mobile marketing in china yeahmobi
TRANSCRIPT
Mobile Marketing in ChinaMobile Marketing in China
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
Qzone
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.
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www.yeahmobi.com