Mobile MK T Reports

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.
com
(juanalverto@gmail.com). Not for public or external distribution.
VB INSIGHTS MOBILE
MARKETING BUNDLE:
AN INSIDERS LOOK INTO MOBILE GAMING SUCCESS

HIGHLIGHTS OF 3 MOBILE MARKETING REPORTS
PUBLISHED FEBRUARY 16, 2015
Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

CONTENTS
MOBILE APP ANALYTICS:
WHAT WINNING MOBILE DEVELOPERS USE
Executive Summary
PAGE
04
04
What Weve Learned

What Youll Get In This Report
Introduction
Google Analytics: Android Monopoly?
Flurry: Ios Dominance
But ... 2 Out Of 3 Mobile Developers Use More Than One Analytics Tool
18

PAGE
MOBILE GAMES MONETIZATION: WHAT SUCCESSFUL
GAME DEVELOPERS DO DIFFERENTLY
Executive Summary
Introduction
16
16
17
Most Effective Monetization Strategies And Companies

Least Effective Monetization Strategies
MOBILE USER ACQUISITION: HOW THE MOST

SUCCESSFUL DEVELOPERS GET BETTER USERS
FOR LESS MONEY
Executive Summary
25
25
Introduction
26
What Successful Developers Do Differently
27
Dont Buy Cheap Users The Expensive Way

The 5 Hidden Horsemen Of User Acquisition

MOBILE APP ANALYTICS:

WHAT WINNING MOBILE DEVELOPERS USE
EXECUTIVE SUMMARY
Building a great app is step one. Acquiring users is step two. Engaging
and monetizing users is step three.
But how can you engage and monetize when you dont know whats
going on?
App analytics solutions are the answer. Or, more accurately, the
hundreds of answers ... since there are many, many options for
mobile developers to consider. But which ones are going to deliver
the kind of value that will allow you to properly engage the users you
acquire, understand what theyre doing, provide the value theyre
seeking, and enable you to monetize your app?
WANT TO LEARN MORE? DOWNLOAD THE FULL REPORTS BELOW:
MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

250 million users

To answer this question, we asked 230 app developers with 250
million currently activeusers how they track app data, what works
best for them, and what doesnt work.
1.8 million apps
We also partnered with MixRank to get access to SDK, ratings, and
download data for over 1.8 million apps on Google Play and the iOS
App Store.
WHAT WEVE LEARNED

Google Analytics is essentially a monopoly on Google Play ... but
its the primaryanalytics solution for only 30% of developers
Flurry owns iOS ... but has its own challenges
Most developers use more than one analytics solution ... and
the more successful they are, the more try that is
Some solutions are studs on one platform, and duds on another
Twitter is deep; Facebook is broad
At a certain scale, some developers prefer to roll their own
Some of the very best solutions are provided by the smallest
competitors

WHAT YOULL GET IN THIS REPORT

1. The top 15 analytics solutions ranked and rated on each
platform
market share
ratings of apps using each solution
big app market share
a combination score that takes into account both user
ratings and install/uninstall ratio
2. Even more detail on the top 5 beside Google and Flurry on both
iOS and Android: what we call the mighty mites
3. The app analytics package that has .2% market share on
Android, but is used by 7 of the top 20 grossing apps on Google
Play and 8 of the top 20 grossing apps on iOS
4. The best analytics solutions when you take out market share
and only focus on ratings and install/uninstall ratios
5. Analytics engines used by the top 20 apps on each platform

6. Developer insights
Most overlooked app analytics methods
What developers want most from analytics
The most important features of app analytics solutions
Why some analytics solutions are churning and losing
developer share
Developers and data: yes, they care about privacy
Speed matters ... and developers switch solutions for more
of it!
7. KPIs that matter, and KPIs that dont
8. More importantly, which KPIs matter most to the most
successful developers
9. Most important features in analytics solutions

INTRODUCTION
The mobile app ecosystem is the fastest-paced, most competitive
marketplace in history. Millions of apps are competing for
hundreds of millions of users, mostly monetizing via freemium
offerings and advertising. The market shifts weekly, if not daily,
and smart developers making the most money are both constantly
updating their apps and constantly learning from their users to build
engagement, increase retention, and kickstart monetization.
One of the key tools in a publishers arsenal?
A top-notch app analytics engine, which helps you know how many
active users you have, what theyre doing, how long theyre spending
with your app, what your retention rate is, and many other key pieces
of data you need to manage your mobile business... including lifetime
value of a user, and perhaps, even the reason why your users left.
The problem is that there are literally scores of analytics solutions.
This report will help you pick the right analytics solution for your
apps... which in turn will help you increase engagement, increase
retention, and increase monetization.

