Mobile Advertising: Lessons Learned About What Works" - Mobile Women To Watch 2014 Summit! New York! November 5, 2013!
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Mobile Advertising:
Lessons Learned About What Works"
Mobile Women To Watch 2014 Summit!
New York!
November 5, 2013!
1
Forward-Looking Statements" This presentation includes forward-looking statements. We have based these forward-looking statements largely on our current expectations and projections about future events and financial trends affecting the financial condition of our business. Forward-looking statements should not be read as a guarantee of future performance or results, and will not necessarily be accurate indications of the times at, or by, which such performance or results will be achieved. Forward-looking statements are based on information available at the time those statements are made and/or management's good faith belief as of that time with respect to future events, and are subject to risks and uncertainties that could cause actual performance or results to differ materially from those expressed in or suggested by the forward-looking statements. Important factors that could cause such differences include, but are not limited to those discussed in our annual report on Form 10- K, our quarterly reports on Form 10-Q and other filings with the SEC. OpenTable is providing this information as of the date of this presentation and does not undertake any obligation to update any forward looking statements contained in this presentation as a result of new information, future events or otherwise. PROPRIETARY 2
OpenTable: Our Strategy" Our strategy is simple: We grow the OpenTable network by adding restaurants and attracting more diners. The more restaurant selection we offer to diners, the more diners use the system. The more diners use the system, the more value we offer to restaurants. CONFIDENTIAL 3
More Seated Diners = More Revenue"
Restaurants pay per
each seated diner
who booked on
OpenTable!
Opportunity For
Mobile Performance
Acquisition Model
Pay-for-performance per seated diner fee allows to fuel mobile acquisition model "
PROPRIETARY 4
Mobile Is A Fast-Growing Source Of Online Reservations"
We have seated over 80 million
diners cumulatively through our
mobile solutions!
!
!
!
Over 38% of seated diners in
North America made a reservation
on a mobile device!
PROPRIETARY 5
EVERYONE has a phone, but getting new customers is not slam dunk…" 12% of time spent in media is on Mobile, but Mobile is only 3% of advertising spend, US 2012. - Mary Meeker, 2013 Internet Trends, KPBC ! PROPRIETARY" 6
5 Strategies To Getting It Right With Your Mobile Marketing
Strategy"
1. Track business results; optimize for the right
metrics!
2. Get source attribution!
3. Choose the right UA strategy for your value
proposition!
4. Think about iPhone and. Android differently!
5. ASO is your mobile SEO!
PROPRIETARY 7
1. Performance Is About Driving Revenue"
! Before! Now!
!
!
1. Decreasing Cost Per 1. Generating revenue
Download! from new users!
ROI driven
2. Increasing Clicks ! approach" 2. Increasing existing
user value!
3. Increasing click-through
rates! 3. Re-engaging former
purchasers!
4. Increasing time spent in
the ad unit!
!
Focus on what matters.
Are you optimizing for the right metrics?!
PROPRIETARY" 8
Tracking The ROI On Your Mobile Marketing Investment"
§ The month where cash flow from new app users
exceeds the marketing campaign spend to acquire
them!
MTP"
Month-To-Payback!
§ Look at Rate-of-Recovery on day 7, 28, etc. on the
MTP curve to check if campaigns are on track to
payback!
§ Give different ROI credit to New vs. Existing users!
PROPRIETARY" 9
Example*: Tracking Month-To-Payback From 2 Different Sources"
Net
Revenue/" Revenue Month to
Partner" Cost" Installs" CPI" Week 1" Week 2" Week 3"Week 4" Purchase" so far" Payback"
Apples! $1,000! 200 ! $5! 10 ! 10 ! 8! 9! $4! $148! 6!
Oranges! $1,000! 400 ! $2.5! 3! 1! 2! 3! $4! $36! 26!
*All numbers are made up!
CPI and MTP (Month-To-Payback) are often not
aligned"
Lower CPI does not always mean higher ROI.
Example above demonstrates that it can be (and
often is) the opposite."
