{"id":3119,"date":"2023-06-13T08:16:59","date_gmt":"2023-06-13T08:16:59","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=3119"},"modified":"2023-08-15T06:47:17","modified_gmt":"2023-08-15T06:47:17","slug":"iap%ef%bc%88in-app-purchase%e3%81%be%e3%81%9f%e3%81%afiaa%ef%bc%88in-app-advertisement-%e3%81%aa%e3%81%9c%e4%b8%a1%e6%96%b9%e3%81%a7%e3%81%af%e3%81%aa%e3%81%84%e3%81%ae%e3%81%8b%ef%bc%9falien-inva","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/ja\/2023\/06\/iap%ef%bc%88in-app-purchase%e3%81%be%e3%81%9f%e3%81%afiaa%ef%bc%88in-app-advertisement-%e3%81%aa%e3%81%9c%e4%b8%a1%e6%96%b9%e3%81%a7%e3%81%af%e3%81%aa%e3%81%84%e3%81%ae%e3%81%8b%ef%bc%9falien-inva\/","title":{"rendered":"IAP\uff08In-App-Purchase)\u307e\u305f\u306fIAA\uff08In-App-Advertisement) – \u306a\u305c\u4e21\u65b9\u3067\u306f\u306a\u3044\u306e\u304b\uff1fAlien Invasion\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u30ab\u30b8\u30e5\u30a2\u30eb\u30b1\u30fc\u30b9\u30b9\u30bf\u30c7\u30a3"},"content":{"rendered":"\n

Download the PDF version of the case study<\/a><\/h4>\n\n\n\n

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\"\"<\/a><\/figure><\/div><\/div>\n\n\n\n
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\u5f53\u793e\u306fMulticast Games<\/a>\u306e\u4e3b\u529b\u30b2\u30fc\u30e0\u3067\u3042\u308bAlien Invasion:RPG Idle Space<\/strong>\u306e\u30a2\u30e1\u30ea\u30ab\u56fd\u5185\u306eAndroid\u30e6\u30fc\u30b6\u30fc\u7372\u5f97\u3092\u652f\u63f4\u3057\u307e\u3057\u305f\u3002Multicast Games\u306f\u3001\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u30ab\u30b8\u30e5\u30a2\u30eb\u30b2\u30fc\u30e0\u306e\u958b\u767a\u4f1a\u793e\u3067\u3042\u308a\u3001Stickman of Wars<\/em> \u3084 Fish Idle\uff1aFishing Tycoon<\/em>\u3068\u3044\u3063\u305f\u30d2\u30c3\u30c8\u4f5c\u3092\u6301\u3061\u3001\u4e16\u754c\u4e2d\u306e\u4f55\u767e\u4e07\u4eba\u3082\u306e\u30e6\u30fc\u30b6\u30fc\u304c\u697d\u3057\u3093\u3067\u3044\u307e\u3059\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u76ee\u6a19<\/h2>\n\n\n\n

\u30a2\u30a4\u30c9\u30ebRPG\u3067\u3042\u308b\u3001Alien Invasion\u306f\u3001IAP\uff08\u30a2\u30d7\u30ea\u5185\u8ab2\u91d1\uff09\u3068IAA\uff08\u30a2\u30d7\u30ea\u5185\u5e83\u544a\uff09\u306e\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u306a\u53ce\u76ca\u5316\u30e2\u30c7\u30eb\u3092\u4f7f\u7528\u3057\u3066\u3044\u307e\u3059\u3002\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u306a\u53ce\u76ca\u30e2\u30c7\u30eb\u3067\u3042\u308b\u305f\u3081\u3001\u30a2\u30d7\u30ea\u5185\u306e\u30e6\u30fc\u30b6\u30fc\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u3092\u793a\u3059\u30c7\u30a3\u30fc\u30d7\u30d5\u30a1\u30cd\u30eb\u30a4\u30d9\u30f3\u30c8\u2014IAP\u3068\u5e83\u544a\u30de\u30cd\u30bf\u30a4\u30ba\u2014\u306b\u30e6\u30fc\u30b6\u30fc\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u304c\u8868\u793a\u3055\u308c\u3001IAP ROAS\u3068\u5168\u4f53ROAS\u306e\u4e21\u65b9\u304cKPI\u8a2d\u5b9a\u3055\u308c\u307e\u3059\u3002<\/p>\n\n\n\n

\u7d50\u679c\u7d39\u4ecb<\/h2>\n\n\n\n
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x1.8<\/strong><\/p>\n\n\n\n

FTD CVR \u304c M1\u306b\u5bfe\u3057\u3066M3 \u9ad8\u3044<\/p>\n<\/div>\n\n\n\n

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<\/p>\n\n\n\n

40%<\/strong><\/p>\n\n\n\n

D30 ROAS \u304c  M1\u306b\u5bfe\u3057\u3066 M3 \u9ad8\u3044<\/p>\n<\/div>\n\n\n\n

