Using Television for User Acquisition

App Promotion Summit, Berlin, 21.11.2014

…a boutique consulting firm specializing in mobile apps & services.

Concept Phase: Business & Product

Development

Interim Management

User Acquisition & Mobile Marketing

Analytics

Workshops

3

Dynamo Partners – Our work

4

5

The Need For Alternatives In Mobile UA

6

The Need For Alternatives In Mobile UA

7

The Need For Alternatives In Mobile UA

8

Why TV?

1. Reach & Mainstream audiences

2. Installs & ROI = Monetization / LTV

3. Quality of Users = Usage / Engagement

4. “Halo Effect” = Display CTR / Social / Portfolio

5. “Carry-Over Effect” = UA Efficiency

…it simply works!

9

TV For Apps – Case Studies

10

TV For Apps – Case Studies

11

TV For Apps – Case Studies

12

TV For Apps – Case Studies

13

TV For Apps – Case Studies

14

TV For Apps – Case Studies

15

TV For Apps – Case Studies

16

TV For Apps – Case Studies

17

Getting started…

1. Set yourself a goal: test vs. accelerate growth vs. branding

2. Define KPIs to measure that goal • Measuring attribution of TV is hard, but not impossible

3. When testing: focus on an “isolated market” (no other paid UA)

4. Understand “Burst” vs “Traditional Campaign”

5. Don´t worry about spot production, you´re almost there: thanks to “app previews”

6. Pay attention to ASO and CRO

7. …

appstoreoptimization.tumblr.com

@StefanBielau

Stefan Bielau Managing Partner

+49 175 5840160

stefan@dynamopartners.com dynamopartners.com