what's next - 앱리프트 제2회 모바일 마케팅 트렌드 세미나

Mobile Marketing Trends 2016Jun Lim

Country Head Korea

Basics- Overview of Basic Mobile Marketing Concepts

Intro

3

Inventory

source: To Uyen from the Noun Project

CPC

CPM

CPI

4

Inventory Triangle

Publisher CPM CPC CPI CPA/CPE

Inventory Size

Advertiser

source: Hyungyun Lim

5

Ad Network

source: Appsflyer

6

Inventory Monetisation

Admob Mediation

7

Ad-Network’s Dilemma

source: Appsflyer

Advertiser Publisher

Low Cost, High ROI High eCPM, Low Requirement

8

RTB - Bid Process

Trend II

source: AppLift

2013 vs 2016- last 3 years of hands-on experience

Intro

10

2013 - 2016 : Chartboosting (Incent)

2013 2016

Screen

Network

Platform

11

2013 - 2016 : CPA/CPI (Non-Incent)

2013 2016

Network

Social

12

2013 - 2016 : Display (CPC/CPM Network)

2013 2016

Network

Platform

“Platform is the key”

Platform

Network

13

2013 - 2016 : Video

2013 2016

Platform

Network

None

14

2013 - 2016: Mobile(DSP&Retargeting)

2013 2016

None

15

2013 - 2016: Tools

2013 2016

Mobile

Web

16

2013 - 2016: Overall

2013 2016

Incent

‘Spray and Pray’

Agency-Driven

Domestic Entities

Incent

Non-Incent

Agency + Direct

Lots of Foreign Entities

DSP/Retargeting/RTB

The Future of Programmatic RTB- How this will change the market

Trend I

18

Open RTB

Trend II

source: iAB

19

Open RTB and its relatives

Trend II

source: AppLift

Variations of Open RTB

20

Open RTB - Different Models

source: AppLift

21

Open RTB Benefits

Open RTB Benefits

1.Targeting

2.Transparency

3.Audience Data

4.Use Existing Data

22

Open RTB - Retargeting

Cross-Device Dynamic Retargeting

source: AppLift

23

Why not yet in Korea

Reasons

1. Platforms - Social API

2. Publishers - Floor Price

3. Ad-Networks - Subsidy

4. Market Awareness - No Standard

The Fight between Two Giants- Google vs Facebook

Trend II

25

Google vs Facebook : Current Status

Advanced Mobile Web Standard

AMP (Accelerated Mobile Pages Project)

Expansion of Inventory

Instant Article

New Ad-Platform Universal App Campaign

and new ad formatsand new ad formats

Facebook Audience Network

26

Google AdWorld’s New Ad-Formats

source: Google

27

Facebook Acquired Liverail and MSQRD

source: Wikipedia

28

Facebook Acquired MSQRD

Why this app?

1. Video Tech

2. Audience Network

source: Youtube

Allies and Collaboration- How start-ups move forward each other

Trend III

30

Start-ups: Collaboration on Marketing

Benefits

1. Co-Branding

2. Cost-Saving

31

Start-ups: Collaboration on Marketing

“Deep-Link”

“Open API”

“Tracking”

source: YanolJa Mobile App

Marketing Tools 2.0- The Uprise of CRM - Attribution and its beyond

Trend IV

33

Tools Overview

AttributionWeb Remarketing/CRM

34

Tools - Challenges

Challenges

1. Web/Mobile Attribution Integration

2. Too much Data

3. Inconsistency of Data

4. Lack of Internal Resources

35

Tools - Automation is the key

source: Appboy

User Acquisition Strategies- General Trend and Overview

Trend V

37

Performance Marketing: Definition

Imp. Click Install

?컨텐츠뷰?가입완료?장바구니 ?Winning Point ?구매?

CTR CVR

source: created by Jihoon Kim

38

Performance Marketing: Agency vs Direct

source: created by Jihoon Kim

NowPast

Reasons to use Agencies

- Lack of Internal Resources - Lack of Internal Resources

- Agencies are more expert - Agencies are Ad operations

- Agencies take care of all the channels

- Agencies take care of mainly branding(non-measurable channels)

- Easy to blame- Now Performance-driven

agencies only survive

39

Fraud Prevention

Ways to Prevent

1. Post-back/LTV Integration

2. IP Whitelisting/Blacklisting

3. CPI - Request for Non-Rebrokering

40

Channel Management

Performance(CPI)Brand Channels Performance(Media-Buying)

Pre-registration

TV Ads

Offline Ads

Community Websites

CPI

Social CPI

CPS

Adwords

Facebook

Other Self-Serv Platforms

Recommend Agency - Recommend In-house - Just use 1-2 channels

- Recommend In-house - Getting Important

41

UA: Different Culture

Mobile Marketing 2016- 2016, “Winter is coming”

Ending

43

Marketing in the Past

source: Hyungyun Lim

44

Marketing: Now

source: Hyungyun Lim

45

Paradigm Shift

What this means?

- Problem on Talent Acquisition

- Learning Curve

- More Number-Driven Culture

46

What kind of Marketing Person Supercell Looking For?

Job Requirement

• Intensely curious and driven to learn • +2 years direct experience in web-based

performance marketing required – experience in e-commerce/ retail preferred

• Expert in Google Analytics or equivalent tools

• Proven track record in social media marketing (YouTube, Facebook or Instagram)

• Many examples of deriving actionable insight from data

• Ability to present data in a story form and deliver findings to the team

• Fluency in English and Korean • Passion for games

47

Learn from Failure and Success

source: Youtube, Facebook

48

Last Piece of Advice

source: Youtube Channel of Re/code(Interview with Gabe Leydon)

49

Last Piece of Advice

source: Youtube Channel of Re/code

“Buyers are going to be sophisticated whether everybody likes it or not.”

“Everything’s going to be repriced. Media will be quantified.”

“World’s second largest company, Googe, is performance marketing company. Facebook is billions dollar company because they are performance marketing company.”

“Publishers want to work with Brands, because Brands are not sophisticated.”

“I would not recommend buy television ads unless you can’t buy anymore on digital. TV ads value is only captured in digital. If you just buy on TV, you will be gone out of business.”

“Our marketing is more like Nasdaq than traditional marketing.”

“Current version of brand advertising will disappear. It will be more measurable.”

- Gabe Leydon, Machine Zone CEO-

50

Winter is Coming

source: Late Night with Seth Meyers