Which countries are part of the CIS markets ?

• Azerbaijan
• Armenia
• Belarus
• Georgia
• Kazakhstan
• Kyrgyzstan
• Moldova
• Russia
• Tajikistan
• Turkmenistan
• Uzbekistan
• Ukraine.

Facebook ads: Ad set budget

When you create a campaign on Facebook, your daily budget is on the adset level (first level inside the campaign). Until now, according to this, the budget spent was therefore quite similar from a day to an other.

Now, Facebook will focus on the weekly budget of your daily budget. It means that if you have a daily budget of $100, and so a weekly budget of $700, Facebook will never spend more than $700 on a weekly basis, but Facebook will try to spend more on a daily basis (up to 125% of the daily budget) in order to achieve this weekly objective.

If any changes are done during the week regarding the daily budgets, the calculation will be prorated.

On a daily basis also it will be prorated. It means that for example if you change your budget during the day from $100 to $200, you will not see about $50 spent in the first half and $150 in the second half, but $50 in the first half and  and $100 in the second half.

This methodology is already supported by google, the main goal is to fight against the fact that some days can deliver more than others, and if an adset is not able to reach the daily budget on a certain day, maybe it will be able to spend even more an other day.

Facebook ads: app engagement campaign

If you are planning to do a campaign for app engagement, and if you are wondering what will happen if a user has already uninstalled your app, the answer is that facebook will directly redirect the user to the store in order to reinstall your application.

App monetization: 4 bad reasons not to monetize an app thanks to in-app advertising

- I do not want to destroy the immersion of the players because I have a beautiful game

- I have a very good game, I will monetize only through in-app purchases

- I do not want to cannibalize in-app purchases

- My ARPU is big enough with in-app purchases

BAD REASONS!

All those reasons are bad reasons, because in-app advertising is a key for most of app developers. Even King, the famous gaming publisher that released "Candy Crush" is now doing in-app advertising thanks to rewarded videos.

The 2 main keys to succeed by introducing in-app advertising within an app or a mobile are: user segmentation and user experience. If those 2 conditions are analysed, adding in-app purchases will increase monetization, retention, virality and will impact the total growth of an app / game on any store.

Apple store: how to get featured on IOS ?

Having a featuring from apple on its store can be very interesting for any developper that want to promote its app to IOS users. In order to have a chance to get featured, there are a list of actions that can help:

1/ Build for iOS only (or, at least, for iOS first)

2/ Make your app for universal devices

3/ Use Apple’s latest features like 3D touch

4/ Use Game Center

5/ Localize your app

6/ Update frequently

7/ Have seasonal updates

8/ Optimize your app store listing: icon, screenshots, description etc

9/ Show an Apple device in your promo

10/ A feature spot could lead to media coverage…or, media coverage could lead to a feature

11/ Highlight where your app is made (for non-US developers)

12/ Build a relationship with Apple

13/ Pitch to Apple to remind them a possible featuring missed

14/ Release your app on a Tuesday or Wednesday right before the featuring choices

15/ Keep your ratings & downloads up

Social gaming: Main definitions, metric and vocabulary

The average daily arpu for a social game is:

- Between 1 and 5 cent for: puzzle, arcade, simulation, caretaking
- Between 3 and 7 cent for:  hidden object, adventure, tournaments
- Between 5 and 10 cent for: rpg, gambling, poker

In gaming, we can find different kind of users: whales, dolphins, and minnows. In social gaming, the average spent / LTV for those users is the following:

- Minnows: 55% of all paying users; they spend between $1 and $5 in total during all their lifespan

- Dolphins: 30% of all paying users; they spend between $5 and $10 every month

- Whales: 15% of all paying users; they spend much more than $10 every month and represent more than 50% of the total revenues of a single free-to-play game.

Various others metrics: 

- Day 1 retention: 15%

- Best day for user acquisition: Saturday

- Most played days during the week: saturday, monday, tuesday

- Non-churns players can be recognized as they are used to play 2 times more than normal users on Day 1

- The most important retention metrics is Day 7 retention. Once a user come back after 7 days, we can say that this user has been fished

Facebook ads: New partnerships for ads viewability

In order to improve the viewability of its ads, Facebook announced other partnerships with companies like comScore, Nielsen and Integral ad science.

Those companies are here to improve the transparency of ads metrics (photos and videos) and help advertisers to increase their trust in the facebook data during their campaigns.