Simon Podd, Flurry


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The Lifecycle of a Mobile Game -- Simon Podd, Director of Sales at Flurry Winter Nights: Mobile Games Conference 2014

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  • Firstly, apologies. You were probably expecting to hear from my older and definitely wiser MD – RF. Unfortunately he recently suffered a bereavement in his family and had to fly to Tenerife to make the funeral arrangments. Before he left he asked me to deliver a slightly different presentation. It was our thinking that Flurry presents at a lot of data and insights specific to the gaming category at conferences, however, as this category is becoming more mature and you have alredy heard from the likes of Appannie we thought it would be useful to provide more of a general overview of the Apposhere or Appnation – looking at which app categories and countries are seeing impressive growth. This is worth noting because it means more traditional sectors and companies see mobile apps as an increasingly important and vital part of their way to connect with people. This is turn brings more money into mobile as a channel. As developers and publishers of mobile games you are feeding this frenetic growth in the adoption of apps. Combined, the reach/size of your audiences rivals that of more traditional mediums such as TV, radio, press and online. This audience is hugely attractive to advertisers and they are looking to spend more and more advertising dollars in mobile. This presents a huge opportunity to you. So we’ll take a look at how you can tap into this revenue opportunity and maximise your income while not disrupting your players enjoyment of the game by beneftitting from big data.
  • We are known among the app industry as the leading analytics data provider, and the go to advertising partnerWe have 3 main services: 1. Analytics, 2. A demand side platform – AppCircle and 3. A supply side platform – AppSpot. The analytics data is provided by our developers and their audience that uses their apps. That data drives our targeting capabilities for advertisers using AppCircle, which they use to build an app audience or run performance marketing campaigns for brands. That data also powers the AppSpot publishing platform that leading app developers and publishers use to optimize monetization through advertising.This just gives you a sense of the power of the data and how it is used across the two platforms. We have over a 120k companies using Analytics across 390k apps. Each month, we see over 1.2B devices and record 1.9T data points – a figure that has doubled since the beginning of the year. All that data, powers AppSpot which has exploded to reaching 250M devices since the beginning of the year when we took the service GAAnd, AppCircle which is reaching a number of monthly uniques that is on par with top comScore sites.
  • Hopefully, the scale of that data sounds impressive on it’s own, but here is how it compares to other players in the space. This graph displays the number unique smart devices that we track in apps each month compared to other leading companies in mobile. We have been collecting app consumption data on these devices since 2008.We see more mobile data than any other company in the world.
  • So how does all this app consumption compare to mobile web? There’s no denying it; mobile means apps.Apps are the go to content experience for smart device owners. You can see here that the mobile web is not where the growth is coming from. In fact, over the last 2yrs, we have found that you’re average smart device users spends significantly more time in apps than the web period.
  • Over 30 countries growing at 200%+ CAGRRomania over 100%Africa, middle east and parts of latambrowing at insane ratesUS and Europe the most mature, adopted smart-devices earlierChina the largest active smart-device market with over 300m MAU but is also one of the fastest growingChina overtook US in Jan this year.
  • Social – Twitter, Dating Media and Entertainment – BBC, ITV, Sky GoShopping – Amazon, Argos, Next, Topman, Debenhams, Productivity – Dropbox, Google Mail, Evernote,Utilities – QR Code, Find my phone, Vodafone, speed test
  • At Flurry, we see programmatic as the future of mobile advertising. To us this means the ability to marry Flurry data to impressions across the apposphere. We’re not alone. As you can see from thiseMarketer chart. Non-programmatic buying will be squeezed out by programmatic and RTB by the year 2017.
  • Flurry helps marketers meet these challenges by combining the most extensive data set with optimization algorithms to drive the best investment outcomes and consumer relationships.
  • The great news is that Allthis activity, all this data is improving the precision of targeting advertising.At the launch of mobile, we were restricted to contextual-based advertising. We targeted properties where we perceived our consumers might be- without any insight into whether or not they were actually there. Today the power of Big Data has allowed the industry to move beyond context, to target based on demographics, location, time of day, and device. This is amazing and exciting to me because We’re now seeing a new era of precision, that breaks away from context entirely and focuses on real behavior, down to the impression level.Targeting behavioral personas in an RTB marketplace delivers the precision the industry has been waiting for
  • I’m sure other companies have created forms of behavioral targeting but at Flurry we’ve developed what we call Personas? Classifications of users based on their behaviors and the apps they use.For example, a member of the business traveler persona might use flight booking, taxi, and business apps.Importantly, members of this persona engage in these apps significantly more than the average user – 25x moreAnd personas are updated frequently, to ensure recency of intentWhat we find is members of personas aren’t always in the places you’d expectAnd this where games are important
  • Take for example the male-dominated personas of Sports Fans, Finance Geeks, and Business TravelersIf you targeted based on context- say, Sports apps- you’d only be capturing a tiny percentage of the target user’s timeIn fact, Sports Fans only spend 3% of their time on their mobile devices in Sports apps!!!You’d be better off targeting games and social networking, where they spend more timeThe point is to choose ad partners that have not only the audience data but also the capability of finding the right users for you regardless of where they are in the apposphere. This delivers higher performing campaigns at greater scale.
  • Another valuable audience segment are Mom’s. What’s interesting to me is that not all moms are the sameThe combination of behavior and device reveals differences in this important PersonaMoms with older children are more likely to be found on their tablets (they have two free hands it turns out) while New moms are balancing baby in one hand and the phone in the other. Only 10% of their time is spent on tabletsSo behavioral precision is key to reaching your target audience. But how can you best achieve this precision?Just looking at these few examples and considering the targeting options from context to persona. You can imagine there are millions of different signal combinations that exist in matching your ad with the right consumer in right the impression. Which is why RTB and data are such a great fit…
  • Three takeaways for advertisers – 1. Have an Analytics solution and make sure that you put those insights to good use when you’re executing ad buys. 2. Make sure you’re laser focused on what your users are doing in your app. What do your best users look like? What Events are they completing? What path are they taking to get to those Events? How can you acquire more of them? 3. It’s all about scale. Once you know your target audience the hope is to acquire a lot of them. Big data + RTB can make that happen.
  • Simon Podd, Flurry