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<\/p>\n\n\n\n

>100%<\/strong><\/p>\n\n\n\n

 \u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u304c3\u30f6\u6708\u3067\u53d6\u308a\u623b\u3059<\/p>\n<\/div>\n<\/div>\n\n\n\n

\u904e\u7a0b<\/h2>\n\n\n\n

Alien Invasion\u306e\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u958b\u59cb\u3059\u308b\u969b\u306b\u3001\u5f53\u793e\u306f\u30d5\u30a1\u30fc\u30b9\u30c8\u30d1\u30fc\u30c6\u30a3\u30fc\u30c7\u30fc\u30bf\u3092\u4f7f\u7528\u3057\u3066\u73fe\u5728\u306e\u30a2\u30d7\u30ea\u30e6\u30fc\u30b6\u30fc\u306b\u4f3c\u305f\u30e6\u30fc\u30b6\u30fc\u3092\u4f5c\u308a\u51fa\u3059\u3053\u3068\u3067\u3001\u305d\u306e\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c3\u30c8\u3068\u3057\u307e\u3057\u305f\u3002\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u306e\u958b\u59cb\u304b\u3089\u6570\u9031\u9593\u3067\u3001\u6a5f\u68b0\u5b66\u7fd2\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u306b\u3088\u308a\u3001\u3069\u306e\u30e6\u30fc\u30b6\u30fc\u304c\u5e83\u544a\u3092\u30af\u30ea\u30c3\u30af\u3057\u3001\u30a2\u30d7\u30ea\u3092\u30a4\u30f3\u30b9\u30c8\u30fc\u30eb\u3059\u308b\u304b\u3092\u7279\u5b9a\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002<\/p>\n\n\n\n

\u30d7\u30ed\u30b0\u30e9\u30de\u30c6\u30a3\u30c3\u30af\u30d3\u30c3\u30c0\u30fc\u304c\u30a4\u30f3\u30b9\u30c8\u30fc\u30eb\u306b\u57fa\u3065\u3044\u3066\u3001\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3059\u308b\u57fa\u672c\u7684\u306a\u30ed\u30b8\u30c3\u30af\u30e2\u30c7\u30eb\u3092\u69cb\u7bc9\u3059\u308b\u305f\u3081\u306b\u5341\u5206\u306a\u30c7\u30fc\u30bf\u3092\u53ce\u96c6\u3057\u305f\u306e\u3061\u3001\u30a4\u30f3\u30cf\u30a6\u30b9DSP\u306f\u6b21\u306e\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u30d5\u30a7\u30fc\u30ba\u306b\u79fb\u884c\u3057\u307e\u3059\uff1a\u3088\u308a\u30a8\u30f3\u30b2\u30fc\u30b8\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c3\u30c8\u3068\u3059\u308b\u72ec\u81ea\u306e\u5206\u985e\u30e2\u30c7\u30eb<\/strong>\u3092\u69cb\u7bc9\u3059\u308b\u3053\u3068\u3067\u3059\u3002\u69d8\u3005\u306a\u30b8\u30e3\u30f3\u30eb\u306e\u30a2\u30a4\u30c9\u30eb\u306b\u8208\u5473\u3092\u6301\u3064\u6570\u767e\u4e07\u4eba\u306e\u30e6\u30fc\u30b6\u30fc\u306e\u4e2d\u304b\u3089\u3001Alien Invasion<\/em>\u30e6\u30fc\u30b6\u30fc\u306b\u306a\u308b\u53ef\u80fd\u6027\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u7372\u5f97\u3059\u308b\u3053\u3068\u304c\u91cd\u8981\u306a\u8ab2\u984c\u306e1\u3064\u3067\u3057\u305f\u3002<\/p>\n\n\n\n

\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u30ab\u30b8\u30e5\u30a2\u30eb\u30b2\u30fc\u30e0\u3067\u306f\u3001\u30e6\u30fc\u30b6\u30fc\u3092\u9577\u671f\u7684\u306b\u308f\u305f\u3063\u3066\u60f9\u304d\u3064\u3051\u3001\u9ad8\u3044\u7d99\u7d9a\u7387\u3092\u7dad\u6301\u3067\u304d\u308b\u3053\u3068\u304c\u3001\u30a2\u30d7\u30ea\u306e\u6210\u529f\u306b\u3068\u3063\u3066\u7279\u306b\u91cd\u8981\u3067\u3059\u3002\u3064\u307e\u308a\u3001\u6709\u6599\u30e6\u30fc\u30b6\u30fc\u3092\u7dad\u6301\u3057\u3001\u30a2\u30d7\u30ea\u5185\u306e\u7279\u5178\u3092\u5f97\u305f\u308a\u3001\u30b2\u30fc\u30e0\u3092\u7d9a\u3051\u308b\u305f\u3081\u306b\u5e83\u544a\u3092\u898b\u308b\u3053\u3068\u3092\u597d\u3080\u30e6\u30fc\u30b6\u30fc\u3092\u53ce\u76ca\u5316\u3059\u308b\u3053\u3068\u306e\u4e21\u65b9\u304c\u5fc5\u8981\u3067\u3059\u3002Adjust\u306e\u30e6\u30fc\u30b6\u30fc\u30ec\u30d9\u30eb\u5e83\u544a\u53ce\u5165\u6a5f\u80fd<\/strong>\u306e\u304a\u304b\u3052\u3067\u3001\u3069\u306e\u30e6\u30fc\u30b6\u30fc\u5c64\u304c\u30b2\u30fc\u30e0\u306e\u65b0\u8208\u3092\u7dad\u6301\u30fb\u52a0\u901f\u3055\u305b\u308b\u305f\u3081\u306b\u5e83\u544a\u3092\u898b\u308b\u50be\u5411\u304c\u3069\u308c\u307b\u3069\u5f37\u3044\u304b\u306b\u3064\u3044\u3066\u306e\u30c7\u30fc\u30bf\u3092\u5f97\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002<\/p>\n\n\n\n

