{"id":3612,"date":"2025-07-22T11:42:51","date_gmt":"2025-07-22T11:42:51","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=3612"},"modified":"2025-07-24T08:51:23","modified_gmt":"2025-07-24T08:51:23","slug":"ios-%ec%9d%b4%ed%83%88-%ec%9c%a0%ec%a0%80%eb%93%a4%ec%9d%84-%eb%8b%a4%ec%8b%9c-%eb%b6%88%eb%9f%ac%eb%93%a4%ec%97%ac-roas-d7-kpi%eb%a5%bc-400-%ec%b4%88%ea%b3%bc-%eb%8b%ac%ec%84%b1%ed%95%9c-haegin","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/ja\/2025\/07\/ios-%ec%9d%b4%ed%83%88-%ec%9c%a0%ec%a0%80%eb%93%a4%ec%9d%84-%eb%8b%a4%ec%8b%9c-%eb%b6%88%eb%9f%ac%eb%93%a4%ec%97%ac-roas-d7-kpi%eb%a5%bc-400-%ec%b4%88%ea%b3%bc-%eb%8b%ac%ec%84%b1%ed%95%9c-haegin\/","title":{"rendered":"iOS\u30e6\u30fc\u30b6\u30fc\u306e\u30ea\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u3067ROAS D7 KPI\u3092400%\u4e0a\u56de\u308b\u6210\u679c\u3092\u9054\u6210 \u2013 HAEGIN\u306e\u300ePlay Together\u300f\u4e8b\u4f8b"},"content":{"rendered":"\n

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Download the pdf version of the case study<\/a><\/em><\/p>\n\n\n\n

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>400%<\/strong><\/p>\n\n\n\n

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2.6x<\/strong><\/p>\n\n\n\n

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26%<\/strong><\/p>\n\n\n\n

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<\/p>\n\ucc44\uc218\ube44\uff08\u30c1\u30a7\u30fb\u30b9\u30d3\uff09\u2013 UA\u30de\u30cd\u30fc\u30b8\u30e3\u30fc \/ HAEGIN<\/cite><\/blockquote>\n\n\n\n

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\u30bb\u30b0\u30e1\u30f3\u30c8\u30b5\u30a4\u30ba\u304c\u9650\u3089\u308c\u3066\u3044\u308b\u4e2d\u3067\u306f\u3001\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u52b9\u679c\u306e\u78e8\u8017\u3092\u9632\u3050\u305f\u3081\u306e\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u66f4\u65b0\u304c\u91cd\u8981\u3067\u3057\u305f\u3002\u5f53\u793e\u306eDSP\u306f\u30de\u30eb\u30c1\u30a2\u30fc\u30e0\u30d0\u30f3\u30c7\u30a3\u30c3\u30c8\u65b9\u5f0f\u306b\u3088\u308b\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u6700\u9069\u5316\u3092\u5b9f\u88c5\u3057\u3066\u304a\u308a\u3001\u65b0\u3057\u3044\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u306e\u8fc5\u901f\u306a\u30c6\u30b9\u30c8\u3001\u6210\u679c\u306e\u9ad8\u3044\u300c\u30c1\u30e3\u30f3\u30d4\u30aa\u30f3\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u300d\u306e\u512a\u5148\u914d\u4fe1\u3001\u6210\u679c\u306e\u4f4e\u3044\u3082\u306e\u3078\u306e\u914d\u4fe1\u7e2e\u5c0f\u3092\u901a\u3058\u3066\u3001\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u3092\u640d\u306a\u3046\u3053\u3068\u306a\u304f\u6700\u9069\u5316\u3092\u5b9f\u73fe\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n<\/div>\n\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n
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HAEGIN\u306b\u3064\u3044\u3066<\/h2>\n\n\n\n

