Do you know where your audience is? by Richard Firminger
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Do you know where your audience is? by Richard Firminger
- 1. November 26, 2013 Do you know where your audience is? Richard Firminger, GMEMEA www.flurry.com
- 2. Flurry is a leading mobile advertising and analytics provider AppSpot Applications: 10,000+ Devices/month: 300M Conversions/month: 120M Applications: 2,500+ Devices/month: 250M Impressions/month: 7.5B Analytics Applications: 400,000 Devices/month: 1.2B Data points/month: 1.9T Audience Publisher Advertiser AppCircle
- 3. Mobile adoption Worldwide Analytics Events Tracked by Flurry (Trillions) 2 1.8 Retail 1.6 1.4 Logistics & Travel 1.2 1 Social Networking 0.8 0.6 0.4 M&E Music Gaming 0.2 0 Source: Flurry Analytics, January 2009 – January 2013 www.flurry.com 3
- 4. Mobile Content Explosion App starts on the Flurry platform 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 www.flurry.com 4
- 5. Competition for Consumers Continues to Increase ~1 million available apps on iOS and Android GOOGLE PLAY iTUNES APP STORE 1000 900 800 800 675 700 650 600 600 500 425 400 250 160 2 28 Mar-09 20 Dec-09 200 460 350 250 80 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13 Sources: Google, Apple; number in thousands
- 6. It Takes Work to Make it to the Top of the Charts To achieve an App Store ranking of at least: Minimum new users required Average new users required Maximum new users required 1 190,000 281,000 372,000 5 145,000 170,000 194,000 10 75,000 83,000 90,000 15 59,000 65,000 70,000 25 44,000 48,000 51,000 50 39,000 41,000 43,000 100 25,000 26,000 27,000 Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column). Source: Flurry Analytics.
- 7. Churn for Top Performing Apps is ~50% After 30 Days Average 30-Day Churn Rate for Top apps 100% After 30 days, ~50% of users are no longer active 90 Users Retained (%) 80 70 60 48% 50 40 30 24% 20 10 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Days Since First Use of App Source: Flurry Analytics. Churn based on new users acquired from January–May 2013 for top 1,000 apps Flurry tracks
- 8. Loyalty Varies by Application Category Source: Flurry Analytics, May 2013
- 9. Global Adoption? 100% Growth is the Norm Growth in Active Connected Devices 300%+ 200-299% 100-199% 0-99% <0% www.flurry.com 9
- 10. Mobile Development has gone Global Percentage of Active Apps by Developer Country 100 90 80 70 60 55% 55% 64% 50 Other US 40 30 20 45% 45% 36% 10 0 2011 2012 1023 2013 Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated www.flurry.com 10
- 11. The US Losing its Lead? Total Time Spent in Apps by User Country and App Country of Origin 100% 18% 90% Percentage of total time in apps 80% 70% 60% 33% 44% 56% 5% Other 50% 7% 40% 13% 30% App country of origin 64% 8% 59% 20% 8% 35% 25% 10% Brazil China United Kingdom United States 16% 0% United States United Kingdom Brazil China User country Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013 www.flurry.com 11
- 12. Growth in the European connected device installed base 2012-2013 Growth 140% 120% 100% 80% 60% 40% 20% 0% Source: Flurry Analytics, August 2012 and 2013 www.flurry,.com 12
- 13. Size and penetration of European device markets 35,000,000 UK 30,000,000 Installed base 25,000,000 Germany 20,000,000 France 15,000,000 Spain Italy 10,000,000 Netherlands 5,000,000 Switzerland Sweden 0 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 Devices per head of population (all ages) Source: Flurry Analytics, August 2013 www.flurry.com 13
- 14. Mobile increasingly means Apps… Time spent on mobile devices 100% 90% 80% 27% 19% 13% 70% 60% 50% 40% 30% 73% 81% 87% 2012 Mobile Web Apps 2013 20% 10% 0% 2011 www.flurry.com 14
- 15. App time is all the time… Average Times Spent on iOS Devices 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM AM AM AM AM AM Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other www.flurry.com 15
- 16. ….from Perception to Precision
- 17. www.flurry.com
- 18. Men might not be where you think they are Time spent on mobile devices 100% 90% 19% 17% 29% 80% Sports Fans only spend 3% of their time in sports apps 70% 60% 50% 19% 6% 21% 7% 13% 13% 40% 30% 20% Business travelers only spend 2% of their time in travel apps 52% 55% Sports Fans Personal Finance Geeks 41% All Other Finance Sports Travel Newsstand SocialNetworking Games 10% 0% Business Travelers Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices
- 19. Shoppers might not be where you think they are Time spent on mobile devices 100% 90% 80% 70% 60% 50% 28% 37% 11% 10% 28% 18% 32% 35% Catalog Shoppers Value Shoppers 40% 30% 20% 10% Value shoppers spend less time social networking 0% Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices All other Newsstand SocialNetworking Games
- 20. How do different Personas allocate their app time? iOS 100% Other 90% 80% 5% 7% 70% 60% 50% 40% 4% 14% 5% 7% 14% Sports 9% 12% 8% 8% 15% 71% 30% 20% Health & Fitness 48% 34% 43% 10% 0% Value Shoppers Business Travelers Mums Sports Enthusiasts Photo/Video Entertainment 64% 48% Utilities Hipsters Avid Runners Music Social Networking GamesAll www.flurry.com 20
- 21. How do different Personas allocate their app time? Android 100% Other 90% 80% 10% 70% 7% 60% 7% 50% 7% 5% 9% 8% 7% 11% 13% 14% 14% 8% 8% 8% 8% Shopping 9% 4% 5% 10% 44% 41% Productivity Tools 16% 30% Health & Fitness 6% 15% 40% 20% 9% Entertainment 50% 50% 55% Social Communication 35% 10% Games 0% Value Business Shoppers Travelers Mums Sports Hipsters Enthusiasts Avid Runners www.flurry,.com 21
- 22. To find Mums, target iPads; to find New Mums, target iPhones Time spent on mobile devices Moms 41% 59% iPhone iPad New Moms 91% 0% 20% 40% 9% 60% 80% 100% Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
- 23. Options for Paid Mobile Marketing ENGAGEMENT ENGAGEMENT Branded App Promotion Brand Integration Rich Media Video Display – Banners & Interstitials INVESTMENT
- 24. Whatever the Unit, Track Performance 4. Analyze LongTerm Performance $$ 1. Track User Source Channel 1 Channel 2 ?? Channel 3 3. Optimize Acquisition Budget 2. Evaluate User Quality ✔ Made Purchase Shared on FB
Editor's Notes
- We are known among the app industry as the leading analytics data provider, and the go to advertising partner if you want to build a better app audience or intelligently target consumers with brand advertising in apps. I’m going to share some insights with you today about how we see the targeting landscape improving in the mobile app industry. Before I share those insights, I just want to give you a little context on our data and Flurry’s role in the advertising industry.
