AppsFlyer Archives - AiThority

Daily AI Roundup: Biggest Machine Learning, Robotic And Automation Updates

AIT Staff Writer — Tue, 09 Jan 2024 21:30:15 +0000

This is our AI Daily Roundup. We are covering the top updates from around the world. The updates will feature state-of-the-art capabilities in artificial intelligence (AI), Machine Learning, Robotic Process Automation, Fintech, and human-system interactions.

We cover the role of AI Daily Roundup and its application in various industries and daily lives.

Qrypt Joins NVIDIA Inception

Qrypt, the pioneering quantum-secure encryption company, announced its acceptance into NVIDIA Inception, a program that nurtures startups revolutionizing industries with technological advancements.

AppsFlyer Unveils Cutting-Edge AI Solution for Elevating Marketing Campaign Creativity and Performance

Accenture to Expand Network of Generative AI Studios Across Asia Pacific and Latin America

Accenture is setting up generative AI studios in nine countries across Asia Pacific and Latin America to respond to growing client interest in the technology. Studios across Australia, Argentina, Brazil, Greater China, India, Japan, Mexico, Philippines and Singapore will connect clients with data and AI experts from Accenture, and ecosystem partners, ventures, and other strategic investments to enable rapid experimentation, co-creation and scaling of generative AI solutions using Accenture’s responsible AI framework as a foundation.

Zendesk Signs Definitive Agreement To Acquire Klaus

Zendesk announced it has signed a definitive agreement to acquire Klaus, the industry leading AI-powered quality management platform. AI is driving a rapid increase in customer interactions and radically transforming the world of customer service. Customer service teams are being asked to increase their ROI by managing a rising volume of interactions while providing quality service, and increasing their organization’s efficiency in the process.

Siemens Delivers Innovations In Immersive Engineering And Artificial Intelligence To Enable The Industrial Metaverse

Siemens unveiled innovations that are combining the real world and the digital worlds to redefine reality as it opened CES 2024, the world’s leading technology gathering. Siemens announced new partnerships and breakthroughs in AI and immersive engineering to enable the industrial metaverse, and highlighted how these technologies are empowering the world’s innovators to thrive using its open digital business platform, Siemens Xcelerator.

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AppsFlyer Unveils Cutting-Edge AI Solution for Elevating Marketing Campaign Creativity and Performance

Business Wire — Tue, 09 Jan 2024 17:23:14 +0000

Creative Optimization empowers marketing teams to drive significant results with optimized creative decisions and precise ad campaigns

AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, launched Creative Optimization, its new product that provides marketers with unparalleled insights into their creative assets and data-driven guidance on maximizing their impact. Coupled with Artificial Intelligence (AI), Creative Optimization identifies patterns, trends, and features that drive optimal audience engagement, enabling marketers to capture the most value from their ad spend while enhancing the effectiveness of their creative content and campaigns.

Creative Optimization empowers stakeholders across performance marketing, creative, and Business Intelligence (BI) teams to collaborate to craft diverse asset variations, test, and validate winning variables within advertisements – saving time and resources while elevating performance. Marketing teams now possess the tools to make creative decisions that marry human intuition with the precision, speed, and scalability of the AI capabilities embedded within the product.

“The new Creative Optimization product presents a real breakthrough for marketers, bridging the gap between creative and growth marketing teams while addressing key pain points to drive success for both,” said Yevgeny Peres, EVP of Product Strategy at AppsFlyer. “By delivering sophisticated, in-depth creative insights, it enables growth marketing teams to optimize spend, increase scale, and drive profitability by automatically identifying which creatives perform best in campaigns. Simultaneously, it equips the creative team with valuable insights on the attributes of winning creatives, empowering them to focus on the most effective elements and allocate their time and resources more efficiently. This seamless collaboration closes the feedback loop, boosts confidence in creative production, reduces risk by minimizing investment in underperforming creatives while scaling the production of winning ones to drive profitability at scale.”

AppsFlyer worked with more than 100 companies, including fintech company Dave and mobile gaming leader Papaya Gaming, through the development and testing of Creative Optimization over the last year. Companies across gaming, fintech, e-commerce, and entertainment industries employed the product to enhance their marketing efforts to great effect. Brands utilizing the product were able to grow their ad spend by as much as 300% while seeing vast improvements in key performance indicators. Campaigns resulted in increases in ad click-through rates of up to 50%, decreases in cost-per-install by as much as 30%, and saw up to 100% uplift in customer retention and revenue metrics.

