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myTarget vs Facebook
Media Buying in Russia and Abroad
Evgeny Marchenkov
VP of Sales and Marketing
DataLead
About DataLead
 Leading performance marketing agency in Russia and CEE
regoion
 Premium partner of Facebook and myTarget...
World is going mobile
© DataLead 2015
Data from Mobile Marketing Statistics 2015 © SmartInsights
Mobile users
1,8 billion
...
Global mobile market
traffic and revenue share by OS
© DataLead 2015
Data from SMA Reports Q2 2015 © Opera Mediaworks
Global mobile market
Traffic and revenue share by OS device
© DataLead 2015
Data from SMA Reports Q2 2015 © Opera Mediawor...
© DataLead 2015
Data from Statista.com
DataLead: Main verticals and sources
© DataLead 2015
 Verticals
 Games
 Utilities
 Datings
 Services
 E-Commerce
 T...
Global game publishers - iOS
Report
Global game publishers - Android
Report
Global publishers
eCommerce, Travel and Utility apps
© DataLead 2015 Data from The AppsFlyer Performance Index for eCommer...
© DataLead 2015
Data from Data from Wikipedia
© DataLead 2015
myTarget VS Facebook: structure and
targeting
InstagramVKOdnoklassniki Facebook
Targeting capabilities
Soc...
Mobile traffic for games
© DataLead 2015
Average CPI 2 USD 3 USD
Average ARPU 2,3 USD 4 USD
Conversion rate 4 - 6% purchas...
Mobile traffic for e-commerce
© DataLead 2015
Average CPI 0,6 – 1,2 USD 1 – 1,5 USD
User behavior Users mostly buy somethi...
Mobile traffic for dating apps
© DataLead 2015
Average CPI 0,7 - 1 USD 2 – 4 USD
Average ARPU 1,5 – 2 USD 5 – 6 USD
Conver...
Mobile traffic for utilities
© DataLead 2015
Average CPI 0,35 USD 0,4 USD
Average 2d day
RR
40% - 45% 45%
RU TIER 1
Konstantin Sevryukov
Product Manager
Unalis Corporation
Case studies: Rage of the Seven Seas
© DataLead 2015
Average CPI 2 USD 3 USD
Average ARPU 2,1 USD 4,5 USD
Conversion rate ...
Denis Litvinov
Head of Business Development
Alibaba Mobile Business Group
Case studies: AliExpress
© DataLead 2015
Average CPI 0,4 USD Android 1,2 USD Android
User behavior Mobile users quantity g...
Summary
Let’s wrap it up
© DataLead 2015
Russian-speaking users Multi-language speaking users
Need time to make first in-app
purch...
Questions?
Send «hello» email to
hello@datalead.com
And get the full presentation
© DataLead 2015
Thank you all!
Evgeny Marchenkov
VP of Sales and Marketing
evgeny@datalead.com
DataLead
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Evgeny Marchenkov, VP of Sales and Marketing, DataLead

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MyTarget vs Facebook: Media Buying in Russia and Abroad (White Nights Moscow 2015)

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Evgeny Marchenkov, VP of Sales and Marketing, DataLead