"
Get a model to assess ROI of each cohort as
early as possible"
PROPRIETARY 102. The Install Is Not The End… It’s The Beginning"
1. Tracking Links To 2. App Store 3. App Install/ 4. In-App Events
Your Ads" Redirect! Open" (Purchase/Booking)"
"
• App traffic includes • The user is redirected • An SDK (code in • Device ID is fired &
device identifiers such to the iTunes App your app), collects matched every time an
as IFA, Android ID, Store or Google Play. ! any device IDs and event happens"
Android Referrer! web information to
• Seamless, does not match back to the • Allows to track all
• Web traffic includes launch a browser. ! Tracking Link.! lifetime events post-
header information install"
such as IP address, • Google allows a
Device Type, Device referrer ID through the ! • Allows to measure ROI"
OS, etc." URL!
PROPRIETARY 11
"
!
!
!3. Choose The Right User Acquisition Strategy"
Two broad types of apps thrive in mobile:"
§ High lifetime value apps"
Growth fueled
§ Examples include flash-sales/deals, e- by ROI-driven
attributed user
commerce, dating, travel! acquisition "
§ Viral apps"
These apps
§ Growth fueled by hitting critical mass! benefit most
from a bursting
§ Examples include turn-based games,
strategy"
arcade games, novelty apps!
PROPRIETARY 12Use Appropriate Sources For Your UA Strategy"
Bursting Strategy" Targeted ROI Strategy"
§ Free app of the day networks! § Banner ad networks!
§ Incentivized networks, offer walls! § RTB Exchanges!
§ App recommendation networks! § Facebook Mobile!
§ Mobile Search!
PROPRIETARY 13Example: Maximize Number Of Paid Installs In 24 Hours"
Install velocity determines the app rank increase & how many incremental organic
installs (due to rank increase) the app will gain.!
Burst
Campaign
#1
Burst
Campaign
#2
Incremental"
Incremental"
Incremental
Downloads
(due
to
increased
rank)
• Same spend !
Paid
Downloads
• Same number of paid installs !
• Completely different ratio of paid to
US
-‐
Baseline
Downloads
incr. organic"
144. iOS Versus Android
iOS" Android"
• Ranking heavily influenced by install • Ranking largely determined by “long
velocity (some changes post iOS7)! installs” (installs-uninstalls)!
• Each country app store is treated • Constantly changing algorithm!
separately! • Harder to influence ranking with ad spend!
• 10k-50k installs required to hit top-25 • Pay attention to SEO (ASO)!
rankings in largest top-tier geos!
• Easy to influence rankings with ad spend!
New vertical listing: !
easier to get visibility!
Continuous scroll vs. page view!
5 apps per page view!
PROPRIETARY 15Example: iOS Versus Android
• Fiksu saw ratings having significant impact on rank in July/August!
• Impact has since been reduced – but still present!
• Rank updates continue on 3 hour schedule (run overnight for momentum?)!
• Top 200 impacted by"
– New Apple Apps!
– Passbook Enabled
Apps!
– One Time Marketing
Campaigns!
PROPRIETARY 165. ASO Is Your Mobile SEO"
"
Search is the primary means of organic discovery on Android (more than browsing the
charts). Discovery can be improved through:"
1. App Title. The 32 characters of your App Title = the most
important real estate. Inclusion of a keyword in title can
make 80-100 places difference to search rank. !
2. App Description. Keywords should be included at least 5
times to make 10-20 places difference to search rank.!
3. Developer and bundle names. Make developer and
bundle name relevant to the app (these also contribute to
search).!
4. Geo-specific Keywords. Consider putting city and
country names if geographies are relevant to your app.!
PROPRIETARY 17Example: Adding Keywords To Title"
• Added “Reservations” key word in the
title"
• Before: not in top 50 search results for
“restaurant reservations”, “reservations”
and free reservations”!
• After: #1 rank in Google Play for
“restaurant reservations”, “reservations”
and free reservations”!
Daily Installs"
5%-20% lift per
day!
Before title change! After title change!
PROPRIETARY 18Summary: The Five Steps To Mobile Marketing
Success
1. Track business results; optimize for the right
metrics!
2. Get source attribution!
3. Choose the right UA strategy for your value
proposition!
4. Think about iPhone and. Android differently!
5. ASO is your mobile SEO!
PROPRIETARY" 19THANK YOU!"
Mobile Women To Watch 2014 Summit!
New York!
November 5, 2013!
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