mobile ad market in russia: Оverview
TRANSCRIPT
© DataLead 2015
Mobile Ad Market in Russia:
OverviewEvgeny ‘John’ Marchenkov
Vice President of Sales
© DataLead 2015
About DataLead
The leading mobile user acquisition agency in Russia and CIS
We buy traffic by CPC/CPM
From trusted sources only: VK, OK, FB, Google
Create banners, apply targetings
We sell traffic by CPI
Provide huge volume:
40 000 Android and 25 000 iOS daily installs
We track installs using the most popular tracking systems
MAT, Adjust, AD-X, Appsflyer, Kochava and others
150+ clients trust us, including Tap4Fun, Machine Zone, AviaSales
© DataLead 2015
Global trends: OS market share
© DataLead 2015
Data from SMA Reports Q3 2014 © Opera Mediaworks
Global trends: OS market share
© DataLead 2015
Data from SMA Reports Q3 2014 © Opera Mediaworks
Russia Dec’14
Data from Statista.com
TOP 20 countries by Ad impressions and Revenue
© DataLead 2015
Data from SMA Reports Q3 2014 © Opera Mediaworks
http://operamediaworks.com/insights/sma_Q3_2014.html
Traffic types Incentive
Users that receive compensation for installing your app and/or performing an action
Pros and Cons:
+ Cheap, high volume of installs and/or reviews. Can be used to boost apps and get them on top in stores.
- Low quality, large up-front investments, no monetization, no user base for analysis
Non-incentive
Interested live users that will keep using the app if they like it after installation
Pro and Cons:
+ High quality, better and faster ROI, monetization
- Higher cost comparing to incentive
© DataLead 2015
Incentive traffic: Overview
Traffic providers in RU: TapJoy, PlanBMedia, Clickky, AppInTop, etc
Prices:
CPI $0.3+ real users;
Google Play: TOP 15 Overall - 15 000$+
iPhone: Top 5 – 15 000$+
iPad: Top 5 – 10 000$+
Case
App: GuessMe (Dating)
Platforms: iOS iPhone
Goal: Top-10 Overall Russia, Top-5 Social Networking category
Results:
Incentive 7000 installs per one day with CPI 0.3$
Non-incentive 8000 installs
Organic grow: 1000+ installs
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Non-incentive traffic: Overview
Top verticals
Games
Utilities
Datings
Services
E-Commerce
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Top sources
Mail.ru
VK
AirPush, InMobi, LeadBolt …
Non-incentive: Mail.ru (OK, Moi Mir)Target.mail.ru
Odnoklassniki – Number 2 social network in Russia
What: Colorful banner in the news feed with a heading, short description and “install” button
Where: Odnoklassniki and MoiMir mobile app and the mobile web-site
Targeting: platform, geo, interests, age, sex, etc.
Prices and volume:
Volume: 50 000+ installs per day
© DataLead 2015
Non-incentive: VKVk.com
VK.com = Russian Facebook
What: Colorful banner in the news feed with a heading, short description and “install” button
Where: Vk mobile app and the mobile web-site (no iOS App)
Targeting: platform, geo, interests, age, sex, etc
Prices and volume:
Volume:
iOS: 1 000+ installs per day
Android: 30 000+ installs per day
© DataLead 2015
Non-incentive: Facebook
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What: Colorful banner in the news feed with a heading,
short description and “install” button
Targeting: platform, geo, interests, age, sex, etc
Prices and volume:
Volume: 5000+ Daily installs
Prices - CPC:
Android: 0.03$ - 0.06$, iOS: 0.03$ – 0.08$
Case: GuessMe (Dating)
Volume – 1000+ Daily installs
CPI – 1.5$, CR – 40%
Case: India, 0.004$ CPC => CR 7.5% => 0.05$ CPI
Record: 0.0002$ CPC
Non-incentive: Google What: Colorful dynamic banners
Where:
On display network
On search network
AdMob network
Targeting: platform, geo, interests, age, sex, etc
Prices and volume:
CPI – 0.2$ - 15$
Volume: 50 000+
Case: GuessMe (Dating)
Volume – 1000+ Daily installs
CPI – 1.2$
Non-incentive: AirPush, InMobi,
LeadBolt…
What: Colorful dynamic banners
Targeting: platform, geo, interests, age, sex, etc
Prices and volume:
Volume: 5000+ Daily installs
Prices: 0.02$+ CPC
Unstable, unpredictable, inconsistent traffic
© DataLead 2015
Summary
Wanna reach TOP-5 in AppStore and Google Play?
Buy Incentive!
If you want to drive app installs in Russia by yourself
Start with Target.Mail.ru
Try Vk.com
Need high quality expensive audience
Go to Facebook, use Mobile Ads by Google
Need more traffic?
Give a chance to InMobi and LeadBolt
Want to buy installs by CPI -> Go to professionals
© DataLead 2015
