Reading · Strategy

Global spray with a very flat head: 136 markets, but the top market (France) is only 1.25% and the top 18 total just 20.3%; the other 118 hold 79.7% — breadth over breakthrough.
The entire head is European: FR / DE / ES / TR / IT / NO / GR / PL / FI / RO / BE / GB / NL / SK / HR / IE / LT / LV — the US, Japan, Korea, Brazil, India and Indonesia all fall outside the top 18. Combined with a high-eCPM IAA model, this shows its volume core is high-value European markets.
Equal weighting, not tiering: European shares sit in a narrow 1.04%–1.25% band, so budget is spread market-by-market rather than tiered by ROI — high-potential markets may be underfunded while inefficient ones keep burning budget.
Feasibility comes from the product: a block puzzle is nearly text-free and therefore natively multilingual, so 136-market coverage works product-wise; the gap is only in allocation granularity.

Recommendations

Equal → tiered: split markets by ROAS / eCPM into core (European head), upside (US / JP / KR high-ARPU) and volume (SEA / LATAM / MENA cheap traffic), each with its own budget and bid rules.
Prioritize a US test: the US missing from the top 18 does not match its global revenue weight — run a dedicated budget package plus US-specific creatives to see whether it is algorithmically underrated or genuinely sub-ROI.
Stop-loss on the long tail: rank the 118 tail markets by ROAS, reclaim budget from persistently inefficient ones and concentrate on the top 20 to lift incremental ROI.
Optimize within Europe: deepen mature markets (GB / DE / FR) with high-production creatives and higher-LTV hooks; drive volume in the Nordics and Baltics (NO / FI / LT / LV) with cheap traffic.
Decide media-by-market: use the §1 matrix to avoid wasting second-channel test budget in markets with zero Pangle inventory (GR / PL / FI and others).

关键结论摘要

一、媒体 × 地区 投放矩阵热力图