How to Win the Heart of Mobile Users?

Yuji YokoyamaSenior manager of Mobile Marketing SEA

Company Profile<Established>

2001

<HQ> Tokyo, Japan<Office> 22Offices, 12Countries<Employee> 1,089 (2015 Mar.)<Business> Online Marketing

Media & Content

Tokyo Stock Exchange MothersStock Code: 2489

<Global Operation> <Our Business>

ADWAYS in SE Asia

\

WHERE WE ARE12 Global Network

SEA APP MARKETGrowth of mobile app market in SEA countries

SEA APP MARKETING Basic strategy of mobile app marketing

Pre-Launch Marketing Get loyal users1 Boost Ad Boost app ranking -> Get organic users

Ad networks Keep getting loyal users

0

1

2

1

20

Boost

InstallKeep Running

App Launch

Time

3 keys for SEA users

1. Social Media Marketing

2. Local Communication tool

3. Local Marketing

TotalPopulation

OverallUsage

(per population)

OverallActive Users

MobileUsage

(per overall usage)

MobileActive Users

68M 56% 38M 89% 34M

260M 30% 79M 83% 66M

94M 37% 35M 77% 27M

Social Media Usage in SEA Key 1: Social Media

Key 1: Social MediaTOP 5 region of Social Media use

1 Facebook2 Facebook Messenger3 WhatsApp4 Google +5 Instagram

TOP 5 Popular Social Media / Messenger in

SEA

Key 1: Social MediaSocial Media Influencer marketing

< Photo > <Video >

Example PostKey 1: Social Media

Case Study – Chain DungeonsKey 1: Social Media

eCPI Finish Tutorial

ROI

300 %

170 %

23 %

(compared with a campaign with similar budget and targeting)

Social Media Summary

1. Use influencer for efficient and effective campaign

2. Can grab attention by influencer’s premium posts.

3. Can get active and high quality users.

Key2 : Local Communication Tool

– BBM –• 60M users (40% of mobile users)• Over 51M MAU• 73% daily use• 650M Ad requests/day

Active rate of TOP social platform

(Source : WE ARE SOCIAL DIGITAL IN 2016)

Key2 : Local Communication Tool CPI campaign Game Channel

Key2 : Local Communication Tool Case studiesCase

1Genre : GameCategory : Casino

• Total campaign install : Over 60,000 installs (in 6 months)

• Daily average install : 6000% up• Top Grossing Rank : 50 rank up• Monthly revenue : 1000% up

Key2 : Local Communication Tool Case studiesCase

2 Genre : E-commerce

• Total campaign install : Over 5,000 installs (in 2 weeks)

• Daily average install : 300% up• Daily average transaction : 150% up

- LINE -• 33M registered users (70% of mobile users)• 2nd largest country• Potential install volume : ~　100,000 / Day

Active rate of TOP social platform

(Source : WE ARE SOCIAL DIGITAL IN 2016)

Key2 : Local Communication Tool

LINE Points CPIKey2 : Local Communication Tool

ThailandIndonesia Malaysia SingaporeJapanKorea TaiwanHong Kong

Case studiesKey2 : Local Communication Tool

Case 1

Genre : GameCategory : StrategyApp size : 138MBBest Rank : 1 (Top New Fee)Delivered installs : 100K (in

1day)

Case 2

Genre : GameCategory : ActionApp size : 32MBBest Rank : 1 (Top New Fee)Delivered installs : 30K (in 2

days)

- Zalo -• Over 30M users (75% of mobile user)• 400M daily messages• Popular among young people

Key2 : Local Communication Tool Active rate of TOP social platform

(Source : WE ARE SOCIAL DIGITAL IN 2016)

Communication Tool SUMMARY

1. There are strong communication tools in each country.

2. Growing uniquely in each country’s circumstance.

3. The best way to reach local people.

LOCAL OFFLINE MENU (1)Transportation

Stations / Terminals

Trains / Buses

LOCAL OFFLINE MENU (2)Convenience Stores

Traditional ChannelLOCAL OFFLINE MENU (3)

Magazines TV commercial

OFFLINE MENU SUMMARY

1. Easier to understand that the game is there

2. Scale of contact and impact is huge

3. The cost will be cheaper than East Asia

LOCALIZATION TIPS (1)Asset / Creative / Language localization

- English- Malay - Bahasa Indonesia- Thai- Vietnamese- Traditional Chinese- Simplified Chinese

LOCALIZATION TIPS (2)Device testPre launch test

Culture

Internet

SpeedDevice Spec X

XX

LOCALIZATION SUMMARY

1. Adjust the content for each local environment

2. Find local partner for well-understanding the culture

3. Use local channel and resource for marketing

SEA MARKET SUMMARY

1. SEA is not just ONE region, different cultures are there.

2. Viral and sharing economy have big power.

3. Online and Offline is close and easy to wrap them up.

4. Find reliable local partners and make cooperations.

Partnership with QuestDrop

X MarketingPublishin

gLocalizeSupport

THANK YOUMEET ADWAYS AT BOOTH #308