India Blrdroid community Sept meetup - Bangalore

Yahoo Mobi le Developer Sui te

@ Blrdro id Sept meetup

P r e p a r e d b y F l u r r y A P A C t e a m

1 Yahoo Confidential & Proprietary

Agenda

Mobile revolution and landscape

Yahoo Mobile Developer Suite

Mobile monetization

300B

225B

150B

75B

2011 2012 2013 2014 2015 2009 2010 2008

MUSIC

GAMING

ENTERTAINMENT

SOCIAL

NETWORKING

TRAVEL

RETAIL

MESSAGING

TV

MEDIA MONTHLY FLURRY SESSIONS

Source: Flurry Analytics

APPS

720,000

DEVICES

PER MONTH

2B SESSIONS

PER DAY

10B


784

440 176

985

590

280

MOBILE ADDICTION CONTINUES TO RISE

Worldwide Daily App Usage Distribution (Millions)

REGULAR USERS SUPER USERS MOBILE ADDICTS

Under 16 Times 16 to 60 Times 60+ Times

+34%

+26%

+59%

Q2 2014 Q2 2015


MOBILE ADDICTS

1 CHINA 1,305

2 INDIA 1,216

3 UNITED STATES 319

4 INDONESIA 248

5 BRAZIL 202

6 PAKISTAN 182

7 NIGERIA 177

8 MOBILE ADDICTS 176

9 BANGLADESH 152

1

0 RUSSIA 141

2014

Compared to World Population Rank


1 CHINA 1,320

2 INDIA 1,273

3 UNITED STATES 322


5 INDONESIA 255

6 BRAZIL 205

7 PAKISTAN 190

8 NIGERIA 183

9 BANGLADESH 158

1

0 RUSSIA 146

2015



158 162

220

3 HOURS AND 40 MINUTES A DAY

On Mobile Devices in the US

Q1 2013 Q2 2014 Q2 2015

+35

%

MOBILE TIME SPENT (MINUTES)

20% BROWSER BROWSER

10%

TIME IN

BROWSER

DECREASED

BY HALF

-50% 14%

BROWSER

Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015

US TIME SPENT ON MOBILE

Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015

Source: comScore, Pandora, Facebook, NetMarketShare, Flurry Analytics, June 2015

US TIME SPENT

On Gaming, Entertainment and Messaging & Social (Minutes)

MEDIA CONSUMPTION IN APPS

Source: Pew Research, Added Value & Millward Brown Digital. Tumblr Content Engagement

Study, October 2014., Flurry Analytics

46

96

Q2 2014 Q2 2015

Including Social & Messaging (Minutes)

DAILY MINUTES/US CONSUMER

+108%

CONTENT IS KING AGAIN

$21

$33 $23

$31

CONSUMERS PAY FOR CONTENT

Global Mobile Revenues (Billions)

2014 2015

IN-APP PURCHASES MOBILE ADS (EX. SEARCH)

Source: Flurry Analytics, eMarketer, AppAnnie, Apple

CONTENT DISCOVERY

HAS BECOME PART OF

THE SOCIAL EXPERIENCE

SEO SEM BLUE LINKS

COMMUNITIES HAVE BECOME THE DISTRIBUTION

CHANNEL

Agenda



Mobile monetization


YAHOO MOBILE

DEVELOPER SUITE


Flurry Analytics +

Explorer

Flurry

Pulse

Yahoo App

Publishing

Yahoo Search in

Apps

Yahoo App

Marketing

Tumblr In-App

Sharing

The first “Designed for Mobile” and “Free”

analytics platform since 2008


Average of 7 apps

per device 720,000 apps

220,000 developers 2 billion devices

Flurry at a glance

Flurry users and testimonials


“Using Flurry Analytics, we have

been able to greatly improve our

apps and in-app purchase rates.

We now know what users want in

the app and can provide that with

confidence.”

