Seizing the Trends in Emerging Markets

[Music] thank you [Music] we have three more talks on this uh Global Trends session and the next one is talking about Emerging Markets so um I believe we have a representative from pangol who's coming to the stage hello there sorry try to do too many things at once um brilliantly managed to lose my script at the same time as I was I was talking I was like I can't hear it yeah that's fine okay cool okay so all right I should just stand right you should stand

right here uh Maria and you've got uh yes there's your thing there you can see your notes Here and you've got 20 minutes and and you know take it on if we could take seats guys we're gonna kick off again uh uh right maybe let's wait for like a minute so yeah we're well ahead of well ahead of time so I'll get people to go there's lots of uh it's been a busy morning how are you doing so far good thank you good good it's my first uh see about online this time okay in London yeah the first live one yeah so it's it's it's it's all it's all different isn't it um I'll I'll uh I'll ask I'll ask people to take a seat and then I'll leave you a station to you cool guys all right I think I think make a start and we'll funnels people in you're gonna come sit down that's it um okay hopefully you can hear me well

yep great um hi guys my name is Maria I'm from Bangor for those um just trying to move um it doesn't work um yeah so for those who don't know what Bengal is which I hope a lot of people of you know what it is so it is a network of tick tock for business and you can see that our total Dau is 700 million and uh daily request is 115 billion and then we work with more than 100 000 apps globally um and then there's like a little chart uh for you just to see how we work so you can see that the tick tock and Bengal we kind of have the similar situation in terms of the work with teams so how are you being served and the help we are showing to you so yeah it's basically like a little thing for

you to see our structure um and then um uh I think basically everyone thinks that uh us is uh us and Europe are the fastest growing markets but to be honest uh in the latest year especially like the last year 2021 you can see that um Europe and North America were actually uh the ones uh who were dropping and you can see that Latin America Middle East and Africa and uh Asia Pacific these are the markets that were actually growing a lot um so yeah basically think about if you are missing these markets and if you are definitely think about it because it makes a huge chunk it's basically 58 of the global Revenue um and here you can also see that the Emerging Markets are growing not only by amount and like traffic and requests it's also growing by Roi so you can see a good example here on like China and

Korea and Japan you can see that the these markets are growing really well so definitely think about them in the way of um on on the UI side and monetization side so if you are not working with them definitely push for it um and then um basically to the next slide is um uh how to utilize um all those markets and like what to keep in mind uh working with the markets uh you can see that um each of the regions has some of the peak times uh during the year that you should uh remember and uh um kind of like um align with your strategy around these timings so for example you can see that in latam there are eight times per year uh where the would-be Peaks there are a couple of times per year I think is as in every Market uh like in U.S and Europe you can see that um there are like bigger Peaks so that would be we can come back to that a bit a bit later so I can show you

uh what actual months you should look at but overall it's eight times per year then Mina region is six times and then southeast Asia is four times per year um so yeah let's proceed to APAC region um and then look a little bit on uh shopping and gaming and live streams so um coming to the gaming streaming you can see that it's becoming super popular now I think it's no doubt that everyone knows that and you can see that 50 of global live stream users are actually coming from China and you can see that it's estimated that gaming live stream Revenue growth will be growing for almost 146 percent in from like if you would estimate it from like 2018 to 2023 and then another estimation is uh that that the market size will increase in southern South East Asia in 2020 to 2023 for like 300 percent so

definitely definitely look at those markets um and then to the next one um what are like the times or the or the uh dates that you should be looking at the Southeast Asian markets um it's growing um like the e-commerce um uh uh e-commerce Mega sales uh they're happening um around like four times a year so you should definitely remember nine nine ten ten eleven eleven and twelve twelve these are like the timings when you should uh kind of like invest more and onto your UI because and then obviously you will get more on the administration side because um if where basically like this data is coming from pengo ad requests so you can see that there is a huge Spike uh starting from like the fall season and coming into the Christmas season um because um in those markets um people are promoting so much uh Ecom by live streams so it definitely grows

the ad requests um if you're a gaming company obviously you're thinking how does it benefit me um so you can see that obviously because the traffic grows there will be more ad requests you will get more money um basically after the you fill all those all those ad requests so you can see that the above so the average level uh kind of like grows much more so um yeah it's definitely worth looking at it um and then another thing that you can uh that can help you to work with the with all those uh time periods is basically our new format of open ads you can see that uh the companies who use the the open app open ads for um for their games and like apps you can see that they perform much better especially during these Seasons

um if you compare it to like the usual um at four months like rewarded videos on or interstitial or Banner so you can see that for example app open ads are working in terms of week over a week ecpm value you can see that it's 132 percent um growth and if you compare it to like rewarded videos it would be like almost 100 more that you can get uh ecbm wise and then if you look at year over year it's still like a quite a steady growth so um yeah I know it's like not that popular of a format in European market because of retention and all of those concerns but uh definitely if you have some time or room um for those like tests uh definitely try and check it out actually if you look at Tick Tock um sometimes if you open the app you can see those ads so yeah they're working pretty well um yeah just nice nice to think about like testing them they are super super popular in Asian market

