App promotion trend in Japan

Business Development Group
Mobile Division
Daisuke Maeda
copyright(c)Adways Inc.Rights Reserved.
copyright(c)Adways Inc.Rights Reserved.

copyright(c)Adways Inc.Rights Reserved. 2
Profile プロフィール
Daisuke Maeda
General Manager/ Mobile Division
Adways Inc. Japan
July 2011: Joined Adways and
contributed to sales of
smartphone ad business.
April 2013: Promoted to sales
manager and also deputy
director of new business
development.
April 2014: Became a general
manager of mobile division
where does game app ad
business.
2

Agenda
Introduction of
App Promotion Trend in Japan
ADWAYS
App Promotion Strategy
Trend in Japan
For Japan Expansion

1,494,393,000 Yen
Overall Employee 970
Adways Company Profile
[As of Dec 2014]
[As of Dec 2014]
Company Name Adways Inc.
Foundation Date 2001/2/28
38F Sumitomo Fudousan Shinjuku Grand Tower, 8-17-1
Nishi-Shinjuku, Shinjuku, Tokyo 1606138, Japan
Haruhisa Okamura
Headquarters
CEO
Capital Fund
Employees
Domestic Subsidiary
Overseas Subsidiary
Tokyo/Osaka/Nagoya/Fukuoka
China/Hongkong/South Korea/Taiwan/Philipines/
Indonesia/Singapore/Vietnum/Thailand/USA
Company Profile

Tokyo, Japan
Shanghai, China
Beijing, China
Seoul, Korea
Taipei, Taiwan
Hong Kong
San Francisco, USA
Jakarta, Indonesia
Hanoi, Vietnam
Bangkok, Thailand
Philippines
Singapore
India
Adways Inc. has overseas subsidiaries in over 11 countries and
support marketing in each country.
Why Adways? ～Strong Global Network～
5copyright(c)Adways Inc.Rights Reserved.

Traffic
700,000
Installs!
Monthly # of
Installs
100,000
Installs!
# of
Registrations
50,000
Registrations!
Why Adways? ～Strong Our Own Ad Networks in Japan～

Utilize Case Studies/Branding/Acquire More New Users
Bussiness Goal Setting for Campaign
「Target Online RPG Users as much as possible！」
Leading the potential users to app market and maximize app revenue by using the accumulated
Cookie data and IDFA on pre-registration website is our business goal.
We operate campaign based on ROAS/LTV data on 3rd party tracking tool.
 Look-a-Like Targeting
 Utilize core-user’s data
Business Goal
Secure Target Users Secure the contact point with dropout users
Maximized User Acquisition
 Retargeting campaign with accumulated data
 Advertize periodical in-game event
Approach to respective User Categories（Adtech・Creative）
Analyze competitive app and identify who to approach.
【Goal】
【Merit】
Acquire New Users Recall Drop-out Users
Goal Setting

Schedule
Fueling user’s fascination before app launch is the most important
point for maximizing the target user acquisition.
Pre-launch Post-launch Operation Phase
StrategyKPI
Acquisition of
High Potential
Users
Rank UP on App Store
Campaign
Campaign Planning Target
Active Users
# of pre-
registrations
PDCA Operation
based on
ROAS/CVs/ CPI
ROAS based
campaign
optimization
Analyze Payment
Rate and ROAS by
Respective Traffic
Promotion Strategy

High Conversion Volume Rate Zone
How We Select Promotion Traffic
SEM
（App Title）
※Famous App Titles
The latest Action/High
(High retention/High payment etc…)
Affiliate Ad
The latest Action/Low
（Low Retention etc..)
Conversion Rate/High Conversion Rate/Low
【Correlation Chart by publishers & Conversion Volume】
Select the Best Traffic from High Conversion
Volume Rate Zone
Analyze Both Volume & Quality and Construct Campaigns Based on KPI
NonIncentive-CPI
“Smart-C”
（Naver）
Facebook
“MobileAppInstall”
（payment user targeting）
CPC Ad network
（web publisher/Banner）
CPC Ad network
（web publisher/Rectangle)
CPC Ad network
（App publisher/Banner）
CPC Ad network
（App publisher/Rectangle）
Promotion Method

①Pre-Launch (Pre-registration service・Teaser Website), ②Post-Launch（Optimize the
distribution based on the data acquired in pre-launch phase)
Advertial
Fami-tsu App etc..
SNS Ad
(Twitter/FaceBook)
Search Ad
SEM(Google/Y!)
▼Awareness Improvement ▼Action/Conversion
AppStore／GooglePlay
AppUsers
Blank Blowser
Pop-up/Initial
App Launch
Ad Networks
SNS
▼Data Integration
ClearEvents
・
In-apppurchase
Official Website
Campaign Strategic Planning（Data Utilization）Post-LaunchPre-Launch
CPC Ad Network
(ex. i-mobile/nend)
Our own Traffic
Smart-C(Naver）
Pre-registration Service
Lobi/Hayatoku/Flying Gacha etc.
YOYAKU TOP10
RegistrationForm
Finish
Registration
Promotion Strategy

