App Marketing

A year of success: Our partners review 2016

James Haslam
Senior Content Manager
Topics

You may have already seen our year in review, and how successful 2016 has been for Adjust, but we’re only part of the mobile ecosystem. We wanted to find out what’s been happening in the industry as whole, and to do that we asked a few partners how their year has been, and what they’ve been working on in 2016. We’ve compiled their answers, with a deep and interesting take on the year just passed. How did your year match up? Find out below.

“Successful advertisers look at the whole picture”

Mark Rosner, CRO - AppLovin

What was the biggest change you saw for mobile marketing in 2016?

Everyone got much smarter about how they spend. There was a shift from spending just to advance in the charts, to spending in a fashion that showed real returns. Also, brands started shifting their budgets to mobile, where everything is far more measurable.

What was your highlight of 2016, personal or professional?

The announcement of the acquisition of a majority stake of AppLovin was the culmination of years of hard work, so that was a real highlight. 2016 was also great for the industry overall as ad tech businesses continued to show they can drive real value for customers and shareholders.

Could you share some inspirational things that some of your clients have done that other advertisers can learn from?

Successful advertisers look at the whole picture, including what’s driven explicitly by spend, but also what drives increases in organic downloads. They look at all channels: display, video, social, and influencers. Most importantly, they optimize the experience so that when a user engages with their app, they are guided through a process that makes them loyal, retained customers. The best advertisers work every day with their mobile marketing to ensure this happens in a sophisticated fashion that delivers ROI.

“Consumers are now using mobile devices and applications throughout their path to purchase”

Lucy Rogers, Global Mobile Partnerships Director - Criteo

What was the biggest change you saw for mobile marketing in 2016?

One of the biggest and most exciting changes we saw in 2016 was the increase of purchases occurring in-app, specifically for Retail and Travel marketers. Consumers are now using mobile devices and applications throughout their path to purchase - doing everything from researching products to completing purchases. Additionally, retailers are making it easier for consumers to browse products within an app, offering rewards and allowing for purchases with just one click. Apps are able to capture purchase data and push consumers towards products they’ve searched. As reported in Criteo’s State of Mobile Commerce Report this year, apps remain the most efficient channel for retailers, driving a larger percentage of shoppers down the purchase funnel, and converting at 3X the rate of mobile web.

As we look to 2017, I expect this trend to continue to grow as users continue to spend more time within apps, and retailers perfect their app marketing strategies to reach the user with the right product at the right time.

What was your highlight of 2016, personal or professional?

The biggest highlight for me was joining the Criteo team in November! It’s been exciting for me to learn about the organization and to start helping the business grow our mobile partnerships around the world. We have big ambitions for 2017, and I’m grateful to be a part of such a knowledgeable and experienced team.

Could you share some inspirational things that some of your clients have done that other advertisers can learn from?

Many of our clients are looking to expand their business beyond apps and work with a partner that can identify and target users across channels to show incremental ROI. Universal Match, which is a unique advantage of Criteo Dynamic Retargeting, allows for a single, real-time view of the consumer across browsers, devices and apps. Some of our clients have been particularly innovative in the speed at which they’ve adopted this solution to ensure that every user receives the most relevant ads, optimized for each moment and device.

“Rewarded video became the ad format of highest demand in 2016”

Patricia Schmiss, Strategic Partnerships Manager - Fyber

What was the biggest change you saw for mobile marketing in 2016?

There were three big changes that we saw in the past year:

  1. Much greater advertiser focus on ROI, and usage of KPIs beyond the install.
  2. Rewarded video becoming the ad format of highest demand.
  3. Playable ads also reaching the mobile space.

What was your highlight of 2016, personal or professional?

Completing the full integration of an acquired competitor was a lot of work, but very rewarding and had good learnings in the end.

Could you share some inspirational things that some of your clients have done that other advertisers can learn from?

Nordeus decided to use their budget for client Xmas gifts on another project, donating it to this initiative instead.

“2016 has been the year of mobile!”

Rajesh Pantina, Marketing Lead - InMobi

What was the biggest change you saw for mobile marketing in 2016?

2016 has been the year of mobile! Be it automotive, retail, travel or entertainment, inexorable spikes in technology, ideas and platforms have time and again made mobile the cynosure of human engagement. As consumers continue to increasingly engage with mobile devices through the day, marketers will only further their integration with all things mobile.

“We’ve always been bullish about performance marketing”

Catherine Mylinh, VP of Marketing - Vungle

What was the biggest change you saw for mobile marketing in 2016?

At Vungle, we’ve always been bullish about performance marketing. We’re excited that the market has embraced this way of doing business and to see this trend expand into 2017 and beyond.

Advertisers will continue to turn to performance marketing as a quantifiable and defensible way of building a long-term business. In 2016, consumers demanded more ad-blocking technology, which tells us traditional digital advertising is turning off audiences. Advertisers need to acknowledge this and look for better ways to reach users, combat ad fatigue and measure the downstream metrics that impact their business. As a result, there will be greater scrutiny around advertising and marketing performance. The channels in which marketers spend will be forced to deliver LTV performance beyond the first impression and/or install. At the end of the day, marketers want reach and scale of quality consumer audiences, and they need technologies that provide them a true calculation of the costs to acquire new customers, as well as grow the value of existing ones as it relates to those customers’ LTVs.

What was your highlight of 2016, personal or professional?

It’s been hugely rewarding joining Vungle and being a part of a fast-growing team. Our DNA is changing here; we went from a small ad tech company 18 months ago to almost doubling in headcount and increasing revenue exponentially in 2016.

Personally, I am proud of how we’ve matured and learned to work together as a truly cross-functional organization. Professionally, we’ve become a premier growth engine for some of the biggest mobile advertisers and publishers in the world. Our mission resonates with our core customers: performance marketers who demand defensible advertising ROI and ad revenue for their mobile apps.

We also grew globally — achieving 400 percent year-over-year revenue growth in China alone, which benefits our customers, who are looking to firm up their audiences worldwide, and their end users, who are exposed to new apps and experiences.

Could you share some inspirational things that some of your clients have done that other advertisers can learn from?

Vungle continues to exceed business goals with our long-standing gaming customers, who have led the charge on performance marketing. We’re honored our customers are our biggest advocates.

Playrix saw a 200 percent return on ad spend (ROAS) while growing its Chinese user base; on the monetization side, we worked with them to achieve a 40 percent revenue lift. Another leading app developer, Zimad, saw double-digit growth across Android, iOS and Windows.

New brands and verticals have also embraced the performance marketing approach: Within three months of working with Vungle, Ibotta reduced its cost of acquiring new paying users by up to 50 percent. It also doubled the number of new users that made purchases within the first 30 days of installing its app.

Another mobile commerce company, Memebox, was able to get 6x more complete video views. With the combination of action-oriented creative experience and LTV optimization, Memebox was able to specifically target and acquire high-value users who would go on to make at least one purchase. This all led to Memebox generating a 200 percent increase in return on ad spend.

It’s awesome to see brands take advantage of the best practices many of our gaming customers have developed to build top-grossing apps.

We’d like to thank all of our partners for their contributions, and for the work we’ve collaborated on in 2016. Keep your eyes on the blog as we move into the New Year, and we wish you all the best for 2017.