Les Meilleures Sources Médias selon l’Index de Performance AppsFlyer : AppLovin
The AppsFlyer Performance Index H1 2016 is out and we’re proud to be hosting top media performers in the space based on our new rankings. We all know just how crowded the mobile media space is so we wanted to find out how these companies manage to elevate themselves and stand out. Our first Q&A is with Mark Rosner, Chief Revenue Officer at AppLovin. The US ad network jumped seven places to hit the #3 position in the Android power ranking. In fact, AppLovin climbed no less than 11 spots across three regions (Asia, Europe and Latin America), while on iOS, it went up one spot to reach 2nd place in the power rankings.
To what do you attribute your mobile advertising/app install advertising success, especially in gaming?
Over the past year we’ve focused on scaling our advertising partners. When they share first-party data, such as search, areas within apps, purchases, etc., it creates a positive feedback loop which enables us to help them find the right customers and grow. Naturally gaming advertisers have been the first to adopt this type of partnership, but as mobile apps grow, more and more brands are looking to leverage data to also reach a high volume of installs, and we’ve seen great success there.
What differences in performance and scale do you see between Android and iOS?
Both are enormous in terms of scale, but Android devices are more prevalent in developing countries, where lower-priced models tend to be more popular. Both platforms perform well for our advertisers, and if advertisers are smart about targeting, they can achieve scale and great return on spend no matter where they buy.
You gained 11 spots on Android in APAC, LATAM and Europe. Can you tell us about your efforts in these regions? Which countries do you see the best performance?
We’re focused on scaling globally rather than on one particular region or country. Back when we we started in 2011, we were focused on building a great product and scaling it mostly in North America. But over time we’ve put more and more resources into growing our global footprint to the point where we are now, with access to 2 billion devices worldwide.
We focused on the product (2/3 of our company is engineers and product). We didn’t make our first business share until a year or so in. Then, as we perfected a product that met the market need, we started gaining customers through word of mouth, and finally we scaled our business. So, in a nutshell – the key for us was to build a very strong foundation and then scale it.
What can you tell us about your app install ad products and how they evolved? Which tools are your clients finding most successful? What’s on your roadmap in this area?
As a business we are focused on global scale. In terms of products, little has changed since we started, except that we’ve transitioned from measuring success against installs to measuring it against post-install events. Our ad formats started as banners and interstitials, then grew to add video and native. More recently we’ve added playable ads. As the ecosystem evolved we’ve seen video ads grow significantly.
How do you see the mobile advertising ecosystem evolving in the next 1-2 years as far as the media POV?
I anticipate that the trend of transitioning from blanket CPM buying to performance-based buying at scale will only continue. There isn’t a brand in the world that doesn’t care about back-end metrics, and mobile is the most measurable ecosystem ever created. Over time, all advertisers will migrate to mobile because that’s where their consumers are and they’ll want to see exactly what generates results in terms of quality and scale.