worldwide mobile traffic:how to buy facebook mobile traffic effectively

How to Buy

Facebook Mobile

Traffic Effectively Evgeny Marchenkov

Vice President of Sales and Marketing

evgeny@datalead.com

© DataLead 2015

About DataLead

The leading mobile user acquisition agency in Russia and CEE

You pay for installs (CPI)

Only trusted sources : Facebook, MyTarget (VK, OK), Google

All GEOs, including US, FR, DE, BR, MX, IN and others

Everything inclusive (Banners, targetings, etc)

Provide huge volume:

175 000 Android and 75 000 iOS daily installs

We track installs using the most popular tracking systems

MAT, Adjust, AD-X, Appsflyer, Kochava + S2S intergration

300+ clients trust us, including:

AliExpress, Machine Zone, Electronic Arts, Badoo and others

© DataLead 2015

Global trends: OS market share

© DataLead 2015

Data from SMA Reports Q1 2015 © Opera Mediaworks

Global trends: OS market share

© DataLead 2015 Data from SMA Reports Q1 2015 © Opera Mediaworks

OS / device % of traffic % of revenue

Android 65.17% 45.77%

Phone 62.45% 42.46%

Tablet 2.72% 3.31%

iOS 22.34% 45.44%

iPhone 17.22% 27.29%

iPad 3.99% 17.45%

iPod 1.14% 0.69%

BlackBerry 1.87% 1.96%

Symbian 3.99% 1.27%

Windows 0.16% 0.09%

Other 6.46% 5.48%

TOP 20 countries by Ad impressions and

Revenue

© DataLead 2015

Data from SMA Reports Q1 2015 © Opera Mediaworks

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, no monetization, no user base for analysis

Non-incentive

Real users that will keep using the app if they like it after installation

Pro and Cons:

+ High quality, better ROI, RR and monetization

- Higher cost comparing to incentive

© DataLead 2015

Mobile ad networks for games

http://www.appsflyer.com/blog/the-appsflyer-gaming-performance-index/

Mobile ad networks for games

http://www.appsflyer.com/blog/the-appsflyer-gaming-performance-index/

DataLead’s global experience

© DataLead 2015

Verticals

Games

Utilities

Datings

Services

E-Commerce

Traffic sources

Facebook

My.Target (ok,vk,mail.ru)

Google

CPI rates on Facebook: Games

© DataLead 2015

GEOs iOS CPI Android CPI

Tier1 US,AU,GB,CA... $2 - $7 $1 - $5

Tier2 FR,ES,PT,GR... $2 - $4 $1 - $3

Tier3 IN,ID,BR,MX... $1 - $3 $0.8 - $2

Tips and tricks

Interest targeting (broad and specific)

High CTR with video ads

“Play Game” button

CPI rates on Facebook: Datings

© DataLead 2015

GEOs iOS CPI Android CPI

Tier1 US,AU,GB,CA... $3 - $5 $2.5 - $3.8

Tier2 FR,ES,PT,GR... $2.5 - $3.5 $1.5 - $2

Tier3 IN,ID,BR,MX... $1 - $2.3 $0.5 - $1

Tips and tricks

Broad targeting

New format “Multiple ads” is

working good

CPI rates on Facebook: Utilities

© DataLead 2015

GEOs iOS CPI Android CPI

Tier1 US,AU,GB,CA... $0.8 - $1.2 $0.5 - $0.8

Tier2 FR,ES,PT,GR... $0.4 - $0.8 $0.2 - $0.4

Tier3 IN,ID,BR,MX... $0.3 - $0.5 $0.12 - $0.3

Tips and tricks

Broad targeting

“Use app” button

CPI rates on Facebook: e-Commerce

© DataLead 2015

GEOs iOS CPI Android CPI

Tier1 US,AU,GB,CA... $2.5 - $5 $2 - $4

Tier2 FR,ES,PT,GR... $1.8 - $2.5 $1.5 - $2

Tier3 IN,ID,BR,MX... $0.7 - $1.5 $0.5 - $1

Tips and tricks

Interest targeting (broad and

specific)

“Multiple ads” + Online shopping

targeting

Client’s case

© DataLead 2015

Initial situation

2 years-old game

Almost every affiliate network has this offer

Vast amount of installs has been driven during this period

A lot of incentivized traffic

In-house Facebook team

Goals

Drive installs in Central and Eastern Europe

CPI ratecard for every country

High quality: Retention rate, player progression, ROI

Approved banners only

Client’s case

Solution – 4 steps testing strategy

Step 1: Test creative with broad targeting

Step 2: Test targeting with best ads

Ad Set with broad interest

Ad Set with specific interest

Step 3: Test bidding strategy with best ads

oCPM and CPC for best Ad Sets

Step 4: Test best creative with best targeting and best bidding strategy

Ideal campaign structure

2 Ad Sets, 4 banners per Ad Set

oCPM if Target Audience > 1 mln

Client’s case

Installs

CPI

40+ Banners

Targetings

Client’s case

Client’s feedback

"Very strong monetization last week.

Good monetization this week."

"Strong engagement."

"This banner is performing best on

both iOS and Android. Driving

majority of installs at a higher CTR

and higher CTI"

Questions? Evgeny Marchenkov

Vice President of Sales and Marketing

evgeny@datalead.com

© DataLead 2015

Thank you! Evgeny Marchenkov

Vice President of Sales and Marketing

evgeny@datalead.com

© DataLead 2015