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Xplore China Nativex
- 1. HOW TO WIN IN CHINA?
- 2. WHY CHINA?
- 3. China is catching up with Mobile Advertising Spend In Billions US$ 39.22 60.7 58.68 74.97 79.92 90.34 101.70 105.25 2017 2018 2019 2020 USAChina Mobile Advertising Spend
- 4. Others 27% China 35% UK 3% Korea 5% Japan 14% United States 16% Others China UK Korea Japan United States 2017 Global Mobile Games Revenue by Countries China is the largest mobile gaming market in the world
- 5. Governmental Policy Barriers Unique Model and User Behavior Diverse and Fragmented Audiences The Challenges
- 6. •Great firewall – how to get inside the wall? •Required Documents: ISBN, RuanZhu (Chinese Copyright), ICP etc. •Manual Approval Process managed by local government Governmental Policy Barriers
- 7. •Huge Income gap between different cities •Fragmented Android Store with 80% of the market share Diverse and Fragmented Audiences
- 8. •Acceptance of Ads affects apps monetize through subscription •Heavily dominated by BAT: Baidu+Bytedance, Alibaba, Tencent Unique Model and User Behavior
- 9. HOW TO WIN IN CHINA?
- 11. Tencent- NO.1 Social Media Platform Tencent NewsQ-Zone QQ Browser Tencent Video Daily Express • Large reach of various of Chinese, audiences with 90% of social • Tencent owns 50%+ of mobile time spent in China QQ WECHAT
- 12. Bytedance - NO.1 Video and News Distribution Platform • 50% from Tier 1-2 Cities; • 60% of the Audiences are college grad. • Top-up Willingness is very Strong; • ROI of Game Product is very High; Buzz Video Vigo VideoToutiao/Topbuzz
- 13. Baidu – Chinese Google • Baidu Search Engine Controls 80% of the China Search Market • Similar bidding method as adwords Baidu TieBa MAU 300 Mil+ Baidu Browser MAU 130 Mil+
- 15. Local Expertise Campaign Management In-depth Analysis How can China Top Media from Nativex help?
- 16. Facilitate with Government required documents Chinese Audiences Targeting Strategy Pricing and Platform recommendation Monitor Appstore Users Review and feedback Local Expertise
- 17. Day to Day Cross platforms campaign management Cross platform optimization aggressively reducing Cost per Added value localized creative services Campaign Management
- 18. Monthly and quarterly in-depth analytics : performance, market research and competitor analysis Real-time reporting dashboard in English In-depth Analysis
- 19. - Cross platforms Realtime reporting via API integration - Budget & spending monitoring - Audiences Performance Summary - Targeting and Creative Analytics - Competitive Analytics and Appstore Ranking Reporting Dashboard
- 20. Creative Analytics - Finding the Evergreen creative - Gain Learnings for optimization - Gain Learnings on User behaviors
- 21. Take Away Chinese Market is dominated by non-US media companies Understand that the Chinese advertising regulations are unique Work with local media experts Android Stores are fragmented, need publishing partner
Editor's Notes
- Thank you very much for stella’s great insights on the creative difference of west and east, having the right local creative strategy is the key to your campaign’s success. And Joli’s sharing on combating with ad fraud in the mobile industry. nativeX had been combating with mobile ad fraud side by side with all major MMP along with our advertisers on various xxxx Working with the right channel without worrying fraudulent is impertitive when entering a new market.
- China has been a hot topic in the past years, everybody knows china is a sleeping dragon with great potential but you probably don’t know that china is catching up with the us market.
- China is a huge driver of growth when it comes to worldwide smartphone adaption. According to CNG insight in May 2018, China is the largest mobile gaming market in the world contributed more than 35% of the pie. More than double of the US. Everyone sits here, gaming or utility or wellness, if you are not in China yet, you are leaving money on the table.
- With all the great potentials, it always comes with challenges. Some most of the common ones are
- Govermental policy barrier : Chinese government is highly control of what information is exposed to the population. We all heard of the great firewall. How to get inside the wall when we know the business opportunities are knocking. The government require any OVERSEA digital advertising companys to compliance with the regulation, a few docemnts are required ISBN, Ruanzhu ICP in order to advertiser in China. The approval process is relavtiave manuel, and the process is done by Chinese local officials who probably don’t speak the best English.
