The IAA overseas market is currently undergoing a major shakeout. Not only are developers entering the field in droves and applications trending towards medium to heavy development, but ‘latecomers surpassing predecessors’ is also frequently witnessed. For an IAA product to succeed, efforts need to be made not only on the product itself but also in terms of buying traffic and marketing rhythm. How to choose the right market? How to reduce marketing costs? How to maximize monetization revenue? How to extend the product life cycle? In this issue, NetMarvel will focus on [Eight Questions on the Road of IAA Overseas Expansion] and provide answers one by one, offering monetization solutions and reference directions for IAA developers.
Q1: If we were to divide the development stages of IAA’s overseas expansion, how should it be divided? What stage are we currently in?
NetMarvel has been engaging with numerous IAA game developers who express interest not only in the budget allocated to mid-core and heavy mobile games but also in the advertising budgets of e-commerce, tool, and social platforms. NetMarvel possesses a substantial advertising budget, with mobile games holding a dominant position, and its overall potential significantly exceeds the market average. Over the years, NetMarvel has actively expanded into various app budget types, including e-commerce, social, entertainment, finance, travel, and tools, as well as brand budgets in beauty and automotive sectors. Developers value our ability to integrate resources. In Q4, developers are paying more attention to North America, Brazil, and Southeast Asia. How is the monetization capability in these markets? Developers focus more on individual data such as eCPM and ad fill rate in regions like North America, Brazil, and Southeast Asia to judge the monetization capability of their products in those areas. Taking Brazil as an example, the eCPM for rewarded videos in the region is generally between 3 to 6, with a daily fill rate below 8%. In contrast, products serviced by NetMarvel can maintain an eCPM of around 12, with a fill rate above 20%. It is recommended that developers group countries with significant eCPM price differences and set tiered prices from high to low for each target country. NetMarvel believes that improving monetization relies not only on traffic channel coverage and diversification of advertiser types but also on the development of diverse ad formats, in-depth segmentation and insight into the preferences, behavior paths, and habits of the target audience, and the deployment of appropriate in-app ad forms to increase user stickiness and capture user time, which are key to enhancing monetization. Facing an increasingly competitive environment, what strategic adjustments should enterprises making a global impact consider? Although IAA products are simple and limited in gameplay, preferences in various target regions still differ. Advertisers need to delve into various aspects such as popular media materials, main promotional styles, local customs, and user preferences in each region. The difficulty of data backflow for IAA products has long been a pain point for many developers. What targeted solutions are there? eCPM and LTV are the lifelines of IAA products, but in recent years, these values in overseas markets have not been very satisfactory. At this moment, improving efficiency and revenue in the advertising环节 is key to breaking the deadlock. The necessary means to increase the return on advertising investment is data backflow, followed by analysis and optimization adjustments. After an ad plan is launched, it can quickly identify high-value and low-value users within a few hours. Relying solely on the professionalism of the advertising personnel for analysis is inevitable.
Generally, people don’t do this much. Developers mostly choose the data middle platform to transmit data. The middle platform sets the user ratio according to the specific values transmitted back and the ROI set by the developer. Finally, a new key behavior placement quotation is output. Such a result is more scientific. Q7: Are there significant changes in the main overseas IAA track placement channels this year? What impact does it have on the market? A: For IAA applications, a large amount of exposure will bring more natural traffic. The increase in natural flow will promote the ranking of application store lists and achieve a brand effect. Because NetMarvel suggests that in the early stage of IAA product placement, channels can be widely opened. In addition to mainstream traffic platforms such as Meta and Google, medium and long-tail high-quality traffic should also be covered. Choosing an integrated marketing platform with its own real traffic pool and aggregating global high-quality SDK resources is a good choice. At present, the number of in-app users of NetMarvel’s own products has exceeded 5 million+, which can completely ensure 100% real users. Q8: NetMarvel has focused on overseas App marketing development for many years. What is the solution for IAA buying volume marketing? A: The buying volume solution for the IAA category can be summarized in three points: [Key event buying volume + leveraging platform data transmission + refined operation]. The first step is to place key events, which can be user clicks, user passing levels, next-day retention, per capita display rate, game stay duration, and the frequency of watching incentive videos. The core principle of placing key events is to’select behaviors strongly related to first-day ARPU and next-day retention’. The second step is to transmit data through a programmatic advertising data platform to achieve SDK transmission, API transmission, monitoring and attribution, improve the efficiency of the entire link and the correctness of the adjustment plan. Finally, it is necessary to conduct’refined operation with users as the core’, distinguish the value of user groups for user stratification, and achieve precise reach and’mental education’ through point-to-point attacks.
