Flurry Road Trip - France State of Mobile & Monetization

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Welcome to #FlurryRoadTrip Paris Edition Wifi Network: Dojo_Saint_Martin3 Wifi Password: dojocreaistop

Transcript of Flurry Road Trip - France State of Mobile & Monetization

Page 1: Flurry Road Trip - France State of Mobile & Monetization

Welcome to #FlurryRoadTrip Paris Edition Wifi Network: Dojo_Saint_Martin3 Wifi Password: dojocreaistop

Page 2: Flurry Road Trip - France State of Mobile & Monetization

Yahoo 2016 Confidential & Proprietary

The Lineup

James Kelm Senior Director

Product Management

Show Me the Measurement: Monetizing Mobile Apps

Chris Klotzbach Director

Product Marketing

The State of Mobile: French Deep Dive

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Yahoo 2016 Confidential & Proprietary

Flurry Explorer

Compare and filter data by custom events, session info, technical data, demographic and geographic information, attribution, and time period.

Flurry’s powerful analysis tool allows you to understand user behavior through instant queries.

How do your users interact with your app?

Where do users drop off in an event sequence?

What actions make your app sticky?

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Yahoo 2016 Confidential & Proprietary

Take 5 minutes today to integrate Flurry Analytics into your app

Need more information? Send an email to [email protected]

Get started at

developer.yahoo.com

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JAMES KELM, SR. DIRECTOR, PRODUCT MANAGEMENT

SHOW ME THE MEASUREMENT: MONETIZING MOBILE APPS

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Yahoo 2016 Confidential & Proprietary6

$31

$23

$33

$21

2014

IN-APP PURCHASES MOBILE ADS (EX. SEARCH)

Source: Flurry Analytics, eMarketer, AppAnnie, Apple

THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM…

2015

Global Mobile Revenues (Billions)

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Yahoo 2016 Confidential & Proprietary7 Source: eMarketer.com

…AND MOBILE AD SPEND IS ONLY GROWING

$0B

$10B

$20B

$30B

$40B

2014 2015 2016 2017 2018 2019

$34$30

$26

$21

$15

$10

US Mobile Ad Spending 2014-2019

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Yahoo 2016 Confidential & Proprietary

US TIME SPENT ON MOBILE

8

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

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Yahoo 2016 Confidential & Proprietary9

YOUR IMPACT

Content Creation & Consumption

Shifting Users From Traditional MediaApp Commerce

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Yahoo 2016 Confidential & Proprietary10

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WHAT ADS ARE WORKING BEST FOR MOBILE APPS

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Yahoo 2016 Confidential & Proprietary12

NATIVE AND VIDEO WORK BEST.

Native

Video

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Yahoo 2016 Confidential & Proprietary13

WHAT IS NATIVE?

Native Advertising:

Third-party ads that match the look, feel, and visual context of the environment they are seen. Native ads are not branded content with an editorial voice.

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Yahoo 2016 Confidential & Proprietary14

TOP PERFORMING CATEGORIES FOR NATIVE

SOCIAL

MESSAGING

NEWS & CONTENT

PHOTOGRAPHY

UTILITY & PRODUCTIVITY

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Yahoo 2016 Confidential & Proprietary15

EXPLOSIVE GROWTH IN NATIVETotal Ad Requests by Region and Year-over-year growth

United States Rest of World

39.4B236.1B

76.1B

2.02T

+498%YoY Growth:

+2,548%YoY Growth:

Source: Yahoo, July 2016

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Yahoo 2016 Confidential & Proprietary16

NATIVE IS GLOBAL

WEB APP

Source: Yahoo, July 2016

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Yahoo 2016 Confidential & Proprietary17

NATIVE ADS DRIVE HIGHER ROI FOR PUBSNative vs Display eCPM

CPM

+227%

Source: Yahoo, July 2016

BANNER NATIVE

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Yahoo 2016 Confidential & Proprietary18

WHAT DO VIDEO ADS LOOK LIKE IN 2016?

Video Advertising:

• Vertical

• In-Stream

• Interstitial

• Rewarded

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Yahoo 2016 Confidential & Proprietary19

TOP PERFORMING CATEGORIES FOR VIDEO

GAMES

MESSAGING & SOCIAL

VIDEO & ENTERTAINMENT

MUSIC

PHOTOGRAPHY

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HOW AND WHEN SHOULD I INTEGRATE ADS?

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Yahoo 2016 Confidential & Proprietary21

DECIDE WHEN TO INTEGRATE ADS

DAY 01 or DAY ??

