Para ajudar os profissionais de marketing a compreender as faces do mercado mobile, a AppsFlyer preparou um report com os principais insights do mercado de aplicativos no Brasil. Não perca!

1. Vamos falar do que
realmente importa em Mobile

2. From Latam with
Staff Traffic (NOI)
3x (2018 vs. 2017)
Flavio Levi Moreira
Sales Director - Brazil
Luiz Lima
Sales Executive - Brazil
Marlon Felipe Luft
Regional Marketing
Manager, LATAM
Ricardo Pereira Araújo
Customer Success
Manager
Luis Miguel una-Stapel
Senior Customer
Success Manager
Daniel Junowicz
Managing Director -
LATAM
Diego Valderamma
Customer Success
Manager
Camila Carneiro
Partner Development
Manager - LATAM

3. 1 in 3
Customer-Obsessed
CUSTOMER
RETENTION
97%
CUSTOMER
FACING

4. Product-Driven
LARGEST
R&D
TEAM
2.5X INDUSTRY
AVERAGE
FASTEST
RELEASE
CYCLE
3X INDUSTRY AVERAGE

5. FRACTIONAL
ATTRIBUTION
FROM FIRST ASSIST TO
LAST CLICK
CROSS-DEVICE,
PEOPLE-BASED
INSIGHTS
ALONG THE CUSTOMER
JOURNEY
UNIQUE SCALE &
MACHINE LEARNING
FOR UNPARALLELED
COVERAGE
PEOPLE-BASED
ATTRIBUTION
MOBILE FRAUD
PROTECTION
MULTI-TOUCH
ATTRIBUTION
Road Map

6. The State of App Marketing:
Brazil
2018 vs. 2017 Trends

7. Data Sample
3 Billion
Installs
350 Billion
App opens
$170 Million
Revenue
120 Million
Installs with cost data

8. FOCUS
Overall Market Trends

9. INSTALLS

10. Non-Organic Organic
Q
2-2018
Non-Organic Rising
Share of Non-Organic Installs in the App Install Pie
80%
Q
1-2018
Q
4-2017
Q
3-2017
Q
2-2017
Q
1-2017
Q
4-2016
Q
3-2016
31%
25%
19%20%22%20%
31% 35%
78%
80% 81%
75%
69% 69%
65%

11. Apps Increasingly Investing
in Paid Channels
YoY Growth in Average Number of Installs Per App
2017
Non-Organic Organic
20182016
+165%
+15%
+9%
+3%

12. Popularity of Video Surging
Share of Paid Installs Attributed to Video Ads
2.2%
3.6%
8.8%
2017 20182016

13. Top Media
Sources by
Installs & Client
Adoption
(April-May)
2016

14. 2016
Top Media
Sources by
Installs & Client
Adoption
(April-May)
2017
+8
+10

15. 2016
Top Media
Sources by
Installs & Client
Adoption
(April-May)
+9
-3
+5
2018
2017
+8
+10 +11

16. 1-2-3 Takeaways
Apps investing in non-organic amid
organic decline and increased confidence
in data & analytics
Marketers turning to video to drive quality
installs at scale
Media landscape in Brazil relatively
unchanged
1
2
3

17. ENGAGEMENT

18. sli.do
#mamasp

19. Loyalty from Organic Users Dropping
Day 30 Retention
5.5% 5.6%
Non-Organic Organic
6.2%
5.7%
2017 2018

20. Long-Term Retention is Slightly Decreasing
Week 12 Retention
5.7%
5.5%
2017
Non-Organic Organic
7.3%
7.1%
2018

21. Engagement Challenge → Retargeting
Average Retargeting Conversions Per App Running Campaigns (2017 vs. 2018)
+73% +52%

22. 1-2-3 Takeaways
Retaining app users over time is a major challenge
Marketers are increasing their investment to bring
users back to their app, especially in Android
Marketers should focus on retention-driven
optimization, devise aggressive re-engagement
plan using multiple channels
1
2
3

23. LTV

24. Revenue-Driven Optimization Driving Results on iOS
Day 90 LTV By Platform (USD)
2017 2018
0.74
1.34
1.67
0.76

25. Non-Organic Closing Gap with Organic
Day 90 LTV By Type (USD)
Non-Organic Organic
2017 2018
0.71
0.78
0.89 0.88

26. More Users Spending Money in Apps, But Number Still Low
Share of Paying Users (90 Days)
2017 2018
2.7%
3.3%
2.9%
3.5%

27. Non-Organic Optimization Up 60%
Share of Paying Users (90 Days)
2017 2018
2.0%
3.2%
2.6%
3.4%
Non-Organic Organic

28. Revenue-related KPIs mainly positive across the
board; Good job marketers!
iOS LTV outperforms Android, among paying users
the OS gap is less significant
Difference between organic and non-organic LTV is
narrowing thanks to increased growth of the latter
1-2-3 Takeaways
1
2
3

29. Cost & ROI

30. Media Cost Shows 5X Higher Growth Rate on Android
Cost Per Install (USD)
2017 2018
0.60
0.74
0.88
0.92

31. ROAS: Room For Improvement
Return on Ad Spend (90 Days)
2017 2018
40.8%37.8%
Break-even point

32. 1-2-3 Takeaways
Price of media keeps rising but LTV is growing
faster, leading to improved ROAS
ROAS relatively low due to a low LTV
Focusing on LTV-driven optimization to boost
revenue will push ROAS forward thanks to low CPI
1
2
3

33. FRAUD

34. Fraud Comes in Waves
Overall App Install Fraud Rate Trend
Jan 18 Feb 18 Mar 18 Apr 18 May 18
10.1%
15.0%
13.4%
14.3%
18.8%
June 18
11.2%

35. $82M
Scale, Lack of Sophistication Attracts Fraudsters
Financial Exposure (January-May 2018)

36. 1-2-3 Takeaways
Protect Yourself1

37. UNVEILING
App Install Market Predictions
Industry-First!

38. sli.do
#mamasp

39. Predictive Model
● 5 statistical models applied
● Based on AppsFlyer’s historical data comprising of:
● 25 billion installs
● $16 billion in ad spend
● 50,000 apps
● Marketing-driven app installs divided into two groups:
1. Attribution market
2. Non-attributed market
● Other parameters
1. 3rd party mobile attribution market share data
2. CPI prediction per region
3. Number of apps in stores
4. Number of installs

40. Mobile Attribution keep biting of the
Non-Attributed share
Non-Organic Installs in LATAM in Billions (2017-2020)
0.8
1.6
2017 2018 2019 2020
1.1
2.6
1.4
3.7
1.7
4.6
2.4
3.7
5.1
6.3
55%
37%
Mobile Attribution Non-Attributed YOY Growth
23%

41. High Growth Rate Predicted in Spend
Despite Relative Slowdown
App Install Ad Spend in LATAM, in Billions (2017-2020)
Mobile Attribution Non-Attributed YOY Growth
2017 2018 2019 2020
$1.8
$1.2
$3.1
$1.7
$3.0
$4.8
$6.8
$4.6
$2.2
$6.0
$2.5
$8.5
58%
41%
26%

42. 1-2-3 Takeaways
The Mobile Attribution market in LATAM is expected to
grow at the expense of the non-attributed market as
more apps realize the need
The equation is clear:
Higher cost + more paid campaigns + more apps
+ increased mobile use + more users
= increased spend
With maturity, growth slows but remains robust
1
2
3

43. THANK YOU!