User Acquisition in Russia | Irina Tripapina, Stanislav Sychenkov
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This document summarizes user acquisition strategies in Russia and provides case studies of successful campaigns run through the myTarget advertising platform. It first reviews the size and characteristics of the Russian mobile market and myTarget's capabilities. Case studies then show how companies achieved high click-through rates, conversion rates, and returns on investment through myTarget by testing many creatives, narrow audience targeting, and optimizing for factors like device type and age/gender. The document emphasizes testing approaches, proper tracking, and working directly with myTarget to localize apps and optimize monetization in the Russian market.
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User Acquisition in Russia | Irina Tripapina, Stanislav Sychenkov
- 2. Agenda • Russian mobile market • myTarget platform review • Real cases with pain and glory
- 4. Market size • #5 market by app installs • 50 mln smartphones and growing Myth #1
- 5. Social status Top grossing in Russia: • Elex Technology • Supercell • Machine Zone • Wargaming • Tap4fun • IGG • EA Myth #2 Top grossing in Russsia
- 6. Complexity • Simple interface + API • Strong accounting team • Common international principles • 61% advertisers from China, USA & EU Myth #3
- 8. Device share • Android: high share & growth • Windows Phone presence • Feature Phones lose market to cheap Android devices Source: myTarget data 24% 66% 5% 5%
- 9. Popular apps Source: TNS, Cities 700k+, 12-64 DAU VK Google Facebook
- 10. Language share Source: Russian census • London is the capital of Great Britain! • Let me speak from my heart! • Who is on duty today? 93% 7% Speak English Don’t Speak English
- 12. 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
- 13. Mail.Ru Group I myTarget
- 14. myTarget traffic sources over 50 000 000 From Russian largest social networks and Mail.Ru services
- 15. Benchmarks (average) 1$ CPI 1% CTR 10% Store CR 0.1$ CPC
- 16. Case studies
- 17. 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
- 18. • Non-stop audiences and banner tests; • Android promotion; • Engaging creatives; • Audiences segmentation. 2x more installs +60% CR growth Results
- 19. Dance city by 3guns • Top 1 in Google play a week after release • 5000 DAU with budget 4000 USD (2 weeks) • 8000 installs from myTarget daily
- 20. Dance city by 3guns Results Avarage CTR CR RR Day 1 1,8-2% 20% 50% • Narrow targeting (anime, dance, games) • 10 banners with style of the game • Female audience
- 21. Evolution by my.com • Over 30 creatives per campaign • Simple texts • Segmentation: iPad/iPhone • Ages split (5-15 years) • WI-FI, retargeting ROI: CPI: 279% $2.3 Results
- 23. Monetization in Russia Rich Audience Data Global Advertisers Easy Integration Different ad formats
- 24. Summary
- 25. 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