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The Evolution of Mobile Advertising - AppsFlyer Presentation at Israel Monetization Summit
MOBILE EVOLUTION 
< 2011 2012-3 2014 2015
< 2011
Imagine Investing Like This
AppsFlyer Takes The Guesswork Out
2011 
Email 
Twitter 
Blog 
Users 
content 
Publishers 
Social 
discovery 
Apps 
PR 
Incentivize 
Apps Specific 
Publishers/platform 
s 
Review 
sites: Blogs 
video 
Catalogs 
Verticals 
d 
downloads 
Ad 
network 
s 
Deal 
trackers 
Apps 
Search 
Cross 
promotion 
Search 
Social 
Blogs 
Mobile 
Verticals 
Self service 
marketing 
Facebook 
Ad 
networks 
Forums 
Developer 
s 
Partners 
Carriers
2012-2013
2012-2013 
Advertisers Ad Networks Users 
Advertiser 
s 
Attribution Authority 
CPI/A 
PPE Enablement 
2012: 6 to 60 networks 
2013: grow to 260 networks
2014
2014 
Advertisers 
Advertiser 
s 
Ad Networks Users 
Agencies 
Agencies 
Reengagement 
CPA Enablement 
Attribution Authority 
700 Ad-networks
FROM WASTING TO INVESTING 
< 2011 
• Blind CPM/C 
• $$$ decrease value 
2012-3 
• Attribution authority 
• CPM/C/I/A 
• ROI/LTV 
• $$$ increase value 
2014 
• PPE 
• Re-engagement 
2015 
• PPE 
• Re-engagement
WHAT’S DELAYING PPE 
& REENGAGEMENT?
MAJOR LINKING 
ISSUES
INTRODUCING 
ONELINK 
ONE SMART LINK TO RULE THEM ALL
The Evolution of Mobile Advertising - AppsFlyer Presentation at Israel Monetization Summit
Get Attribution Data Flow: 
Providing the users you acquire with relevant content and maximizing your ROI 
AppsFlyer’s 
Servers 
App Store/ 
Play 
User 
Device 
Ad click 
Store Redirected 
Events 
App 
Install 
API’s & Postbacks 
App Install & 
First Open 
Get Attribution Data 
Advertiser is able to 
query attribution data in 
real time, and directly 
serve relevant content, 
upon the first app open. 
Media 
Sources 
Hotels New York
App Not Installed 
App Already Installed 
Get $50 Off 
San Francisco 
Hotels 
Book Now 
Ad Click 
You Have $50 Credit 
Redirect To Appropriate Store 
Only if app not installed 
One Smart Link URL 
 Any Platform: Web, iOS, Android etc. 
 Any App Store: Apple, Google etc. 
 Any Scenario: App already installed 
or not 
 Same Experience 
Specific Landing Page 
 Deeplinking (App Open) 
 Deferred Deeplinking (Install) 
 Same Experience 
Deferred Deeplinking 
Deeplink 
One Smart Link to Rule Them ALL
EXCLUSIVE TIPS
EXCLUSIVE TIP . 
Target New Devices
EXCLUSIVE TIP . 
Hit The Top 25 Networks 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
11 
12 
13 
14 
15 
16 
17 
18 
19 
20 
21 
22 
23 
24 
25
EXCLUSIVE TIP . 
Paid/Organic Installs 
Buying Users Is Ok 
30% 
25% 
20% 
15% 
10% 
5% 
0% 
Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14
EXCLUSIVE TIP . 
Define Your Objectives, Measure and Optimize
QUESTIONS?

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The Evolution of Mobile Advertising - AppsFlyer Presentation at Israel Monetization Summit

  • 2. MOBILE EVOLUTION < 2011 2012-3 2014 2015
  • 5. AppsFlyer Takes The Guesswork Out
  • 6. 2011 Email Twitter Blog Users content Publishers Social discovery Apps PR Incentivize Apps Specific Publishers/platform s Review sites: Blogs video Catalogs Verticals d downloads Ad network s Deal trackers Apps Search Cross promotion Search Social Blogs Mobile Verticals Self service marketing Facebook Ad networks Forums Developer s Partners Carriers
  • 8. 2012-2013 Advertisers Ad Networks Users Advertiser s Attribution Authority CPI/A PPE Enablement 2012: 6 to 60 networks 2013: grow to 260 networks
  • 10. 2014 Advertisers Advertiser s Ad Networks Users Agencies Agencies Reengagement CPA Enablement Attribution Authority 700 Ad-networks
  • 11. FROM WASTING TO INVESTING < 2011 • Blind CPM/C • $$$ decrease value 2012-3 • Attribution authority • CPM/C/I/A • ROI/LTV • $$$ increase value 2014 • PPE • Re-engagement 2015 • PPE • Re-engagement
  • 12. WHAT’S DELAYING PPE & REENGAGEMENT?
  • 14. INTRODUCING ONELINK ONE SMART LINK TO RULE THEM ALL
  • 16. Get Attribution Data Flow: Providing the users you acquire with relevant content and maximizing your ROI AppsFlyer’s Servers App Store/ Play User Device Ad click Store Redirected Events App Install API’s & Postbacks App Install & First Open Get Attribution Data Advertiser is able to query attribution data in real time, and directly serve relevant content, upon the first app open. Media Sources Hotels New York
  • 17. App Not Installed App Already Installed Get $50 Off San Francisco Hotels Book Now Ad Click You Have $50 Credit Redirect To Appropriate Store Only if app not installed One Smart Link URL  Any Platform: Web, iOS, Android etc.  Any App Store: Apple, Google etc.  Any Scenario: App already installed or not  Same Experience Specific Landing Page  Deeplinking (App Open)  Deferred Deeplinking (Install)  Same Experience Deferred Deeplinking Deeplink One Smart Link to Rule Them ALL
  • 19. EXCLUSIVE TIP . Target New Devices
  • 20. EXCLUSIVE TIP . Hit The Top 25 Networks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
  • 21. EXCLUSIVE TIP . Paid/Organic Installs Buying Users Is Ok 30% 25% 20% 15% 10% 5% 0% Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14
  • 22. EXCLUSIVE TIP . Define Your Objectives, Measure and Optimize

Editor's Notes

  1. no
  2. no
  3. no
  4. no
  5. From stand a lone analytics into: Attribution Authority Re-targeting Audiences
  6. no
  7. Install it the fist step in the funnel no
  8. 50% higher CR 100% higher users quality Installs 400% apps
  9. Groupon Twitter Facebook Google Other insights