mytarget vs facebook. media buying in russia and abroad

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myTarget vs Facebook Media Buying in Russia and Abroad Evgeny Marchenkov VP of Sales and Marketing DataLead

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Page 1: 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

Page 2: myTarget vs facebook. Media Buying in Russia and Abroad

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

Page 3: myTarget vs facebook. Media Buying in Russia and Abroad

World is going mobile

© DataLead 2015

Data from Mobile Marketing Statistics 2015 © SmartInsights

Mobile users 1,8 billion

Desktop users 1,7 billion

Page 4: myTarget vs facebook. Media Buying in Russia and Abroad

Global mobile markettraffic and revenue share by OS

© DataLead 2015

Data from SMA Reports Q2 2015 © Opera Mediaworks

Page 5: myTarget vs facebook. Media Buying in Russia and Abroad

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%

Page 6: myTarget vs facebook. Media Buying in Russia and Abroad

© DataLead 2015

Data from Statista.com

Page 7: myTarget vs facebook. Media Buying in Russia and Abroad

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

Page 8: myTarget vs facebook. Media Buying in Russia and Abroad

Global game publishers - iOS

Report

Page 9: myTarget vs facebook. Media Buying in Russia and Abroad

Global game publishers - Android

Report

Page 10: myTarget vs facebook. Media Buying in Russia and Abroad

Global publisherseCommerce, Travel and Utility apps

© DataLead 2015 Data from The AppsFlyer Performance Index for eCommerce, Travel and Utility Apps

Page 11: myTarget vs facebook. Media Buying in Russia and Abroad

© DataLead 2015

Data from Data from Wikipedia

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Page 12: myTarget vs facebook. Media Buying in Russia and Abroad

© 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

Page 13: myTarget vs facebook. Media Buying in Russia and Abroad

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

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Page 14: myTarget vs facebook. Media Buying in Russia and Abroad

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

Page 15: myTarget vs facebook. Media Buying in Russia and Abroad

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

Page 16: myTarget vs facebook. Media Buying in Russia and Abroad

Mobile traffic for utilities

© DataLead 2015

Average CPI 0,35 USD 0,4 USD

Average 2d day RR

40% - 45% 45%

RU TIER 1

Page 17: myTarget vs facebook. Media Buying in Russia and Abroad

Konstantin Sevryukov

Product Manager

Unalis Corporation

Page 18: myTarget vs facebook. Media Buying in Russia and Abroad

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

Page 19: myTarget vs facebook. Media Buying in Russia and Abroad

Denis Litvinov

Head of Business Development

Alibaba Mobile Business Group

Page 20: myTarget vs facebook. Media Buying in Russia and Abroad

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

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Page 21: myTarget vs facebook. Media Buying in Russia and Abroad

Summary

Page 22: myTarget vs facebook. Media Buying in Russia and Abroad

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

Page 23: myTarget vs facebook. Media Buying in Russia and Abroad

Questions?

Send «hello» email to

[email protected]

And get the full presentation

© DataLead 2015

Page 24: myTarget vs facebook. Media Buying in Russia and Abroad

Thank you all!

Evgeny Marchenkov

VP of Sales and Marketing

[email protected]

DataLead