Now that most of us are officially mobile-first internet users, how is the mobile advertising industry responding? According to eMarketer, in 2018 68% of digital media time was spent on mobile, 4% up from the previous year, largely driven by smartphone app usage (consumers spend 90% of their time on smartphones in apps, according to eMarketer’). It’s no surprise then that mobile advertising spend has soared. The latest figures from IAB US show that in 2019, mobile ad spend grew by 38% (from the previous year) to reach a whopping $100 billion.
Mobile advertising can include anything from video ads and mobile website display to in-app ads. The very nature of mobile (as a personal device) calls for a personalised approach with precisely targeted advertising campaigns for the best return on investment. And, a number of mobile advertising companies have emerged to support this trend.
According to 2016 IAB UK study, 66% of marketers believe location-based advertising is the most exciting mobile opportunity. Advertisers can now personalise their messages to people, in real time, based on their current location. This is why in-app advertising works so well.
For advertisers looking to re-engage current users of their app, the development of deep-linking means ads can bring users straight to the relevant content within an app. Meanwhile, marketers are also finding efficiency in mobile programmatic buying and mobile marketing automation services offering advanced targeting features.
Key mobile advertising categories:
- Demand side platforms (DSPs)
- Mobile ad servers and supply side platforms (SSPs)
- App install platforms
- Mobile advertising analytics and attribution
- Mobile marketing automation
- Mobile Advertising Agencies
Demand Side Platforms (DSPs)
Mobile demand side platforms (DSPs) help streamline your ad buying process by giving you access to a range of publishers through a single platform. Not only that, DSPs can place bids in real-time based on your goals, and sophisticated targeting features mean you can reach your ideal audience and improve your ROI.
AdColony is a mobile advertising platform with a reach of more than 1.5 billion users globally, acquired by Opera in 2016. The company was founded in 2011 by Jonathan Zweig and Octavio Herrera. Known for its unparalleled 3rd party verified viewability rates, exclusive Instant-Play™ and Aurora™ HD video technologies, rich media formats, global performance advertising business and programmatic marketplace, and extensive SDK footprint in the Top 1,000 apps worldwide.
Headway – is one of the leading data-driven growth marketing company servicing mobile apps, brands, and ad-tech companies worldwide. Its platform is capable to deliver both scale and quality of mobile users for an app. This combination is possible thanks to the company’s best in class marketing support team and sophisticated software. Based on each client goals, Headway team sets specific KPIs, define ideal pace for an ad campaign and sets reasonable expectations.
Appnext – is one of the leading discovery platforms that recommends users with the apps and services they need throughout their daily mobile journey via multiple touchpoints, helping users discover the most relevant apps they need specifically when they intend to use them. Appnext enables app marketers to get their apps discovered, used and re-used, providing a unique targeted ad experience that powers over one billion app recommendations every day.
Bidease is a fully transparent DSP for mobile marketers. It helps some of the top brands and developers achieve their performance advertising goals. Using a combination of proprietary programmatic advertising technology, Machine Learning, and first-party data, Bidease optimizes campaigns across all major mobile formats for desired post-install behaviors at no risk to its clients’ bottom line.
MediaMath a digital marketing technology company founded in New York in 2007. Back in 2007 it was the first company that introduced DSP solution in the market. MediaMath omnichannel DSP allows marketers to manage ad campaigns across multiple channels – mobile, display, social, video, audio and native. The company won AdExchanger Awards in 2019 for Best Account Support and Best Educational Program or Tool.
MediaMath website screenshot
Kwanko Mobile is a demand-side platform by Kwanko, the leading European cross-device advertising network. It provides mobile advertisers with an access to the key ad networks, it’s capable to deliver more than 5 billion impressions monthly. Kwanko connects advertisers with more than 150,ooo direct publishers, its mobile DSP connected to more than 90 SSPs.
Appreciate is a smart mobile DSP focused on an in-app advertising, founded in Israel in 2013. It provides self-served transparent DSP solution to media buyers to target, run and optimize in-app mobile campaigns in the real-time bidding environment. The demand-side platform provides access to thousands of curated and premium mobile apps to run ad campaigns in.
Bucksense is the programmatic platform for digital marketers, launched in 2012 in Madrid, Spain. The company’s DSP solution operates across five channels – Display, Native, Video, Mobile and Desktop. With Bucksense, marketers ad campaigns data is collected and analyzed every hour, as well as a bidding strategy is being automatically updated.
