Матвей Кривошеин (Forex Club): Эффективное привлечение пользователей

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The document discusses new challenges in user acquisition for mobile applications. It notes that mobile user base growth is slowing down, while the number of applications continues to rise. This has led to issues like ad fatigue, mobile fraud, and banner ads becoming less effective. The document explores alternative user acquisition strategies like video ads, which are very engaging but have limited inventory. It also discusses challenges posed by mobile advertising fraud, which costs companies $100 million annually. Effective detection of bot traffic and incentivized fraud is important for companies.

Marketing

New challenges in
User Acquisition
TargetSummit Moscow, 2017
Matt Krivoshein
Forex Club, User Acquisition
krivoshein-mv@fxclub.org

More users
More installsMore conversions

Mobile user-base growth
is slowing down
source: Statista
TargetSummit Moscow, 2017

source: eMarketer
TargetSummit Moscow, 2017
Mobile user-base growth
is slowing down

Number of apps is
constantly growing
Google Play App Store
source: Statista
TargetSummit Moscow, 2017

Mobile internet advertising
spending per mobile user
Mobile internet advertising spending per mobile internet user worldwide
from 2013 to 2018 (in U.S. dollars)
source: Statista
TargetSummit Moscow, 2017

New challenges in
User Acquisition
TargetSummit Moscow, 2017
Ad fatigue Mobile fraud

Banner ads no longer work
TargetSummit Moscow, 2016

Video ads are very effective
TargetSummit Moscow, 2017

Video ads
TargetSummit Moscow, 2017
+ Very engaging
+ User-friendly
+ Story-telling
+ Huge inventory
- Speed of production

360° Video Ads
+ Super engaging
+ WOW-factor
TargetSummit Moscow, 2017
- Complicated production
- Limited inventory

Messaging Bots Advertising
+ Very engaging
+ User-friendly
- Limited inventory
TargetSummit Moscow, 2017

$ 100 000 000
source: Appsﬂyer
losses due to mobile ad fraud

Most popular app categories
for advertising fraud, 2016
source: Statista
TargetSummit Moscow, 2017

Incentivized trafﬁc
Incentivized installs
Incentivized events
Incentivized payments
Incentivized retention
Check & compare
conversion rates
TargetSummit Moscow, 2017

Bot trafﬁc
GEO Cheating
Bot farms
Click spamming

Bot trafﬁc: detection
Trafﬁc scoring
Transaction ID check
Daily events distribution
User-agent data review
TargetSummit Moscow, 2017
Compare data

Sub1 Sub2
Sub_Sub1
Typical behaviour of a detected fraudster
Sub3 Sub4
Sub_Sub2
TargetSummit Moscow, 2017

You can’t eliminate ad fraud
Your goal is not to pay for ad fraud
TargetSummit Moscow, 2017

Questions
Matt Krivoshein
Forex Club, User Acquisition
krivoshein-mv@fxclub.org
TargetSummit Moscow, 2017

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