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A Snapshot of UA Trends

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A Snapshot of UA Trends

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Artut Grigorjan, Head of Growth Marketing at Playrix presenting at our Developer Series at China Joy. He takes a look at some of the biggest UA trends in the industry today, from playable ads to new pricing models.

Artut Grigorjan, Head of Growth Marketing at Playrix presenting at our Developer Series at China Joy. He takes a look at some of the biggest UA trends in the industry today, from playable ads to new pricing models.

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A Snapshot of UA Trends

  1. 1. Snapshot of UA Trends Artur Grigorjan Head of Marketing Growth | Playrix 2017
  2. 2. “As app discovery becomes more and more difficult, how is the user acquisition space evolving? We will take a look at some of the biggest UA trends in the industry today, from playable ads to new pricing models.” Artur Grigorjan | Head of Marketing Growth PLAYRIX
  3. 3. Playrix Introduction
  4. 4. About Playrix ✔ TOP developer in CIS region ✔ Worldwide grossing rank TOP10 ✔ 600+ professionals ✔ 13 offices / 19 countries / 95 cities
  5. 5. Market Overview
  6. 6. The Market
  7. 7. Challenges Marketers struggle with
  8. 8. Main challenges ● Acquisition costs are getting bigger ● Retention figures are dropping ● Lack of attention ● Fraudulent traffic sources ● Insufficient quality ad tech ● Traditional ad formats exhausting
  9. 9. Retention Drop
  10. 10. UA costs increase
  11. 11. Overcoming the issues
  12. 12. Fighting rising UA costs and declining retention ● Increasing the quality of the product ● Doing a smarter UA approach ● Focusing on returns and scale
  13. 13. Fighting Fraud
  14. 14. ● Better algorithms ● Better targeting options ● Look-a-likes ● Data processing ● LTV optimization ● More transparency ● Variety of pricing models Ad Tech
  15. 15. New ad formats
  16. 16. Ad formats ● Playable ● Interactive video ● 360 degrees video (or playable) ● AR ad Objective: To create a high-quality user experience by building early engagement with the mechanics
  17. 17. ● Playable ● Interactive video ● 360 degrees video (or playable) ● AR ad Objective: To create a high-quality user experience by building early engagement with the mechanics Ad Formats
  18. 18. Playable Interactive video 360 degrees video AR ad
  19. 19. Consumer attention and engagement
  20. 20. New ad formats
  21. 21. Are we doing enough?
  22. 22. ● Accessing new inventory sources ● More developer collaborations with 3rd party tools ● Smarter segmentation ● Programmatic buying ● Alternative media types, not based on CPI There is a lot more then meets the eye
  23. 23. Thank You
  24. 24. QUESTIONS? artur.grigorjan@playrix.com

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