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Yahoo 2016 Confidential & Proprietary22

DECIDE WHEN TO INTEGRATE ADS

DAY 01 or DAY ??

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Yahoo 2016 Confidential & Proprietary23

UNDERSTAND AD IMPACT ON USER RETENTION

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Yahoo 2016 Confidential & Proprietary24

WHAT’S NEXT?

Tune your Ad Experience:

• Analyze user experience(s)

• Fix performance issues

• Experiment with placement and frequency

• Segment your audience

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Yahoo 2016 Confidential & Proprietary25

EXPERIMENT WITH PLACEMENT

Place video ads at a

natural break in the

app flow

Distribute native ads

throughout the content

of the app

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Yahoo 2016 Confidential & Proprietary26

THINK ABOUT YOUR AUDIENCES

• Who are your users?

• Where do they come from?

• Are they making in-app

purchases?

• Segment users

• Purchasers

• Potential Purchasers

• Ad viewers

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Yahoo 2016 Confidential & Proprietary27

MONEY MATTERS…

…But not at the expense of user experience

• Ad performance: Fill, CPM, CTR, Viewability

• Address low CTR

• Address low fill, viewability

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Yahoo 2016 Confidential & Proprietary28

THE BOTTOM LINE

• Think native and video

• Integrate early

• Test and iterate

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THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM

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STATE OF MOBILE: FRENCH DEEPDIVE

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Yahoo 2016 Confidential & Proprietary

FLURRY BY THE NUMBERS

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APPS

830,000

DEVICES PER MONTH

2BSESSIONS PER DAY

10B

Source: Flurry Analytics

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Yahoo 2016 Confidential & Proprietary

MONTHLY FLURRY SESSIONSDATA FROM OVER 830,000 APPLICATIONS

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Sources: Flurry Analytics

300B

225B

150B

75B

2011 2012 2013 2014 20152009 20102008

MUSIC

GAMING

ENTERTAINMENT

SOCIALNETWORKING

TRAVEL

RETAIL

MESSAGING

TV

MEDIA

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Yahoo 2016 Confidential & Proprietary

FLURRY IN FRANCE

33

APPS14,003

2,975Source: Flurry Analytics

COMPANIES

19%APP ACTIVITY ON FRENCH MADE APPS

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Yahoo 2016 Confidential & Proprietary

KEY MOBILE GROWTH IN EUROPETRAILING 12 MONTHS YOY SESSION GROWTH

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Source: Flurry Analytics, Trailing 12 Months YOY Session Growth , Aug 15-Aug 16

2%5%

8%

16%

Germany United Kingdom Europe France

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Yahoo 2016 Confidential & Proprietary

FRANCE YOY SESSION GROWTH & DECLINE IN KEY APP CATEGORIES

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Source: Flurry Analytics, 2015-2016

-31%-17%

14%53%

138%

217%

Business & Finance WeatherSports Books

& Reference

Utilities & ProductivityGames

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Yahoo 2016 Confidential & Proprietary36

SMART PHONE PENETRATION IN EUROPEDEVICES PER POPULATION

1 SWEDEN 160%

2 NETHERLANDS 140%

3 UNITED KINGDOM 125%

4 FRANCE 86%

5 SPAIN 79%

6 GERMANY 77%

7 ITALY 70%

8 RUSSIAN 65%

9 POLAND 42%

10 UKRAINE 40%

Sources: Flurry Analytics, Sept 2016: UN Dept of Economic and Social Affairs; World Bank ’15 GNI Per Capita

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Yahoo 2016 Confidential & Proprietary37

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FRANCE MOBILE USAGE PEAKS DURING LUNCH & LATE AT NIGHTFRANCE SESSIONS INDEXED BY HOUR

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Yahoo 2016 Confidential & Proprietary

WORLDWIDE DAILY APP USAGE DISTRIBUTION (MILLIONS)

MOBILE ADDICTION CONTINUES TO RISE

38

Sources: Flurry Analytics

280

590

985

176

440

784

REGULAR USERS SUPER USERS MOBILE ADDICTS

Under 16 Times 16 to 60 Times 60+ Times

+34%

+26%

+59%

Q2 2014 Q2 2015

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Yahoo 2016 Confidential & Proprietary

MOBILE ADDICTSCOMPARED TO WORLD POPULATION RANK

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Sources: Flurry Analytics

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

10 RUSSIA 141

2014

8 MOBILE ADDICTS 176

1 CHINA 1,320

2 INDIA 1,273

3 UNITED STATES 322

4 MOBILE ADDICTS 280

5 INDONESIA 255

6 BRAZIL 205

7 PAKISTAN 190

8 NIGERIA 183

9 BANGLADESH 158

10 RUSSIA 146

2015

4 MOBILE ADDICTS 280

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Yahoo 2016 Confidential & Proprietary

