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This report covers: Why Mobile CPI is not effective and why Facebook mobile CPI advertising is a viable alternative. There is also Korea, Japan, Taiwan and China mobile market and LTE data and Global LTE penetration analysis.
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Appsasia Monthly Report [March 2014]
2
Appsasia InsightMobile Marketing Analytics by appsasia
1.1 Questions on CPI Effectiveness1.2 Facebook Advertisement Effectiveness1.3 Case Study of Facebook Campaign by
appsasia
Appsasia Monthly ReportGlobal App Marketing Agency
3
Global App Marketing Agency
■ Are CPI Effects Trustworthy ?
1.1 Questions on CPI Effects
Download Boost by CPI ≠ Profit increase
Download Boost
Increasein
rankMore
ExposureDownloadfrom rank
IncreaseIn
Profit (Sales)
Many advertisers are skeptical about the ability of CPI to boost marketing. In fact, as you see from
many case studies, the average retention rate for CPI is only 2~3% .
In addition, organic user acquisition via rank boosting is decreasing as the market matures. As
the market becomes more competitive, CPI has less positive effect on ROI.
More quantities needed for a higher
rankAndroid Ranking Algorithm change
Fixed app usage pattern
Why?
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Global App Marketing Agency
1.1 Questions on CPI Effects – Case 1
Tenbird : Wingbeat for Kakao (KOR)Entermate
Flying Zoo for Kakao (KOR)Onnet
Estimated CPI cost (1 Week) : $ 210K Estimated developer profit (1 Week) : Less
than $ 5K
Estimated CPI cost (1 Week) : $ 94K Estimated developer profit (1 Week) : Less
than $ 4K
■ Are CPI Effects Trustworthy?Most apps gained a high rank by CPI, however the rank did not affect DAU nor the revenue.
200
100
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500Jan 26 Feb 2 Feb 9 Feb
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Mar 2 Mar 92014
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500Dec 2103 Jan
2014Feb 2014 Mar 2014
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Down-load Rank
#2
Gross Rank#220
Down-load
Rank #6
Gross Rank#242
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Global App Marketing Agency
1.1 Questions on CPI Effects - Case 2
Most apps gained a high rank by CPI, however the rank did not affect DAU nor the revenue.
■ Are CPI Effects Trustworthy?
Estimated CPI cost (1 Week) : $ 250K Estimated developer profit (1 Week) : Less
than $ 4K
Estimated CPI cost (1 Week) : $ 100K Estimated developer profit (1 Week) : Less
than $ 5K
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500Jan 5 Jan 12 Jan 19 Jan 26 Feb 22014
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Mar 2014
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Beauty Idol (U.S.)Animoca
ファントムゲート戦姫 (Japan)[Fantom Gate Senhime]mobage
Download Rank #21
Gross Rank#278
DownloadRank #9
Gross Rank#229
6
Global App Marketing Agency
What
Is the
Alternative?
1.1 Questions on CPI Effect
Facebook CPC 변화없음
Global App Marketing Agency
Worldwide MAU
1,230,000,000Mobile Active Users
945,000,000
Facebook users in Korea
13,200,000Mobile users in Korea
11,800,000
1.2 Facebook Advertisement Effect
Strength of Facebook CPCUnlike banner ads, Facebook CPC based ads are exposed naturally between news-feeds. Therefore, the share and spread effects are increased.
Facebook CPI UA Cost(Non-in-centive)Creation, uniqueness and targeting is highly importantCasual Game $1.5 - $2Mid-core Game $2 - $2.5Brand ads are more expensive than Game ads (differs by CTR)
The effects of Facebook CPC differ depending on the ad materials. Therefore, if the creation of the
ads is optimized via testing, the non-incentive user acquisition cost can be reduced.
■ Facebook Ad
■ Facebook AD
Global App Marketing Agency
Reference: Wishpond, Adobe Digital In-dex
Facebook CTR 365%Increased
Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4'13Exposure Awareness Sharing/Spread
31% 98%
192%
Online AD Facebook AD
Exposure Awareness
Sharing/Spread
Facebook CPC
No Changes
1.2 Facebook Advertisement Effect
Facebook ads can target by gender, age, location, and interests which enables the cost of ads are lower
by average 35% and the effects of those ads are 31% higher compared to other online ads channels.
9
Global App Marketing Agency
Optimization CycleOptimization• Continuously monitoring advertising results and edit-
ing the ads according to those results in order to de-termine whether the budget is being spent effec-tively and the desired results are being obtained.
Goal of Optimization• Targeting the most potential royal users• Driving the best LTV• Create the reasonable ROI and ROAS• Secure the most suitable target group (Segmented tar-
geting)
Minimize meaningless advertisement costs
by focusing the budget on the most effective channel.
