app promotion trend in japan
TRANSCRIPT
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Business Development GroupMobile Division
Daisuke Maeda
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Profile プロフィール
Daisuke Maeda General Manager/ Mobile Division Adways Inc. Japan
July 2011: Joined Adways and contributed to sales of smartphone ad business.
April 2013: Promoted to sales manager and also deputy director of new business development.
April 2014: Became a general manager of mobile division where does game app ad business.
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Agenda
Introduction of App Promotion Trend in Japan
ADWAYS
App Promotion Strategy
Trend in Japan
For Japan Expansion
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1,494,393,000 Yen
Overall Employee 970
Adways Company Profile
[As of Dec 2014]
[As of Dec 2014]
Company Name Adways Inc.
Foundation Date 2001/2/28
38F Sumitomo Fudousan Shinjuku Grand Tower, 8-17-1 Nishi-Shinjuku, Shinjuku, Tokyo 1606138, Japan
Haruhisa Okamura
Headquarters
CEO
Capital Fund
Employees
Domestic Subsidiary
Overseas Subsidiary
Tokyo/Osaka/Nagoya/Fukuoka
China/Hongkong/South Korea/Taiwan/Philipines/Indonesia/Singapore/Vietnum/Thailand/USA
Company Profile
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Tokyo, JapanShanghai, ChinaBeijing, ChinaSeoul, KoreaTaipei, TaiwanHong Kong
San Francisco, USAJakarta, IndonesiaHanoi, VietnamBangkok, ThailandPhilippinesSingaporeIndia
Adways Inc. has overseas subsidiaries in over 11 countries and support marketing in each country.
Why Adways? ~ Strong Global Network ~
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Traffic700,000 Installs!
Monthly # of Installs
100,000Installs!
# of Registrations
50,000Registrations
!
Why Adways? ~ Strong Our Own Ad Networks in Japan~
Promotion Strategy
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Utilize Case Studies/Branding/Acquire More New Users
Bussiness Goal Setting for Campaign「 Target Online RPG Users as much as possible !」
Leading the potential users to app market and maximize app revenue by using the accumulated Cookie data and IDFA on pre-registration website is our business goal.
We operate campaign based on ROAS/LTV data on 3rd party tracking tool.
Look-a-Like Targeting Utilize core-user’s data
Business Goal
Secure Target Users Secure the contact point with dropout users
Maximized User Acquisition
Retargeting campaign with accumulated data Advertize periodical in-game event
Approach to respective User Categories ( Adtech ・ Creative )Analyze competitive app and identify who to approach.
【Goal】
【Merit】
Acquire New Users Recall Drop-out Users
Goal Setting
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Schedule
Fueling user’s fascination before app launch is the most important point for maximizing the target user acquisition.
Pre-launch Post-launch Operation Phase
StrategyKPI
Acquisition of High Potential
UsersRank UP on App Store
CampaignCampaign Planning Target Active Users
# of pre-registration
s
PDCA Operation based on
ROAS/CVs/ CPI
ROAS based campaign
optimization
Analyze Payment Rate and ROAS by Respective Traffic
Promotion Strategy
High Conversion Volume Rate Zone
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How We Select Promotion Traffic
SEM( App Title )
※Famous App Titles
The latest Action/High(High retention/High payment etc…)
Affiliate Ad
The latest Action/Low( Low Retention etc..)
Conversion Rate/High Conversion Rate/Low
【 Correlation Chart by publishers & Conversion Volume】
Select the Best Traffic from High Conversion Volume Rate Zone
Analyze Both Volume & Quality and Construct Campaigns Based on KPI
NonIncentive-CPI“Smart-C”( Naver )
Facebook“MobileAppInstall”
( payment user targeting )CPC Ad network
( web publisher/Banner )
CPC Ad network( web publisher/Rectangle)
CPC Ad network( App publisher/Banner )
CPC Ad network( App publisher/Rectangle )
Promotion Method
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①Pre-Launch (Pre-registration service ・ Teaser Website), ②Post-Launch ( Optimize the distribution based on the data acquired in pre-launch phase)
AdvertialFami-tsu App etc..
SNS Ad(Twitter/FaceBook)
Search AdSEM(Google/Y!)
▼Awareness Improvement ▼Action/Conversion
AppStore/
Google Play
App Users
Blank BlowserPop-up/Initial App Launch
Ad Networks
SNS
▼Data Integration
Clear Events・
In-app purchase
Official Website
Campaign Strategic Planning ( Data Utilization )
Post-LaunchPre-Launch
CPC Ad Network(ex. i-mobile/nend)
Our own TrafficSmart-C(Naver )
Pre-registration ServiceLobi/Hayatoku/Flying Gacha etc.
