Industry Insights
Worldwide Distribution: Mobile App Marketing and Distribution with moblin

yair-yaskerovitch-moblinYair Yaskerovitch
Director, Global Media Department
moblin

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For those of us not familiar with Moblin, please tell us a little more about your company and platform.

moblin is a mobile marketing pioneer, founded in 2007. We hold 2 main operations: mobile agency and a mobile app distribution platform (Skipper). We combine the knowledge of our industry veterans and our propriety, tailor-made technology. We have been market leaders in mobile/app marketing and advertising since founding the company.

Our in-house platform called Skipper (a Microsoft case study) specializes in mobile app distribution using our programmatic and machine-learning capabilities to ensure highly engaged/value users.

In past few years, our company has won some of the most prestigious awards such as: Cannes’s Silver Lion, Deloitte’s tech fast Top 50 & Top 500 in EMEA and just recently we have entered into the Red Herring top 100 list. Big data and marketing technologies is our core.

 

You’ve partnered with Tier 1 Carriers, Mobile Retail Stores, OEMs and Manufactures through your Pre-Installed App Network, and have direct access to over 100M mobile devices. Can you explain more on how this works?

In our instant search for high volume and quality publishers who will be able to distribute apps on a very large scale for our clients, we have partnered with some of the biggest Carriers and device manufactures which are capable of installing apps on over 100MM devices yearly. We looked for a new way to find the gold – quality user acquisition. And cut all the funnel from impression to click to install etc. We see it as a great cost effective channel for the big brands and well known developers to distribute their apps globally, with high scale.

 

How important would you say creative is in a mobile user acquisition campaign? Do you have an in-house creative team that helps a UA manager with this? Are there any creative tips you can give you budding app developers looking to start their first campaign?

We think it is super important. Since our inception Moblin has established a full service agency including a creative studio in-house to make sure we provide our partners with all of their campaign’s needs.  With regard to tips, mobile screens are relatively small so a clear straight-forward massage with a clear CTA is crucial for the engagement. We also have seen great attraction via video & content discovery campaigns and those are highly recommended.

 

What is the role of incentivized traffic in user acquisition? Would you say it is mostly for burst campaigns and boosting App Store rankings, and not meant to be evergreen?

These days, Incent traffic is mainly used for boosting store positions but with some titles (especially games) we have seen some great users coming from this channel.

 

Ad fraud is one of the biggest problems in mobile advertising today, with many disreputable ad networks sending fraudulent clicks and installs to advertisers. How can a UA manager quickly identify if a network partner is sending them fraudulent traffic?

It’s becoming really difficult to locate Ad fraud these days and UA needs to use top of the line ad fraud tools to identify this traffic. Locating uncommon user behavior via their analytics can assist as well as: retention, attribution, or event rates that don’t fall under the usual statistics.

 

Retention rates for mobile apps are known to be horrible, with over 80% of users becoming inactive after the first 30 days. Do you think this will ever change, and how can an app developer increase their retention rate?

I think most appstores are already super crowded and more than that users got used to specific apps. it creates a big challenge for app developers to keep their users coming back. We believe the key for good retention is within the product.  Most app developers these days are working on improving their UX and CRM tools to achieve a better personalization with their users. This has brought them a better retention rate and a higher LTV when focusing on the user’s needs.

 

There are so many different networks an advertiser can work with, over 1000s across the world. Do you think that this is sustainable, and how do you see the number of players evolving over the next few years?

The ecosystem has changed tremendously since we started but we believe it will sustained in that only the high value players will continue along the road. Companies with real assets and technology will be always needed.

This is exactly one of the reasons we have built Skipper for the last 2 years. Skipper combines under 1 interface all the networks out there (well, almost all). Skipper’s main advantage is the unified campaign management screen we offer. Combined with our KPI’s engine (setting your campaign KPI’s).

 

Rebrokering of inventory is another big issue in the mobile ad industry, with networks re-brokering their client campaigns out to other networks to fulfill install volume rates. How can an advertiser quickly identify if a network is rebrokering their deal to others and why do you think people dislike it so much?

Re-brokering is a big issue due to the cannibalism it creates. When this is happening, UA costs are forced to increase by those re-brokers and it creates a situation where developers are getting overbid. Obviously this will bring them negative ROI along the way and that is why this is a very big and bad issue for our ad industry. Transparency will be the key to minimize the situation.

 

Re-engagement campaigns are coming in vogue, where app developers will buy ads to re-engage inactive users with a deal or virtual rewards. Do you have any tips or benchmarks for when a user should be re-engaged? (7, 14, 30 days inactive?)

We believe that general re-engagement messages should be communicated from the beginning in order to increase retention (especially because 20% of apps are used only once on avg.) The key for a great re-engagement campaign comes from A/B testing and personalization. Developers should gather user behavior data right down to the individual user level, create segmentation and use personalization per segmentation to ensure the correct re-engagement strategy is being used.

 

Lastly, what is your take on the future of mobile user acquisition?

Developers will aim to more quality, transparency and sophisticated programmatic & machine learning algorithms . In other words, smart media buying.

 


 

moblin has been planning, executing, tracking and optimizing mobile campaigns for nearly a decade. Running successful campaigns across tens of thousands of mobile publishers, ad networks, exchanges and media partners, moblin creates an optimum funnel for user acquisition from day one, finding the right media mix – including interstitial, video, rich media and more – for every vertical and targeted goal.

We use cutting-edge technologies to create business advantages for our customers and publishers, and to generate buzz when promoting mobile assets.

In 2015, building on in-depth industry expertise and business relationships, moblin launched the first and only Pre-Installed App Network. Providing unparalleled access to tier-1 carriers, stores distribution channels and manufacturers worldwide. The moblin Pre-Installed App Network changes the economics of mobile user acquisition for big brands.

moblin is run by a team of mobile marketing veterans with global reach, unique and powerful mobile app distribution platforms, as well as tracking and optimization technologies. As an ad-tech company, moblin uses big data, programmatic buying, machine learning via rules and a unique analytic platform to increase app visibility, drive publisher revenue and connect brands with their audiences.

 

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