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Three Mobile User Acquisition Megatrends for 2017

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I gave this presentation at Pocket Gamer Connects in London on January 16, 2017. This presentation contains three predictions of user acquisition megatrends in mobile advertising for 2017.

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Three Mobile User Acquisition Megatrends for 2017

  1. 1. Three UA Megatrends in 2017 Eric Benjamin Seufert Pocket Gamer Connects London, January 16 2017
  2. 2. Who I am Heracles Mobile Dev Memo Freemium Economics
  3. 3. Presentation Structure
  4. 4. Presentation Structure 1) Current State of App Economy;
  5. 5. Presentation Structure 1) Current State of App Economy; 2) Review of UA Megatrend Predictions, 2016
  6. 6. Presentation Structure 1) Current State of App Economy; 2) Review of UA Megatrend Predictions, 2016; 3) UA Megatrend Predictions, 2017.
  7. 7. Presentation Structure 1) Current State of App Economy; 2) Review of UA Megatrend Predictions, 2016; 3) UA Megatrend Predictions, 2017.
  8. 8. Current State of the App Economy
  9. 9. Current State of the App Economy • Tech giants own considerable mobile audience and that audience is growing;
  10. 10. Current State of the App Economy Source: Nielsen
  11. 11. Current State of the App Economy - 8 / 10 of the most used apps (in terms of unique audience) owned by Facebook & Google; - “Legacy” apps like Facebook, YouTube, Gmail still growing at >10% YoY. Source: Nielsen
  12. 12. Current State of the App Economy - Many of these apps are ad channels and / or third-party content distribution channels. * * * * * * * Source: Nielsen
  13. 13. Current State of the App Economy Google Maps is an ad channel and / or third-party content distribution channel?
  14. 14. Current State of the App Economy
  15. 15. Current State of the App Economy • Tech giants own considerable mobile audience and that audience is growing; • Tech giants are turning their apps into content consumption platforms;
  16. 16. Current State of the App Economy
  17. 17. Current State of the App Economy
  18. 18. Current State of the App Economy • Tech giants own considerable mobile audience and that audience is growing; • Tech giants are turning their apps into content consumption platforms; • Increased consumer engagement / spending on mobile continues to drive advertising budgets.
  19. 19. Source: SensorTower Current State of the App Economy
  20. 20. Current State of the App Economy Source: Flurry
  21. 21. Current State of the App Economy Source: comScore
  22. 22. Current State of the App Economy Source: eMarketer
  23. 23. Current State of the App Economy Source: eMarketer
  24. 24. Presentation Structure 1) Current State of App Economy; 2) Review of UA Megatrend Predictions, 2016; 3) UA Megatrend Predictions, 2017.
  25. 25. Review of UA Megatrend Predictions, 2016
  26. 26. Review of UA Megatrend Predictions, 2016 1) Growth of the Simultaneous Second Screen;
  27. 27. Review of UA Megatrend Predictions, 2016 1) Growth of the Simultaneous Second Screen; 2) Shift to Managed Services;
  28. 28. Review of UA Megatrend Predictions, 2016 1) Growth of the Simultaneous Second Screen; 2) Shift to Managed Services; 3) Growth of multi-device attribution.
  29. 29. Presentation Structure 1) Current State of App Economy; 2) Review of UA Megatrend Predictions, 2016; 3) UA Megatrend Predictions, 2017.
  30. 30. Megatrend #1: Proliferation of New Native Ad & Content Distribution Channels
  31. 31. Proliferation of New Native Ad & Content Distribution Channels Existing Paradigm: Content Platform Ad Clicks Mobile App Platform Advertising Revenue 30% Fee on Platform Revenues
  32. 32. Proliferation of New Native Ad & Content Distribution Channels Emerging Paradigm: Content Platform Mobile App Platform Advertising Revenue 30% Fee on Platform Revenues Platform Revenue Share Advertising Revenues Ad Clicks
