mytarget vs facebook. media buying in russia and abroad

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

Questions?

Send «hello» email to

hello@datalead.com

And get the full presentation

© DataLead 2015

Thank you all!

Evgeny Marchenkov

VP of Sales and Marketing

evgeny@datalead.com

DataLead