The dash for the dashboard

In our latest content, the Dash for the Dashboard, we examine the relatively recent shift in the balance of power from traditional motor manufacturers to the tech giants of Silicon Valley. Where driving was for 100 years an experience traditionally dominated by industrialised manufacturing giants, key players now include the likes of Apple, Google, Amazon and Uber.
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In Internet of Things, cars

In-App, Mobile Web, and the Battle for the Best Engagement

In the world of real-time mobile advertising, marketers often pit in-app and mobile web placements against one another in a head-to-head battle for the best engagement.

In app marketing, Alternative App Stores

8 Things You Need to Know About In-app Advertising

In-app advertising is a way to monetise app usage by displaying third party adverts within the app. It creates a revenue stream for the developer which in turn allows the user to access the app for free.

In Alternative App Stores

Meet the Team: Oliver Russell, New Business Manager

In this series we meet another member of the team behind the appScatter dream! Ollie from Sales.

In Meet the Team

Proposed Acquisition of Priori Data to Become App Data Intelligence Leader

Proposal to combine complementary offerings to meet rising demand for app data, user demographics and insights. Anonymised data will be drawn from 299 billion downloads across five million apps in 55 categories, as well as six billion devices across 252 territories.


Today we’re excited to announce the proposed acquisition of Priori Data, the mobile app intelligence platform.

It’s always been part of our roadmap to improve the availability and range of app data and since we launched the platform, clients are demanding better insights into the app economy. They want better quality of data at their disposal, with more detail in the highest possible volumes.

With this deal, we’re aiming to create one of the world’s largest sources of mobile data intelligence currently available. Accuracy is key in the mobile app industry, so by offering data on 26 app stores where most tend to cover just two – Apple App Store and Google Play Store – we’re confident we can offer the most accurate app intelligence on the market.

Combining the appScatter and Priori Data offerings to create the most comprehensive app management platform available, including distribution, intelligence, analytics and marketplace features under one roof.

“For appScatter, this deal marks a major step forward in our quest to become the go-to source of information in the app ecosystem, in particular given the scarcity of companies with the quantity of data held by Priori Data” said Philip Marcella, CEO of appScatter.

“This is a strategic progression for both appScatter and Priori Data from which we believe both customer bases will benefit significantly. Priori Data publishers and clients will benefit from wider distribution of their mobile apps across 75 app stores and appScatter clients will benefit from new services including keyword (ASO), app and market intelligence,” he added.

appScatter’s enlarged app insight capability will draw data from 299 billion downloads across five million apps in 55 categories, as well as six billion devices across 252 territories. Using this vast dataset, it will utilise Priori Data’s proprietary machine learning data intelligence software to provide clients with a range of app intelligence across keywords, apps, markets, usage and audience. This data can be leveraged by clients to gain real insight into the way consumers choose and utilise apps, enabling them to increase understanding of their respective markets and drive revenue from their own app operations.

Founded in 2013, Priori Data is a B2B SaaS platform provider of mobile app intelligence based in Berlin, with proprietary data intelligence software and 16 full time employees with expertise in monetising app market data, including data scientists, engineers and sales.

Patrick Kane, Chief Executive Officer of Priori Data, said: 
“Priori Data is an ambitious company and in appScatter we’ve found the perfect partner for the future. We’re very excited by the opportunity to combine this valuable, complementary expertise and create a market-leading product which will help deliver business-critical insight and answer some of the pressing questions posed by our customers and the wider app market today.”


For UK / European media enquiries, please contact FTI Consulting: Matt Dixon, Adam Davidson or Niamh Fogarty, +44 20 3727 1000 / appscatter@fticonsulting.com

For US media enquiries, please contact Guyer Group: Charlie Guyer, +1 617 599 8830 / charlie@guyergroup.com

For Germany media enquiries, please contact: WMP Eurocom: Michelle Schmitz, +49 (0)30 206 114 581, m.schmitz@wmp-ag.de

In appScatter Announcements

4Qs with Steve P. Young from Appmasters

The hard truth about ASO, app advertising and why you need to pay more attention to Alexa

Companies and developers serious about taking their apps to new heights (without increasing budget or headcount) have used ASO to move the needle on their app. Developers need to do more at all stages of the funnel, and smart developers are also taking advantage of the opportunity to publish their app in more app stores. Mobile Groove's Peggy Anne Salz catches up with Steve P. Young, Founder of AppMasters, a mobile growth hacking agency. Steve discusses why developers should double-down on ASO, go deeper in the funnel and explore opportunities beyond the app store duopoly.

