Adways Session 4.App Promotion Trend in Japan

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Business Development GroupMobile Division

Daisuke Maeda

copyright(c)Adways Inc.Rights Reserved.

copyright(c)Adways Inc.Rights Reserved. 2

Profile プロフィール

Daisuke Maeda General Manager/ Mobile Division Adways Inc. Japan

July 2011: Joined Adways and contributed to sales of smartphone ad business.

April 2013: Promoted to sales manager and also deputy director of new business development.

April 2014: Became a general manager of mobile division where does game app ad business. 2


Agenda

Introduction of App Promotion Trend in Japan

ADWAYS

App Promotion Strategy

Trend in Japan

For Japan Expansion


1,494,393,000 Yen

Overall Employee 970

Adways Company Profile

[As of Dec 2014]

[As of Dec 2014]

Company Name Adways Inc.

Foundation Date 2001/2/28

38F Sumitomo Fudousan Shinjuku Grand Tower, 8-17-1 Nishi-Shinjuku, Shinjuku, Tokyo 1606138, Japan

Haruhisa Okamura

Headquarters

CEO

Capital Fund

Employees

Domestic Subsidiary

Overseas Subsidiary

Tokyo/Osaka/Nagoya/Fukuoka

China/Hongkong/South Korea/Taiwan/Philipines/Indonesia/Singapore/Vietnum/Thailand/USA

Company Profile

5copyright(c)Adways Inc.Rights Reserved.

Tokyo, JapanShanghai, ChinaBeijing, ChinaSeoul, KoreaTaipei, TaiwanHong Kong

San Francisco, USAJakarta, IndonesiaHanoi, VietnamBangkok, ThailandPhilippinesSingaporeIndia

Adways Inc. has overseas subsidiaries in over 11 countries and support marketing in each country.

Why Adways? ～ Strong Global Network ～


Traffic

700,000 Installs!

Monthly # of Installs

15,000Installs!

# of Registrations

50,000Registrations

!

Why Adways? 　～ Strong Our Own Ad Networks in Japan～

Promotion Strategy

7


Utilize Case Studies/Branding/Acquire More New Users

Bussiness Goal Setting for Campaign

「 Target Online RPG Users as much as possible ！」Leading the potential users to app market and maximize app revenue by using the accumulated

Cookie data and IDFA on pre-registration website is our business goal.

We operate campaign based on ROAS/LTV data on 3rd party tracking tool.

Look-a-Like Targeting Utilize core-user’s data

Business Goal

Secure Target Users Secure the contact point with dropout users

Maximized User Acquisition

Retargeting campaign with accumulated data Advertize periodical in-game event

Approach to respective User Categories （ Adtech ・ Creative ）Analyze competitive app and identify who to approach.

【Goal】

【Merit】

Acquire New Users Recall Drop-out Users

Goal Setting


Schedule

Fueling user’s fascination before app launch is the most important point for maximizing the target user acquisition.

Pre-launch Post-launch Operation Phase

Stra

tegy

KPI

Acquisition of High Potential

Users

Rank UP on App Store Campaign

Campaign Planning Target Active Users

# of pre-registration

s

PDCA Operation based on

ROAS/CVs/ CPI

ROAS based campaign

optimization

Analyze Payment Rate and ROAS by Respective Traffic

Promotion Strategy

High Conversion Volume Rate Zone

copyright(c)Adways Inc.Rights Reserved.10

How We Select Promotion Traffic

SEM（ App Title ）

※Famous App Titles

The latest Action/High(High retention/High payment etc…)

Affiliate Ad

The latest Action/Low（ Low Retention etc..)

Conversion Rate/High Conversion Rate/Low

【 Correlation Chart by publishers & Conversion Volume】

Select the Best Traffic from High Conversion Volume Rate Zone

Analyze Both Volume & Quality and Construct Campaigns Based on KPI

NonIncentive-CPI“Smart-C”（ Naver ）

Facebook“MobileAppInstall”

（ payment user targeting ）CPC Ad network

（ web publisher/Banner ）

CPC Ad network（ web publisher/Rectangle)

CPC Ad network（ App publisher/Banner ）

CPC Ad network（ App publisher/Rectangle ）

Promotion Method


①Pre-Launch (Pre-registration service ・ Teaser Website), ②Post-Launch （ Optimize the distribution based on the data acquired in pre-launch phase)

AdvertialFami-tsu App etc..

AdvertialFami-tsu App etc..

SNS Ad(Twitter/FaceBook)

SNS Ad(Twitter/FaceBook)

Search AdSEM(Google/Y!)

Search AdSEM(Google/Y!)

▼Awareness Improvement ▼Action/Conversion

AppSto

re／

Google

Pla

yA

ppSto

re／

Google

Pla

y

App U

sers

Blank BlowserPop-up/Initial App Launch

Blank BlowserPop-up/Initial App Launch

Ad Networks

SNS

▼Data Integration

Cle

ar E

ven

ts

・In-ap

p p

urc

hase

Official WebsiteOfficial Website

Campaign Strategic Planning （ Data Utilization ）

Post-L

au

nch

Pre

-Lau

nch

CPC Ad Network(ex. i-mobile/nend)

CPC Ad Network(ex. i-mobile/nend)

Our own TrafficSmart-C(Naver ）

Our own TrafficSmart-C(Naver ）

Pre-registration ServiceLobi/Hayatoku/Flying Gacha etc.