  1. 1. myTarget vs Facebook Media Buying in Russia and Abroad Evgeny Marchenkov VP of Sales and Marketing DataLead
  2. 2. About DataLead  Leading performance marketing agency in Russia and CEE regoion  Premium partner of Facebook and myTarget  Up to 450K daily installs globally  150K iOS and 300K Android installs every day  Working only with premium traffic sources: myTarget, Facebook, Instagram, Google  Deep integration through API  Traffic optimization focused on ROI and client’s KPI  Long-term partner of AliExpress, Glu Mobile, Tap4Fun, MachineZone, Electronic Arts and others © DataLead 2015
  3. 3. World is going mobile © DataLead 2015 Data from Mobile Marketing Statistics 2015 © SmartInsights Mobile users 1,8 billion Desktop users 1,7 billion
  4. 4. Global mobile market traffic and revenue share by OS © DataLead 2015 Data from SMA Reports Q2 2015 © Opera Mediaworks
  5. 5. Global mobile market Traffic and revenue share by OS device © DataLead 2015 Data from SMA Reports Q2 2015 © Opera Mediaworks OS / device % of traffic % of revenue Android 63,72% 47,66% Phone 61,30% 42,22% Tablet 2,42% 5,44% iOS 21,74% 47,16% iPhone 17,30% 30,22% iPad 3,51% 15,51% iPod 0,92% 1,43% BlackBerry 0,79% 0,32% Symbian 3,81% 0,99% Windows 0,19% 0,09% Other 9,74% 3,79%
  6. 6. © DataLead 2015 Data from Statista.com
  7. 7. DataLead: Main verticals and sources © DataLead 2015  Verticals  Games  Utilities  Datings  Services  E-Commerce  Traffic sources  Facebook  myTarget (ok,vk,mail.ru)  Google
  8. 8. Global game publishers - iOS Report
  9. 9. Global game publishers - Android Report
  10. 10. Global publishers eCommerce, Travel and Utility apps © DataLead 2015 Data from The AppsFlyer Performance Index for eCommerce, Travel and Utility Apps
  11. 11. © DataLead 2015 Data from Data from Wikipedia
  12. 12. © DataLead 2015 myTarget VS Facebook: structure and targeting InstagramVKOdnoklassniki Facebook Targeting capabilities Social-demographics (sex,age e.t.c.) GEO Interests OS Devices *Ability to create lookalike audience – only Facebook
  13. 13. Mobile traffic for games © DataLead 2015 Average CPI 2 USD 3 USD Average ARPU 2,3 USD 4 USD Conversion rate 4 - 6% purchase conversion rate 10 - 15% purchase conversion rate RU TIER 1
  14. 14. Mobile traffic for e-commerce © DataLead 2015 Average CPI 0,6 – 1,2 USD 1 – 1,5 USD User behavior Users mostly buy something they cannot find in offline stores Shop online cause it saves time Prefer to buy through desktop Prefer to use mobile version of store Payment model 43% of all shoppers prefer to pay in cash Prefer non-cash payment RU TIER 1
  15. 15. Mobile traffic for dating apps © DataLead 2015 Average CPI 0,7 - 1 USD 2 – 4 USD Average ARPU 1,5 – 2 USD 5 – 6 USD Conversion rate 3 – 5% Up to 10% RU TIER 1
  16. 16. Mobile traffic for utilities © DataLead 2015 Average CPI 0,35 USD 0,4 USD Average 2d day RR 40% - 45% 45% RU TIER 1
  17. 17. Konstantin Sevryukov Product Manager Unalis Corporation
  18. 18. Case studies: Rage of the Seven Seas © DataLead 2015 Average CPI 2 USD 3 USD Average ARPU 2,1 USD 4,5 USD Conversion rate 5% purchase conversion rate 10% purchase conversion rate User behavior Need time to make first purchase, long-term user Buy fast, stay not too long RU TIER 1
  19. 19. Denis Litvinov Head of Business Development Alibaba Mobile Business Group
  20. 20. Case studies: AliExpress © DataLead 2015 Average CPI 0,4 USD Android 1,2 USD Android User behavior Mobile users quantity got equal to desktop users quantity Customers prefer mobile version to desktop Audience increased by 300% during only 1 year 70% of all Russian users Trust to advertising that they see in social networks Prefer to read comments and recommendations RU TIER 1
  21. 21. Summary
  22. 22. Let’s wrap it up © DataLead 2015 Russian-speaking users Multi-language speaking users Need time to make first in-app purchase Really quick with their first purchase Long-term users Prefer to try different games and apps Frequently believe in advertising Do not generally trust banners Still prefer to use desktop Prefer to use their phones
  23. 23. Questions? Send «hello» email to hello@datalead.com And get the full presentation © DataLead 2015
  24. 24. Thank you all! Evgeny Marchenkov VP of Sales and Marketing evgeny@datalead.com DataLead

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