AppLift – is a mobile user growth expert that powers brands and businesses to connect with and activate customers with its unique full-funnel approach. Applift’s managed service platform combines access to the world’s largest data platforms, ad exchanges, publishers, and mobile attribution partners. Combined with its proprietary campaign optimization algorithms it delivers unparalleled results for advertisers across the globe.
Mobusi – a part of Fibonad group, is a Technology Media Company with a mobile-first and performance mindset empowering both advertisers and publishers to reach and exceed their high demanding targets. With Mobusi, advertiser obtain 5+ million leads per month worldwide. Mobusi maximizes revenue obtained by its media partners thanks to its global coverage and optimization algorithms. The platform features in the house technology lab, own DSP platform, advanced antifraud system, monetization Solutions, exclusive offers and premium traffic.
Smaato – the leading global real-time advertising platform for mobile publishers and app developers. There are 3 features that set this company aside of the rest – global reach, extensive demand and higher revenue. Plug into Smaato’s real-time bidding ad exchange and you can access inventory from over 90,000 publishers and over 450 demand partners worldwide.
Smarty Ads is a full-stack programmatic company, provides complex RTB advertising solutions. SmartyAds DSP combines programmatic buying, campaign management and optimization to run campaigns across multiple channels – Display, Video, Native and Mobile.
Centro is a media management software company, founded in 2001 in Chicago, US. Centro offers advertisers Basis, award-winning, multi-channel DSP for both advertisers and publishers, as a solution or a white label software. In 2016 the company got the IAB Sales Excellence Award.
Centro website screenshot
Targetoo is a programmatic mobile advertising company, with offices in Amsterdam and Barcelona, founded in 2012. Its self-serve mobile DSP solution serves advertisers from more than 120 countries, it provides access to 34 adexchanges, sophisticated targeting features and effective fraud control.
Liftoff – one of the leading mobile app marketing and retargeting platform for running true CPA-optimized mobile app install campaigns. With a database of over 3 billion mobile profiles, Machine Learning systems, and advanced predictive intelligence, Liftoff enables marketers to programmatically target mobile users most likely to engage with specific apps.
Adikteev – The leading French mobile marketing platform that helps brands to find their customers on a worldwide scale via in-house produced creative rich media ads. It also helps brands re-engage with their customers base via re-targeting and increase their LTV.
PocketMath – The world’s largest and fastest self-serve mobile advertising platform for programmatic buying. It offers advanced targeting features and has a growing presence in China and Japan.
Jampp – is the growth platform of choice for on-demand apps worldwide. Jampp unlocks programmatic advertising to drive incremental performance. A demand-side platform (DSP) at heart, Jampp leverages unique contextual and behavioral signals to deliver customers and in-app purchases through programmatic user acquisition and retargeting.
Splicky – A self-serve mobile DSP platform built on real-time bidding technology to run ad campaigns across multiple “screens” – desktop, smartphone, tablet. Along with advanced targeting options, real-time analytics gives you clear insights on campaign performance. You can buy ad inventory on CPM or CPC basis.
AdGoji – a demand supply platform with a focus on in-app advertising. AdGoji’s DSP gives advertisers access to inventory from thousands of apps in over 100 countries. Advertisers optimize their campaigns for clicks (CTR), installs (CPI), acquisitions (CPA), and retargeting.
Adelphic – A mobile and cross-device DSP. Their self-serve platform includes advanced campaign management tools and Adelphic’s technology can anonymously identify users behind the devices for better targeting. The company offers advertisers innovative subscription model for pricing that allows them to save on big volumes of traffic.
Mobile Ad Servers and SSPs
Mobile ad servers and supply side platforms (SSPs) allow multiple ad networks to compete for a publisher’s inventory leading to better fill rates and maximum revenue for each impression. Real-time bidding technology also reduces the inefficiencies of working with multiple partners directly by automating the process through auction-based selling.
AdMob by Google – one of the oldest and largest CPC ad networks for mobile apps from Google. AdMob Mediation allows you to manage over 40 networks from one platform and you can cross-promote apps for free with AdMob high-performing ad formats. The platform offers advertisers actionable analytics and automated tools.