US: MORE THAN 4 HOURS A DAYON MOBILE DEVICES IN THE US

40

251

220

162158

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

MOBILE TIME SPENT (MINUTES)

20% BROWSER BROWSER

10%

TIME IN BROWSER

DECREASED BY HALF

-50%14% BROWSER BROWSER

9%

Q1 2013 Q2 2014 Q2 2015 Q4 2015

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Yahoo 2016 Confidential & Proprietary

US TIME SPENT ON MOBILE

41

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

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Yahoo 2016 Confidential & Proprietary

SAMSUNG DEVICES GAINING GROUND IN FRANCE

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DEVICE DISTRIBUTION BY MANUFACTURE IN FRANCE

Sources: Flurry Analytics, 2015-2016 Device Distribution in France

AppleSamsungSonyWikoHuaweiHTC

42%51%

30%37%

5%3%

1%

5%

2%

2015 2016

2%2% 2%

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Yahoo 2016 Confidential & Proprietary

PHABLETS DRIVING EARLY STAGE HARDWARE REFRESH27% OF ALL 2015 ACTIVATIONS WERE PHABLETS

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Sources: Flurry Analytics, 2015

Full-size Tablets Small Tablets Phablets Medium Phones Small Phones

2015

2014

9% 9% 27% 54% 1%

11% 11% 13% 63% 2%

17% 12% 4% 64% 3%2013

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Yahoo 2016 Confidential & Proprietary

PHABLETS: GREAT FORM FACTOR FOR MEDIA

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GROWTH RATE OF MEDIA APPS OVER INDEXES ON PHABLETS

Sources: Flurry Analytics, 2014-2015 YoY Growth Rate

News & Magazines Sports Music, Media & Entertainment

21%53%135%

88%

274%

721%

5.16x

5.34x

4.19x

PHABLET ALL DEVICES

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Yahoo 2016 Confidential & Proprietary

Full-size Tablet Small Tablets Phablets Medium Phones Small Phones

8%

85%

334%

81%

26%

117%

WORLDWIDE TIME-SPENT SKYROCKETS ON PHABLETSOVER INDEXES ON PHABLETS ALMOST 3 TO 1

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Source: Time Spent on Mobile by Form Factor, Flurry Analytics, 2014 to 2015

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Yahoo 2016 Confidential & Proprietary46

… BUT NOT ON TRADITIONAL TVChange in Hours Spent Watching Traditional TV per Month by Age Group

(Live + VOD + DVR, Q2 2015 v Q2 2010)

3

18

-16 -15

-42

-46

-36

-18

50-6465+P2+ 35-49 25-34 18-24 12-17 2-11

Change in Time Spent Watching Traditional TV by Age Group(Live + VOD + DVR, Based on Q2s)

-10%

-15%

-20%

-25%

-30%

-35%

-5%

0%

5%

10%

2010 2011 2012 2013 2014 2015

65++9%

50-64+2%

35-49-9%

US POP.-10%

2-11-15%

25-34-28%

12-17-31%

18-24-37%

Source: MEDIAREDEF I NIELSEN I @LiamBoluk

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Yahoo 2016 Confidential & Proprietary

… BECAUSE MOBILE IS ABSORBING IT

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198

139126

168168168

Q2 2013 Q2 2014 Q2 2015

TV Apps

Source: Flurry Analytics, US Department of Labor Statistics, Pandora, Facebook, comScore, NetMarketShare

US Time Spent (Minutes)

TIME SPENT IN MOBILE APPS AND TV

Page 48: Flurry Road Trip - France State of Mobile & Monetization

Yahoo 2016 Confidential & Proprietary

PHABLETS DOMINATE IN 2016QUARTERLY FORM FACTOR DISTRIBUTION FORECAST

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Sources: Flurry Analytics, 2016: Note: Form factor distribution projections based on linear and second degree polynomial regression models

Full-size Tablets Small Tablets Phablets Medium Phones Small Phones

2Q 2017 3% 9% 59%

35%

1%

29%

4% 9% 52%

39%6% 9% 46%

1Q 2017

4Q 2016

3Q 2016

2Q 2016

1Q 2016

4Q 2015

43%7% 9% 41%

47%8% 9% 36%

49%8% 9% 32%

1%51%9% 10% 29%

Page 49: Flurry Road Trip - France State of Mobile & Monetization

THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM