Today, we are thrilled to announce that TapCommerce has agreed to be acquired by Twitter. Learn more on Twitter’s blog.
When Samir, Andrew, and I started TapCommerce, we had one goal in mind: advance mobile advertising forward to allow for relevant and real-time communication between brands and consumers. Our team built our app retargeting technology from the ground-up exclusively for mobile, and our demand-side platform now processes over 15 billion targeted ad impression bids each day, across 50,000 apps worldwide.
Our focus on creating engaging brand experiences for mobile consumers aligns perfectly with Twitter’s product and core values, making TapCommerce a natural fit in Twitter’s expanding mobile advertising stack.
In addition to numerous other exchanges and networks, the TapCommerce platform is already deeply integrated with MoPub, Twitter’s mobile-focused RTB ad exchange. We look forward to growing our role as an integral part of the Twitter Publisher Network.
For our existing customers, your TapCommerce experience will not change. Being a part of the Twitter team will allow us to dedicate more resources to developing our product and expanding our services, so that you can continue to deliver even more value from your campaigns.
Thank you to all of the TapCommerce team, and our investors—Bain Capital Ventures, Eniac Ventures, Metamorphic Ventures, Nextview Ventures, and RRE Ventures.
We’re excited to #JoinTheFlock, and to continue to push mobile advertising forward!
On Wednesday, June 25, TapCommerce hosted the Beyond The Install Summit on the latest trends in mobile engagement at San Francisco’s new venue, The Battery. The event brought together over 100 of the brightest minds in the mobile marketing space across all industries. It was the first time the Beyond The Install series was held in San Francisco, and without a doubt, we’ll be back in 2015!
Below is a recap of the panel sessions, along with a few photos from the evening’s rooftop networking reception (view the full photo gallery here). Thank you to everyone who joined us, especially our fantastic group of speakers from Expedia, Groupon, Hotel Tonight, DeNA, Playstudios, Grow Mobile, Yahoo, Pandora, Twitter, and Fetch!
Mobile Monetization: Converting Browsers Into Buyers
The first panel session, moderated by Tim Geisenheimer, SVP of Sales at TapCommerce, brought together performance marketers from leading travel & e-commerce brands to discuss maximizing the ROI of user acquisition and strengthening retention. Panelists included Kevin Kwon, Mobile Marketing Manager at Hotel Tonight; Trang Vo, Mobile Marketing Manager at Groupon; and Tristan Krause, Senior Mobile Marketing Manager at Expedia.
The panel agreed that measuring in-app behavior is important for optimizing the mobile experience and being able to target different groups of users. Deep linking was brought up as a smart way to enhance the user experience—as Trang Vo from Groupon described, “deep linking is an app infrastructure investment, rather than solely a marketing investment.”
The main takeaway of the session? There is no one “golden ticket” in mobile marketing—you have to develop a culture of testing, define your goals, and figure out what works best for your own business.
Gaming Engagement: Maximizing the Value of Each Player
Next up, our Head of Games Customer Success, Andy Katzman, moderated a panel with a group of mobile gaming acquisition and retention specialists. Panelists included Chris Lin, Performance Marketing Manager at DeNA; A.J. Yeakel, Co-Founder and COO at Grow Mobile; and Tim McCloud, Director of User Acquisition at Playstudios.
The session explored the unique nature of the mobile games space, and panelists shared their perspectives on how to hold the invaluable attention of players and foster engagement over time to increase lifetime value. The group discussed how in-app mobile retargeting can be used to keep users informed, for example, by promoting a limited-time deal or new content releases within a game.
The Mobile Migration: Where Are We Headed Next?
Lastly, our CEO and Co-Founder, Brian Long, moderated a panel with a group of mobile industry experts. Speakers included Eran Metzer, Senior Director of Ad Platforms at Yahoo; André DeRussy, Executive Director of Performance Sales at Pandora; Kelton Lynn, Product Manager at Twitter; and Tim Villanueva, Account Director at Fetch.
The group discussed the course that the mobile advertising ecosystem has taken so far, and what challenges and opportunities marketers are likely to face in the years ahead. The panel felt that the rise of “mobile-first” consumers, along with continually evolving technology (such as programmatic buying, deep linking, native advertising, video, and dynamic creative), will continue to push mobile marketing forward.
Rooftop Networking Reception at The Battery
After the panel sessions concluded, the event moved upstairs to the rooftop for a networking reception. Guests had the opportunity to catch up with each other, enjoy incredible views of downtown San Francisco, and even a few “Tap & Tonics.” Click “play” below to see a few photos from the night.
On behalf of all of us at TapCommerce, thanks to everyone who joined us!
