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Join AppsFlyer Co-Founder and CTO, Reshef Mann, and Alexander Grach, Head of Sales EMEA, as we kick off by taking a look at some of the remarkable trends in the dynamic Central and Eastern European mobile market.
Hello Minsk Sli.do instructions + funny Sli.do Overview of the day Introduce Reshef
Welcome to MAMA Minsk. We hope you have a fantastic day. I want to start by telling you a little bit about MAMA. MAMA is AppsFlyer’s own events brand and we hope you can see, we don’t do things by halves. MAMA events take a huge amount of time and effort and because of this we will only do one event in EMEA in 2019. We have to really think hard about where we do them and why. But coming to Minsk for MAMA 2019 was a no brainer for reasons that I’ll explain more about in a minute, but first a quick history lesson.
You see, this isn’t the first MAMA event we have done in Eastern Europe. In fact, MAMA all started very close to here! Our very first ever MAMA, anywhere in the world, was in Moscow in October 2015. So, we’re delighted to be back where it all began.
In 2016 we went to Paris
In 2017 we went to Berlin
In 2018, it was London’s turn
But, now we’re back to where it all began in Eastern Europe and there’s a very good reason for that. The growth we’re seeing in this region is phenomenal. You guys already know this, but this whole region is a hotbed for mobile innovation and we’re delighted to be here with you today to celebrate that. Let’s take a look at some of the numbers that show just how incredible Belarus, Russia and the whole of Eastern Europe is.
Behind much of this growth is a significant increase in the number of companies playing in mobile. Here you can see that in all sizes of company, size being determined by the average number of non-organic installs achieved each month, there has been a meaningful growth since Q2 2018. (CLICK) On average there are 74% more companies running UA campaigns in Eastern Europe now. (CLICK) But when we look at the very biggest players, those that have in excess of 50k non-organic installs per month, we see the greatest change, albeit from a lower base. Nonetheless, there was an 87% year on year increase in the number of app developers with over 50l non-organic installs per month from Eastern Europe. Clearly, Eastern Europe has a huge startup scene and these startups are successfully scaling as well. This culture of innovation and entrepreneurialism is one of the driving forces behind the success and growth here in Eastern Europe and that’s why we begin today’s event with a keynote speech from Saul Singer. Saul is the author of ‘Startup Nation’, a New York Times top-selling book on the Israeli startup world and he will be on stage in just a few minutes to talk about how countries and governments can create innovation hubs to help drive the economy, just like we’re seeing here in Eastern Europe.
Last but not least, we should recognise that Belarus itself is one of the highest growing markets for successful app developers in Eastern Europe. In the last 12 months, Belarus is second only to Bulgaria in the growth of the number of companies running successful UA campaigns. But as you can see, it’s not just Belarus. All markets have grown by more than 100%.
And that’s why we’re here! We’re honoured to be here with you all to celebrate the incredible across the entire region in the last year and to offer some amazing speakers that we hope will drive the next phase of growth in the region. So, before, I hand back to David, I think we should start with a huge round of applause for everyone here today that makes this region one of the greatest startup and scaleup hubs in the world and for the exceptional speakers we have coming up. (BEGIN CLAP)
Story about small beginnings
AppsFlyer started at 2011
Hungry for every opportunity I’m sure lots of you know it First, friends and family
Then, thanks to Lisa who’s here in the crowd, an opportunity with a large russian game developer came up
This is the screen shot Oren presented in the meeting
Essentially, the first design partner we had came from Eastern Europe!
This is the current dashboard There are similarities, how come?
Since our focus back then and throughout the lifespan of the company was around providing value
Evolution != change
But how do you know what value is? We looked for invariants.
I come from computer science background but for those of you who don’t know what invariants are, these are thing that always hold true. We are looking at what our users will want and want more of.
So we try to adhere to these elements while providing a marketing platform to our users
It is not enough to have fraud-free and accurate attribution. You also have to have the tools to help you analyze the data and make the right decisions.
So In the last couple of years we've developed 10’s of features and products that are critical for marketers to analyze their data and make the right decisions.
So the second element that made AF successful is Data accuracy
In the past, you couldn't really measure what works and what doesn’t work in marketing and advertising, At least marketers knew that they couldn't really measure. And this is how they made decisions in the past.
In the past marketers at least knew that they don’t know. Today, the challenge is much bigger. Today if your measurement is wrong, if the input parameter, the attribution is wrong, the decisions are wrong.
There are two main reasons: Attributioning Organic installs as paid campaign Fraud
In both cases, measurement look great as if you made a great profitable decisions, But you don’t really know that you are buying your own users and fraudulent traffic. Making that wrong decision over and over again in an increasing scale. Usually when companies discover it, it’s too late.
We leverage our scale to train our AI to make data more accurate and clean of fraud
AppsFlyer is a mission critical tool, that is used on a daily basis. - And we've decided to make is an awesome experience, - and in order to achieve that we decided to be completely unbiased and avoid any conflict of interest with our customers.
Out clients trust us with their most important asset. Their data. Not selling data Or building persona graph, or user profiles for sale. So we will not be in a conflicting position with our clients - so we can always make the right decisions for our customers.) As you bring your lawyer to buy house. We are Selling only to advertisers to represent their interests in the ecosystem. This is what allowed us to gain the trust in the ecosystem - Buyers and sellers.
Now we are getting to the most important element: Security & Privacy
Most companies give access to sensitive data to vendors.
The problem is that companies invest in their own systems, but not ging the same level of attention to their 3rd party vendors that have access to the same sensitive information. This is how they leave their back doors open without knowing it.
The Security and Privacy requirement are always changing and increasing. So it is not enough to have a one time InfoSec process.
Sometimes vendors are changing their business, monetization, acquired or even outright contract assignment, under the radar of their CISO , which adds significant risk.
The solution is to have the same security and privacy measures for both 1st and 3rd party. To make sure that you back door is as secure as the front door.
This is why we’ve decide to invest and make sure that, not only that we dont add any risk, we are helping our clients to be in compliance.
We have antire team in Security and Privacy.
Welcome to MAMA Minsk!
Eastern European advertisers have seen huge increases in
non-organic installs globally in the last twelve months
The growth is coming from the USA, Russia, Brazil, India and Mexico, as well as
Western Europe and Asian markets, such as China and Vietnam
BELARUS & CHINA GROWTH
Belarusian developers have seen huge growth in non-
organic installs from China in the last 12 months
Growth in non-organic
installs from China
NEW MARKET ENTRANTS
Growth is being driven by a significant increase in the number of
Eastern European companies running high volume UA campaigns
Growth in companies
companies running paid
UA campaigns in the
last 12 months.
BELARUS MARKET GROWTH
Belarus is one of the major startup hubs in Eastern Europe
Growth in companies
with >25k+ non-organic
installs per month in the
last 12 months.