The document discusses trends in user acquisition (UA) for mobile apps. It notes that UA costs are rising while user retention is dropping, and that traditional ad formats are becoming exhausted. To overcome these challenges, companies are focusing on increasing product quality, using smarter UA approaches, optimizing lifetime value, and implementing new ad formats like playable ads and interactive videos that aim to boost early user engagement. The document also suggests accessing new inventory sources and using programmatic buying and alternative pricing models to drive scale in UA.

2. Snapshot of UA Trends
Artur Grigorjan
Head of Marketing Growth | Playrix
2017

3. “As app discovery becomes more and more
difficult, how is the user acquisition space
evolving? We will take a look at some of the
biggest UA trends in the industry today, from
playable ads to new pricing models.”
Artur Grigorjan | Head of Marketing Growth
PLAYRIX

4. Playrix
Introduction

5. About Playrix
✔ TOP developer in CIS region
✔ Worldwide grossing rank TOP10
✔ 600+ professionals
✔ 13 offices / 19 countries / 95 cities

7. Market
Overview

8. The
Market

11. Challenges
Marketers struggle with

12. Main challenges
● Acquisition costs are getting bigger
● Retention figures are dropping
● Lack of attention
● Fraudulent traffic sources
● Insufficient quality ad tech
● Traditional ad formats exhausting

13. Retention Drop

14. UA costs increase

15. Overcoming the issues

16. Fighting rising UA costs and declining retention
● Increasing the quality of the product
● Doing a smarter UA approach
● Focusing on returns and scale

17. Fighting Fraud

18. ● Better algorithms
● Better targeting options
● Look-a-likes
● Data processing
● LTV optimization
● More transparency
● Variety of pricing models
Ad Tech

19. New ad formats

20. Ad formats ● Playable
● Interactive video
● 360 degrees video (or playable)
● AR ad
Objective:
To create a high-quality user experience by building
early engagement with the mechanics

21. ● Playable
● Interactive video
● 360 degrees video (or playable)
● AR ad
Objective:
To create a high-quality user experience by
building early engagement with the mechanics
Ad Formats

22. Playable Interactive video
360 degrees video AR ad

23. Consumer
attention and
engagement

24. New ad formats

25. Are we doing
enough?

26. ● Accessing new inventory sources
● More developer collaborations with 3rd party tools
● Smarter segmentation
● Programmatic buying
● Alternative media types, not based on CPI
There is a lot
more then
meets the eye

27. Thank You

28. QUESTIONS?
artur.grigorjan@playrix.com