Mobile app marketing beyond Google, Facebook & Programmatic

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@thomasbcn
Mobile UA channels

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The state of US online advertising
Facebook + Google
74% of $ spent
83% of growth

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If ¾ of the money goes to
Facebook & Google,
why look elsewhere?

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1) Increasing competition
=> Inventory price inflation
cpc +136% yoy
CPM +171% yoy

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Double digit yearly inflation
More advertisers
with more $$
Peak user growth
Peak ad load

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2) Channel fatigue
“A small number of channels
+ lots of competition
+ little channel innovation
= channel fatigue”
source: B. Balfour

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“First it works, and then it doesn’t
Welcome to the Law of Shitty Clickthroughs”
“More scale means less qualified customers.”
“The real solution: discover the next untapped marketing channel”
source: A. Chen

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Channel saturation : read more
B. Balfour / C. Winters / S. Clowe
Growth is never done
Why retention is getting harder
How to fight back against ad fatigue
Andrew Chen
The law of shitty clickthrough
Startups are cheaper to build, but more expensive to grow
Growth is getting hard from intensive competition, consolidation, and saturation

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3) Dependency
Nothing last forever. Much less in mobile
Diversify your UA mix to manage risks
An anecdote…

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2015 2016 2017 2018 2015 2016 2017 2018

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Facebook, reloaded!
ad load peak is
coming there too…

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What’s next?
"As far as advertising is concerned,
we're definitely getting WhatsApp more open“,
D. Marcus, VP messaging, F8 2018

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Trueview guide

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-31% CPL for Clover
-34% CPL for Vivint Smart Home
-50% CPA for Techstyle
-50% CPA for Circle Pay
+13% conversion for Acorns
+40% ROAS for Penny Hoarder
Source: Snapchat
Not only US millennials:
2/3 of audience is outside the US. 1/3 in Europe
2/5 over 25y.o. (FR, UK)
Many not reachable on other social networks Competitive results

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250m MAU, +25%
80% on mobile
70% women

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Actalikes / Interests/ Keywords
Access search volume, seasonal trends & audience insights

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First anniversary
1000 advertisers

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Kudos to @himynameisivo!

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Beyond social: streaming?

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Paid content marketing
Scalable, underrated channel
Access to premium publishers on m.web
Different audience, different funnel
Market leaders
Alternatives

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A leading channel for Blinkist, Babbel, 8fit… + gaming
Kudos to @sandrashuangwu!

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Tactical advice
User journey:
Direct to store: games, remarketing, smart cookies.
All others: add an intermediary landing page.
Publishers: endless stream, many premium but a few
“bad” ones can kill your campaigns. Blacklist recklessly!
Track publisher ID down funnel.
CTR & cpc are misleading
Iterate on creatives - image+copy. Now with videos
& landing page UX
Adjust bids progressively

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Alternative app stores

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Alternative app stores

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Alternative channels
Influencers/Podcasts
TV
“Out of home”
Web/SEO/PR

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First mover risks & reward
Untapped inventory
Dream CPM
Amazing funnel metrics
Uncertain outcome
Lack of resources
Instable interfaces
No API, poor doc
Scalability?
Diseconomies of scale
…

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For each channel, consider…
Target audience profile, new users, remarketing, LAT
Targeting options audiences, interests, keywords, publishers
User journey/funnel direct to store, mobile web
Creatives!! format, message, consistency
Attribution window, % untracked, incrementality
Brand value awareness vs last click

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Closing note…
All paid marketing is addictive.
How much can you grow “organically”?

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