Combine official teaser website campaign and paid promotion through
YOYAKU TOP and others
⇒ Higher ROI/More users/More qualified users
Pre-registration PhaseAcquisition of Pre-registration Users
The Best Quality
Traffic
Get
Registrations
Viral Effect
[Official Teaser Website]
YOYAKU TOP10‘s
Gacha
Function
Activate Users

Burst Campaigns ～App Store Algorithm～
2014/1 US
Free AppsRanking
68,0001-5位
51,0006-10位
36,00011-25位
27,00026-50位
The most important elements of App Store Algorithm is the number of installs.
When aiming for higher ranking on App Store, days, campaign period, and time
are crucial to successful burst campaigns.
App Store Algorithm
Top Free Based on # of installs in the last 48 hrs. Ranking is updated approx. every 3 hrs.
Top Paid
Top Grossing The total amount of IAP in the last 48 hours.
Paid Apps
4,900
4,000
1,800
1,100
JAPAN
37,000
31,000
16,000
12,000
1,000
620
320
200
16,00051-100位 570 5,600 90
Will get you to the top
in Japan
Acquisition on AppDriver
+
Organics through ranking
*The number is the daily average
*All number is from the average data
Burst Campaigns
Free Apps Paid Apps
Based on # of installs in the last 48 hrs. Ranking is updated approx. every 3 hrs.

Burst Campaigns ～Google play Algorithm～
Below are 4 key elements to break into top new free ranking.
（According to research by Adways’ analytic team）
Google Play Key Metrics for Top New Free Ranking.
In addition to installs, G+1, reviews, and DAU play a huge role in
Google Play algorithm.
Based on the recent data, the number of downloads in the last 10 days have the
most effect on ranking. The more uninstalls you have, the worse it performs but if
the ranking is oddly high, your app can be deleted from the AppStore.
For above reasons, Adways suggests running burst campaign for several days. Further, we
recommend using networks that allow users to launch the app once a day. This will drive
approximately 2,000 DAU.
# of
Installs in
1 week
Users with
high
retention %
DAU
＆
MAU
Reviews
Burst Campaigns

Smart-C
Smart-C is able to drive users that are truly interested in the
app and generate high retention rate and IAP %.
Smart-C, the #1 mobile affiliate ad network in Japan, enables you to acquire highly
motivated users from high-quality publishers. With Smart-C, it is possible to publish ads
on Japan’s largest review media on a CPI basis.
▼Keyword examples:
Free App, Android App, iPhone App, Camera App,
Movie, App’s name, Company name etc…
Setting keywords related to
your apps
Listings/SEO Media
Smart-C has operating team that
could improve ads effects by
adjusting keywords and SEO
Publishing ads on app
review media
Review Media
On Smart-C, advertisers are
able to place ads on large app
review media
The largest blogger
network in Japan
Bloggers
Smart-C owns over 4,000
bloggers from artists to normal
bloggers. Being able to target
female users is a huge
advantage.
Smart-C ～Non-Incentivized CPI～

Utilizing Ad Networks ～Basic Operation～ Ad Network
Adways creates banners with various themes so that we are able to
identify what kind of users were interested in which banners, and which
characters are most popular among specific users.
We create next banners based on these results.
By not narrowing your target audience in the earlier stage of the campaign,
an advertiser is able to successfully acquire a large number of users.
Able to acquire a large volume
Main
Small volume but with unique targeting and ad units.
Sub

Creative Composition
We will analyze creative performance based on CTR/CVR and constantly
create new banners.
01.
02.
03.
04.
05.
Game’s atmosphere and stories
Creatives that show game settings and stories
Characters
Using popular and unique characters
Game systems
Telling users about the game features and graphics
Campaigns and news
Informing in-game events and collaboration info
※Commute time and midnight works the best.
Sleep users
Creatives used for users that used to play the game before
Creatives

Ad Networks ～Optimization~
Optimize
publishers
Creative Optimization
○Characters
○Structure（texts/free
buttons）
○Creative sizes
PAUSE poor-
performing pubs
Delivery Time
Optimization
○Commute time
○Daytime
○Late night
PAUSE poor-
performing creatives
Campaign Structure
Optimization
○CPC
○Targeting
PAUSE poor-
performing campaigns
Good
Bad
Ad Network

