app lift kr_국내시장소개서
TRANSCRIPT
![Page 1: App lift kr_국내시장소개서](https://reader033.vdocuments.net/reader033/viewer/2022051016/557a8fadd8b42ac2638b5182/html5/thumbnails/1.jpg)
AppLift.com 1Partnership Proposal
앱리프트캠페인제안서(AppLift Campaign Proposal)
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AppLift.com 2Partnership Proposal
국내캠페인은측정이어렵다
국내에는제한된트래픽채널이있고,
이를제대로측정하는것은어렵다
수많은광고채널들과 각각진행을하는것은어렵다
효과적인비보상채널을찾는것역시쉽지않다
앱리프트를통하면어렵지않다
보상형광고만으로는진성유저확보가어렵다?
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AppLift.com 3Partnership Proposal
앱리프트는신뢰할수있다
• 모바일게임에만 100% 집중하는마케팅
플랫폼
• 비보상형 CPA 캠페인
– CPA : 다운로드후실행까지
• 진성유저의유입에최대한집중
• 150 개이상의글로벌퍼블리셔들의
모바일게임광고를진행
• 국내최대비보상 CPA 채널보유
• 하나의 SDK로모든채널연동
Trusted by leading partners
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AppLift.com 4Partnership Proposal
왜비보상형 CPA 마케팅인가?
“차트탑순위”“최소비용”
“ROI”
2011 2012 2013+
단가 단가가비슷함 CPA(실행형) eCPA
광고유형 보상형 비보상형 성과형
목표 높은순위 최소비용 LTV > CPA
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AppLift.com 5Partnership Proposal
NonReward
CPA
비보상 CPA 실행형이란?
유저가보상(금전, 가상화폐, 현물등)이없는광고를통해앱을설치하고실행했을때광고수입을지급하는방식
앱리프트는비보상형 CPA 실행형에집중한다
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AppLift.com 6Partnership Proposal
NonReward
CPA
앱리프트는비보상형 CPA 실행형에집중한다
• 보상형(리워드) 캠페인은일반적으로다운로드물량
확보를통한스토어차트순위확보가목적
• 하지만비보상캠페인은양질의트래픽을통한
진성유저확보가목적
• 비보상형캠페인은치열한경쟁으로인한리워드단가
불안정성및유저퀄리티하락에대한훌륭한대안
진성유저확보
• 많은마케팅비용투자에도불구하고수익은그에
미치지못하는사례가자주발생
• 유저확보비용뿐만아니라비용대비효과에대한
분석이필요!
• 합리적인지출: CPA 실행형은유저가앱을다운받고
설치하는모든과정을트래킹하여실제로앱을
실행했을때비로소광고비를지출하는방식
ROI 분석
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AppLift.com 7Partnership Proposal
실제캠페인을통한국내객단가비교
• 단순가격보다는실제유저확보비용을파악하는것이중요하다
– 겉보기에는 CPA 단가가 CPC에비해비싸보일수있으나 CPA로환산한 CPC 객단가를계산해
보면오히려유저확보비용이저렴할수있다
• 게임장르: 미드코어
• 채널별약 300만원예산집행
$2.00
$5.98
$11.10
$8.25
$0.00 $2.00 $4.00 $6.00 $8.00 $10.00 $12.00
CPC A사
CPC G사
CPC I사
CPA환산단가
앱리프트평균단가
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AppLift.com 8Partnership Proposal
ROI : CPA와 LTV를통한성과측정이해답
CPA유저확보를위한평균비용
LTV유저확보를통해얻는수입
• LTV와 CPA를비교하여ROI 측정
– LTV가 CPA보다크면광고비용대비충분한수익을확보하고있다고판단가능
– ROI 분석을통한매체최적화진행
LTV란?
• 유저 Life Time Value : 한유저가특정게임을플레이하는동안지출하는금액의총합
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AppLift.com 9Partnership Proposal
ROI분석예시 : CPA $3 캠페인
컨버젼 LTV 매출 마케팅비용 ROI
매체 1 3668 $3.50 $14,838 $11,004 1.348
매체 2 1084 $3.50 $3,894 $3,252 1.197
매체 3 362 $3.50 $1,267 $1,086 1.167
매체 4 266 $2.81 $747 $798 0.936
매체 5 101 $2.51 $254 $303 0.838
매체 6 43 $0.00 $0 $129 0.000
매체 7 21 $0.00 $0 $63 0.000
CPI > LTV
• ROI 측정을통한매체최적화
– 각매체별로 LTV 측정후비교
– ROI가높은매체들에집중하여캠페인진행
– ROI 낮은트레픽은제거
– CPA를너무낮게설정하면우수한매체의트레픽을놓칠가능성이있음
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AppLift.com 10Partnership ProposalAppLift.com
국내접근방식
1. 비보상형 CPA 채널
2. 에이전시모델(페이스북광고포함)
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AppLift.com 11Partnership ProposalAppLift.com Berlin | Seoul | San Francisco
1. 비보상형 CPA 채널
국내접근방식
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AppLift.com 12Partnership Proposal
비보상형 CPA 광고채널
• 앱리프트를하나의광고채널로활용하는방식
• 앱리프트와직접연계를맺고있는매체들과
진행하는방식으로중간수수료를아낄수있으며,
앱리프트인벤토리의활용이가능함
• 단가가높을수록더욱다양한매체에노출이
가능해지며, 다운로드수도따라서증가가가능함
• Sever-to-Server 트래킹방식으로대부분의
트래킹솔루션과쉽게연동가능함
• 가격: \2000 ~ \2500
– 가격은조정가능하며, 낮출경우볼륨이낮아짐
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AppLift.com 13Partnership Proposal
광고연동및최적화과정
광고단가, 물량결정
트래킹 SDK 설치 트래킹테스트
캠페인시작전체또는일부
매체에광고전달광고집행
집행결과에따른
최적화
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AppLift.com 14Partnership Proposal
Logo
Name Hasoffers (MAT) Ad-X AppsFlyer Adeven Kochava Ad-Brix Apsalar
