Irina Tripapina, Head of International Development, myTarget (Mail.ru Group)

User acquisition in Russia

Agenda Russian mobile market; myTarget (short) platform review; Real cases with pain and glory; Summary.

Russian myths

#5 market by app installs 50 mln smartphones and growing

Market size:Myth #1

Top grossing in Russia: Elex Technology, Supercell, Machine Zone, Wargaming, Tap4fun, IGG, EA.

Social status:Myth #2

Complexity:Myth #3

Simple interface + API; Strong accounting team; Common international principles; 61% ads from China, USA & EU.

Russian specific

Device share24%

66%

5% 5% Android: high share &

growth Windows Phone presence Feature Phones lose market

to cheap Android devices

Source: myTarget data

VK Google Facebook0

1

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8

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0

2

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1817

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10

DAU MAU Usage days

Popular apps Local social network (part

of myTarget) is #1 app on the market.

Source: TNS, Cities 700k+, 12-64

Language shareSpeak English

7%

Don't speak English93%

London is the capital of Great Britain!

Let me speak from my heart!

Who is on duty today?

Source: Russian census

myTarget platform review

Mail.ru group

• #1 publisher in Russia (AppAnnie)

• owns 3 domestic social networks• 3500 full time employees• Listed at London stock exchange

myTarget by Mail.ru Group

• Ad serving technology• Full MRG data & traffic• Tech & accounting teams

myTarget apps

50 000 000 active users

Benchmarks (average)

10%Store CR

1$CPI

0.1$CPC

1%CTR

Case Real studies

СResults

NDA

• Targeting competitors’ groups, letsplayers’ followers

• New set of creatives every week• Localization• Link parameters to track

payments

King of thieves

• Dozens of different audiences• Hundreds of creatives• Segmentation after initial tests• Smart tracking and analytics• Support of myTarget team

CTR:CPI:

0.9%$1.1

EZPZ game installs

Results

Banner fight!

• Over 30 creatives per campaign• Simple texts• Segmentation: iPad/iPhone• Ages split (5-15 years)• WI-FI, retargeting• Bid optimization

Evolution LTV

ROI:CPI:

279%$2.3

Results

ROI:CPI:

279%$2.3

Results2x more installs +60% CR growth

• Non-stop audiences and banner tests;

• Android promotion;• Engaging creatives;• Audiences segmentation.

WoT optimization

0.62%155 000

ResultsCPI:Installs:

• 586 banners (5 % in the end)• Hundreds of audiences• All types of targetings: auto, food,

etc.• Hot news titles for banner texts

Top story retention

Bannerfight!

D0 D1 D2 D3 D4 D5 D6 D7

100

44.632.1 27 23.1 20.4 20.8 20.9

Retention, %

• Installs: 155 782• CPI: $0,62• Day 7 Retention

20%• 45 000 daily actives

Results

DAU trend

Series1

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20000

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No-name case

Campaign overview

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20,000 0

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Banners created Google Play top overall rank

Summary

Lookin’ for some traffic?

Main tips• Localization: App translation and optimization (e.g. local social network login), ASO;• In-house test first;• Proper tracking and control;• Targeting specific: social games, groups, apps;• Cross-device data usage;•Direct contact with myTarget manager.

Questions? mtm@corp.my.com