future-casting: user acquisition & monetization in 2013 ... · survey details •goal:-evaluate...
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Future-Casting:User Acquisition & Monetization
in 2013 and Beyond
Bryan BuskasVP Sales & MarketingAdColony
@BBuskas@AdColony
Global Leader in HD Mobile Video for User Acquisition & Monetization with
80% of the Top 100 Grossing Developers on iOS and Android
“User Acquisition
is Monetization”
SURVEY DETAILS
•Goal:- Evaluate current state of user acquisition ecosystem
(attitudes, preferences, platforms) on iOS and Android to identify trends, insights and benchmarks for 2013 and beyond
•Details:- Fielded: July 2 - July 9 2013- Participants: Top 100 Grossing developers & agencies- 23 questions requiring 78 responses- 41% completion rate
SAMPLE SURVEY PARTICIPANTS
DESIGNING AN EFFECTIVE CAMPAIGN
PartnersChannel &
FormatCampaign
Type & Goal
Also: off device, traditional, online, etc.
Type Goal
Test Test
LaunchBurst
Distribution, Volume, Rankings
EngagementSustain
ROI
• Offerwall
• Free App Networks
• Banner
• Interstitial
• Social
• Video
• 100s of Ad Networks
• 100,000s of Developers
CHANNEL / FORMAT USAGE
Source: AdColony 2013 Customer Survey (July 2013)
What UA channels and ad formats are
currently being used by
Top 100 Grossing mobile
developers?
Jan’13 July’13
Video 100% 100%
Facebook 68% 94%
Display/Banner 89% 86%
Interstitials 100% 83%
Direct deals 63% 72%
Free App Networks 95% 64%
Offer Walls 100% 64%
Cross promo 68% 53%
Other 5% 3%
TRENDS IN CHANNEL / FORMAT USAGE
Source: AdColony 2013 Customer Survey (July 2013)
• Video and social formats are delivering reach, results and growing share of performance advertising budgets
• Static and incentivized formats continue to decline in both usage and effectiveness
Jan’13 July’13
Video 100% 100%
Facebook 68% 94%
Display/Banner 89% 86%
Interstitials 100% 83%
Direct deals 63% 72%
Free App Networks 95% 64%
Offer Walls 100% 64%
Cross promo 68% 53%
Other 5% 3%
CHANNEL / FORMAT EFFECTIVENESS
Source: AdColony 2013 Customer Survey (July 2013)
What UA channels and ad formats are most effective
at achieving campaign
goals?
July’13
Video 89%
Facebook App Install Ads 88%
Interstitials 74%
Direct Deals 43%
Cross Promotion 39%
Display / Banners 39%
Offer Walls 24%
Free App Networks 9%
Other 0%
SELECTING A PARTNER
SELECTING A PARTNER
Source: AdColony 2013 Customer Survey (July 2013)
Jan’13 July’13
Quality of User 95% 97%
Price 84% 89%
Targeting 63% 86%
Service 74% 83%
Volume 95% 81%
What are the most important
factors in selecting and
evaluating your UA
partner(s)?
TRENDS IN PARTNER SELECTION
Source: AdColony 2013 Customer Survey (July 2013)
Jan’13 July’13
Quality of User 95% 97%
Price 84% 89%
Targeting 63% 86%
Service 74% 83%
Volume 95% 81%
• Volume has decreased from the most important factor in January to the least important factor in July
• User quality and price are the two most important factors in selecting a mobile advertising partner and have both increased in importance in 2013
• Targeting and Service both increased in importance as campaigns have become more sophisticated and focused with key partners
FORECASTING 2013 & BEYOND
Source: AdColony 2013 Customer Survey (July 2013)
•We asked the Top 100 Grossing Developers: “Compared to 2013, in 2014 my UA campaigns will...”- increase in size- increase in reach (more geographies)- shift more to iOS- shift more to Android- shift more to Windows or other platforms- shift more to video- shift more to display/banners- shift more to interstitials- shift more to direct deals- shift more to offer walls- shift more to social (e.g. Facebook)- be more focused on CLV than cost- shift more to free app networks- test new channels- be more focused on CPI- be more focused on CLV than cost- be more focused with select partners
FORECASTING 2013-2014
Source: AdColony 2013 Customer Survey (July 2013)
0%
25%
50%
75%
100%
Jan’13 Jul’13 2014
Increase in sizeIncrease in reach (geo)Utilize new channelsShift to socialShift to videoMore focused on CLV than costMore focused on CPIShift to interstitialsShift to AndroidShift to direct dealsShift to iOSShift to display/bannersShift to offerwallsShift to free app networks
Q: “Compared to 2013, in 2014 my UA campaigns will...”A: %’s are top 2 box responses agreeing with the statement
TRENDS ON THE DOWN (& OUT?)
Source: AdColony 2013 Customer Survey (July 2013)
0%
25%
50%
75%
100%
Jan’13 Jul’13 2014
Utilize new channelsShift to social
More focused on CPI
Shift to iOSShift to display/bannersShift to offerwallsShift to free app networks
Q: “Compared to 2013, in 2014 my UA campaigns will...”A: %’s are top 2 box responses agreeing with the statement
TRENDS ON THE DOWN (& OUT?)
Source: AdColony 2013 Customer Survey (July 2013)
0%
25%
50%
75%
100%
Jan’13 Jul’13 2014
Q: “Compared to 2013, in 2014 my UA campaigns will...”A: %’s are top 2 box responses agreeing with the statement
• Advertisers continue to have a lower willingness to test new channels and partners today and in 2014 as ad spends continue to become more focused with proven and trusted partners
• Advertisers say they will be less focused on price (CPI) in 2014 and instead focus on ROI and CLV
• Ad spends on static ad formats (display, offerwalls, free app networks) are projected to remain limited and decline in 2014
TRENDS ON THE UP & UP
Source: AdColony 2013 Customer Survey (July 2013)
0%
25%
50%
75%
100%
Jan’13 Jul’13 2014
Increase in sizeIncrease in reach (geo)
Shift to videoMore focused on CLV than cost
Shift to interstitialsShift to AndroidShift to direct deals
Q: “Compared to 2013, in 2014 my UA campaigns will...”A: %’s are top 2 box responses agreeing with the statement
TRENDS ON THE UP & UP
Source: AdColony 2013 Customer Survey (July 2013)
0%
25%
50%
75%
100%
Jan’13 Jul’13 2014
Q: “Compared to 2013, in 2014 my UA campaigns will...”A: %’s are top 2 box responses agreeing with the statement
• Top advertisers expect to continue to increase budgets and expand the reach of their campaigns globally due to established tracking solutions and proven ROI
• Full screen ads (video, interstitials) continue to grow and secure a larger share of performance advertising budgets
• Advertisers continue to focus more on CLV than CPI
ADDITIONAL INSIGHTS
Source: AdColony 2013 Customer Survey (July 2013)
39%
31%
11%
11%
6%3%
Video Social (e.g. Facebook) Interstitials
Other Television Banners
What UA channel are you most excited about in 2014?
ADDITIONAL INSIGHTS
Source: AdColony 2013 Customer Survey (July 2013)
•Managing UA campaigns is a real-time commitment! 3/4 of top developers actively manage their UA campaigns multiple times a week if not daily
• Retention (2nd day), First session IAP and Tutorial completion are early indicators of a high quality loyal user who is likely to monetize directly in the future via IAP
• 100% of top developers use custom internal tools to analyze campaign results and ROI
• Localize! Top advertisers localize for 10+ geographies
For additional insights:
@BBuskas@AdColony