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

1. myTarget vs Facebook
Media Buying in Russia and Abroad
Evgeny Marchenkov
VP of Sales and Marketing
DataLead

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. World is going mobile
© DataLead 2015
Data from Mobile Marketing Statistics 2015 © SmartInsights
Mobile users
1,8 billion
Desktop users
1,7 billion

4. Global mobile market
traffic and revenue share by OS
© DataLead 2015
Data from SMA Reports Q2 2015 © Opera Mediaworks

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. © DataLead 2015
Data from Statista.com

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. Global game publishers - iOS
Report

9. Global game publishers - Android
Report

10. Global publishers
eCommerce, Travel and Utility apps
© DataLead 2015 Data from The AppsFlyer Performance Index for eCommerce, Travel and Utility Apps

11. © DataLead 2015
Data from Data from Wikipedia

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. 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. 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. 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. 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. Konstantin Sevryukov
Product Manager
Unalis Corporation

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. Denis Litvinov
Head of Business Development
Alibaba Mobile Business Group

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. Summary

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. Questions?
Send «hello» email to
hello@datalead.com
And get the full presentation
© DataLead 2015

24. Thank you all!
Evgeny Marchenkov
VP of Sales and Marketing
evgeny@datalead.com
DataLead