\u5f53\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u306f\u30e6\u30fc\u30b6\u30fc\u30923\u3064\u306e\u30b0\u30eb\u30fc\u30d7<\/strong>\u306b\u5206\u985e\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\uff1a<\/p>\n\n\n\n

    \n
  1. \u30b2\u30fc\u30e0\u5185\u8ab2\u91d1\u3092\u3057\u3066\u304f\u308c\u308b\u30e6\u30fc\u30b6\u30fc<\/strong><\/li>\n\n\n\n
  2. \u8cfc\u5165\u306f\u3057\u306a\u3044\u304c\u3001\u30b2\u30fc\u30e0\u306b\u53c2\u52a0\u3057\u3066\u304b\u306a\u308a\u306e\u91cf\u306e\u5e83\u544a\u3092\u8996\u8074\u3059\u308b<\/strong>\u30e6\u30fc\u30b6\u30fc<\/li>\n\n\n\n
  3. \u30a2\u30d7\u30ea\u306b\u53c2\u52a0\u3057\u306a\u3044<\/strong>\u30e6\u30fc\u30b6\u30fc<\/li>\n<\/ol>\n\n\n\n

    \u3053\u308c\u3089\u306e\u30b0\u30eb\u30fc\u30d7\u3092\u5b9a\u7fa9\u3057\u305f\u3046\u3048\u3067\u3001\u5f53\u793e\u306e\u30d3\u30c3\u30c0\u30fc\u306f\u3001\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u30e6\u30fc\u30b6\u30fc\u306b\u306a\u308b\u78ba\u7387\u306e\u9ad8\u3044\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u30bb\u30b0\u30e1\u30f3\u30c8\u3092\u8003\u616e\u3059\u308b\u3088\u3046\u306b\u306a\u308a\u307e\u3057\u305f\u3002<\/p>\n\n\n\n

    \u9069\u5207\u306a\u30e6\u30fc\u30b6\u30fc\u30bb\u30b0\u30e1\u30f3\u30c8\u3092\u5b9a\u7fa9\u3057\u305f\u306e\u3061\u3001\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u3055\u3089\u306b\u52a0\u901f\u3055\u305b\u3001\u5168\u4f53\u306eROAS\u3092\u6d3b\u7528\u3057\u3001\u9ad8\u3044LTV\u3067\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u306e\u9ad8\u3044\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u3092\u7372\u5f97\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002\u3053\u308c\u3089\u306e\u30e6\u30fc\u30b6\u30fc\u306f\u3001\u30a2\u30d7\u30ea\u5185\u306e\u7279\u5178\u3092\u5f97\u308b\u305f\u3081\u306b\u8cfc\u5165\u3057\u305f\u308a\u3001\u5e83\u544a\u3092\u898b\u305f\u308a\u3059\u308b\u3068\u5224\u65ad\u3055\u308c\u305f\u30e6\u30fc\u30b6\u30fc\u3067\u3059\u3002<\/p>\n\n\n\n

    \u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u7d50\u679c<\/h2>\n\n\n\n

    \u8cbb\u7528\u306e\u56de\u53ce<\/h3>\n\n\n\n

    ML\u30d9\u30fc\u30b9\u306eDSP\u3067\u3042\u308a\u30011\u79d2\u9593\u306b250\u4e07\u56de\u4ee5\u4e0a\u306e\u5e83\u544a\u30ea\u30af\u30a8\u30b9\u30c8\u3092\u51e6\u7406\u3059\u308b\u305f\u3081\u3001\u304b\u306a\u308a\u306e\u6570\u306e\u30dd\u30b8\u30c6\u30a3\u30d6\u30b7\u30b0\u30ca\u30eb\u3092\u7372\u5f97\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002\u3053\u308c\u3089\u306e\u30b7\u30b0\u30ca\u30eb\u306b\u3088\u3063\u3066\u3001\u5e83\u544a\u3092\u30af\u30ea\u30c3\u30af\u3057\u3066\u30a2\u30d7\u30ea\u3092\u30a4\u30f3\u30b9\u30c8\u30fc\u30eb\u3059\u308b\u30e6\u30fc\u30b6\u30fc\u30b0\u30eb\u30fc\u30d7\u3092\u7279\u5b9a\u3059\u308b\u305f\u3081\u306e\u5b66\u7fd2\u304c\u958b\u59cb\u3055\u308c\u307e\u3057\u305f\u3002\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u304c\u5341\u5206\u306a\u30b7\u30b0\u30ca\u30eb\u3092\u53d7\u3051\u53d6\u308a\u3001\u3069\u306e\u30e6\u30fc\u30b6\u30fc\u5c64\u304c\u30c7\u30a3\u30fc\u30d7\u30d5\u30a1\u30cd\u30eb\u30a4\u30d9\u30f3\u30c8\uff08\u8cfc\u5165\u3084\u5e83\u544a\u306e\u95b2\u89a7\uff09\u3092\u884c\u3046\u304b\u3092\u5b9a\u7fa9\u3059\u308b\u3068\u3001\u30a4\u30f3\u30cf\u30a6\u30b9\u30d3\u30c3\u30c0\u30fc\u306f\u3053\u308c\u3089\u306e\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u3092\u9ad8\u304f\u8a55\u4fa1\u3057\u59cb\u3081\u307e\u3057\u305f\u3002<\/p>\n\n\n\n

      \n
    1. <\/li>\n<\/ol>\n\n\n\n

      <\/p>\n\n\n\n

      \n
      \n
      \"FTD-CVR\uff08\u76f8\u5bfe\u5024\uff09\u304a\u3088\u3073-D30-ROAS\"<\/a><\/figure><\/div><\/div>\n\n\n\n
      \n
      <\/div>\n\n\n\n

      \u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c3\u30c8\u306b\u3057\u305f2\u304b\u6708\u76ee\u306b\u306f\u3001FTD\uff08\u521d\u56de\u5165\u91d1\uff09\u306eCVR\uff08\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u7387\uff09\u309265%\u3001D30\u306eROAS\u30921\u304b\u6708\u76ee\u306b\u6bd4\u3079\u306640%\u5411\u4e0a\u3055\u305b\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

      \u3055\u3089\u306b\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u691c\u8a0e\u3057\u305f\u7d50\u679c\u3001FTD\u306eCVR\u3068D30\u306eROAS\u304c\u7d99\u7d9a\u7684\u306b\u5411\u4e0a\u3057\u30013\u304b\u6708\u76ee\u306b\u306f\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u30b3\u30b9\u30c8\u3092\u56de\u53ce\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f<\/strong>\u3002<\/p>\n\n\n

      \n
      \"3\u304b\u6708\u76ee\u3067\u8cbb\u7528\u56de\u5fa9\"<\/a><\/figure><\/div>\n\n\n
      <\/div>\n\n\n\n

      \u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u30a2\u30d7\u30ea\u5185\u53ce\u76ca\u5316<\/h3>\n\n\n\n

      \u30a2\u30d7\u30ea\u5185\u8ab2\u91d1\u3084\u5e83\u544a\u8996\u8074\u306e\u53ef\u80fd\u6027\u304c\u3042\u308b\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u30e6\u30fc\u30b6\u30fc\u306b\u30d5\u30a9\u30fc\u30ab\u30b9\u3057\u305f\u591a\u9762\u7684\u306a\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3092\u884c\u3046\u3053\u3068\u3067\u3001\u3053\u306e\u30b8\u30e3\u30f3\u30eb\u306b\u8208\u5473\u3092\u6301\u3064\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002\u30a2\u30d7\u30ea\u5185\u8ab2\u91d1\u3092\u3057\u306a\u3044\u30e6\u30fc\u30b6\u30fc\u3067\u3042\u3063\u3066\u3082\u3001\u30a2\u30d7\u30ea\u5185\u5e83\u544a\u3092\u8996\u8074\u3057\u3066\u304f\u308c\u308b\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u30e6\u30fc\u30b6\u30fc\u3067\u3042\u308b\u305f\u3081\u3001Alien Invasion\u306b\u591a\u304f\u306e\u53ce\u76ca\u3092\u3082\u305f\u3089\u3059\u3053\u3068\u304c\u51fa\u6765\u307e\u3057\u305f\u3002<\/p>\n\n\n\n

      \n
      \n
      <\/div>\n\n\n\n

      \u30b0\u30e9\u30d5\u306f\u3001IAP\u3068IAA\u306eD30 ROAS\u306e\u4f38\u3073\u3092\u793a\u3057\u305f\u3082\u306e\u3067\u3059\u3002\u30b0\u30e9\u30d5\u306b\u898b\u3089\u308c\u308b\u3088\u3046\u306b\u3001\u30c8\u30ec\u30f3\u30c9\u304c\u3042\u308a\u307e\u3059\uff1a\u30a2\u30d7\u30ea\u5185\u8ab2\u91d1\u306b\u57fa\u3065\u304f\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\uff08IAP\u306eD30 ROAS\u3067\u6e2c\u5b9a\uff09\u304c\u3046\u307e\u304f\u3044\u304f\u307b\u3069\u3001IAA\uff08\u30a2\u30d7\u30ea\u5185\u5e83\u544a\uff09\u306eD30 ROAS\u304c\u9ad8\u304f\u306a\u3063\u305f\u3068\u3044\u3046\u50be\u5411\u304c\u898b\u3089\u308c\u307e\u3059\u3002<\/p>\n<\/div>\n\n\n\n

