simon podd, flurry
DESCRIPTION
The Lifecycle of a Mobile Game -- Simon Podd, Director of Sales at Flurry Winter Nights: Mobile Games Conference 2014 http://www.wnconf.com/)TRANSCRIPT
The State of Appnation
SIMON PODD | SNR DIRECTOR, EMEA
Winter Nights, St Petersburg, 7th February 2014
Flurry is the leading mobile advertising and analytics provider
Publ
isher
Adve
rtise
r
Audience
AppCircleApplications: 10,000+Devices/month: 300M
Conversions/month: 120M
AppSpotApplications: 2,500+
Devices/month: 250MImpressions/month: 7.5B
Analytics Applications: 390,000Devices/month: 1.2B
Data points/month: 1.9T
Monthly device reach (millions)
Flurry has the deepest insight into consumer behavior on mobile
Flurry Facebook Google Millennial Media
Twitter0
200
400
600
800
1000
1200
1400
1200
875
700
400320
www.flurry.com 4
App Adoption?
Time spent on mobile devices
2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
73%81% 87%
27%19% 13%
Mobile WebApps
www.flurry.com 5
Mobile Content Explosion?
App starts on the Flurry platform
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 -
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
www.flurry.com 6
Global Adoption? 100% Growth is the Norm
Growth in active connected devices
<0%0-99%100-199%200-299%300%+
www.flurry.com 7
Developers with an Audience over 1m MAU
Great Contribution from the Independent App Developers
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 -
100
200
300
400
500
600
700
800
900
1,000
www.flurry.com 8
Global Mobile Developer Explosion?
Percentage of active apps by developer country
2011 2012 20130
10
20
30
40
50
60
70
80
90
100
OtherUS
55%
45%
64%55%
36%45%
Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated
www.flurry.com 9
Total time spent in apps by user country and app country of origin
The US Losing its Lead?
Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013
United States United Kingdom
Brazil China 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
59%
35%25%
16%
5%
7% 64%
33%44%
56%
18%
13%
8%
8%
OtherBrazilChinaUnited KingdomUnited States
Perc
enta
ge o
f tot
al ti
me
in a
pps
User country
App country of origin
Disruption Across Multiple Industries
Source: Flurry Analytics
WW Session in iOS and Android Apps
11
Mobile’s Share of Advertising is Growing at Incredible Rates
Worldwide total mobile spend as a % of digital spend (in $BN)
2011 2012 2013 2014 2015 2016 20170
50
100
150
3.97 8.874 16.7 26.237.47
49.662.84
82.4595.19
100.9106.36
107.41
110.4
110.2
All DigitalMobile
$86.43
$104.04$117.60
$132.62$146.38
$160.02
$173.12
Source: eMarketer
www.flurry.com 12
Worldwide programmatic ad spend is currently $12B, jumping to $32B by 2017
The programmatic & RTB opportunity
Source: eMarketer
Opportunities for today and tomorrow…
Big Data can create enormous opportunity, but only for those that can intelligently harness it
Intelligent Algorithms can better predict and identify patterns and signals that lead to successful marketing outcomes
RTB Exchanges enable marketers to be more efficient and use data like never before – with precision and in real time
Big Data powers the evolution from Perception to Precision
How to create a behavioral persona
Behavioral personas show that our target audiences are often in places we don’t expect
1. Identify business travelers based on what apps they use
2. Qualify only users who engage in apps 25x the average
3. Update membership bi-weekly
• Flight Booking
• Business Management
• Taxi
• Dining Reservations
Men might not be where you think they are
Sports Fans only spend 3% of their
time in sports apps
Business travelers
only spend 2% of their
time in travel apps
Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices
Time spent on mobile devices
Sports Fans Personal Finance Geeks
Business Travelers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52% 55%41%
6%7%
13%
19%21%
13%
19% 17%29%
All OtherFinanceSportsTravelNewsstandSocialNetworkingGames
To find Moms, target iPads; to find New Moms, target iPhones
Time spent on mobile devices
Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
New Moms
Moms
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
91%
41%
9%
59%
iPhoneiPad
Big Data - Solving the Needs of the Mobile Marketer
• Events• Segments• Funnels
• Audience• Demographics• Personas
• Target your consumers• Build more loyal audiences