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

Facebook

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!