歐洲：一個古老又新生的市場

Kenneth劉汶昊Mobvista 歐洲大區總監

文 | Ivy

編輯 | Fred

歐洲市場是每個互聯網公司嚮往攻下的黃金市場。這裡有高質量的用戶，成熟的付費習慣，高額的廣告收入和先進的科技。

而另一方面，由於人口基數相對小，語言不統一，歐洲開發商，尤其是應用開發商，真正能走向世界領先的少有人在。

也有人說，歐洲成熟的pc技術造成移動互聯網轉型緩慢、歐洲人追求極致的工匠精神與移動互聯網小步快跑形成鮮明的對比，阻礙了歐洲移動互聯網的發展。

本文，Morketing聯合Mobvista推出《移動營銷全球觀》系列訪談第六篇，通過直接對話Mobvista歐洲大區總監Kenneth劉汶昊，帶大家了解歐洲市場的概況。

Mobvista 歐洲辦公室

1、談談歐洲移動互聯網營銷市場的規模和體量，以及發展潛力？

歐洲、中東和非洲（即「EMEA地區」），尤其是歐洲，仍然是全球最大的移動在線市場之一，投資回報率高，用戶多樣。

我看了IAB歐洲和IHS Markit的數據，歐洲的數字廣告支出在2016年增長12.2%到417.9億歐元。這個總體數據和我們公司的業務增長也相符。遊戲與博彩類在這個市場上還在增長，E-life在未來幾年可能會有巨大的增長潛力。

2、分析當地市場的特點？可以提煉幾個概要，然後細化分析內容。

這個市場很矛盾，一方面像個古老的貴族，另一方面又有著新生的活力。

老貴族的儀態是包括互聯網在內的很多行業都能感受到的：在這個市場上，陳舊的、基於網站和wap網站的在線業務，如成人、博彩和移動內容仍然發展很好。

而年輕活潑的一面是這裡有許多新的商業模式正在興起並成長，如手機遊戲，線上約會和電子商務等。

3、Mobvista在本區域市場上，主打客戶是什麼？當地的移動營銷主要廣告主是哪類？與客戶的合作模式主要是直客，代理還是其他？

移動遊戲公司在這個市場無處不在，包括世界知名的公司，如英國的King，芬蘭的Supercell和德國的Goodgames。博彩、運動等休閑類移動內容也很受歡迎。而且，本地的電子商務和E-life業務也是快速增長的市場。

Mobvista在3年前開始與EMEA地區的遊戲、娛樂場和移動內容廣告客戶合作。 如今，我們與300多個本地客戶建立了直接的合作夥伴關係，為這些廣告客戶實現的日曝光量超過15億。

4、Mobvista在當地的業務模式（比如計費模式cpmcpc……）和業務量、規模如何？

多樣化、覆蓋廣且靈活的模式。

我們可以為遊戲和工具類廣告客戶提供CPI及CPE流量以推動應用安裝，也可以為移動內容提供商提供CPA流量，以便用戶獲取。我們可以提供CPL流量來引導業務，進行用戶註冊，也可以向博彩類和體育類合作夥伴提供CPS流量以獲得收益。同時，我們還可以向品牌廣告客戶提供CPM / CPC流量，以提升品牌知名度。

5、當地市場的媒體資源現狀如何？哪種類型的更受歡迎。

EMEA的媒體資源與全球市場情況相同。EMEA地區在電視，數字和線下媒體資源方面處於領先地位。這些媒體擁有眾多資源，其中最受歡迎的資源來自一些媒體巨頭，如BBC，他們甚至可以引領這個市場的走向，而廣告客戶將跟隨他們製造的新趨勢。但是同時，新興的移動媒體資源的需求增長十分迅速。

作為移動廣告平台的領先者，Mobvista一直保持與EMEA地區的巨頭公司合作，幫助補充他們的移動營銷流量。我們的流量擁有各種領先和高效的展示樣式。對於品牌和效果客戶，我們可提供原生信息流和視頻廣告、插屏和開屏廣告。針對效果類廣告客戶，我們還有應用牆和激勵視頻，這些形式都受到廣告客戶的歡迎。

6、評估下當地移動營銷發展成熟度如何？與其他區域的差異在哪？發展潛力如何？結合Mobvista經營現狀，談談對於該市場的未來期待？

從這個市場目前的發展來看，我不敢說它能與亞太及北美這樣表現強勁的地區相匹敵。但是，正如我之前解釋的那樣，這是一個看似過氣而其實又正在煥發活力的市場，在品牌、遊戲、博彩等領域，EMEA依舊是世界的先驅，而其它版塊也都在迅速增長。潛在的增長將來自包括電子商務在內的遊戲和E-life。

7、從您的視角，能否總結一個您認為全球移動營銷發展最明顯的趨勢？

遊戲和E-life.

