Top mobile app marketing companies interview: MobAir
Ross Bogdanov is the Head of Products of MobAir. The mobile app marketing company was founded in 2014 and is located in Berlin, Germany. The app marketing firm has more than 50 app marketers.
Ross joined MobAir in 2015. Previously, he worked as an Affiliate Manager at ClickDealer, the global performance marketing agency. Ross was responsible for launching and management of multiple advertising campaigns, tracking the quality of traffic and overall performance. This experience gave him a solid understanding of how this app marketing ecosystem operates.
Let’s see what Ross Bogdanov has to say about MobAir and the mobile app marketing world.
What does MobAir do?
MobAir is a leading mobile advertising platform, and our mission is to provide a complete package of user acquisition and mobile monetization services. We help app owners, performance marketers, and mobile brands acquire engaged users through high-converting ad formats (interstitials, native ads, video and rewarded video).
Since its launch in 2014, MobAir has expanded its global footprint. Now, we have 6 offices across the globe, but we assist clients with their needs in more than 95 countries. We continuously test new ideas to bring the most innovative products to the market. Our latest solution is a user acquisition platform, Appstellar, that allows mobile brands to discover the massive scale of engaged users through the power of Machine Learning.
What clients have you worked for?
MobAir works directly with advertisers and app developers. We are proud to serve reputable companies like McDonald’s, AliExpress, Playtika, Murka, Pixonic, Baidu, Social Point, Avira, Zoomy, Cheetah Mobile, 17 Media, Lovoo, ASKfm, PSafe, TextNow, Com2Us, Fiksu Media Group, Grofers, and many others.
If you had to choose one category, in what kind of app marketing strategies does your mobile app marketing company stand out from the rest?
We have a sharp focus on mobile creatives and engagement formats, as we believe that keeping users engaged is crucial for an app’s success. While developing our solutions, we leverage big data and advanced Machine Learning technology. It allows us to target the right users and serve them the relevant ads at the right time.
What are the basic KPIs every app marketer must keep in mind?
For sure, app marketers need to stick to a bunch of KPIs to stay on a right track. They include but not limited to: ROI, user engagement and retention, number of installs and uninstalls, session length, app stickiness. Recently, we’ve prepared the full list of key mobile app metrics every mobile app marketer needs to track on a regular basis.
Which strategy is the best to make an app the number 1 on an app store?
First of all, your app needs to solve a real problem and bring value to users. It should be based on the innovative idea, be slick and easy to use. To promote your app in the most effective way, try to use a mix of marketing channels: social media platforms, in-app advertising, word-of-mouth, endorsements, etc. It will boost your app rank and significantly improve user engagement.
Let’s focus on iOS and Android app stores. Which are the Pros and Cons of each app store when developing an app marketing strategy?
Both, App Store and Google Play, come with a set of pros and cons. To promote discoverability of an app within the App Store, app owners should keep in mind that users discover apps by searching for keywords or by browsing featured and top charts. Thus, they need to optimize their apps for search and utilize search ads to give an extra boost to their mobile marketing efforts. Its downside is price. When it comes to Google Play Store, it’s a cheaper platform as compared to App store, with a wide choice of app categories and a grace time of 15 minutes for the refund of paid apps if you don’t like them. Its drawbacks include poor search capabilities and little personalization, plenty of clones and inability to delete them.
What is the best way to monetize a mobile app?
The thing is, there is no one-size-fits-all solution. Each app is unique and solves specific problems. An app owner needs to choose the app revenue model that is aligned with their overall business goals. If we are talking about the most popular mobile monetization strategies, these are in-app advertising, freemium and in-app purchases. They show the highest potential to monetize a mobile app. At MobAir, we provide a full package of mobile monetization solutions.
What are the most common problems that app marketers face?
One of the major roadblocks for app marketers is the fierce competition. The current market is oversaturated with apps, making it barely possible for a new app to get discovered. Personally, I see the competition as an opportunity. It makes you think out-of-the-box when building new products. Another issue is fraud. According to the latest research by Tune, global app install fraud is 7.8% and will cost marketers up to $2B. I believe that it’s essential for industry players to take a unified approach to fight this issue.
What advice would you give to app owners that want to promote their apps?
I would advise app owners to keep a balance between their app monetization efforts and user engagement. This is a common reason why so many apps fail. Never compromise on the quality of your product and make your users the number one priority.
Why is MobileFirms useful to you?
It is a pleasure working with MobilleFirms. You do a great job bringing together mobile app marketing companies and clients in one place, providing win-win opportunities to both parties in such a way.
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