mobile marketing in china yeahmobi

Mobile Marketing in ChinaMobile Marketing in China

ivy@yeahmobi.com

Agenda

Mobile Landscape

Social Media

App Store Landscape

Paid Advertising

UA Approaches

Mobile Landscape

Question 1

Number of Smartphone Users

in China in 2016?

China Smartphone Users Are 2.5x the US

eMarketer. Aug.2016.

0

100

200

300

400

500

600

700

2015 2016 2017 2018

Millions

US China

Users: Individuals of any age who own at least one smartphone/tablet and use at least once per month

Question 2

2016 Android Penetration

in China?

Android’s Dominating Penetration

81%

18%

Android

iOS

Other

eMarketer. Jun. 2016. Smartphone Sales Share in China, by OS

Question 3

One of the Top 3 Smartphone

Brands in China?

18%17%

16%

11%

7%

Oppo Huawei Vivo Apple Xiaomi

Top Smartphone BrandsQ1 2017

eMarketer. Feb. 2017. Top 5 Smartphone Brands ranked by shippment

Social Media

Question 4

BATS, dominates China’s social media.

Who are B.A.T.S?

The boundary between social media and e-commerce are

becoming blurred.

Short video apps and “live” video

broadcasting are getting more tractions.

Cicdata.com/landscape

Social Media Eco-System

.slideshare.net/homarcus/3-steps-to-reach-chinas-affluent-customers-through-wechat

What is Wechat

App Stores

technode.com/2015/09/22/ten-best-android-app-stores-china/

Fragmented Android Stores

newzoo.com/insights/rankings/top-10-android-app-stores-china. Dec. 2016

Top 5 Android Stores -> 80% Traffic

All Chinese Apps

SensorTower, Feb 07, 2017

Top Free Top Grossing

Competitive Local Players

Question 5

Number of Installs needed to be

in top 10 Free Category on iOS?

Top Overseas Apps

SensorTower, Feb.4, 2017

Township- Playrix GamesTop Free Games: #50

Top Grossing Games: #85

Users: US 13%; CN 40%

Rev: US 40%: CN 15%

Gardenscapes – Playrix GamesTop Free Games: #51

Top Grossing Games: #45

Users: US 15%; CN 32%

Rev: US 33%: CN 8%

Two Games in Top 100 Grossing

Games

Mobile Advertising

Mobile Internet Net Ad Revenue 2016(billions)

Alibaba$11.7

Baidu$5.5

Tencent$3.3

Others$7.4

eMarketer, Sep 2016

Converted at the exchange rate of US$1=RMB6.23; net ad revenues after companies pay traffic acquisition cost to partner sites. Youku Tudou included in Alibaba

9%

10%

81%

Ignore or close off any ads

Check out all the ads

Only check adsthat look interesting

www.iimedia.cn/47938.html

Mobile Users Reactions to Ads

4%

9%

30%

37%

66%

Kill Time

Others

Close Off the Ad

To Get the Promotion /Coupon

Interested in the Content

www.iimedia.cn/47938.html

Reasons to Click on Mobile Ads

UA Approaches

+ Localization

+ Paid User Acquisition

“China for us is the second largest market in terms of returns after US. In China we just localized the game into Chinese… no special adaptation… no

cultural localization…”

Igor ElovikovCreative Director at Playrix, 2016

http://wnmag.com/2016/08/05/township/

When You Have Minimal Resources

Question 6

What is the written language in mainland China?

a. Mandarin b. Simplified Chinese

c. Cantonese d. Traditional Chinese

Language Mainland Hong Kong Taiwan

Spoken Mandarin Cantonese Mandarin

WrittenSimplified Chinese

Traditional Chinese

Traditional Chinese

Chinese Languages

• Self-publishing or Local partners?

• Local Server or Global Server?

• Online + Offline Marketing?

“We have chosen to focus on China … partners are important for navigating

China … especially for Android platform… we are doing both exclusive

distribution and self publishing…”

Eric Tan:Country Manager at Gameloft, 2013

http://wnmag.com/2016/08/05/township/

When You Are Serious About China

About Yeahmobi

• Headquartered in China, offices in SF, Berlin, Tokyo, Singapore, India.

• $100M C-round funding at end of 2016.

• Mobile-only traffic. 60% direct in-app.

• Delivers 10 million + global app installs per month.

• Top Verticals: Gaming, eCommerce, Utility

• Top Markets: US (50%), EU, China, Brazil, India, SEA, Russia

Appendix

Social Media Penetration

7%

8%

8%

37%

68%

86%

Tianya

Zhihu

Douban

Weibo

Qzone

WeChat

eMarketer, Penetration of Select Social Media Platform. Dec, 2016

Ages 6+ who accessed the internet via any device in the past 6 months; excludes Hong Kong and Macau

Marketers’ Social Media Focuses in 2017

22%

22%

49%

63%

Live Streaming

Weibo Official Account

Wechat Official Account

Influencer/KOL Promotion

AdMaster. “Digital Marketing Trend 2017”, Jan. 2017

Users: Individuals of any age who own at least one smartphone/tablet and use at least once per month

Marketers’ Mobile Ad Budget Top Focus

67%

55%

42%

Social Media Mobile Video Mobile Search

AdMaster. “Digital Marketing Trend 2017”, Jan. 2017

Tablet Population

eMarketer. Aug.2016.

0

50

100

150

200

250

300

350

400

2015 2016 2017 2018

Mill

ion

s

US China

Users: Individuals of any age who own at least one smartphone/tablet and use at least once per month

Top Overseas Apps

SensorTower, Feb.4, 2017

Fruit Ninjia – Halfbrick StudiosTop Free Games: #45

Top Grossing Games: #1,042

Users: US 30%; CN 20%

Rev: US 45%: CN 6%

Subway Surfers - KilooTop Free Games: #47

Top Grossing Games: #546

Users: US 31%; CN 11%

Rev: US 50%: CN 1%

Gameloft Distribution Channels

• App Stores

• Carriers

• OEM handset manufactures

• Advertisement and sponsorships

• Social networking

tech.sina.com.cn/zl/post/detail/i/2015-09-15/pid_8491284.htm

ChineseWebsite WeChat Weibo YouKu

Top Overseas Apps

SensorTower, Feb.4, 2017

Asphalt 8: Airborne – GameloftTop Free Games: #20

Top Grossing Games: #153

Users: US 15%; CN 38%

Rev: US 34%: CN 17%

Asphalt Xtreme: Offroad Racing - GameloftTop Free Games: #27

Top Grossing Games: #333

Users: US 19%; CN 26%

Rev: US 36%: CN 25%

Top Overseas Apps

SensorTower, Feb.4, 2017

Disney Magic Kingdoms - GameloftTop Free Games: #35

Top Grossing Games: #204

Users: US 23%; CN 31%

Rev: US 65%: CN 5%

Minion Rush - GameloftTop Free Games: #46

Top Grossing Games: #645

Users: US 25%; CN 19%

Rev: US 44%: CN 2%

Gameloft – 4 games in top

50 Free Games

Partner with Publishers

Pro

Cover everything from localization, monetization, distribution to privacy-prevention to help launch the game.

Con

Sometimes they require dramatic changes in order to add localized elements. Rev share can be as high as 70%

Top Publishers

Chukong Technolgy, OurPalm, iDreamsky

Self Publishing

Pro

Cost effective. Able to control distributions and branding.

Con

A lot of heavy lifting – billing code change, manage all stores, promotion.

usa@yeahmobi.com eu@yeahmobi.com china@yeahmobi.com japan@yeahmobi.com

www.yeahmobi.com