The work of the mobile marketer increasingly acquires the features of related professions. Without a decent tool and analyst skills, it is more difficult to make the right conclusion about an advertising campaign and strategically plan further steps. Automation of some of the duties of mobile marketers is the second important market trend, gaining momentum. The third, seemingly eternal, struggle with frod. The fourth is the transparency of advertisers and mobile analytics platforms. All these topics we invited to discuss the head of sales Adjust in Russia and Eastern Europe, Leonid Yeletsky.
— What can you tell us about the current state of the Russian mobile market?
— I would say that nothing changes for the recent decades — the regional market is still highly emerging, with some local ‘explosions’ where we see new unicorns and new highly ranked companies – in all the business verticals from Social, Tools, Entertainment to E-commerce and Trading. With that growth of the market – marketing professionals became more sophisticated on how to use tools and utilities for measurement of the product analytics, marketing performance and prevent any manipulations from the fraudsters.
— How is Adjust positioned in the Russian Market?
— A part of our main business vertical, such as E-commerce, where the stakes are much higher as that type of business is build on real things and risk on the operations of the company and its marketing is higher (advertizers has much advanced BI and predictions models based on in-app and background operations) – so they need more pure data to collect and use on everydays basis — we helping more and more gaming companies in the region to build strong data systems then they have used before as simple solutions with data limitations is no longer in trend.
— I know you guys have been doing a lot about Ad Fraud – is this really as big of a problem as you say?
— The issue of performance ad fraud is one of the biggest challenges that the mobile ecosystem is facing right now. This year alone, advertisers will lose $19 billion in ad budgets that were ripped off. That’s the equivalent to $51 million dollars per day, according to Juniper Research. For mobile ad fraud it’s going to be 4.9 billion USD, with fraud rates almost doubling since last year.
However, the harm of it isn’t as obvious at first sight, especially if the advertising budget is modest. Fraudsters are incredibly sophisticated, they fake engagements for days if not weeks at a time, duping the advertiser into thinking they’ve bought a really great user. Worse is when they’ve really just stolen your organic users – a type of user you’d never have to pay for – here an advertiser will probably continue to invest money trying to get more of the same, without realizing they’re just buying something that would normally be free.
In the end, publishers make more money, advertisers see less value or they see a value that has been faked, and the networks themselves get hurt and could lose credibility and ad revenue.
Since launching our Fraud Prevention products we’ve actively blocked more than $200m worth of ad fraud – something no other product or company out there can lay claim to – we know that most are just detecting fraud after it has already happened. Preventing fraud gives power back to the advertisers and also to the ad networks as they’re able to kick out the bad publishers who were facilitating the behavior. Beyond just helping our clients prevent fraud, we’ve seen great success for companies like MyTona who managed to achieve 100% accuracy with in-app purchase validation.
— What would be one of the biggest game changers in the mobile industry from Adjust’s perspective?
— Well, this year we’ve released uninstall and reinstall tracking. This is important because it is the only solution that allows mobile marketers to track the user’s full life cycle. If you’re running re-engagement campaigns of any kind (and for most verticals, you should be – retargeted users stick around longer and generate 37% more revenue events than new users), you need to care about uninstall and reinstall data. Access to uninstall and reinstall data helps marketers determine app cyclicality.
For example, let’s say you’re a marketer for a travel app and you want to run a video ad campaign about your new speedy check-in feature. You want to track how many users trigger the new feature, as well as their subsequent retention.
You know that 90% of your users will uninstall your app after they check into their flight (this is a common pattern for many travel apps). But those same users are likely to reinstall the app the next time they fly. In this case, if your team ignores uninstalls and reinstalls, the campaign will show a high conversion rate with low retention, which is neither the whole story nor the most important takeaway of the campaign.
With Adjust, it is now possible to confirm that a reinstall took place. Most attribution providers do not track reinstalls. Instead, a reinstall might appear as a session or an attribution, both of which are misleading. When a reinstall is mislabeled, it can be difficult to really understand user quality. Having reinstall data allows you to retarget or re-engage your users based on in-depth user behavior.
— You’re in quite a unique position, working with so many apps across the globe, where do you see mobile heading in the next year?
— I believe marketers will start to get more and more sophisticated with automation and with data being more readily and easily available. However, with increased engagement comes the risk of over sharing sensitive information and cannibalising your own user base.
We’ve thought about this a lot at Adjust, which is why we built our Audience Builder tool. We like to think of it as an in-house data management platform backfilled with all the data a mobile marketer might be tracking with Adjust.
With data being the new gold, not everyone is comfortable sharing their secrets with every third party out there. We also wanted to give advertisers direct access to segment their data in the way that made the most sense to them – giving them control over their marketing strategy but also how and when they share this data with their partners like agencies and networks. Audience Builder unlocked new opportunities to retarget at different stages of the user funnel, to combine mobile data with online data, and also AB test different marketing ideas.
For us, the future of mobile is one where advertisers have complete transparency from day 1. This is a world where advertisers can track every single data point that is important and tie this to their other channels, all with data that isn’t corrupted with fraud or their budget being spent on legitimate engagements without faulty targeting, where they have the power to decide when and how their users are engaged, and the insight to continue to make the best decisions possible for their business to scale.
At Adjust, our mission has always been to build products that create more transparency and added value for advertisers, they will always comes first, and that is something that will never change.