Keeping ad experience in sync with app experience is important: Anuj Kumar, Affle
Affle, is an architect of the end-to-end MAAS platform that serves the needs of leading commerce marketplaces, app developers, marketers and publishers globally.
Having worked with large companies in the areas of marketing, advertising and technology Anuj Kumar, Co-founder and MD at Affle started this new venture in 2006, with an aim to tap the vast opportunities in the digital ad platforms business.
In an interview with exchange4media, he tells us how consumers are gradually shifting to a mobile-first world in terms of content consumption and how brands are adapting to mobile strategies over conventional, PC-based or TV-based ad strategies.
How has Affle's native mobile app development been embraced by businesses?
We see a growing trend among most organizations embracing a mobile app strategy. This overall industry level trend is helping propel our business also. We thus are seeing both top brands and young start-ups leverage our App Development platform and services to become mobile ready.
Tell us about your Audience Intelligent Cloud. Does it use Big Data analysis to deliver raw stats to enterprises?
The Audience Intelligence Cloud is the nerve center of Affle’s MAAS platform. Our platform is built in such a way that it derives intelligence, basis both ad response and actual transaction behavior. This data thus makes ad campaigns delivered through Affle much more targeted, which in turn leads to greater ROI for our advertisers.
What are the prime steps to be kept in mind for monetising content delivered via apps?
To effectively plan ad monetization on apps, the most important thing is to note how users engage with the particular app. Advertising is most effective when it is blended with the content experience vs. it being intrusive. Thus the advertising integration in a game needs to be very different from say advertising on a content app.
With the massive boom in digital media ads, numerous businesses’ now look to put in-app ads as a major impression creator. How do you maintain that, along with seamless UX?
Keeping the ad experience in sync with the app experience is most important. Even for us we have seen the highest ROI being delivered for native ad experiences or more engaging ad units like Rich Media & Video. We thus see a very fast growing trend towards these kinds of ad units vs. the traditional forms of banner advertising.
Can you share some examples of optimisations that you do to make ads and branding more efficient within an app?
We are doing two types of optimisations to make in-app advertising work better (a) Audience Optimisation which is driven by user level analytics, attribution analytics and lookalike audience modeling (b) Creative Optimisation which happens from innovations on ad units and ad experiences.
While the first level of optimisation helps us reach the most relevant user, the second one helps us deliver an experience, which is more engaging and impactful. Thus both together help us to deliver greater efficiency for in-app advertising.
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