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
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>
Copyright (C) ADWAYS INC. All Rights Reserved
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
Copyright (C) ADWAYS INC. All Rights Reserved
Japan’s first Nail AD
Company Profile
Copyright (C) ADWAYS INC. All Rights Reserved
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
Copyright (C) ADWAYS INC. All Rights Reserved
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
Copyright (C) ADWAYS INC. All Rights Reserved
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
Copyright (C) ADWAYS INC. All Rights Reserved
Latest Trend
Copyright (C) ADWAYS INC. All Rights Reserved
Latest Trend
Copyright (C) ADWAYS INC. All Rights Reserved
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
Copyright (C) ADWAYS INC. All Rights Reserved
Latest Trend
Copyright (C) ADWAYS INC. All Rights Reserved
Latest Trend
Native Advertising
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Copyright (C) ADWAYS INC. All Rights Reserved
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
Copyright (C) ADWAYS INC. All Rights Reserved
Data is KING
Copyright (C) ADWAYS INC. All Rights Reserved
“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
Copyright (C) ADWAYS INC. All Rights Reserved
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
Copyright (C) ADWAYS INC. All Rights Reserved
<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
Copyright (C) ADWAYS INC. All Rights Reserved
<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
Copyright (C) ADWAYS INC. All Rights Reserved
Thank You!!Adways Inc.Nobu Noda
mail : noda.nobuyoshi@adways.net
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