Scalarr’s thoughts and key takeaways from the App Growth Summit SF 2018
The last two weeks were filled up for Scalarr with a few big conferences we were taking part in: White Nights in Moscow, Gamesforum in Seattle and App Growth Summit in San Francisco. In this post, we have shared our impressions from the latest App Growth Summit.
This year App Growth Summits were held in New York, Berlin, and San Francisco. The main feature of this conference is a strong focus on mobile apps and games industry with Invite-Only attendance. Such a format made possible to gather together exactly mobile industry professionals with their expertise, reports, and insights. Below are some takeaways from App Growth Summit SF 2018:
- It’s high time to rethink programmatic advertising again. For the period of the last 5 years, mobile programmatic advertising and data intelligence made a huge step ahead and predicted to reach $32.78 billion, or 70.4% of all programmatic digital display outlays in the US alone at the end of 2018. In 2019, around 80% of programmatic ad spend will go to mobile ads. However, with the growing acceptance of automation’s role in the sales process, mobile marketers still have to tackle the challenge of targeting the right audiences during the programmatic advertising campaign, especially considering the growing app-install ad fraud issue.
- SMM goes far beyond the running Facebook ads. Of course, it’s not a secret for the big part of mobile marketers, however, 62% of marketing managers consider Facebook as their most important social media channel, according to the last year’s Social Media Marketing Industry Report. But now becomes more and more difficult to ignore such platforms as Instagram (which is great for targeting young audience since 70% of Instagram users are younger than 35), Linkedin (60% of LinkedIn traffic came from mobile devices in 2017), Snapchat (one of the best platforms to target young audience, especially, in North America), Pinterest (80% of users use the mobile app with a significant predominance of female users on the platform) and many others with all their advertising options available to mobile marketers.
- The importance of turning on the inactive users. The bunch of topics from ad retargeting to leveraging marketing automation tools was actively discussed at the conference. The successful retargeting is always a matter of great importance since the majority of US users download zero apps per month. And considering the fact that out of 80 apps that the average user has on their phone, only 40 of apps are actually used, marketers that are not taking an advantage of all available retargeting tools, losing a big part of their user base. Retargeting tools might be especially helpful for eCommerce app marketers to bring users back to the product they searched for, and eventually drive purchases since the average shopping cart abandonment rate is about 70%. By reminding users of the product by updates, features presentations, push notifications and other techniques, retargeting helps in not only getting a customer back but also building brand awareness through exposure.
- Last-click attribution issue. With all innovations in app marketing industry, lack of visibility into data still remains one of the main challenges for app marketers. And relying on last-click attribution might be problematic because of multiple interactions or exposure to media with a brand prior to this “last” action. In many cases, these previous interactions influence the user’s decision to convert and therefore should be given at least part of the credit for the eventual conversion. This issue was actively discussed with some insights from Google, that actively working on this subject to provide more data for marketers to operate.
- The growth of app-install ad fraud. Fraud is another top problem for mobile marketers, however only a third of marketers fully realize the scale of the problem and take appropriate measures. So this issue was also broadly discussed at the conference with the focus on new advanced types of fraud, working approaches of the most sophisticated fraudsters and next steps on tackling the fraud problem. You can find out about all current types of app-install ad fraud in Scalarr’s “The Ultimate Guide to App-Install Fraud Types”.
Stay tuned as the mobile app growth landscape will continue to evolve. And we are looking forward to new marketing trends and interesting meetings on upcoming App Growth Summits.