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India has seen an 85 per cent increase in ad fraud in the past year- VP-Asia, AppsFlyer

16-March-2018
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India has seen an 85 per cent increase in ad fraud in the past year- VP-Asia, AppsFlyer

AppsFlyer, a Global marketing Technology Company based in Israel, works on mobile marketing attribution platform that helps advertisers measure the impact of their ads on various platforms. They assist companies that use multiple platforms to serve ads and track the return on investment on each platform. Most of the data-driven marketers rely on their platform for an independent measure and innovative tools to grow and protect their mobile business. In 2015, AppsFlyer inaugurated an office in Bengaluru to focus on the Indian mobility market upsurge. They are present in more than 10 countries including India.

When Ronen Mense, Vice- President- Asia, AppsFlyer, was on a short visit to India, exchange4media spoke to him on app marketing and the new trends one can witness in mobile marketing. Excerpts:

How do you see mobile marketing shaping up in India? Could you share some numbers?

Mobile has a massive share of consumer attention. According to a recently published report, 89 per cent of time spent online is on mobile vs web. Time spent in the app in Q4 2017 alone was 50 billion hours, according to AppAnnie. AppsFlyer tracked over one billion app installs, four billion app opens and more than $400 million in-app purchase revenue during the past 12 months. Given these facts, it’s evident that marketers need to be building for mobile first, if not a mobile only market, where apps are driving the highest engagement.

How do you see the state of app marketing? How has it impacted the overall mobile ecosystem?

The importance of mobile in India is significant; in fact, it has just overtaken the United States in the number of smartphone users, now being only second to China. What has been truly phenomenal is that 86 per cent of the time an individual spends online is spent in-app as opposed to the mobile web. It’s critical for marketers to think about building for mobile, the user experience being delivered and of course the constraints that come with it such as device memory and data speed.

How does AppsFlyer help advertisers measure the impact and ROI of their ads on various platforms?

Mobile is the most fragmented ecosystem to ever exist. AppsFlyer helps marketers to take the guesswork out of the equation by enabling them to attribute every transaction back to the source. This means measuring the performance of every ad and campaign back to the exact media channel, including the cost and revenue generated so that they can be optimised based on the marketers’ objectives and ultimately return on investment.

What’s your thought on Retention? Does it still remain a major pain point for app marketers?

Absolutely. Retention is probably the first and most important metric any business should be measured as this is a benchmark of future opportunity. In India, we found that approximately 6 per cent of users will be retained after 30 days, so marketers need to think about things like user experience, app size and target demographic in order to be successful. Retention can be significantly improved by diving deep into data.

What are the changing trends in SaaS mobile marketing analytics?

Unfortunately, where there is money and high growth, there will also be those who unscrupulously try to cheat marketers. Fraud has become rampant in mobile, and as such, we have developed the most comprehensive prevention and detection capabilities in order to protect marketers from the culprits in this industry. In India alone, we saw 85 per cent increase in ad fraud over the past 12 months, which include install hijacking, click flooding and device ID reset fraud.

Where do you see India in 2020 with regard to app marketing? What new can we see in the upcoming time?

Indian companies and aspiring entrepreneurs need to start dreaming bigger. We are in awe of how a 180-year-old company and AppsFlyer client, Times of India/Times Internet, made a bold and strategic decision to transform the company in 2011 from a new company to a technology company. If a company with such a storied history can adapt, young companies should be just as nimble and ambitious. With the availability of venture capital, engineering talent and native English, India is in an ideal position to capitalise on both the domestic front as well as on a global scale.

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