Marina Michkova, Yandex

Yandex: Efficient Monetization of Russian Mobile Traffic

(White Nights Conference Prague 2018)
The official conference website — http://wnconf.com

Transcript

1. Yandex: efficient monetization of Russian mobile traffic Marina Michkova, Head of Mobile Advertising Partnerships
2. Yandex mission: the happiness of the user
3. Why a mobile app owner is not happy? SDK RU World
4. Key reasons of low monetization performance and publisher’s unhappiness 1 2 3 eCPM and revenue are dependence on seasonality Fill rate fluctuations Poor quality of ads
5. We have an answer! Matrix Net + Crypta The largest pool of advertisers Strict moderation Yandex solutions Brand safety Precise targetings, high revenue and best eCPMs ≈ 100% constant fill rate
6. ≈ 100% constant fill rate of native ads: Pikabu 6 0% 55% 110% 17-01 17-02 17-03 17-04 17-05 17-06 17-07 17-08 17-09 17-10 17-11 17-12 18-01 Fill rate 50% 100%
7. Choose Yandex Achieve great monetization results in Russia Yandex mobile ads SDK/ API
8. Yandex Direct Data. All devices +11% +64% +54% 2016 2017 2016 2017 2016 2017 Budgets of Yandex Direct advertisers have increased by 54% (smartphones) Clicks Budgets Impressions
9. Top categories of advertisers according to budgets in Yandex Advertising Network Yandex Direct Data. All world. December, 2017 Top-5 categories Автомобильная индустрия Жилая недвижимость и … Финансовые услуги DIY Одежда, обувь и аксессуары Мебель Бытовая техника и … Товары для дома Туризм Юридические услуги Услуги в системе образования Automobile industry Residential property and mortgage services Financial services DIY Clothes, footwear and accessories Furniture Household appliances and electronics Home products Tourism Legal services Education services
10. Happy international partners ▌ “Monetization from Yandex is one of the ▌ the most effective tools on the Russian ▌ market” VIBER Yandex’ Native ads in Viber
11. Flexible ways of tech integration › Yandex Mobile ads SDK › API (S2S/OpenRTB) › Adapters for AdMob/MoPub › Dynamic monetization via AdFox
12. SDK https://github.com/yandexmobile/yandex-ads-sdk-android https://github.com/yandexmobile/yandex-ads-sdk-ios External DSP App users Yandex Mobile Ads SDK Yandex Ad Exchange Auction Selecting the winner Comparing bids Yandex.Direct Yandex.Display External DSP query query query Banner Display bid bid bid
13. API (S2S/OpenRTB) External DSP App users Apps Banner Ad Server Yandex.Direct DSP1 DSPs Display query bid query bid query bid
14. Our channel in Telegram 14 https://telegram.me/YANtech
15. Adapters for MoPub/AdMob External DSP App users Apps Banner Yandex Admob Others Display MoPub/ AdMob
16. Dynamic monetization via AdFox Monetization of all traffic Mediation of direct ad campaigns, Yandex Advertizing Network, and other monetization platforms The highest cost per every impression + + = Yandex Advertising Network + AdFox
17. Alternative mechanism of ads prioritizing Прямые продажи 100% traffic Traditional approach: Прямые продажи 100% traffic Alternative approach: Dynamic Monetization: + + Get the highest cost per every impression Direct Sales Direct Sales
18. Possibilities for earnings growth Dynamic monetization is an algorithm allowing to sell impressions at the maximum price Your earnings grow even if your mobile app’s traffic volume remains unchanged
19. Results of Dynamic monetization implemenation 19 +25% Partner’s revenue without Dymanic monetization On average Partner’s overall revenue is increased by +25% while the traffic volumes remained unchanged + 25% Partner’s revenue with Dymanic monetization
20. Ad management: an option to restrict the display of ads by brands Media advertising – Full-blocking – CPM threshold restrictions
21. Ad management: an option to restrict the display of ads by ad categories Media banners – Blocking of categories and subcategories fully or partially, using threshold CPM
22. Yandex Advertising Network Coming soon: New ad formats
23. Motion design for 300x250 and interstitials Motion increases publisher’s revenue by 5% - 10%
24. How become a partner of Yandex Advertising Network 1. Fill out the partner form: http://partner.yandex.com 2. Integrate Yandex Mobile ads SDK or via OpenRTB 2 simple steps
25. 1 Easy integration 2 Super fast technical support High fill-rate (up to 100%) The best eCPMs The largest database of advertisers 3 Yandex Advertising Network Target advertising by audience and content High revenue + 4 Yandex Crypta Matrix Net Why choosing Yandex Advertising Network
26. Everyone is happy :)
27. +7 495 739-70-00 (3365) michkovam@yandex-team.ru Let’s stay in touch Marina Michkova Head of Mobile Advertising Partnerships marina_yndx marina_yndx