MoPub – MoPub Marketplace is the leading mobile in-app RTB exchange, the platform programmatically connects buyers to publishers around the globe. Marketers, agencies, and ATDs can access this supply through the 180+ demand-side platforms (DSPs) that work with MoPub. In its turn DPSs get access to in-app ad inventory supply on more than 1.5 billion mobile devices worldwide.
Mintegral – is an AI-driven, programmatic and interactive ad platform. It provides mobile user acquisition and monetisation solutions to worldwide brands and mobile developers. With a particular focus on the Asia-Pacific region, Mintegral offers full stack products and one-stop mobile marketing and analytics services, from supply-side to demand-side, including Advertiser Self-serve, DSP, SSP, DMP and Creative Lab.
Epom – is an all-in-one white label ad serving and management solution for advertisers, publishers and ad networks. Epom Ad Server’s real-time bidding platform provides publishers with a simply way to launch and manage advertising campaigns across mobile web and in-app platforms, and provides access to over 20 mobile specific DSP partners. The company’s UniMobile technology, for non-mobile optimized web pages, tracks visitor device models and displays ads customized to the device size.
Smaato – Free mobile ad server that connects you to over 450 demand partners around the world. Its Dynamic Demand technology gives you more control by allowing every demand source to compete for each ad request.
Stack – is an end-to-end SaaS-based solution (by the team behind Appodeal) that scales mobile app business growth and drive profit by synthesizing User Acquisition, Ad Monetization and Business Intelligence. Appodeal, its core ad mediation product, offers a publisher-centric SSP solution for mobile apps that allows ad networks, DSPs, and ad exchanges to compete for your inventory in real-time using in-app header bidding technology. It’s free for publishers and they offer immediate payout.
OpenX Mobile – a cloud-based advertising server. Its SSP allows networks and real-time buyers to bid on impressions simultaneously, boosting competition for every impression. The platform connects 900+ premium app publishers with 11,000+ advertisers and more than 135 DSPs.
ironSource – an app monetization company. It builds monetization, engagement, analytics and discovery tools for app developers, device manufacturers, mobile carriers and advertisers. The company ad server hosts a suite of solutions for app developers and advertisers for app monetization, user acquisition, brand awareness, engagement and ad mediation.
Fyber – Their SSP provides a unified auction across their Ad Server, Exchange and Mediation. Fyber Open Mediation allows publishers to work directly with quality ad network partners. Fyber serves more than 150 million unique users per month, it works with thousands of the world’s leading developers, publishers and advertisers.
Mobvista is a global mobile content distribution platform specialising in mobile advertising and game publishing. Founded in 2013, China-based Mobvista has helped many mobile games achieve significant success in Southeast Asia. In March 2016, Mobvista acquired NativeX, who specializes in innovative native ad technology for mobile games and apps. NativeX’s robust native advertising platform includes Lightning Play video, offer walls, interstitials and other rich media ad formats.
Clickky is a full-stack platform for mobile advertisers and publishers. The company was founded in 2010. Clickky operates globally and now runs offices in 5 countries: the USA, China, India, Russia and Ukraine. Clickky offers both performance and programmatic solutions, among which are its own supply-side platform (SSP) and RTB Marketplace.
Propeller Ads – Propeller Ad’s mediation solution combines campaigns from thousands of ad networks and direct advertisers to reach a global mobile audience and optimize revenue for publisher inventory. The platform’s automatic optimization takes charge of campaign selection and performance tweaks to ensure the highest revenue. Supported ad formats include banner, onclick ads, direct links, dialog ads, mobile interstitial and video.
Propeller Ads Mobile Interstitial Ads.
App Install Platforms
Mobile app advertising sector is based on using several bidding models. The most popular models are CPM (Cost-Per-Mile, CPC (Cost-Per-Click), CPI (Cost-Per-Install), and CPA (Cost-Per-Action). CPI and CPA are performance-based as you only pay when a user installs your app or takes a specific action inside your app. Here’s a roundup of networks and platforms delivering app installs.
AdColony – is one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion users and with over 20 offices worldwide. The company is known for its best in class 3rd party verified viewability rates, exclusive Instant-Play™ and Aurora™ HD video technologies, rich media formats, global performance advertising business and programmatic marketplace, and extensive SDK footprint in the Top 1,000 apps worldwide.
