1.
Snapshot of UA Trends
Artur Grigorjan
Head of Marketing Growth | Playrix
2017

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.
Playrix
Introduction

4.
About Playrix
✔ TOP developer in CIS region
✔ Worldwide grossing rank TOP10
✔ 600+ professionals
✔ 13 offices / 19 countries / 95 cities

5.
Market
Overview

6.
The
Market

7.
Challenges
Marketers struggle with

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.
Retention Drop

10.
UA costs increase

11.
Overcoming the issues

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.
Fighting Fraud

14.
● Better algorithms
● Better targeting options
● Look-a-likes
● Data processing
● LTV optimization
● More transparency
● Variety of pricing models
Ad Tech

15.
New ad formats

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.
● 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.
Playable Interactive video
360 degrees video AR ad

19.
Consumer
attention and
engagement

20.
New ad formats

21.
Are we doing
enough?

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.
Thank You

24.
QUESTIONS?
artur.grigorjan@playrix.com