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Welcome to #FlurryRoadTrip Paris Edition Wifi Network: Dojo_Saint_Martin3 Wifi Password: dojocreaistop
Yahoo 2016 Confidential & Proprietary
The Lineup
James Kelm Senior Director
Product Management
Show Me the Measurement: Monetizing Mobile Apps
Chris Klotzbach Director
Product Marketing
The State of Mobile: French Deep Dive
Yahoo 2016 Confidential & Proprietary
Flurry Explorer
Compare and filter data by custom events, session info, technical data, demographic and geographic information, attribution, and time period.
Flurry’s powerful analysis tool allows you to understand user behavior through instant queries.
How do your users interact with your app?
Where do users drop off in an event sequence?
What actions make your app sticky?
Yahoo 2016 Confidential & Proprietary
Take 5 minutes today to integrate Flurry Analytics into your app
Need more information? Send an email to integration@flurry.com
Get started at
developer.yahoo.com
JAMES KELM, SR. DIRECTOR, PRODUCT MANAGEMENT
SHOW ME THE MEASUREMENT: MONETIZING MOBILE APPS
Yahoo 2016 Confidential & Proprietary6
$31
$23
$33
$21
2014
IN-APP PURCHASES MOBILE ADS (EX. SEARCH)
Source: Flurry Analytics, eMarketer, AppAnnie, Apple
THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM…
2015
Global Mobile Revenues (Billions)
Yahoo 2016 Confidential & Proprietary7 Source: eMarketer.com
…AND MOBILE AD SPEND IS ONLY GROWING
$0B
$10B
$20B
$30B
$40B
2014 2015 2016 2017 2018 2019
$34$30
$26
$21
$15
$10
US Mobile Ad Spending 2014-2019
Yahoo 2016 Confidential & Proprietary
US TIME SPENT ON MOBILE
8
Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015
Yahoo 2016 Confidential & Proprietary9
YOUR IMPACT
Content Creation & Consumption
Shifting Users From Traditional MediaApp Commerce
Yahoo 2016 Confidential & Proprietary10
WHAT ADS ARE WORKING BEST FOR MOBILE APPS
Yahoo 2016 Confidential & Proprietary12
NATIVE AND VIDEO WORK BEST.
Native
Video
Yahoo 2016 Confidential & Proprietary13
WHAT IS NATIVE?
Native Advertising:
Third-party ads that match the look, feel, and visual context of the environment they are seen. Native ads are not branded content with an editorial voice.
Yahoo 2016 Confidential & Proprietary14
TOP PERFORMING CATEGORIES FOR NATIVE
SOCIAL
MESSAGING
NEWS & CONTENT
PHOTOGRAPHY
UTILITY & PRODUCTIVITY
Yahoo 2016 Confidential & Proprietary15
EXPLOSIVE GROWTH IN NATIVETotal Ad Requests by Region and Year-over-year growth
United States Rest of World
39.4B236.1B
76.1B
2.02T
+498%YoY Growth:
+2,548%YoY Growth:
Source: Yahoo, July 2016
Yahoo 2016 Confidential & Proprietary16
NATIVE IS GLOBAL
WEB APP
Source: Yahoo, July 2016
Yahoo 2016 Confidential & Proprietary17
NATIVE ADS DRIVE HIGHER ROI FOR PUBSNative vs Display eCPM
CPM
+227%
Source: Yahoo, July 2016
BANNER NATIVE
Yahoo 2016 Confidential & Proprietary18
WHAT DO VIDEO ADS LOOK LIKE IN 2016?
Video Advertising:
• Vertical
• In-Stream
• Interstitial
• Rewarded
Yahoo 2016 Confidential & Proprietary19
TOP PERFORMING CATEGORIES FOR VIDEO
GAMES
MESSAGING & SOCIAL
VIDEO & ENTERTAINMENT
MUSIC
PHOTOGRAPHY
HOW AND WHEN SHOULD I INTEGRATE ADS?
Yahoo 2016 Confidential & Proprietary21
DECIDE WHEN TO INTEGRATE ADS
DAY 01 or DAY ??
Yahoo 2016 Confidential & Proprietary22
DECIDE WHEN TO INTEGRATE ADS
DAY 01 or DAY ??
Yahoo 2016 Confidential & Proprietary23
UNDERSTAND AD IMPACT ON USER RETENTION
Yahoo 2016 Confidential & Proprietary24
WHAT’S NEXT?
