Flurry Road Trip - France State of Mobile & Monetization

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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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JAMES KELM, SR. DIRECTOR, PRODUCT MANAGEMENT

SHOW ME THE MEASUREMENT: MONETIZING MOBILE APPS

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)

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

http://emarketer.com


US TIME SPENT ON MOBILE

8

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


YOUR IMPACT

Content Creation & Consumption

Shifting Users From Traditional MediaApp Commerce

WHAT ADS ARE WORKING BEST FOR MOBILE APPS


NATIVE AND VIDEO WORK BEST.

Native

Video


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.


TOP PERFORMING CATEGORIES FOR NATIVE

SOCIAL

MESSAGING

NEWS & CONTENT

PHOTOGRAPHY

UTILITY & PRODUCTIVITY


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


NATIVE IS GLOBAL

WEB APP



NATIVE ADS DRIVE HIGHER ROI FOR PUBSNative vs Display eCPM

CPM

+227%


BANNER NATIVE


WHAT DO VIDEO ADS LOOK LIKE IN 2016?

Video Advertising:

• Vertical

• In-Stream

• Interstitial

• Rewarded


TOP PERFORMING CATEGORIES FOR VIDEO

GAMES

MESSAGING & SOCIAL

VIDEO & ENTERTAINMENT

MUSIC

PHOTOGRAPHY

HOW AND WHEN SHOULD I INTEGRATE ADS?


DECIDE WHEN TO INTEGRATE ADS

DAY 01 or DAY ??


UNDERSTAND AD IMPACT ON USER RETENTION


WHAT’S NEXT?

Tune your Ad Experience:

• Analyze user experience(s)

• Fix performance issues

• Experiment with placement and frequency

• Segment your audience


EXPERIMENT WITH PLACEMENT

Place video ads at a

natural break in the

app flow

Distribute native ads

throughout the content

of the app


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


MONEY MATTERS…

…But not at the expense of user experience

• Ad performance: Fill, CPM, CTR, Viewability

• Address low CTR

• Address low fill, viewability


THE BOTTOM LINE

• Think native and video

• Integrate early

• Test and iterate

THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM

STATE OF MOBILE: FRENCH DEEPDIVE


FLURRY BY THE NUMBERS

31

APPS

830,000

DEVICES PER MONTH

2BSESSIONS PER DAY

10B

Source: Flurry Analytics


MONTHLY FLURRY SESSIONSDATA FROM OVER 830,000 APPLICATIONS

32

Sources: Flurry Analytics

300B

225B

150B

75B

2011 2012 2013 2014 20152009 20102008

MUSIC

GAMING

ENTERTAINMENT

SOCIALNETWORKING

TRAVEL

RETAIL

MESSAGING

TV

MEDIA


FLURRY IN FRANCE

33

APPS14,003

2,975Source: Flurry Analytics

COMPANIES

19%APP ACTIVITY ON FRENCH MADE APPS


KEY MOBILE GROWTH IN EUROPETRAILING 12 MONTHS YOY SESSION GROWTH

34

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

2%5%

8%

16%

Germany United Kingdom Europe France


FRANCE YOY SESSION GROWTH & DECLINE IN KEY APP CATEGORIES

35

Source: Flurry Analytics, 2015-2016

-31%-17%

14%53%

138%

217%

Business & Finance WeatherSports Books

& Reference

Utilities & ProductivityGames


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


WORLDWIDE DAILY APP USAGE DISTRIBUTION (MILLIONS)

MOBILE ADDICTION CONTINUES TO RISE

38


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


MOBILE ADDICTSCOMPARED TO WORLD POPULATION RANK

39


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


1 CHINA 1,320

2 INDIA 1,273

3 UNITED STATES 322


5 INDONESIA 255

6 BRAZIL 205

7 PAKISTAN 190

8 NIGERIA 183

9 BANGLADESH 158

10 RUSSIA 146

2015



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


US TIME SPENT ON MOBILE

41

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


SAMSUNG DEVICES GAINING GROUND IN FRANCE

42

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%


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

43

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


PHABLETS: GREAT FORM FACTOR FOR MEDIA

44

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


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

45

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


… 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


… BECAUSE MOBILE IS ABSORBING IT

47

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


PHABLETS DOMINATE IN 2016QUARTERLY FORM FACTOR DISTRIBUTION FORECAST

48

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%

THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM

Flurry Road Trip - France State of Mobile & Monetization

Data & Analytics

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