and again um app open ads you can see that they generate 2.5 Revenue uplift um if especially like if you look day by day in the example is of the simulation game on iOS in East Asia so you can see the day by day is just growing uh bit by bit and you can see that if you compare it to again interstitial banners and rewarded video rewarded ads you can see that the the growth is kind of more substantial and then to the next Market Mina and latam so obviously the Mina Market is very different to Asia and they have their own holidays they have their own Peaks and we did a little graph um again looking at ad requests and we compared two years in a row so if you look at 2020 and 2021 you can see that

the Peaks were basically the similar ones because in this in this like I mean a big Market of Mina you can see that during the Ramadan the this is kind of like the biggest holiday for the year and you can see that the Peaks are repeating each year because people are spending so much time um playing games or like using some apps and they are obviously um uh will be picking in that way you can see that the top downloader genres are Runner um some of the creative sandbox board games simulation Sports all of those and then a little bit more of like when during the day you would expect this growth so usually because of of the Ramadan uh in the morning or like until the sun sun sun sets you can see that people are kind of coming they're like working and uh being humble during the day and then

closer to the evening they would um uh again use the use the apps play games and you can see the huge Peak uh coming like after around like 3 P.M I would say um yeah so definitely if you are buying traffic and like you are investing into UA definitely do try and test it out on the different times of the day um and then again like a very very different Market uh Marquette Brazil Mexico you can see that they're very similar into in like culture wise but you can see that because it's a little bit backwards for Brazil it might be winter holiday for Mexico it's going to be summer holiday so you can see um that even though it's different like season wise but um the holidays and picks would be the same ones and again looking at 2020 and 2021 you can see the similarities um showing so definitely um yeah just be be aware of this is

analysis in every Market because I think they are playing crucial role um and uh it's it's really nice to follow those and again back to the downloaded top downloader genres you can see the kids games action puzzle uh creative sandbox driving Etc and then again going back to the Peaks uh during the day so in Brazil it would be kind of similar I think to the most of the world so you can see that um during the like afternoon to the evening people would have like come come from work and then have some chill time and then use Abs play games and just enjoy themselves but in Mexico it's actually a very different situation um probably lunch breaks it's hard to say why it's definitely working like that but looking at our ad requests and we actually supported that months to months it's actually very similar and

you can see that uh during like during the day I would say they are mostly using uh apps and playing games and uh yeah just enjoying themselves to be honest um and then again a little bit about us as well how you can work with us how um like what do what do we offer um so you can as I said before we are the network of tick tock for business so you can get full access to tick tock for business um you can uh we do both bidding and waterfalls so uh whatever is your best uh strategy you can uh use both um you can even do the Hybrid models which is which whichever is easiest for you then we have all the ad formats like all the standard ones that everyone does so rewarded banners interstitials and app open ads as I also mentioned and you can buy UA on pangol as well which is working really well for some some markets and some gaming clients and then

on the UI side obviously we have a really good algorithm um unique traffic in some Emerging Markets uh have event optimization playable ads and so much more and also like really really good support from both our teams modernization and UI and then this graph is basically showing that we're working with lots of different genres of games with the gaming companies all over the world and um yeah just just for you like a little peek into our uh game game sphere and then there are some markets that were also like live on it's basically all the markets we are working with right now uh hopefully uh much more to come we're working really hard on that but right now these are like all of them and I would say that top markets are Asian like Japan Korea Taiwan and then you can see that we also work with Canada

and then Australia New Zealand from like those more like tier 2 tier one countries and then obviously southeast Asia emea and Mina um and then one of the examples which I think shows really uh well on our business for example um you can see that in Japan and South Korean southeast Asia it's like a picture of 2021 and you can see the growth so for example starting from Japan and Korea you can see that it reached 110 million uh in terms of the Au reach and then uh 80 of top free gaming apps use Pangolin Japan the sca is 228 million the Au reach and seven main countries that we are working already with in that region and then Mina is 107 million reach and then 15 countries in the region are supported and the last but not least is latam 900

195 million the Au and then we are actually already covering 75 percent of all of the Brazil internet users which is kind of Awesome um thanks so much uh if you have any questions catch me on the floor I'll be happy to help you to talk to you and uh yeah explain everything that you might have questions about thank you wow that's very quick thank you yeah three minutes yeah I have to I have to fill those two minutes I have to talk to you three minutes first right yeah I'm going to chat to you a little bit but um that was really fascinating I was trying to take pictures of all that and go there's loads of data so that we will make these slides available afterwards um I'm really interested because you you Emerging Markets are a lot of things you talked about APAC which obviously very established Market biggest part of the I think biggest region of the games is for some time what are the Emerging Markets uh you know are you most excited about what you think has the biggest potential I mean is it Mina is it latam I wouldn't put like I think China and Korea are pretty established now where do you

which Market do you think is most interesting at the moment um I think we think as a business that latam is growing really fast and uh it's very nice Market to invest in and if you look at a lot of gaming companies they are already like kind of like step ahead and they are invest into it they're making games they're definitely uh translated the games into like Spanish and Portuguese so this is definitely a really good market so like Brazil and Mexico I would say like the top two countries and then Mina is obviously like I actually had a um I've read that Mina was one of the top countries to like by investment amount yeah so it's actually like again another emerging market that you definitely should work it's a huge market like Saudi and UAE yeah and um Brazil and Mexico on that side okay fantastic okay um okay I think I mean I think that's you've answered questions um yeah I I really thank you for the this week it was really good you you pulled people in you were so good that's

great I'm gonna let you let you let you thank you Amanda pause please uh thank you very much [Applause]