“AppsFlyer’s Creative Optimization has been a game-changer for our cross-team creative collaboration efforts,” said Christian Espinoza, Senior Marketing Technology Manager at Dave. “We’ve seen a significant increase in efficiency, and it’s transformed our creative optimization process by providing a deep understanding of what works best on specific channels and allowing us to extract maximum value from our top-performing assets. We’ve seen a major increase in efficiency – what used to take us 8-10 hours a week, we can now effortlessly pull and share reports with the creative team, making data-driven decisions without the need for manual data extraction or platform hopping.”

“Creative Optimization is transformative for our campaigns, allowing our marketing team to reach larger audiences, improve our efficiency and collaboration,” said Dan Hayoun, Performance Group Manager at Papaya Gaming. “This has led to great results and helped turn the creative marketing process into a growth engine across our award-winning portfolio of games. As a leader in the next generation of gaming, we are constantly looking for cutting edge tools that can help us operate on a larger scale, while providing the best options for attracting and retaining players to continue growing our business.”

Creative Optimization enables users to marry best-in-class AI creative capabilities and AppsFlyer’s analytics-driven dashboards to deliver the most efficient and effective campaigns:

AI-powered insights for maximizing ad spend and creatives’ effectiveness. Creative Optimization automatically analyzes creative assets, breaking them down into scenes, and provides performance data and guidance for effectively replacing underperforming elements.
Access granular performance data to uncover the winning formula for your creative strategy. Creative Optimization aggregates all creative performance data in one place, providing an unbiased, comprehensive overview of creative performance, including cost, installs, clicks, and down-funnel metrics like retention, lifetime value and more.
Turn creative performance into meaningful data for your BI system. Creative Optimization consolidates all creative data, offering a reliable and up-to-date system that incorporates recent changes in the marketing ecosystem. This streamlines the data integration process and ensures a credible and trustworthy source for creative data within the BI system.

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AppsFlyer Acquires oolo to Transform AI-Driven Decision-Making for Marketing, Growth and Monetization Teams

Business Wire — Tue, 05 Dec 2023 19:31:14 +0000

The strategic acquisition further expands AppsFlyer’s capabilities and platform to accelerate data-driven decision-making that fuels efficient business growth

AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, announced its acquisition of oolo, a leading AI-powered user acquisition and monetization decision-making platform. The acquisition strengthens AppsFlyer’s portfolio of products and services as the company introduces holistic solutions crafted for the interconnected needs of modern marketing, growth and monetization teams, and will see oolo operate as “oolo by AppsFlyer.”

AppsFlyer’s acquisition of oolo comes as a part of the company’s continuing mission to empower brands with the most comprehensive decision-making platform in the constantly evolving digital ecosystem. As marketing, growth and monetization teams expand their responsibilities and strategies for acquiring, engaging, and monetizing customers, the need for informed decisions made in real-time, at scale, significantly increases.

Responding to these challenges, oolo harnesses AI’s full capabilities to enhance growth strategies – from full-funnel acquisition, monetization, and retention – providing immediate actionable insights and time-sensitive alerts to instantly optimize return on ad spend (ROAS), media revenue, and retention. By continuously monitoring entire datasets, the crucial insights and predictions delivered by oolo’s powerful AI would otherwise remain hidden or require weeks of work by teams of data analysts to uncover.

Now part of AppsFlyer, oolo will also be integrated into AppsFlyer’s growing Privacy Cloud Marketplace, pioneering how AI products can address the primary issue of signal loss and utilize the data within customers’ Data Clean Rooms to deliver additional value through data collaboration with a privacy-by-design approach.

“Adapting to the ever-changing digital ecosystem requires innovative solutions that can offer privacy-centric, actionable insights for optimal decision-making,” said Oren Kaniel, CEO and co-Founder at AppsFlyer. “oolo’s unique technology, team and expertise will play a key role in our continual pursuit to build a holistic platform that accommodates the shifting expectations, roles and challenges of modern marketing teams. The combination of oolo’s innovative technology with AppsFlyer’s industry leading measurement platform offers brands new opportunities to harness AI’s full capabilities to optimize their growth and monetization strategies. We believe the future of data-driven decisions is in smart AI rather than the static tools which are common, and oolo’s cutting-edge AI technology enables us to better serve the increasing demands of our customers and meet their evolving needs.”

oolo delivers a constantly updated alert system that makes it easy to detect anomalies, identify immediate growth opportunities, prevent and correct inefficiencies that help solve the daily optimization challenges growth marketers face. By using data from marketing campaigns to train itself to understand what’s normal and what’s not, oolo surfaces and prioritizes the most urgent, important and granular insights so marketing, growth and monetization teams are able to gain a competitive advantage and achieve better results with less effort.

