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Mobile Marketing Trends 2016Jun Lim
Country Head Korea
Basics- Overview of Basic Mobile Marketing Concepts
Intro
3
Inventory
source: To Uyen from the Noun Project
CPC
CPM
CPI
4
Inventory Triangle
Publisher CPM CPC CPI CPA/CPE
Inventory Size
Advertiser
source: Hyungyun Lim
5
Ad Network
source: Appsflyer
6
Inventory Monetisation
Admob Mediation
7
Ad-Network’s Dilemma
source: Appsflyer
Advertiser Publisher
Low Cost, High ROI High eCPM, Low Requirement
8
RTB - Bid Process
Trend II
source: AppLift
2013 vs 2016- last 3 years of hands-on experience
Intro
10
2013 - 2016 : Chartboosting (Incent)
2013 2016
Screen
Network
Platform
11
2013 - 2016 : CPA/CPI (Non-Incent)
2013 2016
Network
Social
12
2013 - 2016 : Display (CPC/CPM Network)
2013 2016
Network
Platform
“Platform is the key”
Platform
Network
13
2013 - 2016 : Video
2013 2016
Platform
Network
None
14
2013 - 2016: Mobile(DSP&Retargeting)
2013 2016
None
15
2013 - 2016: Tools
2013 2016
Mobile
Web
16
2013 - 2016: Overall
2013 2016
Incent
‘Spray and Pray’
Agency-Driven
Domestic Entities
Incent
Non-Incent
Agency + Direct
Lots of Foreign Entities
DSP/Retargeting/RTB
The Future of Programmatic RTB- How this will change the market
Trend I
18
Open RTB
Trend II
source: iAB
19
Open RTB and its relatives
Trend II
source: AppLift
Variations of Open RTB
20
Open RTB - Different Models
source: AppLift
21
Open RTB Benefits
Open RTB Benefits
1.Targeting
2.Transparency
3.Audience Data
4.Use Existing Data
22
Open RTB - Retargeting
Cross-Device Dynamic Retargeting
source: AppLift
23
Why not yet in Korea
Reasons
1. Platforms - Social API
2. Publishers - Floor Price
3. Ad-Networks - Subsidy
4. Market Awareness - No Standard
The Fight between Two Giants- Google vs Facebook
Trend II
25
Google vs Facebook : Current Status
Advanced Mobile Web Standard
AMP (Accelerated Mobile Pages Project)
Expansion of Inventory
Instant Article
New Ad-Platform Universal App Campaign
and new ad formatsand new ad formats
Facebook Audience Network
26
Google AdWorld’s New Ad-Formats
source: Google
27
Facebook Acquired Liverail and MSQRD
source: Wikipedia
28
Facebook Acquired MSQRD
Why this app?
1. Video Tech
2. Audience Network
source: Youtube
Allies and Collaboration- How start-ups move forward each other
Trend III
30
Start-ups: Collaboration on Marketing
Benefits
1. Co-Branding
2. Cost-Saving
31
Start-ups: Collaboration on Marketing
“Deep-Link”
“Open API”
“Tracking”
source: YanolJa Mobile App
Marketing Tools 2.0- The Uprise of CRM - Attribution and its beyond
Trend IV
33
Tools Overview
AttributionWeb Remarketing/CRM
34
Tools - Challenges
Challenges
1. Web/Mobile Attribution Integration
2. Too much Data
3. Inconsistency of Data
4. Lack of Internal Resources
35
Tools - Automation is the key
source: Appboy
User Acquisition Strategies- General Trend and Overview
Trend V
37
Performance Marketing: Definition
Imp. Click Install
?컨텐츠뷰?가입완료?장바구니 ?Winning Point ?구매?
CTR CVR
source: created by Jihoon Kim
38
Performance Marketing: Agency vs Direct
source: created by Jihoon Kim
NowPast
Reasons to use Agencies
- Lack of Internal Resources - Lack of Internal Resources
- Agencies are more expert - Agencies are Ad operations
- Agencies take care of all the channels
- Agencies take care of mainly branding(non-measurable channels)
- Easy to blame- Now Performance-driven
agencies only survive
39
Fraud Prevention
Ways to Prevent
1. Post-back/LTV Integration
2. IP Whitelisting/Blacklisting
3. CPI - Request for Non-Rebrokering
40
Channel Management
Performance(CPI)Brand Channels Performance(Media-Buying)
Pre-registration
TV Ads
Offline Ads
Community Websites
CPI
Social CPI
CPS
Adwords
Other Self-Serv Platforms
Recommend Agency - Recommend In-house - Just use 1-2 channels
- Recommend In-house - Getting Important
41
UA: Different Culture
Mobile Marketing 2016- 2016, “Winter is coming”
Ending
43
Marketing in the Past
source: Hyungyun Lim
44
Marketing: Now
source: Hyungyun Lim
45
Paradigm Shift
What this means?
- Problem on Talent Acquisition
- Learning Curve
- More Number-Driven Culture
46
What kind of Marketing Person Supercell Looking For?
Job Requirement
• Intensely curious and driven to learn • +2 years direct experience in web-based
performance marketing required – experience in e-commerce/ retail preferred
• Expert in Google Analytics or equivalent tools
• Proven track record in social media marketing (YouTube, Facebook or Instagram)
• Many examples of deriving actionable insight from data
• Ability to present data in a story form and deliver findings to the team
• Fluency in English and Korean • Passion for games
47
Learn from Failure and Success
source: Youtube, Facebook
48
Last Piece of Advice
source: Youtube Channel of Re/code(Interview with Gabe Leydon)
49
Last Piece of Advice
source: Youtube Channel of Re/code
“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, Googe, 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-
50
Winter is Coming
source: Late Night with Seth Meyers