Dmitry Bogdanov, Head of the Business Development at mobile traffic platform GoWide, talked with us about app marketing challenges, future ad trends, and the secrets of efficient acquisition campaigns. Dmitry has a strong background in user acquisition and traffic monetization, with a focus on the mobile app marketplace. Now, he is growing the GoWide team of mobile marketing experts and media buyers.
- Can you describe what GoWide does in one sentence?
GoWide helps marketers and developers promote their apps, generate leads, and improve in-app engagement in order to deliver loyal customers and high revenues to our clients.
- What are the biggest challenges in app advertising you face?
With the increasing growth of mobile usage in the past few years, there’s no longer a point to asking whether or not mobile advertising is important. It’s now a matter of how well a company can spend budgets on a winning user acquisition campaign, as well as aggregate install volume with a positive ROI.
I often notice how many companies see mobile apps as just another promotional channel for their brand. As a result, mobile experience is declining and the company doesn’t get maximum ROI from its mobile app. Besides, companies often lose thousands of leads when they neglect the importance of customer reviews in stores and ASO (app store optimization), including their app’s title, keywords, and descriptions.
These challenges are well known, and GoWide utilizes a proactive approach for effective app advertising. Our team helps manage the full cycle of app advertising, from selecting between multiple sources and test creatives, to further optimization and scaling of campaigns.
- What do you believe is GoWide’s greatest achievement?
GoWide offers both self-serve and managed services over CPI inventory, and this allows our clients to gain full control and transparency over the entire UA process. A range of ad formats is supported, including banners, interstitials, and video ads for winning user acquisition and monetization.
We made numerous changes in campaign management and compliance, including improved ad targeting and prevention of fraudulent activity. This significantly boosted our media buying capabilities. In addition, we grew our sales side twice, especially by increasing the number of direct advertisers and marketers.
That being said, I’m sure even greater achievements from GoWide are yet to come!
- As the mobile app market matures, more app developers and publishers choose CPA campaigns over CPI models. Do you agree that CPA can ensure more engaged and loyal users?
Yes, good point. The mobile advertising marketplace evolves rapidly and grows into a complicated and demanding system. Just a couple of years ago, advertisers were mostly interested in purchasing downloads and incentivized traffic. Today, they expect some degree of in-app engagement and increased retention rate. Developers are willing to pay for traffic that meets their monetization needs – such APRU metrics (average revenue per user). This is a predictable trend, and it is going to intensify in the future.
Incent traffic is still being used in burst campaigns as an efficient tool for reaching the top charts on app stores and receiving organic installs. There are also different UA strategies that mix incentive and non-incent traffic for achieving advertisers’ specific goals.
We offer a full package of traffic acquisition, from developing creative assets to our in-house media buying team with experience with in-app engagement packages.
- What app marketing trends will bring the most significant changes in the nearest future?
- Mobile advertising will come in the form of VR (virtual reality) and AR (augmented reality);
- Mobile advertising will integrate with the Internet of Things;
- More brands and companies will try to reach their potential customers through “mobile moments”, and the mobile platform will become pivotal.
- Mobile revenue will dramatically increase by 2020, while app downloads will rise on lower rate. Does this mean that market is saturated? Do you think this means it will become progressively harder for app developers to acquire and retain users?
Google Play and App Store markets are huge and continue to expand. This trend brings more revenue to app publishers. On the other hand, it facilitates competition, and app developers have to invest more into apps’ UI and UX in order to acquire more in-app engagement and higher ROI from UA campaigns.
The mobile ad market will develop simultaneously and offer new options for acquiring qualitative leads. Native ads, video, deep linking are the most efficient ad formats that allow advertisers to run a winning and cost-effective UA campaigns.
- How can advertisers make their mobile marketing campaigns more effective?
- Advertisers should define their main targets when planning UA campaigns. Instead of vague targets, such as “acquiring loyal users”, goals should be based on specific metrics and benchmarks.
- Usage of several channels and sources (in-app ads, web-to-mobile, social networks, rich targeting) will allow advertisers to diversify risk and find the best option.
- Regardless of ad channel and format, advertisers should use appealing creatives.
- They shouldn’t hesitate to hire mobile marketing experts – with their market knowledge and technologies, they will help you save time and money.
- Dmitry, you were involved into app marketing long before Facebook ad platform appeared. How has it changed mobile marketing landscape?
One of the most amazing opportunities that Facebook has brought into the mobile world is the concept of super-targeted ads. Marketers can split FB audiences into small market segments by implementing multiple targeting options. Since Facebook is a social network, it also provides a viral effect when someone likes your page and it appears in the news feed.
- What are your favorite apps?
I use Trello quite often for organizing my work plans, as well as App in the Air for business trips. My favourite mobile game is Minecraft, which both my kid and I play.