Indo dev workshop_mar2013-cleaned
- 1. App Monetization & Distribution Trends Charles Rim, Managing Director Korea/ SE Asia March 2013
- 2. Changing the way people discover, share and engage with mobile content.
- 3. Apps are the Dominant Media Source: Zokem, inMobi
- 4. Usage is Persistent Throughout the Day • 85% of consumers “can’t live without their smartphone” • 88% of consumers “use their smartphone every day” lying in bed waiting for something watching TV commuting spending time with family in the bathroom while shopping at social gatherings
- 5. Source: Flurry Analytics, Dec 2011; Nielsen, 2011 Mobile Gaming is the #1 App U.S. Mobile App Consumption, Time Spent Per Category Consumers average 47 minutes per day playing games
- 6. Users Don’t Like to Pay to Try New Apps
- 7. Users Don’t Like Display Advertising Especially in games where they could click on an ad by mistake
- 8. 1 Most Top-Grossing Apps in App Store are Free
- 10. Freemium vs Premium Google Play Revenue Growth US 2012
- 11. Tapjoy Big Idea: Mobile Value Exchange
- 13. 1 Tapjoy Mobile Value Exchange I can earn coins by engaging with ads in Tapjoy’s Marketplace. How it Works I need more coins to build on my land in Triple Town. 1 2 I can buy coins with real money.
- 14. 1 Tapjoy’s Mobile Value Exchange (continued) I can then engage in any of the actions — like watch a Ford video — to earn Coins. After which, I can perform secondary actions (determined by the advertiser) and have more Coins to use in my game. 4 3
- 15. Consumers Choose • Brand defines the desired activity based on goals: – Video Distribution (CPV) – Customer Acquisition (CPA) – App Engagement (CPE) – Retargeting (CPV, CPA & CPE) – App Installations (CPI) • Brand only pays for completed engagements • No media waste
- 16. Tapjoy Market Presence free-to-use apps included in the Tapjoy network 75 K
- 17. Tapjoy by the Numbers 339 MM Mobile Users 5,300+ Active Apps 1.2 MM Daily Ad Engagements
- 18. About Tapjoy Founded 2007 Headquarters San Francisco Offices in the US, Europe and Asia Reach 900+ million mobile consumers on Android, iOS, Windows Phone 7 and HTML5 Funding $70.5 million from • J.P. Morgan Asset Management • Rho Ventures • North Bridge Venture Partners • InterWest Partners • D.E. Shaw Ventures
- 19. Launching your App: Key Distribution Strategies
- 20. Self-Publish or Get Published? Get Published? • Make sure you get adequate, hard commitments on marketing budget and promotional efforts, including agreed upon KPIs/metrics. • Know what you’re giving up and getting in return. • Get references – Who have they worked with before? How did it work out? Ask other developers. Self-Publish? • You should have at least $100K-$200K to promote your app or be pretty sure Apple/Google are going to feature your app • Ideally you already have a built-in user base playing your previously launched titles that you can use for cross promotion
- 21. How are developers promoting apps? Mobile Acquisition Channels • Rewarded installs • Non-rewarded installs • Video ads • Dev-to-dev cross promotion • Social discovery (FB, Twitter, etc.) • Organic discovery (top charts, search, word of mouth, etc.) • Featured placements
- 22. Getting Featured
- 24. Getting Featured • Well Known IP • Prior Hits • Territories Available • Languages Supported • Supported Devices / OS versions • Technology Supported • Retina Display, Multitasking, Gyroscope, Accelerometer, Location Services, Game Center, etc. • App Store Landing Page • One-liner that captures what makes your app special • User Reviews/Ratings • Video trailer on Google Play What they’re looking for: And of course…a great game!