Leadbolt – is a high performance mobile advertising platform that is focused on user acquisition and in-app monetization. Powered by direct relationships and dynamic ad-serving technologies, Leadbolt allows mobile advertisers to reach and acquire quality users at scale. Leadbolt’s AI and Machine Learning based algorithms assist advertisers with advanced targeting that captivates best-fit audiences to achieve deeper user engagement with maximum ROI. Includes a network of over 65,000 premium apps across 165 countries. Also offer a Direct Deals marketplace.
Adperio – is a mobile advertising company that helps app marketers to drive mobile app installs with high levels of engagement and retention, while protecting ad spend through proprietary fraud prevention technology. On top of driving installs, Adperio team aligns quality and scale in order to leverage data to deliver their clients targeted users that continue to engage. Adperio provides developers, brands and top agencies with unmatched expertise in mobile app marketing.
The Cactus Road – is an acquisition platform for mobile apps that utilizes in-house developed tech to deliver audiences that convert. Through data mining and analysis its team maximizes conversions and mobile user engagement. With its proprietary SDK, The Cactus Road provides direct and exclusive traffic sources to grow quality mobile app audiences on a global scale.
MobAir – is one of the leading mobile advertising technology companies. It provides a complete package of mobile app user acquisition services. Using this platform, you can generate a burst of installs to quickly boost your app’s ranking or launch a long multi-stage campaign to maintain a stable influx of users with high lifetime value.
WebEye – is one of the largest publishing companies in Asia that provides comprehensive advertising solutions for mobile games or apps. It’s built a premiere live data platform, Taurus, to target 1 billion+ people in 200+ countries, and leverage AI tech to help partners, especially game developers, reach their ideal customers effectively.
Smadex – is an all-in-one programmatic DSP built for the performance marketer. Designed to maximize mobile customer acquisition, Smadex integrates the best in-app ad exchanges, mobile ad serving capabilities, targeting, bidding algorithms, and reporting, into one intuitive platform.
Appness – is a creative & media buying lab for mobile advertising that provides marketers with access to the human cloud: freelance ad designers and in-house advertising professionals powered by the platform’s intelligent ad optimization algorithms. Using its platform, app marketers can drive app installs via Facebook, Google, Instagram and Snapchat from a single dashboard.
AppLovin – app marketing platform that offers mobile game developers a suite of solutions to acquire users. It uses data-driven insights to identify quality users at massive scale, reach them with targeted ads and measure results in real-time using ROI-based analytics. AppLovin’s support team is available 24/7.
Google Universal App Campaign – For Android app installs. The ad composing tool generates ads using your app store page assets and then matches your ads to the most relevant inventory.
Snapchat Ads is a mobile advertising platform for businesses from Snap Inc. Because of the company’s unique positioning as the most popular social media app among Millennials, it provides the best platform for companies to reach this population segment. Snapchat offers 3 ad formats for advertisers – Snap Ads (full-screen ads), Filters (location-based ads) and Lenses (allows businesses to advertise their products with Augmented Reality objects). The App Install full-screen ad format allows app marketers to generate app downloads when mobile users swap+tap the ad, without leaving the Snapchat app
Facebook App Install Ads – Gives you access to its extensive user profile database, drawn from its billions of users. Sophisticated targeting features allow you to deliver ads to users based on interests and online behaviour patterns.
Twitter Ads is an advertising platform by Twitter Inc. With this solution, app marketers can generate app installs on Twitter, using its sophisticated targeting capabilities that allow marketers to target an ad for a specific location, OS, mobile carrier, users of a particular age and gender and with particular interests. On par with Facebook solution, Twitter ads has re-targeting capability to reach out Twitter users who have previously installed certain apps or visited particular websites.
Appnext – is one of the leading discovery platforms that recommends users with the apps and services they need throughout their daily mobile journey via multiple touchpoints. Advertisers can get discovered by high-intent users via in-app and on-device placements, in some cases over 15 times a day. Appnext powers over 1 billion app recommendations every day utilizing our ‘Timeline’ technology that leverages location, historical and behavioral patterns to understand the unique context of a user and predict the type of app he is likely to be using next.
Startapp is a mobile advertising technology company. The Startapp’s solution to generate app installs allows marketers to take full advantage of programmatic targeting, which is based on a combination of data and unique creative options. Among the most sophisticated targeting options the Startapp platform for advertisers provide are targeting ad campaign to users who have already installed specific types of apps, mobile carrier targeting, mobile OS type and version targeting, as well as device types (smartphone / tablet) targeting. The platform supports four ad formats – Large Banner, Small Banner, App Wall and Full Page.
