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!

1. © DataLead 2015

2. Mobile Ad Market in Russia:
Overview
Evgeny ‘John’ Marchenkov
Vice President of Sales
john@datalead.com
© DataLead 2015

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. Global trends: OS market share
© DataLead 2015
Data from SMA Reports Q3 2014 © Opera Mediaworks

5. Global trends: OS market share
© DataLead 2015
Data from SMA Reports Q3 2014 © Opera Mediaworks
Russia Dec’14
Data from Statista.com

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Thank you!
Evgeny ‘John’ Marchenkov
Vice President of Sales
john@datalead.com
© DataLead 2015