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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
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1817
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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
30000
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50000
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? [email protected]
