yengage credential
Post on 20-Mar-2017
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One sole partner. Limitless choices.
Our mission
To bring new experiencesinto people’s everyday-life
by opening up marketsfor app creators
and their dreams.
Who We Are
The one stop partner
for mobile apps looking
to expand their business
in Japan and across Asia.
Positioning
Segmentation & Targeting
Competitive landscaping
Branding and awareness
Phase Implementation
App localization
Cultural consultation
Ad creative localization
App Store Optimization
Video ad production
App market testing
Creative optimization
Ad tracking
Reporting
Industry benchmarking
Publisher relations
Regulatory compliance
Media planning, selection, and buying
Operation
Reporting (Daily/Weekly/Monthly)
We’re more than an ad agency. We’re your sole expert and partner specializing in all aspects of app marketing in Japan and Asia. No need to manage different vendors—we cover it all in one stop.
©2017 Yengage Corporation 3
What We Do
Strategy AnalyticsProduction Media Management
©2017 Yengage Corporation 4
Our expertise, history, and knowledge makes us the strongest team for you.
EXTENSIVE NETWORK ACROSS ASIA
We have close relationships with publishers and agencies in Japan and across Asia for integrated marketing campaigns.
EXPERIENCED KNOWHOW
With the complexity of the Japanese market, you need to know “where” to go and “how” to plan and maximize your campaign.
LEADING AD TECHNOLOGYWe build our own ad solutions, so we have a deep understanding of market data.
Why Us
Our Alliance Benefits
Media Planning Efficient media mix planning
RTBWide variety of ad selection in
Japan with high quality targeting
Ad serverFacilitated management of
in-app ad space
AnalyticsReliable tracking of campaigns for
continual improvement
Social media management
Effective and responsivesocial media marketing
We offer more customized and advanced campaign designs through our own industry leading ad technology in Japan and strategic partnerships with other market leaders.
©2017 Yengage Corporation 5
LEADING AD TECHNOLOGY
Media Planning Ad Operation
Competitive AnalysisSearch Keyword Creation Affiliate Site Monitoring
DSP Mobile DSP SSP RTB Hub Video DSP
Publisher Ad-Server Ad Operation Video Ad-Server
Tag Management/Performance Analytics
Mobile App Analytics
& MarketingMobile Ad Tracking
Ad OperationFor Facebook & Twitter
Messaging Management Social Page Analytics Buzz Visualizer Social Media Marketing
©2017 Yengage Corporation 6
JAPAN STRONG NETWORK
o As the largest media buyer in Japan, we leverage our close relationships with publishers to give you access to the latest media offerings and insight into optimizing your media mix.
o We offer fully integrated marketing campaigns through our partnership with Hakuhodo.
New York
Beijing
Shanghai
Indonesia
Singapore
Malaysia
San Francisco
Philippines
VietnamThailand
&
Taiwan
Our partnerships with local agencies extend across Asia lets us provide native, quality integrated marketing wherever your business takes you.
©2017 Yengage Corporation 7
ASIA STRONG NETWORK
San Jose
©2017 Yengage Corporation 8
EXPERIENCED KNOWHOW
The Japanese market is more fragmented and fickle than the US. But with our experience, knowledge, and relationships, we can build the best plan for you.
You
Target We know who will love your product.
Media MixWe know the most effective, up-to-date, and
relevant media for your budget.
CreativeWe know how to design creative that will
resonate with your target segment.
BusinessWe know how to manage each publisher,
network, and other service provider.
LegalWe know how to abide by local publishers’ ad
policies and government regulations.
©2017 Yengage Corporation 9
How we work
ConsultantWe provide advice at each step along your path and you enjoy the planning and execution your own way.
Media buyer You are good to go and just want somebody to wrap-up things up for you? No problem.
o Open communication and transparency in your preferred style.
Decide the big picture
Strategy and implementation
Getting the app ready Production Operations Campaign wrap-up
• Simple market research
• Theme• Direction• Goal setting
• Target KPIs• Campaign timeframe• Budget• Media mix
• App content localization and culturalization
• App store adjustment• App store registry and
publishing
• Digital creative• Traditional media
• Optimizing• Reporting and
analytics
• Compile learnings• Next stage planning
Partner We exchange opinions, build plans together, and have some fun with us—most recommended.
