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Industry updates and news from the ad tech world

Maximizing ROI on Your App Distribution Campaigns

Let’s say you have just finished developing a new app – perhaps a casual game to entertain your users on the subway, or a travel app to help business people book hotels worldwide. Whatever the genre of your app, you’re likely setting your sights on next steps – namely, app marketing. How will users discover your app among the thousands out there? And how will you find users who will engage and re-engage with your app? Paid user acquisition is one strong option, and some important formats of paid user acquisition are rewarded formats, such as “Install” or “Engagement Campaigns”. But then, are users who download or engage with apps for rewards really loyal users?

The truth is that, with appropriate tracking and optimization, rewarded user acquisition campaigns do provide high-quality users for our clients. That’s why Fyber offers “Install” and “Engagement Campaigns”, alongside our expanding non-rewarded ad format offering. Our clients who have ran rewarded campaigns for app distribution have achieved outstanding results in generating loyal and engaged users at scale. Underlying the success of these clients’ campaigns are two key factors:

  1. KPI tracking to measure performance and analyze user behavior, and
  2. Using the right type of rewarded campaign to maximize ROI.

 

KPI Tracking and Analysis

A key measure for optimizing rewarded campaigns is collecting data on where new users are coming from, as well as how loyal and engaged they become. By tracking installs and user behavior through developer app IDs, which identify each traffic source for the campaign, it is possible to break down user traffic into segments and evaluate the success of rewarded campaigns. Setting a definition of quality before the campaign (e.g. X number of users need to revisit the app within 7 days, or Y% of acquired users must make an in-app purchase) is key in objectively evaluating the success of the campaign. For example, one of our clients promoting a casual game has set up the following regimen to keep tabs on ROI:

  • Analyzing traffic quality on a weekly basis by tracking developer app IDs
  • Looking at collected data to see which traffic source delivers the most installs
  • Tracking how many of these installs will make an in-app purchase within the next 28 or 40 days, and whether the overall campaign is ROI-positive.

With the support of our account management team, they were able to put the different traffic sources into one of the three quality groups, making it easier to take the appropriate actions and improve campaign performance. Campaign analysis based on developer app IDs is extremely effective for campaigns that have generated 5,000-10,000 installs, which is the baseline we recommend for collecting meaningful data.

 

Choosing the Right Rewarded Campaign Type

“Install” and “Engagement Campaigns” are a tried-and-true method for increasing ROI and user quality for app distribution using rewarded ad formats. “Install Campaigns” (CPI) will reward users for downloading and opening the promoted app. This type of campaign allows you to reach a very wide audience and generate visibility for your app. After tracking installs and identifying the traffic sources that are ROI-positive, you can use “Install Campaigns” to effectively drill down on these traffic sources and maximize your ROI. By adjusting the bid, you can tailor “Install Campaigns” to your needs, be it acquiring quality users at an accelerated pace or sustaining quality download volumes over time. Mobile_CPE Typically, “Engagement Campaigns” (CPE) will ask users to download and engage with the promoted app. A music app might request that the user create a playlist, while a game might require the user to play to a certain level before receiving a reward. Other popular engagement options include asking the user to fill in a registration form or to complete a tutorial explaining the app. Whatever the ask, “Engagement Campaigns” are used to guide users to a specific point in an app’s flow where user conversion rates are the highest. The benefits of helping users understand the apps they are installing are clear: you avoid top-of-funnel churn, and increase the likelihood that they will return to the familiar apps they enjoy.

 

If you’re looking to implement paid user acquisition, our account managers are here to help guide you through the process. We’re ready to invest in understanding your needs and helping you meet your goals. If your style is more independent, we’ll give you the tools you need to lead the way. To learn more about Fyber’s user acquisition capabilities, get in touch with us at advertisers@fyber.com.

Fyber Shares Insights Into Current App Ecosystem

Fyber's Ben Chen on Fox Business News

Growing with the industry as its evolved over the past five years has provided Fyber with unique insights. From the foundations and inner-workings of the mobile app economy to emerging trends, our team at Fyber maintains a deep knowledge of the industry from multiple different perspectives.