CPI AD
DataAnalysis
효율적인
광고 선별
TargetingRoyal users
ReasonableROI
Optimization
1.2 Facebook Advertisement Effect■ CPI Optimization via Facebook
The goal of optimization is loyal user acquisition and driving the best ROI and LTV by finding the
most effective channels.
1010
1.3 Facebook AD Case Study by appsasiaGlobal App Marketing Agency
■ Facebook CPC by appsasiaAppsasia can produce effective and creative materials. With our exhaustive management includ-
ing daily report and material test, campaigns drove high cost-effective ad result.
ImageA
ImageB
AD Copy A
AD Copy B
AD Copy C
AGE
Gender
Interest
Page
< Over 10 AD TEST before actual campaign >
< Young Creator’s brilliant AD Copy >
Appsasia Facebook ad management process
Minimize the trial and errorProduce 10 different ad options and use the most effective image
Detailed OversightClose monitoring including real-time response and daily report
Drive positive result KPI for final CPI cost is $2.5 and close the campaign over costs.
11
Market ResearchAppsasia's Market Research
2.1 SNS Preference Per Geography2.2 Global LTE Penetration Analysis2.3 Mobile Device Analysis by countries
Appsasia Monthly ReportGlobal App Marketing Agency
2.1 Global Market Summary■ SNS Preference Per Geography
America prefers Facebook Messenger and Skype, while Europe prefers whatsapp. In Japan and South East Asia, at the same time, Line is dominant.
Global App Marketing Agency
2.2 Global LTE Penetration Analysis
Reference: Juniper Networks, Strategy Analyt-ics
Global App Marketing Agency
Philippines
Russia
Germany
United Kingdom
Canada
Sweden
United States
Australia
Japan
South Korea
1%
2%
3%
5%
8%
14%
19%
21%
21%
62%
LTE PenetrationBy countries (2nd
half, 2013)
NigerBurundi
MadagascarDRCCAR
EthiopiaCUBA
North KoreaMyanmar
Eritrea
32%29%
28%28%
27%23%
14%7%
6%5%
Lower Mobile Pen-etration
By countries (2nd half, 2013)
20% of world population is in LTE service area, and it is predicted that the half of world will be
able to use LTE by 2017. Currently US, Japan, and Korea is occupying 80% of utilization rate.
■ Global LTE Penetration
■ Korea Mobile Market Analytics
2.3 Korea Mobile Device Analysis
Implication The highest LTE penetration in the world and dominant android market share
Population 49M Smartphone penetration 79.5% GDP $ 1,197B
Main OS Android Main Device Samsung, LG, apple, Pantech Etx
Reference : LTE Subscribe/Smart Phone penetration by Ministry of Science, ICT, and Future Planning, Strategy Analytics
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
Korea LTE Penetration / OS Mar-ket Share
LTE72%
3G28%
Other 1%
■ US Mobile Market Analytics
2.3 U.S. Mobile Device Analysis
Implication Third country of LTE penetration by 46%
Population 316M Smartphone penetration 67% GDP $ 16,724B
Main OS Android/iOS Main Device Apple, Samsung, HTC, Motorola, LG, Etc.,
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
LTE19%
3G81%
U.S. LTE Penetration / OS Market Share
Reference : LTE Subscribe/Smart Phone penetration by Ministry of Science, ICT, and Future Planning, Strategy Analytics
Other 13%
■ Japan Mobile Market Analytics
2.3 Japan Mobile Device Analysis
Implication Symbian and other OS has 20% of market share, therefore QA for various devices is essential.
Population 127M Smartphone penetration 41% GDP $ 5,007B
Main OS Android/iOS Main Device Apple, Sony, Samsung, Etc.,
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
LTE26%
3G74%
Other 2%Japan LTE Penetration / OS Mar-ket Share
Reference : LTE Subscribe/Smart Phone penetration by IMJ, Strategy Analytics
■ China Mobile Market Analytics
2.3 China Mobile Device Analysis
Implication LTE is not propagated yet, assuming under 5% of LTE penetration
Population 1,350M Smartphone penetration 66% GDP $ 8,939B
Main OS Android Main Device Apple, Samsung, Huawei, HTC, Nokia, Lenovo, Etc.,
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
LTE5%
3G95%
Other 7%China LTE Penetration / OS Mar-ket Share
Reference : LTE Subscribe/Smart Phone penetration, Strategy Analytics
**Lately, China starts to broaden 4G network, and actual LTE user is inferred
to be higher than 5%
■ Taiwan Mobile Market Analytics
2.3 Taiwan Mobile Device Analysis
Implication LTE penetration is assumed under 5%, Samsung Device has high market share
Population 23M Smartphone penetration 55% GDP $ 484B
Main OS Android Main Device Samsung, HTC, Apple, Sony
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
LTE5%
3G95%
Other 2%Taiwan LTE Penetration / OS Market Share
Reference : LTE Subscribe/Smart Phone penetration, Strategy Analytics
C o m p a n y & S e r v i c e s
Game Marketing Awards 2013
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