GOOGLE ANALYTICS: ANDROID MONOPOLY?

Googles Mobile App Analytics is not just dominant in Google Play,
its Godzilla to almost all the other Android analytics solutions. Out
of our sample size of 1.6 million apps on Google Play that use app
analytics,1.5 million use Google Analytics.
ANALYTICS MARKET SHARE ANDROID

While on iOS there are four companies with double-digit market

share and Apple didnt have the foresight (or the technology) to
ensure that it was one of them only two solutions other than
Googles have even single-digit share on Google Play.
There are reasons for that, as competitor Peter Hamilton, CEO of
Tune (used to be HasOffers) told VB Insight.
Google Analytics IS damn good, he said in response to my question.
In addition, he said that GA is a free and easy solution to get started
quickly and it is obviously very in sync with both Android app
development and Adwords.
That share isnt an accident. Google does some really basic things
extremely well. When we asked developers who use Google Analytics
and they arent very hard to find they rated it significantly higher
than other players in terms of pure analytics power.
google
does some
really basic
things
extremely
well
In fact, 65% of them said Google is either Very Good or

Excellent at pure mobile analytics, while also rating it
significantly lower at building user engagement, helping
publishers monetize, enabling marketing integrations
for user acquisition, and helping developers improve
user experience
That faith in Googles analytical ability ties in very nicely
with the quantitative data that we studied, which shows
that Googles install-versus-uninstall ratio is massive,
especially on Android. For every 19.37 installs on

Android, developers have uninstalled Googles mobile app analytics

SDK just once.
Thats extremely impressive, and it conveys just how much value
Google offers mobile developers
Its important to note, however, that being the default choice does
not necessarily make Googles Mobile App Analyticsthe preferred
choice. And being damn good doesnt mean it is best. As youll see
below, Google Analytics only hits #6 when we ranked solutions by a
key user engagement and satisfaction metric: overall ratings of app
that use it.
Thats on Googles home turf, Android, and in its own app store,
Google Play. And its consistent with the qualitative reports of
developers who are actually using the SDK.
In addition, apps on iOS that haveGoogles analytics SDK only rate
.5% higher than the average app ... causing Googles app analytics
tool to fall to the #12 spot for that metric.
As well see, many smaller tools have much higher ratings, particularly
for critical capabilities related to monetization, app marketing, user
acquisition, and user engagement.

FLURRY: IOS DOMINANCE

iOS is a much more level playing field for app analytics companies
than Google Play, so Flurrys domination of iOS analytics isnt nearly
as hard core as Googles of Android. Still, Flurry has the most market
share on iOS, even if it falls shy of an absolute majority.
ANALYTICS MARKET SHARE IOS

Dominant market share hasnt helped Flurry to get the best possible
ratings for apps that use it, however. When ranked by analytics
solutions whose client apps rate the highest, Flurry is only at #9 on
iOS... although it hits #3 on Google Play.
And that hasnt helped it retain developer share on Android. Ranked
by install vs uninstall ratio, Flurry is #11 on Google Play with a 2.91
score. That compares to leaders on Google Play such as Crashlytics
with a 5.54 -- or the runaway leader (and massive outlier) Google
Analytics, with a 19.37.
On iOS however, Flurrys home turf, the tool does much better, with
a class-leading install/uninstall ratio of 11.9. Essentially, Flurry is the
default choice on iOS just as Google Analytics is the default choice on
Android, although to a somewhat lesser degree.
BUT ... 2 OUT OF 3 MOBILE DEVELOPERS USE

MORE THAN ONE ANALYTICS TOOL
Dominant market share or even monopoly-level market share,
however, can be misleading. While 35.6% of publishers use just one
analytics tool in their apps, almost two-thirds use two or more.
In other words, this is not a zero-sum game where when one vendor
wins, everyone else loses:

MOST DEVELOPERS USE >1 ANALYTICS TOOL
While there are outliers whose sanity is questionable in each of the

6-10, 11-15, and 15+ buckets, significant numbers of developers use
3-5 analytics solutions to understand what is happening with their
apps: 26.2 percent.And more than a third use two, with the average
number of SDKs at 2.2.
A typical scenario on Android is using Google Analytics plus another
solution, with Flurry partially taking Googles place on iOS.

