worldwide mobile traffic:how to buy facebook mobile traffic effectively

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  • 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

    http://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.html

  • 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%

    http://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.htmlhttp://operamediaworks.com/insights/sma_Q3_2014.html

  • TOP 20 countries by Ad impressions and

    Revenue

    DataLead 2015

    Data from SMA Reports Q1 2015 Opera Mediaworks

    http://operamediaworks.com/innovation-and-insights/state-of-mobile-advertisinghttp://operamediaworks.com/innovation-and-insights/state-of-mobile-advertisinghttp://operamediaworks.com/innovation-and-insights/state-of-mobile-advertising

  • 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/

  • DataLeads 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

  • Clients 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

  • Clients 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

  • Clients case

    Installs

    CPI

    40+ Banners

    Targetings

  • Clients case

    Clients 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

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