This summer, Bryan Buskas, our Chief Customer Officer, brought together executives from leading mobile developers Playtika, GSN Games, and Murka at Casual Connect USA 2016 for an informative panel geared toward app developers. They discussed the five most important trends app install marketers need to know right now about acquiring users and growing their apps.
Bryan was joined onstage by:
- Jeet Niyogi, Marketing Director at Playtika
- Scott Bauer, Director of User Acquisition at GSN Games
- Anton Krasnyy, CEO at Murka.
The panel covered 5 major topics affecting mobile app developers today: paid search, licensing, TV, attribution, mobile video, and one bonus topic: fraud.
When discussing paid search, most of the panelists agreed it is a good method for newcomers to promote their new apps, as app store discovery is rather coveted. The main concern here was tracking. While paid search is a positive game changer in the App Store ecosystem, it can only be meaningfully valuable if robust metrics and attribution are available.
Another valuable user acquisition tactic the panelists noted was licensing of recognizable celebrities and IPs. All three panelists have at least some experience with this tactic, agreeing that its mass appeal can drive volume and scale. Users associate the apps with the already established, high-quality brand, and they attribute the same level of quality to the apps. Nevertheless, the panelists noted that this is by no means the only way to appeal to mass audiences, attesting that brand equity is achievable organically, as well.
At this point, the panel shifted over to discuss the use of television for mobile user acquisition. The panelists discussed the supplemental lift that television spots provide their mobile campaigns, albeit noting the difficulties of tracking that success. There is currently no way to accurately track app downloads associated with TV ads, and as Jeet put it, “We, as marketers, know our baseline organics, so we know where the boosts are. […] In our case it was very grass roots level.”
Once the panel wrapped up, the floor was opened for questions, which brought up our bonus topic: fraud. The panelists focused on the importance of the reports they receive from partners and how campaign data should be broken down to the granular level to be able to identify any irregularities. Developers and networks alike are trying to combat fraud, so, as Anton put it, “It’s a good time to start a business in fraud detection.”
To hear what else our panelists had to say, watch the full panel below.
About Casual Connect
Casual Connect is the educational component of the Casual Games Association, the international trade association for casual games professionals. Casual Connect includes a regular magazine and yearly conference series in Eastern Europe, USA, Western Europe and Asia.
Join the Conversation
Which of these five forces have you experienced in 2016? Do you have any tips on how to use them to your advantage? Tweet your thoughts @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
- Creative Showcase: Spider-Man on Disney XD - October 20, 2017
- Q2 Results: Aurora, Programmatic, and SDK Growth - August 25, 2017
- Aurora™ HD Video Delivers Results for Initial Partners - August 23, 2017
