Preventing Fraud, ROI Measurement Pitfalls and The Latest Targeting Trends.

1. Your Treasure Map
Towards Successful
Mobile UA

2. TARGET SUMMIT 2017
New Partnerships Manager
over five years of experiencein marketing and digital
media. Helped numerous app marketers refine their
user acquisitionand re-engagementstrategies to reach
scaleand maximum in-app engagement.
Born in Minsk and raised in Israel.
maya@appnext.com
Maya Portselan

3. TARGET SUMMIT 2017
The Dangers of
Paid User Acquisition

4. TARGET SUMMIT 2017
Mixing low cost incentivized installs
with higher cost full intent ads
THE MIX

5. TARGET SUMMIT 2017BOTS
Will cost mobile advertisers an estimated $7.2 billion globally. *
How to find?
Know where your ads are running.
Look at initial and deep engagement metrics.
* According to ANA: http://screenmediadaily.com/ana-online-ad-fraud-robbing-marketers-of-billions/

6. TARGET SUMMIT 2017
Identify suspicious activity:
Use of known problematic proxies or large amount of clicks/installs/devices from the same IP.
Different IP locations between the ad click and the install/first launch.
Unreasonable click to install time.
Consistency/patterns:
Device ID – related:
Click/install exactly every X seconds.
Users drop in the same exact point in the post install funnel.
Many installs from the same device brand/model or the same not local language.
Different ID’s from the same device.
Mutliple IDFA’s from a single IDFV.
IDFA not uppercase - GAID not lowercase.
ID’s hold a consistnet pattern.
BOTS

7. TARGET SUMMIT 2017ORGANIC INSTALL HIJACKERS
Last click attribution fraud
Specially tricky as these are highly engaged users
How to find?
Identify suspicious pre-install activity:
Know where your ads are running multiple clicks at the same time
or from the same Wi-Fi IP or IP and user agent for different apps.
Low CR’s
Exceptionally long conversion period Mean TTI.
Compare to your organic base line

8. TARGET SUMMIT 2017
Pick the right media partners
Work with the right service providers
Choose your attribution partner
HELPING ANGLES

9. TARGET SUMMIT 2017
See the ad unit
See the user flow (no incent)
Make sure it’s viewed
TRANSPARENCY

10. TARGET SUMMIT 2017
Few Other Tips

11. TARGET SUMMIT 2017
Know where your
competitors are buying
and what creatives they
are consistently using.
DON’T BE PROUD

12. TARGET SUMMIT 2017DON’T BE PROUD

13. TARGET SUMMIT 2017DON’T BE PROUD

14. TARGET SUMMIT 2017CREATIVE | Refresh
Creative A
Creative B
Creative C
Conversion Rate Installs Optimal Return

15. TARGET SUMMIT 2017CREATIVE | Personalize

16. TARGET SUMMIT 2017
Playable Ads
CREATIVE | Pre-Qualify

17. TARGET SUMMIT 2017
0
CPI LTV
(IAPonly)
1
2
3
0
CPI LTV
(IAP +ADS)
1
2
3
Cost
Ads
IAP
AD LTV: ROAS Example for Females/18-25
Traceback your ad revenues to find new profitable segments
Standard ROAS Using SOOMLA TRACEBACK
ROAS – Get the full picture | Ad Revenue

18. TARGET SUMMIT 2017ROAS – Get the full picture | Assists
First Touch
User sees a targeted ad in his Twitter feed for
the first time, gains initial brand trust.
Second Touch
While using a different app, user clicks on a video ad
for the same app. Learns more, but does not yet install the new app.
Third Touch
User recalls the video ad, and search for the app. Clicks on an ad
in Google Search. Visits the App Store but does not yet install.
Last Touch
User sees a targeted ad on their Facebook feed. With
sufficient background and information, decides to install the app.
Multiplier for assists?
Fractional attribution?
Find Overlapping sources
(CPI – no problem, CPM/CPC?)

19. TARGET SUMMIT 2017
THE RIGHT TIME
When do your users engage?

20. 7:00AM
Appnext Timeline
8:00AM
Places HOME
Understanding the unique
immediate context of a user

21. 7:00AM 8:00AM
Places > Waking upMoments
Appnext Timeline
Understanding the unique
immediate context of a user

22. 7:00AM 8:00AM
Moments
Predicted Next
Interest & Action
Suggested apps
Health
& Fitness
Appnext Timeline
To predict the action he/she
is likely to take next

23. 7:00AM 8:00AM
Suggested apps
Health
& Fitness
Suggested apps
Maps &
Navigation
Suggested apps
Social
& Games
Suggested apps
Food
Delivery
8:30AM 12:30AM
HOME
> Waking up
COFFEESHOP
> Breakfast time
TRAINSTATION
> Commuting to work
OFFICE
> Lunchtime
Appnext Timeline
The next-gen user
intelligence technology

24. TARGET SUMMIT 2017
The way people
experience apps and
mobile as a whole
has changed.
Instant Apps
Seamless Discovery & Usage
Macroapps
Bundling app content & services
Personalization & Customization
Focus on Real-Life Intent

25. TARGET SUMMIT 2017
Some
understood
these trends
early on

26. TARGET SUMMIT 2017
WeChat
769M DAU
Mini-Programs
Jan’17
90 min a day
Launched
Jan’11
WeChat Games & Wallet
Aug’13
In-App Taxi Ordering
Jan’14

27. TARGET SUMMIT 2017
Dozens of services seamlessly available in-app

28. TARGET SUMMIT 2017

29. TARGET SUMMIT 2017
“Bringing Uber
Mobile Experience
to every mobile app”
Nairi Hourdajian

30. TARGET SUMMIT 2017
What is the common thread?

31. TARGET SUMMIT 2017
They understood early on that content &
services are set to be unbundled from apps
and bundled into the platform solutions

32. TARGET SUMMIT 2017
Appnext Actions (Closed Beta)
Your App. As A Platform

33. TARGET SUMMIT 2017
Send a MessageNavigateShare a PhotoBook a Flight
Seamlessly
connect users to
their next action.
ACTIONS

34. TARGET SUMMIT 2017
Messengers KeyboardsOEMs Maps &
Navigation
ACTIONS

35. TARGET SUMMIT 2017
Your app. At their
Decision-making point
Appnext Actions is the first solution
that allows you to focus on immediate
engagement, reaching users a tap before
an order, or a purchase is made.
ACTIONS

36. TARGET SUMMIT 2017
When They
Need Your
App Most.
APPNEXT ACTIONS

37. Thank you.
Maya portselan
New Partnerships Manager
maya@appnext.com