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myTarget Best practices for mobile and social game developers Insights from the largest Russian publisher
| Date post: | 15-Apr-2017 |
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Business |
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myTarget Best practices for mobile and social game
developersInsights from the largest Russian publisher
Agenda• Social networks audience in
Russia• myTarget platform review• Russian mobile market• Real cases with pain and glory• Summary
myTarget platform review
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
Mail.Ru Group I myTarget
Targeting options
demography GEO Income level
social status
OS Interests and paying users
targetingsnetwor
k devices
myTarget traffic sources
over 140 000 000
From Russian largest social networks and Mail.Ru services ( Russia and CIS )
Case studies
1080х607 bannerMen, 35-59, Russia
Audience: never played or paid
CR (click – installation) 66%
CPI 27,24 RUB (0.3 EUR )
Current ROI 95% RUB
Potential ROI 300% RUB
Views1 862 688 Clicks4 077 Average CTR, 0,22 % Expenditures, RUB. 68 658,21
CASE STORY №1
BROAD TARGETINGS, RUSSIAINSTALLS 31 619CTR 0,14%CPC 1.37 RUBTOTAL 43 276 RUBMONTHLY REVENUE 70 900 RUBMONTHLY ROI 164%
BROAD TARGETINGS, RUSSIAINSTALLS 6 071CTR 0,13%CPC 2.20 RUBTOTAL 13 350 RUBMONTHLY REVENUE 20 012 RUBMONTHLY ROI 150%
BROAD TARGETINGS, RUSSIAINSTALLS 7 965CTR 0,14%CPC 2.22 RUBTOTAL 17 694 RUBMONTHLY REVENUE 24 753 RUBMONTHLY ROI 140%
CASE STORY № 2
CASE STORY № 3 – War Strategy Game
1080х607 native newsfeed banner- expensive CPC- expensive user
230х150 banner – Recommended games( Label )
128х128 banner+65% paying users
myTarget mobile
Market size
• #5 market by app installs• 60 mln smartphones and growing
Myth #1
Social status
Top grossing in Russia:• Supercell• Elex Technology• Machine Zone• Wargaming• Tap4fun• IGG• EA
Myth #2
Top grossing in Russsia
Complexity
• Simple interface + API• Strong accounting team• Common international principles• 61% advertisers from China, USA &
EU
Myth #3
Case studies
Evolution by my.com
• Simple texts• Segmentation: iPad/iPhone• Ages split (5-15 years)• WI-FI, retargeting
ROI:CPI:
279%$2.3
Results
EZPZ by R2Games
• Hundreds of creatives• Segmentation after initial
tests• Smart tracking and analytics• Support of myTarget team
Results0.9%$1.1
CTRCPI
• Non-stop audiences and banner tests;
• Android promotion;• Engaging creatives;
• Audiences segmentation.
2x more installs +60% CR growth
Results
Bla Bla Car
• 100K+ installs monthly• 70% Lower CPA• 250 campaigns and 600 creatives• Banners with smiling women
ResultsCPICTR
$ 0.25-7%
Top travel app listing
BANNER FIGHT!
Fresh and cool. Dance city
• Top 1 in Google play next week after release
• Average CTR 1,8-2%• CR – 20%• RR Day 1: 50%• 5000 DAU with budget 4000 USD (in
two weeks)• 8000 installs from myTarget daily
• Narrow targetings (anime, dance, games)
• 10 banners with style of the game• Female aud
Summary
Localization: App translation and optimization, ASO;
Targeting specific: social games, groups, apps;
Main tips
In-house test first;
Proper tracking and control;
Cross-device data usage;
Direct contact with myTarget manager
