In Part 1 of this series, we made a pretty compelling argument why developers should take a closer look at SEA, China and India as huge market opportunities, but allocating budget is only half the battle. The other half lies in being smart about how to optimize your campaigns for success, which is why we’re going to take a stroll down “Best Practices” memory lane, that work in all geos, but particularly well in these countries.
If you’re looking at running test campaigns in these markets, you should know that English creatives do actually perform well. That said, most advertisers have had improved performance by localizing their creatives. Here are a couple of top creative examples:
(Top Creative on iOS in China)
Advertisers typically think first about Western markets when planning their next campaign but it’s always worthwhile to take a step back and consider the next areas of opportunity. This is why we’re going to shift our focus to the Golden Opportunity that is Southeast Asia (SEA), China and India. We’re excited about these regions for advertisers, and here’s why:
Regions on the Rise
It’s widely known that emerging markets are the main driver of global smartphone and mobile tech growth. According a recent report from the market research agency GFK Asia, intensifying demand drove smartphone sales across the region to surge 61% last year, showing the adoption of smartphones continuing to grow in SEA, China and India at breakneck speed.
Soaring smartphone ownership and usage is presenting a huge mobile opportunity in these regions, and as this growth picks up momentum, mobile will play an increasingly critical role in shaping the future of commerce in SEA, China and India where smartphone owners are relatively receptive to mobile advertising. With such a highly developed smartphone market, these markets prove to be an ideal test-market for developers to launch new games and distribute successful models to win the hearts of their target audience.
Here’s a breakdown of iOS/Android mobile market share on the Chartboost platform during May 2014:
CPIs on Chartboost grew a modest amount for both Google Play and Amazon. CPIs for iOS, on the other hand, fell for both the iPhone and iPod while staying the same for iPad. While we’ve seen strong growth in CPIs for iOS devices over the past several months, it’s normal for them to level off in the summer. In that vein, the contraction observed in June wasn’t altogether unexpected.
We’ve been quietly testing out our new Queued Analytics system and because it’s been received with much fanfare, we’re excited to roll it out to everyone today. The Queued Analytics system quickly processes and delivers some of the biggest reports our partners request on a daily basis including Group by App, Group by Creative, and Export Installs reports for any advertising or publishing campaign.
The Casino and Card categories are amongst the most popular on the Chartboost Network. We receive frequent requests for more information on how to refine advertising within these categories and want to share best practices with you, which is based on the top campaigns with live Chartboost data.
Casino and Cards have incredible retention and monetization rates. The casual gameplay allows users to quickly pick up their devices and play during the few extra minutes of their day. This often results in multiple bootups per day for engaged players, which equates to more opportunities for you to monetize with them.
Knowing what works best with these players can help you navigate the categories and target players in an intuitive way that helps create excitement for your game. Following best practices could make the difference between your creative being fun, versus an interruption to gameplay.
The Chartboost Network saw solid CPI lift in May for all device types, with a lot of activity across various countries. Some countries had spectacular growth…
We’re expanding our platform with three new beta products aimed at helping mobile game developers monetize through deeper player insights and better communication. Let’s dig a little deeper into each:
Post-Install Analytics & Retargeting
As the cost of acquiring a player continues to rise, developers are increasingly becoming more reliant on boosting the value of existing players. By using a fresh new set of data pulled in by our Post-Install Analytics (PIA), developers will be able to understand more about their existing players’ habits inside of the game–in other words, understand where their most valuable players come from, tracked back to the Chartboost campaign that delivered them. Know where to allocate more resources to get their players to “stay and play.” PIA shows developers how engaged their players are and how they’re monetizing–by improving these key levers that PIA provides, developers can make their games much more profitable.
Wreckman: Rise of a Hero, is the first release from the Big Ball Studio since their team attended the inaugural session of Chartboost University (CBU) as part of Immersive Interactive. At graduation the Immersive team noted that the lessons on backend structure, player evolution, and monetization were the most important and effective new practices they learned.
With the release of Wreckman in the iTunes Store, we thought it would be a great time to catch up with Rubén Soriano, CEO of the Big Ball Studio, congratulate him, and of course see how the learnings he gathered at CBU helped develop the final game.
Back in February, we introduced Audience Size Indicator to help you visualize the reach of your campaigns based on your targeting choices. Since then, we’ve gotten some really positive feedback that ASI has led to more efficient campaign targeting, which is why we’re helping you take one more step towards smarter targeting with Bid Assist. No more “bidding blindfold” — Bid Assist takes the guesswork out of what bid you should place using our proprietary algorithm tailored around your specific campaign. No templatized or general suggestions given here!
Advertisers (and Publishers) now have the ability to include or exclude app categories within their campaigns. Category targeting can help you identify top performing creatives by app category and discover the best practices behind their performance. Take the Strategy genre, for example. We have a strong set of Strategy games advertising on the Chartboost Network and we’ve analyzed their creatives to find a few best practices that can apply to other categories. Here are some common themes amongst top performing Strategy game creatives:
Customize the call to action
Tailoring your call to action can give better impact than a simple “Get it now!” button. In Strategy games you can ask players to “Join the Battle” or “Fight With Us” which puts the focus on the gameplay instead of reminding players of the tedium of installing or price sensitivity.