The Future Of App Marketing Using Mobile Video

James Cooper | September 29, 2014

App Marketing

Andrew French is the General Manager (EMEA) of Adcolony and spoke at the App Promotion Summit London 2014 on the topic of future of app marketing and the role video has to play in that economy.

The talk covered the following topics:

  • The Rise And Rise Of Video
  • What Marketers Really Want
  • Taking The Consumer On A Journey

Now we’re able to share the video and audio recordings of the event and you can find this talk and more in our App Promotion Summit London 2014 Bundle.

The Future Of App Marketing Video:

The Future Of App Marketing Audio:

The Future Of App Marketing Transcript:

Thank you and good afternoon. It’s nice to be the last speaker and still have an audience. Typically this time of the day, we’re kind of a bit depleted. Big thanks to Matt and James for putting on the event. I think it’s really well-organized and structured. Thanks to you all for coming today.

As James said, I work with AdColony. I’m going to talk today about a few bits. Probably hopefully this is slightly high level than some of the talks today. There’s been lots of talks about tactics and technical implementations and attribution and tracking. Obviously marketing is nothing new. App promotion is a new area of marketing but promoting a product to a consumer is not. It’s been around for a number of years. There’s a whole discussion right now about Math Men and Mad Men and the role of creative.

I want to give a few overarching thoughts. We’re gonna try and tie some of that together, talk about where we come from AdColony with our video promotion and video products but hopefully give some ideas about how that kind of manifests itself into a slightly broader marketing strategy and why some of the big guys are achieving great success right now in their app promotions.

Without further ado, a little bit about us. The most important bit is completely chopped off. I’m Drew. I’m here for AdColony. We’re a leading HDTV network and that’s what we do is provide in-app video in high definition directed to publishers via an SDK. We did announce a couple of weeks ago, we’re gonna be acquired by Opera Software. That’s a strategic tie-up and a strategic acquisition for them and for us. It means having a combined network of over 700 million unique users across the globe will help us to work together to really push video out to more publishers and more advertisers. We’re very excited about that. I look forward to work in that for over the next few months.

This is the obligatory stat section just to show obviously that this was the first year that the mobile app consumption surpassed that of desktop. There’s lots of stats flying around, but this is quite a significant one that I picked up on. Mobile video ad is growing the fastest of all areas of media right now. I wanna talk a little bit about why that is and how that kind of manifests itself and how we use that in terms of the promotional campaigns that we run.

Lastly this slide, where the heat is. The Billboard is a US sort of website. It’s historically a publication. It was essentially the charts for the US. Every week, it would showcase who the latest bands were, who was top of the charts, who was selling the most singles and the most records. It was a must-read on a Friday afternoon for guys in the US. You can see there you’ve got a type of Pepsi of Michael Jackson on an LP. That was an old kind of vinyl record. That’s because the brand wanted to be where the consumers were. The consumers were listening to music around LPs. They would listen to what was happening. They were reading the Billboard newspaper. That was their fix, I guess, of current affairs and that type with brands and popular culture.

On the right, you’ve got the top app store chart from May 2014. That’s where the consumers are now. That’s where the eyeballs are now. Marketers and brands and app developers need to find a way to move to where that audience is and to connect with them through rich and engaging formats.

That’s a bit of a scene set. This, for me, is where I really wanna spend a bit of time. This is looking at what do marketers want. I think I said at the outset that marketing is not new. It’s been around for a whole number of years. It’s been developed over time. The key thing is that whether you’re trying to promote an application or sell a car or get someone to buy you a holiday, the real basic fundamental of that is just don’t change. In the Europe brands where you’re an app developer or a game developer, you wanna take your message to a consumer to a customer and get them to take some kind of change in behavior, some kind of positive step. It is the most purest and it is the most simple kind of level. That’s what any marketing is, whether you’re trying to promote an app, whether you’re trying to sell a car, whether you’re trying to get someone to buy a holiday or register for a day deal site. That really is what marketing is all about.

I think it’s sometimes a bit easy to get too tactical and get drawn into deep into app marketing. Start to talk about the attribution in the SDK. We haven’t really thought about what is it we’re trying to achieve, what does success look like, who is our customer, what’s our customer doing.

To each of those three areas just quickly and then show a couple of video samples at the end. I’m a little bit unrehearsed there.

The point is why do marketers want to do this. If you think about brands, brands aren’t new but when you’re going to a supermarket to buy a chocolate bar, you’ve got a preconceived idea of what chocolate bar you’re going to buy. This is from China. The lady has chosen M&Ms. The second row is full of Snickers. The third is Galaxy. The fourth is the Daim bar. Why did she choose the M&Ms? Why did she go to M&Ms? Why didn’t she go to Snickers or the Daim bar? It’s because she had some preconceived awareness of that product. She knew what it tasted like. She bought it before. When she went in, had a whole plethora of choice of products to purchase, she chose that one.