In Android

WHY? - Our Most Frequently Asked Questions

Before appScatter, registering multiple app store accounts was a time consuming process. Now, the platform handles registration on over 70 app stores automatically.

However, we do get asked why we need certain pieces of information - some of which is highly sensitive. This post attempts to explain our reasons and to reassure that every customer has to provide it to see the benefit of multiple app store distribution.

 

 

 

To ensure appScatter can automatically register you for new app stores, the platform requires certain base level information from the start. At first, this might seem like a lot, but it ensures registration is smooth as possible in the long run. Here are the top 4 "WHY" questions received by our service team:

WHY #1: Why do you need developer details?

Providing your developer details ensures we can register you for as many stores as possible. your ownership of the app and your eligibility to distribute your app across our network of supported stores.

Additionally, entering your Google Play credentials allows downloads and revenue reporting from Google Play to be made available within appScatter.

WHY #2: Why do you need my bank details?

Put simply, we need your bank details to ensure you get paid!

You only need complete this section if you intend to receive revenue from your app. So if your app is paid for, bank details are required. This enables us to distribute your app to additional stores that support paid for apps.

The platform adds these details as part of each app store registration. Any payments made by the app store to you are made directly, we do not interfere in any way with this transaction.

Additionally if you wish to use the appScatter SDK for In App Purchasing, these details are required.

WHY #3: Why do you need so many documents?

As part of store registration across so many stores, we request a lot of documents: 
- Entity Type - Resident Registration Number - EIN/TAX ID - Passport - Business Registration - Bank Registration - Bank Statement

Many stores require these to validate the recipient of revenue is the same as the account owner. Again, you’ll only need to provide this information once.

Providing these documents also improves your app's app store compatibility.

WHY #4: Why do you need my store credentials?

One of the final elements of account setup on the appScatter platform is providing your existing app store credentials. Firstly, these credentials help us verify app ownership. This also helps the platform present download and revenue data on your reports dashboard.

Certain stores use Google Play’s own credentials to register, so if you have registered with Google previously you’ll save a lot of time registering for other Android stores.

Finally, and perhaps most importantly, we ask for these credentials to avoid duplicate accounts on the app stores. Duplication not only leads to confusion when the same apps appear, but some stores will reject you on security grounds.

5Qs With Blinkist's Gessica Bicego

Rethink Data-Driven App Marketing

Effective app marketing in 2018 is data-driven by default. However, truly successful app marketing delves into audience data to power appropriate advertising and spans many channels. It’s the passion and mission of Gessica Bicego, Director of Performance Marketing at Blinkist, an app that distills the key insights of bestselling nonfiction books into powerful 15-minute reads or listens.

Peggy Anne Salz, mobile analyst and top 30 mobile marketing influencer, catches up with Gessica to discuss her data-driven approach to user acquisition, plans for marketing automation and the top channels and platforms that app marketers would do well to have top of mind.


Peggy: Blinkist just marked its fifth year and now offers key insights from over 2,000 bestselling books. What other milestones can you share?

Gessica: Yes, it was quite a celebration. Blinkist featured as one of the Top Apps of 2017 by Apple with over 4 million users. From the time I joined the company in late 2015, we've grown our user numbers 7x. It’s tremendous growth that we’ve seen, and we’re looking to double in 2018. With this in mind, we changed how we approach user acquisition, starting with a huge rebrand allowing us to change our look and feel. We have user personas to help us understand what users value in our app and make sure we design every aspect of the app—from the app journey to the app store landing page—to make a deeper connection.**

You have quite a career path, yourself. You left Italy to work in app growth in Berlin, first at KAYAK and now at Blinkist. And you were recently shortlisted for App Marketer of the Year in recognition of your accomplishments. What is driving this success?

I recently spoke about the rebrand and the benefits at an app marketing conference in Berlin, where I also looked back at the challenges and successes since joining Blinkist. In retrospect, data is the secret ingredient in our success, and I believe app marketers have to eat data for breakfast. After you make data part of the routine, which I have, then you have to make it a part of the company culture. The challenge then becomes finding ways to build a data-driven culture in performance marketing--and in marketing in general.

