Infrastructure for in-app video advertising
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CHINA FOR THE WIN! презентация
Содержание
- 1. CHINA FOR THE WIN!
- 2. A LITTLE ABOUT ME Colin Behr VP, Business Development & International @colinnathanbehr colin.behr@vungle.com
- 3. 10,000 196 countries served 2
- 4. IF YOU REMEMBER ANYTHING FROM THE SESSION…
- 5. HOW VAST? 550M mobile devices 240M mobile
- 6. 2014 GROWTH IN MOBILE GAMES Developers 84%
- 7. 7 Realities of Publishing in China
- 8. Reality #1: Android dominates the market
- 9. ANDROID DOMINATES THE MARKET 68% market share 32% market share Source: talkingdata.com/index/#/datareport/-1/en_us
- 10. Source: xiaomishop.com
- 11. GOOGLE’S MARKET SHARE IN CHINA “Chinese Android
- 12. Reality #2: 100s of app stores = a fractured market
- 13. 72.6% of apps in China are from alternative app stores Source: bit.ly/1Lemowm
- 14. 360 MOBILE ASSISTANT 360 is virus prevention
- 15. TENCENT MYAPP After captivating players in the
- 16. BAIDU After captivating players in the US,
- 17. Reality #3: Culturalization is critical
- 18. LOCALIZATION VS. CULTURALIZATION PocketGems is a leading
- 19. GOOD CULTURALIZATION PocketGems is a leading mobile game
- 20. Reality #4: Mobile piracy is rampant
- 21. MOBILE PIRACY IS RAMPANT PocketGems is a
- 22. Reality #5: Social doesn’t mean Facebook and Twitter
- 23. Wechat (Weixen) Messenger app Sina Weibo
- 24. Reality #6: Your APK must be hosted in country
- 26. Reality #7: Monetization must go beyond IAPs
- 27. SUCCESS WITH A PAID APP IS POSSIBLE, BUT HARDER Source: TalkingData bit.ly/1JqaPVf
- 28. CHINESE USERS ARE SPENDING MORE MONEY IN APPS Source: talkingdata.com/index/#/datareport/-1/en_us
- 29. CHINESE USERS ARE SPENDING MORE MONEY IN APPS Source: talkingdata.com/index/#/datareport/-1/en_us
- 30. USE THE RIGHT BILLING PARTNERS TO BOOST
- 31. In China, 9 in 10 smartphone owners
- 33. In-app video ads extended user session length by 25%
- 34. PLAN FOR MONETIZATION FROM THE BEGINNING
- 35. PARTNERS
- 36. WHERE DOES THIS LEAVE YOU? DEPENDS ON YOUR SIZE.
- 37. IF YOU REMEMBER ANYTHING FROM THE SESSION…
- 38. MEET THE SPEAKERS! Join us tonight
- 39. Q&A Questions?
- 40. CHINA FOR THE WIN! What Publishers Need
A LITTLE ABOUT ME Colin Behr VP, Business Development & International @colinnathanbehr colin.behr@vungle.com
Слайд 1CHINA FOR THE WIN!
What Publishers Need to Know to Succeed in
This Emerging Market
Слайд 2A LITTLE ABOUT ME
Colin Behr
VP, Business Development & International
@colinnathanbehr
colin.behr@vungle.com
Слайд 3
10,000
196
countries served
2 Billion+
monthly video views
200 Million
monthly unique devices
top apps
Слайд 4IF YOU REMEMBER ANYTHING FROM THE SESSION…
The opportunity is vast
Entering China
is complex, but not impossible
Control is worth the challenge
Слайд 5HOW VAST?
550M
mobile devices
240M
mobile devices
96% have at least
one gaming app installed
28%
spend more
than
an hour a day playing
Chinese mobile gamers
install a new game every
3.48 days
Sources: Nielsen: bit.ly/17gCjes; TalkingData: bit.ly/1JqaPVf; Venture Beat: http://ow.ly/JHAIZ; Pew Research: http://ow.ly/JHAPl
Слайд 62014 GROWTH IN MOBILE GAMES
Developers
84%
236%
Total Revenue
Source: talkingdata.com/index/#/datareport/-1/en_us
Users
162%
Слайд 9
ANDROID DOMINATES THE MARKET
68%
market share
32%
market share
Source: talkingdata.com/index/#/datareport/-1/en_us
Слайд 11GOOGLE’S MARKET SHARE IN CHINA
“Chinese Android users only used Google Play
for downloading 5.6% of all mobile apps on their devices.”
