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.
Text of Facebook mobile CPI ads case study, mobile cpi alternative, korea, japan, Taiwan and China mobile...
Appsasia Monthly Report [March 2014]
2 Appsasia Insight Mobile Marketing Analytics by appsasia 1.1
Questions on CPI Effectiveness 1.2 Facebook Advertisement
Effectiveness 1.3 Case Study of Facebook Campaign by appsasia
Appsasia Monthly Report Global 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 Increase in rank More Exposure Download from rank
Increase In 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 f or a
higher rank Android Ranking Algorithm change Fixed app usage
pattern Why?
4 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. 200 100 300
400 500 Jan 26 Feb 2 Feb 9 Feb 16 Feb 23 Mar 2 Mar 92014 1 200 100
300 400 500 Dec 2103 Jan 2014 Feb 2014 Mar 2014 1 Download Rank #2
Gross Rank #220 Download Rank #6 Gross Rank #242
5 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 200 100 300
400 500 Jan 5 Jan 12 Jan 19 Jan 26 Feb 22014 1 200 100 300 400 500
Dec 2103 Jan 2014 Feb 201 4 Mar 201 4 1 Beauty Idol (U.S.) Animoca
(Japan) [Fantom Gate Senhime] mobage Download Rank #21 Gross Rank
#278 Download Rank #9 Gross Rank #229
6 Global App Marketing Agency What Is the Alternative? 1.1
Questions on CPI Effect
Facebook CPC Global App Marketing Agency Worldwide MAU
1,230,000,000 Mobile Active Users 945,000,000 Facebook users in
Korea 13,200,000 Mobile users in Korea 11,800,000 1.2 Facebook
Advertisement Effect Strength of Facebook CPC Unlike banner ads,
Facebook CPC based ads are exposed naturally between newsfeeds.
Therefore, the share and spread effects are increased. Facebook CPI
UA Cost(Non-incentive) Creation, uniqueness and targeting is highly
important Casual Game $1.5 - $2 Mid-core Game $2 - $2.5 Brand 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 Index Facebook CTR 365% Increased Q4 '12 Q1 '13 Q2
'13 Q3 '13 Q4'13 31% 98% 192% Exposure Awareness Sharing/Spread
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 Cycle Optimization
Continuously monitoring advertising results and editing the ads
according to those results in order to determine whether the budget
is being spent effectively 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 targeting)
Minimize meaningless advertisement costs by focusing the budget on
the most effective channel. CPI AD Data Analysis Targeting Royal
users Reasonable ROI 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 appsasia Global App
Marketing Agency Facebook CPC by appsasia Appsasia can produce
effective and creative materials. With our exhaustive management
including daily report and material test, campaigns drove high
cost-effective ad result. Image A Image B AD Copy A AD Copy B AD
Copy C AGE Gender Interest Page < Over 10 AD TEST before actual
campaign > < Young Creators brilliant AD Copy > Appsasia
Facebook ad management process Minimize the trial and error Produce
10 different ad options and use the most effective image Detailed
Oversight Close 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 Research Appsasia's Market Research 2.1 SNS
Preference Per Geography 2.2 Global LTE Penetration Analysis 2.3
Mobile Device Analysis by countries Appsasia Monthly Report Global
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 Analytics Global App Marketing Agency 1% 2% 3%
5% 8% 14% 19% 21% 21% 62% Philippines Russia Germany United Kingdom
Canada Sweden United States Australia Japan South Korea LTE
Penetration By countries (2nd half, 2013) 32% 29% 28% 28% 27% 23%
14% 7% 6% 5% Niger Burundi Madagascar DRC CAR Ethiopia CUBA North
Korea Myanmar Eritrea Lower Mobile Penetration 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,PantechEtx 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 Market Share LTE 72% 3G 28% 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 3G 81% 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 LTE 26% 3G 74%
Other 2% Japan LTE Penetration / OS Market 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 3G 95% Other 7%China LTE Penetration / OS Market 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 3G 95% 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