The document discusses mobile app marketing strategies. It recommends focusing on long-term user engagement rather than just acquiring large volumes of temporary users. Specific tips include developing innovative, high-quality games; understanding user behavior across platforms; balancing marketing between Android and iOS; and working with affiliate marketing partners for broader reach. The MobPartner company presentation emphasizes their expertise in affiliate marketing trends, international publisher networks, and campaign management services.

1. Ad:tech London 2012
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2. What do you want to do?

3. What do you want to do?
High Volumes of Loyal Users
International Reach
High Ranking in App Stores
Tracking Installs and in-app Events
Low CPI (Cost per Install)
Increased Market Share
User monetization and increased ARPU
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4. What do you do?

5. What do you do?
Buy Mass Users
Short Term Tactical
Temporary results
Increased Marketing Spend
Competition result in even higher Acquisition Costs
Advantage of large companies – large budgets
Small developers left out of the game
Very little ROI on user acquisition
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6. What should you do?

7. What should you do?
Product Marketing
user acquisition is a part of affiliate marketing which is
part of the marketing strategy
Press, advertising, cross promotion, flyers, outdoor,
posters, social games platform, social media, youtube
videos, etc, etc
Short term tactics vs long term strategy
Quality of the game, innovation
Product, price, place, promotion -> PEOPLE!
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8. What should you do?
Product
User engagement is more valuable than large volumes of installs
Make your game original and innovative = entertaining
Price
Pay for quality not quantity
Place
Understand what your users are doing when they are not playing
games
Understand the game portals and their algorithms (reviews,
rating, etc)
Cross promotion opportunities
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9. What should you do?
Why Android?
Combination of Searching and Browsing – more complex
algorithm (75% of organic downloads – search)
Google Play’s ranking algorithm rewards long-term user
acquisition
Long term advertising campaigns (as opposed to iOS pushes)
Work with as many traffic sources as possible (better reach –
large audience – low CPI)
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10. What should you do?
Android Devices
More sophisticated – better usability – interactivity
Large untapped potential
Advantages associated with growing sector
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11. What should you do?
Why IOS?
Very much based on rank (determined by the number
of installs and how recent they are)
If large volumes of installs are not sustained, the
ranking will decrease
Bigger competition – higher costs
Healthy paid segment (quality content)
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12. What should you do?
Finding the best mix between the 2 –
Advertisers today cant afford not to be
present on both Android and iOS
Be present where your users are and adapt your products
accordingly
Listen to your partners – be open and flexible to test – build long
lasting relationships
Communicate, communicate, communicate
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13. What MobPartner can do for you?

14. What MobPartner can do for you?
Affiliate experts
Industry trends, publisher knowledge, industry recommendation,
competitor knowledge
International reach
Campaign management / client service / account management
Dedicated resources (AM, Tech, MKT)
Tracking solution
Publisher management – relationship based, mkt mechanism
Better reach & easier management & lower risk
Various publishers business models (sms, email, display, social
media, web2mobile, PPC & MB – lower risk for the advertiser)
One dedicated point of contact
Several payout models – performance centric ( example of
campaigns cpi, cpa, cpc + cpa, cpl)
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15. Worldwide Network: Potential
reach 100+ Million
EMEA
AMERICAS Over 50 Million APAC
Over 60 Million Visitors / month Over 40 Million
Visitors / month Visitors / month
iPhone
Web Mobile 15%
35%
Android
50%
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16. Contact us!
Paris
San Francisco
Cristina Constadache – Commercial Director
cristina@mobpartner.com
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