
Spend: $5,000
Transaction
CVR: 10%
Sales: 40
CPA: $125
Install
Clicks: 100,000
Installs: 4,000
CPI: $1.25
User journey
Test optimizing towards a transaction
based goal using an eCPA metric

Registration
CVR: 20%
Registrations: 325
CPR: $15.38
Test Scenario:
Target Sales: 100
Target CPA: $50
Spend: $5,000
Transaction
CVR: 30.8%
Sales: 100
CPA: $50
Install
Clicks: 100,000
Installs: 1,625
CPI: $3.08
User journey

2. Select the Correct KPIs – Only Pay for Actions That Are Valuable
Objectives Metric Benefit Quality metrics
Awareness CPM
• Greater design impact
• Access premium
publishers
• Higher quality visitors
• Use conversion pixels to track KPIs
• Measure post click events
• Optimise back to eCPI, eCPR etc.

Awareness CPM
• Access premium
publishers
• Use conversion pixels to track KPIs
• Measure post click events
• Optimise back to eCPI, eCPR etc.
Engagement CPC / CPI
• Pay for engagement
• Less risk than CPM buys
• Connect rates, time on site, UVs
• Installs, Registrations, Transactions
• Optimise to effective KPIs and
dispose of poor publishers

Awareness CPM
• Access premium
publishers
• Conversion pixels to fire at clients
KPI requirements
• Allows for optimization
Conversion CPR / CPA
• Pay for actions or sales
• Less risk than CPC / CPI
buys
• Installs, Registrations, Sales
• New & Existing users
• Sales funnel CVRs & ROI
• Attribution and optimisation of
publishers

Awareness CPM
• Access premium
publishers
• Conversion pixels to fire at clients
KPI requirements
• Allows for optimization
Conversion CPR / CPA
• Pay for actions or sales
• Less risk than CPC / CPI
buys
• Installs, Registrations, Sales
• New & Existing users
• Sales funnel CVRs & ROI
• Attribution and optimisation of
publishers
| Your KPIs are important for ROI
| But, not all publishers will work on
action based KPIs like CPR or CPA
| To increase reach means buying on
other models, like CPM or CPC
| Using post-install event tracking
means you can unlock additional
traffic sources whilst tracking back in
real-time to the eCPR or eCPA

3. Adopt a Test & Learn Approach During Launch
Agree
Budget &
caps
Small # of
High Quality
Publishers
Planning
Agree
audience
targeting
| Geos, device, platform,
demographics, interests etc
| Seeking alignment with the
advertiser’s LTV/ROI indicators
| Targeting ‘look-a-like’ audiences for
LTV and ROI
| Traffic sources – incent, non-incent,
social, search etc

3. Adopt a Test & Learn Approach During Launch
Agree
Budget &
caps
Review KPI
Quality
1 Month Test
Small # of
High Quality
Publishers
Increase Budgets
and caps
Test new affiliates
Optimise targeting
and media
Re-Evaluate Test
Planning Launch Measurement Actions
Establish an effective feedback loop
with the Advertiser & Publishers
- Dispose of poor quality publishers,
adjust payouts, caps & targeting to
optimise to the KPIs
Agree
audience
targeting

4. Test Advanced Targeting & Tools to Increase CVR, LTV & ROI
Publisher tools
| Track uninstalls and do retention attribution
| Use in-app deep links
| Use deferred deep-linking
| Use post click sale attribution (as opposed
to post install) to track in-app sales from
existing app users
| Use mobile optimised product & coupon
feeds
| Each of these tools are
designed to increase
engagement and conversion to
sale, and ultimately ROI

12
Case study – Mobile payments (IN)
KPIs:
| Increase Registrations
| Achieve CVRs of 5-8% funded
Commission model:
| Two basis payout model of CPR and Cost Per Funded
Affiliate mix
| Mix of registration and sale based affiliates
• Affiliate pool A = CPR
• Affiliate pool B = CPF