      \n
      \"D30-IAP\u3068IAA-ROAS\uff08\u76f8\u5bfe\u5024\uff09-1\"<\/a><\/figure><\/div><\/div>\n<\/div>\n\n\n\n
      <\/div>\n\n\n\n
      \n

      \"Elena<\/p>\n\n\n\n

      \u30e6\u30fc\u30b6\u30fc\u30ec\u30d9\u30eb\u3068\u96c6\u8a08\u3055\u308c\u305f\u5e83\u544a\u53ce\u5165\u3092\u542b\u3080Adjust\u306e\u5e83\u544a\u53ce\u5165\u6e2c\u5b9a\u306b\u3088\u308a\u3001\u30b2\u30fc\u30e0\u958b\u767a\u8005\u306f\u30e2\u30d0\u30a4\u30eb\u5e83\u544a\u53ce\u5165\u3068\u30e6\u30fc\u30b6\u30fc\u306e\u771f\u306e\u751f\u6daf\u4fa1\u5024\u3092\u78ba\u8a8d\u3059\u308b\u3053\u3068\u304c\u51fa\u6765\u307e\u3059\u3002\u6700\u3082\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u306e\u9ad8\u3044\u7372\u5f97\u30c1\u30e3\u30f3\u30cd\u30eb\u3092\u7279\u5b9a\u3057\u3001\u305d\u308c\u306b\u5fdc\u3058\u3066\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u6700\u9069\u5316\u3059\u308b\u306e\u306b\u5f79\u7acb\u3061\u307e\u3059\u3002Adjust\u306f\u65e2\u306b\u4e3b\u8981\u306a\u30e1\u30c7\u30a3\u30a8\u30fc\u30b7\u30e7\u30f3\u30d1\u30fc\u30c8\u30ca\u30fc\u3068\u7d71\u5408\u3055\u308c\u3066\u304a\u308a\u3001\u305d\u306e\u6570\u3092\u5897\u3084\u3057\u3066\u3044\u304f\u4e88\u5b9a\u3067\u3059\u3002 <\/p>\nElena Ivanova, Senior Account Executive, Games at Adjust<\/a><\/cite><\/blockquote>\n\n\n\n

      <\/div>\n\n\n\n

      Persona.ly \u5bfe \u30aa\u30fc\u30ac\u30cb\u30c3\u30af\u30c8\u30e9\u30d5\u30a3\u30c3\u30af<\/h2>\n\n\n\n

      \u91cd\u8981\u306a\u8ab2\u984c\u306e\u4e00\u3064\u306f\u3001\u5165\u672d\u30b9\u30c8\u30ea\u30fc\u30e0\u306b\u5b58\u5728\u3059\u308b\u6570\u767e\u4e07\u4eba\u306e\u30a2\u30a4\u30c9\u30eb\u30e6\u30fc\u30b6\u30fc\u3092\u3075\u308b\u3044\u5206\u3051\u3001\u30a8\u30f3\u30b2\u30fc\u30b8\u30c9\u30e6\u30fc\u30b6\u30fc\u306b\u306a\u308b\u53ef\u80fd\u6027\u304c\u9ad8\u3044\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u3092\u898b\u3064\u3051\u308b\u3053\u3068\u3067\u3057\u305f\u3002<\/p>\n\n\n\n

      \n
      \n

      \u985e\u4f3c\u306e\u30a2\u30a4\u30c9\u30eb\u30b2\u30fc\u30e0\u3084\u4ed6\u306e\u30af\u30ed\u30b9\u30a4\u30f3\u30bf\u30ec\u30b9\u30c8\u30b8\u30e3\u30f3\u30eb\u306e\u30b2\u30fc\u30e0\u3067\u3001\u5225\u306e\u985e\u4f3c\u306e\u30b2\u30fc\u30e0\u306b\u8208\u5473\u3092\u5931\u3063\u3066\u3044\u308b\u3053\u3068\u3092\u793a\u3059\u884c\u52d5\u3092\u3068\u308b\u30a8\u30f3\u30b2\u30fc\u30b8\u30c9\u30e6\u30fc\u30b6\u30fc\u3092\u30bf\u30fc\u30b2\u30c3\u30c8\u306b\u3059\u308b\u3053\u3068\u3067\u3001\u30aa\u30fc\u30ac\u30cb\u30c3\u30af\u30a2\u30d7\u30ea\u5185\u8cfc\u5165\u306e\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u7387\u306e\u30d9\u30f3\u30c1\u30de\u30fc\u30af\u30922\u500d\u4e0a\u56de\u308b\u3053\u3068\u304c\u51fa\u6765\u305f\u306e\u3067\u3059\u3002<\/strong><\/p>\n<\/div>\n\n\n\n

