yahoo mobile meetup: bangalore & hyderabad december 2015

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Bengaluru Dec 1 - Hyderabad Dec 3

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Bengaluru Dec 1 - Hyderabad Dec 3

AGENDA

Mobile Insights sharing

Overview of the Yahoo Mobile Developer Suite

Flurry Analytics Deep-Dive

Mobile Monetization - Yahoo App Publishing

Mobile Revolution: Seven Years On

300B

225B

150B

75B

2011 2012 2013 2014 2015 2009 2010 2008

MUSIC

GAMING

ENTERTAINMENT

SOCIAL NETWORKING

TRAVEL

RETAIL

MESSAGING

TV

MEDIA MONTHLY FLURRY SESSIONS

Source: Flurry Analytics

APPS

720,000+

DEVICES PER MONTH

2B SESSIONS PER DAY

10B

Source: Flurry Analytics

MOBILE ADDICTION CONTINUES TO RISE Worldwide Daily App Usage Distribution (Millions)

REGULAR USERS SUPER USERS MOBILE ADDICTS

Under 16 Times 16 to 60 Times 60+ Times

+34%

+26%

+59%

Q2 2014 Q2 2015

Source: Flurry Analytics

MOBILE ADDICTS

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

Compared to World Population Rank

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

Source: Flurry Analytics

3 HOURS AND 40 MINUTES A DAY On Mobile Devices in the US

Q1 2013 Q2 2014 Q2 2015

+35% MOBILE TIME SPENT (MINUTES)

20% BROWSER BROWSER

10%

TIME IN

BROWSER

DECREASED

BY HALF

-50% 14% BROWSER

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

US TIME SPENT ON MOBILE

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

Source: comScore, Pandora, Facebook, NetMarketShare, Flurry Analytics, June 2015

US TIME SPENT On Gaming, Entertainment and Messaging & Social (Minutes)

MEDIA CONSUMPTION IN APPS

Source: Pew Research, Added Value & Millward Brown Digital. Tumblr Content Engagement Study,

October 2014., Flurry Analytics

Q2 2014 Q2 2015

Including Social & Messaging (Minutes)

DAILY MINUTES/US CONSUMER

+108%

CONSUMERS PAY FOR CONTENT Global Mobile Revenues (Billions)

2014 2015

IN-APP PURCHASES MOBILE ADS (EX. SEARCH)

Source: Flurry Analytics, eMarketer, AppAnnie, Apple

KEY TAKEAWAYS

1 Mobile is massive and continues to rise.

2

3

Mobile addicts are growing, along with content consumption.

Consumers will pay for content.

Yahoo Mobile Developer Suite

Yahoo Mobile Developer Suite

Flurry Analytics +

Explorer

Yahoo App Publishing

Tumblr In-App Sharing

Yahoo Search in Apps

Yahoo App Marketing

Flurry Pulse

The first “Designed for Mobile”

and “Free” analytics platform

since 2008

16 Yahoo Confidential & Proprietary

Flurry Analytics +

Explorer

Know the data Identify your

Most valuable users Measure success

17 Yahoo Confidential & Proprietary

User experience

Custom Formats

Premium Advertisers

Yahoo App

Publishing

A Single SDK for Analytics and Advertising

One SDK gives you access to Flurry Analytics, ad serving and mediation with Yahoo App Publishing.

Monetizing your app requires no additional code. Maximize ad revenue with relevant ads.

Yahoo Mobile Developer Suite

Flurry Analytics +

Explorer

Yahoo App Publishing

Tumblr In-App Sharing

Yahoo Search in Apps

Yahoo App Marketing

Flurry Pulse

developer.yahoo.com

Flurry Analytics Deep-Dive

** No users were harmed in the creation of this slide

Images

Here’s what I think my users want

developer.yahoo.com/flurry

NEW USERS

ACTIVE USERS

SESSIONS

SESSION LENGTH B

RETENTION USAGE FREQUENCY B

GOALS KPIs EVENTS

Drive users into chat app

Number of registered users User registration

For my Krazy Kommunicator Demo App:

Event Instrumentation

Flurry Analytics Explorer Powerful, adhoc analysis of your data

Flurry Analytics Flurry Analytics Explorer

Precomputed Cubes

Raw Data = Flexible Adhoc Analysis

Flurry Analytics Explorer

Segments - segment your metrics

Flurry Analytics Explorer Funnels - track conversion across multiple steps

Flurry Analytics Explorer Cohorts - study behavior of a group of users

Define goals, KPIs, and instrument events Dive deep with Flurry Analytics Explorer* *Email [email protected] for access

KEY TAKEAWAYS

42 Yahoo Confidential & Proprietary

Parking Frenzy 2.0 Over 20 million downloads on Android & iOS. Games2win’s No. 1 app Parking Frenzy brings to you the ultimate drive ‘n’ park experience.

