3 mobile user acquisition megatrends for 2016
TRANSCRIPT
3 UA megatrends for 2016
Eric Benjamin Seufert
Who am I?
Mobile Dev Memo
Freemium Economics
VP of User Acquisition & Network Engagement
2015 megatrends
2015 megatrends
• Continued surge of Video;
US Mobile Video Ad Spending2015 – 2018 (projection, billions)
Source: eMarketer
2015 2016 2017 2018 $-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
$2.62
$3.94
$5.09
$5.96 34%
41%45% 46%
Mobile Video Ad SpendMobile Video Ad Spend, Per-centage of Total
2015 megatrends
• Continued surge of Video;• Continued decline of mobile web;
Time Spent on Mobile Devices(minutes per day)
Source: Flurry
Q1 2013 Q2 2014 Q2 20150
50
100
150
200
250
0%
5%
10%
15%
20%
25%
158 162
220
20%
14%
10%
Time Spent on Mobile
Percentage of Mobile Time Spent in Browser
2015 megatrends
• Continued surge of Video;• Continued decline of mobile web;• Rise of the “viral gimmick app”;
2015 megatrends
• Continued surge of Video;• Continued decline of mobile web;• Rise of the “viral gimmick app”;• Growing impact of ad fraud;
2015 megatrends
• Continued surge of Video;• Continued decline of mobile web;• Rise of the “viral gimmick app”;• Growing impact of ad fraud;• Incipient development of walled gardens.
2016!
Megatrend 1: Growth of the Simultaneous Second Screen
Megatrend 1: Growth of the Simultaneous Second Screen
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:• Competitive;
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:• Competitive;• Social;
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:• Competitive;• Social;• Time-limited.
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:• Competitive;• Social;• Time-limited.
Opportunities:
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:• Competitive;• Social;• Time-limited.
Opportunities:• Social fantasy sports;
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:• Competitive;• Social;• Time-limited.
Opportunities:• Social fantasy sports;• Betting;
Megatrend 1: Growth of the Simultaneous Second Screen
Supports app features most tightly associated with spending money:• Competitive;• Social;• Time-limited.
Opportunities:• Social fantasy sports;• Betting;• Content extension (popular TV
shows, etc.).
Megatrend 2: Shift to Managed Services
Megatrend 2: Shift to Managed Services
Source: Mobile Dev Memo UA Questionnaire, http://mobiledevmemo.com/mobile-ua-questionaire-responses/
Megatrend 2: Shift to Managed Services
Source: Mobile Dev Memo UA Questionnaire, http://mobiledevmemo.com/mobile-ua-questionaire-responses/
Megatrend 2: Shift to Managed Services
• “No man’s land” of UA spend between $50 – 200k / month;
Megatrend 2: Shift to Managed Services
• “No man’s land” of UA spend between $50 – 200k / month;• Many companies employing 1-3 people for spending <$200k /
month, roles are becoming increasingly expensive & difficult to staff;
Megatrend 2: Shift to Managed Services
• “No man’s land” of UA spend between $50 – 200k / month;• Many companies employing 1-3 people for spending <$200k /
month, roles are becoming increasingly expensive & difficult to staff;
• Technology and analytics requirements for effective / efficient UA are growing, probably outside scope of most developers’ non-core services.
Megatrend 3: Growth of multi-device attribution
Megatrend 3: Growth of multi-device attribution
• Programmatic advertising may hit its stride on mobile in 2016;
Megatrend 3: Growth of multi-device attribution
Megatrend 3: Growth of multi-device attribution
• Programmatic advertising may hit its stride on mobile in 2016;• Video will only become more important in 2016;
Megatrend 3: Growth of multi-device attribution
Megatrend 3: Growth of multi-device attribution
• Programmatic advertising may hit its stride on mobile in 2016;• Video will only become more important in 2016;• Advertising networks are increasingly pushing view-through
attribution;
Megatrend 3: Growth of multi-device attribution
• Programmatic advertising may hit its stride on mobile in 2016;• Video will only become more important in 2016;• Advertising networks are increasingly pushing view-through
attribution;• In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI;
Megatrend 3: Growth of multi-device attribution
• Programmatic advertising may hit its stride on mobile in 2016;• Video will only become more important in 2016;• Advertising networks are increasingly pushing view-through
attribution;• In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI;• Deterministic matching will further accelerate development of
walled gardens.