Adjust, an AppLovin company, is used by marketers around the world to measure and grow their apps across platforms, from mobile to connected TV (CTV) and beyond. Adjust says that it works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust’s measurement and analytics provide visibility, insights, and essential tools that drive better results.
Medianews4u.com caught up with Kapil Bonde, senior market evangelist Adjust India
Q. India will have 1 billion smartphone users by 2026. What opportunity does this present for mobile marketers?
This projected growth represents many opportunities for both brands and mobile marketers. An expanding user base translates to reaching and engaging with a broader audience with personalised marketing campaigns. While user behaviour in media consumption may shift, there is potential for brands to innovate and diversify their strategies given the wider demographic within the Indian market. Additionally, the growth in smartphone users presents an opportunity for mobile marketers to drive increased app usage. This can enable marketers to garner more data that can help optimize their campaigns, which can ultimately lead them to higher engagement and better return on investment (ROI).
Q. What potential does Adjust see in India?
India is a dynamic and rapidly growing market with immense potential for mobile marketing. As an example, the increasing adoption of smartphones and digital services presents a unique opportunity for Adjust to help brands optimize their mobile marketing efforts whether it is to drive more traffic, encourage more app installs, or understand user behavior.
We see significant potential in providing advanced and efficient measurement and analytics solutions to marketers in the Indian market, enabling them to make data-driven decisions, improve user acquisition, and enhance customer retention. Lastly, given India’s tech-savvy population and vibrant startup ecosystem, it serves as an important ground for innovation and growth. This is also why India is part of Adjust Ignite, a global event series that brings together mobile marketers to discuss the latest innovations, trends, and best practices in the mobile marketing industry.
Q. Could you shed light on your launch plans and growth strategy?
With the latest, and ongoing, data privacy changes, marketers can no longer optimise their campaigns using traditional measurement tools and user-level insights. The need for maximum efficiency while driving growth remains, which the industry needs to achieve on top of dealing with all the modern challenges we face in a privacy-centric world. That’s why Adjust is focusing on next-generation measurement solutions that leverage aggregated data and machine learning models to uncover ROI-positive advertising efforts, empowering marketers to maximize marketing budgets while protecting themselves from further privacy changes.
Q. What role is AI playing for Adjust in terms of offering better solutions like InSight?
AI is at the core of Adjust’s innovation strategy. With solutions like InSight, AI and machine learning help us provide marketers with highly accurate and reliable data analysis. It enables us to process large sets of data and automate complex processes, such as incrementality analysis, which helps marketers understand the true impact of their campaigns. Machine learning models allow us to offer precise predictions, spotlighting marketing actions, such as starting a new campaign or increasing ad spend budget, that are truly delivering an incremental lift to the overall business. It’s the epitome of efficiency and precision that any modern marketer needs to succeed in the current ecosystem.
Q. Will AI allow for a lot more automation in digital marketing as well as help companies be more efficient in spending?
Definitely, among the other things it advances, AI facilitates significant automation in digital marketing, from campaign management to performance analysis. By automating tasks and providing projections through analytics, AI helps marketers allocate their budgets effectively while ensuring maximum ROI.
Additionally, AI-driven insights enable real-time statistics to help marketers adjust their campaigns, ensuring that their efforts are always aligned with their business’s goals. This not only increases efficiency without the need for increasing resources but also empowers marketers to make data-driven decisions, hence the launch of InSight.
Q. There are issues facing mobile marketing like measurement, data privacy. What will be the strategy of Adjust to guide marketers in a rapidly evolving area?
Adjust is deeply committed to helping marketers navigate the challenges of measurement and data privacy. Our strategy involves providing robust, privacy-compliant solutions that ensure accurate measurement without compromising user data.
This is also the reason why InSight was designed – we wanted to help marketers maximise their efforts with laser precision, leveraging aggregate data while filling the gaps that were left due to privacy changes. With this, they can continue effective campaign optimisation on StoreKit Ad Network, Google Privacy Sandbox, and beyond.
We also aim to stay ahead of regulatory changes and continuously update our technologies to meet the highest privacy standards. Apart from our solutions, we consistently provide content that offer best practices and insights, including topics about data privacy and measurement, that marketers can explore to help them adapt to evolving industry landscapes while maintaining trust with their users.
Q. AI is also leading to fraud with things like fake followers, fake clicks. What is the way forward to combat this?
Combatting ad fraud is a top priority for Adjust. As the only mobile measurement partner (MMP) that focuses on detection and prevention, we help our clients be proactive against fraud. Case in point is our Fraud Prevention Suit, a feature that is designed to help marketers reject fraudulent installs and report them for full transparency, attribute accurate data, and gather campaign analysis data without any distorted data.
In the grand scheme of this, we believe that collaboration with industry partners and continuous innovation in fraud detection techniques are crucial to staying ahead of fraudsters. By maintaining a proactive approach, we help safeguard our clients’ investments and maintain the integrity of their marketing efforts.