-Umeng Analytics
-Umeng Analytics
68%
5.6%
Source: Umeng Analytics; TalkingData
Слайд 14360 MOBILE ASSISTANT
360 is virus prevention software
Huge Android app store
275 million
monthly users
30 billion downloads
Offers localization support to developers
30 billion downloads
Offers localization support to developers
Слайд 15TENCENT MYAPP
After captivating players in the US, MinoMonsters sought to reach
an international audience. Partnering with Vungle, MinoMonsters attained a 6x increase in installs worldwide.
Developed by Tencent, who started messenger QQ (829 million active users)
Also connects to QQ browser and WeChat
110 million daily downloads (Dec 2014)
King launched Candy Crush Saga on Tencent
Слайд 16BAIDU
After captivating players in the US, MinoMonsters sought to reach an
international audience. Partnering with Vungle, MinoMonsters attained a 6x increase in installs worldwide.
Search giant used by more than 700 million
Has its own app store with direct integration to search results
Recently acquired 91 Wireless,
increasing its reach into app distribution
Слайд 18LOCALIZATION VS. CULTURALIZATION
PocketGems is a leading mobile game developer with over
150M downloads. Vungle drives a record-breaking volume of impressions for PocketGems worldwide.
Source: bit.ly/1vHbYfA
Слайд 19GOOD CULTURALIZATION
PocketGems is a leading mobile game developer with over 150M downloads.
Vungle drives a record-breaking volume of impressions for PocketGems worldwide.
Use culturally relevant scenarios
Tie thematically into holidays
Run relevant advertising
Слайд 21MOBILE PIRACY IS RAMPANT
PocketGems is a leading mobile game developer with
over 150M downloads. Vungle drives a record-breaking volume of impressions for PocketGems worldwide.
Consumer piracy
Competitor piracy
Слайд 23Wechat (Weixen)
Messenger app
Sina Weibo
“Chinese Twitter”
RenRen (means “schoolyard”)
Social network for
college students or connecting with old friends
Tencent Weibo
Microblogging with focus on communication among friends
QQ & Qzone
Messenger app & Facebook-style social network
73% of
market share
+
Слайд 28CHINESE USERS ARE SPENDING MORE MONEY IN APPS
Source: talkingdata.com/index/#/datareport/-1/en_us
Слайд 29CHINESE USERS ARE SPENDING MORE MONEY IN APPS
Source: talkingdata.com/index/#/datareport/-1/en_us
Слайд 30USE THE RIGHT BILLING PARTNERS TO BOOST IAPS
Transactions by Payment Method
Spend
by Payment Method
AliPay,
59%
AliPay,
49%
UniPay,
20%
UniPay,
25%
TenPay,
10%
TenPay,
13%
Service Card, 7%
Service Card, 7%
Pre-paid Card, 4%
Pre-paid Card, 6%
Source: TalkingData bit.ly/1JqaPVf
Слайд 31In China, 9 in 10 smartphone owners clicked on a mobile
advertisement
in the past month.
in the past month.
Source: “Mobile Advertising in China,” Price Waterhouse Cooper, May 2014
Слайд 34PLAN FOR MONETIZATION FROM THE BEGINNING
Peak
Median half-life of games:
2 months
post-peak
$
Source: Benchmarking the Half-Life and Decay of Mobile Apps, Flurry.com 2/20/14
Слайд 37IF YOU REMEMBER ANYTHING FROM THE SESSION…
The opportunity is vast
Entering China
is complex, but not impossible
Control is worth the challenge
Слайд 38MEET THE SPEAKERS!
Join us tonight from 6-8pm @ Oola
(RSVP in back)
Ben
Bear
VP, Sales
VP, Sales
Colin Behr
VP, Business Development
and International
Michal Pilawski
VP, Product
Jahed Momand
Sr. UX Designer
Слайд 40CHINA FOR THE WIN!
What Publishers Need to Know to Succeed in
This Emerging Market
Infrastructure for in-app video advertising