AppsFlyer’s acquisition of oolo is the company’s second this year, following its recent acquisition of devtodev, a full-cycle data analytics solution for game and app developers. oolo and devtodev will be among the first applications within AppsFlyer’s recently launched Privacy Cloud Marketplace, and will enable all data, analytics and AI providers to build their products using AppsFlyer’s APIs and seamlessly integrate their services without moving or sharing user data with external parties.

“It’s an exciting time for us at oolo,” said Yuval Brener, CEO of oolo. “This acquisition is set to blaze a trail in the data analytics space as we join forces with AppsFlyer to provide state-of-the-art data monitoring technologies for brands around the world. With AppsFlyer’s proven track-record, large client base, and privacy-preserving architecture, our customers will benefit from an integrated approach to growth decision-making unlike anything seen before.”

oolo by AppsFlyer will be available to both existing AppsFlyer customers and on an independent basis.

[To share your insights with us, please write to sghosh@martechseries.com]

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AppsFlyer Launches Dynamic Query Engine for Its Data Clean Room

Business Wire — Thu, 17 Aug 2023 16:02:16 +0000

The new addition of ChatGPT powered Dynamic Query enables marketers to be self-sufficient, drive efficient decision-making processes and unlock the true potential of their data

AppsFlyer is launching dynamic querying capabilities for its Data Clean Room, enabling marketers and users with or without SQL expertise to effortlessly query data in the AppsFlyer Data Clean Room. The Dynamic Query is powered by OpenAI, and bridges the gap between technical complexities and business insight as it eliminates the need for SQL intermediaries, allowing for faster and easier adoption of Data Clean Rooms and its capabilities as a robust business intelligence (BI) tool.

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“This means AppsFlyer’s DCR can now be used by marketers that are not SQL experts, simply by using natural language in their queries.”

“With AppsFlyer’s Dynamic Query Engine, we aim to empower marketers and their counterparts by bringing logic to their data and give them a powerful, user-friendly tool to access marketing data,” said Edik Mitelman, GM of Privacy Cloud, AppsFlyer. “By removing the reliance on SQL experts and enabling marketers to query data in a conversational manner, we are eliminating barriers and accelerating the adoption of data clean room technology.”

Leveraging the full potential of a Data Clean Room currently requires the involvement of data engineers, analysts or individuals with SQL expertise, leading to bottlenecks and delays in obtaining crucial business insights. The new AI-based approach to the AppsFlyer Data Clean Room opens up a new era of accessibility and usability for marketing teams, enabling them to query data and ask vital business questions directly, without the need for technical support. This is crucial for marketers in the modern privacy era, as privacy-preserving measurement and ecosystem collaboration through Data Clean Rooms provides the holistic, multi-channel view to measure and optimize marketing activity more effectively and efficiently.

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“With AppsFlyer’s Dynamic Query Engine, we were able to filter our DCR output and quickly focus only on the relevant data we need to make the best bottom-line decisions,” said Leif Meyer, User Acquisition Engineer of Hopper.

As ingesting data in BI is no longer a viable solution in the new privacy era, AppsFlyer’s Dynamic Query capability brings the BI to the data and enables immediate access to enriched data sets, facilitating faster and better informed decision-making. This supports marketing teams with the ability to measure all aspects of their marketing data and avoid the need to move data and take privacy risks.

“AppsFlyer is one of the first advertising technology vendors to actually integrate a large-language model in their products,” said Karsten Weide, Chief Analyst, W Media Research. “This means AppsFlyer’s DCR can now be used by marketers that are not SQL experts, simply by using natural language in their queries.”

AppsFlyer’s Data Clean Room, the first of many technological implementations within the AppsFlyer Privacy Cloud vision, enables app developers to privately and securely produce insights based on their first-party data, attributed marketing data, in-app events and third-party data in a privacy safe environment. As a result, app developers can accurately calculate and take better-informed actions on their marketing campaigns, thus increasing return on investment while simultaneously preserving customer privacy. This empowers marketing and business growth for both supply and demand and provides private data collaboration and actionable insights that impact the business’s bottom line.

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Xsolla Partners With AppsFlyer to Streamline Cross-Platform Data-Driven Insights for Game Developers

Business Wire — Thu, 10 Aug 2023 16:00:20 +0000

Xsolla, a global video game commerce company, announces a partnership with AppsFlyer, a leading B2B SaaS/marketing technology company.

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“This partnership with Xsolla promises to elevate measurement precision, enable user segmentation, and foster a deeper comprehension of customer flow, behavior, and engagement”

As the gaming industry continues to be led by mobile revenue, Xsolla’s addition of AppsFlyer to their Web Shop services brings cross-platform measurement to enable developers to gain valuable player insights, estimate webshop and marketing efficiency, and increase the web sales channel performance. This integration allows game developers to gather and analyze user behavior and interactions on the web and inside the game, then compare metrics and gain valuable insights, all through easy-to-use dashboards.