HAEGIN\u306f2017\u5e74\u306e\u8a2d\u7acb\u4ee5\u6765\u3001\u81ea\u793e\u958b\u767a\u30bf\u30a4\u30c8\u30eb\u3092\u57fa\u76e4\u306b\u3001\u4e16\u754c\u4e2d\u3067\u611b\u3055\u308c\u308b\u30b2\u30fc\u30e0\u3092\u63d0\u4f9b\u3057\u3066\u304d\u307e\u3057\u305f\u30022018\u5e74\u306e\u300e\u30db\u30fc\u30e0\u30e9\u30f3\u30af\u30e9\u30c3\u30b7\u30e5\u300f\u3092\u76ae\u5207\u308a\u306b\u3001\u300eOVERDOX\u300f\u300e\u30a8\u30af\u30b9\u30c8\u30ea\u30fc\u30e0\u30b4\u30eb\u30d5\u300f\u300ePlay Together\u300f\u300e\u30c7\u30df\u30a2\u30f3\u30b5\u30ac\u300f\u300e\u30db\u30fc\u30e0\u30e9\u30f3\u30af\u30e9\u30c3\u30b7\u30e52\uff1a\u30ec\u30b8\u30a7\u30f3\u30ba\u30c0\u30fc\u30d3\u30fc\u300f\u306a\u3069\u591a\u5f69\u306a\u30bf\u30a4\u30c8\u30eb\u3092\u30ea\u30ea\u30fc\u30b9\u30022021\u5e74\u306b\u30ea\u30ea\u30fc\u30b9\u3055\u308c\u305f\u300ePlay Together\u300f\u306f2\u5104\u30c0\u30a6\u30f3\u30ed\u30fc\u30c9\u3092\u7a81\u7834\u3057\u30012025\u5e74\u306b\u306fSteam\u7d4c\u7531\u3067PC\u7248\u3082\u5c55\u958b\u3055\u308c\u307e\u3057\u305f\u30022023\u5e74\u306b\u306f\u3001\u30a2\u30b8\u30a2\u592a\u5e73\u6d0b\u5730\u57df\u306eIT\u30fb\u30bd\u30d5\u30c8\u30a6\u30a7\u30a2\u5206\u91ce\u306b\u304a\u3051\u308b\u6025\u6210\u9577\u4f01\u696d\u30e9\u30f3\u30ad\u30f3\u30b0\u3067\u3001\u97d3\u56fd\u4f01\u696d\u3068\u3057\u3066\u30c8\u30c3\u30d7\u306b\u7acb\u3061\u307e\u3057\u305f\u3002<\/p>\n\n\n\n

\n

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

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

\u300cPersona.ly\u3067\u306f\u3001\u5358\u306a\u308b\u6210\u679c\u3060\u3051\u3067\u306a\u304f\u3001\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u3078\u306e\u672c\u8cea\u7684\u306a\u4fa1\u5024\u63d0\u4f9b\u3092\u8ffd\u6c42\u3057\u3066\u3044\u307e\u3059\u3002\u305d\u306e\u305f\u3081\u3001\u30aa\u30fc\u30d7\u30f3\u306a\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u3068\u30a4\u30f3\u30b5\u30a4\u30c8\u306e\u5171\u6709\u3082\u91cd\u8996\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n\n\n\n

\u6a5f\u68b0\u5b66\u7fd2\u306b\u3088\u308b\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u3068\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u306e\u9593\u3092\u3064\u306a\u3050\u305f\u3081\u306b\u3001\u79c1\u305f\u3061\u306f\u6bce\u65e5\u793e\u5185\u306eBI\u30c4\u30fc\u30eb\u3092\u6d3b\u7528\u3057\u3066\u3044\u307e\u3059\u3002\u30a4\u30f3\u30b5\u30a4\u30c8\u306f\u201c\u30d6\u30e9\u30c3\u30af\u30dc\u30c3\u30af\u30b9\u201d\u3067\u306f\u306a\u304f\u3001\u6570\u5024\u306e\u80cc\u5f8c\u306b\u3042\u308b\u884c\u52d5\u3092\u8aad\u307f\u89e3\u304d\u3001\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u3068\u5171\u6709\u3067\u304d\u308b\u30a2\u30af\u30b7\u30e7\u30f3\u306b\u3064\u306a\u3052\u3066\u3044\u307e\u3059\u3002\u300d<\/p>\n<\/a>Rachel SEO \u2013 Korea\u62c5\u5f53\u30d3\u30b8\u30cd\u30b9\u30c7\u30a3\u30d9\u30ed\u30c3\u30d7\u30e1\u30f3\u30c8\u30c7\u30a3\u30ec\u30af\u30bf\u30fc \/ Persona.ly – Business Development Director, Korea at Persona.ly
<\/cite><\/blockquote>\n\n\n\n