YOYAKU TOP10
Registration Form
Finish Registration
Promotion Strategy
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Campaign Operation
Combine official teaser website campaign and paid promotion through YOYAKU TOP and others ⇒ Higher ROI/More users/More qualified users
Pre-registration PhaseAcquisition of Pre-registration Users
The Best Quality Traffic
Get Registrations
Viral Effect[Official Teaser Website]
YOYAKU TOP10‘s
Gacha Function
Activate Users
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Burst Campaigns ~ App Store Algorithm ~
2014/1 US
Free AppsRanking
68,0001-5 位
51,0006-10 位
36,00011-25 位
27,00026-50 位
The most important elements of App Store Algorithm is the number of installs.When aiming for higher ranking on App Store, days, campaign period, and time are crucial to successful burst campaigns.
App Store AlgorithmTop Free Based on # of installs in the last 48 hrs. Ranking is updated approx. every 3
hrs.Top Paid
Top Grossing The total amount of IAP in the last 48 hours.
Paid Apps
4,900
4,000
1,800
1,100
JAPAN
37,000
31,000
16,000
12,000
1,000
620
320
200
16,00051-100 位 570 5,600 90
Will get you to the top in Japan
Acquisition on AppDriver
+Organics through
ranking
*The number is the daily average*All number is from the average data
Burst Campaigns
Free Apps Paid Apps
Based on # of installs in the last 48 hrs. Ranking is updated approx. every 3 hrs.
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Burst Campaigns ~ Google play Algorithm ~
Below are 4 key elements to break into top new free ranking.( According to research by Adways’ analytic team )
Google Play Key Metrics for Top New Free Ranking.
In addition to installs, G+1, reviews, and DAU play a huge role in Google Play algorithm.Based on the recent data, the number of downloads in the last 10 days have the most effect on ranking. The more uninstalls you have, the worse it performs but if the ranking is oddly high, your app can be deleted from the AppStore. For above reasons, Adways suggests running burst campaign for several days. Further, we recommend using networks that allow users to launch the app once a day. This will drive approximately 2,000 DAU.
# of Installs
in 1 week
Users with high retention
%
DAU&
MAUReviews
Burst Campaigns
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Smart-C
Smart-C is able to drive users that are truly interested in the app and generate high retention rate and IAP %.Smart-C, the #1 mobile affiliate ad network in Japan, enables you to acquire highly motivated users from high-quality publishers. With Smart-C, it is possible to publish ads on Japan’s largest review media on a CPI basis.
▼Keyword examples:Free App, Android App, iPhone App, Camera App, Movie, App’s name, Company name etc…
Setting keywords related to your apps
Listings/SEO Media
Smart-C has operating team that could improve ads effects by adjusting keywords and SEO
Publishing ads on app review media
Review Media
On Smart-C, advertisers are able to place ads on large app
review media
The largest blogger network in Japan
Bloggers
Smart-C owns over 4,000 bloggers from artists to
normal bloggers. Being able to target female users is a
huge advantage.
Smart-C ~ Non-Incentivized CPI ~
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Utilizing Ad Networks ~ Basic Operation ~ Ad Network
Adways creates banners with various themes so that we are able to identify what kind of users were interested in which banners, and which characters are most popular among specific users. We create next banners based on these results.
By not narrowing your target audience in the earlier stage of the campaign,an advertiser is able to successfully acquire a large number of users.
Able to acquire a large volumeMain
Small volume but with unique targeting and ad units.
Sub
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Creative Composition
We will analyze creative performance based on CTR/CVR and constantlycreate new banners.
01.02.03.04.05.
Game’s atmosphere and storiesCreatives that show game settings and stories
CharactersUsing popular and unique characters
Game systemsTelling users about the game features and graphics
Campaigns and newsInforming in-game events and collaboration info※Commute time and midnight works the best.
Sleep usersCreatives used for users that used to play the game before
Creatives
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Ad Networks ~ Optimization~
Optimizepublishers
Creative Optimization○Characters
○Structure ( texts/free buttons )○Creative sizes
PAUSE poor-performing pubs
Delivery Time Optimization
○Commute time○Daytime○Late night
PAUSE poor-performing creatives
Campaign Structure
Optimization○CPC○Targeting
PAUSE poor-performing campaigns
Good
Bad
Ad Network
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Ad Networks ~ Characteristics of Publishers ~In the earlier stage, Adways builds campaigns with white-listed pubslishers based on case studies
Anime Pubs(Web&App)nend/i-mobileniconicoYou TubeManga/Anime Image ForumsShosetsuka ni Naro
Anime WatchAnisoku Seiyu☆SokuhoAnizo
About the PubsBanners with voice actresses and characters tend to perform well.Works best for finding out the best performing characters.