- 25. Increase User Retention: Engagement Campaigns • Build deeper engagement by encouraging users to complete specific actions within your app. • For example, • Play to Level-2 • Complete The Tutorial • Share on Facebook • Re-target users who have already installed your app, and have them return. Motivate new users to install Tap Defense and advance to level- 3. Objective: Case Study: Tap Defense 70% New Users Advanced to Level 10 21% Returned to Game the Next Day 6% New Users Monetize on First Day Results:
- 26. • Give your users a reward for coming back every day • In the later days of the reward cycle give the users bigger or exclusive rewards • Show them what they earned and also show them what is coming up Increase User Retention: Daily Rewards
- 27. Reward Friend Invites & Social Sharing Reward users for inviting their friends
- 29. • Choose a smaller region to test in – Everybody uses Canada, so go with another English- speaking country (ex. AU, NZ, SG) – Get 5K+ DAUs flowing through your app • Focus on retention (next-day, 7-day, 14-day) – Aggressive targets: 40%+ next-day, 25%+ 7-day, 15%+ 14- day – Tutorial completion rate goal at 70% • Monetization measurement – High end: $1 ARPDAU – Realistic ARPDAU range: $0.04-$0.15 – % DAUs monetized: 1%-5% • Take care of any bugs • Proceed with a full launch only when you’re happy with the performance of your bucket test Testing the waters
- 30. Monetization: Direct Pay + Tapjoy Combining Tapjoy & Direct Pay allows Apps to monetize significantly more users Direct Pay Users can buy Coins, with real money Fewer than 5% of users monetize via direct pay Tapjoy Monetization Users can earn Coins, for Free Apps can monetize the other 95% of users, who never pay, but still want to play 1 2 1 2
- 31. Tapjoy Increases DEAD TRIGGER Revenue: 66% (Android) & 48% (iOS) Case: DEAD TRIGGER • Tapjoy increased revenue by 66% on Android & 48% on iOS • Tapjoy accounts for 60% of Android & 32% of iOS total revenue • Tapjoy ARPDAU is $0.03 DEAD TRIGGER “It has been an absolute delight working with Tapjoy. Integrating them into our DEAD TRIGGER game was a great decision and our revenue has increased significantly thanks to them.” -Marek Rabas (CEO, MADFINGER
- 32. Asian Developers & International Markets
- 33. Why Go Global? • The obvious reasons: • Market size & revenue opportunities! • Publishing on the App Store: Just press “All Regions”
- 34. Asian Developers Know How to Monetize…! Japan and Korea are now SUPERPOWE RS rivaling USA USA 21% Korea 11% Japan 6% Other 62% Download Share USA 26% Korea 18% Japan 29% Other 27% Revenue Share
- 35. Understand your Target Region: Korea Korean Carriers ~30MM Smartphone Users 78% Own an Android (19% on iOS) The Key Players to Consider Before Launching your App KakaoTalk 70MM+ Users Worldwide 95%+ of KR smartphones Messaging, VOIP, now Games! T-Store 19M Registered Users 2.6MM DAU, 10.8B Downloads KRW 235B in Turnover ($222M)
- 36. Developer Contact Information • Knowledge Center – https://knowledge.tapjoy.com/en • Includes developer for advertiser and developer for publisher’s SDK integration guides. – SDK Download: https://dashboard.tapjoy.com/sdk • Integration Help Desk – integrations@tapjoy.com – Cf., Account, Billing, Reporting question: support@tapjoy.com • Technical Account Managers in Asia – Korea: John Kim john.kim@tapjoy.com – China: Song Peng song.peng@tapjoy.com – Japan: (coming in March)
- 37. © 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners. Questions? jennifer.cho@tapjoy.com (distribution/monetization) John.kim@tapjoy.com (technical)
Editor's Notes
- #5: Source: Where people are using (Source: InMobi, Decision Fuel & On Device Research, Mobile Media Consumption Research, Feb 2012) Smartphone preference (Source: Frank N. Magid Associates Sept 2011) 85% of consumers “can’t live without their smartphone” 88% of consumers “use their smartphone every day“ Consumers say they prefer using their smartphone instead of their computer in several key content areas: 50% Listening to Music 36% News 35% Gaming 30% Social Networks
- #6: Time spent, (Flurry Analytics Dec. 2011) Games are #1 in category: 64% downloaded games in 30 days, 60% weather, 56% social, 51% maps, 44% music, (Nielsen, July 2011)
- #7: Time spent, (Flurry Analytics Dec. 2011) Games are #1 in category: 64% downloaded games in 30 days, 60% weather, 56% social, 51% maps, 44% music, (Nielsen, July 2011)
- #8: Time spent, (Flurry Analytics Dec. 2011) Games are #1 in category: 64% downloaded games in 30 days, 60% weather, 56% social, 51% maps, 44% music, (Nielsen, July 2011)
- #14: So how does value exchange work at Tapjoy. I’m playing my favorite game, Triple Town. In order to build on my land I need more coins. I have the option to buy more coins with real world money OR I can opt to earn them by engaging with ads within the Tapjoy Marketplace.
- #16: Once I’ve decided to earn, I end up in the Tapjoy Marketplace. Once in the marketplace, I can choose any number of branded ads to engage with. The most important piece to note about the marketplace is that there are hundreds of different types of offers available, which makes Annie a really qualified user for whichever brand she ends up choosing to engage with. The brands benefit because they are defining the activity they want taken, and they only pay when the action is completed. This is really powerful for the brand because they are sponsoring the content for the user which is building brand affinity, and because the user has a lot of choice, there is a lot of decision that goes into selecting which brand is going to sponsor the content – this adds another really amazing level of targeting for the brand and is going to deliver the brand a highly relevant user. Here are some examples on how big brands have utilized the Tapjoy Marketplace to achieve their goals: Ford wanted to drive awareness of the new 2013 Taurus and selected Tapjoy as a partner to efficiently drive video views. Kellogg’s wanted to drive engagement with consumers through a coupon for Special K cereal. Samsung wanted to build awareness of the U.S. Olympic Genome Project by driving traffic to their facebook page. P&G wanted to engage with their target consumer by promoting a sweepstakes. All of these examples are big brands leveraging the Tapjoy Marketplace to drive engagement at scale.
- #26: - We need to update the PPE slide to include an actual PPE campaign.
- #28: Reward users for inviting their friends