8、對於中國的出海企業來說，不同類型的產品在當地的市場空間有多大？可分互聯網客戶和傳統客戶來談。

不得不說市場容量是巨大的。我不止一次強調了E-life這個領域。作為一個生活在歐洲的華人，我很高興看到中國的生活服務領域，特別是E-life，發展速度超過了西方。中國人在手機上就可以過完一天，而歐洲人則以更傳統的方式生活。

但是現在歐洲人的E-life需求明顯在爆發，外賣APP能馬上叫出名字的就超過10個；按摩，家政，洗衣這些生活領域都有層出不窮的新入者在搶佔市場。

相較之下不太談論生活的中國人反而是創造出了很多優秀的生活服務類產品。現在是中國互聯網公司改變世界，引領移動生活的時候了。非常歡迎所有的國內移動互聯網企業拓展歐洲市場。

以下為採訪英文版本：

1. Talk about the marketscales of Internet mobile marketing in this region and the developmentpotential of future?

EMEA, especially Europe, is still one of the strongest mobile on-linemarkets around the world, with high ROI and sophisticated users. According tothe Interactive Advertising Bureau Europe (IABEurope) and IHS Markit, digital ad spending in Europe swelled 12.2% to €41.79 billion ($46.23billion) in 2016. Game & Gambling are still growing in this market. E-lifecould be a big potential growth in the coming years.

2. What do you think about the particularity of this regional market?

Old butBold

Oldmeans you can see much old on-line business in this market is still workingwell on web sites and wap sites, such as adults, gambling, and mobile content.

Boldmeans lots of new business models are emerging and growing, such as mobilegames, dating, and e-commerce.

3. WhatMobvista』s targeting clients in this market? Who are your main advertisers andWhy? Does Mobvista cooperate with them directly or via agencies?

Mobile Game companies are everywhere in this market including the worldrenowned examples, such as King in the UK, Supercell in Finland, and Goodgamesin Germany. Casino, sports and other casual mobile contents are popular on thephone too. There is a fast growing market, moreover, for local e-commerce ande-life business.

Mobvista started working with the EMEA game, casino and mobilecontent advertisers 3 years ago. Nowadays, we have more than 300 direct localpartnerships, and the daily impression from us to our EMEA advertisers is over1.5 billion.

4. WhatMobvista』s business model (paid by CPM/CPC/CPA etc) in this local market?

Multiple flexible models. We can offer CPI traffic to game and utilityadvertisers for application installs; We can offer CPA traffic to mobilecontent providers for user acquisition; We can offer CPL traffic to leadgeneration business for user registration; we can offer CPS traffic to casinoand sports partners for revenue share; And we can also offer CPM/CPC traffic tobranding agencies for brand awareness.

5. How about the media resources in the local market?Which kind is the most popular?

Media Resources are the same as global resources. EMEA is in the leadingposition of all media resources such as TV, Digital, and Off-line. It is themarket that initiated many kinds of resources. The most popular resource willcome from some Media giants, like BBC, no matter what kind resource theylaunch, advertisers will follow the new trend.

Mobvista is always working with the giants in EMEA to supplement theirdigital formats. We have all kinds popular and efficient formats with ourpublishers. For branding and performance, we haveNative Feeds & Video, Interstitial and Splash Screen. For performanceadvertising, we also have App Walls and Rewarded Video, which are popular withour advertisers.

6. How will you estimate the developmentdegree of the mobile marketing in this local market? What are the differencescompared to other regions? Where』s the potential and how will you expect fromthis market?

Iwon』t say the development degree of this market is as high as some developingareas such as APAC. As I explained before, however, this is an old but bold,leading and growing market, which contains full of opportunities. The potentialgrowth will come from games and e-life including e-commerce.

7. From your perspective, could youplease tell one of the most obvious trends？

Games and e-life.

8. For Chinese going-out companies,how s the market capacity for different kinds of products from Internetcompanies and traditional brands?

I have to say thecapacity is huge. I emphasized e-life above more than once. As a Chinese livingin Europe, I』m proud to see the life in China, especially the e-life, ischanging faster than that in the West. Chinese can do everything with a phonewhereas the European is living in a more traditional way. So it』s time forChinese Internet companies to change part of this world and to lead the e-life.

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