- We have 3 main services: 1. Analytics, 2. A demand side platform – AppCircle and 3. A supply side platform – AppSpot. The analytics data is provided by our developers and their audience that uses their apps. That data drives our targeting capabilities for advertisers using AppCircle, which they use to build an app audience or run performance marketing campaigns for brands. That data also powers the AppSpot publishing platform that leading app developers and publishers use to optimize monetization through advertising.This just gives you a sense of the power of the data and how it is used across the two platforms. We have over a 120k companies using Analytics across 390k apps. Each month, we see over 1.2B devices and record 1.9T data points – a figure that has doubled since the beginning of the year. All that data, powers AppSpot which has exploded to reaching 250M devices since the beginning of the year when we took the service GAAnd, AppCircle which is reaching a number of monthly uniques that is on par with top comScore sites.
- This overcrowding increased the competition for consumers. There has beenan explosion in the number of apps across Android and iOS. Today, there are over a million unique apps to choose from. With this kind of competition for shelf space and consumers, no wonder discovery is top of mind for every developer around the world.
- Recently, Flurry examined key loyalty metrics for a wide range of apps. PEEL the ONION on the games category. Examine GENRESHow do METRICS differ? WHO is playing each?
- So how does all this app consumption compare to mobile web? There’s no denying it; mobile means apps.Apps are the go to content experience for smart device owners. You can see here that the mobile web is not where the growth is coming from. In fact, over the last 2yrs, we have found that you’re average smart device users spends significantly more time in apps than the web period.
- Allthis activity, all this data is improving the precision of targeting advertising.At the launch of mobile, we were restricted to contextual-based advertising. We targeted properties where we perceived our consumers might be- without any insight into whether or not they were actually there. The power of Big Data has allowed the industry to move beyond context, to target based on demographics, location, time of day, and device. We’re now seeing a new era of precision, that breaks away from context entirely and focuses on real behavior, down to the impression level.Targeting behavioral personas in an RTB marketplace delivers the precision the industry has been waiting for
- Take for example the male-dominated personas of Sports Fans, Finance Geeks, and Business TravelersIf you targeted based on context- say, Sports apps- you’d only be capturing a tiny percentage of the target user’s timeIn fact, Sports Fans only spend 3% of their time on their mobile devices in Sports appsYou’d be better off targeting games and social networking, where they spend more time
- The same is true for the more female-dominated shopper There are significant differences in how catalog shoppers and value shoppers spend their timeCatalog shoppers are more social than value shoppersAnd neither spends a significant amount of time in shopping apps compared to other types of apps- less than 1%! So Targeting based on context is missing real opportunity
- Just like travelers and shoppers, not all moms are the sameThe combination of behavior and device reveals differences in this important personaMoms with older children are more likely to be found on their tablets (60% of the time), likely with a small child attached to itNew moms are balancing baby in one hand and the phone in the other. Only 10% of their time is spent on tabletsSo behavioral precision is key to reaching your target audience. But how can you best achieve this precision?Just looking at these few examples and considering the targeting options from context to persona. You can imagine there are millions of different signal combinations that exist in matching your ad with the right consumer in right the impression. Which is why RTB and data are such a great fit…
- Flurry Ad Analytics gives you full visibility through Post-Acquisition, so you can maximize ROI on your acquisition spend1. Know the source of every new user2. Quickly see the quality of users delivered by each acquisition source3. Easily compare channel and campaign performance to optimize your acquisition budget, Ex: Increase spend in Channel 34. Use Flurry Analytics to get a deeper understanding of the users each channel delivers and tune your marketing plan, Ex: Remove Channel 1 because Channel 2 delivers the same audience for less
- Whether you’re a publisher, a DSP, a trading desk or an advertiser looking to more effectively target campaigns, let’s make sure we have a conversation about precision. Feel free to reach out to me…If you want to drill into some of these insights further, definitely check out our blog. Thanks for your time.