HADIYAH DACHÉ Music App Media Plan

September 11, 2014

SCENARIO

Client X has a $350k budget over a 6 week period. They are launching one

application on iOS in the Music Category, MIXTAPE*.

GOAL

Drive high quality users and also aim to hold steady in the top 10 of the

Music Category by the end of the 6 weeks.

*This plan assumes that Client X’s app will only be made available as a free app in the U.S. app store

STRATEGIES

• Introduce app to audiences through an integrated

marketing campaign that includes search, video

display, social, online radio, and television

• Consistently create music content via blog posts to

grow app community and keep them informed

• Encourage app reviews within App Store as well

as influential online media sites

VIDEOVideo Ads are proving to be more effective than

traditional banner ads with video ads garnering an

average click-through rate of 4% on desktop and

11% on mobile devices.

The most effective videos are 15 second spots. For

MIXTAPE, we can create a series of 15 second spots

which highlight the best features of the app culminating

in a call for viewers to download the app.

Because most of this campaign is centered around

mobile advertising, viewers can click the video which will

take them directly to the app store. It is also possible

for the video ads to have accompanying banners

(added value) that, when clicked, open up to the app in

the app store.

SOCIAL

Social Media is increasingly becoming more effective in

attracting consumers attention. Today, brands can now track

and analyze just how effective they are through promoted

updates and sponsored posts.

Since we are focusing on high quality users, it is best to utilize

highly targeted mobile ads as promoted posts on Facebook.

CTR for Facebook Mobile is 187% higher than desktop.

Twitter cards are a great way to both drive installs and boost

brand awareness as any retweets or favorites garnered from

a promoted tweet or any other Twitter ad are added value.

If we are looking to skew to a younger, music-listening

audience, sponsored posts on Tumblr could do the trick as they

receive an average of 10,000 reblogs.

ONLINE RADIOThe best way for a music app to attract new users is

while they’re listening to their favorite music!

There are several benefits to online radio ads:

1) Users are engaged—this means listeners are more

likely to hear/see your ad and interact with it in real

time.

2) As an advertiser, you have the option to uniquely

tailor your ads by geo-location, music genre, age,

etc.

3) 66% of weekly online radio users listen on their

mobile smartphone devices; 34% on tablets

Pandora is the most recognized online radio station

followed by iHeartRadio.

TELEVISION

Television is still an effective way to capture attention even if

you aren’t actually looking at a TV. And now you no longer

have to take Nielsen’s word for it (whoever that is).

20% of consumers admit to streaming TV shows on their

mobile devices.

Many television networks have begun streaming their content

online which gives advertisers the opportunity for more

targeted ads. In addition to independent networks, you can

also serve ads on online streaming services such as Hulu. The

best part about these ads? You can track them!

TOP 10 APPSo how do we get MIXTAPE to be a top 10 app in the

Music Category of the app store?

Well, we need approximately 18K downloads within a

7-day window of time to rank in the top 25 in the App

Store’s Music Category; 25K to rank in the top 10.

To get there, we should start with social media. The

reason for this is not only to give app downloads a bit

of a “viral” boost but to also encourage app reviews

(which help boost the app up the ranks in the App

Store).

Once the social media campaigns have a good

momentum, we should launch video ads through online

radio.

And we can’t forget search! Placing mobile search ads

on Yahoo and Bing, and static ads on AdMob (Google)

can drive installs at a minimum cost.

CREATIVEThe creative needed for this campaign includes: video (online/television), banners, app cards, and

effective ad copy.

RECAP: TYPE OF BUYS

SEARCH—still delivers the highest quality users. Will

utilize the Yahoo and Bing mobile search networks.

Optimize for iOS devices only.

DISPLAY—pre-roll and interstitial :15 video and

banners. Display ads will run across online radio and

top music related websites. For the music sites, we

can run bids through ad networks such as Specific

Media and Advertising.com. iOS only.

SOCIAL—Facebook, Twitter, and Tumblr through

promoted and sponsored posts/tweets. iOS only.

APP DISCOVERY—AdMob(Google) reaches 67% of

iPhone users. Allows you to reach users in other apps.

To keep this campaign cost effective, we will seek to make

purchases on a CPI/CPA or CPC basis whenever possible.

TIMELINE

Since MIXTAPE is a music app, it makes sense to launch

the app around the biggest night in music. The

GRAMMYs are the first week of February.

The total campaign duration will run from February 2nd-

March 9th, which is the start of SXSW.

During this timeline, if we can average 25K downloads

in the first week, then average15K downloads every 5-

7 days thereafter we can keep MIXTAPE in the top 10

of the Music Category.

BUDGET BREAKDOWN

$100K

Online radio (mobile): Pandora, iHeartRadio

$75K ($12,500/week)

Interstitial :15 video ads on music-related sites

(mobile)

$65K ($10,833.33/week)

Mobile search: Yahoo, Bing

$60K ($10,000/week)

Social: Twitter Cards, Facebook

$50K

Television/Hulu

$350,000

TRACKINGThis campaign will utilize UTM tracking links as well as App Store ID links and be

tracked in AppsFlyer and Google Analytics.

RECOMMENDATIONS• Due to the high number of consistent downloads needed in such a short amount

of time (25K in 7 days) to maintain a top 10 position in the app store, I

recommend running small test campaigns ($5-$10K) on the various platforms

so that we can determine which will provide the highest ROI and optimize from

there

• For the social campaigns, I recommend working closely with a social media

manager and copywriter who can provide insight on what works best on these

platforms as well as respond to any feedback received through the social

campaigns in a timely manner

• Because app reviews are important to your app’s rank (as well as App Store

Optimization), develop an unique way to encourage users to leave positive

reviews. Remember, it never hurts to ask!