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

Persona.ly\u306f\u3001\u72ec\u81ea\u306e\u6a5f\u68b0\u5b66\u7fd2\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u3068\u5805\u7262\u306a\u30d5\u30a1\u30fc\u30b9\u30c8\u30d1\u30fc\u30c6\u30a3DMP\uff08\u30c7\u30fc\u30bf\u7ba1\u7406\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\uff09\u3092\u57fa\u76e4\u306b\u3001\u30e2\u30d0\u30a4\u30eb\u30e6\u30fc\u30b6\u30fc\u7372\u5f97\u304a\u3088\u3073\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306b\u7279\u5316\u3057\u305f\u30d7\u30ed\u30c0\u30af\u30c8\u4f01\u696d\u3067\u3059\u3002<\/p>\n\n\n\n

King\u3001Tencent\u3001Papaya\u3001NextNinja\u3001Tilting Point\u3001Nexon\u306a\u3069\u3001\u4e16\u754c\u4e2d\u306e\u30e2\u30d0\u30a4\u30eb\u4f01\u696d\u306e\u6210\u9577\u652f\u63f4\u3092\u884c\u3063\u3066\u304a\u308a\u3001\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u3068\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u306e\u53ef\u80fd\u6027\u304c\u6700\u3082\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u3092\u4e88\u6e2c\u3059\u308b\u3053\u3068\u3067\u3001LTV\u306b\u57fa\u3065\u3044\u305f\u6700\u9069\u306a\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3092\u5b9f\u73fe\u3002\u9ad8\u3044ROAS\u3068\u8cea\u306e\u9ad8\u3044\u30e6\u30fc\u30b6\u30fc\u7372\u5f97\u3092\u53ef\u80fd\u306b\u3057\u307e\u3059\u3002<\/p>\n\n\n\n

\u81ea\u793eDSP\u306f\u3001\u30c8\u30c3\u30d7\u30c6\u30a3\u30a2\u306e\u5e83\u544a\u30a8\u30af\u30b9\u30c1\u30a7\u30f3\u30b8\u3084OEM\u3068\u76f4\u63a5\u7d71\u5408\u3055\u308c\u3001\u4e16\u754c\u4e2d\u3067\u6bce\u79d2400\u4e07\u4ef6\u4ee5\u4e0a\u306e\u5e83\u544a\u30ea\u30af\u30a8\u30b9\u30c8\u3092\u51e6\u7406\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n\n\n\n

\u30ea\u30a2\u30eb\u30bf\u30a4\u30e0\u4e88\u6e2c\u5206\u6790\u3068\u30d7\u30ed\u30b0\u30e9\u30de\u30c6\u30a3\u30c3\u30af\u306a\u30b9\u30b1\u30fc\u30eb\u3092\u7d44\u307f\u5408\u308f\u305b\u308b\u3053\u3068\u3067\u3001\u30d1\u30fc\u30c8\u30ca\u30fc\u306b\u300c\u3088\u308a\u30b9\u30de\u30fc\u30c8\u306a\u6210\u9577\u300d\u300c\u3088\u308a\u9ad8\u3044LTV\u300d\u300c\u6e2c\u5b9a\u53ef\u80fd\u306a\u30a4\u30f3\u30af\u30ea\u30e1\u30f3\u30bf\u30eb\u306a\u52b9\u679c\u300d\u3092\u63d0\u4f9b\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