  33. 33. Proliferation of New Native Ad & Content Distribution Channels Emerging Paradigm: Content Platform Mobile App Platform Advertising Revenue 30% Fee on Platform Revenues Platform Revenue Share Advertising Revenues ?
  34. 34. Proliferation of New Native Ad & Content Distribution Channels What does this look like?
  35. 35. Proliferation of New Native Ad & Content Distribution Channels What does this look like?
  36. 36. Megatrend #2: AdTech Consolidation Delivers Full-Stack Marketing Tools
  37. 37. AdTech Consolidation Delivers Full-Stack Marketing Tools • Many developers rely on patchwork marketing infrastructure comprised of many 3rd party tools:
  38. 38. AdTech Consolidation Delivers Full-Stack Marketing Tools Data Warehouse (S3, etc.) Data Visualization Tool (Tableau, etc.) Attribution Platform Ad Network Cost Aggregation Platform Ad Networks N1 N2 N3 PMD
  39. 39. AdTech Consolidation Delivers Full-Stack Marketing Tools Data Warehouse (S3, etc.) Data Visualization Tool (Tableau, etc.) Attribution Platform Ad Network Cost Aggregation Platform Ad Networks N1 N2 N3 PMD Marketing Team
  40. 40. AdTech Consolidation Delivers Full-Stack Marketing Tools Data Warehouse (S3, etc.) Data Visualization Tool (Tableau, etc.) Attribution Platform Ad Network Cost Aggregation Platform Ad Networks N1 N2 N3 PMD Marketing Team
  41. 41. AdTech Consolidation Delivers Full-Stack Marketing Tools • Many developers rely on patchwork marketing infrastructure comprised of many 3rd party tools; • M&A in mobile AdTech strong in 2016, especially acquisitions by Asian buyers;
  42. 42. AdTech Consolidation Delivers Full-Stack Marketing Tools Source: Results International
  43. 43. AdTech Consolidation Delivers Full-Stack Marketing Tools • Many market segments are challenging and hyper-competitive, new business only possible via poaching clients, race to the bottom on cost;
  44. 44. AdTech Consolidation Delivers Full-Stack Marketing Tools • Many market segments are challenging and hyper-competitive, new business only possible via poaching clients, race to the bottom on cost; • Huge appetite for fully-integrated toolsets from developers.
  45. 45. Megatrend #3: Segmentation of Ad Inventory by Industry / Sector
  46. 46. Segmentation of Ad Inventory by Industry / Sector • Grouping of app types around inventory pools based on natural overlap of interests;
  47. 47. Segmentation of Ad Inventory by Industry / Sector Existing / Old Paradigm: Inventory Pool Mobile Gaming Advertisers Mobile Commerce Advertisers Dating App Advertisers Mobile Gaming Publishers Dating App Publishers Mobile Commerce Publishers Ad Networks / Native Inventory Sources
  48. 48. Segmentation of Ad Inventory by Industry / Sector Emerging Paradigm: Mobile Gaming Advertisers Mobile Gaming Publishers Dating App Advertisers Dating App Publishers Mobile Commerce Advertisers Mobile Commerce Publishers & travel, etc. Brand Advertisers & travel, etc. Retail Advertisers
  49. 49. Segmentation of Ad Inventory by Industry / Sector • Grouping of app types around inventory pools based on natural overlap of interests; • Some inventory has been bid up beyond reach of certain types of apps;
  50. 50. Segmentation of Ad Inventory by Industry / Sector Ad Networks / Exchanges Owned Inventory ● Retail; ● Brand; ● Mobile commerce; ● High-LTV / High-CTR Games. ● Intent-based advertising (travel, in-store retail). ● Brand; ● Youth-oriented retail; ● Entertainment. ● Games; ● Finance
  51. 51. Segmentation of Ad Inventory by Industry / Sector • NOTE: This segmentation is soft. Every type of app is & will continue to be advertised everywhere;
  52. 52. Segmentation of Ad Inventory by Industry / Sector • NOTE: This segmentation is soft. Every type of app is & will continue to be advertised everywhere; • But these groupings will draw performance divisions between inventory sources for different app types.
  53. 53. http://hrcls.co eric@hrcls.co @eric_seufert Thank You!

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