12
Campaign optimisation
| Affiliates delivering poor registration to
funded CVRs removed to maintain KPI
| Higher payouts given to Affiliates achieving
higher registration to funded CVRs
| City level targeting used to focus on best
performing cities in terms of registration to
funded CVRs
| Tested targeting and messaging based on
different interest categories e.g. cost saving,
money transfer, comparison shopping etc

Apr-16 May-16 Jun-16
Mobile payments app campaign (IN)
Registrations Funded
Results
| Registration to Funded
CR% increased from 7%
to 15% post campaign
optimisation
| All quality KPIs
achieved
| Quality KPIs amended
monthly
| Complete user journey
KPIs being developed

12
Case study – mcommerce (IN)
KPIs:
| Increase installs and a CVR of 4% install to sale
Commission model:
| CPI payout dependent on achieving the KPI
Affiliate mix
| Install-focused affiliates received higher
budgets but lower payouts
| Sale-focused affiliates received lower budgets
but higher payouts
| Ensured we could deliver high install volumes
and the install the sale conversion KPI

12
| Post click attribution to track in-app sales
from existing users
| In-app deep-links, deferred deep-linking and
intelligent links to direct to web or app
| Poor performing affiliates were gradually
removed to increase the CVR %
| Hyper local targeting focused on the best
performing cities (install to sale CVR)
| SDK developed for affiliates to promote
mobile optimised product & coupon feeds

Results
Jul-16 Aug-16 Sep-16
Mobile mcommerce app campaign (IN)
Installs In-app sales
| Install to sale CR%
increased from 2% - 5%
post campaign
optimisation
| All quality KPIs
achieved
| Campaign budgets
increased significantly

12
Case study – mcommerce (SEA)
KPIs:
| increase Installs and in-app sales across SEA
| Increase in-app sales from existing app users
Commission model:
| CPI + CPA for new users
| Lower CPA for existing users
Affiliate mix
| Network buys for in-app display, targeting new users
| Local affiliates with mobile sites, targeting existing users

12
| Cart abandonment re-targeting to increase CVR
| SDK developed for affiliates to promote mobile
optimised product & coupon feeds in their apps
| Tested different creative messaging and offers
| Poor performing affiliates were gradually
removed to increase the CVR %
| Payouts increased for affiliates driving higher
basket values

Results
Apr-16 May-16 Jun-16 Jul-16
mcommerce app campaign (SEA)
In-app sales (New) In-app sales (Existing)
| Install to sale CVR KPIs
achieved for new users
| Scaled up in-app sales
from existing users
| % of sales from existing
users gradually
increased from 70% to
85%
| Average basket value
US$ 60

13 Mobile – how do you innovate?
Affiliate Marketing
Started in the US and was exported to
Europe and Asia-Pacific

Mobile Marketing
Innovation and insight from a larger
market exported to Europe and North
America

Asia-Pacific snapshot
| The only truly ‘mobile-first’ region -
consumers access the internet mobile-first
and mobile-only
| Over 1 billion smartphones – rapid
adoption of mobile devices is fueling the
growth in mobile ad spend
| M-commerce is on track to grow 300%
faster than e-commerce by 2016, and
much of that growth is happening in Asia –
especially India.
| Will surpass North America by 2017 in total
digital ad spending share worldwide
*Source: eMarketer
Mobile ad spend
$13.6bn
(2015)
Mobile ad spend
$30.5bn
(2018)
47%of digital
ad spend on
mobile (2018)

Our Pan Asian footprint enables
us to leverage new mobile tech
and innovation for the benefit of
our International clients

4key mobile marketing trends
1. Mobile Video
2. Mobile Native Advertising
3. Mobile Coupons
4. Hyper Local

13
Key trends - Mobile video
£-
£200
£400
£600
£800
£1,000
£1,200
£1,400
£1,600
2015 2016 2017 2018 2019 2020
AdSpend(millions)
UK Digital Ad Spending - Mobile Video (eMarketer)
Mobile video Desktop video
Mobile video is
driving UK ad spend
growth
| £481m in 2016 to
£1.3bn by 2020
| 2020 - Mobile
video 71% of total
video ad spend
| 2020 - Mobile
video 37% of total
mobile display