For example, while Supercells Clash of Clans uses Googles mobile

analytics, the company also plugs in MobileAppTracking from Tune
(used to be HasOffers) to get a more complete picture of whats
happening in the app. Similarly, on iOS, Supercell pairs Flurry with
Tune.
This suggests that many and in fact most developers are not finding
all of their needs met in a single solution. It also suggests that there
is room for more than just the market leaders.
And, finally, its a good reason for you to not stop your app analytics
search at Google, or at Flurry. The best developers with the most
popular apps go farther.
WANT TO LEARN MORE?

DOWNLOAD THE FULL REPORT AT 50% OFF HERE.

MOBILE GAMES MONETIZATION:

WHAT SUCCESSFUL GAME DEVELOPERS
DO DIFFERENTLY
EXECUTIVE SUMMARY
Successful game developers do different things.
They use different monetization companies, they use different
monetization strategies, and they use more monetization strategies.
A few small examples?
The more successful a game developer is, the less likely he or she
is to use Googles services. And, more than 50 percent of the most
successful game developers we talked to ones who have published
more than ten games and are much more likely to be making
upwards of $100,000 each and every month are using two specific
monetization companies: Vungle and AdColony. Both of them, not
incidentally, specialize in video ads.

The data also shows that small developers, who have fewer than five
games or less than $10,000 in monthly revenue, are much less likely
to be adventurous and experimental about monetization.
This report will help game developers monetize better, monetize
smarter, and monetize the way that the most successful game
developers are already doing.
INTRODUCTION
Mobile game monetization is perhaps the hardest task in business
and technology today. The lucky few, it seems, rake in millions of
downloads and without exaggeration billions of dollars. The
masses struggle by with a trickle of downloads and a few pennies
here and there.
But it doesnt have to be that way.
In creating this study, we talked to 176 game developers who have
collectively published almost 1,100 games. These companies have
enticed global app users to download their apps over 300 million
times, and in total, are bringing home significant revenues of more
than $50 million each month over $600 million annually.
They told us what monetization strategies they use, and there are
clear patterns.
Simply said, successful developers with more downloads and higher
revenues do different things than smaller, less successful developers.

What youll find here is information that will help you join the group of
developers who are pulling in significant revenues or at minimum,
increase whatever revenues you are already generating.
Structure of this report:
First, this report covers themacro market conditionsof game
monetization
Then, wereport the datagame developers shared with us
We thenanalyze that dataand explain it
Finally, and most interestingly, wedig deep into that datafor
correlations and connections between methods and results,
which give insight into how the worlds most successful game
developers got that way
MOST EFFECTIVE MONETIZATION STRATEGIES

AND COMPANIES
We chose to break out the various ad models.
With at least 10 different types of ads, the types are so different,
the ways in which game developers need to implement them so
varying, and the user experiences so widely divergent that it would
be irresponsible to lump everything together under a big heading
of ads.
Otherwise, of course, ads would have taken the top spot easily.

Of all the 18 monetization options, game developers in the survey

said six monetization models are clearly better than anything else.
With developers being able to select the most effective models,
Freemium got more votes than anything else. (Votes were weighted
by position, so what a developer chose first counts for more than
what they chose second, and so on.)
WHICH AD COMPANIES ARE MOST EFFECTIVE AT MAXIMIZING REVENUE?

10 most effective monetization strategies:

1. Freemium - 668
2. Ads: interstitials - 589
3. Ads: video ads - 534
4. Ads: banner ads - 522
5. App walls - 360
6. Offer walls 342
7. Affiliate/e-commerce 192
8. Premium (pay to download) 189
9. Text ads 144
10. Notification ads - 120
After these, everything drops off significantly, with the next highest
option, affiliate/e-commerce links to purchase physical goods,
coming in at 192. Its worth noting, however, that at least one mobile
monetization survey found that for app developers with fewer
downloads, selling offline goods via affiliate links can be very, very
successful indeed.
With Amazons newish Mobile Associates API, developers can earn up
to six percent of users purchase prices when they buy something via
an affiliate link, and the number of developers choosing this option
is growing.

For companies, the most effective at maximizing developer revenue

are, unsurprisingly, the big names. Google was way out in front, with
a tighter group of competitors following (again, these are developer
votes for the company that makes them the most money).
Top 10 most effective monetization companies:
11. Google 331
12. Chartboost - 261
13. AdColony - 223
14. Flurry - 201
15. Upsight (was Playhaven/Kontagent) - 147
16. NativeX - 146
17. Tapjoy - 127
18. Vungle - 118
19. iAd - 101
20. SponsorPay - 91
Those are not big surprises, and with the possible exception of the
newly rebranded Upsight, they are names that game developers
know well.
An important note: While Google was chosen as the most effective
monetization company, that is with all developers voting including
relatively unsuccessful ones. The data changes significantly when you
isolate for only the most successful game developers, as youll see in the
next major section,Digging Deeper.