Download the pdf version of the case study 私たちはHAEGINと協力し、米国のiOSにおけるマルチプレイヤーシミュレーションゲーム『Play Together』の離脱ユーザーをリエンゲージしました。このゲームは、複数のプラットフォームで全世界2億人以上のユーザーに楽しまれており、プレイヤー同士がコミュニケーションや協力を通じてさまざまなタスクをこなす、魅力的な環境が特徴です。 成果の概要 >400% 8週目までにROAS D7がKPIを大幅に達成 2.6x 2週目までにキャンペーン規模が拡大 26% 2週目までにD7ユニーク再購入コストを削減 キャンペーンの目的 このキャンペーンは、過去にアプリ内課金を行ったことのある離脱ユーザーをリエンゲージし、ゲームへの再訪と追加課金を促すことを目的としていました。KPIはROAS D7です。 「Persona.lyは優れたDSPパートナーであり、一流の協業体制と卓越した成果を提供してくれます。対応が非常に迅速で、成果向上のためのインサイトも積極的に共有してくれるため、素晴らしい成果を一緒に達成することができました。 特に『Play Together』のリターゲティングキャンペーンでの成功を受けて、今後さらにパートナーシップを深めていけることを楽しみにしています。」 채수비（チェ・スビ）– UAマネージャー \/ HAEGIN プログラマティック再エンゲージメントのプロセス HAEGINとの再エンゲージメントキャンペーンを開始した際、私たちは独自の「Live Audiences」セグメンテーションエンジンを活用し、再エンゲージすべき主要なオーディエンスを迅速に特定しました。 当社の機械学習を活用したプログラマティックDSPは、Tier1の広告エクスチェンジと専属で統合されており、毎秒400万件以上の広告リクエストを処理します。これにより、迅速なデータ収集とキャンペーンの最適化、高品質なトラフィックの確保が可能になります。 キャンペーン初週には、ROAS D7のKPIを約9倍も上回る成果を達成しました。DSPが初動でさらなるデータを収集し、追加課金の可能性が高いセグメントをターゲティングできたことで、D7ユニーク再購入コストを大幅に削減することができました。 キャンペーン期間中を通じて、キャンペーン規模を拡大しながらも、ROAS D7のKPIを大きく上回る成果を継続的に記録しました。 キャンペーン結果 キャンペーン規模の 拡大とROAS D7 HAEGINとのキャンペーン開始当初から、私たちはROAS D7のKPIを大きく上回るパフォーマンスを発揮しました。この早期の成功により、HAEGINチームは当社の実力に強い信頼を寄せ、予算の大幅な増額に至りました。 その後の週でもROAS D7のKPIを継続的に上回り、最終的には400%以上の成果を記録しながら、着実にキャンペーン規模を拡大していきました。 入札最適化とユニーク再購入コストの削減 Iキャンペーン初期段階では、追加課金の可能性が高いオーディエンスセグメントのデータ収集を進める中で、私たちは保守的な入札戦略を採用していました。 十分なポジティブシグナルが蓄積され、さらなるアプリ内課金が見込まれるユーザーセグメントとそうでないセグメントを判別できるようになると、入札は前者に集中され、購入確率の高いセグメントをターゲットにすることで、プログラマティックオークションの競争も高まり、CPMも上昇しました。 それにもかかわらず、第2週までにD7ユニーク再購入コストを26％削減、第8週には33％削減する成果を達成しました。 マルチアームバンディットによるクリエイティブ最適化 リエンゲージメントキャンペーンにおける純増効果を確保するため、私たちは動画広告のみを使用しました。プログラマティック領域でも最も収益性の高い広告形式である動画は、ユーザーを再びゲームの世界に没入させ、誤帰属コンバージョンのリスクも最小限に抑えることができます。 セグメントサイズが限られている中では、クリエイティブ効果の磨耗を防ぐためのクリエイティブ更新が重要でした。当社のDSPはマルチアームバンディット方式によるクリエイティブ最適化を実装しており、新しいクリエイティブの迅速なテスト、成果の高い「チャンピオンクリエイティブ」の優先配信、成果の低いものへの配信縮小を通じて、パフォーマンスを損なうことなく最適化を実現しています。 HAEGINについて HAEGINは2017年の設立以来、自社開発タイトルを基盤に、世界中で愛されるゲームを提供してきました。2018年の『ホームランクラッシュ』を皮切りに、『OVERDOX』『エクストリームゴルフ』『Play Together』『デミアンサガ』『ホームランクラッシュ2：レジェンズダービー』など多彩なタイトルをリリース。2021年にリリースされた『Play Together』は2億ダウンロードを突破し、2025年にはSteam経由でPC版も展開されました。2023年には、アジア太平洋地域のIT・ソフトウェア分野における急成長企業ランキングで、韓国企業としてトップに立ちました。 … <\/p>\n

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