Justyn Lucas, Head of Demand at Appcoach, on How to Succeed in Chinese App Marketing

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- Appcoach - navigate & win the Asian mobile market

With over 20 years in the industry, Justyn is an expert in combining mobile, data and ad-technology to deliver global user acquisition strategies. At Appcoach Justyn maximises clients’ mobile performance through multi-territory UA campaigns. Experts in Asia, Appcoach and Justyn are helping more and more Western advertisers navigate and win the Asian mobile market.  For more follow Appcoach @AppcoachS and Justyn Lucas @justynlucas

What is Appcoach and how are you positioned in the market?

Appcoach is a technology-enabled mobile performance marketing agency.

We develop global user acquisition strategies by incorporating local advertising initiatives including media planning and buying, search and social optimization, and creative localization for our clients UA campaigns.

Our product portfolio, Appcoach Market, Appcoach SSP and Appcoach Ultron enables advertisers to develop their presence at scale and for publishers to monetize their traffic effectively in global markets.

What types of clients do you work with?

Approximately 50% of our clients are global gaming companies and the other 50% of our clients are from leading app verticals including; e-commerce, travel, dating, utilities and tools.

What geographies are you focused on and where are you seeing the most growth?

Appcoach is a Chinese owned and headquartered company that has 3 separate offices across China and a further 7 regional offices across the world. We are currently seeing the highest worldwide mobile growth in the Asia marketplace and China in particular. This has formed our current Western market business strategy: in taking Western advertisers in to the Chinese and wider Asia region marketplaces.

What are your main tips for successful mobile app marketing?

1). Localization of your app and advertiser copy in the language of the region you’re targeting
2). Collaborate and work with local analytics partners and providers
3). Test launch on iOS and be prepared to scale your campaign after assimilating the test results.

What are the biggest challenges app developers face when they come to the Chinese market?

The biggest challenge most advertisers face when entering the China marketplace is that there are no Western digital publishers. There is no: Facebook, Google, Twitter, Amazon, e-bay etc. However, all of these services are represented and even bettered by local Chinese companies such as Tencent, Alibaba, Baidu to name a few.

Another major challenge for advertisers in the Chinese market is that there is no Google-Play App Store for Android users so Android developers must partner and use multiple (10 or more) 3rd party independent Android App stores.

However, Apple iOS App store is available in China and with China being by far the largest iOS country in terms of users (c. 178million iOS DAU’s) the opportunity for Western advertisers is extremely considerable.

What business verticals are the most lucrative in the Asian affiliate marketing space?

Gaming and e-commerce continue to hold top positions in Asia. In recent months we’ve also seen video social dating apps becoming a lucrative rising star to watch. In the context of Chinese market, streaming video apps, such as Momo, are growing dramatically in terms of volume and revenue. Over the next 12 months, we’re likely to see dating apps in Asia spending large amounts of marketing budgets to re-brand as video-heavy social apps.

What impact do you see on app monetization from the use of machine-learning technology?

The use of machine-learning on app monetization means greater efficiency and the highest eCPM for publishers. Appcoach’s Self Serve Platform and own publishers SDK via Appcoach Market uses advanced machine learning and propriety algorithms to maximize revenues for our clients.

What kind of people work with you in the team at Appcoach?

Smart, intelligent and hardworking individuals. In our UK office we have employees from across UK, EU & Asia that are multi-linguistic so we are able to speak & communicate with advertisers in 7 different languages including Spanish, Portuguese, Italian, French, Russian, Chinese & of course English.

What mobile devices do you use?

I was an early adopter of the iPhone and have stuck with this device and OS ever since. It’s quite hard to leave behind the iOS ecosystem once you’re fully on-board!

What are your favourite apps personally?

BBC Sports, Uber, Spotify, WhatsApp, WeChat (for business) and I’m currently quite addicted to the FGOL game – Hungry Shark Evolution along with my kids.

What are your thoughts about robots coming into our houses to help us out? Is it a good / bad thing? Would you buy one?

I think we are quite a way off autonomous robots entering our homes. However, I am a keen supporter of new technologies and especially technology that saves time or hard work at home. I’ve actually previously tried a robotic garden lawnmower however, this was a little disappointing in my experience, in my garden at least, so we swapped back to a petrol mower instead.

Thanks Justyn and great talking with you – you can find out more about Appcoach here