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What to know about media buying and advertising when entering new markets

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Presentation from the webinar "Entering new markets: strategy, pitfalls, and tips" hosted together with Social Peta. Watch the video here https://appfollow.io/webinar/webinar-entering-new-markets-strategy-pitfalls-and-tips

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What to know about
media buying and
advertising when
entering new markets
Date Source:SocialPeta
www.socialpeta.com
1. Methodology
2. Global Market Analysis
3. Observation: Media Buy in the US Market
4. Observation: Media Buy in the Japanese
Market
5. About SocialPeta Inc.
CONTENTS
01 Methodology
© Source: 2020 SocialPeta Inc ,Nov. 2020
Methodology
4
“With the aid of the world's largest advertising intelligence
analysis tool, SocialPeta's data team gives you the perspective
of mobile advertising data in global mobile game markets.
We collect advertising data by sampling in a global scale. We
have currently accumulated over 900 million pieces of
advertising data, and updates up to one million pieces of
advertising data on a daily basis. Based on this huge database,
we can gain an insight into the overall trend of the advertising
industry.
Notes:
Popularity: Estimated based on the duration of creative advertising, the number of
associated ads, and the advertising effect.
Emerging: An ad creative or advertiser that has fast-growing popularity value in a
predetermined period.
Hot: An ad creative or advertiser that has given good impressions after advertising for
30+ days.
02 Global Market Analysis
◆ Global Trend of Active Advertisers
◆ Global Distribution of Creatives in Various Game Genres
◆ Hot Advertisers across Q3
◆ Situation on Facebook Networks
6
Global Market Analysis
Distribution of Advertisers Targeting Android vs. iOS
© Source: 2020 SocialPeta Inc ,Nov. 2020

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What to know about media buying and advertising when entering new markets

  • 1. What to know about media buying and advertising when entering new markets Date Source:SocialPeta www.socialpeta.com
  • 2. 1. Methodology 2. Global Market Analysis 3. Observation: Media Buy in the US Market 4. Observation: Media Buy in the Japanese Market 5. About SocialPeta Inc. CONTENTS
  • 4. © Source: 2020 SocialPeta Inc ,Nov. 2020 Methodology 4 “With the aid of the world's largest advertising intelligence analysis tool, SocialPeta's data team gives you the perspective of mobile advertising data in global mobile game markets. We collect advertising data by sampling in a global scale. We have currently accumulated over 900 million pieces of advertising data, and updates up to one million pieces of advertising data on a daily basis. Based on this huge database, we can gain an insight into the overall trend of the advertising industry. Notes: Popularity: Estimated based on the duration of creative advertising, the number of associated ads, and the advertising effect. Emerging: An ad creative or advertiser that has fast-growing popularity value in a predetermined period. Hot: An ad creative or advertiser that has given good impressions after advertising for 30+ days.
  • 5. 02 Global Market Analysis ◆ Global Trend of Active Advertisers ◆ Global Distribution of Creatives in Various Game Genres ◆ Hot Advertisers across Q3 ◆ Situation on Facebook Networks
  • 6. 6 Global Market Analysis Distribution of Advertisers Targeting Android vs. iOS © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 7. Global Market Analysis Active Advertisers 7 ■ Under the impacts of COVID-19 and the strict policies placed on games by Apple and other platforms, the number of active advertisers has been gradually declining since April. In the future, refinement and long-term operation will be the general trends for mobile games. © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 8. Global Market Analysis Active Advertisers in Hot Global Markets for Q3 8© Source: 2020 SocialPeta Inc ,Nov. 2020
  • 9. Global Market Analysis Distribution of Creatives in Various Game Genres 9 ■ Puzzle game (PUZ) advertisers remain to be the largest contributor of ad creatives, despite showing a slight quarterly decrease; role-playing game (RPG) and simulation game (SIM) advertisers both witnessed growth in their proportions of ad creatives. © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 10. 