March 10, 2017
While the discussion on native ads goes on endlessly, Dailyhunt may be the only one mastering it.
Dailyhunt, the Indian version of Toutiao, received additional $19 million investment from Toutiao last month. In last October, Dailyhunt received $25 million in D round financing led by Toutiao. With additional investment from Toutiao within half a year, Dailyhunt enhanced its leadership as No.1 news App in India.
The DailyHunt APP has recorded 150 million downloads up to now with DAU up to 30 million. It aims to gain 6-7% share in the $4 billion Indian digital ad market with DAU up to 150-200 million.
As the largest content aggregator in India, DailyHunt has been doing great in content copyright accumulation and keeps improving and updating its recommendation algorithms. The company once said they will learn from Toutiao’s personalization and machine learning algorithms and expand from text-based contents to audio and video.
Toutiao CEO Zhang Yiming said: “There are 400 million potential users in India and Dailyhunt’s advantages is to provide contents in local languages.”
DailyHunt is favored by Chinese companies and investment because it takes roots in local market. Its advantages can be summarized with two words: India and content.
With great potential, India and Southeast Asia have been the outpost of Chinese mobile companies. It has been a hot topic on how an APP can survive and succeed in local markets.
The APPs going out to overseas markets have gradually shifted from utility APPs in the beginning to content APPs. Even big platforms like Facebook, Baidu, Alibaba and Tencent are focusing on contents. According to eMarketer, the worldwide millennials prefer brands to provide contents (73%) or tell stories (67%). Storytelling has become the most important method in brand communication. As opportunities and competition co-exist today, new problems rise. Do content-based APPs have a future?
DailyHunt APP has an answer for this question.
Growth Experiences of Indian No.1 News APP
It is a truly India-style process.
1. Platform Transition: Symbian to Android
DailyHunt for Android was up backed in 2012 when Nokia entered its peak time in India. Meanwhile, Symbian system rapidly declined and Android rapidly rose to dominant.
Source: Tech in Asia
2. Localization: Made for Indians
Language is the key for content APPs in India. BBC’s survey shows that only 1 out of 10 Indians, or 120 million, speak English. While Indian constitution confirms 23 languages, SIL Ethnologue listed 415 languages being used in India.
DailyHunt believes while early Indian Android smartphone users are familiar with English and tech news, the majority users in the future will speak local languages and demand mass news. Therefore, they support 15 languages including English, Hindi, Bengali and Tamil, and enable fonts that were not natively supported in these mobile systems.
Engage and acquire users in their own languages.
Monetization Experiences of Indian No.1 News APP
As users reach a certain level, sustainable development requires more than financing, but organic growth and self-monetization. DailyHunt chose two types of native ads for traffic monetization – native feeds and native APP wall.
At DailyHunt’s news home page, users can sometimes see several ads or never notice they are ads. In terms of forms, these ads are highly compatible with other contents in the page to ensure no interference on user experiences. In terms of type, these ads are filtered with data and algorithms to ensure users to see contents they are interested in. This is the value of accurate distribution, which in turns leads to high eCPM for developers.
There are also brand ads in DailyHunt’s news feeds, which is in line with eMarketer’s analysis. As contents get popular, brand owners naturally want to spend their budget on high quality content platforms. For developers, it is undoubtedly good to increase APP influence and revenue. The problem is how to get access to such brand ads.
Native APP Wall
Packaging ad materials in a native way means to present ads as recommended news. By clicking the news title, users can be directed to the download page in APP Store. Also prioritizing user experiences, this type of ads takes full use of ad slot resources and help developers to maximize revenue.
What’s behind it is a set of smart and dynamic algorithms. The self-matching custom algorithms accurately filter resources requested by each ad to greatly improve the accuracy of eCPM estimation and present the best-matching ads at the most appropriate places in APPs. Meanwhile, it can shield competitors’ ads.
The process includes: 1) the 3TB log data from Mobvista, and its GA and NativeX ensure sufficient statistics and analysis of user data; 2) Enable best results for location-based ads through targeted user characteristics and factors in log data like geography and interests.
All start from connecting to Mintegral, a native and video ad mediation platform, which provides developers with best monetization solution with top quality international ad sources, customizable native ad formats and algorithms.
The same thing happened to Camera360. Since their integration to Mintegral in July 2015, its revenue grew 1000% in 2016. SHAREit’s revenue grew 600% from January to the end of 2016.