Co-Founder & CEO
For those of us not familiar with YouAppi, please tell us a little more about your platform and core offering.
YouAppi is a pioneer in data-driven mobile customer acquisition. We offer a fully managed solution for premium mobile brands, providing one single point to streamline their mobile media buying. YouAppi’s OneRun platform combines the power of machine learning with our proprietary predictive algorithms, and cohort technology, to analyze the mobile content consumption patterns of over 1.5B users, converting data into profitable users. The company was founded in 2012 and our clients include The New York Times, Pandora, EA, Orbitz, Zynga, Yandex, Wayfair, and Viber as well as Asian clients Baidu, UC Union (Alibaba Mobile Business Group).
YouAppi recently closed a $13M round primarily to fund your expansion into Asia. Can you give us a sense of which countries you plan on expanding to first, and approximately how many employees you intend on hiring in each location?
YouAppi boasts a reach of over 1.5B mobile users, across 3,500 mobile apps and sites in your network, including marquee brands like The New York Times, Viber, and Pandora. From your internal data, is there a correlation between users converting at a higher rate on premium publisher apps and sites as compared to more niche publisher sources?
At YouAppi, our success in mobile user acquisition has come from focusing on post-install event analysis which are driven by each client’s Key Performance Indicators (KPIs). So, we’ll work with a marketer to determine which KPIs – perhaps the number of articles read in the last month or the number of items put in the shopping cart – and based on the selected KPIs, we know where and what kind of mobile users to look for. To answer your question, each customer’s conversion rates and patterns are unique and driven by the KPIs which drive their specific business.
How do you integrate data into the campaigns you run for clients at YouAppi?
We’re able to integrate both client data and internal data generated by our powerful machine learning technology and proprietary predictive algorithms through our OneRun Platform which conducts real-time multi variant analysis while analyzing over 250 terabytes of data daily.
What types of clients do you typically work with? Is it mostly large agencies and brands or mid-sized gaming app developers? Have there been certain types of creative or targeting executions that have worked for each?
Our clients include large and small direct marketers / brands and agencies. Though creative usually comes from the client’s agency, different types of creative and targeting work depending on the market segment being pursued. And most apps today will target multiple kinds of users simultaneously.
According to eMarketer, mobile video ad spending has increased YoY by 70% from 2015 to 2016 (projected). Does this corroborate with the data you are seeing internally – have many of your clients starting to experiment and scale their mobile video campaigns?
Due to YouAppi’s international expansion, we’re experiencing greater growth rates as a company, but when comparing growth rates in the US, we’re seeing growth rates in line with eMarketer’s projections.
Does YouAppi provide sub-source publisher transparency? If so, why do you think this is so important for brands and app developers?
Yes, YouAppi does provide sub-source publisher transparency for our clients. Given the layers of ad networks buying and selling traffic coupled with ad fraud, brands and app developers are right to demand publisher transparency.
It was recently reported that the Facebook Audience Network hit a revenue run rate of $1B in Q4 of 2015. With the vast amounts of data Facebook has on users, and the fact that it has been battle tested as an ad network — what do you think this means for the larger, independent advertising ecosystem at large?
The Facebook team have really done an amazing job of proving the efficacy of mobile advertising, and we believe that their accomplishments benefit the entire mobile advertising ecosystem.
Click and install fraud are huge problems in the mobile advertising industry, potentially causing advertisers up to $1B a year. From your internal data, what are some of the best ways to detect mobile ad fraud?
Though fraud is an issue for the entire digital marketing ecosystem, at YouAppi, because we rely on post-install event data (instead of merely generated app installs anyway possible), we’re less susceptible to fraud because our prospects are users who have taken a series of specific actions according to each client’s KPIs. (One would need a very sophisticated bot to replicate the actions needed to be tagged as a profitable prospect according to YouAppi’s predictive algorithms.)
Lastly, what do you see as the future of mobile brand advertising?
The future of ‘mobile’ brand advertising is simply ‘brand advertising’ because ‘mobile’ is becoming so ubiquitous that soon, we won’t need to mention it. Most marketing will be personalized to each of us on our own personal, mobile device.
YouAppi is a fully managed solution for premium mobile brands, providing one single point to streamline their mobile media buying. YouAppi’s OneRun platform combines the power of machine learning with our proprietary predictive algorithms, and cohort technology, to analyze the mobile content consumption patterns of over 1.5B users, converting data into profitable users. YouAppi was founded in late 2011 with offices in San Francisco, New York, Berlin, London, Beijing and Israel. For more information, please visit www.YouAppi.com.