sergey kokhichko, mytarget

myTarget Best practices for mobile and social game

developersInsights from the largest Russian publisher

Agenda• Social networks audience in

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

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

Targeting options

demography GEO Income level

social status

OS Interests and paying users

targetingsnetwor

k devices

myTarget traffic sources

over 140 000 000

From Russian largest social networks and Mail.Ru services ( Russia and CIS )

Case studies

1080х607 bannerMen, 35-59, Russia

Audience: never played or paid

CR (click – installation) 66%

CPI 27,24 RUB (0.3 EUR )

Current ROI 95% RUB

Potential ROI 300% RUB

Views1 862 688 Clicks4 077 Average CTR, 0,22 % Expenditures, RUB. 68 658,21

CASE STORY №1

BROAD TARGETINGS, RUSSIAINSTALLS 31 619CTR 0,14%CPC 1.37 RUBTOTAL 43 276 RUBMONTHLY REVENUE 70 900 RUBMONTHLY ROI 164%

BROAD TARGETINGS, RUSSIAINSTALLS 6 071CTR 0,13%CPC 2.20 RUBTOTAL 13 350 RUBMONTHLY REVENUE 20 012 RUBMONTHLY ROI 150%

BROAD TARGETINGS, RUSSIAINSTALLS 7 965CTR 0,14%CPC 2.22 RUBTOTAL 17 694 RUBMONTHLY REVENUE 24 753 RUBMONTHLY ROI 140%

CASE STORY № 2

CASE STORY № 3 – War Strategy Game

1080х607 native newsfeed banner- expensive CPC- expensive user

230х150 banner – Recommended games( Label )

128х128 banner+65% paying users

QUESTIONS?Don’t hesitate to contact

us!

mytarget.clients@corp.my.com

myTarget mobile

Market size

• #5 market by app installs• 60 mln smartphones and growing

Myth #1

Social status

Top grossing in Russia:• Supercell• Elex Technology• 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

Case studies

Evolution by my.com

• Simple texts• Segmentation: iPad/iPhone• Ages split (5-15 years)• WI-FI, retargeting

ROI:CPI:

279%$2.3

Results

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

Bla Bla Car

• 100K+ installs monthly• 70% Lower CPA• 250 campaigns and 600 creatives• Banners with smiling women

ResultsCPICTR

$ 0.25-7%

Top travel app listing

BANNER FIGHT!

Fresh and cool. Dance city

• Top 1 in Google play next week after release

• Average CTR 1,8-2%• CR – 20%• RR Day 1: 50%• 5000 DAU with budget 4000 USD (in

two weeks)• 8000 installs from myTarget daily

• Narrow targetings (anime, dance, games)

• 10 banners with style of the game• Female aud

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