Mobile App Installs - Jud Bowman, Appia

Mobile App InstallsThe Fight For Dollars & DiscoveryJud Bowman, Founder & CEO

January 27, 2015

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Appia at a Glance…

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Leadership with more than 13 years

in mobile space

Delivered more than 95 million

sponsored app installs

Network reaches more than 1 billion

users globally

Partnerships spanning app

developers, mobile networks, OEMs,

and carriers

Advertisers represent 65% of the Top

100 Grossing Apps

Spans both iOS and Android

Smartphones & apps are the technology platform of

our time

75 Billionapp installs to

date as of

Sep. 2014

50 Billionapp installs to date

as of July 2013

1.4Bn smartphones shipped in 2014

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# of Apps is Exploding1.3M+ apps on Google Play (August 2014)

1.3M+ apps in the App Store (September 2014)

Apps versus Mobile web

Monetization of other apps

lagging Google and Facebook.

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We spend majority of time on apps versus mobile web, and app developers are

monetizing and making more money from apps

86% of time spent on mobile

on Applications.

Importance of Mobile Advertising

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Cost of Launching a Mobile App

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Top games-app publisher

$500,000 in 2009.

typically spend $5 million on mobilefor a new title, up from

“marketing “

$1.7B $2.4B $3.3B $4.7B $6.6B$9.2B

$8.5B

$11.9B

$16.7B

$23.4B

$32.8B

$46.0B

$0B

$5B

$10B

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$30B

$35B

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$45B

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Forecast for App Marketing Spend

8Source: ABI Research, Gartner, Juniper Research

Total mobile app revenue forecast to reach $46B in 2016

Sales and Marketing spend $9.2B in 2016

Apple paid out $2Bn to app developers in Q1 2014 alone!

GREEN shaded area represents

estimated sales and marketing spend

= 20% of total revenue

Mobile Ad Spend positioned to grow

% of time spent in media versus

% of Advertising Spending, USA 2013.

Source: Advertising Spend based on IAB data for full year 2013. Print includes newspaper and magazine. $30B+ opportunity calculated on assuming internet and mobile ad spend share equal

their respective time spent share. Time spent share data based on eMarketer 7/13 (adjusted to exclude outdoors / classified media spend). Arrows denote Y/Y shift in percent share.

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Remain optimistic about Mobile Ad spend growth… print remains way over-

extended

The Web Parallel: Website Discovery

It is likely most companies will have apps (native or HMTL5) just

like they have a website

If websites are a proxy for apps, then we are heading for

hundreds of millions of apps

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Millio

ns Total Sites Across All Domains

Currently 677M websites

26% CAGR after initial 5

years

At comparable

growth there will be

3M+ apps

in 5 years

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The Web Parallel: Rise of Search Marketing

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Facebook App Install Ads

FB stock hits low of $17.73 on September 4, 2012

Launches app install ads on October 17, 2012

350 million app installs through mid-2014

703 million mobile daily active users

Driving more than $1 billionin quarterly mobile ad revenue from app install ads

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Appia:#1 Independent App Install Network

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Appia crossed 95M sponsored app installs

to date in January 2015

Appia’s App Install Advertisers (CPI)

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Appia is working with 100+ Advertisers & Agencies to accelerate app installs,

and has 600+ live Android campaigns and 375+ live iOS campaigns

Publishers Leveraging the Appia Platform

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Appia partners with 250+ Publishers to monetize their mobile traffic

End-to-End: Driving User Quality & LTV

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• Appia’s platform is integrated

with 15 third party tracking

providers and advertisers

directly to obtain install and

post-install transactional data

in real-time.

• Appia utilizes this data to

provide high LTV users at the

right price for advertisers.

Highest CPI Rates Globally, 200+ Countries

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AVG Rate iOS $2.50

Top 10 AVG iOS: $5.08

AVG Rate Android: $1.50

Top 10 AVG Android:

$3.00

Australia CanadaUKUS Germany

New Zealand SwedenFrance Norway Switzerland

Average CPI Rates by Country:

AVG Rate iOS $2.50



Top 10 AVG Android:

$3.00

AVG Rate iOS $2.72



Top 10 AVG Android:

$3.10

AVG Rate iOS $2.07



Top 10 AVG Android:

$2.06

AVG Rate iOS $2.05



Top 10 AVG Android:

$2.26

AVG Rate iOS $2.57



Top 10 AVG Android:

$2.42

AVG Rate iOS $2.77



Top 10 AVG Android:

$2.18

AVG Rate iOS $2.73



Top 10 AVG Android:

$1.62

AVG Rate iOS $1.76



Top 10 AVG Android:

$1.54

AVG Rate iOS $2.50



Top 10 AVG Android:

$3.00

Install Insights

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Appia User Acquisition Survey

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35%54%

Which goals best evaluate the performance of a

mobile ad campaign?

brand-awareness

foot-traffic

increase-traffic

product-release

user-acquisition

all-of-the-above

Installs By Hour

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0 50000 100000 150000 200000 250000 300000 350000 400000 450000 500000

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Installs by Day

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1050000 1100000 1150000 1200000 1250000 1300000 1350000 1400000 1450000

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Installs By Category

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200000

300000

400000

500000

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700000

800000

900000

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Installs by Day

Gaming Category

Installs by Category

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0

10000

20000

30000

40000

50000

60000

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Installs by Category

Utilities

Installs By Platform

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0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Installs By Platform

By Day

iOS

Android

Post-Install Insights

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8%

8%

83%

Is it critical to monitor post-install events?

No

Not Certain

Yes


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0% 10% 20% 30% 40% 50% 60% 70%

bid-rate-optimization

campaign-optimization

creative-optimization

ltv-optimization

traffic-optimization

What is the Best Tool for Optimizing Campaigns?

Appia’s Performance Management Program

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Focusing on installs alone will not drive

higher value user acquisition.

• 98.5% of advertisers using PIE data with Appia renew

spending, with an average increased spend of +35%

• Tools and technology to find fraudulent activity

• Advertiser Performance Team:• 2 PHD Data Scientists

• 1 Analyst

• 1 Technical Account Manager

• 1 Performance Manager • 5 Supply Managers

Post Install Event Optimization

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• Test & Optimize Weekly, Monthly & Quarterly Spending

Microscopic focus on channel performance

Know where to grow, know where to say “NO”

Identify new, unique & exclusive inventory

opportunities

• Build Confidence Spend

Stability in long-term, safe spending

Data Driven

Risk reduction

Limit Fraudulent Activity

• Focus on top performing inventory that drives ROI

Optimized CPI for improved return on investment

Find and adjust spend for equivalent inventory value

High Volume Users + Quality

Case Study

Leading dating

app optimized

traffic

performance and

drove a 300%

increase

in ROI.

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Case Study

By hyper-focusing on

pockets of high value

traffic, we were able

to optimized test

spend immediately

with a leading utility

app by removing

traffic sources

without healthy

revenue per user.

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Jud BowmanFounder & CEO

[email protected]

Q&A

mailto:[email protected]

Mobile App Installs - Jud Bowman, Appia

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