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en Interview Series

Industry Exposed #19: Bidstalk “Mobile Adtech Is Moving Towards Automation and Machine Buying, But It Is Also Increasing Entry Barriers”

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Welcome back to our Industry Exposed series! For this installment, we have an insider guest: Vaibhav Gupta, co-founder and CEO of mobile DSP Bidstalk. The company was acquired by AppLift in May 2015, and, since then, Vai joined the AppLift management team as Chief Innovation Officer, on top of his responsibilities at Bidstalk. After the dust of the acquisition settled, we took some time to sit down with Vai and talk about the current mobile programmatic advertising landscape, and what lies ahead for the world of RTB trading.

An advertising technologist and a trailblazer, Vaibhav, together with his team, is building Bidstalk to be the one-stop white labeled RTB solution for advertisers, publishers, and agencies. Earlier, he was CTO of the India Operations at Airpush, where he redefined mobile advertising with innovative technological practices and business strategy. He has set afloat various innovative products with Golive Mobile, Advertising.com, Cerner and Gete, an e-com start-up. Vaibhav is a knowledge specialist in mobile advertising, real-time bidding, display advertising, and business modeling & analytics. 

adtech en

Mastering the 3 Pillars of Mobile Performance Advertising

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Programmatic ad delivery in the U.S. is poised to become a $20 billion market next year, with mobile ranking as the number one opportunity. Driving this massive growth in the mobile ad market is the proliferation of consumer data and advertisers’ ability to glean actionable insights. In fact, the data we have at our disposal today powers not only more knowledgeable and efficient media buys but also near-complete personas for targeting.

We’ve evolved from manual integrations to machine-learning algorithms and far more efficient mobile media buys. Advertisers are realizing the possibilities in cross-channel and multi-screen, but also how to use their own first-party data to improve performance and increase campaign ROI.

en Guest Post

Four Things To Do Before Your App Launch

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As an app developer or marketer, do you know how important it is to have strong app launch strategy?

With more than 1500 apps launched every day both on the Apple App Store and Google Play Store, needless to say that succeeding in the app world is incredibly challenging.

It is not only about crafting a great app: every element surrounding your core product should be maximized in order to increase your chances of success.

Marketing your app is crucial. It does not only start when your app is in the store. There are many actions that can be undertaken before your app is even finished. You need to get your app ready to compete with 1,5 million other apps.

Your app marketing strategies should therefore start early: 6-8 months before the launch is recommended.

Here are 4 great recommendations that will help you create a strong pre-launch strategy.

en Interview Series

Industry Exposed #18: Tune “Data Privacy: To Deliver Relevant Ads to End Users, Advertisers Must Win the Trust Of Those End Users.”

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Welcome back to our Mobile Industry Exposed Interview series! Data privacy and data security are becoming a high priority for the mobile marketing ecosystem. To get a better understanding of how it is changing the industry and what challenges lie ahead for advertisers, we spoke with Saira Nayak, Chief Privacy Officer (CPO) at TUNE. Among other things, we discussed the difference between US and European privacy laws and the need for companies to gain the trust of end users through education and simplified disclosures.Saira is Chief Privacy Officer at TUNE, leading the company’s external outreach on privacy and data protection matters, and ensuring TUNE’s compliance with global privacy requirements.Saira, a San Francisco native, has over 15 years of legal experience in antitrust, intellectual property, privacy and data security matters. Before TUNE, she was Director of Policy at TRUSTe, where she defined the company’s external policy platform, and advised on TRUSTe’s privacy management solutions. Prior to TRUSTe, Saira worked in-house at the Microsoft Corporation, where she counseled product groups on compliance with Microsoft’s antitrust consent decree with the US government, as well as privacy and data security issues.Saira formerly served as Antitrust Counsel for the National Association of Attorneys General (“NAAG”) and worked with state Attorneys General and their staff on a number of antitrust and consumer protection investigations. She also practiced at Dickstein Shapiro (Washington, DC), where she counseled clients such as HBO, Pfizer, and the Recording Industry Association of America.

en Mobile Marketing

5 Easy Steps to Creating a Powerful Push Campaign

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I’m sure you’ve heard the rumors about push notifications: that they’re spammy, un-engaging, and a nuisance to app users.

The rumors are true – that is, if you’re bombarding your users with irrelevant, constant and broadcast-to-all messages.

But like all good marketing, push notifications only work when they’re valuable to the end user. When a user has opted-in to receive push messages from your app, it means they are saying “yes” to receiving real-time alerts on offers, content and information relevant to their interests and needs.