As a mobile supply side platform we interact with key players from the top publishers, advertisers, and ad networks. These relationships empower our team to keep up-to-date with the latest industry news.

This past week, Fyber’s depth of knowledge was illustrated through two different broadcast media interviews with our very own Ben Chen, EVP of Developer Relations and Business Development.  As an expert in the mobile monetization field Ben was invited by both Fox Business News and Bloomberg News to share his thoughts on challenges, trends, and the current state of the app ecosystem.

In case you missed these two appearances, check them out here:

Bloomberg News: “Is Kim Kardashian Killing Candy Crush Maker?”

Fox Business News: “Is There An App Bubble?”

Amazing view, even better company: Gamescom 2014 dinner

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Cologne is a gorgeous city: the gothic architecture of the cathedral, the cobbled streets and quiet squares. However, viewing the city from 27 floors up is something else altogether.

This week, between the flurry of meetings and sessions at Gamescom 2014, the world’s second largest gaming convention, we welcomed a much-needed break to enjoy this incredible view with 50 of our friends and colleagues. Perched high above the city, the Kölnsky restaurant offered a front row seat to the city skyline, which was made all the more enjoyable by the amazing dishes served up by their team. But while the view and the food were fantastic, the company was even better. Our friends, representatives from all corners of the mobile and gaming industry (and in fact, all corners of the globe!), made for a night of great conversation and networking that won’t soon be forgotten.

We’d like to thank everyone that came out to celebrate with us — we hope to see you soon, either on the conference floor or at a future meeting. In the meantime, don’t be a stranger!

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What Does Fyber Value Most As A Company?

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Both Fyber’s Berlin and San Francisco offices met today to discuss the unveiling of the company’s newly formalized value system. As Fyber grows in numbers and vision, we felt as though it was more important than ever to have a clear set of values to refer to. Here is a quick look into what matters to us most here at Fyber and how we embody these values on an everyday basis.

 

Passion: We’re passionate about our products, our team, and our partners.

Team Spirit: We’re open-minded, respectful, and committed to fostering team spirit.

Courage: We’re a no politics, no bullshit gang, with the courage to drive change and accelerate growth.

Excellence: We execute with excellence, focusing on quality, not quantity.

Pragmatism: We make fact-based decisions, solving problems pragmatically.

Accountability: We take ownership of our successes and failures.

 

With the new rebrand, Fyber is excited for a chance to show everyone how we put these values into action. We even celebrated this morning with cupcakes showcasing each value!

 

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Proving Fyber is tough enough for Tough Mudder

tmlogoIt was a hot and humid summer Saturday in Berlin, a day perfectly suited for enjoying a cold beer in one of the numerous beer-gardens of the city, looking for escape from the sun. However, this was not the plan for a group of incredibly daring guys and girls from Fyber, they were heading to the forests of Lausitz to participate in Tough Mudder and to prove that they were, indeed, tough enough.

The woods surrounding Eurospeedway race track at Lausitz usually echo with the roar of engines, but on this particular day, the forest was filled with the roar of Mudders as they dived into ice-cold water, ran through electrical wires or walked a plank to take the leap of faith into a muddy pool 4 metres below. The track consisted of a 18km run and numerous obstacles to push every competitor to the limit — a real test for endurance.

Perseverance aside, most importantly this challenge was about teamwork. The official pledge of Tough Mudders states: “I put teamwork and camaraderie before my course time.” Fyber team excelled by supporting each other and cheering for each other every step of the course. We couldn’t forget, of course, about having fun. The smiles on the team members’ muddy faces as they crossed the finish line were truly inspiring.

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After all being a Mudder is all about taking on the obstacles in your life and the enormous sense of accomplishment that you feel when you overcome them with a smile on your face.

Fyber will be back for sure at the next edition. See you there!

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Too early to reminisce about Casual Connect USA?

As Casual Connect meetings come to an end and follow-up emails dwindle down, we can’t help but look back at last week’s great memories.

After the Casual Connect sessions wrapped up last Thursday, folks from the industry gathered at our San Francisco office to celebrate the successful event with a happy hour. This was the perfect opportunity to enjoy some friendly competition and really break-in our new foosball table and ping pong table.

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Making the week even better, we received an awesome new ride from our partners at Tune! We’ve been challenged to take this speed racer down Filbert Street (one of the steepest hills in San Francisco), and we just might pass on the idea for one of our execs to consider.

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Also, for those who attended our Fyber party last week and couldn’t get enough of the awesome pictures shared, check out some of the latest pictures below:

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Want to see more pictures? Visit our gallery on Nick Riley Photography and make sure to follow us on Twitter: @Fyber

Fyber Rocks Casual Connect USA with Booth, Panel & Party

Fyber had quite the eventful first day at Casual Connect USA. We started off with an awesome booth packed with our friendly team members who, as you can see in the picture below, were ready and eager to mingle! If you have not yet stopped by to say hello, make sure to find us at booth #416 on the Ground Floor.

Next up was our panel session, “Indie vs. Blockbusters…or Match Made in Heaven?”, led by our very own EVP of Global Dev & Business Relations, Ben Chen. The panel brought together thought leaders from Kabam, Tinyco, Backflip, and Fox Digital.

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Following up all this action we felt we had to kick off Casual Connect with a bang and that we did! Fyber’s rebrand party at 620 Jones proved to be the party of year. With over 450 attendees, our guests were treated to delicious drinks and excellent comfort food that set off the night. But, that’s not all that made the night, check out the fun play area we put together. A little bit of jumbo Jenga and Tetris on building walls really got the playful competitors out of the bars and up to the rooftop. Let’s just say that when it’s time to play, we like to go big!  Make sure to stay tuned for more Casual Connect news and follow us on Twitter: @Fyber

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Welcome, Rails Girls! Fyber Hosts Two Summer Fellows

We’re very happy to welcome two awesome Rails Girls into our office twice a week as they spend the summer programming for an open source project. Joining companies like Asquera, as one of the host companies for the Rails Girls Summer of Code, we’re opening up our workspace and dedicating resources to two women looking to become full-time programmers.

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Magda Frankiewicz (left) and Ute Mayer (right) coding away!

Who are these two mystery programmers? Ute Mayer and Magdalena Frankiewicz were the winners of the Rails Girls’ fellowship this summer. Ute is a computer science student living in Berlin since 2009, and she is also a Rails Girls Berlin organizer who aims to share her passion for technology with as many women as possible. She believes that the best learning comes from hands-on experience, which is why she’s looking forward to working on an open source project this summer. You can check out Ute’s GitHub account here: github.com/nerdbabe

Magda comes from a background in cultural management and the non-profit sector. She started learning how to code at the beginning of this year, when she joined Rails Girls Berlin as an organizer and started taking part in a workshop with other beginners. She found the Rails Girls and Ruby community in Berlin to be very inspiring and supportive, so she decided to explore programming in more depth this summer. You can check out Magda’s GitHub account, as well: github.com/madziaf

As far as the project goes, Ute and Magda will be working on a tool for documentation testing. Nowadays, software documentation quickly becomes outdated and samples of code aren’t always verified. This is especially true for projects relying on integration with other changing software libraries. To fix this issue, Ute and Magda will implement a tool that tests code samples in software documentation. Their second project is to build a documentation website for the web framework Padrino.

If you want to follow along, Ute and Magda are planning a weekly podcast to track their progress and will post updates to their website: http://code-padawans.de/.

FAQ: The Google Advertising ID

As August 1st approaches, we are publishing a more in-depth FAQ on the Google Advertising ID to follow up on the announcement we made in June. If you have any questions or concerns that aren’t addressed below, please contact us at developers@fyber.com.

What is the Google Advertising ID?

The Google Advertising ID is a user-specific and unique identifier for advertising created by Google Play. Starting on August 1, 2014, advertisers will be required to use the Google Advertising ID (GAID). On that day, Google will change its policies to prevent the use of any other device identifiers for advertising purposes.  More information about the new policy is to be found here. We strongly advise you to consult Google’s advertising ID site before taking any action or relying on any other source.

When do I have to switch to the Google Advertising ID?

Google makes the switch to the Google Advertising ID on the August 1, 2014. This means that apps that are submitted after August 1, 2014, and still use old identifiers might be rejected from Google Play. If you are planning to update your app or submit a new app after August 1, 2014, you need to update your app so that you use only the Google Advertising ID (and no other IDs) for advertising.

Do I need to update to Google Play services?

Yes. If you are planning to update your app or submit a new app after August 1, 2014, you must include Google Play services in order to access the GAID that is used by our latest SDK (current version 6.1.2). Google will no longer be approving apps using the Android ID.

As a developer using Fyber, what do I need to do?

Fyber made the switch to support the Google Advertiser ID alongside other identifiers when we released SDK 6.0, and with the release of SDK 6.1.2, we became compliant with the new Google policies. The recommendation on what to do now depends on the version of the Fyber Android SDK you are currently running. Please see below:

For existing apps                                   Recommended action
Older than SDK 5.0 This SDK version does not yet support the GAID. You should update your SDK with your next planned update to make sure you start leveraging the GAID.
SDK 5.0 to 6.1.1 This SDK version already supports the GAID. No need to rush. However, with your next planned update you should update to the latest version of the Fyber SDK 6.1.2 to be fully compliant.
SDK 6.1.2 and newer You already use the latest version of the Fyber SDK. You are fully compliant, and no further action is required from your side.
Launching a new app Recommended action
Older than SDK 6.1.2 You need to upgrade to the new Fyber Android SDK version 6.1.2 or newer before you submit to ensure compliance with the new Google policies.
SDK 6.1.2 and newer You are using a fully compliant version of the SDK. No changes needed at this point.

 What about my mediated ad networks?

Since you are not only using Fyber’s SDK but also the SDKs of mediated ad networks, we recommend you include only ad networks with updated SDKs that are compliant with Google’s new policies. This applies if you are planning a release or update after August 1, 2014. Most ad networks have released an SDK update over the last few weeks in order to comply with Google’s latest policies. At Fyber, we are currently updating and re-certifying our ad network adapters to function with ad networks’ latest and fully compliant SDK versions. For your convenience, we have created an overview of all ad networks that have updated their SDKs and are fully compliant with the new Google policies. We’ve also included a status overview of which ad network adapters have already been re-certified for use with the latest Fyber SDK. You can find the overview of supported ad networks for Android in the Fyber developer portal:

How will this change affect my revenues from the Fyber Ad Marketplace?

Google’s policy change is is affecting the entire industry. The vast majority of advertisers, demand partners and ad networks are already adjusting their tracking and targeting technology to account for the new identifier. There will be a transition period until all publishers have updated their SDKs and everyone has fully transitioned to the Google Advertising ID.  

We’ve Rebranded! SponsorPay Is Now Fyber

We’re excited to announce that today SponsorPay has officially rebranded to Fyber.

SponsorPay’s rebrand to Fyber goes beyond just a new company name. Over the last eighteen months, we have evolved from a rewarded advertising network into a top mobile supply-side platform for app developers, as evidenced when our clients voted us into VentureBeat’s list of Top 10 Mobile Advertising Companies in January 2014. While it’s bittersweet to part ways with our old company name, rebranding to Fyber is a natural step for our company as we continue to enhance our product offerings and build the best mobile supply-side platform in the market.

So why Fyber? We chose this name because it represents the brand attributes of our company: innovative, empowering, and unifying. It’s our mission to provide innovative solutions that empower app developers to build the smartest ad monetization strategies possible by unifying today’s fragmented mobile advertising ecosystem.

If you’d like to learn more about our decision to rebrand, you can read our press release that went live today. 

We can’t thank you enough for the wonderful support you’ve extended to us at SponsorPay over the last five years, and we are thrilled that you are on this next journey with us as Fyber!

Yours truly,

Andreas Bodczek & Janis Zech
Co-Founders, Fyber