EngineerYou provide the necessary details—we do the rest. Sit back and enjoy the ride (omakase!).
o Full support services
Yengage Japanese team
$0.24
1.75%
34,016
$14
10,914
$43
©2017 Yengage Corporation 10
Case 1: Recent successful campaign for major US mobile card game10
Budget : June 2016: 100 million JPY / July 2016: 83 million JPY
CPC
CVR
Installs
CPI
# of registrations
CPA
<Task> Improve performance compared to last agency within limited budget
<Result>Higher quality clicks leading to higher CVR and lower CPI.
Before
Previous Japanese Agency
$0.23
1.10%
25,984
$20
10,322
$51
30%
+8032
+592
16%
60%
4%
After
<How> Altered the media mix based on data and experience from similar campaigns.Shortened the time required for creative optimization using proprietary reporting software.
11
Case 2: Integrated marketing strategy for Japanese mobile card-based RPG11
CPI $23
CPA $54(In Game CV)
CPI $13
CPA $41
Target
KPIResult
$1=110 yen
Created persona of potential core users to delivery ads to highest probability users first.
Focused Targeting
Produced creatives which matches app’s features and core targets preferences
Core targets preferred creative
• Examined successful core targets features• Expanded targets to potential light users• Refined media mix to target lowest CPI ad
spaces
• Increased variations of successful creatives using data collected from previous phase
• Added in-app campaign creatives to keep existing core users interested
• Expanded amount of ad delivery to reach quality look like targets with highest probability of success
• Hosted experiential events to attract new high quality users
• Produced creatives for based on previous light users preference
Launch
Introduction 2.5 weeks CPI $27
Targeting Expansion
Diversification of creative
Expanding Userbase
Core targets preferable creative
Growth 2.5-4 weeks CPI $24 Maturity 4- weeks CPI $22
Each stage of the launch requires careful planning and continual testing to ensure quality of spend.Integrated campaign was the most effective way to maximize acquisition of high quality users.
©2017 Yengage Corporation
12
Case 3: Within a limited budget, using Twitter to launch Japanese dating app12
$1=110 yen
Using our mix of data, experience, and process to find most effective targets and creatives enable us to achieve quality results within a constrained budget and shortened timeframe.
CPI $5.9 CPI $4.0Target
KPIResult
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
¥0
¥100
¥200
¥300
¥400
¥500
¥600
¥700
¥800
¥900
CPI CVR
$8
$7
$6
$5
$4
$3
$2
$1
$0.5
$0
In order to maintain CVR, only deliver best creatives to each different targetsContinual A/B tests
to improve CV
Rapid PDCA to match high probability targets with creatives.
©2017 Yengage Corporation
13
Case 4: Using Campaign Conversion Lookalike for Japanese Coupon App13
A
Effectively expanded distribution of advertising to high probability audience based on campaign data with better results than Facebook’s standard lookalike feature.
CPI $5.0 CPI $3.9Target
KPIResult
Pre Launch Period
Find core users target persona by their reactions on short product video
Beginning Period
Use still images of video creative, keeping targets’ favorites but not repeating the same image over and over, annoying targets.Use our proprietary software, Sherpa, to delivery to look alike people who reacted to pre-launch video ad.
Campaign Conversion Look Like
B
C
Launch
Expand targeting and creatives within a set to maximize CVR and minimize CPI
A-1 A-2
A-3 A-4
©2017 Yengage Corporation
©2017 Yengage Corporation 14
Case 5: Use data and experience to design creative to maximize ROI14
Data driven creative design minimized testing time and maximized ROAS.
メディア Seasonal Category News Trends Characters
UX Limited
edition Sex appeal
And so on…
PDCA
Weekly
CTR/ CVR/CPI
Target:10s-20s Male : mainly using game characters appealing
Required changed due to low CVR Changed focus to iconic scenes in the game
and variety of characters.
Based on results from A-1, modified and tested various ways to portray characters.
A-1 A-2
Focused on more successful characters and incorporated more detailed artwork..
A-3-3
A-3-3
A-2
A-1
1.4x1.8x
2.4xCTR: 2.4 times improved
A-3-3
A-2
A-1
1.3x1.5x
2.7xCVR: 2.7 times improved
A-3-3A-2
A-1 54% less 63% less!
CPI: 63% reduction
43% less
Previous Co.
Previous Co.
Previous Co.
Targeting Media features App attributes
Thank you
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