If you are serious about growth, you have to build an environment where everything is possible and where great ideas can happen. This means harnessing tools to visualise the data, play with the data, build your own charts and go deep into the weeds to find and test channels. You also need data about your app performance—everywhere you offer your app--and this is where a tool like appScatter can be very useful for channel managers.

“Data for breakfast” is a great way to sum up the right mindset for performance marketing. But, with so many moving parts and stages to watch along the funnel, it’s tough for human teams to keep up no matter how much data they devour.

I’m a huge fan of automation, to be honest. There are many tasks where humans are required because they have the gift of intuition, and you cannot substitute that with a machine. But humans also make mistakes. We have examined where channel managers make errors, or just spend a lot of their time, and this has helped us to identify the tasks we need to automate. We started with a focus on bidding. Bidding is a really long process, and it takes a lot of time because you need to do it in every single campaign or adgroup. If you consider platforms beyond social, it can be even more complicated. In Outbrain and Taboola, for example, you need to consider an additional variable: bidding per publisher. Whilst it's feasible to do it manually, it's just not advisable because it takes a lot of time and it opens the door to making human mistakes.

We examined and automated this process, and we saved around one day a week for the campaign manager—and that’s a lot. We’re not only doing it better; we can do it more often. Every day, we take the data that we have, and we optimise the campaign. Naturally, it has a positive impact on campaigns in terms of ROI, and that is our main KPI. Overall, it’s been really successful and frees up the campaign manager to focus on other activities like improving our content. Now we have a culture of looking at our daily tasks and saying "Okay, we have to change this if we want to grow.” The end-goal, particularly since we offer a subscription app, is to be able to predict at day zero with a 95% confidence whether the campaign is going to be profitable or not, so we can take action immediately.

You are proactive about projects to optimise ad spend. How do you approach pinpointing other channels to power your app growth?

When I joined the company, there was only one channel: Facebook. But there are huge problems if you depend highly on only one channel. Therefore, I focus my effort on identifying and building more channels to help us grow. For us, paid content is a channel in this mix. It’s paying off, but it wasn’t easy. It took us nearly eight months to figure it out because it’s such a long funnel from awareness to conversion. On Facebook, the user just clicks on an ad, and then goes to the app store. In native advertising, the user clicks on what looks like content and has to be engaged by the content to download the app. So, the process is much longer, but the rewards—being able to acquire a highly engaged user—are also higher.

Another channel that works for us is podcast advertising. Why? Because we have an audio product. So far our experience with podcast advertising has been positive. But there are pain points. One is tracking. On digital channels, users click on a banner and you can attribute the user to the campaign. With podcasts, attribution isn't that straightforward. People listen, and some go to the landing page, and others just download the app. So, tracking is tricky. But we've figured this out, and now the next step would be to scale.

You have had amazing success finding and cracking new channels for advertising. Where else do you see the opportunity?

It's hard to believe it now, but we were not always an audio product. When we started out in 2014, we were just text. We saw people were using audio more and we rode that tide. Today, 90% of our titles are both text and audio. It's the same with platforms like Alexa and alternative app stores like Amazon. When Amazon released Alexa, we were excited about the platform from day one. It’s a platform with a big future, but you also have to stand out. In our case, we came up with the "Blinkist Minutes", based on our newsletter campaign where we were sending out one key insight from one book that you can read in one single minute. In the first iteration, we created content on a daily basis. The user just says, "Alexa, play 'Blinkist Minutes," and hears the content.

As an app marketer, you have to go where your users are. And nowadays it's clear that the market is bigger than two players. Amazon is the biggest player in e-commerce, and it has a lot of data on what users want and love that allow it to recommend apps people will genuinely appreciate. It makes sense to distribute your app and leverage the data players like Amazon have to focus your own marketing efforts—but that isn’t the only reason to explore alternative app stores. There’s also the Chinese market to crack—and you have to know the app store landscape and understand the user data before you think about where to market your product. It’s all very different from the markets in the U.S. or Europe, and you want to plan a strategy and you want to take advantage of automation where you can to focus your efforts.

In Android

When the Internet of Things meets the App Economy

Forecasts and estimates of the number of Internet of Things (IoT) devices being built are truly astronomical.

In Internet of Things

How to best utilise app marketing

Appromoters is an app marketing agency based in Amsterdam who specialise in both strategy and technology. With 15 years of experience in the mobile industry, Appromoters is offering data-driven & out of the box solutions for mobile apps & games, trusted by majors brands to small developers.

In app marketing