How Not to Overpay for Traffic (White Nights Conference St. Petersburg 2017) The official conference website — http://wnconf.com

1. How to Not Overpay for Traffic
Anna Krizhanovskaya
Head of Social UA
июнь 2017

2. WHAT IS “TRAFFIC”?

3. WHY IS TRAFFIC SO IMPORTANT?

4. THREE WAYS TO REFRESH YOUR AUDIENCE:
paid traffic
app store feature
organic traffic
HIT

5. WHAT TYPES OF GAMES ARE THERE?
premium
free-to-play without in-app purchases
free-to-play with in-app purchases
FREEEEE

6. WHY BUYING TRAFFIC?
Increase the number of installs
Generate revenue

7. COMPETITION BASED ON TRAFFIC TYPES
Top publishers and audiences
Medium sources with a big audience
Small sources (new or unpopular)

8. WHAT HAPPENS RIGHT
BEFORE YOUR AD IS SHOWN?
Users open an application
An ad network SDK gets initialized
Campaign auctions are carried out based on campaign ranks.
Ranks are formed by multiplying eCPM and a coefficient.
The auction winner is chosen
Users are shown the winner’s ad

9. CPI FOR US TRAFFIC
$10.00
$7.50
$5.00
$2.50
$0.00

10. WHY IS TRAFFIC GETTING MORE
AND MORE EXPENSIVE?
Competition
Traffic re-brokering
Self competition
“Raise bids to increase the volume.
If all buyers raise bids, the volume doesn’t change” principle
Decrease in conversion

11. HOW TO DEAL WITH IT?
NDA
Be transparent (Win Rate, eCPM, etc.)
Understand how auctions work
Avoid self competition
Work with agencies in a mutually beneficial way
Understand the concept of elasticity

12. COME WORK WITH US!
Check out our website at job.playrix.ru

13. Thank you!
e-mail: krizhanovskaya@playrix.com