For me, if you look at the app store, it’s like a chocolate counter. You go in there. You’ve got millions and millions of apps in that app store. Well, 1.1, so just over a million apps in the app store. Which one are you gonna choose? Which one are you gonna decide to install? You look at the successful people like Rovio, King or Supercell. I get that they have huge budgets, but you have a preconceived concept of, “I want the types of Candy Crush. I want Clash of Clans.” That’s exactly what happened with Flappy Bird when that came out as well. People knew what they were getting to have that concept to make you go in and say, “Yeah, I want that app. I want that to work for me.”

I think it’s really in consideration on how do you build a brand around your title or your game or your product, how do you push that out through mobile marketing or other channels to create that awareness and that preconceived purchase intent.

To do that, you’ve got to think about who’s the consumer. What person is gonna download your app? Who’s gonna play your game or gonna purchase your products? What are they doing on their mobile? Are they playing games? Are they in social media? Are they purely just looking at news or weather in a time-restricted environment? Why are they doing that? Why are they using that app?

We talked about need states vs. one states. You’re in a need state and you’re playing a game. You may have got 12 or 15 minutes of time. You’re a bit more relaxed trying to entertain yourself. You’re just going into maybe a weather app just to find out if it’s gonna be raining or going into a traffic report app to find out if the road’s blocked or if there’s going to be a diversion or whatever it might be. There’s different times and different experiences to serve different apps. Think about that consumer. Who are they? What are they doing? Why would they want to engage with your products?

The next thing is messaging. Think about how do you stimulate the senses. You look at the biggest brands in the world. Diet Coke from Coca Cola, they have half naked men mowing the lawn and girls checking their Diet Coke on him and the shirt comes off and off they go. They’re not selling a Diet Coke. They’re selling a lifestyle. They’re selling a feeling of deception of what that product is all about. Same as Audi when they sell cars. They talk about the technicalities. You’ve got a car cruising down an open road, the sun shining, the roof’s down. It’s all about that lifestyle and that perception and that good feeling, the same as holidays and everything else. Do think about that message. How do you deliver it as impactfully as possible?

Specifically when it comes to app promotion, promoting apps, we see from our campaigns is that those that showcase the products or the service offering do get the better responses and the better results. If you compare typically what you get from video apps is that when the user didn’t that app and they open it for the first time, they’ve already seen what the product is. They’ve already seen some of that game play. They’ve already seen a few features of that app or that product or service. They’ve downloaded it with an expectation of what you’re going to deliver, what that product is gonna offer them. Whereas if you click on a banner or you come from interstitial, whatever it might be, I wouldn’t say dumb but it’s a pretty limited experience to sell and showcase that product. You open it. You find out what that app’s gonna offer you. That’s why the storytelling of video and the storytelling of mobile really comes into it.

You want to influence a change in behavior. You want to influence some positive action. This is an example of what we call our end cards. After we serve a video, we serve a full presentation. These ones look at things like swiping away or share on Facebook, but that could equally be to install the app or to install the app. You want to be able to give them that opportunity to watch the video, create some emotion, create some awareness and then pushing through to install the application.

We’ve got some examples here. This is about two minutes of our show reel. This just shows some of the videos we’ve produced and some of the video end cards we’ve done without interruptivity. I think me talking was great for me, not necessarily for you. I think when Peggy wanted to showcase an example of Amazon, she showed a video. It’s the best way to explain what that was all about. These hopefully could give a good example of how to use video to showcase a product, showcase a service or showcase an app.

Of course that’s much better storytelling than I am. Remember that. Think about the consumer, think about how you tell them a story, think about how you showcase your product or your service. I appreciate there’s probably a really broad range of budgets in the room. Some guys are thinking, “That looks really expensive.” Some guys are thinking, “Yeah, I should really do that.” If you can produce a video relatively cheaply but good quality, you can set it out on YouTube. You can put it out through blog sites. You can push it out. That really is the best way to showcase your product.

The last consideration I guess is that the days of Angry Birds being hit or Paper Toss being a hit on the app store are really starting to trim down. There was Flappy Bird. I think that was back last year or early this year. There really are many of those coming around. We’re starting to move, if we’re not careful, to a bit of a two-tier market particularly in the gaming sector. If you spend $1 or $2 million developing these titles, in my opinion, you should spend $10 to $20 million promoting them and turn extra investment in the product to promote the service.

You wouldn’t dream of producing a car and then just putting it out in shows and hoping it sells itself. Think about the principles. Who’s my customer? What message do I need to give them? How do I influence that positive behavior?

Hopefully that was useful and have given you some provocative thoughts.

 

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