- China is a big country with 1.3 billion of population. The HHI can be 7-10 times more …… its important to having the right targeting strategy coz you want to target the right audience that high propensity of converting to users with high LTV. China has over 450 android stores since google play is banned. Eeach of the store has unique reach. however, android is not a market you want to give up since it has more than 80% of the market share.
- This is a very interesting abservation I would like to share with you. Chinese audiences are much more accepting of ads than western users. we are more suspicious when seeing an ads especially when we got retargeted!! However Chiense users embrace ads content, my mom doesn’t’ mind seeing the native video ads or clicking them when using her apps. So majority of the mobile app developers monetize through advertising vs subscription. This phenomenon creates challegens when apps monetize through monthly or annual subscription MODLE Some similarity between chian and us market is CN market is heavily dominiated by a few media giants, just like FB GOOGLE takes 80% of the media dolloar. In china, among BAT, it takes over 90% of the market. Which I will share more of details futurher. I promise I am not here to scare you, I am here to help you!
- how to have the win in china? How to choose the right partner and right strategy?
- When FB, GOOGLE, YOUTUBE TWITRTER are banned in china, it has a Chinese version of everything, if not better. Let me share with you how and why each of the platforms can do the magic through the precise targeting capability and strong algorithm built in.
- Tencent is the largest media company in the world, the parent company of several extremely popular apps in china. One of them being wecaht, one of the most powerful apps in the world voted by forbes. It reaches 90% of the chinnese audiences of social. a one-stop portal where users can access an innumerable number of approved third-party services like hailing a cab, buying movie tickets, ordering food delivery, paying utility bills, or sending money to friends. When I was in china last week I asked my mom when was the last time she used cash, she said almost a month ago, because you can live on wechat. Even the street artiest has a huge wechat QR code in front of them, so you have no excuse OF NOT HAVING CHANGE WITH YOU. With the enormuouse DMP data Tencent has, advertisers can target precesuly and scale quickly
- Bytedance is the parent company of tiktok and toutiao, the number 1 video and vews sitribution platform. Douyin is a short-video App with powerful editing capabilities, people use douyin to share receeiptes, lipsycning or funny family videos, which got 100 million users in one year, with more than 1 billion videos viewed every day It offers various ad placements which can be bid on CPC, CPM model through the Toutiao platform.
- Baidu is the Chinese google in terms of Search. It takes over 80% of the market. The platform offers the same adwords targeting and bidding options. All the things you know about google you can do baidu. The only difference is the keywords is government regulated.
- In additional to those large players, there are several mid size platforms, such us chiense verios of the reddit, Chinese version of netflex. , Chinese Tinder. While working with the BATs, its always a great idea to try those upcoming apps/platforms. You need a local marketing expert to be your eyes and ears to understand whats new whats changing in the CN market.
- 1. Nativex has local media planniner an buying team to help you with facilting government account approval, providing localized media plan and audinces targeting strategy. Along with campaign management and optimization to make sure you are reaching your goal at the most efficient cost. But the best part is, one of our services we proviee indepth of analysis, monthly, qly performance, compeitir analysiss, creative learning, crossplatform inights. The opportunity to grow your business in china through china top media is tremedndous and we are here to help you along the way.
- each of the account we have dedicated BD, Media planner, media buyer, campaign campaign manager. I hate to say that but we are pretty much 24/7 on call. With the local account maangment and china based campaign management team, we cover all timezone. Our team works nonstop to optimize aggresivelly meeting your marketing goal. 3. Whats gets better than FREE??? We offer added value locolizsed creative service. Our 20 people in house creative and producers work close with the campaign managers to build and refresh the creative on weekly basis.
- Most of our partners find our analytics and insights are the most valuable data they can get when entering to the CN market. Our team share monthly, qly report with in depth campaign perfroamnce insights , market and competitor anatlyics. From here, I want to hand it over to our VP of product Jake to provide more information.
- Due to the time everygreen creative,