Seminar form ZENNA's COO Yuriy Yashunin

1. Mobile marketing
For local businesses and global mobile-first companies

2. Marketing in mobile
Various CPI/CPA verticals)
Mobile-first
Store ecosystem Local tools
User acquisition Traffic sources
Attribution and analytics
Mobile startupVR
ASO

3. I could show this slide:

4. And tell that:
By 2018, the global volume of the
mobile market will have exceeded the
desktop one,
and will have occupied
22,4% of the total world
advertising market,
and will have reached $128 billion

5. And this one:

6. And this one too:

7. And here is another pretty slide

8. But I am not going to show
these slides!

9. 3 blocks of the
seminar:
• Current state of the mobile market.
• Specific features of the mobile marketing strategy
depending on the business model and region.
• Tricks of traffic buying: attribution, KPI, fraud control

10. Block №1
Current state of the
mobile market:
• Reckless investments are running out
Mobile startups, indie game developers have suddenly become “boring”, so venture
capitalists and non-specialized investors are less willing to give away their money.

11. Current state of the
mobile market:
•At this, the market remains to be among the most
attractive ones (from the perspective of multiplier)
Still, the unique store ecosystem allows for “unknown startups and developers” to
regularly shoot ahead.
This is a very high investment multiplier in case of success.
And we can see these success stories all the time, which is very inspiring, and
attracts into the industry.

12. Success stories:
MSQRD
• Development by the Belarusian team
•The investments into the project amounted to $1 million
•During 4 months – over 10 million installs due to virality
and natural PR
•In 4-month time, it was purchased by Facebook. The sum
is kept secret (hundreds of millions of dollars)

13. Success stories:
Slither.io / Steve Howse
• The development process lasted for 6 months. At the end,
Steve was flat broke. There was no money left for
marketing so he simply tried his luck and sent the link to
the game to a LetsPlayer
• One of the popular LetsPlayers posted a review of the
game
• Over the next month – 4 million installs
• Today – the game earns $100 000 / day

14. Current state of the
mobile market:
•The market has matured
Back 3 years ago, the market was unripe: lots of tools were missing,
there was no profound understanding of the market, the information was scarce.
This, in its turn, resulted in huge amount of fraud traffic.
The market is now much more mature.

15. Block №2
Specific features of the
mobile marketing strategy
4 BUSINESS MODELS
Which monetization model are you using?
How do you interact directly with the mobile market?
What are your KPI’s in mobile?

16. Business model 1:
Mobile – as a traffic attraction channel in addition to
the desktop
A landing page in this case is NOT a store page with a particular app, it is a mobile
web;
Examples:
1. E-commerce (medium and small internet stores).
2. Tourism (seasonal activities)
3. Brands (coverage, image campaigns)
4. Re-targeting (cross-device from desktop, and not only)
5. Local business (detailed geo-targeting)

17. Business model 2:
Mobile – app as a full fledged client communication
channel
Users are attracted to the company’s mobile apps that can be both a full fledged
client communication channel and an additional one
Examples:
1. E-commerce, coupon aggregators, classified (LaModa, SuperDeal,
OLX).
2. Forex (Forex club, Liberty)
3. Travel (Aviasales, OneTwoTrip, Expedia)
4. Food delivery (Delivery Club)

18. Business model 3:
Mobile - as a form of a startup
The mobile-first model, only without the already-attracted user audience.
Examples:
1. Successful startups (MSQRD, Prisma).
2. NON-successul startups

19. Business model 4:
Mobile - as the only channel of communication with a
user
Classic mobile-first model
Examples:
1. Mobile games (Plarium, Gameloft, GREE).
2. Taxi services (Uber, Gett,Yandex.Taxi)
3. Messengers (Telegram)
4. Maps (Maps.me)

20. At ZENNA, we actively work
with:
BUSINESS MODELS 4, 2 and 3
All these models refer to performance-marketing
(payment is made for particular actions)

21. How to promote a «mobile»
startup?
Not all they write about really works now.
WITHOUT SUFFICIENT INVESTMENTS INTO TRAFFIC BUYING:
1. You have a cool (really cool!) product – get featuring from stores.
2. Your mobile app/ game is super viral.
3. Publishing on mobile platforms (e.g., OK.RU)