Tune your Ad Experience:
• Analyze user experience(s)
• Fix performance issues
• Experiment with placement and frequency
• Segment your audience
Yahoo 2016 Confidential & Proprietary25
EXPERIMENT WITH PLACEMENT
Place video ads at a
natural break in the
app flow
Distribute native ads
throughout the content
of the app
Yahoo 2016 Confidential & Proprietary26
THINK ABOUT YOUR AUDIENCES
• Who are your users?
• Where do they come from?
• Are they making in-app
purchases?
• Segment users
• Purchasers
• Potential Purchasers
• Ad viewers
Yahoo 2016 Confidential & Proprietary27
MONEY MATTERS…
…But not at the expense of user experience
• Ad performance: Fill, CPM, CTR, Viewability
• Address low CTR
• Address low fill, viewability
Yahoo 2016 Confidential & Proprietary28
THE BOTTOM LINE
• Think native and video
• Integrate early
• Test and iterate
THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM
STATE OF MOBILE: FRENCH DEEPDIVE
Yahoo 2016 Confidential & Proprietary
FLURRY BY THE NUMBERS
31
APPS
830,000
DEVICES PER MONTH
2BSESSIONS PER DAY
10B
Source: Flurry Analytics
Yahoo 2016 Confidential & Proprietary
MONTHLY FLURRY SESSIONSDATA FROM OVER 830,000 APPLICATIONS
32
Sources: Flurry Analytics
300B
225B
150B
75B
2011 2012 2013 2014 20152009 20102008
MUSIC
GAMING
ENTERTAINMENT
SOCIALNETWORKING
TRAVEL
RETAIL
MESSAGING
TV
MEDIA
Yahoo 2016 Confidential & Proprietary
FLURRY IN FRANCE
33
APPS14,003
2,975Source: Flurry Analytics
COMPANIES
19%APP ACTIVITY ON FRENCH MADE APPS
Yahoo 2016 Confidential & Proprietary
KEY MOBILE GROWTH IN EUROPETRAILING 12 MONTHS YOY SESSION GROWTH
34
Source: Flurry Analytics, Trailing 12 Months YOY Session Growth , Aug 15-Aug 16
2%5%
8%
16%
Germany United Kingdom Europe France
Yahoo 2016 Confidential & Proprietary
FRANCE YOY SESSION GROWTH & DECLINE IN KEY APP CATEGORIES
35
Source: Flurry Analytics, 2015-2016
-31%-17%
14%53%
138%
217%
Business & Finance WeatherSports Books
& Reference
Utilities & ProductivityGames
Yahoo 2016 Confidential & Proprietary36
SMART PHONE PENETRATION IN EUROPEDEVICES PER POPULATION
1 SWEDEN 160%
2 NETHERLANDS 140%
3 UNITED KINGDOM 125%
4 FRANCE 86%
5 SPAIN 79%
6 GERMANY 77%
7 ITALY 70%
8 RUSSIAN 65%
9 POLAND 42%
10 UKRAINE 40%
Sources: Flurry Analytics, Sept 2016: UN Dept of Economic and Social Affairs; World Bank ’15 GNI Per Capita
Yahoo 2016 Confidential & Proprietary37
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FRANCE MOBILE USAGE PEAKS DURING LUNCH & LATE AT NIGHTFRANCE SESSIONS INDEXED BY HOUR
Yahoo 2016 Confidential & Proprietary
WORLDWIDE DAILY APP USAGE DISTRIBUTION (MILLIONS)
MOBILE ADDICTION CONTINUES TO RISE
38
Sources: Flurry Analytics
280
590
985
176
440
784
REGULAR USERS SUPER USERS MOBILE ADDICTS
Under 16 Times 16 to 60 Times 60+ Times
+34%
+26%
+59%
Q2 2014 Q2 2015
Yahoo 2016 Confidential & Proprietary
MOBILE ADDICTSCOMPARED TO WORLD POPULATION RANK
39
Sources: Flurry Analytics
1 CHINA 1,305
2 INDIA 1,216
3 UNITED STATES 319
4 INDONESIA 248
5 BRAZIL 202
6 PAKISTAN 182
7 NIGERIA 177
8 MOBILE ADDICTS 176
9 BANGLADESH 152
10 RUSSIA 141
2014
8 MOBILE ADDICTS 176
1 CHINA 1,320
2 INDIA 1,273
3 UNITED STATES 322