June is yet another busy month for the TapCommerce team! We will be attending 7 industry events across the US and Europe. Check out our lineup for June below, and reach out to us at email@example.com if you’re planning to be at one of these upcoming events:
Mobile Marketing Retail Summit, London, 6/5: Request a meeting
Mobile Monday Tel Aviv, Israel, 6/9: Request a meeting
Israel Mobile Summit, Tel Aviv, 6/10: Request a meeting
IRCE: Internet Retailer Conference & Exhibition, Chicago, 6/10 - 6/13: Request a meeting
Social Casino Gaming Summit, Las Vegas, 6/12 - 6/13: Request a meeting
Cannes Lions, France, 6/15 - 6/21: Request a meeting
Pocket Gamer Connects, Helsinki, Finland, 6/16 - 6/17: Request a meeting
Enterprise AppsWorld, London, 6/16 - 6/17: Request a meeting
Last week, Mary Meeker’s annual Internet Trends Presentation was released. At TapCommerce, we focus exclusively on mobile app re-engagement, so naturally we paid close attention to the overarching trends shaping the mobile advertising space that were covered in the report.
The report by KPCB is fully loaded at 164 slides— so below is a quick recap of our 5 favorite charts related to the state of mobile advertising:
1. Attention vs. ad dollars shows ~$30B+ opportunity for mobile
What jumps out most here is the discrepancy between mobile advertising spend and the amount of time that consumers are spending with mobile devices. In the US alone, there is a $30B+ opportunity for mobile advertising spend to grow, just to keep pace with the massive amount of time spent on mobile. Tweet this
Mobile is the only media category here where spend increased from the prior year—advertising investments in all other media either decreased or stayed about the same.
Consumers are now spending more time with mobile than with print and radio combined, and nearly as much time with mobile as they do with the web. Tweet this
This chart is even more telling when it is compared to last year’s, which is based on 2012 data:
Time spent in mobile grew from 12% of total media consumption in 2012 up to 20% in 2013. Tweet this
2. Smartphones still only account for 30% of all mobile phones
Smartphone use is the main driver of the growth we’re seeing in mobile media. Yet, only 30% of the world’s 5.2 billion mobile phone users have smartphones according to this chart, although that number is rapidly accelerating. Tweet this
Marc Andreessen is known for saying that we’re heading toward 5 billion smartphones in the next five years. Pretty soon, vendors will stop making low-end feature phones due to the shifting demand.
We’re still in early earnings here, and are truly just beginning to see the implications of everyone having a computer in their pocket at all times.
3. Mobile monetization continues to be dominated by in-app purchases
This chart shows the growth of revenue from mobile apps, which has exploded from $6B to $38B over the last three years. Tweet this
It’s clear that in-app purchases have continued to outpace advertising (with 68% share) as the primary mobile monetization method for publishers.
It should be noted that the data here is comparing mobile apps revenue (comprised of “virtual goods, in-app advertising, subscription, and download revenue”) versus mobile advertising (comprised of “browser, search, and classified advertising revenue”). It does not appear to take into account revenue from other types of in-app mobile commerce transactions (such as consumer goods sold, flights/hotels booked, etc.). If it did, we imagine the share of mobile app revenue would be much higher.
4. The amount of global Internet traffic coming from mobile devices continues to accelerate
Mobile traffic as a percentage of total Internet traffic continues to grow at a pace of over 1.5x per year. Tweet this
As of May 2014, a quarter of Internet traffic was from mobile devices. The trendline suggests that number may reach 33%, or a third of all traffic, by the end of this year. This trend is driven in large part by more support of audio and video streaming capabilities on mobile devices.
5. Mobile ad spends still have a long way to go
Last but certainly not least, here’s a great one on mobile advertising as it relates to total Internet advertising. Internet advertising grew a strong 16% year-over-year globally, according to Meeker. However, mobile advertising on its own is up a staggering 47% year-over-year. Tweet this
And yet, mobile still only accounts for just 11% of total global Internet advertising. As you can see from the first chart covered earlier in this post, advertising will continue to shift toward where consumers are spending their time… and today, that’s on mobile.
The five charts above are powerful visualizations of the potential mobile has to change the course of the advertising ecosystem. As more consumers continue to purchase smartphones and use them to access the web, download mobile apps, and make transactions on-the-go, we’re excited to play a role in the evolution of mobile advertising.
If you’re interested, here’s the full deck in all its glory: 2014 Internet Trends.
Last week, Facebook hosted their annual developer conference, f8. As we watched f8 unfold here at TapCommerce, we couldn’t help but notice how Facebook placed a significant focus on mobile app engagement, including the release of a mobile ad network (Facebook Audience Network) as well as new developer tools.
