Brett Orlanski is the Senior Vice President, Product & Sales at Bango – Bango’s purchase behavior technology enables millions more users to buy the products and services they want.
Long time tech and media exec, focused now on mobile app marketing and monetization. I started my career in the marketing department at PolyGram/Universal Music and then the Warner Music Group but shifted to tech and never looked back. The past 15+ years I’ve been deeply involved in mobile app user acquisition, attribution and growth.
In your own words, what’s your role in the app business right now?
I want to help advertisers monetize their audience much more effectively by targeting likely payers online. That’s what our product does extremely well.
How did you end up working in apps?
Once I got into software and out of the music industry, I quickly got into virtual goods and in-app purchase based games. From there, I moved into growth and monetization at GrowMobile, an early platform aggregator of ad networks. Then into attribution at Tenjin, then the Facebook Marketing Partner space at Bidalgo and finally to Bango, to change the way people think about user acquisition.
What are you most excited about in apps right now?
The sizzle answer is Crypto. But I like any app that allows you to do work on your phone that previously required a computer. Things like scanning a PDF and emailing (Scannable), photo editing (Luni) or tracking shipping vessels (VesselFinder). The phone is the complete “see, do” device.
What do you like most about working in apps?
The people I engage with come from such rich and diverse backgrounds. Some are salespeople, others are financial analysts, some are engineers, and some are combinations of the three. All are super smart and motivated to build an industry that did not really exist just a few years ago.
What one thing would you change about the app industry?
Patience. Most people want and expect results within a very short window of launch. I understand where this comes from. Our data tracking and analysis is so good that we get signals within a day or two that tells us where a campaign will be ROI positive. But signals are just signals and not definitive, and early on they aren’t reliable within a reasonable interval. As a result campaigns get shut off way too soon. I don’t like to waste money either but I know for a fact we are all leaving money on the table when we pull the chord so soon.
If you weren’t working in apps what would you be doing?
Selling you wine at my corner bodega, using Bango Audiences to bring aficionados to my little emporium.
What app(s) have been most useful to you over the last year?
Scannale, Luni and Vesseltracker
Do you know someone driving change and growth in the app industry?
Nominate an app leader here.