Ad Networks ～Characteristics of Publishers～
In the earlier stage, Adways builds campaigns with white-
listed pubslishers based on case studies
Anime Pubs(Web&App)
nend/i-mobile
niconico
You Tube
Manga/Anime Image Forums
Shosetsuka ni Naro
Anime Watch
Anisoku
Seiyu☆Sokuho
Anizo
About the Pubs
Banners with voice actresses and characters tend to
perform well.
Works best for finding out the best performing characters.
Game Pubs(Web)
nend/i-mobile
GameWith
Game Koryaku Kanzen Zukan
Ore Teki Game Sokuho
Game Reviews
GAYM
Hachima Kiko
About the Pubs
Users on above media include hardcore gamers; therefore,
banners of game scenes and characters tend to perform
well.
Casual Pubs(APP)
nend/i-mobile
Nezumi Daku Daku
Kure Shin Run
Chariso
Manbo
About the Pubs
Publishers with game user audience, thus the low CPI.
However, acquired users tend to leave the app early.
Large Media(Web)
nend/i-mobile
livedoor blog
Bokete
Uranai Tsuku-ru
2ch related pubs
About the Pubs
Above media own massive traffic; therefore, this category of
publishers work the best for finding out which creatives
perform well among the general audience.
※直近の傾向に基づき提示しておりますので、配信のタイミングで変更する可能性が御座います。
Ad Network

Targeting Summary of Each Network
By utilizing characteristics of each network, Adways will build
the most effective campaigns and optimize accordingly.
App
Targeting
Device ID
Targeting
CV
Expansion
De-targeting Key words
IAPUser
Targeting
nend ○ ○
i-mobile ○ ○
BLADE ○ ○
Facebook ○ ○ ○
Twitter ○ ○ ○ ○
GDN ○ ○ ○ ○
YDN ○
Ad Network

Promotion Trend

①Pre-registration（Official/teaser websites）②Post-launch –detarget based on ① results
Reviews
e.g. Famitsu
Adnetworks
witter/FB
Search Ads
SEM(Google/Y!)
▼Enhancing Recognition ▼行動転換手法
AppStore／GooglePlay
AppUsers
First Launch
Browser
（White page）
ADNW
SNS
▼接触手法（ Data Integration）
CompletingEvents
・
IAP
Official website
Campaign Structures（Utilizing Data）AfterAppLaunchPre-Registration
Adnetworks
i-mobile/nend
自社媒体
Smart-C(Naver Matome）
Pre-Reg Platforms
Lobi/Hayatoku/Flying Gacha
Website
Yoyaku Top 10
RegistrationEntry
Complete
Pre-Registration
Promo Strategies

Yoyaku Top 10 is able to collect data of users who have visited the platform.
Having the data allows you to expand your target audience and reach the similar hardcore users.
事前フェーズCollecting Data of Hardcore Gamers
STEP1
Collect pre-registration users’ data
Target similar users
STEP2

For Japan Expansion

Japanese users tend to look at App Stores very carefully.
Icons and screenshots make a huge difference in CVR as well as store
description of the app.
▼What users focus on when downloading apps (in order)
1) Icons
2) Screenshots
3) Reviews★★★
4) Store description
5) Videos
6) App name
To increase the CVR, icons and
screenshots are extremely
important.
App Store Optimization （Icons & Screenshots）

It is important to create screenshots that are able to tell the story to
potential users. Below are some of the elements that should be included
in the screenshots.
1st
Game logo
＋
Title opening
2nd
Game Concepts
3rd
Differentiation
point ①
4th
Differentiation
Point ②
5th
Game atmosphere
Creatives
Examples of Screenshots
App Store Optimization （Icons & Screenshots）

The Japanese users tend to stay app store to get app information as much as possible.
Having video on app store is very important point because the video will appeal game visual
& contents image and improve install rate.
Most of the Japanese app developers have their game video on their app store.
The Importance of Video on App Store
App Name Video
Monster Strike No
Puzzle & Dragons Yes
LINE：Disney Tsumtsum Yes
Shironeko Project Yes
Ken to Mahou no Roguresu Yes
Final Fantasy Record Keeeper Yes
▼TOP Grossing App on GooglePlay
App Store Optimization（Video）

The most important point for Japanese market deployment would be
Culturalization.
The Japanese game users are really sensitive about App Quality & Reliability of
the app developer, which means the quality of Culturalization has to be the top-
priority for overseas app developer.
There are lots of unsuccessful case studies that overseas app developers who made
less of culturalization and ended up with paying wasteful advertizing fee for low-
retention & low-payment users.
Most of the successful developers built a partnership with local publisher or get
enough expertise for Japanese market and built a partner ship with strong
advertising agency.
Translation Debug Narration Font type
Culturalization

1. App Promotion
2. ASO (App Store Optimization)
3. Culturalization
Key Points for Japanese Market Deployment

감사합니다!
Contact: maeda.daisuke@adways.net

App promotion trend in Japan

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