To that point, there was an entire breakout discussion dedicated to the topic of app engagement, “From Lapsed to Loyal: Mobile Engagement Strategies” (check out a full recording here). In this session, Robby Banks, Product Analyst at Facebook, and John Ketchpaw, Software Engineer at Facebook, revealed a ton of interesting data around mobile app engagement. Here are some highlights:
Although it’s clear that consumers are downloading and spending time with many apps, they are often forgetting about ones that they already have installed. They’re also increasingly turning away from tools like push notifications that marketers have historically relied on to drive re-engagement.
Another announcement Facebook shared was the launch of an open source standard around linking within apps, called App Links. The primary purpose of AppLinks is to make it easier to link apps to one another, since URLs within the mobile environment are structured much differently than on the web. For example, you might search for a movie on the Flixster app, and then be linked into movieticket.com’s app to buy tickets if you already have it installed, instead of bringing you to the mobile site. This is great from a user experience standpoint.
It should be noted that this isn’t quite the same project as what TapCommerce and other mobile marketing industry leaders started earlier this year on mobiledeeplinking.org. MobileDeepLinking.org guides mobile marketers through the steps required to create advanced deep link schemas to direct users from emails, push notifications, or other mobile ads directly into specific parts of their own apps. For example, if Groupon were to promote a spa deal in San Francisco in a mobile email, the link would open the specific page in the Groupon mobile app for that exact deal.
Ultimately, both App Links and MobileDeepLinking.org were built to help app developers create a better user experience for their users. Here at TapCommerce, we’re thrilled that the mobile industry is taking app deep linking seriously, and we were excited to see Facebook announce App Links at f8.
Our team is helping top mobile apps reach consumers who have downloaded their apps, and seamlessly bringing them back in to re-engage. Reach out to us if you’re interested in learning more!
TapCommerce is going global this month! We’re headed to 8 industry events throughout the US, Europe, and Asia this May. Check out our lineup below, and reach out to us at firstname.lastname@example.org if you’re planning to be at one of these upcoming events:
February is shaping up to be a busy month here at TapCommerce! We’ll be attending a number of industry events throughout the month, we hope to see you at one of them.
Apps World in San Francisco, 2/5 and 2/6
We’ll be at booth #124 in the main exhibition hall on both days.
Kochava Summit in Sand Point, Idaho, 2/5 and 2/6
We’re hanging with our friends at Kochava in their home town. If you’ll be attending their summit, let us know and we’ll schedule time to meet up.
Casual Connect in Amsterdam, 2/11 - 2/13
We’ll be hanging with the gamers for the largest European gaming conference of 2014. Swing by our booth or email email@example.com for an invite to our party co-hosted with HasOffers and Betable.
Mobile World Congress in Barcelona, 2/24 - 2/27
We’ll be out in force at the largest mobile conference of the year. Come by our booth in App Planet to learn about the latest trends in mobile re-engagement (and to pick up some tshirts). We’re hosting a few events during the evenings as well so if you’re interested in participating, drop us a line at events@tapcommerce.
It’s been an exciting year at TapCommerce. We’ve had an opportunity to work with some amazing brands like Fab, eBay and Jackthreads to help them connect with their customers on mobile devices. We’re now working with over 50 companies, including over 30 of the top 100 grossing mobile applications. To help fuel our growth as the leader in mobile retargeting, we’re excited to announce that we’re raising a new round of funding from Bain Capital Ventures and RRE Ventures as well as our existing investors including Metamorphic Ventures, ENIAC Ventures and Nextview Ventures.
We’re doing this because mobile is becoming a huge way for consumers to do, well, pretty much everything! According to eMarketer, mobile commerce is predicted to come in at $17 billion in 2013. According to a number of studies, mobile internet usage is set to surpass desktop usage in the next few months. Time spent on mobile has already surged ahead of desktop.
Despite these trends, mobile engagement is a big problem. The typical mobile user has over 30 apps on their home screen. Only 5% of consumers are still using a mobile app they downloaded six months ago. TapCommerce is helping to solve this problem by connecting companies with their customers where they’re increasingly spending time and money: on their mobile devices.
We’re actively looking for talented individuals to help us deliver on our mission, so if you you think you might be a fit take a look at our open positions: http://tapcommerce.com/jobs.html
If you’re interested in learning more about how we can help your business, contact us here: http://tapcommerce.com/learn.html
Thanks to our partners and investors for their support, we’re excited to continue to lead the way in mobile re-engagement in 2014 and beyond.
On Wednesday, TapCommerce hosted an event to discuss the changing mobile advertising landscape. For the last few years, marketers have been focused on driving new installs of their apps to cash in on the massive global adoption of smartphones and tablets. Now that there are 900,000 apps in the App Store and billions of installs, marketers have begun to think about how to engage with their audience beyond the install.
