About 100 app developers and
marketers gathered at the developer seminar in Tokyo last week, to learn about
the latest trend and tips on global promotion and monetization for apps.
The seminar (hosted by HatchUp
Co,. Ltd.) was titled “Super seminar for App Developers - learn the latest
trend in smartphone advertising and tips on global promotion and monetization,”
with speakers from InMobi, Millenial Media, Google and United; and each speaker
presented the latest trends, tips, data and stories behind the successful app
promotions. After the seminar, the
speakers and the developers exchanged opinions and their interest in oversea
The seminar program:
InMobi: “Global trend in smartphone
ad and the latest case studies”
Millennial Media: “The
latest trend and tips in monetization in USA”
Google: “App Monetization – is ad
United (CocoPPa): “The
path to 15 million download and the next step for further expansion"
InMobi’s Yoshitaka Shinohara
explains the 4 points of global monetization.
InMobi “Global trend in smartphone ad and the latest case
Director of Business
Development of InMobi Japan talked about the importance of delivering ads based
on user segment, trying various ad formats including new formats such as native
ads, and integrating mediation tool which enables multiple ad networks. He also
mentioned the possibility of rich media brand ads on apps by audience targeting,
which brings higher revenue.
Millennial Media “The latest trend and tips in monetization in
Millenial Media focused on scaling
revenue by expand ad/rich media ad, finer user targeting, ad formats and tablet
inventory. Interestingly, both Millenial
Media and InMobi strongly suggest that effective ad format such as
interstitials should not be intrusive for app userse, and inserting such ads at
the beginning, at transition screens, at the ending might be effective and
Google (admob) “App Monetization – is ad monetization obsolete?”
Mr. Sakamoto, Mobile Business
Strategist at Google, strongly suggested that Japanese quality app developers
should go global by proactively localizing apps, given the situation of
Japanese market becoming more and more competitive with global developers
coming into the market. He also pointed out the importance of combining
different ways of monetization such as ad, in-app-purchase and external own
media, and also stressed the necessity for smaller developers to collaborate
with other companies with different strength.
United (CocoPPa) “The path to 15 million download and the next
step for further expansion”
Mr. Teshima, Executive Officer
at UNITED, inc. – who isresponsible for the globally popular app “CocoPPa”,
told the story behind its success of reaching 15 million download worldwide and
their prospective. The story of how much less they paid to localize CocoPPa for
their first oversea launch and how the app picked up just by localizing it was
very encouraging to those app developers at the seminar.
Most of the developers stayed
after the seminar for networking and enjoyed their chance to talk directly to
the speakers and it was the day to feel the strong interest in going global
from Japanese developers.