ChartBoost – is one of the leading in-app monetization and programmatic advertising platforms. It drives high-quality installs at scale with advanced targeting and with Flexbid – the self-service tool offering one of the most robust bid amplifiers in the market. Its platform reaches 900+ million unique users every month across more than 300,000 mobile apps, Chartboost works with 90% of the top grossing iOS and Android app developers.
Instal is a mobile user acquisition company. The Instal app downloads driving platform is focused on CPI model only, it features worldwide non-incentive traffic sources, easy integration, performance optimization and real-time reporting. The platform provides users with in-house developed tracking§ SDK, as well as support of the industry-standard tracking solutions such as Mobile App Tracking, TUNE, Adjust.io, Appsflyer, Ad-X, Kochava, AppSalar, Party Tracking.
Minimob – the performance-based CPI-bidding platform that allows advertisers and agencies to monitor results in real time and compare acquisition results against pre-defined KPIs. With Minimob app marketers can not only acquire new app users but identify key post-install events, measure, analyze and structure their campaign for optimal monetization across channels and segments of users.
Digital Turbine – a mobile app advertising company that provides products and solutions for OEMs, mobile operators, mobile app developers, as well as mobile publishers. To this day its app advertising platform delivered over 1 billion mobile app installs. Digital Turbine team has established healthy partnerships with 70% of the top Android apps on the Google Play market. It provides global reach across 150 million mobile devices in 190+ countries.
Iconpeak is a mobile app marketing company, part of the OlaMobile. Its platform features a data-driven approach to identify the most relevant users for an app, as well as AI-powered solution to optimize mobile app users acquisition campaigns. Iconpeak platform analyzes campaign performance in real time and optimizes the traffic delivery, focusing on the best performing sources and audiences.
Mobvista – is a mobile marketing platform that delivers premium traffic at a massive scale through extensive operation of diverse traffic and proprietary anti-fraud technology. Mobvista takes full advantage of using big data, its AI model applies tags to each device to which the platform has access. Currently, it’s capable to apply over 700 types of tags in over 39 categories.
Taptica – a mobile user acquisition platform that offers ad solutions for brands and app developers that are powered by a proprietary technology based on AI and Machine Learning. It gives them an access to reach over 200 million mobile users via the network of trusted publishers.
Motive Interactive – a global app marketing company, it offers custom marketing solutions to help app developers, brands and agencies with the right tools and expertise to acquire loyal app users. The world’s leading mobile app companies – including LetGo, StubHub and Zynga – rely on Motive’s powerful combination of data science, leading technology, talent and grit to turn app users into lifelong customers.
Edge226 – is a performance-driven mobile app user acquisition and monetization company. To launch highly targeted ad campaigns and acquire paying users for finance, eCommerce, travel, entertainment apps and games, the company uses its know-how, exclusively owned and operated sites, big data and in-house creative lab.
ironSource – an app monetization company. Using predictive algorithms, it helps app developers to connect their apps with loyal users that are likely to stay paid users for an extended period of time.
Propeller Ads – display and mobile advertising network. It helps app marketers to acquire users via Push Notifications, OnClick ads, Native ads and Native Interstitials advertising formats. The platform features ad optimization automation and fraud prevention.
InMobi – is a unified marketing cloud company. Among many tools, for mobile growth in particular it offers programmatic buying platform that features predictive ROI optimization, sophisticated targeting and advanced fraud prevention.
Tapjoy – is an in-app advertising company. Its advertising platform collects data on mobile user behaviors video ads completion rate, overall ad engagement, in-app purchases and long term retention. All this information allows Tapjoy connect app marketers apps with loyal users and save on users that aren’t likely to become loyal ones.
Tapjoy website screenshot
Mobile Ad Analytics and Attribution
Mobile Advertising analytics help marketers understand the effectiveness of their campaigns and better target their ads in the future. Mobile ad analytics and tracking platforms identify how campaigns are performing against each traffic source and different types of creative. Some services combine analytics with buying platforms and DSPs, while others provide a suite of analytics tools or specialize in one sector such as games.
App Annie is the app analytics and app data industry leading company. The advertising analytics solution from App Annie allows you to determine where your marketing budget is bringing in a good return on investment and where it isn’t. Examine revenues, conversion and click-through rates by campaign, vertical, ad platform, demographic data and much more.