      \n
      \"\u30a2\u30d7\u30ea\u5185\u8ab2\u91d1-CVR\"<\/a><\/figure><\/div><\/div>\n<\/div>\n\n\n\n
      <\/div>\n\n\n\n
      \n

      \"\"<\/p>\n\n\n\n

      Persona.ly\u306e\u30c1\u30fc\u30e0\u306f\u672c\u7269\u306e\u30d7\u30ed\u30b0\u30e9\u30de\u30c6\u30a3\u30c3\u30af\u30a8\u30ad\u30b9\u30d1\u30fc\u30c8\u3067\u69cb\u6210\u3055\u308c\u3066\u304a\u308a\u3001\u8cb4\u91cd\u306a\u6d1e\u5bdf\u3092\u5171\u6709\u3057\u3001\u5f53\u793e\u306e\u7279\u5b9a\u306e\u8981\u4ef6\u3092\u6e80\u305f\u3059\u305f\u3081\u306b\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u8abf\u6574\u3059\u308b\u610f\u6b32\u3092\u5e38\u306b\u793a\u3057\u3066\u3044\u307e\u3059\u3002\u305d\u306e\u7d50\u679c\u3001\u30e6\u30fc\u30b6\u30fc\u306e\u8cea\u304c30%\u5411\u4e0a\u3057\u3001\u4ed6\u306e\u6709\u6599\u5e83\u544a\u3068\u6bd4\u8f03\u3057\u3066\u3001LTV\u3001\u518d\u751f\u6642\u9593\u3001\u30ea\u30c6\u30f3\u30b7\u30e7\u30f3\u304c\u660e\u3089\u304b\u306b\u5411\u4e0a\u3057\u3066\u3044\u308b\u3053\u3068\u304c\u308f\u304b\u308a\u307e\u3057\u305f\u3002 <\/p>\n\u30f4\u30a1\u30e4\u30c1\u30a7\u30b9\u30e9\u30d6\u30fb\u30af\u30ea\u30f4\u30b9\u30ce\u30d6\u3001Muticast Games CEO\u517cUA\u8cac\u4efb\u8005<\/cite><\/blockquote>\n\n\n\n

      <\/div>\n\n\n\n

      Multicast Games\u306b\u3064\u3044\u3066<\/h2>\n\n\n\n

      Multicast Games\u306f\u30e2\u30d0\u30a4\u30eb\u30d9\u30fc\u30b9\u306e\u30ab\u30b8\u30e5\u30a2\u30eb\u30d3\u30c7\u30aa\u30b2\u30fc\u30e0\u3092\u958b\u767a\u3059\u308b\u4f1a\u793e\u3067\u3059\u3002Parkour Rush\u3001Fish Idle\u3001Idle Church Tycoon\u3001Fight Club Tycoon<\/em>\u306a\u3069\u3001\u30de\u30eb\u30c1\u30b8\u30e3\u30f3\u30eb\u30b2\u30fc\u30e0\u306e\u958b\u767a\u306b\u7279\u5316\u3057\u3066\u3044\u307e\u3059\u3002\u30b2\u30fc\u30e0\u306fApp Store\u3068Google Play\u306b\u3066\u8ca9\u58f2\u3055\u308c\u3066\u3044\u307e\u3059\u3002<\/p>\n\n\n\n

      <\/div>\n\n\n\n
      \n

      \"Yan<\/p>\n\n\n\n

      \u30de\u30eb\u30c1\u30bf\u30fc\u30b2\u30c3\u30c8\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u306e\u9700\u8981\u304c\u9ad8\u307e\u308b\u4e2d\u3001\u304a\u5ba2\u69d8\u306e\u9032\u5316\u306b\u5bfe\u5fdc\u3057\u305f\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u3092\u63d0\u4f9b\u3059\u308b\u3053\u3068\u304c\u4e0d\u53ef\u6b20\u3067\u3059\u3002<\/p>\n\n\n\n

      \u5f53\u793e\u306e\u6a5f\u68b0\u5b66\u7fd2\u30d9\u30fc\u30b9\u306eDSP\u304c\u3001\u7af6\u4e89\u306e\u6fc0\u3057\u3044\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u30ab\u30b8\u30e5\u30a2\u30eb\u30b2\u30fc\u30e0\u696d\u754c\u306b\u304a\u3044\u3066\u3001\u77ed\u671f\u9593\u3067\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u306e\u56de\u53ce\u3092\u9054\u6210\u3057\u3001\u305d\u306e\u5b9f\u529b\u3092\u518d\u3073\u8a3c\u660e\u3057\u305f\u3053\u3068\u3092\u3046\u308c\u3057\u304f\u601d\u3044\u307e\u3059\u3002\u5f53\u793e\u306e\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u306e\u80fd\u529b\u306e\u9ad8\u3055\u3092\u8a3c\u660e\u3059\u308b\u3082\u306e\u3067\u3059\u3002<\/p>\n\u30e4\u30f3\u30fb\u30ec\u30a4\u30b8\u30f3\u3001Persona.ly\u306eEMEA & SEA\u30ea\u30fc\u30b8\u30e7\u30ca\u30eb\u30de\u30cd\u30fc\u30b8\u30e3\u30fc<\/cite><\/blockquote>\n\n\n\n