Two companies that did not completely top the list when all
developers voted are actually the two most associated with the
most successful game makers and the largest amounts of revenue.
Those are AdColony and Vungle.
LEAST EFFECTIVE MONETIZATION STRATEGIES

Ironically, despite the fact that banners ads rank fourth on the list
of most effective monetization strategies, survey respondents
separately indicated that banners are also the least effective
monetization strategy.
Contradiction?
Much of the apparent contradiction might be explained by the type
of mobile app and how immersive an experience it delivers. Banners
are non-starters for many mobile games where screen real estate is
at a premium, even though they appear to work just fine for simple
games such as yes, of course Flappy Bird.

WHAT ARE THE LEAST EFFECTIVE MONETIZATION STRATEGIES THAT

BRING IN THE SMALLEST AMOUNT OF REVENUE?
Clearly, however, banner ads are polarizing: a lot of people feel they
are great money makers and many others think they are a total waste
of time and screen space. Those are likely the developers who also
believe that banner ads are seen by their users as the single most
annoying monetization strategy even more than interstitials and
notification ads, abuse of which has resulted in Apple booting apps off
the iOS app store.

Top 10 least effective monetization strategies, by developer vote

1. Ads banner ads - 294
2. Ads lock screen ads - 245
3. Affiliate/e-commerce links to purchase physical goods 240
4. Ads text ads 234
5. Subscriptions 224
6. Surveys 211
7. Real-world rewards 185
8. Notification ads - 167
9. Premium 165
10. App walls - 156
WANT TO LEARN MORE?


MOBILE USER ACQUISITION:

HOW THE MOST SUCCESSFUL DEVELOPERS
GET BETTER USERS FOR LESS MONEY
EXECUTIVE SUMMARY
Mobile user acquisition is booming almost as much as the entire
mobile universe.
Its not only a bit of Wild Wild West, with over a third of developers
reporting that they have been cheated in user acquisition campaigns.
But there are also three main challenges when developers attempt
to market their apps to users:
1. The vast number of vendors that claim to help with user
acquisition
2. The almost equally vast number of different user acquisition
strategies
3. The challenge of knowing which companies and which methods
work best

This report identifies the following:

Leaderboards
Developers favorite user acquisition companies and strategies
Best practices
The user acquisition methods that work best
Hidden gems
The least-known user acquisition methods that the
most successful developers use to get users with higher lifetime value
Winners
The leading user acquisition companies that are associated
with successful apps and successful developers
Wisdom
The clearest differences between what the most successful
developers do and what the least successful developers do
INTRODUCTION
We asked 230 app developers with over 9,000 active apps and 397
million monthly active users what works and what doesnt for mobile
user acquisition.
And, just as we found in our recent Mobile Games Monetization
study, its very clear that successful developers with fewer apps but
more active users are doing different things in different ways than
developers who have fewer users and lower revenues (even though
they may have more apps).

For instance, while Twitter is a popular user acquisition channel

among developers, its just not an effective one. And while Facebook
is effective, and gets all the glory, YouTube is actually an excellent
community where a small slice of super-successful app developers
find significant numbers of highly-engaged users.
Perhaps most critically, while cost-per-install (CPI) is the darling of
the app developer class, the least-popular user acquisition strategy
of cost-per-lead (CPL) could actually be much better. In fact, CPL
has a very significant long-term advantage:users with much higher
lifetime value.
Note: While games is a major focus in mobile, making up about
two-thirds of all apps, our study is aimed at the entirety of the mobile
app universe.
WHAT SUCCESSFUL DEVELOPERS

DO DIFFERENTLY
DONT BUY CHEAP USERS THE EXPENSIVE WAY
Most developers love buying users via cost-per-install. But most
developers aren't very successful.
Cost-per-install is simple, straightforward, and appears to be nobrainer: If the cost per acquisition is lower than your life-time value,
pull the trigger. For that reason, it's also very safe: You know exactly

what your costs are going to be, and if they fit your app's economics,
you can comfortably pull the trigger on CPI marketing campaigns.
And then there's cost-per-lead (CPL).
Interestingly, cost-per-lead is the developers' least-favorite method,
with just five percent choosing it as their first method:
DEVELOPERS PREFERRED ADVERTISING METHODS