Get started with Flurry Analytics in 3 steps


Sign up at developer.yahoo.com

Create new app and download SDK

Integrate SDK with 2 lines of code

What does implementation entail?


Get started in minutes– 2 lines of code gives you all your mobile usage metrics,

demographic information, and User Acquisition Analytics

Advanced Flurry implementations with full event tagging take days, not weeks

or months like other enterprise software solutions

Flurry Analytics is a SaaS-based delivery model and does not require additional

resources from your IT department

FLURRY SDK


What is the key indicator

for growing my

downloads?

What are my target

audiences interested in?

What does user

journey look like?

What kind of marketing

campaigns can attract

the most people?

As an app owner, you’ll face these

questions…

What is the growth performance of different

types of users?

What are the basic metrics you can/should track?

@FlurryMobile

• Users are identified by unique device IDs • A new mobile user is a user that launches the app for the first time

New mobile users

• A session is one use of the application by a user • In Flurry, you can measure median and average session length for

your users, as well as the total amount of time spent in your app

Sessions

• An active user is defined as a user that has had a session with your application during a specified time period

• Available in daily, weekly, or monthly view, as well as Time of Day

Active mobile users

• A retained user in Flurry is defined as a user that has had at least one session with your application in the past seven days.

• Flurry also reports on user churn

Retained users

Mobile App Analytics Introduction


MISSION HOW FLURRY HELPS YOU TO ANSWER?

1. Demographic: gender, age, language, geography

2. Segments: to identify cohorts of valuable users

3. Persona: Through Yahoo superior database, Flurry can help developers to predict their audience’s interest and behavior

1. User Acquisition: Developers can track marketing campaign performance by UAA

2. Usage and Events: Developers can deeply understand user’s path in the app

3. Retention: Developers can use cohort analysis to realize how engaged their users are

Understand Users

Optimize App performance

Cohorts:

Segment based on acquisition date

Usage Level:

Define heavy, regular & infrequent users

Events:

Any event, parameter, or value you specify

Demographics & Geography:

Age, gender, location, language and more

Acquisition Source:

Segment by channel & campaign

Create segments using all important metrics

Segment Your Audience Your Way


Understand Users

Determine which Personas are valuable to you

IDENTIFY USERS

based on what apps

they use

1 2

CREATE

user persona

3

UPDATE

membership

bi-weekly

4

QUALIFY

only recent heavy

users of those apps


Understand Users

Flurry Personas

BUSINESS

Business Professionals

Personal Finance Geeks

Real Estate Follower

Small Business Owner

TRAVEL

Business Travelers

Flight Intenders

Leisure Travelers

SHOPPING

In-app Purchasers

Mobile Payment Makers

Value Shoppers

SPORTS

Sports Fans

Avid Runners

Soccer Fans

ENTERTAINMENT

Bookworms

Casual and Social Gamers

Entertainment Enthusiasts

Hardcore/Midcore Gamers

Movie Lovers

Music Lovers

News and Magazine Readers

Slots Players

TV Lovers

LIFESTYLE

Auto Enthusiasts

Avid Runners

Engineering Enthusiasts

Fashionistas

Food & Dining Lovers

Health & Fitness Enthusiasts

High Net-Worth Individuals

Home & Garden Pros

Mothers

New Mothers

Parenting & Education

Pet Owners

Photo & Video Enthusiasts

Singles

Social Influencer

Sports Fans

Tech & Gadget Enthusiasts


Understand Users


Top 3 Key Action from User View


Acquire

Activate

Retention

Understand Users



Acquire

Activate

Retention


Understand Users

Acquire – User Acquisition How It Works: An Example Campaign



Understand Users

Flurry records

app install

For each

campaign, set up

a unique

clickthrough URL

Flurry records app

launch

Flurry matches

launch to install

source

Reporting

available for you

to track

Yahoo Use Case 1 (eCommerce) – Flurry UAA

Top 3 Key Action for your Analysis


Acquire

Activate

Retention


Understand Users

Activate – Usage & Events Are users converting along the key paths in your app?