Q. As we move to a cookieless world are big companies figuring out how to leverage first party data?
Yes, many companies are increasingly focusing on leveraging first-party data as the industry shifts towards a cookieless future. First-party data is highly valuable because it comes directly from user interactions with the brand, providing accurate and consent-based insights. Adjust helps companies effectively collect, manage, and utilise this data through our privacy-centric solutions. By integrating first-party data with our advanced analytics and measurement tools, we enable marketers to create personalized and effective campaigns while ensuring compliance with privacy regulations.
Q. Could you talk about the work that Adjust is doing with Google’s data privacy sandbox?
Adjust is actively collaborating with Google to ensure our solutions are aligned with the evolving standards of the data privacy sandbox. This initiative is crucial for developing new technologies that enhance user privacy while maintaining effective marketing measurement. Our goal is to provide marketers with reliable and privacy-compliant tools that support their efforts in a post-cookie world. By participating in these industry-wide efforts, Adjust aims to lead the way in fostering a more secure and privacy-focused digital ecosystem.
Q. How does Pulse allow mobile marketers to stay on top of their campaigns?
Pulse is designed to provide mobile marketers with real-time campaign trends and anomalies to keep tabs on their data & partner connections, and get alerted when significant changes occur or errors are flagged.
With Pulse, marketers can create alerts based on a metric reaching a particular threshold, that can run hourly, daily, or weekly, and receive those via Slack or email to get the right insights at the right time, minus the noise.
Essentially, this allows the whole process to be automated by reducing the manual effort of monitoring ad spend, checking for the latest campaign performance, looking for anomalies in data, or even sharing insights across stakeholders, giving invaluable time back to marketers so that they can focus on strategic tasks and improving their overall campaign performance.
Q. Does Adjust work with gaming companies to help them monetise?
Yes, we do. Adjust has a strong portfolio of partners from the gaming industry, helping them understand, optimise, and achieve their campaign goals.
Our solutions provide comprehensive analytics and measurement tools that enable gaming companies to understand user behavior, optimise acquisition strategies, and improve retention.
In fact, we just partnered with APPS, a game company that develops and publishes hyper-casual and hybrid-casual mobile gaming apps played by millions monthly. They wanted to boost user session lengths and drive more in-app purchases for their game Drill and Collect. With us as their MMP, they were able to:
Leverage our ad spend automation tool to leverage powerful rules to automatically update campaign bids and budgets based on their specific return on ad-spend (ROAS) targets, enabling them to optimize spend instantly and free up valuable resources.
Reach the right audiences through our next-generation tools that provided detailed analytics and reporting.
With these efforts, they were able to elevate their ROAS to 107%, and high-level completion rate by 2x.
Additionally, we’ve also published The Gaming App Insights Report, a first-of-its-kind resource for studios, developers and mobile marketers, pairing global mobile gaming app data with expert insights from AppLovin and its in-house creative agency SparkLabs. Our study provides a detailed analysis, granular data deep-dive, benchmarks, and insider tips to equip marketers and developers with a cutting-edge and strategic roadmap to gaming app success, in 2024 and beyond.
Q. Could you talk about Adjust’s service that tracks subscriptions? What trends are being noticed here in India and globally?
Subscription-based app monetisation has surged across various verticals, generating over $18.3 billion in revenue from the top 100 subscription-based apps in the past year. This successful revenue model is expected to keep growing, and Adjust is at the forefront by offering a streamlined and efficient method to unify cross-platform subscription data for scaled revenue growth. Our service integrates directly with our analytics platform, Datascape, and tracks 16 standardised subscription lifecycle events. This enables marketers to gain a comprehensive view of in-app actions which, when combined with attribution data, provides a complete lifetime value (LTV) picture of users.
– Key trends in India
1. Rise of Audio Entertainment Platforms:
- In India, there has been significant growth in audio entertainment platforms such as Pocket FM, Kuku FM, and Storytel, alongside the expansion of Over-The-Top (OTT) video streaming services like Jio Cinema, Hotstar, and Sony Liv.
2. User Base and Subscription Rates:
- Video streaming services boast approximately 300 million users, whereas audio streaming services have around 160 million users, with roughly 10-11% of these users being paid subscribers.
3. Average Revenue Per User (ARPU):
- The annual average revenue per user (ARPU) for video OTT services is around ₹1300 INR, compared to ₹917 INR for audio streaming services.
4. Geographical Distribution of Paid Subscriptions:
- A notable 35% of paid (B2C) subscriptions in India come from just 15 cities. The challenge for Subscription Video on Demand (SVoD) platforms is to expand their reach into Tier II and Tier III cities.
In terms of global trends, there’s a steady increase in subscription-based services across various sectors, reflecting consumers’ preference for continuous and premium content access. With Adjust’s capability to unify cross-platform data, it allows businesses to get a holistic view of revenue streams and optimise their strategies.