The reality, however, is that while CPI is developers favorite useracquisition method bar-none, it is not necessarily the most effective.
In fact, by some measures, it might be the least effective.
The problem is the kind of users you get when you do cost per install:
cheapskates.
cpi is developers Comparing user acquisition channels

against lifetime user value of customers
favorite userindicates that revenue generated from
users who install your app via CPI channels
acquisition
comes largely from very low-return users
In fact, over two-thirds of the
method bar-none ($1userstoyou$10).acquire
via CPI have sub $10 LTV,
including almost one in six with profitabilitydooming LTV of precisely zero.
(While this might not matter that much for organicly-acquired users,
all of these non-performing users, of course, have cost you good
money to acquire.)
By comparison, the much less-favored Cost Per Lead (CPL) method
starts at an astonishingly high number lifetime user values of $26
and up. Theres fewer developers out there acquiring fewer users
via CPL, but the users they do get are, on average, worth double the
users acquired via CPI. The average user acquired by developers who
chose CPI as their first user-acquisition method was worth $23 in lifetime value, while the average user for those who used CPL as their
primarily method was worth a much-better $44.25.

And youll notice that CPL acquires about as many high-value users
as the vastly-more-popular CPI:
PREFERRED CHOICE OF USER ACQUISITION VS. AVERAGE USER LIFETIME VALUE
THE 5 HIDDEN HORSEMEN OF USER ACQUISITION

While its clear that Facebook and Google are the top dogs, especially
with YouTube bolstering Googles numbers, theres also something
else very clear about the data.
There are literally hundreds of companies and platforms that will
help you acquire mobile users. (See the 50+ that we studied in detail
below by name.)

But when you get beyond the big two, there are just five that really
stand out.
In fact, by stacking first, second, and third choices together, finding the
companies that are consistently in the top five along with Facebook
and Google becomes easier to see. NativeX, Fiksu, Chartboost, Flurry,
and AdColony all tower above their competition, with cumulative
response numbers comparable to YouTube and Twitter.
ACQUISITIONS COMPANY PREFERENCES, TOP 3 CHOICES
In other words, in the highly competitive mobile ad and user

acquisition world, these companies join giants Google and Facebook
as leaders in delivering mobile users.
WANT TO LEARN MORE?

ENJOYED OUR REPORT SAMPLES?

ACCESS THE FULL REPORTS HERE:
MOBILE APP ANALYTICS
CLICK HERE
MOBILE GAMES MONETIZATION
CLICK HERE
MOBILE USER ACQUISITION
CLICK HERE
VB INSIGHTS MOBILE MARKETING BUNDLE
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Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.

AN INSIDERS LOOK INTO MOBILE GAMING SUCCESS

PUBLISHED FEBRUARY 16, 2015

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

What Weve Learned

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

Most Effective Monetization Strategies And Companies

MOBILE USER ACQUISITION: HOW THE MOST

What Successful Developers Do Differently

Dont Buy Cheap Users The Expensive Way

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

MOBILE APP ANALYTICS:

WANT TO LEARN MORE? DOWNLOAD THE FULL REPORTS BELOW:

MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

250 million users

WHAT WEVE LEARNED

WANT TO LEARN MORE? DOWNLOAD THE FULL REPORTS BELOW:

MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

WHAT YOULL GET IN THIS REPORT

WANT TO LEARN MORE? DOWNLOAD THE FULL REPORTS BELOW:

MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

WANT TO LEARN MORE? DOWNLOAD THE FULL REPORTS BELOW:

MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

WANT TO LEARN MORE? DOWNLOAD THE FULL REPORTS BELOW:

MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

GOOGLE ANALYTICS: ANDROID MONOPOLY?

ANALYTICS MARKET SHARE ANDROID

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MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

While on iOS there are four companies with double-digit market

In fact, 65% of them said Google is either Very Good or

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MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

Android, developers have uninstalled Googles mobile app analytics

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MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

FLURRY: IOS DOMINANCE

ANALYTICS MARKET SHARE IOS

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BUT ... 2 OUT OF 3 MOBILE DEVELOPERS USE

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Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

MOST DEVELOPERS USE >1 ANALYTICS TOOL

While there are outliers whose sanity is questionable in each of the

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MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

Mobile Marketing Bundle - Mobile Gaming Success_1.pdf for juanalverto@gmail.com

For example, while Supercells Clash of Clans uses Googles mobile

WANT TO LEARN MORE?

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MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION