数据显示，2016年中国发行商在除大中华地区以外国家/地区的综合下载量和收入排行来看，目前位居首位的是美国，而新兴的互联网市场，如印度，巴西，印尼，墨西哥和菲律宾等地区，由于处在智能机和移动互联网发展的高速阶段，市场发展迅速。

其中，收入最高的国家集中在如日本，英国，德国等成熟市场。

对与广大的开发者而言，如何在纷繁复杂的海外市场环境中做到知己知彼，是出海推广中最为重要的第一步。为此，Morketing联合移动广告平台Mobvista，推出《移动营销全球观》系列访谈，通过直接对话区域市场负责人，带大家深度了解不同的区域市场中，出海推广的第一手情报。第一期，对话Mobvista美国地区负责人，NativeX VP ，Dock Kim。

Dock Kim，the VP of Sales atNativeX，a Mobvista Company.

从需求侧看，美国是一个被高度教育的市场，效果类广告主的合作模式更为多元化，同时传统品牌类广告主的市场预算正在快速向移动端迁移，更愿意尝试技术推广产品；从供给侧看，美国程序化流量的占比较高，算法在广告投放的过程中有更多贡献，数据的价值正在被不断挖掘和认可。

对话内容

Morketing：谈谈美国市场移动营销的市场规模和发展潜力？

Dock Kim：截至年底，75％的在线内容消费将发生在移动端。全球应用商店下载量超过900亿。App应用开发者的收入超过350亿美元。美国是最大的市场之一，预计增长将继续下去。

Morketing：您认为美国市场有哪些特殊性？

Dock Kim：游戏客户最早采用移动营销。现在，非游戏客户和《财富》500强品牌，也将移动营销视为发展重点。

Morketing：Mobvista在这个市场上的目标客户有哪些？主要广告主是谁？ Mobvista是直接对广告主还是通过代理公司与他们合作？

Dock Kim：我们正在和世界顶级的游戏和品牌合作。这些公司之所以与我们合作，是因为Mobvista解决方案是基于效果的。当然我们也和代理商合作，Mobvista的解决方案适合多种客户需求，支持多样化的购买模式，也可以为客户提供定制化解决方案。

Morketing：Mobvista在美国本地市场主要支持的广告采买模式是什么？

Dock Kim：目前最受欢迎的是CPI。但是，如果客户想在CPE基础上进一步下调采购渠道，我们强烈地认为，通过优化技术，可以实现这一目标。

Morketing：Mobvista在美国市场对接的媒体资源如何？哪种媒体资源最受欢迎？

Dock Kim：精明的客户将测试所有媒体。从offerwall、展示、奖励视频到可播放的广告。今天的广告客户变得非常复杂，所以找到优质的用户比广告单元更重要。关键是不要偏好某个广告单元，而是关注结果。

Morketing：您如何评估美国市场的移动营销发展程度？ 与其他地区有什么区别？这个市场的潜力如何，您有哪些期望？

Dock Kim：我们现在生活在一个全球经济里，移动也反映了这一点。美国和亚洲的增长强劲。自从Mobvista从亚洲起家以来，我们是主要的参与者。认识到美国市场是非常重要的市场。我们正在投入大量的资源到美国市场，并且获得了巨大的增长。Mobvista的目标是成为一家拥有本地化服务的全球公司。

Morketing：从你的角度来看，移动营销市场目前最明显的趋势是什么？

Dock Kim：奖励视频继续同比增长。这是一个很好的解决方案，因为它适用于包括广告主、发布方和最终用户在内的整个移动生态系统。广告主喜欢这种方式获得的高品质用户，发布方喜欢广告产生的高eCPM，用户喜欢价值交换模式。在这个模式中每个人都获利。

Morketing：对于中国出海公司来说，互联网公司和传统品牌，以及不同类型产品的市场地位如何？

Dock Kim：中国企业被公认为世界顶级品牌。腾讯，阿里巴巴和百度被看作Facebook、亚马逊，Google，中国企业在美国消费者那里也受到欢迎。我认为中国企业的发展机会会更大，因为中国出口被广泛接受，特别是在移动领域，这实质上是创新。创新迅速的企业，以及最好的产品，将赢得消费者。

英文原文

Morketing： Talk about the market scales ofInternet mobile marketing in this region and the development potential offuture?

Dock Kim：By year's end, 75% of online contentconsumption will be mobile.  Worldwide app store downloads reached over 90billion.  App publishers made over $35 billion in revenue.  The US isone of the biggest markets and I expect growth to continue.

Morketing： What do you think about theparticularity of this regional market?

Dock Kim：Gaming clients have been the earlyadopters of mobile marketing.  However we are now seeing non-gaming andyour fortune 500 brands making mobile marketing a priority.

Morketing： What Mobvista’s targeting clientsin this market? Who are your main advertisers and Why? Does Mobvista cooperatewith them directly or via agencies?  

Dock Kim：We are currently working with thetop gaming and brands in the world.  These top companies work with usbecause our solution is performance based and our technology makes it easy forthem to work with us.  We work with the clients directly and/or with theiragencies.  We can accommodate any buying relationship the clientprefers.   

Morketing： What Mobvista’s business model(paid by CPM/CPC/CPA etc) in this local market?

Dock Kim：Currently the most preferred modelis CPI.  However if the client wants to pay further down the purchasefunnel on a CPE basis, we feel strongly that through our optimizationtechnology we can make that happen.

Morketing： How about the media resources inthe local market? Which kind is the most popular?

Dock Kim：Most clients want to buy The savvyclients will test all media.  From offerwall, display, rewarded video toplayable ads.  The advertisers today have become very sophisticated sofinding good quality users is more important than the ad unit.  Thekey is to not to fall in love with a particular ad unit and focus onthe results.

Morketing： How will you estimate thedevelopment degree of the mobile marketing in this local market? What are thedifferences compared to other regions? Where’s the potential and how will youexpect from this market?

Dock Kim：We now live in a global economy andmobile mirrors that.  We are seeing strong growth in the US and well andAsia.  Since Mobvista originated from Asia, we are a dominate player therebut we recognize the US market is a very important market for us.  We areputting a lot of focus and investment into the US market and currentlyexperiencing tremendous growth.  Our goal is to be a global company withlocalized services.

Morketing： From your perspective, could youplease tell one of the most obvious trends？

Dock Kim：Rewarded video continues to see yearover year growth.  It's a great solution because it caters to the entiremobile ecosystem of advertisers, publishers and the end user.  Advertiserslove the high quality users they obtain, publishers love the high eCPM the adsgenerate and users love the value exchange model.  Everyone wins!

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

Dock Kim：Chinese companies are recognized astop brands in the world.  Tencent, Alibaba and Baidu are just as recognizedas Amazon, Google and Facebook.  Chinese companies have done a nice job ofgetting their products in the hands of the US consumers.  I think there'sbigger growth opportunities ahead for the Chinese companies as China-outis widely accepted, especially in the mobile space.  It will comedown to innovation.  Whoever innovates quickly and the best products willwin the consumers.