      <\/div>\n\n\n\n

      Persona.ly\u306b\u3064\u3044\u3066<\/h2>\n\n\n\n

      Persona.ly\u306f\u3001\u4e16\u754c\u4e2d\u3067\u5c55\u958b\u3059\u308b\u30e2\u30d0\u30a4\u30eb\u30d5\u30a1\u30fc\u30b9\u30c8\u306eDSP\u3067\u3059\u3002\u72ec\u81ea\u306e\u5165\u672d\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u3068\u6a5f\u68b0\u5b66\u7fd2\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u3092\u4f7f\u7528\u3057\u3001\u6bce\u79d2250\u4e07\u4ef6\u4ee5\u4e0a\u306e\u5e83\u544a\u30aa\u30fc\u30af\u30b7\u30e7\u30f3\u3078\u306e\u30a2\u30af\u30bb\u30b9\u306b\u3088\u308a\u3001\u900f\u660e\u6027\u304c\u9ad8\u304f\u3001\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u4e3b\u5c0e\u3067\u3001\u9ad8\u5ea6\u306b\u30bf\u30fc\u30b2\u30c3\u30c8\u5316\u3055\u308c\u305fUA\u3068\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u3092\u5927\u898f\u6a21\u306b\u63d0\u4f9b\u3057\u3066\u3044\u307e\u3059\u3002Nexon<\/a>\u3001Papaya Gaming<\/a>\u3001Rapido<\/a>\u3001Games24x7<\/a>\u3001Ubisoft<\/a>\u3001Tilting Point<\/a>\u306a\u3069\u3001\u305d\u306e\u4ed6\u591a\u304f\u306e\u4f01\u696d\u304b\u3089\u4fe1\u983c\u3092\u5f97\u3066\u3044\u307e\u3059\u3002<\/p>\n\n\n\n

      Persona.ly\u306f\u3001\u30d1\u30fc\u30c8\u30ca\u30fc\u306b\u3068\u3063\u3066\u5358\u306a\u308b\u30d9\u30f3\u30c0\u30fc\u3067\u306f\u306a\u304f\u3001\u5b9f\u969b\u306e\u4fa1\u5024\u3001\u6210\u9577\u3001\u305d\u3057\u3066\u30c1\u30e3\u30f3\u30cd\u30eb\u3092\u8d85\u3048\u3066\u5229\u7528\u3067\u304d\u308b\u5e45\u5e83\u3044\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30a4\u30f3\u30b5\u30a4\u30c8\u3092\u751f\u307f\u51fa\u3059\u305f\u3081\u306e\u30d1\u30fc\u30c8\u30ca\u30fc\u3067\u3042\u308b\u3053\u3068\u3092\u76ee\u6307\u3057\u307e\u3059\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

