Digital Turbine’s Secret Sauce: Reaching New Users at Scale
Scott Tomkins, Digital Turbine’s GM of US,
recently sat down for an intimate chat (in front of an audience of 200 guests)
at MAUVegas with Mike Brooks, SVP of
Revenue for the weather forecasting app, WeatherBug, to discuss the
opportunities available to app developers from pre-loading.
Describing pre-loading as his “Secret
sauce”, Brooks has an interesting insight into the channel, having previously
worked with Digital Turbine as a network partner selling pre-loaded inventory at
Verizon and now, representing WeatherBug actively buying that same inventory.
With such a clear view of the opportunity from a vendor’s and a buyer’s
perception, Tomkins was quick to highlight that they couldn’t hope for a better
“I would challenge most people out
there that have sold some sort of inventory,” says Tomkins. “If they
had their own app how many of them would buy their old inventory to promote
their app? It’s a very unique perspective.”
WeatherBug Invests in Pre-Loaded Apps
Brooks explained there were multiple
reasons why preloading works for WeatherBug but first and foremost was the
opportunity to deliver a positive return-on-investment (ROI).
Typically WeatherBug can expect to see a
positive ROI from any pre-loading campaign in around 5 months. While other
channels might generate user engagement a little faster than this, they are
also more susceptible to fraud. Brooks knows exactly what he gets in return for
his investment in pre-loading and when this is likely to deliver an ROI.
You Losing 21 Percent of Your Ad Budget to Fraud?
In what is an incredibly competitive
market, the WeatherBug app is primarily monetized by advertising. This means
that eyeballs on the app is one of the most important metrics to Brooks.
Pre-loading the app on new devices means that it is ready and available to use from the moment a smartphone is unboxed and powered-up. This gives WeatherBug a competitive edge over other weather apps who might have to rely on users finding them in the Google Play Store or other marketing channels.
This approach is a particularly powerful
route to capture engagement from the vast majority of smartphone users who
typically don’t visit app stores and download new apps to their devices.
“For the general consumer, I look at my
mother and father,” says Tomkins. “If you go and tell them to go search on the
app store, they don’t know what you are talking about. They use whatever news
app or weather app is sitting on their device. I think what a lot of people
forget is that is the majority of the consumers out there.”
Usage through the Ages – Targeting Older, More Lucrative Users
Being able to create opportunities at scale
is also incredibly important to Brooks.
“We are 30 people as an entire
business unit, 22 are engineers,” says Brooks. “So it’s eight people
across the business and that includes things like finance and account
management. So when we think about user acquisition and we think about how we
are going to grow, it has to be a few large partners, who we can determine who
are ROI positive and who we can invest on the long haul with.”
Having the ability to invest in a campaign,
knowing that it will deliver a positive ROI, and then focus on other areas of
business is vitally important to many app development companies where resources
might be equally stretched.
“One of the reasons why I like pre-loads is
it allows us to focus,” says Brooks. “We know it’s a positive distribution
channel for us, we know its ROI positive, we know there’s a ton of scale and we
also know we have a ton of other work to do.”
Some Secret Sauce on Your Next App Marketing Campaign
To learn more about how pre-loading can
help you drive engagement at scale, protect your marketing budget from fraud
and successfully deliver a positive return-on-investment, speak with one of our
pre-loading experts today.