We’ve found that 52% of people enable push on their smartphones, and that push has the ability to drive 88% more app launches and 3x higher retention. But broadcast push messages only have a 15% conversion rate, whereas segmented messages have a whopping 54% conversion rate.

The key to providing value through push is to create and run targeted campaigns based on user behavior, attributes and preferences.

In this post, we walk you through the five steps you can take to delight your users with personalized and powerful push messages.

en Mobile Marketing

The Most Overlooked Opportunity In Mobile Advertising Optimization

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What is your first day retention rate? I’m continually surprised by how few people I speak to know this number for their own apps.

Last year, Tapstream dug into a large set of its data (ignoring apps above one million daily active users) and looked at app retention rates for a sample month in 2013 then again the same month in 2014. Average first day retention in 2013 was 25% then it fell to only 15% in May 2014. Not only is it difficult to acquire users, but it’s also becoming much more difficult to keep them.

On the web, it’s routine to send ad clicks to custom landing pages with content geared towards the referring advertisement; in fact, it’s the defacto standard. We know it increases conversions and has a higher degree of success than sending clicks to our homepage. If this is the optimal strategy on the web, why aren’t we doing the same thing with our CPI campaigns on mobile?

Learn more about why you should be incorporating this unique mobile advertising optimization technique.

Asia en

7 Little-Known Facts About The Enormous Chinese Mobile App Market

As the second largest economy in the world (and one of the fastest growing), China offers a huge opportunity for many app developers. But it’s easy to miss certain quirks of the Chinese app ecosystem. In this post, I’ll dig into the essential—but often ignored—facts that every developer should know before tackling the Chinese mobile app market.

Mobile Dominates The Chinese Internet.

Like many developing countries, China has more and more mobile-only internet users. China’s overall internet penetration will reach 49.3% this year, with mobile internet usage surpassing that of PCs. According to 2014 data from the state-affiliated China Network Information Center, 83.4% of Chinese web users access the internet through mobile devices, while 80.9% do so via PC.

en Interview Series

Industry Exposed #17: “Privacy By Design: An Ounce of Prevention Is Worth A Pound Of Cure”

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Welcome back to our Mobile Industry Exposed interview series! Privacy is a paramount topic for us at AppLift, and, this time around, we spoke with  Christoph Bauer, CEO and founder of ePrivacy GmbH. We talked about the importance of data protection and privacy compliance. In particular, we touched upon the difference between US and European privacy laws, the need to respect consumers’ privacy, as well as the benefits of privacy by design for new products.

Christoph Bauer is the Founder and CEO of ePrivacy GmbH, which conducts certifications on data protection for digital products and companies and offers privacy related consulting. Among other things, ePrivacy runs the well-known ePrivacy seal in Germany and in the EU. Christoph Bauer has over 20 years of experience in the media industry as CFO and COO of larger companies such as AOL and Wunderloop, where he also developed the fields of data protection. He has substantive experience with data privacy seals, such as the ULD, EuroPriSe and ePrivacy seal which comply with the high standards of German and European data privacy regulations. He is an accredited auditor at ULD for the data privacy seal and for ISO 27001 (Information Security Management) and teaches as Professor at the HSBA in Hamburg.

en Interview Series

Industry Exposed #16: Localytics “A Brand’s Most Loyal Users Will Always Demand an App”

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Welcome back to our Mobile Industry Exposed interview series! This time we had the pleasure of speaking with Brian Suthoff, co-founder and CSO of Localytics, to discuss the benefits of using marketing technologies on mobile as well as the importance of nurturing your user base and pampering your most loyal users. We also touched upon the value of app metrics and analytics for real-time remarketing.

Brian Suthoff is a Localytics Co-Founder and Chief Strategy Officer, overseeing strategic alliance partners and long term platform strategy. Brian has been working in mobile since 2000 in a diverse range of technology companies, including data networking, performance management, and advertising. Before Localytics, Brian held senior roles in Business Development and Product Management at startups and Fortune 1000 companies, such as Third Screen Media (now AOL), Alcatel, Newbridge Networks, and Sprint. Brian has an MBA from The George Washington University School of Business and earned his B.S. in Business Administration from Rockhurst University.

Asia en

What Lies Behind The Great Firewall of China and Other Asian Mobile Idiosyncrasies

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The Great Firewall of China is a great challenge for both online and mobile market players. Our CEO and Co-Founder, Tim Koschella, recently sat down with ExchangeWire to discuss Asian-specific issues such as the Chinese Firewall, which causes longer bid responses in RTB traffic. He also touched on other topics, such as the fragmentation of inventories, ‘artificial barriers’ and government-imposed limits on traffic. 

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