Ep 200: Special edition – App marketing trends across the globe

In this special 200th edition of our Apptivate Podcast, co-host Patrick Eichmann interviews three of Remerge’s regional directors in an insightful discussion about app advertising trends across EMEA, Japan, Korea, and INSEA. You’ll learn about the regional differences and strategies used across various app verticals. You’ll also get local insights on retargeting and mobile privacy. This episode features Hide Cho, Regional Director for Japan and Korea, Kate Taganova, Director of Sales for EMEA, and Maria Latif, Regional Manager for INSEA.

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• What app verticals do you mostly work with in your region?
• What trends are you seeing for app businesses in your region right now?
• What have you learned about retargeting in your region?
• Is mobile app privacy viewed as an important topic in your region? What are people saying about it?

• 1:54 Introductions to Remerge’s regional directors
• 4:21 Popular app verticals and trending topics in EMEA
• 6:01 Popular app verticals and trending topics in Japan and Korea
• 8:03 Popular app verticals and trending topics in INSEA
• 10:30 Retargeting in EMEA
• 13:13 Retargeting in Japan and Korea
• 16:09 Retargeting in INSEA
• 20:13 Mobile privacy in EMEA
• 22:05 Mobile privacy in INSEA
• 24:27 Mobile privacy in Japan and Korea

(4:40-5:19) Kate - EMEA:
“App businesses are constantly pushing boundaries to find cost-effective and efficient ways to re-engage their move valuable users, and there are also different goals for different verticals. For gaming, for instance, it’s important to explore strategies to re-engage users post-install with a focus on maintaining engagement, building loyalty, and also increasing lifetime value.”

(14:16-14:32) Hide - Japan & Korea:
“What we sometimes see is a lot of collaboration. Let’s say a specific game does a collaboration with an anime character, a Disney character, or even specific brands. During these collaborations, game developers want to really push their advertising spend, including retargeting.”

(8.41-9.09) Maria - INSEA:
We’ve seen finance apps really taking off. One of the reasons for that is there is a big push across SE Asia for cashless payments, but we also see a trend in microloans as well. Micro loans are really cool in a sense that they actually empower underserved communities and businesses where traditional banking has not reached them yet."

7.22-7.45 Hide - Japan & Korea:
Before, we saw a lot of smaller, independent gaming companies publishing new games, and an app is a great way to access many different markets. You develop a great game, put it on the Google Play Store and you reach users all around the world, but marketing it takes a lot of knowledge and financial muscles – so we’ve started to see this consolidation of gaming companies.