CASE STUDY I - Game2Win

43 Yahoo Confidential & Proprietary

“The goal was to identify user segments which help us boost content consumption and eventually the retention of the game. With Flurry Explorer, we found that users who bought cars gave us 2x more retention.”

Parking Frenzy 2.0

44 Yahoo Confidential & Proprietary

“Initially, the car store was hidden inside the store which was 2 clicks away from the home page. In the current version, we have brought the car store on to be only one click away from the home page.”

Before

After

Two clicks to reach a purchase screen featuring a single car

Single click to reach a purchase screen featuring a multiple cars

Parking Frenzy 2.0

“This change helped us boost car consumption by 3.26x.”

GOALS KPIs EVENTS

Boost content consumption

Users purchasing cars

Buy Monster Truck

Parking Frenzy 2.0

46 Yahoo Confidential & Proprietary

Superimpose

Superimpose is the most popular photo editing app

for photo blending/layering on iOS and Android platforms.

Millions of photos are

created with Superimpose every month.

CASE STUDY II

47 Yahoo Confidential & Proprietary

“In 2014, we had a major update of Superimpose on iOS. That unfortunately resulted in a show stopper crash affecting around 20% of our users. User rating started dropping, impacting our sales.”

Before

We received the crash log (the call stack). It was a crash due to a null pointer.

Superimpose

Results With Flurry

Fix and update the app

issue root cause understanding

proper fix in sight

instrumented Flurry events and parameters at suspected locations of the code and updated the app

“This change helped us decrease the errors numbers by 80%+.”

GOALS KPIs EVENTS

Lower the crash rate Crash rate suspected locations of the code

Superimpose

49 Yahoo Confidential & Proprietary

Game Your Video

Game Your Video is an award-winning movie maker on iOS

platforms. It entitled the "Macworld Best of Show 2012 &

App Store Best of 2012"

Tech Crunch - "Aims to make mobile video editing as simple as

possible."

CASE STUDY III

“Flurry has been an integral part of decoding data for us regarding our mobile apps. Game Your Video has extensively used Flurry metrics to evaluate the various features and attributes of the app ( a video editing app) and determine specific changes and

tweaking to the UI of the app in its present avatar.”

Game Your Video

Current Future

Most of these changes have been possible due to the insights that Flurry metrics has provided to us

Gaurav Acharekar

Head of Analytics

Games2Win

THANK YOU

Prapti Mishra

Marketing Manager

Global Delight

Pankaj Goswami

Mobile App Developer

Pixteroid

Mobile Monetization Yahoo App Publishing

source: eMarketer

Mobile Ad Spend in India

Monetization vs User Experience

Monetization vs User Experience

Brand Ads User Engagement

As % of brand ads increase, clicks out of app drop

Total revenue per session rises as % of brand ads increases

Brand Ads Revenue

Native Ads

30% Fewer Ads

Needed Increased Revenue

Title

Advertiser Description

HQ Image

CTA

Native Ads

TV

Native Ads - Video

Apps

Static

Native Ads - Video

Video

Native Ads - Video

5

10

15

20

25

30

Static Interstitial

Video

eCPM

Skip

Native Ads - Video

No Skip vs

Interstitial Native vs

Native Ads

Cost Per Click

View

CTR eCPM

Conversions eCPM

Native Ads

News Messaging LifeStyle

Social Photo & Video Entertainment

Native Ads - Gemini/Flurry Marketplace

Integration instructions, sample code

developer.yahoo.com/Flurry

Single Suite for Analytics and Monetization

Video ads

Measure, track and analyze

app performance and user activity

Native ads Display ads

Choose the right ad format(s)

to maximize your revenue

Search-in-app

Get started with Flurry Analytics in 3 steps

69 Yahoo Confidential & Proprietary

Sign up at www.developer.yahoo.com

Create new app and download SDK

Integrate SDK with 2 lines of code