To discuss this shift, there was a presentation from Mark May, lead Internet Analyst at Citibank and two panel discussions.
State of the Mobile Internet
Mark May delivered a great presentation detailing current trends in mobile with a focus on advertising. He pointed out that there’s still a huge divide between time spent on mobile devices and advertising spend allocated to mobile. Based on his experience with the boom in desktop advertising, he expected the same thing to occur on mobile. He also pointed out that many leading internet companies, like Facebook, are seeing a growth in revenue per user on mobile that puts that revenue in line with desktop. Overall, his perspective was that it’s still very early innings for mobile advertising.
Mobile Marketing, CRM and Analytics
Panel participants included Jonathan Newcomb, Director of Acquisition @ Jackthreads, Joshua Heidler, Acquisition Manager @ Zulily, Peter Hamilton, CEO @ HasOffers and Brian Suthoff, VP, BD @ Localytics. The panel was moderated by Dan Gilmartin, Director of Mobile Marketing @ PayPal.
The panel discussion focused primarily on tactics and trends that the marketers and analytics providers were seeing in the space. From the marketer perspective, it was clear that price of an install/new user was steadily increasing on iOS. Both Joshua and Jonathan agreed that driving new installs will continue to be a focus, but that they’re increasingly concerned with quality and LTV.
On the analytics side, Peter Hamilton confirmed that while ~10% of HasOffers clients tracked engagement a year ago, over 80% do now. Brian mentioned that Localytics clients are interested in deeper data and he specifically focused on the perception that iOS has a higher quality audience when compared with Android. His theory (soon to be proved out on the Localytics blog) is that higher end Android devices like the Moto X or Samsung S4 show similar results to the iPhone.
Ultimately all panelists were encouraged by recent developments in the space on the marketing and analytics side as it’s allowing companies to be smarter about how they reach consumers through mobile advertising.
Trends in the Mobile Advertising Ecosystem
Panel participants included Paul Gelb, Head of Marketplace Development @ MoPub, Jesse Gillette, Executive Director, Ad Business Development @ Pandora, Sriram Krishnan, Mobile Product @ Facebook and Marc Theermann, Head of Mobile Platform Sales @ Google. The panel was moderated by Brian Long, CEO @ TapCommerce.
The main theme here was the adoption of programmatic across mobile and the rise of native ad units, specifically on Facebook and Twitter. Sriram discussed the rapid uptake of Facebook’s mobile, native ad units to drive installs. He emphasized that Facebook recognized the importance of looking beyond the install though as evidenced by their announcement earlier this week of a new ad unit type: Mobile App Ads for Engagement.
Paul agreed that native was important and, putting on his Twitter hat, mentioned that MoPub would be helping bring Twitter’s native mobile inventory into the programmatic universe. Marc argued in favor of banner ads mentioning that they are the “standard” and therefore scalable. Jesse agreed and also mentioned that she’s interested in the rise of mobile video.
Each participant agreed that the mobile advertising landscape is a rapidly evolving space and thought that the next few years would bring a tremendous amount of innovation as well as overall growth in spend from major advertisers.
On behalf of TapCommerce, thanks to everyone who made it out and we’re looking forward to making this an annual event starting in 2014!
On October 2nd, 2013 TapCommerce will be hosting its first major event to discuss current trends in mobile commerce and marketing.
Mobile performance advertising is currently stuck in the hamster wheel of driving installs of mobile apps. Marketers are increasingly fed up with spending higher cost-per-install fees while seeing lower actual engagement after the install.
How are marketers addressing this issue? What are the key trends driving mobile advertising in 2013 and beyond? These are the some of the topics we’ll be tackling at the Beyond the Install Summit.
Present will be 150+ C-Level executives, VPs and Directors of leading mobile-focused companies across a variety of industries. Some of the speakers will include:
Dan Gilmartin - Director of Mobile Marketing, PayPal
Jonathan Newcomb - Director, Acquisition & Retention Marketing at JackThreads/Thrillist
Paul Gelb - Head of Strategy at MoPub
Marc Theerman - Head of Mobile Platform Sales at Google, Previously Head of Mobile at AdMeld
Brian Long - CEO at TapCommerce
Mark May - Internet Analyst at Citi
Peter Hamilton - CEO at HasOffers / MobileAppTracking
Brian Suthoff – VP Strategy & Co-Founder, Localytics
The Summit will include a mix of panel discussions on mobile performance marketing, analytics and insights from leading research institutions. There will also be networking opportunities throughout the afternoon and evening.
The event will be hosted in NYC at the Midtown Loft & Terrace, an event space in the Flatiron district with fantastic views of midtown Manhattan.
We hope you’ll be able to join us, please RSVP here: http://beyondtheinstall13.eventbrite.com/