      Download the PDF version of the case study 当社はMulticast Gamesの主力ゲームであるAlien Invasion:RPG Idle Spaceのアメリカ国内のAndroidユーザー獲得を支援しました。Multicast Gamesは、ハイブリッドカジュアルゲームの開発会社であり、Stickman of Wars や Fish Idle：Fishing Tycoonといったヒット作を持ち、世界中の何百万人ものユーザーが楽しんでいます。 キャンペーン目標 アイドルRPGである、Alien Invasionは、IAP（アプリ内課金）とIAA（アプリ内広告）のハイブリッドな収益化モデルを使用しています。ハイブリッドな収益モデルであるため、アプリ内のユーザーエンゲージメントを示すディープファネルイベント—IAPと広告マネタイズ—にユーザーエンゲージメントが表示され、IAP ROASと全体ROASの両方がKPI設定されます。 結果紹介 x1.8 FTD CVR が M1に対してM3 高い 40% D30 ROAS が  M1に対して M3 高い >100%  キャンペーンが3ヶ月で取り戻す 過程 Alien Invasionのキャンペーンを開始する際に、当社はファーストパーティーデータを使用して現在のアプリユーザーに似たユーザーを作り出すことで、そのユーザーをターゲットとしました。キャンペーンの開始から数週間で、機械学習アルゴリズムにより、どのユーザーが広告をクリックし、アプリをインストールするかを特定することが出来ました。 プログラマティックビッダーがインストールに基づいて、ユーザーをターゲティングする基本的なロジックモデルを構築するために十分なデータを収集したのち、インハウスDSPは次のキャンペーンフェーズに移行します：よりエンゲージの高いユーザーをターゲットとする独自の分類モデルを構築することです。様々なジャンルのアイドルに興味を持つ数百万人のユーザーの中から、Alien Invasionユーザーになる可能性の高いユーザーを獲得することが重要な課題の1つでした。 ハイブリッドカジュアルゲームでは、ユーザーを長期的にわたって惹きつけ、高い継続率を維持できることが、アプリの成功にとって特に重要です。つまり、有料ユーザーを維持し、アプリ内の特典を得たり、ゲームを続けるために広告を見ることを好むユーザーを収益化することの両方が必要です。Adjustのユーザーレベル広告収入機能のおかげで、どのユーザー層がゲームの新興を維持・加速させるために広告を見る傾向がどれほど強いかについてのデータを得ることが出来ました。 当アルゴリズムはユーザーを3つのグループに分類することが出来ました： これらのグループを定義したうえで、当社のビッダーは、エンゲージメントユーザーになる確率の高いオーディエンスセグメントを考慮するようになりました。 適切なユーザーセグメントを定義したのち、キャンペーンをさらに加速させ、全体のROASを活用し、高いLTVでエンゲージメントの高いオーディエンスを獲得することが出来ました。これらのユーザーは、アプリ内の特典を得るために購入したり、広告を見たりすると判断されたユーザーです。 キャンペーン結果 費用の回収 MLベースのDSPであり、1秒間に250万回以上の広告リクエストを処理するため、かなりの数のポジティブシグナルを獲得することが出来ました。これらのシグナルによって、広告をクリックしてアプリをインストールするユーザーグループを特定するための学習が開始されました。アルゴリズムが十分なシグナルを受け取り、どのユーザー層がディープファネルイベント（購入や広告の閲覧）を行うかを定義すると、インハウスビッダーはこれらのオーディエンスを高く評価し始めました。 エンゲージメントの高いユーザーをターゲットにした2か月目には、FTD（初回入金）のCVR（コンバージョン率）を65%、D30のROASを1か月目に比べて40%向上させることが出来ました。 さらにキャンペーンを検討した結果、FTDのCVRとD30のROASが継続的に向上し、3か月目にはキャンペーンコストを回収することが出来ました。 ハイブリッドアプリ内収益化 … <\/p>\n

      Continue reading “IAP\uff08In-App-Purchase)\u307e\u305f\u306fIAA\uff08In-App-Advertisement) – \u306a\u305c\u4e21\u65b9\u3067\u306f\u306a\u3044\u306e\u304b\uff1fAlien Invasion\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u30ab\u30b8\u30e5\u30a2\u30eb\u30b1\u30fc\u30b9\u30b9\u30bf\u30c7\u30a3”<\/span><\/a><\/p>\n","protected":false},"author":17,"featured_media":3093,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[385,297],"tags":[],"acf":[],"yoast_head":"\nIAP\uff08In-App-Purchase)\u307e\u305f\u306fIAA\uff08In-App-Advertisement) - \u306a\u305c\u4e21\u65b9\u3067\u306f\u306a\u3044\u306e\u304b\uff1fAlien Invasion\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u30ab\u30b8\u30e5\u30a2\u30eb\u30b1\u30fc\u30b9\u30b9\u30bf\u30c7\u30a3 | Persona.ly - The Weekly Retention<\/title>\n<meta name=\"description\" content=\"\u30a2\u30a4\u30c9\u30ebRPG\u3067\u3042\u308b\u3001Alien Invasion\u306f\u3001IAP\uff08\u30a2\u30d7\u30ea\u5185\u8ab2\u91d1\uff09\u3068IAA\uff08\u30a2\u30d7\u30ea\u5185\u5e83\u544a\uff09\u306e\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u306a\u53ce\u76ca\u5316\u30e2\u30c7\u30eb\u3092\u4f7f\u7528\u3057\u3066\u3044\u307e\u3059\u3002\u30cf\u30a4\u30d6\u30ea\u30c3\u30c9\u306a\u53ce\u76ca\u30e2\u30c7\u30eb\u3067\u3042\u308b\u305f\u3081\u3001\u30a2\u30d7\u30ea\u5185\u306e\u30e6\u30fc\u30b6\u30fc\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u3092\u793a\u3059\u30c7\u30a3\u30fc\u30d7\u30d5\u30a1\u30cd\u30eb\u30a4\u30d9\u30f3\u30c8\u2014IAP\u3068\u5e83\u544a\u30de\u30cd\u30bf\u30a4\u30ba\u2014\u306b\u30e6\u30fc\u30b6\u30fc\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u304c\u8868\u793a\u3055\u308c\u3001IAP ROAS\u3068\u5168\u4f53ROAS\u306e\u4e21\u65b9\u304cKPI\u8a2d\u5b9a\u3055\u308c\u307e\u3059\u3002\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/blog\/ja\/2023\/06\/iap\uff08in-app-purchase\u307e\u305f\u306fiaa\uff08in-app-advertisement-\u306a\u305c\u4e21\u65b9\u3067\u306f\u306a\u3044\u306e\u304b\uff1falien-inva\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAP\uff08In-App-Purchase)\u307e\u305f\u306fIAA\uff08In-App-Advertisement) - 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