myTarget for Social Game Developers (White Nights Conference Helsinki 2016)

1. myTarget
Best practices for mobile and social game developers
Insights from the largest Russian publisher

2. Agenda
• Social networks audience in Russia
• myTarget platform review
• Russian mobile market
• Real cases with pain and glory
• Summary

7. myTarget
platform review

8. 93%of Russian Internet Market
Listed at London
stock exchange
#1 publisher in Russia
(AppAnnie)
3500 full time
employees
Owns 3 domestic
social networks
Mail.Ru Group

9. Mail.Ru Group I myTarget

10. Targeting options
demography GEO Income
level
social
status
OS Interests and paying
users targetings
network devices

11. myTarget traffic sources
over
140 000 000
From Russian largest social networks
and Mail.Ru services ( Russia and CIS )

12. Case studies

13. 1080х607 banner
Men, 35-59, Russia
Audience:
never played or paid
CR (click – installation)
66%
CPI 27,24 RUB (0.3 EUR
)
Current ROI 95% RUB
Views
1 862 688
Clicks
4 077
Average CTR,
0,22 %
Expenditures,
RUB. 68 658,21
CASE STORY №1

14. BROAD TARGETINGS, RUSSIA
INSTALLS 31 619
CTR 0,14%
CPC 1.37 RUB
TOTAL 43 276 RUB
MONTHLY REVENUE 70 900 RUB
MONTHLY ROI 164%
BROAD TARGETINGS, RUSSIA
INSTALLS 6 071
CTR 0,13%
CPC 2.20 RUB
TOTAL 13 350 RUB
MONTHLY REVENUE 20 012 RUB
MONTHLY ROI 150%
BROAD TARGETINGS, RUSSIA
INSTALLS 7 965
CTR 0,14%
CPC 2.22 RUB
TOTAL 17 694 RUB
MONTHLY REVENUE 24 753
RUB
MONTHLY ROI 140%
CASE STORY № 2

15. CASE STORY № 3 – War Strategy Game
1080х607 native newsfeed banner
- expensive CPC
- expensive user
230х150 banner –
Recommended games( Label )
128х128 banner
+65% paying users

16. QUESTIONS?
Don’t hesitate to contact us!
mytarget.clients@corp.my.com

17. myTarget
mobile

19. Market size
• #5 market by app installs
• 60 mln smartphones and growing
Myth #1

20. Social status
Top grossing in Russia:
• Supercell
• Elex Technology
• Machine Zone
• Wargaming
• Tap4fun
• IGG
• EA
Myth #2
Top grossing in Russsia

21. Complexity
• Simple interface + API
• Strong accounting team
• Common international principles
• 61% advertisers from China, USA & EU
Myth #3

22. Case studies

23. Evolution by my.com
• Simple texts
• Segmentation: iPad/iPhone
• Ages split (5-15 years)
• WI-FI, retargeting
ROI:
CPI:
279%
$2.3
Results

24. EZPZ by R2Games
• Hundreds of creatives
• Segmentation after initial tests
• Smart tracking and analytics
• Support of myTarget team
Results
0.9%
$1.1
CTR
CPI

25. • Non-stop audiences and banner tests;
• Android promotion;
• Engaging creatives;
• Audiences segmentation.
2x more installs
+60% CR growth
Results

26. Bla Bla Car
• 100K+ installs monthly
• 70% Lower CPA
• 250 campaigns and 600 creatives
• Banners with smiling women
Results
CPI
CTR
$ 0.2
5-7%
Top travel app listing

27. BANNER FIGHT!

28. Fresh and cool. Dance city
• Top 1 in Google play next week after
release
• Average CTR 1,8-2%
• CR – 20%
• RR Day 1: 50%
• 5000 DAU with budget 4000 USD (in
two weeks)
• 8000 installs from myTarget daily
• Narrow targetings (anime, dance,
games)
• 10 banners with style of the game
• Female aud

29. Summary

30. Localization: App
translation and
optimization, ASO;
Main tips
In-house test first;
Proper tracking and
control;
Cross-device data usage;
Direct contact with
myTarget manager

31. QUESTIONS?
mtm@corp.my.com