Understand Users

Use your events to create funnels to measure any series of steps you want

consumers to complete

Improve conversions over time and versions

Analyze funnel data by segments, versions, and time to gain even more insight

Yahoo Use Case 2 (Yahoo News App) – Event Funnel

1,745

650 220



Acquire

Activate

Retention


Understand Users

Retention Are users retained?



Understand Users

Flurry retention metrics include Return Rate (e.g, static retention), Rolling Retention,

and Recent Users

The Return Rate chart above includes a heat map to compare by install date cohort

Compare return rate by months since install

Get started with Flurry Analytics in 3 steps


Sign up at developer.yahoo.com

Create new app and download SDK

Integrate SDK with 2 lines of code


http://ymdcnyc.tumblr.com/

WATCH ANALYTICS

1,000 APPS

REAL TIME METRICS

Flurry Analytics – Explorer


Stay in touch


Developer.yahoo.com: one stop for you to utilize Yahoo open tools

Flurrymobile.tumblr.com: watch out the latest mobile insights and trends

Agenda



Mobile monetization

0

50

100

150

200

250

2011 2012 2013 2014 2015E

More and more free apps in our mobile devices

53 Source: Gartner

CAGR

(11-15)

76%

47%

# of downloads

(B)

Free

Paid

2014

88% 90% 91% 93% 94% Free

download%

Mobile in-app advertising revenue are growing with more

free apps

54 Source: Yahoo; App Annie

0

0.5

1

1.5

2

2.5

3

3.5

in-app advt revenue

Revenue Index

2014

2018

CAGR

34%

Flurry ANALYTICS

+ Explorer Flurry Pulse

Yahoo App

Publishing Yahoo Search in

Apps

Yahoo App

Marketing

5

5


56

E X P E R I E N C E

SEARCH

M O N E T I Z AT I O N

+

Messaging today

1 2 3 4 5 6

Messaging with Yahoo Search In Apps

1 2 3

Simple Search

for more content

Use Cases

Launchers Communications Keyboards Media/Content

Search In App Value to developers

Keep users

in app

Make money

Easy to

integrate

allow developers to introduce a new form of

sharable content and drive more engagement

search comes with ads, so developers have the

access to a new revenue channel

24 – 48 hours for some typical integrations

Flurry ANALYTICS

+ Explorer Flurry Pulse

Yahoo App

Publishing Yahoo Search in Apps

Yahoo App

Marketing


Single Flurry SDK for Native, Video and Display

Display advertising demand

from 50+ DSPs

Native ads from the Yahoo

Gemini marketplace

Video demand from Yahoo,

BrightRoll and the Flurry

marketplace

Native style display projected to reach $6 billion in 2018

64 Source: Business Intelligence

0

1

2

3

4

5

6

2013 2014E 2015F 2016F 2017F 2018F

Native-Style Display $billion

CAGR

(15-18)

34%

1.3

5.7

Native or Banner?


Native Banner viewed 52% more frequently than

CTR is 2-6 times of Banner Native

Native ad for publishers: fill-rate, eCPM, and control

66

High Fill Rate Competitive eCPM Control

67

Use cases

69 Source:

70 Source:

71 Source:

Native Video for App Publishers

72 Source:

User experience

Custom Formats

Premium Advertisers

Insight across users, apps, and devices

73

May ‘08

50 apps

600m MAUs

720k apps

2B devices

NEWS, SPORTS,

FINANCE

MAIL SEARCH

Flurry ANALYTICS

+ Explorer

Flurry Pulse

Yahoo App Publishing Yahoo Search in Apps

Yahoo App Marketing

Yahoo Mobile Developer Suite:

DEVELOPER.YAHOO.COM

Email: [email protected]

India Blrdroid community Sept meetup - Bangalore

Mobile

Transcript of India Blrdroid community Sept meetup - Bangalore