Pre-registration ServiceLobi/Hayatoku/Flying Gacha etc.

YOYAKU TOP10YOYAKU TOP10

Registra

tion Fo

rmR

egistra

tion Fo

rm

Finish Registration

Finish Registration

Promotion Strategy

12

Campaign Operation

　　　　　　　　Combine official teaser website campaign and paid promotion through YOYAKU TOP and others ⇒ Higher ROI/More users/More qualified users

Pre-registration PhaseAcquisition of Pre-registration Users

The Best Quality Traffic

Get Registrations

Viral Effect[Official Teaser Website]

YOYAKU TOP10‘s

Gacha Function

Activate Users



Burst Campaigns 　～ App Store Algorithm ～

2014/1 US

Free AppsRanking

68,0001-5 位

51,0006-10 位

36,00011-25 位

27,00026-50 位

The most important elements of App Store Algorithm is the number of installs.When aiming for higher ranking on App Store, days, campaign period, and time are crucial to successful burst campaigns.

App Store Algorithm

Top Free Based on # of installs in the last 48 hrs. Ranking is updated approx. every 3 hrs.

Top Paid

Top Grossing The total amount of IAP in the last 48 hours.

Paid Apps

4,900

4,000

1,800

1,100

JAPAN

37,000

31,000

16,000

12,000

1,000

620

320

200

16,00051-100 位 570 5,600 90

Will get you to the top in Japan

Acquisition on AppDriver

+Organics through

ranking

*The number is the daily average*All number is from the average data

Burst Campaigns

Free Apps Paid Apps

Based on # of installs in the last 48 hrs. Ranking is updated approx. every 3 hrs.


Burst Campaigns 　～ Google play Algorithm ～

Below are 4 key elements to break into top new free ranking.（ According to research by Adways’ analytic team ）

Google Play Key Metrics for Top New Free Ranking.

In addition to installs, G+1, reviews, and DAU play a huge role in Google Play algorithm.Based on the recent data, the number of downloads in the last 10 days have the most effect on ranking. The more uninstalls you have, the worse it performs but if the ranking is oddly high, your app can be deleted from the AppStore. For above reasons, Adways suggests running burst campaign for several days. Further, we recommend using networks that allow users to launch the app once a day. This will drive approximately 2,000 DAU.

# of Installs

in 1 week

Users with high retention

%

DAU＆

MAUReviews

Burst Campaigns


Smart-C

Smart-C is able to drive users that are truly interested in the app and generate high retention rate and IAP %.

Smart-C, the #1 mobile affiliate ad network in Japan, enables you to acquire highly motivated users from high-quality publishers. With Smart-C, it is possible to publish ads on Japan’s largest review media on a CPI basis.

▼Keyword examples:Free App, Android App, iPhone App, Camera App, Movie, App’s name, Company name etc…

Setting keywords related to your apps

Listings/SEO Media

Smart-C has operating team that could improve ads effects by adjusting keywords and SEO

Publishing ads on app review media

Review Media

On Smart-C, advertisers are able to place ads on large app

review media

The largest blogger network in Japan

Bloggers

Smart-C owns over 4,000 bloggers from artists to

normal bloggers. Being able to target female users is a

huge advantage.

Smart-C 　～ Non-Incentivized CPI ～


Utilizing Ad Networks 　～ Basic Operation ～ Ad Network

Adways creates banners with various themes so that we are able to identify what kind of users were interested in which banners, and which characters are most popular among specific users. We create next banners based on these results.

By not narrowing your target audience in the earlier stage of the campaign,an advertiser is able to successfully acquire a large number of users.

Able to acquire a large volumeMain

Small volume but with unique targeting and ad units.

Sub


Creative Composition

We will analyze creative performance based on CTR/CVR and constantlycreate new banners.

01.02.03.04.05.

Game’s atmosphere and storiesCreatives that show game settings and stories

CharactersUsing popular and unique characters

Game systemsTelling users about the game features and graphics

Campaigns and newsInforming in-game events and collaboration info※Commute time and midnight works the best.

Sleep usersCreatives used for users that used to play the game before

Creatives


Ad Networks 　～ Optimization~

Optimizepublishers

Creative Optimization○Characters

○Structure （ texts/free buttons ）○Creative sizes

PAUSE poor-performing pubs

Delivery Time Optimization

○Commute time○Daytime○Late night

PAUSE poor-performing creatives

Campaign Structure

Optimization○CPC○Targeting

PAUSE poor-performing campaigns

Good

Bad

Ad Network


Ad Networks 　～ Characteristics of Publishers ～In the earlier stage, Adways builds campaigns with white-listed pubslishers based on case studies

Anime Pubs(Web&App)nend/i-mobileniconicoYou TubeManga/Anime Image ForumsShosetsuka ni Naro

Anime WatchAnisoku Seiyu☆SokuhoAnizo

About the PubsBanners with voice actresses and characters tend to perform well.Works best for finding out the best performing characters.

