Mobile Marketing and User Acquisition Trends - 2014 and Beyond

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Mobile Marketing and User Acquisition Trends - 2014 and Beyond Bryan Buskas SVP Sales, Performance Advertising AdColony @BBuskas @AdColony

description

AdColony's semi-annual mobile app developer survey (fielded June 2 - 23, 2014) as presented at Casual Connect USA 2014. Bryan Buskas, SVP Sales Performance Advertising at AdColony, reveals the results of the company's annual developer survey to unveil insights on the latest trends and strategies for user acquisition and monetization straight from the top grossing devs. The new developer “future-casting” research presentation pulls insights and shows changes in attitudes over the past year on topics such as: - “What advertising channels are currently being used by Top Grossing mobile developers?” - “What user acquisition channels and ad formats are most effective at achieving campaign goals?” - “What trends from last year are on the down and out?” With aggregated data and real input from the biggest developers in the world on important topics like mobile video, social and more, Bryan presents the ever-changing mobile marketing landscape and provides a dose of reality on what’s working and what’s not.

Transcript of Mobile Marketing and User Acquisition Trends - 2014 and Beyond

Page 1: Mobile Marketing and User Acquisition Trends - 2014 and Beyond

Mobile Marketing and User Acquisition Trends -

2014 and Beyond

Bryan Buskas SVP Sales, Performance Advertising AdColony

@BBuskas @AdColony

Page 2: Mobile Marketing and User Acquisition Trends - 2014 and Beyond

Global leader in mobile video advertising featuring HD Instant-PlayTM technology that eliminates buffering and long load times

Page 3: Mobile Marketing and User Acquisition Trends - 2014 and Beyond

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

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PARTICIPANTS

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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?

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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%

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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%)

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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

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USAGE VS. EFFECTIVENESS BY UA CHANNEL

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100%

Video Ads Facebook (Display) Interstitials Banners Facebook (Video) Direct Deals

UsageEffectiveness(at least “very effective”)

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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%

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75%

100%

Direct Deals Cross Promo Offerwalls Free App Networks

UsageEffectiveness

How effective is each UA channel at achieving your campaign goals?

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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

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PRICING MODELS

CPI

CPCV

CPC

CPA

CPM

CPL

Other

0 13 25 38 50

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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

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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

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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

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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:

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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

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THANK YOU!

Bryan Buskas SVP Sales - Performance Advertising AdColony [email protected]