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Lison ChenAssociate Country Head China
About AppLift
2013 vs 2016- last 3 years of market observation
Retrospective
2013 - 2016 : Number of Advertisers
2013 2016
2013 - 2016 : Point of Contact
2013 2016
Incentive
Video
Social
Incentive Chart Boosting
Non-incentive User Acquisition Platform/ Network
2013 2016
2013 - 2016 : User Acquisition Channels
2013 - 2016 : Tracking Tools
2013 2016
Blue Sea
Incent
Scale
Blue/Red Sea
Non-Incent/Video
Scale with Quality
2013 - 2016: Key Words
2013 2016
Marketing 2.0Data and its beyond
Trend I
570m. to 1020m.+79% Growth
US: 76m. new users alone
• Source: Emarketer (2014) 1) Markets include China, India, Russia, Brazil, Indonesia, Mexico, Turkey, Philippines, Nigeria, Thailand, Vietnam, Egypt, Colombia, Poland, andArgentina 2) Markets include US, Japan, Germany, UK, South Korea, France, Italy, Spain, Canada, and Australia
741m. to 1542m.+108% Growth
Data and its Beyond
Acquiring users becomes more and more expensive… >70%Year-on-Year increase in Cost per Loyal User
… once acquired, users are hard to retain.60%of users never returning to your apps after 7days
From the users retained, only few of them are spending.of all players generate 60% of all in-app revenues
0.23%
Data and its Beyond
*Source: VentureBeat April 2015
1st Party Data is Key
Fraud PreventionCampaign Optimization
Fraud Detection
How to Reach Right Users for Your Apps?
Programmatic Campaigns
ROI-optimized mobile user acquisition via AppLift’s Lifetime Value Optimization Technology.
*Source: AppLift
Case Study - Campaign Optimization
The Future of ProgrammaticHow will this change the market
Trend II
Publisher CPM CPC CPI CPA/CPE
Inventory Size
Advertiser
Inventory Triangle
*Source: Hyungyun Lim
Open RTB Benefits
Reach
Transparency
Data & Targeting
Open RTB Benefits
LaunchPhase
GrowthPhase Retain
Phase
User Acquisition Life Time Cycle
Reasons
1. Scale vs. Cost
2. Availability of 1st Party Data
3. Market Awareness - No Standard
Why not yet in China?
The New Blue Sea Opportunities Where is the next stop
Trend III
*Source: AppLift
The New Blue Sea Opportunities
1.US. is still the strongest market across iOS and Android platform
2.Tier 1 countries in Europe perform strong on iOS platform
3. Korea, Japan and India shows strong growth on Android platform
Top Ad Spending Market
The Future of Game Category
Action/RPG games show great potential either on iOS and Android
User Acquisition Strategies- General Trend and Overview
Prediction I & II
*Created by Jihoon Kim
Performance Marketing: Definition
Advertiser Publisher
Low Cost, High ROI High eCPM, Low Requirement
*Source: Appsflyer
Ad-Network’s Dilemma
Performance (External)Brand Channels Performance (Internal)
Pre-registration
TV Ads
Offline Ads
Community Websites
CPI
CPA
Adwords
Other Self-Serv Platforms
Agency - In-house Management - Use10~ channels
- In-house/Agency
*Source: Hyungyun Lim
Channel Management
Mobile Marketing 2016- 2016, “Winter is coming”
Ending
Last Piece of Advice
*Source: Youtube Channel of Re/code(Interview with Gabe Leydon)
“Buyers are going to be sophisticated whether everybody likes it or not.”
“Everything’s going to be repriced. Media will be quantified.”
“World’s second largest company, Google, is performance marketing company. Facebook is billions dollar company because they are performance marketing company.”
“Publishers want to work with Brands, because Brands are not sophisticated.”
“I would not recommend buy television ads unless you can’t buy anymore on digital. TV ads value is only captured in digital. If you just buy on TV, you will be gone out of business.”
“Our marketing is more like Nasdaq than traditional marketing.”
“Current version of brand advertising will disappear. It will be more measurable.”
- Gabe Leydon, Machine Zone CEO-
Last Piece of Advice
*Source: Youtube Channel of Re/code
Thank you!
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