myTarget vs Facebook Media Buying in Russia and Abroad Evgeny Marchenkov VP of Sales and Marketing DataLead
myTarget vs Facebook Media Buying in Russia and Abroad
Evgeny Marchenkov
VP of Sales and Marketing
DataLead
About DataLead
u Leading performance marketing agency in Russia and CEE regoion
u Premium partner of Facebook and myTarget
u Up to 450K daily installs globallyu 150K iOS and 300K Android installs every day
u Working only with premium traffic sources: myTarget, Facebook, Instagram, Google
u Deep integration through API
u Traffic optimization focused on ROI and client’s KPI
u Long-term partner of AliExpress, Glu Mobile, Tap4Fun, MachineZone, Electronic Arts and others
© DataLead 2015
World is going mobile
© DataLead 2015
Data from Mobile Marketing Statistics 2015 © SmartInsights
Mobile users 1,8 billion
Desktop users 1,7 billion
Global mobile markettraffic and revenue share by OS
© DataLead 2015
Data from SMA Reports Q2 2015 © Opera Mediaworks
Global mobile marketTraffic and revenue share by OS device
© DataLead 2015
Data from SMA Reports Q2 2015 © Opera Mediaworks
OS / device % of traffic % of revenue
Android 63,72% 47,66% Phone 61,30% 42,22%
Tablet 2,42% 5,44%
iOS 21,74% 47,16% iPhone 17,30% 30,22%
iPad 3,51% 15,51%
iPod 0,92% 1,43%
BlackBerry 0,79% 0,32%
Symbian 3,81% 0,99%
Windows 0,19% 0,09%
Other 9,74% 3,79%
© DataLead 2015
Data from Statista.com
DataLead: Main verticals and sources
© DataLead 2015
u Verticals
u Games
u Utilities
u Datings
u Services
u E-Commerce
u Traffic sources
u Facebook
u myTarget (ok,vk,mail.ru)
u Google
Global game publishers - iOS
Report
Global game publishers - Android
Report
Global publisherseCommerce, Travel and Utility apps
© DataLead 2015 Data from The AppsFlyer Performance Index for eCommerce, Travel and Utility Apps
© DataLead 2015
Data from Data from Wikipedia
50
© DataLead 2015
myTarget VS Facebook: structure and targeting
InstagramVKOdnoklassniki Facebook
Targeting capabilities
Social-demographics (sex,age e.t.c.)
GEO
Interests
OS Devices
*Ability to create lookalike audience –only Facebook
Mobile traffic for games
© DataLead 2015
Average CPI 2 USD 3 USD
Average ARPU 2,3 USD 4 USD
Conversion rate 4 - 6% purchase conversion rate
10 - 15% purchase conversion rate
RU TIER 1
Mobile traffic for e-commerce
© DataLead 2015
Average CPI 0,6 – 1,2 USD 1 – 1,5 USD
User behavior Users mostly buy something they cannot find in offline stores
Shop online cause it saves time
Prefer to buy through desktop
Prefer to use mobile version of store
Payment model 43% of all shoppers prefer to pay in cash
Prefer non-cash payment
RU TIER 1
Mobile traffic for dating apps
© DataLead 2015
Average CPI 0,7 - 1 USD 2 – 4 USD
Average ARPU 1,5 – 2 USD 5 – 6 USD
Conversion rate 3 – 5% Up to 10%
RU TIER 1
Mobile traffic for utilities
© DataLead 2015
Average CPI 0,35 USD 0,4 USD
Average 2d day RR
40% - 45% 45%
RU TIER 1
Konstantin Sevryukov
Product Manager
Unalis Corporation
Case studies: Rage of the Seven Seas
© DataLead 2015
Average CPI 2 USD 3 USD
Average ARPU 2,1 USD 4,5 USD
Conversion rate 5% purchase conversion rate 10% purchase conversion rate
User behavior Need time to make first purchase, long-term user
Buy fast, stay not too long
RU TIER 1
Denis Litvinov
Head of Business Development
Alibaba Mobile Business Group
Case studies: AliExpress
© DataLead 2015
Average CPI 0,4 USD Android 1,2 USD Android
User behavior Mobile users quantity got equal to desktop users quantity
Customers prefer mobile version to desktop
Audience increased by 300% during only 1 year70% of all Russian users
Trust to advertising that they see in social networks
Prefer to read comments and recommendations
RU TIER 1
Summary
Let’s wrap it up
© DataLead 2015
Russian-speaking users Multi-language speaking users
Need time to make first in-app purchase
Really quick with their first purchase
Long-term users Prefer to try different games and apps
Frequently believe in advertising Do not generally trust banners
Russian users prefer to use desktop, but there are more mobile users on MyTarget, than desktop users
Prefer to use their phones