Delivered at Casual Connect Asia 2017. There are a few mobile developers in the world who don’t struggle to monetize emerging market users. As the leader of Russian mobile market, Mail.Ru will share several principles of what they and their partners from all over the world do differently to achieve success and earn more in challenging markets.

1. Ad Monetization in
Emerging Markets.
Example of Russia
Stanislav Sychenkov
Head of Publisher Relations
myTarget by Mail.Ru Group

2. Who is this guy?
Work on monetization side at myTarget by Mail.Ru Group

3. This should be interesting for you if
You monetize apps through ads
and
You already have/will have traffic in Russia

4. Russia is so huge
That
some*mes
you
do
nothing
and
s*ll
have
tons
of
downloads
there!

5. Russia - 4 billions downloads country
Source:
App
Annie

6. Common problem among all app developers
• “We have a big ad stock in Russia but revenue is
very low.”
• “We have quite a bit of traffic in Russia and
interested in monetizing that traffic better.”
• “We do have a significant number of downloads in
Russia, but we don’t know what to do with them.”

7. Typical situation
Country
Impressions
eCPM
Revenue
USA
320
000
9.2
2
950
Russia
300
000
0.8
240
Germany
180
000
3.3
600
France
60
000
5.3
320
…
Total
2
000
000
6
000
Source:
local
app
developer
kindly
shared
weekly
ads
performance

9. How you can approach emerging markets
1. Local agency
High commissions, low transparency, small volumes
2. Local office
Expensive, law issues
3. Do everything from HQ with/by local partner

10. Find local partner with
Audience
data
Own
direct
traffic
Diversified
demand

11. Mail.Ru Group
of Russian
Internet Market
~90%
3500+
employees
largest social
networks in Russia
VK.com and OK.ru

12. myTarget by Mail.Ru Group
Mobile advertising platform with audience data from VK and OK
social networks.
For advertisers – the biggest traffic source in Russia
For publishers - monetization of Russian traffic:
• Thousands of advertisers, performance and brands
• Focus on rewarded video, native ads (+ other ad formats)
• Maximum fill rate and higher eCPM

13. Your local partner in Russia
• #1 publisher in Russia according to
• “One of the top partners in Russia” according to
• “Niche and local networks - such as myTarget
(Mail.ru) in Eastern Europe - are also delivering
great results for our clients” according to
Performance Index 2017

14. We are talking about money
You can increase
• eCPM
• Fill rate
So you will have higher
⇒ Ad revenue
⇒ LTV
⇒ User acquisitions campaigns ROI

15. But why developers don’t do anything about it?
• They don’t know there are opportunities to grow
• They don’t believe they could earn more
• Or they think it’s not worth spending their time to
explore those markets

16. Or they simply don’t know local market.

17. 1. Is it really worth it?
Country
Impressions
eCPM
Revenue
USA
320
000
9.2
2
950
Russia
300
000
0.8
240
Germany
180
000
3.3
600
France
60
000
5.3
320
…
Total
2
000
000
6
000

18. Yes, it’s worth it. 16% uplift
Country
Impressions
eCPM
Revenue
USA
320
000
9.2
2
950
Russia
300
000
3.0
900
Germany
180
000
3.3
600
France
60
000
5.3
320
…
Total
2
000
000
6
960

19. 2. Is it really worth it?
Country
Impressions
Fill
rate
eCPM
Revenue
Russia
770
000
40%
0.7
539
Germany
400
000
90%
1.1
440
USA
205
000
95%
1.9
390
Japan
220
000
85%
2.1
462
Netherlands
160
000
90%
1.4
224
…
Total
6
300
000
5
300
Source:
one
of
our
internal
apps
monthly
ads
performance

20. Yes, it’s worth it. 26% uplift
Country
Impressions
Fill
rate
eCPM
Revenue
upli6,%
Russia
1
540
000
80%
1.0
1
540
186%
Germany
450
000
90%
1.4
630
43%
USA
205
000
95%
2.5
510
32%
Japan
264
000
90%
2.2
580
26%
Netherlands
180
000
90%
1.4
250
13%
…
Total
7
100
000
6
700
26%

22. 1. Rich audience data
Local partners know
your audience
⇒ Relevant ads
⇒ Advertisers ready
to pay more

23. 2. Premium brand advertisers

24. Why
should
I
integrate
SDK
for
just
10%
of
my
traffic?
What
if
that
means
+
25%
of
your
ad
revenue?

25. Workarounds
1. Make regional build
2. Make separate build for local channels/stores
3. Ask about S2S: API, VAST, js tags.

26. Again, it’s worth it. 125% uplift
Impressions
eCPM
Revenue
Global
network
1
10
600
000
0.7
74
200
Global
network
2
400
000
3.1
12
400
Total
11
000
000
0.8
86
600
Impressions
eCPM
Revenue
Global
network
1
4
600
000
0.7
32
200
Global
network
2
400
000
3.1
12
400
Local
network
6
000
000
2.5
150
000
Total
11
000
000
1.8
194
600
Source:
case
study
with
one
of
our
publishers

27. s.sychenkov@corp.mail.ru
Recap:
Find your local partner
Get branded demand
Increase your ad revenue
by +15%, 25%, 125%!