1 0 Ranking Advertiser Main networks Game genre Popularity Deduplicated creative count 1 Coloring Book - Color by Number & Paint by Number Facebook, Instagram, Messenger Coloring 3M 9800+ 2 Mafia City Facebook, Google Ads, Instagram SLG 860K 5400+ 3 Garena Free Fire - Anniversary Google Ads, Facebook, Instagram Shooting 442K 5000+ 4 Tap Galaxy! Facebook, Instagram, Audience Network Idle 298K 4900+ 5 Idol Party Facebook, Instagram, Messenger Music 336K 4800+ 6 Coloren - Color by Number & Puzzle Games Facebook, Instagram, Messenger Coloring 377K 4800+ 7 ONE PUNCH MAN: The Strongest Facebook, Instagram, Messenger Anime & card 327K 4700+ 8 Match 3D Facebook, Instagram, Messenger Hyper casual 241K 4323+ 9 ONE PUNCH MAN: The Strongest (Authorized) Facebook, Instagram, Messenger Anime & card 308K 4200+ 10 Teen Patti Star - Online teen patti cards game Facebook, Instagram, Audience Network Card 240K 4000+ Global Top 10 Hot Advertisers Q3 2020 #Deduplicated rankings based on the number of creatives cumulatively fetched in Q3 © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 11. Global Market Analysis Advertising on Hot Global Networks in Q3 2020 Google Ads Hot countries: The US, Canada, Australia, the UK, Indonesia Facebook Hot countries: The US, the UK, Canada, Australia, Germany Twitter Hot countries: Japan, the US, Canada, Australia, the UK AppLovin Hot countries: Canada, Germany, Spain, France, the US 1111© Source: 2020 SocialPeta Inc, Oct 2020
  • 12. Global Market Analysis Active Advertisers on FB Networks in Q3 2020 1 2 14298 10742 11285 Facebook Dominated by PUZ advertisers at 18% Audience Network RPG, PUZ and SLG are the three most popular game genres Instagram Dominated by RPG advertisers at over 23% © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 13. Global Market Analysis Advertising Costs on Facebook 13© Source: 2020 SocialPeta Inc ,Oct 2020
  • 14. Cost Intelligence ——Audience Interest & CPA 14  More accurately target Facebook ad audience, understand the cost of the audience and optimize the audience © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 15. Cost Intelligence ——Audience Interest & CPA 15 • What functions are available for CPA analysis? © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 16. Cost Intelligence ——CPC Section 16 • Country screening sorted by regional distribution • Filter by mobile phone operating system (iOS & Android) • Gender and age dimension analysis © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 17. 03 Observation: Media Buy in the US Market ◆ Market Analysis ◆ Hot Advertiser Ranking and Analysis ◆ High-Quality Creative Appreciation
  • 18. US Market Overview (SocialPeta's Opinion: The wave of hyper casual games has faded out in the US market) 18© Source: 2020 SocialPeta Inc ,Nov. 2020
  • 19. Most Recommended Advertisers Rankings in Q3 2020 (Note: Deduplicated rankings based on the creative cumulatively placed in Q3) 19 Coloring Book - Color by Number & Paint by Number • Popularity value: 3M+ • Deduplicated creative count: 13K+ • Publisher: Candy Mobile • Main networks: FB, Ins, Messenger Coloren - Color by Number & Puzzle Games • Popularity value: 355K+ • Deduplicated creative count: 5300+ • Publisher: Fuero Games Sp. z o.o. • Main networks: FB, Ins, Messenger Color Planet - Paint by Number, Free Art Games • Popularity value: 227K+ • Deduplicated creative count: 3100+ • Publisher: Games Vessel • Main networks: FB, AN, Messenger Tap Galaxy! • Popularity value: 447K+. • Deduplicated creative count: 7300+ • Publisher: Ziliang Wang • Main networks: Ins, Messenger, AN Candy Lucky:Match Puzzle Game • Popularity value: 284K+ • Deduplicated creative count: 2900+ • Publisher: Soybean Tech Ltd. • Main networks: FB, Ins, Messenger © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 20. Hot Advertisers Analysis Coloring Book - Color by Number & Paint by Number #Top media buyer 20 Trend in creative forms Note: Impression variation trend of different creative formats in the US market in Q3 2020 Gender of ad audience Note: data acquired from the US market in Q3 2020 ■ Ad creative mainly takes video and image forms. The largest share is attributed to image creatives, which was rising throughout Q3, approaching 80% in late September. © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 21. Hot Advertisers Analysis Coloring Book - Color by Number & Paint by Number #Top media buyer 21 Impression estimate: 1M+ Days of advertising: 291 Popularity value: 999 Ad network: Facebook Associated ad: 1 Creative size: 400*400 Ad copy: Super Relaxing Paint By Number Game Classic video creative Impression estimate: 466K+ Days of advertising: 56+ Popularity value: 348 Ad network: Google Ads Associated ad: 1 Creative size: 480*720 Ad copy: Color and relax. Simple and addictive. Recent hot creative © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 22. High-quality Creative Appreciation Ad Creative from Money-making Online Games 22 Real money + live commentary adds credibility Live-action creative is the favorite of money-making online games 65K+ Impression estimate 75 Popularity value Candy Lucky: Match Puzzle Game © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 23. High-quality Creative Appreciation Ad Creative from Hyper Casual Games 23 战地风暴 The interesting spark generated by female-oriented + hyper casual gameplay Impression estimate 750K+ Days of advertising 80+ Popularity value 667 Lip Art 3D © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 24. High-quality Creative Appreciation Simulated Image Creative 24 Classic creatives • Impression estimate: 100M+ • Days of advertising: 100+ • Popularity value: 1000 Creatives with the fastest-growing popularity • Impression estimate: 2M+ • Days of advertising: 1+ • Popularity value: 679 Clash of Three Kingdoms  Garena Free Fire: Spooky Night Ikariam Mobile Creatives with the most newly-added impressions • Impression estimate: 8M+ • Days of advertising: 5+ • Popularity value: 985 © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 25. 04 Observation: Media Buy in the Japanese Market ◆ Japanese Market Analysis ◆ Hot Advertiser Ranking and Analysis ◆ High-Quality Creative Appreciation
