App Marketing

What are mobile leaders thinking of today? The takeaways from Mobile Spree

Simon Kendall
Head of Communications

Let’s be honest. Most conferences don’t always deliver on what they promise. With this firmly in mind, we set about planning a conference with a difference. Doing away with tireless self-promotion, trumpet blowing and over-engineered product placements, the modus operandi of Mobile Spree was simple: get industry experts together in an awesome location and start a meaningful exchange about what really matters in mobile. So did Mobile Spree live up to expectations?

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Taking place on June 2, 2016 in Prenzlauer Berg, the heart of Berlin’s burgeoning tech scene, industry experts, influencers and mobile marketers flocked in equal measure to the inaugural edition of Mobile Spree. Hosted by Adjust at Stadtbad Oderberger - a beautifully converted, historical bathhouse - and packed with insightful keynotes and lively panel discussions, here’s a quick round-up of the day’s proceedings.

Session 1: Retention, engagement & growth

You always need a good opener. And we certainly had one with Erdem Inan from Peak Games. Erdem is a major advocate of narrowing your focus when marketing games apps: “If you focus on one market only, then you learn about customers and their expectations and can better manage CPC campaigns where you need to react very fast.”

Paul Malicki on retention strategies

Led by Brazil, smartphone ownership is spiking in Latin America, making it one of the most exciting growth markets of the moment. Headquartered in São Paulo, Paul Malicki from EasyTaxi discussed the unique challenges and opportunities this market presents and talked about how to boost retention during the activation stage with viral marketing campaigns.

Continuing in the same vein, the first panel discussion of the day focused on engagement strategies across paid & organic channels. Moderated by George Osborn from Mobile Mavericks, representatives from GetYourGuide, Wooga and HotelTonight weighed in on their varying approaches to user engagement. A lively discussion was followed by questions from the audience.

Session 2: Fighting fraud on all fronts

Next up was one of our own: Paul H. Müller, Co-Founder and CTO at Adjust. Paul moved the conversation on to one of the biggest topics and most persistent problems in mobile: ad fraud. Focusing on data gathered from the first six months of the Fraud Prevention Suite, Paul offered insights into how much influence businesses actually have when it comes to fraud prevention.

Ville Mikkola from TreasureHunt on adfraud & game theory

After lunch, Ville Mikkola from TreasureHunt took to the stage. Ville believes ad networks tolerate fraud because there is a fundamental - often financial - disincentive for them to combat it and warns any business looking to scale to “select your long term partners based on reputation and align the networks on your side.”

Eric Seufert from Rovio held the last of the keynotes on fraud. Delving into the business side of things, Eric focused on ad fraud in the gaming industry, where he believes the responsibility to tackle this problem lies squarely with the ad networks themselves.

Touching on issues raised in the keynotes, Christian, CEO and Co-Founder at Adjust, moderated a lively panel discussion with Adjust resident fraud expert Andreas Naumann, together with representatives from Rovio and Glispa.

Session 3: Expansion strategy, concept & user acquisition outlook

Moving on from fraud, Mats Diederichsen from Delivery Hero kicked off the next session. Mats detailed the challenges he encountered when building out Delivery Hero’s tech stack across 41 countries.

Eric Seufert speaking on "The Business End of Fraud"

The final keynote of the day was held by Jan Miczaika from Wooga. Jan believes the key to good app development is striking the balance between data-driven marketing decisions and creative input: “Nowadays in the current gaming market you have to master both sides, the creative and the analytics. Sometimes it’s hard to refuse creative things just based on the numbers.”

Rounding off an eventful day was a third and final panel discussion. This time moderated by Simon Kendall from Adjust and featuring representatives from Tamalaki, Easy Taxi and Applovin, the panelists discussed user acquisition in 2017 and beyond, and offered participants an outlook of trends to come.

What we learned from Mobile Spree 2016

Rubber ducky

We learned a lot at Mobile Spree. Listening to speakers and participants alike, we know that fraud is a topic that is not going away. Here at Adjust, we believe that the way to improve the industry is to develop a platform for a frank and honest exchange of ideas. Events like Mobile Spree can continue the dialog and raise awareness of these key issues.

Later on…

You know how it goes: what happens at the after show party, stays at the after show party. But what we can say is that all attendees were treated to a beautiful Berlin panorama from a rooftop bar where conversations raged well into the night.

Mobile Spree 2016 fast facts:

  • Inaugural edition
  • Over 140 industry experts in attendance
  • 8 keynotes, 3 panel discussions & 1 awesome after party

To get a taste of what Mobile Spree was like including highlights and quotes, download our PDF round-up of events here. Once the recordings go live, we’ll let you know.