Game Pubs(Web)nend/i-mobileGameWithGame Koryaku Kanzen ZukanOre Teki Game SokuhoGame Reviews

GAYMHachima Kiko

About the PubsUsers on above media include hardcore gamers; therefore, banners of game scenes and characters tend to perform well.

Casual Pubs(APP)nend/i-mobileNezumi Daku DakuKure Shin RunCharisoManbo

About the PubsPublishers with game user audience, thus the low CPI. However, acquired users tend to leave the app early.

Large Media(Web)nend/i-mobilelivedoor blogBoketeUranai Tsuku-ru2ch related pubs

About the PubsAbove media own massive traffic; therefore, this category of publishers work the best for finding out which creatives perform well among the general audience.

※ 直近の傾向に基づき提示しておりますので、配信のタイミングで変更する可能性が御座います。

Ad Network


Targeting Summary of Each Network

By utilizing characteristics of each network, Adways will build the most effective campaigns and optimize accordingly.

AppTargeting

Device IDTargeting

CV Expansion De-targeting Key wordsIAPUser

Targeting

nend ○ ○

i-mobile ○ ○

BLADE ○ ○

Facebook ○ ○ ○

Twitter ○ ○ ○ ○

GDN ○ ○ ○ ○

YDN ○

Ad Network


Promotion Trend


①Pre-registration （ Official/teaser websites ）② Post-launch –detarget based on ① results

Reviewse.g. Famitsu

Reviewse.g. Famitsu

Adnetworkswitter/FB

Adnetworkswitter/FB

Search AdsSEM(Google/Y!)

Search AdsSEM(Google/Y!)

▼Enhancing Recognition ▼ 行動転換手法

AppSto

re／

Google

Pla

yA

ppSto

re／

Google

Pla

y

App U

sers

First LaunchBrowser

（ White page ）

First LaunchBrowser

（ White page ）

ADNW

SNS

▼ 接触手法（ Data Integration ）

Com

ple

ting

Even

ts

・IAP

Official websiteOfficial website

Campaign Structures （ Utilizing Data ）

Afte

r Ap

p L

au

nch

Pre

-Reg

istra

tion

Adnetworksi-mobile/nend

Adnetworksi-mobile/nend

自社媒体Smart-C(Naver Matome ）

自社媒体Smart-C(Naver Matome ）

Pre-Reg PlatformsLobi/Hayatoku/Flying Gacha

Pre-Reg PlatformsLobi/Hayatoku/Flying Gacha

WebsiteYoyaku Top 10

WebsiteYoyaku Top 10

Registra

tion E

ntry

Registra

tion E

ntry

CompletePre-Registration

CompletePre-Registration

Promo Strategies

　　　　　　　　Yoyaku Top 10 is able to collect data of users who have visited the platform.Having the data allows you to expand your target audience and reach the similar hardcore users.

事前フェーズCollecting Data of Hardcore Gamers

STEP1


Collect pre-registration users’ data

Target similar users

STEP2


For Japan Expansion



Japanese users tend to look at App Stores very carefully.Icons and screenshots make a huge difference in CVR as well as store description of the app.

▼What users focus on when downloading apps (in order)

1) 　 Icons2) 　 Screenshots3) Reviews★★★4) 　 Store description5) 　 Videos6) 　 App name

To increase the CVR, icons and screenshots are extremely

important.

App Store Optimization （ Icons & Screenshots ）


It is important to create screenshots that are able to tell the story to potential users. Below are some of the elements that should be included in the screenshots.

1st

Game logo＋

Title opening

2nd

Game Concepts

3rd

Differentiation point ①

4th

DifferentiationPoint ②

5th

Game atmosphere

Creatives

Examples of Screenshots

App Store Optimization （ Icons & Screenshots ）


The Japanese users tend to stay app store to get app information as much as possible. Having video on app store is very important point because the video will appeal game visual & contents image and improve install rate.Most of the Japanese app developers have their game video on their app store.

The Importance of Video on App Store

App Name Video

Monster Strike No

Puzzle & Dragons Yes

LINE ： Disney Tsumtsum Yes

Shironeko Project Yes

Ken to Mahou no Roguresu Yes

Final Fantasy Record Keeeper Yes

▼TOP Grossing App on GooglePlay

App Store Optimization （ Video ）


The most important point for Japanese market deployment would be Culturalization.The Japanese game users are really sensitive about App Quality & Reliability of the app developer, which means the quality of Culturalization has to be the top-priority for overseas app developer.

There are lots of unsuccessful case studies that overseas app developers who made less of culturalization and ended up with paying wasteful advertizing fee for low-retention & low-payment users.Most of the successful developers built a partnership with local publisher or get enough expertise for Japanese market and built a partner ship with strong advertising agency.

Translation

Debug Narration Font type

Culturalization


1. App Promotion

2. ASO (App Store Optimization)

3. Culturalization

Key Points for Japanese Market Deployment


감사합니다 !

Contact: [email protected]

Marketing

Adways Session 4.App Promotion Trend in Japan