  • 26. Japanese Market Overview (SocialPeta's Opinion: Chinese manufacturers have seized the high ground in the ACG game market) 26 Regional distribution of publishers for new games H1 2020 © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 27. Hot Advertiser Ranking in Q3 2020 (Note: Deduplicated rankings based on the creative cumulatively placed in Q3) 27 レッド:プライドオブエ デン • Popularity value: 264K+ • Deduplicated creative count: 3800+ • Publisher: YOUZU (SINGAPORE) PTE. LTD. • Main networks: FB, Ins, Messenger 三国志ブラスト-少年ヒー ローズ • Popularity value: 479K+ • Deduplicated creative count : 3600+ • Publisher: YOUZU (SINGAPORE) PTE. LTD. • Main networks: FB, Ins, AN AFK アリーナ • Popularity value: 105K+. • Deduplicated creative count : 1700+ • Publisher: LILITH TECHNOLOGY HONG KONG LIMITED • Main networks: Twitter, FB, Ins 王に俺はなる - テッペン を目指せ • Popularity value: 154K+ • Deduplicated creative count : 1100+ • Publisher: Japan Sansam Co., Limited • Main networks: FB, AN, Messenger ステラアルカナ~愛の光と 運命の絆 • Popularity value: 74K+ • Deduplicated creative count : 1000+ • Publisher: YOUZU (SINGAPORE) PTE. LTD. • Main networks: FB, Ins, AN © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 28. Hot Advertisers Analysis レッド:プライドオブエデン #Hot overseas advertiser 28 ■ The advertiser started placing creative in the Japanese market in the first half of July. The quantity of creatives gradually increased, and peaked in mid-August, with 460+ pieces of creative placed in a single day. Trend in creative quantity of various networks Note: Trend in the quantity of creative fetched on various networks in the last 90 days © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 29. Hot Advertisers Analysis レッド:プライドオブエデン #Hot overseas advertiser 29 Impression estimate: 660K+ Days of advertising: 70+ Popularity value: 554 Ad network: Nend Associated ad: 1 Creative size: 640*340 Copy: ▼世界観 ここは「アニマル」のいない大陸、エデン。 人間の少女の中には、特定の時 期になると奇妙な能力に目覚める者がいる。怪力を得た者や、魔法に目覚めた者、動物 の耳や爪が生えた者もいた... Hot video creative Impression estimate: 600K+ Days of advertising: 70+ Popularity value: 524 Ad network: AMoAd Associated ad: 1 Creative size: 600*500 Hot image creative © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 30. High-quality Creative Appreciation Video Creative from Casual Games 30 Toon Blast ACG element abounds in the creative This piece of creative comes from the Japanese local network Nend. Impression estimate 471K+ Days of advertising 60+ Popularity value 390 © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 31. High-quality Creative Appreciation Image Creative from Casual Games 31 Classic creatives • Impression estimate: 3M+ • Days of advertising: 140+ • Popularity value: 938 Creatives with the fastest-growing popularity • Impression estimate: 120K+ • Days of advertising: 1+ • Popularity value: 215 LINE CHEF  脳トレ パズルの通 LINE PLAY - Our Avatar World Creatives with the most newly-added impressions • Impression estimate: 160K+ • Days of advertising: 20+ • Popularity value: 127 © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 33. What SocialPeta Can Do For You? 33 Monitor The Competitions Strategy Scout For The Best Markets Globally Browse Ads Creatives By What’s Most Important Discover Compelling New Materials Save A Fortune On The Test Uncover Thriving New Products © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 34. Why Do You Choose Us? 34 Possessing Over 900 Million advertising data Covering 5 Million Advertisers Channel Coverage Around The World Exclusive Data Intelligence Multi - dimensional & Depth Advertiser Analysis Hourly Level Updates, Nearly A Million Updates Per Day © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 35. Our Core Features 35 Provide market analysis and competitive product dynamic analysis for decision makers Provide data support for the release team, save trial, costs, and improve work efficiency by 80% Provide creative responsibility for design team, increase material output rate by 200% Provide the company with a creative blueprint for advertising, increase creative effects by 80%, and increase user satisfaction by 200% © Source: 2020 SocialPeta Inc ,Nov. 2020
  • 36. SocialPeta's Global Strategic Partners 36© Source: 2020 SocialPeta Inc ,Nov. 2020