What app marketers really need to know now[インタビュー] – Exchangewire Japan

If you work in the app advertising industry and have attended events or seminars, you are probably familiar with Tatsuo Sakamoto, head of Japan operations at Moloco LLC.

Mr. Sakamoto, who is highly recognized in the industry, has written a book called “Textbook of App Marketing from “User Acquisition” to “Monetization” for Business Using Apps” ( ‎Nippon Jitsugyo Publishing) will be published on October 20th.

We spoke in detail about the content of the book and the background behind its writing.

(Interviewer: Tomoyuki Noshita, ExchangeWireJAPAN)

-Please tell us about the outline of your book.

The title is “From “user acquisition” to “monetization” for business using apps – Textbook of app marketing.”
The intended readers range from beginners who are experiencing the app business for the first time to intermediate users who have experience but want to learn more systematically.
I wrote this with the goal of being able to gain about 80 points of knowledge about the business side of smartphone apps just by reading this, and to install the necessary way of thinking into your brain.

– Mr. Sakamoto, a practical person, why did you choose to write this book? Please tell us about your background.

Although there are many books on smartphone app development, there are few educational materials that systematically teach business aspects such as user acquisition and monetization.
As I work with many app companies, I often get asked, “How can I get new employees to learn app marketing?” or “I always read Mr. Sakamoto’s notes and study.” There were many times when I was told that there were no teaching materials available.

On the other hand, we have seen that many app companies still suffer various forms of losses due to a lack of basic knowledge.
For example, you may be allocating your budget suboptimally because you cannot compare advertising media on the same scale, you may be missing out on opportunities that could have doubled your advertising revenue if you did it right, or you may not be able to spot when you are wasting money on ad fraud. .

As a result, even though we are creating good apps, we are not achieving the maximum business results, and we are losing market share to overseas companies. The desire to do something about this is the main driving force behind my writing.

– Mr. Sakamoto, please tell us what you most want to emphasize in your book.

The theme on the front is “Get the right knowledge and maximize your app’s growth potential,” and the theme on the back is “Eradicate ad fraud.” Creating a great app is extremely difficult. It requires not only planning and technical ability, but also artistic ability, timing, and luck. I myself have released an app in the past that was a big flop, and I have a lot of respect for people and companies that can create good apps and services.

On the other hand, when it comes to app promotion (particularly digital advertising) and advertising monetization, anyone can get around 80 points just by following the theory, but on the other hand, if they fail to follow the theory, there is an extremely high chance of losing opportunities. It has the property of being put away. Aiming for 80 to 100 points requires skills such as statistics, data science, or high-quality creative production, but you can reach 80 points just by acquiring knowledge.

Once you reach a score of 80, you will be able to spot ad fraud and make a decision not to use it. If all marketers in the app industry had 80 points of knowledge, ad fraud businesses would theoretically not be able to survive.

It would be too risky for me to criticize “that network is ad fraud” or “that agency is selling ad fraud,” and since I myself work for a DSP company called Moloco, it could be taken as positional talk. Also, when new ad fraud appears, we have to crush it one by one. Rather than taking such symptomatic treatments, I think it would be better for Japanese app marketers to develop immunity through knowledge.

-What kind of people would you recommend it to?

There are three.

The first one is right in the middle: those involved in app promotion and monetization. This includes not only people within app companies but also advertising agencies. Especially for those who are involved in app marketing for the first time, I would like them to pick it up first, like the Dragon Quest map. Of course, it is also recommended for intermediate level users to further deepen their knowledge.

The second is the management level of the company that operates the app. This is because it is difficult to manage risks and set goals without knowing the points to be evaluated and the pitfalls. In Japan, there are especially TV commercials, so I think there are many cases where people who are not familiar with digital advertising or app advertising are appointed as CMOs of startups that are accelerating by raising large amounts of money. That’s fine in and of itself, but it’s too big of a business risk if you don’t know what people are doing on the ground, or if you press the wrong button, you don’t notice.

This is an awareness of the issues that I have felt as I often talk to the management layer of startups through angel investments and conference management.

The third group is people who have been in the app advertising industry for a long time. There are many proper nouns that old-timers will nostalgic for, such as the rise and fall of Japanese-made tracking tools, ad networks originating in Japan, review sites, and boost ads.

-How can I specifically get a book signed by Mr. Sakamoto?

Mr. Sakamoto is often thought of as a free-spirited person, but he usually acts like an office worker. I go to the Shibuya office almost every day. So, if you let us know in advance via SNS etc. and come near the office, you can take a break from work and come and sign autographs. If your company purchases 10 or more books, you can discuss benefits such as holding in-house study sessions or speaking as a guest at an event. It also fits the purpose of spreading the knowledge of proper app marketing.

First of all, do you need a signature…?

– Please tell us about the current challenges in Japan’s app marketing industry and what should be done to solve them.

There are various issues, but I think the biggest problem is that in the large market of Japan, users’ disposable time and disposable income are being taken over by foreign companies. However, unlike mobile operating systems and app distribution platforms, content on the platform can still be reversed. If you acquire the right knowledge and invest correctly and actively in monetization and promotion.
On the other hand, if we don’t do this, there is a sense of crisis that the apps that Japanese people use are all made overseas, and there are almost no apps that originate from Japan that can win overseas.

Again, it’s the issue of ad fraud. Japan has suffered the most damage from ad fraud among developed countries, and the money of app companies and investors in app companies is not only not being used appropriately, but is also being diverted to anti-social forces.

What I can do is make the knowledge I’ve accumulated over the past 10 years accessible to everyone. I believe that if everyone involved in the app business picks up this book and gains knowledge, and if their actions from tomorrow become more correct, Japan will change for the better.