global trend in app marketing_adways
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Copyright (C) ADWAYS INC. All Rights Reserved
April 17th, 2014Adways Inc.
Director, Head of PublishingNobuyoshi Noda
in AppMarketing
Game Next
Global Trend
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Copyright (C) ADWAYS INC. All Rights Reserved
<Established> 2001<HQ> Tokyo<Office> Shanghai, Seoul, SF, etc. 11Countries, 17 Cities<Capital> JPY1.4Billion (2013/12)<Employee> 1,003 (2013/12)<Business> Online Marketing Media & Content
Company Profile
<Operation><Main Service>
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Bringing New Value to the Market
アプリ事前登録サービス アプリトラッキングツール
SPリワードネットワーク PCアフィリエイトネットワーク
Company Profile
台湾ポイントアプリ
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Japan’s first Nail AD
Company Profile
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0
25
50
75
100
2012 2013 2014 2015 2016 2017 2018
94.91
77.67
61.4
45.85
31.45
17.968.76
Mobile AD Market Worldwide
(Unit:Billion USD)
More than $94B market by 2018
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Mobile AD Market Worldwide by Company
34%
1%3%
3%2%5%
53%
Google Facebook Twitter Pandora YP Millennial Media Other
25%
1%2%2%3%
22%
47%
2012 2014
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Here Comes Facebook
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Facebook mobile app install ad
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Web or App?
0
25
50
75
100
2013 2014
AppsMobile Web
Percentage of time spent
80%
20%
86%
14%
(Source: Flurry Analytics, emarketer April, 2014)
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Web or App?
0%
18%
35%
53%
70%
Google Facebook Other Apps
33%
18%
49%
65%
17%18%
Time Spent Ad Spent
(Source: Flurry Analytics, emarketer April, 2014)
Ad Spend versus Time Spent on Mobile
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2010 2011 2012 2013 2014
Mobile Ad Playback?
CPC incentCPI
non-incentCPI Targeting
incentCPI
incentCPI TargetingCPC
CPC
?
?
?
Platform
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Average CPC/CPI comparison(Android)
CPC non-incent CPI
$0.15 $3.00
$0.04 $1.15
$2.50$0.10
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Latest Trend
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Latest Trend
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アプリでも事前登録が可能に
Latest Trend
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流入数
日数
1 2
リリース
0 事前登録
ブースト
運用メニュー
基本的な広告戦略
0 リリース前にコアユーザーを獲得
1 ランキングを上げ自然流入を得る
2 恒常的に運用し新規獲得のベースを引き上げる
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Latest Trend
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Latest Trend
Native Advertising
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現状の課題
0
0.5
1.0
1.5
2.0
Q1 Q2 Q3 Q4
2012 2013
(単位:USドル)<ユーザー獲得単価(iOS)>
(出典:2014/1 Fiksu)
ユーザー獲得単価は上昇中
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Data is KING
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“CPIの一歩先へ”
ROAS, リテンション等のKPIを可視化すること
Data Driven Marketing
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1 2 3
セグメント CPI
20代
30代
合計
10代 ¥1,165
¥1,044
¥7,798
¥1,154
CPI
¥572
¥513
配信停止
¥536
CPI
¥431
¥494
配信停止
¥475
Install
194
3
317
120
Install
532
配信停止
875
343
Install
939
配信停止
1,351
412
<ゲームアプリ運用事例>
Data Driven Marketing
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セグメント Day1 Day2 Day3 Day4 Day5 Day6 Day7
10代 100% 53% 39% 32% 28% 27% 20%
20代 100% 45% 42% 35% 29% 25% 25%
<セグメント別リテンション>
Data Driven Marketing
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<広告効果測定> <ユーザー分析> <ライブオペレーション>
Data Driven Marketing
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<広告効果測定> <ユーザー分析> <ライブオペレーション>
資本業務提携
業務提携
合併
Data Driven Marketing
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Thank You!!Adways Inc.Nobu Noda
mail : [email protected]