top 10 mobile user acquisition trends - adcolony
TRANSCRIPT
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July 2015
Top 10 UA Trends
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2013 2014 2015 2016 2017 2018 2019
$195.6 B
$166.6 B
$133.7 B
$101.4 B
$68.7 B
$42.6 B
$19.2 B
Mobile Advertising Budgets Are Growing
2
Top advertisers increasing app install spends with 47.2% CAGR projected through 2019.
eMarketer US Mobile Video Advertising Report - June 2015 and AdColony Spring 2015 Top 100 Grossing Developer Survey
30%
70%
Increasing Not Increasing
App Install Budgets US Mobile Advertising Market
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Quality Over QuantityQuality is king as an app install campaign KPI.
3
Source: AdColony Q1 2015 Top 100 Grossing Developer Survey
60%
70%
80%
90%
100%
96%
82%81%
78%78%
TargetingServicePriceVolumeQuality of User
Q: How important is each of the following in terms of evaluating ad network and UA campaign
performance?
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App Install Campaigns Continuing to Become More GlobalTop grossing developers are taking over the world for app installs.
4
Source: AdColony Q1 2015 Top 100 Grossing Developer Survey
17%
83%
Localize Assets Don’t Localize
42%
15%
42%
10+ 5-9 1-4
41%
59%
Increasing Geos Maintaining
Expanding Geos in 2015 Localization Regions Localized For
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Consolidation is UnderwayTop advertisers are relying on fewer, top performing partners.
5
Source: AdColony Q1 2015 Top 100 Grossing Developer Survey
9%
30%
61%
Consolidating Neutral Not Consolidating
2015 Mobile LumaScape
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Growth in Traditional MediaTelevision, out-of-home and print all growing.
6
Source: AdColony Q1 2015 Top 100 Grossing Developer SurveyTV Out of Home Print
7%
15%
35%
2%
6%
22%
Jul'14Jan'15
Top apps are becoming franchises and are being supported with ad spend across traditional marketing channels.
As on-device marketing becomes increasingly competitive, developers are looking are more traditional off-platform marketing opportunities
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Channel Excitement
7
Video is Most Effective and ExcitingMobile video ads rank #1 in UA effectiveness against campaign objectives
Source: AdColony Q1 2015 Top 100 Grossing Developer Survey
98%93%
72%
37%32%
28%26%19%19%
13%
Free App NetworksOffer WallsPlayable AdsNative AdsDisplay (banners)Direct DealsCross-promoDisplay (interstitial)Social (Facebook)Mobile Video Ads
50%
22%
9%9%
2%2%2%4%
OtherOut of HomeInterstitialsBannersTelevisionPlayable AdsSocialVideo
Channel Effectiveness
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2013 2014 2015 2016 2017 2018 2019
$6.9 B
$6.0 B
$5.1 B
$3.9 B
$2.6 B
$1.5 B
$0.7 B
Video is Exploding
8
Top advertisers increasing campaign spend in video, with a 52.61% CAGR projected through 2019.
eMarketer Worldwide Ad Spend March 2015 and AdColony Spring 2015 Top 100 Grossing Developer Survey
6%
13%
81%
Increasing Neutral Not Increasing
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Video is Expanding
9
Top advertisers utilize a mix of full screen 16x9 and in-feed 4x3 video.
Q1 IN-FEED VIDEO GROWTH
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Trend Toward Shorter Format Video
10
:10 :15 :20 :25 :30
INSTALL RATES
20-22 seconds is ideal for full-screen video, 6-8 seconds for in-feed.
CTR
:15 :20 :30 :15 :20 :30
CVR
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Methods Used
Data is ExplodingTop advertisers rely on look-alike modeling with mixed interest in retargeting.
11
Source: AdColony Q1 2015 Top 100 Grossing Developer Survey
Look-Alike Retargeting Not Effective Neutral Effective
Look-Alike Effectiveness
Not Effective Neutral Effective
Retargeting Effectiveness
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