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Mobile ad market in Russia: Оverview

DataLead is the best performance-marketing agency in Central Eastern Europe as Facebook team calls us. We help top-playing app-developers to get new users in Russia. Here's our research about Russian mobile ad market. If you are thinking about growing at this market - be sure to check this out!

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Mobile ad market in Russia: Оverview

  1. 1. © DataLead 2015
  2. 2. Mobile Ad Market in Russia: Overview Evgeny ‘John’ Marchenkov Vice President of Sales john@datalead.com © DataLead 2015
  3. 3. About DataLead  The leading mobile user acquisition agency in Russia and CIS  We buy traffic by CPC/CPM  From trusted sources only: VK, OK, FB, Google  Create banners, apply targetings  We sell traffic by CPI  Provide huge volume:  40 000 Android and 25 000 iOS daily installs  We track installs using the most popular tracking systems  MAT, Adjust, AD-X, Appsflyer, Kochava and others  150+ clients trust us, including Tap4Fun, Machine Zone, AviaSales © DataLead 2015
  4. 4. Global trends: OS market share © DataLead 2015 Data from SMA Reports Q3 2014 © Opera Mediaworks
  5. 5. Global trends: OS market share © DataLead 2015 Data from SMA Reports Q3 2014 © Opera Mediaworks Russia Dec’14 Data from Statista.com
  6. 6. TOP 20 countries by Ad impressions and Revenue © DataLead 2015 Data from SMA Reports Q3 2014 © Opera Mediaworks http://operamediaworks.com/insights/sma_Q3_2014.html
  7. 7. Traffic types  Incentive  Users that receive compensation for installing your app and/or performing an action  Pros and Cons: + Cheap, high volume of installs and/or reviews. Can be used to boost apps and get them on top in stores. - Low quality, large up-front investments, no monetization, no user base for analysis  Non-incentive  Interested live users that will keep using the app if they like it after installation  Pro and Cons: + High quality, better and faster ROI, monetization - Higher cost comparing to incentive © DataLead 2015
  8. 8. Incentive traffic: Overview  Traffic providers in RU: TapJoy, PlanBMedia, Clickky, AppInTop, etc  Prices:  CPI $0.3+ real users;  Google Play: TOP 15 Overall - 15 000$+  iPhone: Top 5 – 15 000$+  iPad: Top 5 – 10 000$+  Case  App: GuessMe (Dating)  Platforms: iOS iPhone  Goal: Top-10 Overall Russia, Top-5 Social Networking category  Results:  Incentive 7000 installs per one day with CPI 0.3$  Non-incentive 8000 installs  Organic grow: 1000+ installs © DataLead 2015
  9. 9. Non-incentive traffic: Overview  Top verticals  Games  Utilities  Datings  Services  E-Commerce © DataLead 2015  Top sources  Mail.ru  VK  Facebook  Google  AirPush, InMobi, LeadBolt …
  10. 10. Non-incentive: Mail.ru (OK, Moi Mir) Target.mail.ru  Odnoklassniki – Number 2 social network in Russia  What: Colorful banner in the news feed with a heading, short description and “install” button  Where: Odnoklassniki and MoiMir mobile app and the mobile web- site  Targeting: platform, geo, interests, age, sex, etc.  Prices and volume:  Volume: 50 000+ installs per day © DataLead 2015
  11. 11. Non-incentive: VK Vk.com  VK.com = Russian Facebook  What: Colorful banner in the news feed with a heading, short description and “install” button  Where: Vk mobile app and the mobile web-site (no iOS App)  Targeting: platform, geo, interests, age, sex, etc  Prices and volume:  Volume:  iOS: 1 000+ installs per day  Android: 30 000+ installs per day © DataLead 2015
  12. 12. Non-incentive: Facebook © DataLead 2015  What: Colorful banner in the news feed with a heading, short description and “install” button  Targeting: platform, geo, interests, age, sex, etc  Prices and volume:  Volume: 5000+ Daily installs  Prices - CPC:  Android: 0.03$ - 0.06$, iOS: 0.03$ – 0.08$  Case: GuessMe (Dating)  Volume – 1000+ Daily installs  CPI – 1.5$, CR – 40%  Case: India, 0.004$ CPC => CR 7.5% => 0.05$ CPI  Record: 0.0002$ CPC
  13. 13. Non-incentive: Google  What: Colorful dynamic banners  Where:  On display network  On search network  AdMob network  Targeting: platform, geo, interests, age, sex, etc  Prices and volume:  CPI – 0.2$ - 15$  Volume: 50 000+  Case: GuessMe (Dating)  Volume – 1000+ Daily installs  CPI – 1.2$
  14. 14. Non-incentive: AirPush, InMobi, LeadBolt…  What: Colorful dynamic banners  Targeting: platform, geo, interests, age, sex, etc  Prices and volume:  Volume: 5000+ Daily installs  Prices: 0.02$+ CPC  Unstable, unpredictable, inconsistent traffic © DataLead 2015
  15. 15. Summary  Wanna reach TOP-5 in AppStore and Google Play?  Buy Incentive!  If you want to drive app installs in Russia by yourself  Start with Target.Mail.ru  Try Vk.com  Need high quality expensive audience  Go to Facebook, use Mobile Ads by Google  Need more traffic?  Give a chance to InMobi and LeadBolt  Want to buy installs by CPI -> Go to professionals  © DataLead 2015
  16. 16. Thank you! Evgeny ‘John’ Marchenkov Vice President of Sales john@datalead.com © DataLead 2015

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