Reason for recommendation
• Facebook integration
• Most popularly used among game publishers
• Easy integrationwith networks
• Facebook integration
• Small size SDK• AppLift traffic
discount
• Facebook integration
• AppLift traffic discount
• Facebook integration
• Customer service++
• Koreanlanguage support
• In-appanalytics
Integrationdifficulty Normal Normal Easy Normal Normal Easy Normal
Pricing
Pay perattribution
1~50k: FREE50k~: $0.0022M~: $$0.00110M~: $0.000925M~: $0.0008
Negotiation needed
Pay perconversion
1~50k: $0.0550k~: $0.0425k~: $0.01
* 6 months free for entire AppLifttraffic
Negotiation needed
* 6 months free for AppLift traffic upto 4 mil. conversions (monthly)
Negotiation needed
Free of charge Free of charge
모바일트래킹 SDK 종류
• 앱리프트는세계적인트래킹솔루션들과모두연동이가능합니다
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AppLift.com 15Partnership ProposalAppLift.com Berlin | Seoul | San Francisco
2. 에이전시모델
국내접근방식
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AppLift.com 16Partnership Proposal
에이전시모델
앱리프트가자체인벤토리, 써드파티인벤토리, 소셜채널을활용해서국내비보상형마케팅을부분을맡아진행하는방식
리뷰사이트
블로그
위젯연동
비보상형네트워크
검색 소셜
써드파티자체인벤토리
보상형네트워크
모바일웹media buying 포함
앱media buying 포함
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AppLift.com 17Partnership Proposal
에이전시모델
채널별 LTV 최적화
캠페인이미지맞춤형제작, A/B 테스팅(에이전시모델)
다양한광고채널의효과적인운영및대행
캠페인예산기획및관리
리타게팅을통한휴면유저활성화
캠페인프로세스
광고셋업 캠페인진행
자동화된시스템을통한미디어파트너관리
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AppLift.com 18Partnership Proposal
모바일게임전문마케팅플랫폼
100여개이상의글로벌게임
퍼블리셔들과파트너십
전세계시장커버
베를린본사, 센프란시스코 &한국지사
200억원투자유치
Prime Ventures & Hitfox Group
앱리프트소개
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AppLift.com 19Partnership ProposalAppLift.com Berlin | Seoul | San Francisco
감사합니다
앱리프트가 제공하는 서비스에 대한상세설명은 다음페이지를 참고해주세요.
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AppLift.com 20Partnership ProposalAppLift.com
부록
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AppLift.com 21Partnership Proposal
모바일웹
앱
케리어 / OEM/OEMs
소셜
네트워크
RTB
검색
맞춤형예산편성및캠페인
캠페인 & 예산편성
< 예산계획에따른미디어편성 >
• 유저확보목표및예산계획에따른캠페인구성
• 모바일게임시장에서의풍부한경험과지식을
바탕으로캠페인에대한깊은인사이트제공
• 채널별광고효과극대화를위한지속적인캠페인
최적화
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AppLift.com 22Partnership Proposal
개임내이벤트를통한채널별 LTV 최적화를제공
리텐션예시) 듀토리얼완료, 1일리텐션
바이럴예시) 유저의페이스북연동
수익화예시) 인앱결제
최적화된트래픽제공
개임내이벤트선정
좋은트래픽을제공하는파트너비중증가시킴
인앱결제페이스북활동
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AppLift.com 23Partnership Proposal
트래픽투명성보장및 ROI 측정
트래픽종류Network 3RTBPublisher 2RTB2RTB1Network 2FacebookNetwork 1Publisher 1Twitter
설치 CPI1.50 $2.20 $2.00 $2.10 $1.85 $2.30 $1.50 $1.00 $1.50 $1.30 $
ROI++
+++–
++++++++––
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AppLift.com 24Partnership Proposal
리타케팅
휴면유저에대한 ID 제공or
게임내이벤트분석(e.g. 레벨 4 이후게임중단)
휴면유저활성화
다양한채널을활용하여리타게팅가능(Social, RTB 등)
리타게팅대상유저에적합한맞춤형디자인활용
Act
ive
Do
rman
t
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AppLift.com 25Partnership Proposal
노출 클릭 전환
매체감시보안화된광고제공플랫폼
이미지활용검사
클릭조작감지시스템리워드네트워크제거
IP 화이트리스트LTV 측정및품질평가시뮬레이션봇감지
정밀한조작감지알고리즘
체계적인알고리즘을통한어뷰징방지
트레픽조작감지시스템
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AppLift.com 26Partnership Proposal
RTB 디스플레이광고캠페인
CPI 가격변화추이
초기성과측정 3-7일
- 트래픽최적화
- 알고리즘적용
LTV를통한트래픽최적화및
CPI가격안정화
예시)
• 스마트알고리즘과기계학습을통해서진성유저확보
• LTV를바탕으로 RTB를통해서유입되는트래픽퀄리티를실시간으로점검하고, 최적화함
• 모바일게임에특화된 DSP 서비스제공
2
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AppLift.com 27Partnership Proposal
모바일검색광고
• 축적된노하우와알고리즘을활용한
효과적인키워드입찰
• LTV를바탕으로검색을통해서유입되는
트래픽퀄리티를실시간으로점검, 최적화
• 국내주요검색엔진과연동
• 앱리프트자체랜딩페이지제작, 운영