    1. 1. The State of Appnation SIMON PODD | SNR DIRECTOR, EMEA Winter Nights, St Petersburg, 7th February 2014
    2. 2. Flurry is the leading mobile advertising and analytics provider Publisher Advertiser Audience AppCircle Applications: 10,000+ Devices/month: 300M Conversions/month: 120M AppSpot Applications: 2,500+ Devices/month: 250M Impressions/month: 7.5B Analytics Applications: 390,000 Devices/month: 1.2B Data points/month: 1.9T
    3. 3. Monthly device reach (millions) Flurry has the deepest insight into consumer behavior on mobile 1200 875 700 400 320 0 200 400 600 800 1000 1200 1400 Flurry Facebook Google Millennial Media Twitter
    4. 4. App Adoption? Time spent on mobile devices 4 73% 81% 87% 27% 19% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 Mobile Web Apps
    5. 5. Mobile Content Explosion? App starts on the Flurry platform 5 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
    6. 6. Global Adoption? 100% Growth is the Norm Growth in active connected devices 6 <0%0-99%100-199%200-299%300%+
    7. 7. Developers with an Audience over 1m MAU Great Contribution from the Independent App Developers 7 - 100 200 300 400 500 600 700 800 900 1,000 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
    8. 8. Global Mobile Developer Explosion? Percentage of active apps by developer country 8 0 10 20 30 40 50 60 70 80 90 100 2011 2012 2013 Other US 55% 45% 64%55% 36%45% Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated
    9. 9. Total time spent in apps by user country and app country of origin The US Losing its Lead? 9Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013 59% 35% 25% 16% 13% 8% 5% 7% 64% 8% 33% 44% 56% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% United States United Kingdom Brazil China Other Brazil China United Kingdom United States Percentageoftotaltimeinapps User country App country of origin
    10. 10. Disruption Across Multiple Industries Source: Flurry Analytics WW Session in iOS and Android Apps
    11. 11.
    12. 12. Worldwide programmatic ad spend is currently $12B, jumping to $32B by 2017 The programmatic & RTB opportunity 12Source: eMarketer
    13. 13. Opportunities for today and tomorrow… Big Data can create enormous opportunity, but only for those that can intelligently harness it Intelligent Algorithms can better predict and identify patterns and signals that lead to successful marketing outcomes RTB Exchanges enable marketers to be more efficient and use data like never before – with precision and in real time
    14. 14. Big Data powers the evolution from Perception to Precision
    15. 15. How to create a behavioral persona Behavioral personas show that our target audiences are often in places we don’t expect 1. Identify business travelers based on what apps they use 2. Qualify only users who engage in apps 25x the average 3. Update membership bi- weekly • Flight Booking • Business Management • Taxi • Dining Reservations
    16. 16. Men might not be where you think they are Sports Fans only spend 3% of their time in sports apps Business travelers only spend 2% of their time in travel apps Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices Time spent on mobile devices 52% 55% 41% 6% 7% 13% 19% 21% 13% 19% 17% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sports Fans Personal Finance Geeks Business Travelers All Other Finance Sports Travel Newsstand SocialNetworking Games
    17. 17. To find Moms, target iPads; to find New Moms, target iPhones Time spent on mobile devices Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices 91% 41% 9% 59% 0% 20% 40% 60% 80% 100% New Moms Moms iPhone iPad
    18. 18. Big Data - Solving the Needs of the Mobile Marketer • Events • Segments • Funnels • Audience • Demographics • Personas • Target your consumers • Build more loyal audiences
    19. 19. Thanks! @flurrymobile
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