Game Pubs(Web)nend/i-mobileGameWithGame Koryaku Kanzen ZukanOre Teki Game SokuhoGame Reviews
GAYMHachima Kiko
About the PubsUsers on above media include hardcore gamers; therefore, banners of game scenes and characters tend to perform well.
Casual Pubs(APP)nend/i-mobileNezumi Daku DakuKure Shin RunCharisoManbo
About the PubsPublishers with game user audience, thus the low CPI. However, acquired users tend to leave the app early.
Large Media(Web)nend/i-mobilelivedoor blogBoketeUranai Tsuku-ru2ch related pubs
About the PubsAbove media own massive traffic; therefore, this category of publishers work the best for finding out which creatives perform well among the general audience.
※ 直近の傾向に基づき提示しておりますので、配信のタイミングで変更する可能性が御座います。
Ad Network
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Targeting Summary of Each NetworkBy utilizing characteristics of each network, Adways will build the most effective campaigns and optimize accordingly.
AppTargeting
Device IDTargeting CV Expansion De-targeting Key words IAPUser
Targeting
nend ○ ○
i-mobile ○ ○
BLADE ○ ○
Facebook ○ ○ ○
Twitter ○ ○ ○ ○
GDN ○ ○ ○ ○
YDN ○
Ad Network
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Promotion Trend
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①Pre-registration ( Official/teaser websites )② Post-launch –detarget based on ① results
Reviewse.g. Famitsu
Adnetworkswitter/FB
Search AdsSEM(Google/Y!)
▼Enhancing Recognition ▼ 行動転換手法
AppStore/
Google Play
App Users
First LaunchBrowser
( White page )
ADNW
SNS
▼ 接触手法( Data Integration )
Completing Events
・IAP
Official website
Campaign Structures ( Utilizing Data )
After App LaunchPre-Registration
Adnetworksi-mobile/nend
自社媒体Smart-C(Naver Matome )
Pre-Reg PlatformsLobi/Hayatoku/Flying Gacha
WebsiteYoyaku Top 10
Registration Entry
CompletePre-Registration
Promo Strategies
Yoyaku Top 10 is able to collect data of users who have visited the platform.Having the data allows you to expand your target audience and reach the similar hardcore users.
事前フェーズCollecting Data of Hardcore Gamers
STEP1
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Collect pre-registration users’ data
Target similar users
STEP2
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For Japan Expansion
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Japanese users tend to look at App Stores very carefully.Icons and screenshots make a huge difference in CVR as well as store description of the app.
▼What users focus on when downloading apps (in order)
1) Icons2) Screenshots3) Reviews★★★4) Store description5) Videos6) App name
To increase the CVR, icons and screenshots are extremely
important.
App Store Optimization ( Icons & Screenshots )
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It is important to create screenshots that are able to tell the story to potential users. Below are some of the elements that should be included in the screenshots.
1st
Game logo+
Title opening
2nd
Game Concepts
3rd
Differentiation point ①
4th
DifferentiationPoint ②
5th
Game atmosphere
Creatives
Examples of Screenshots
App Store Optimization ( Icons & Screenshots )
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The Japanese users tend to stay app store to get app information as much as possible. Having video on app store is very important point because the video will appeal game visual & contents image and improve install rate.Most of the Japanese app developers have their game video on their app store.
The Importance of Video on App Store
App Name VideoMonster Strike No
Puzzle & Dragons Yes
LINE : Disney Tsumtsum Yes
Shironeko Project Yes
Ken to Mahou no Roguresu Yes
Final Fantasy Record Keeeper Yes
▼TOP Grossing App on GooglePlay
App Store Optimization ( Video )
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The most important point for Japanese market deployment would be Culturalization.The Japanese game users are really sensitive about App Quality & Reliability of the app developer, which means the quality of Culturalization has to be the top-priority for overseas app developer.
There are lots of unsuccessful case studies that overseas app developers who made less of culturalization and ended up with paying wasteful advertizing fee for low-retention & low-payment users.Most of the successful developers built a partnership with local publisher or get enough expertise for Japanese market and built a partner ship with strong advertising agency.
Translation
Debug Narration Font type
Culturalization
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1. App Promotion
2. ASO (App Store Optimization)
3. Culturalization
Key Points for Japanese Market Deployment