Emilin Yag

In Los Angeles, "I have an idea for an app" is the new "I have a script"

[eyag]

Snapchat Gears Up to Win App-Install Ads From Facebook

Brands like Acorns and Fullscreen reported success with app-install campaigns on Snapchat, which is opening its API to cater to more direct marketers.

My interview with AdAge about Snapchat’s mobile app install ad unit, one of the first direct response ad units.

[eyag]

Best Practices for Driving Facebook Mobile Installs: Optimization

1.       Objective – define your goals and be crystal clear on the objective (driving app installs, app engagement, etc).

2.       Bid – needed to deliver ads to audience most likely to convert. The 4 bidding options offered are cost per impression (CPM), cost per click (CPC), optimize for conversions and cost per action (CPA). CPA is designed for mobile app campaigns and gives you full control over what you spend per action.

3.       Budget – the bigger campaign budget, the better. Allocate a bigger budget to a smaller number of ad sets to optimize more effectively as opposed to splitting budget into a bunch of ad sets.

4.       Changes – don’t do it!!! Every time you make a change, the algorithm needs to relearn. If you need to make a change to the budget or duration, wait until the last day of the campaign.

5.       Duration – the minimum campaign duration should be 2 weeks. It may take 2-3 days to reach the highest optimization point.

[eyag]

Instagram Mobile Install Ads

Instagram's click-through rate for August thus far is 1.50%, almost double that of Facebook, its parent company. At 42 cents, its average cost-per-click is two cents higher than Facebook's. But while Instagram shows promise as a direct marketing tool, right now it may be a tad pricey for brand marketers. Its cost per thousand of $6.29 exceeds Facebook's to the tune of 90%*

*Source

[eyag]

ASO Best Practices

App Store Optimization: Best practices to get more downloads and move up in rankings. Applicable for both iOS AppStore and GooglePlay App Store.

1.       App Name: keep it short and descriptive

2.       Details: avoid a verbose description

3.       App icon:  a unique symbol that’s bright and descriptive

4.       Screenshots: add text to show off key features

5.       Updates: include release notes to show changes

6.       Ratings: these should be checked daily and used to leverage roadmap

7.       Pricing: in-app purchases should never be a surprise

8.       Globalization: make app available to as many people in as many locations and languages as possible

9.       Keywords: include a comma instead of a space to pack in more keywords

10.   Support: don’t neglect lower operating systems

[jamescurtismba]

Facebook Mobile App Advertisers Won't Lose Their Device-Level Data After All

[eyag]

Facebook said three months ago it planned to take away mobile app-install advertisers’ ability to collect device-level data. But money talks, and ad-buying marketers evidently protested enough for the social media giant to reverse course.

The Mountain View, Calif.-based company said in an email statement: “We advise our advertisers to apply people-based measurement solutions so they can determine when they’re reaching multiple people, not just multiple devices. While we believe device-level reporting is not the most accurate way to properly determine advertising effectiveness, we want to provide advertisers with the choice to measure ads based on what is important to them. In order to provide that choice, we will continue giving advertisers the option to receive device-level reporting from our mobile measurement partners for mobile app ads.”

For nearly two years, Facebook has allowed app-install marketers to grab information that helped them determine—among other things—how their ads performed on devices such as iPhones, Samsung Galaxies and HTC Ones. Advertisers have to agree to keep that device-level data to themselves, as Facebook wants brands to focus on other metrics and is wary of privacy concerns.

When Facebook revealed to marketers its plans to cut off such data while making them focus on campaign-based statistical results, they pushed back, according to a VentureBeat story last month.

[eyag]

Tech Buzzwords of 2014

Growth Hacking:  Sales, marketing and associated activities, but with a label that incorporates the word “hacking,” because nontechnical people want to call themselves “hackers” too. 

Deep Linking:  Apps linking to apps. Apps on apps on apps. 

Native Advertising: Sneaky ads that appear as a natural form of the user experience. Grand Daddy: Facebook Sponsored news feed ads.

Sharing Economy: AirBnB for ______.

On Demand Service: Uber for ______.

Internet of Things (IoT): Your world connected to the Internets.

Big Data: Information about information. The bigger the data the closer to Steve Jobs. Also named the sexiest job of the 21st century (by committee of nerds). 

Localisation: Modifying content to fit the bubble where your user lives.

Newsjacking: Injecting your brand into a breaking news story. 

Engagement Marketing: User interacting with the brand. This includes a user replying to a sponsored tweet with: "SHUT UP I HATE YOUR BRAND".

Net Neutrality: FCC getting all up in your internet traffic.

Millennials: Group of folks who were raised by technology and get separation anxiety when cut off from technology.

[eyag]

UX Cheat Sheet

[eyag]

Proud to be a part of the textPlus team!  350% usage growth, 110MM user reach, & another round of funding at 18M from The Raine Group.  Existing investors include Kleiner Perkins Caufield Byers, Matrix Partners, and GRP Partners also participated in the round, which brings the company’s total financing to date to $46 million.

[sephora]

Introducing a new way to make technology work for you—beautifully. Sephora is one of the first companies to launch in Passbook, which allows you to access your Beauty Insider card or store a Sephora eGift on your iPhone.

Hook up your Beauty Insider card with Passbook to:

Show or scan in stores to earn and redeem Beauty Insider points

View your real-time Beauty Insider points balance

Get notified of upcoming Beauty Insider perks & benefits

Opt for an eGift card to: 

Check your gift card balance

Easily find and redeem your eGift card in store

Have questions? READ MORE AT BEAUTYTALK ▸

[thegoodfuture]

The key for marketers who want to ride this wave is that they have to stop talking about themselves and their products, and start listening to what people are talking about and are passionate about

[eyag]

Marketing 2.0

[threeshipsmedia-blog-blog]

Social Media Explained, by Three Ships Media

(via Instagram)

[eyag]

Social media for dummies.