Post on 05-Dec-2014
description
Mobile Marketing and User Acquisition Trends -
2014 and Beyond
Bryan Buskas SVP Sales, Performance Advertising AdColony
@BBuskas @AdColony
Global leader in mobile video advertising featuring HD Instant-PlayTM technology that eliminates buffering and long load times
USER ACQUISITION TRENDS!
• Semi-annual mobile app developer survey • Fielded June 2 - 23, 2014 • 17 required questions (5
optional) requiring 94 responses
• 49% response rate
PARTICIPANTS
SAMPLE QUESTIONS
• What User Acquisition (UA) channels do you use?
• How effective is each UA channels/format at achieving your campaign goals?
• What are the most important KPIs in evaluating ad network / campaign performance?
• What pricing models do you use?
• Compared to last year, my campaigns in 2014 have….
• Compared to 2014, in 2015, I expect my UA campaigns to…
• What UA channel in 2015 are you most excited about?
USAGE BY CHANNEL/FORMAT
Which of the following UA channels do you work with?
Video Ads 100%
Facebook App Install Ads (Display) 92%
Interstitials 90%
Display/Banners 86%
Facebook App Install Ads (Video) 69%
Direct Publisher Deals 59%
Cross Promotion Platforms/Partners 49%
Offer Walls (Incentivized) 47%
Free App Networks (e.g. Free My Apps) 35%
Television 22%
OOH (e.g. Billboards, Posters) 6%
Print 2%
Other 2%
0 25 50
1
1
3
11
17
23
24
29
34
42
44
45
49
Video ads are now the most common UA channel (100% usage with Top Grossing developers) along with Facebook app install ads (92%), interstitials (90%) and display (86%)
CHANNEL/FORMAT USAGE TRENDS
Which of the following UA channels do you work with?
Jan‘13 July‘13 June‘14
Video Ads 100% 100% 100%
Facebook App Install Ads (Display) 68% 94% 92%
Interstitials 100% 83% 90%
Display/Banners 89% 86% 86%
Facebook App Install Ads (Video) - - 69%
Direct Publisher Deals 63% 72% 59%
Cross Promotion Platforms/Partners 68% 53% 49%
Offer Walls (Incentivized) 100% 64% 47%
Free App Networks (e.g. Free My Apps) 95% 64% 35%
Television - - 22%
OOH (e.g. Billboards, Posters) - - 6%
Print 0% 0% 2%
Other 5% 3% 2%
Video Ads, Facebook App Install Ads, Interstitials and Display continue to dominate the media mix for performance advertisers, while direct deals, cross promo, offer walls, and free app
networks all continue to lose significant share over the last year and a half
USAGE VS. EFFECTIVENESS BY UA CHANNEL
0%
25%
50%
75%
100%
Video Ads Facebook (Display) Interstitials Banners Facebook (Video) Direct Deals
UsageEffectiveness(at least “very effective”)
DECLINING USAGE AND EFFECTIVENESS
Which of the following UA channels do you use?
0%
25%
50%
75%
100%
Jan'13 Jul'13 Jun'14
Direct Publisher DealsCross Promotion Platforms/PartnersOffer Walls (Incentivized)Free App Networks (e.g. Free My Apps)
0%
25%
50%
75%
100%
Direct Deals Cross Promo Offerwalls Free App Networks
UsageEffectiveness
How effective is each UA channel at achieving your campaign goals?
KPIS
50%
75%
100%
Jan’13 Jul’13 Jul'14
Quality of UserPriceTargetingServiceVolume
• Quality is king • Price, targeting, and service are
all growing in importance • Volume is still important, but
much less today than in the last 18 months
PRICING MODELS
CPI
CPCV
CPC
CPA
CPM
CPL
Other
0 13 25 38 50
1
1
14
15
20
29
49 CPI 100%
CPCV 59%
CPC 41%
CPA 31%
CPM 29%
CPL 2%
Other 2%
Which pricing models do you work?
CPI is still the most common pricing model used by 100% of advertisers, however CPCV (video) is now the 2nd most used pricing model - above CPC, CPA or CPM
2014 TRENDS
0%
25%
50%
75%
100%
Jan’13 Jul’13 Jul'14
Increase in sizeIncrease in reach (geo)Utilize new channelsShift to videoFocused with fewer partnersMore focused on CPIShift to Android
• Budgets are increasing • Campaigns are more global • New channels are emerging • Video is gaining share • Spend is consolidating with
fewer partners
2014 TRENDS
0%
25%
50%
75%
100%
Jan’13 Jul’13 Jul'14
Shift to socialMore focused on CLV than costShift to direct dealsShift to interstitialsShift to iOSShift to free app networksShift to display/bannersShift to offerwalls
• Growth in spend with social channels is slowing
• CLV is still an important focus • Growth of interstitials, free app
networks, display, and offer walls is declining
2015 OUTLOOK
2015 Outlook
Increase in size ($) ⬆ strongly agree
Increase in reach (more geographies) ⬆ strongly agree
Utilize new channels ⬆ strongly agree
Be more focused with select partners ⬆ strongly agree
Shift more to video ⬆ agree
Shift to social (e.g. facebook) ⬆ agree
Be more focused on CLV ⬆ agree
Be more focused on CPI ⬆ agree
Shift more to iOS -
Shift more to Android -
Shift more to Windows -
Shift more to interstitials -
Shift more to direct deals ⬇disagree
Shift more to display/banners ⬇ strongly disagree
Shift more to Free App Networks ⬇ strongly disagree
Shift more to offer walls (incentivized) ⬇ strongly disagree
Str
on
gly
ag
ree
Str
on
gly
dis
ag
ree
Compared to 2014, in 2015, I expect my UA campaigns to:
MOST EXCITING UA CHANNEL/FORMAT
For the 2nd straight year, advertisers are most excited about the potential and results of video and social as the main 2 user acquisition channels.
Video 43%
Social (e.g. Facebook) 41%
Other 10%
Television 2%
Interstitials 2%
Free App Networks 2%
Offerwalls 0%
Banners 0%
Print 0%
OOH (e.g. billboards) 0%
What UA channel are you most excited about in 2015?
Video
Social
Other
THANK YOU!
Bryan Buskas SVP Sales - Performance Advertising AdColony bryan@adcolony.com