22. How to promote a «mobile»
startup?
WITH INVESTMENTS INTO TRAFFIC BUYING:
1. You have in-app purchases and your LTV is high enough to buy paid traffic
2. Your goal is to attract an audience as quickly as possible so that you can further monetize
it (either through selling or through ad monetization)

23. Specific features of the
mobile marketing strategy:
Differences in GEO:
Ukraine, Europe, USA

24. Ukraine:
For global mobile-first companies – it is not yet attractive. Why?
• Low paying capacity
• The culture of paying for content is absent (after-effects of
the «pirate» childhood)
• Bank card hurdles (US dollar card is required)

25. Ukraine:
Main traffic channels:
1. MyTarget (OK.RU, VK.COM, 3rd
party network) – 60%* of the market
2. Google Adwords – 20% of the market
3. Facebook, Instagram - 12% of the market
4. Yandex.Direct – 3% of the market
5. Local ad networks (Admixer and others) – 5% of the market
* for performance-marketing

26. Ukraine:
Trends:
1. Traffic for mobile is often cheaper than desktop!
(In the USA – it is quite the opposite)
2. Global mobile-first companies will start coming
(Uber – is coming to Ukraine on June the 30th
)
3. The problem with the low ARPU (the average revenue per 1
user) will remain

27. USA, Europe:
The competition is very high. These are the two of the main markets for mobile
• High paying capacity
• Players are used to paying for digital content
• Big number of users

28. USA, Europe:
Main traffic channels:
1. Facebook, Instagram – 35%* of the market
2. Google Adwords – 10% of the market
3. Twitter – 10% of the market
4. Video AdNetwork (AdColony, Vungle, UnityAds) - 25% of the
market
5. Ad networks (Appplovin, Leadbolt, Startapp) – 10% of the market
6. DSP (PocketMath, Go2mobi) – 10% of the market
* for performance-marketing

29. USA, Europe:
Trends:
1. The market growth is slowing down because the competition
raises the stakes too high!
2. The transparency and availability of the market is on the rise
(blind formats of cooperation are shrinking)
3. The entry treshold for indie developers and startups is
becoming higher

30. Block №3
Tricks of traffic buying:
attribution, KPI, fraud control
The source that can be used as widely as possible (various GEO, operational
systems, volumes and verticals) – that is

32. Key features:
1. Universality
2. High quality of traffic
3. High cost of traffic
4. Excellent algorithms of forecasting TA shows
5. Most detailed targeting (social network!)
6. Not everything depends on the bid!
7. 2,5 million advertisers – some difficulties with the support are possible

33. Before the start:
attribution windows
1. We assess the Mobile App Installs indicator (not the standard Results)
2. Attribution window – only by CLICK (28 days)

34. Before the start:
attribution windows
1. We assess the Mobile App Installs indicator (not the standard Results)
2. Attribution window – only by CLICK (28 days)

36. Otherwise:

37. Basic buying algorithm:
1. Targeting by Lookalike audiences is always not the priority
2. If you don’t yet have the required amount for creating such an audience,
get it through interest-based campaigns.
3. Use general targetings only if it is absolutely necessary

39. How to evaluate the
quality of traffic: KPI
1. Behavioral KPI’s (quick indicators: tutorial, registration, order, retention rate, number and length of the
average session)
2. Financial KPI’s (ARPU, ARPPU, % of paying users)

40. How to evaluate the quality of
traffic: sufficient sampling
Evaluating conversions into paying users by
analyzing 300 players
The confidence interval is 1,58%.
In reality this value can range from 0.42% to 3.58%

41. How to evaluate the quality of
traffic: sufficient sampling
Evaluating conversions into paying users by
analyzing 1500 players
The confidence interval is now 0.71%.
In reality this value can range from 1.29% to 2.71%

42. How to protect yourself
from install-fraud:
1. Track down quick behavioral KPI’s and financial KPI’s
2. Comparison to organics and high-trusted sources.
3. Cross-check by several KPI’s at the same time
4. Work with someone you can trust

43. How to protect yourself
from install-fraud:
And to use some more technical tricks

44. How to protect yourself
from install-fraud:
And to use some more technical tricks

45. However, this is a topic
to be discussed individually

46. To sum it up:
1. Mobile is likely to continue its active growth across all areas
2. The competition and business “entry” treshold bar is to grow rapidly.
3. The AI technologies (artificial intelligence, as well as medicine and life
prolongation-related issues) – will be among the most perspective areas
(apart from VR, of course!)

47. Thanks for your attention!