User acquisition in Russia

Agenda

• Russian mobile market• myTarget platform review• Real cases with pain and glory

Market size

• #5 market by app installs• 50 mln smartphones and growing

Myth #1

Social status

Top grossing in Russia:• Elex Technology• Supercell• 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

Device share

• Android: high share & growth• Windows Phone presence• Feature Phones lose market

to cheap Android devices

Source: myTarget data

24%

66%

5% 5%

Popular apps

Source: TNS, Cities 700k+, 12-64

DAU

VK Google Facebook

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%SpeakEnglish

Don’t SpeakEnglish

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

myTarget traffic sources

over 50 000 000

From Russian largest social networks and Mail.Ru services

Benchmarks (average)

1$ CPI 1% CTR

10% Store CR

0.1$ CPC

Case studies

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

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

Dance city by 3gunsResults

Avarage CTRCRRR Day 1

1,8-2%20% 50%

• Narrow targeting (anime, dance, games)

• 10 banners with style of the game• Female audience

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

Monetization in Russia

Monetization in Russia

Rich Audience Data

Global Advertisers

Easy Integration Different ad formats

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

QUESTIONS?

mtm@corp.my.com