Appsflyer – is the global leader in mobile attribution and advertising analytics. It’s one of the most trusted independent measurement solutions that data-driven app marketers rely on. AppsFlyer’s platform processes billions of mobile actions every day, empowering marketers and developers to maximize the return on their marketing investments.
Adjust – is a mobile measurement company. Its mobile app attribution solution helps app marketers to track all of marketing channels and aggregate conversion data for in-depth analysis, whether via click or impression. With Adjust, marketers can know for sure which ads delivered which users, right down to the campaign creatives users see. As well as identify the exact source for a traffic, such as TV, organic, mobile web or in-app ads. Give your users a smooth download experience before sending them directly into your app. It provides metrics data on the hourly basis, revealing the most granular trends for user downloads.
Appsumer – is a user acquisition management software for UA teams to acquire apps users at scale. As well as to aggregate, analyze and optimize their channels effortlessly in one place. The AppSumer team helps app marketers to remove inefficiencies, to make better optimizations, and ultimately to grow faster.
We aggregate cost data from most media partners, unifying it with attribution data from providers like Adjust, Appsflyer, Branch and Kochava, as well as with client’s internal data like predictive LTV. Perfect ROI insights are then available to analyse and optimise directly from our platform.
Leanplum – is a mobile analytics company. It provides 360-degree of of all outcomes of ad campaigns for mobile marketers. For each ad campaign it measures such KPIs as conversions, purchases, session time, or retention.
Singular – is a marketing intelligence platform that consists of three products – Intelligent Insights, Automation and Unified Marketing Data. Its Intelligent Insights analytical product features of ROI insights, creative insights visualization, tailored analytics, custom dimensions, custom metrics and events, as well as ad fraud prevention tool.
Hubscale – is a performance marketing software company. It provides a single dashboard to create, manage and scale advertising campaigns via multiple channels. The platform automates all stages of advertising, from launch to billing, as well as provides tools to fight ad fraud.
Tenjin – is an aggregation, mobile attribution and analytics company. The company’s value proposition for app marketers is providing an infrastructure to acquire mobile users that bring profit. Tenjin marketing dashboard provides several key tools to drive mobile app profitability – an aggregated data on attribution and performance for multiple ad campaigns running via different channels, Facebook Lookalike audience management in scale, keyword campaign analysis and search keyword analysis.
Affise – is a performance marketing software company. It is a SaaS platform for advertisers, agencies, and networks to manage, track, analyze and optimize their online advertising campaigns in real-time. Created for affiliate marketers by affiliate marketers the platform allows you to create, kickstart and run your affiliate network in the most efficient way, as well as to automate routine work.
Branch – a deep linking, attribution and mobile marketing platform. The feature that sets this company apart from the rest is People-Based Attribution. In the heart of which is Branch Personas – global identity network, based on merging cookies on the web with IDFAs and GAIDs inside apps. These cross-platform personas are reliable, permanent, and do not require fingerprints. People-Based Attribution from Branch helps your bottom line by providing sophisticated customer insights and unified, cross-channel visibility.
Mobile Marketing Automation
Mobile marketing automation platforms gather mobile-specific data, often in real-time, to target the right audience with a message about mobile app or product in general. Marketing automation makes communicating with your customers across mobile channels (e.g. in-app messaging, push notification, and SMS) more efficient.
Braze – is a customer engagement platform. It offers multiples solutions to automate marketing processes. Such as sending personalized messages across multiple channels, creating cross-channel ad campaigns, streaming ad engagement data to multiple partners in real-time and more. It offers four plans – Growth, Advanced, Pro and Enterprise that encapsulate these services.
Urban Airship – is a customer engagement platform. Its solutions for marketers are divided between three buckets – Acquire, Retain, Grow. With these buckets, Urban Airship team helps customers to on-board new users, keep their loyalty, prevent churn, win back people that are left, launch re-targeting campaigns and upset or cross-sell.
Swrve – is a mobile marketing automation and engagement platform. Its tool suites developed for marketers, sales, product & development, customer service & support, IT and digital transformation initiatives. The suites consist of solutions for push & sms messaging, in-app messaging, email & web push notifications, OTT messaging, analytics & reporting and more.
