adways session 1. 동남아 모바일 게임 시장 완전정복, 현지마케팅의 첫 걸음
TRANSCRIPT
2016.06.01
ADWAYS KOREA 전수남
동남아모바일게임시장완전정복현지 마케팅의 첫 걸음
Company Profile
Established 2001
Global Operation
Our Business
Tokyo, japan22 offices+1300App AnalyticsAD PlatformApp Agency
HQOffice
EmployeeBusiness
Company Introduction
PT Adways Indonesia
http://adways-indonesia.co.id/
8 July 2011
Mobile App Marketing
Adways Labs Thailand Co.,Ltd
http://www.th-adwayslabs.com/
24 May 2012
We MarketingMobile App Marketing
ADWAYS VIETNAM CO., LTD
Up Coming Soon
8 May 2015
Mobile App Marketing
Company History
2011
2012
2013
2014
2015
2016
■2011년 7월 - 설립광고에이전시사업스타트
■2012년6월설립-태국내 Google 정식대행사로웹마케팅사업스타트
■2015년6월설립
AppDriver Asia서비스스타트■2015년7월하노이영업소설립
■2015년8월 - Seads서비스스타트베트남최대메신저서비스 Zalo와업무제휴
■2016년5월- 베트남최대통신사Telco,Viettel과 Seads、AppDriver Asia 독점트래픽제공제휴
■2011년 9월 - 소셜미디어사업스타트
■2012년9월 - 게임로컬라이징사업스타트
■2013년3월- 모바일앱제작수주어필리에이트사업스타트
■2013년9월 - 모바일어필리에이트사업스타트
■2014년2월 - 모바일사업스타트
■2015년9월블랙베리메신저광고공식대행사선정
■2014년2월 - Appdriver서비스스타트
■2015년9월 - Seads서비스스타트
■2013년 3월--모바일앱마케팅사업스타트
■2013년 7월 - -LINE프리코인최초대행사선정
■2013년10월 - AppDriverAsia사업스타트
■2015년 1월 - 태국최초사전예약서비스스타트「GeeeksPlay」
■2015년 8월- 비보상CPI광고「Seads」스타트
SEA APP MarketGrowth of mobile app market in SEA countries
Vietnam Thailand Indonesia Malaysia Philippines Singapore
2011 2012 2013 2014 2015App Market 2011~2015
x20.1 x11.1 x10.6 x10.4 X8.5 X6.5
SEA APP MarketingBasic strategy of mobile app marketing
1
2
0Boost
Install
Keep Running
App Launch
Time
Pre-Launch Marketing Get loyal users
Boost Ad Boost app ranking -> Get organic users
Ad networks Keep getting loyal users
0
1
2
Different patterns
1. 소셜미디어마케팅
2. MCN & Influencer 마케팅
Social Media동남아시아지역소셜미디어사용량
TotalPopulation
OverallUsage
(per population)
OverallActiveUsers
MobileUsage
(per overall usage)
MobileActive Users
68M 56% 38M 89% 34M
260M 30% 79M 83% 66M
94M 37% 35M 77% 27M
Social Media
769
234 213 211 201
East Asia Southeast
Asia
North
America
South
America
West
Europe
1 Facebook
2 Facebook Messenger
3 WhatsApp
4 Google +
5 Instagram
동남아시아지역인기소셜미디어, 메신저앱 TOP5
소셜미디어사용량TOP 5 지역
Local Communication Tool
Active rate of TOP social platform BBM
(Source: WE ARE SOCIAL DIGITAL IN 2016)
• 60M users
(40% of mobile users)
• Over 51M MAU
• 73% daily use
• 650M Ad requests/day
Local Communication Tool
• 33M registered users
(70% of mobile users)
• 2nd largest country
• Potential install volume: ~100,000/Day
Active rate of TOP social platform LINE
(Source: WE ARE SOCIAL DIGITAL IN 2016)
Local Communication Tool
Active rate of TOP social platform Zalo
• Over 30M users
(75% of mobile users)
• 400M daily messages
• Popular among young people
(Source: WE ARE SOCIAL DIGITAL IN 2016)
MCN & Influencer소셜미디어인플루언서마케팅
Photo Video
MCN & Influencer예시포스팅
MCN & InfluencerCase Study- Chain Dungeons
compared with a campaign with similar budget and targeting
Finish Tutorial
ROI
E-CPI
300%23%
170%
Other
Other
Other
Other
TotalUsage
(per population)
OverallActiveUsers
MobileUsers
예약
카메라
EC
SNS
Other
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