4 MOBILE ADDICTS 280
5 INDONESIA 255
6 BRAZIL 205
7 PAKISTAN 190
8 NIGERIA 183
9 BANGLADESH 158
10 RUSSIA 146
2015
4 MOBILE ADDICTS 280
Yahoo 2016 Confidential & Proprietary
US: MORE THAN 4 HOURS A DAYON MOBILE DEVICES IN THE US
40
251
220
162158
Sources: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015
MOBILE TIME SPENT (MINUTES)
20% BROWSER BROWSER
10%
TIME IN BROWSER
DECREASED BY HALF
-50%14% BROWSER BROWSER
9%
Q1 2013 Q2 2014 Q2 2015 Q4 2015
Yahoo 2016 Confidential & Proprietary
US TIME SPENT ON MOBILE
41
Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015
Yahoo 2016 Confidential & Proprietary
SAMSUNG DEVICES GAINING GROUND IN FRANCE
42
DEVICE DISTRIBUTION BY MANUFACTURE IN FRANCE
Sources: Flurry Analytics, 2015-2016 Device Distribution in France
AppleSamsungSonyWikoHuaweiHTC
42%51%
30%37%
5%3%
1%
5%
2%
2015 2016
2%2% 2%
Yahoo 2016 Confidential & Proprietary
PHABLETS DRIVING EARLY STAGE HARDWARE REFRESH27% OF ALL 2015 ACTIVATIONS WERE PHABLETS
43
Sources: Flurry Analytics, 2015
Full-size Tablets Small Tablets Phablets Medium Phones Small Phones
2015
2014
9% 9% 27% 54% 1%
11% 11% 13% 63% 2%
17% 12% 4% 64% 3%2013
Yahoo 2016 Confidential & Proprietary
PHABLETS: GREAT FORM FACTOR FOR MEDIA
44
GROWTH RATE OF MEDIA APPS OVER INDEXES ON PHABLETS
Sources: Flurry Analytics, 2014-2015 YoY Growth Rate
News & Magazines Sports Music, Media & Entertainment
21%53%135%
88%
274%
721%
5.16x
5.34x
4.19x
PHABLET ALL DEVICES
Yahoo 2016 Confidential & Proprietary
Full-size Tablet Small Tablets Phablets Medium Phones Small Phones
8%
85%
334%
81%
26%
117%
WORLDWIDE TIME-SPENT SKYROCKETS ON PHABLETSOVER INDEXES ON PHABLETS ALMOST 3 TO 1
45
Source: Time Spent on Mobile by Form Factor, Flurry Analytics, 2014 to 2015
Yahoo 2016 Confidential & Proprietary46
… BUT NOT ON TRADITIONAL TVChange in Hours Spent Watching Traditional TV per Month by Age Group
(Live + VOD + DVR, Q2 2015 v Q2 2010)
3
18
-16 -15
-42
-46
-36
-18
50-6465+P2+ 35-49 25-34 18-24 12-17 2-11
Change in Time Spent Watching Traditional TV by Age Group(Live + VOD + DVR, Based on Q2s)
-10%
-15%
-20%
-25%
-30%
-35%
-5%
0%
5%
10%
2010 2011 2012 2013 2014 2015
65++9%
50-64+2%
35-49-9%
US POP.-10%
2-11-15%
25-34-28%
12-17-31%
18-24-37%
Source: MEDIAREDEF I NIELSEN I @LiamBoluk
Yahoo 2016 Confidential & Proprietary
… BECAUSE MOBILE IS ABSORBING IT
47
198
139126
168168168
Q2 2013 Q2 2014 Q2 2015
TV Apps
Source: Flurry Analytics, US Department of Labor Statistics, Pandora, Facebook, comScore, NetMarketShare
US Time Spent (Minutes)
TIME SPENT IN MOBILE APPS AND TV
Yahoo 2016 Confidential & Proprietary
PHABLETS DOMINATE IN 2016QUARTERLY FORM FACTOR DISTRIBUTION FORECAST
48
Sources: Flurry Analytics, 2016: Note: Form factor distribution projections based on linear and second degree polynomial regression models
Full-size Tablets Small Tablets Phablets Medium Phones Small Phones
2Q 2017 3% 9% 59%
35%
1%
29%
4% 9% 52%
39%6% 9% 46%
1Q 2017
4Q 2016
3Q 2016
2Q 2016
1Q 2016
4Q 2015
43%7% 9% 41%
47%8% 9% 36%
49%8% 9% 32%
1%51%9% 10% 29%
THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM
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