Swrve website screenshot
Mobile Advertising Agencies
On the landscape of digital advertising agencies have a special place. Teams of dedicated marketing professionals do their best to find the right angel to connect a product or service with people who really need it. As the world economy continues to growth and so the markets, this task becomes progressively more complicated. Today mobile is the king of all marketing channels and hence the major focus of all marketing agencies. To convey a message really well mobile marketing teams use video, Augmented and Virtual Realities tech. As well as Machine Learning algorithms to analyze big data about potential users to get insights for how well do they fit for a specific product or service. In this section we’re putting together a selection of top mobile marketing agencies that get it right.
Fetch – a global mobile-first digital performance marketing agency, launched in London, UK in 2009. With offices in London, San Francisco, Los Angeles, New York, Singapore and Tokyo, Fetch team specializes in mobile marketing strategy, mobile creative, mobile media planning & buying, mobile tracking & reporting, app promotion, app design & development, mobile strategy, desktop display, digital creative, mobile video, programmatic, SEO, and PPC.
Fetch website screenshot
Yodel Mobile, founded by current CEO Mick Rigby, is a full-service global mobile marketing agency. Their team of mobile and app experts have helped businesses achieve mobile marketing success since 2007.
They work with clients from single territory start-ups to established, multi-territory, international brands such as mytaxi, NBCUniversal, UKTV, Bauer Media, Fujifilm, The Economist, Teletext Holidays and Gymshark.
Yodel Mobile’s Fit to Market program, which is unique in the sector, offers a blend of optimizations that drive organic discoverability and improve retention of the most valuable users through activities across ASO, mCRM, Searchability, Analytics and more.
Fluent – is a New York-based user acquisition agency that works with both established and growing brands. With a team of 50+ digital marketing professionals it helps brands with opt-in email marketing, direct email marketing, leveraging 190 million opted-in and anonymized mobile users for their marketing needs, mobile users acquisition, subscription marketing, lead generation and inbound call marketing.
Fanbytes – is a London-based mobile advertising agency that helps brands to connect with their customers via Snapchat, Instagram and TikTok. The agency has unique expertise and understanding of how actually convey brands messages to audiences that use these social media platforms heavily.
Moburst is a full service, global mobile success company that helps companies grow their mobile business. It helps brands and growing startups to build their mobile business right. Moburst team has expertise in mobile strategy consulting, product development, ad creative development, ASO and media buying.
Moburst website screenshot
WeQ – is a mobile advertising agency with headquarters in Berlin, Germany and San Francisco, US. Its team of 50+ marketing professionals offers the suite of mobile marketing solutions that is divided between 4 major vectors – Perform, Boost, Shield and Influencers. The Perform component is dedicated to mobile ad campaigns management, growth and optimization. The Boost one is about delivering mobile app visibility increase on the app stores via driving a great number of app installs to help the app to clime app charts. The Shield component is about using AI-powered algorithms to protect mobile ad campaigns from fraud. The Influencers component is dedicated to applying Influencer Marketing to amplify mobile advertising campaigns.
The future of mobile advertising
Today mobile advertising industry provides lots of opportunities to multiple parties – advertisers from many industries who are seeking to reach new customers via mobile, publishers who need to generate revenue with ads and mobile is the name of the game for them too. A great deal of companies emerged in the intersection of the two major parties of the mobile advertising equation – advertisers and publishers, these companies handle ad mediation, analytics, ads hosting and more.
But as with any complex system, it faces many problems and they are hard to solve. As of now, and most likely in the future, two major problems will set the tone of what is possible to achieve – fraud and advertising fatigue. Last year global digital advertising spending reached $283 billion, with that amount of money on the table lots of bad actors are doing their best to cut off some to themselves, using sophisticated fraud schemes. Last year ad fraud cost the industry $19 billions and, given the state of services that detect and prevent such fraud, this number will continue to growth this year and in the future.
The other big issue that mobile advertising industry professionals need to resolve is – an ad fatigue. Every time our attention is being drawn to a particular digital ad, it distracts us from what we’ve been busy with. If an ad presents something that is actually useful for a person – it’s great but in the majority of cases it is not. It’s a small wonder that people instal ad blockers on both desktop and mobile, they don’t want to be sucked into information that is irrelevant to them. Mobile ads are oughta to be relevant and on scale, otherwise ad fatigue will continue to be the issue and mobile advertising industry will stop growing and begin to decline.