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3 Mobile User Acquisition Megatrends for 2016

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3 megatrends in mobile user acquisition to look out for in 2016

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3 Mobile User Acquisition Megatrends for 2016

  1. 1. 3 UA megatrends for 2016 Eric Benjamin Seufert
  2. 2. Who am I? Mobile Dev Memo Freemium Economics VP of User Acquisition & Network Engagement
  3. 3. 2015 megatrends
  4. 4. 2015 megatrends • Continued surge of Video;
  5. 5. US Mobile Video Ad Spending 2015 – 2018 (projection, billions) Source: eMarketer $2.62 $3.94 $5.09 $5.96 34% 41% 45% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% $- $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 2015 2016 2017 2018 Mobile Video Ad Spend Mobile Video Ad Spend, Percentage of Total
  6. 6. 2015 megatrends • Continued surge of Video; • Continued decline of mobile web;
  7. 7. Time Spent on Mobile Devices (minutes per day) Source: Flurry 158 162 220 20% 14% 10% 0% 5% 10% 15% 20% 25% 0 50 100 150 200 250 Q1 2013 Q2 2014 Q2 2015 Time Spent on Mobile Percentage of Mobile Time Spent in Browser
  8. 8. 2015 megatrends • Continued surge of Video; • Continued decline of mobile web; • Rise of the “viral gimmick app”;
  9. 9. 2015 megatrends • Continued surge of Video; • Continued decline of mobile web; • Rise of the “viral gimmick app”; • Growing impact of ad fraud;
  10. 10. 2015 megatrends • Continued surge of Video; • Continued decline of mobile web; • Rise of the “viral gimmick app”; • Growing impact of ad fraud; • Incipient development of walled gardens.
  11. 11. 2016!
  12. 12. Megatrend 1: Growth of the Simultaneous Second Screen
  13. 13. Megatrend 1: Growth of the Simultaneous Second Screen
  14. 14. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money:
  15. 15. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money: • Competitive;
  16. 16. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money: • Competitive; • Social;
  17. 17. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money: • Competitive; • Social; • Time-limited.
  18. 18. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money: • Competitive; • Social; • Time-limited. Opportunities:
  19. 19. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money: • Competitive; • Social; • Time-limited. Opportunities: • Social fantasy sports;
  20. 20. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money: • Competitive; • Social; • Time-limited. Opportunities: • Social fantasy sports; • Betting;
  21. 21. Megatrend 1: Growth of the Simultaneous Second Screen Supports app features most tightly associated with spending money: • Competitive; • Social; • Time-limited. Opportunities: • Social fantasy sports; • Betting; • Content extension (popular TV shows, etc.).
  22. 22. Megatrend 2: Shift to Managed Services
  23. 23. Megatrend 2: Shift to Managed Services Source: Mobile Dev Memo UA Questionnaire, http://mobiledevmemo.com/mobile-ua-questionaire-responses/
  24. 24. Megatrend 2: Shift to Managed Services Source: Mobile Dev Memo UA Questionnaire, http://mobiledevmemo.com/mobile-ua-questionaire-responses/
  25. 25. Megatrend 2: Shift to Managed Services • “No man’s land” of UA spend between $50 – 200k / month;
  26. 26. Megatrend 2: Shift to Managed Services • “No man’s land” of UA spend between $50 – 200k / month; • Many companies employing 1-3 people for spending <$200k / month, roles are becoming increasingly expensive & difficult to staff;
  27. 27. Megatrend 2: Shift to Managed Services • “No man’s land” of UA spend between $50 – 200k / month; • Many companies employing 1-3 people for spending <$200k / month, roles are becoming increasingly expensive & difficult to staff; • Technology and analytics requirements for effective / efficient UA are growing, probably outside scope of most developers’ non-core services.
  28. 28. Megatrend 3: Growth of multi-device attribution
  29. 29. Megatrend 3: Growth of multi-device attribution • Programmatic advertising may hit its stride on mobile in 2016;
  30. 30. Megatrend 3: Growth of multi-device attribution
  31. 31. Megatrend 3: Growth of multi-device attribution • Programmatic advertising may hit its stride on mobile in 2016; • Video will only become more important in 2016;
  32. 32. Megatrend 3: Growth of multi-device attribution
  33. 33. Megatrend 3: Growth of multi-device attribution • Programmatic advertising may hit its stride on mobile in 2016; • Video will only become more important in 2016; • Advertising networks are increasingly pushing view-through attribution;
  34. 34. Megatrend 3: Growth of multi-device attribution • Programmatic advertising may hit its stride on mobile in 2016; • Video will only become more important in 2016; • Advertising networks are increasingly pushing view-through attribution; • In order to scale, advertisers will need to track video views across multiple devices in order to calculate ROI;
  35. 35. Megatrend 3: Growth of multi-device attribution • Programmatic advertising may hit its stride on mobile in 2016; • Video will only become more important in 2016; • Advertising networks are increasingly pushing view-through attribution; • In order to scale, advertisers will need to track video views across multiple devices in order to calculate ROI; • Deterministic matching will further accelerate development of walled gardens.
  36. 36. Thanks! @eric_seufert eric@mobiledevmemo.com http://mobiledevmemo.com

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