Why use video?
| Video is where your customers
spend their time - 55% of people
watch a video every day
| Video is shared easily and
frequently - push your brand and
product to the right audience
and amplify your campaign
| Video is one click away from the
‘buy’ button - 60% percent of
consumers watch a video before
purchasing

What should you measure?
| You’ll buy on a CPM or CPCV
| You’ll need to track plays,
completed views etc
| But you should also track all ‘post
view’ events critical to your ROI
e.g. clicks, installs, registrations,
transactions etc
| Optimise targeting and budgets
across traffic sources that
generate the most users with the
highest lifetime value at the
lowest cost

13
Key trends – Native advertising
€ -
€ 2.0
€ 4.0
€ 6.0
€ 8.0
€ 10.0
€ 12.0
€ 14.0
2015 2016 2017 2018 2019 2020
AdSpend(millions)
Native Ad Spending in Europe (eMarketer)
Europe
Native ad spend in
Europe is surging
| €6.7m in 2016 to
€13.2m by 2020
| +97% increase in
native ad spend
(2016-20)

Why use Native?
| Native ads will dominate digital
display advertising
| Native ads perform better than
traditional digital ad formats
| They capture attention –
consumers view native ads 53%
more often than display 1
| They help amplify content and
special offers – 32% of consumers
will share a native ad 1
1. Source: IPG Media Labs

| You’ll buy on a CPC
| Track connect rates, time on site
and unique visitors
| Track all ‘post click’ events
critical to your ROI e.g. installs,
registrations, transactions for
both new & existing users
| Optimise targeting and budgets
to deliver the highest quality
users for the lowest cost
| Avoids ad-blockers

13
Key trends – Mobile Coupons
1. Juniper Research
2. Koupon Media
Why use mobile coupons?
| Mobile coupon usage will surpass
one billion users worldwide by 2019 1
| Average redemption rates are 10x
higher than paper coupons 2
| 42% of mobile users have used a
mobile coupon 2
| 26% of users increase their basket size
when using a mobile coupon 2

13
Key trends – Mobile Coupons
| Mobile coupons are measurable -
you can track who received, viewed
and redeemed the offer, giving
insight into the entire purchase funnel
| You can amplify offers through social
& native channels
| You can use hyper-local targeting to
increase conversion
| Mobile optimised coupon feeds work
well with voucher code affiliates on a
CPA commission model

13
Key trends – Hyper Local
$-
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
2015 2016 2017 2018 2019 2020
AdSpend(billions)
US Location-targeted mobile ad sales (BIA/Kelsey)
US location-based
mobile advertising
has exploded
| $12.8bn in 2016 to
$29.5bn by 2020
| +130% increase in
location based
mobile ad sales
(2016-20)

1. adknowledgeasia
Why use hyper-local?
| Targeting on mobile is rapidly
becoming hyper local
| Cited as one of the top mobile
marketing trends in Asia for 2016 1
| City level targeting is highly
relevant for Taxi, Travel, Retail and
Fast Food apps
| Achieve higher ROI by targeting
location-specific audiences -
make it more relevant &
engaging and reduce wasted
impressions

1. adknowledgeasia
| Network buys and independent
publisher buys allow for hyper-
local targeting
| Validate installs against location
based KPIs real-time to enable
campaign optimisation
| Post-install action based KPIs
need to be validated against
location KPIs to optimise ROI at a
city-level

Summary: How do you get ROI from mobile?
1. Track the conversion post install – that’s where the ROI is
2. Only pay for actions that are valuable
3. Test & learn before you build out the campaign
4. Test advanced targeting to increase CVR, LTV & ROI
5. Increase ROI with Video, Native, Mobile Coupons and
Hyper-local targeting

w. optimisemedia.com
e. stephen.rumbelow@optimisemedia.com

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