“This partnership with Xsolla promises to elevate measurement precision, enable user segmentation, and foster a deeper comprehension of customer flow, behavior, and engagement,” said Brian Murphy, AppsFlyer Head of Gaming. “Both AppsFlyer and Xsolla care deeply about delivering the best possible user experience and measurement capabilities to marketers, and this partnership will enable them to have greater control of their monetization strategies, budgets, and campaign insights.”

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A prominent feature of this collaboration is that it not only provides the users of AppsFlyer, primarily utilized for mobile analytics, with the capability to track players’ data on the web but also aims to increase efficiency and provide better control over data for those striving to optimize and understand their digital customer journey. With future integration steps in view, developers can build cross-platform dashboards to compare metrics and extract valuable insights. These efforts come as part of Xsolla and AppsFlyer’s mission to assist mobile game developers by offering a unified cross-platform – PC, web, and app – solution that enables the measurement across all marketing touchpoints and facilitates the analysis of customer journeys and activities.

AppsFlyer is a B2B measurement SaaS company that empowers brands to demonstrate the business impact of their marketing initiatives and make bolder decisions with higher confidence, thanks to its unbiased data and actionable insights. App developers and marketers use AppsFlyer to understand user behavior better and optimize marketing campaigns for their games.

“We’re excited to announce our partnership with AppsFlyer. It’s a significant step forward in our ongoing support of mobile game developers,” said Chris Hewish, CEO of Xsolla. “The mobile sector continues to drive global gaming revenue and growth. The combination of Xsolla’s Web Shop solution and AppsFlyer unlocks a wealth of data-driven insights into player behavior and engagement, webshop and marketing effectiveness, and web sales channel performance.”

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AppsFlyer Launches Privacy Sandbox on Android for the Mobile Market

Business Wire — Tue, 20 Jun 2023 15:50:15 +0000

AppsFlyer announced the successful completion of development of an end-to-end audience management solution utilizing Google’s Protected Audience API on Android. As momentum builds for the wider launch of Privacy Sandbox, this milestone, which was completed in collaboration with Remerge, a programmatic DSP with a decade of expertise in running mobile retargeting campaigns for app businesses, signals a breakthrough in the mobile ecosystem’s use of advanced privacy-preserving technologies that enable rich marketing capabilities and insights. The work by AppsFlyer was supported by Google as part of a larger effort by both companies to work with organizations across the mobile ecosystem to shape the next generation of privacy-preserving technologies and standards that empower marketers to measure better while protecting consumer privacy. AppsFlyer has also developed a working solution making use of a second Privacy Sandbox tool, the Attribution Reporting API, which will enable marketers and advertisers to effectively measure the success of their campaigns without user-level cross-platform identifiers.

“The Protected Audience API offers major progress when it comes to user privacy that aligns with how AppsFlyer envisions the future of privacy-centric marketing,” said Roy Yanai, AVP Product, Measurement, AppsFlyer. “Following extensive research, and working with the Android and Remerge teams, we look forward to the ways the Protected Audience API will unlock remarketing for many businesses. Beyond remarketing alone, the Protected Audience API is a great advancement for the app ecosystem and showcases how to leverage technology to preserve privacy, without compromising the user experience.”

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As part of Google’s Privacy Sandbox initiative on Android, and in the footsteps of its Chrome counterpart for the web, Google has introduced the Protected Audience API on Android, a framework for a privacy-centric, on-device, ID-less remarketing solution on mobile. With the Protected Audience API, the Android OS will facilitate the exchange of information between advertiser and publisher apps as well as their corresponding ad-tech platforms to allow for on-device custom audience targeting.

“We’re excited to see AppsFlyer and Remerge developing solutions using Privacy Sandbox on Android, and look forward to continuing to work with their teams and other organizations as part of an ecosystem-wide collaboration,” said Amit Varia, Director of Product Management at Google.

The solution AppsFlyer has built with Remerge allows advertisers and ad platforms to utilize the Protected Audience API for custom audience segmentation and privacy-centric re-engagement, as well as advanced bidding and personalized creatives according to privacy-centric purchasing intent triggers. It will also offer measurement reporting, so marketers and advertisers can easily understand the success of their campaigns.

Advertisers could manage audiences created by first-party data based on their own rules directly on the AppsFlyer platform, as well as collaborate with ad networks (DSPs) to manage audiences created by the DSPs on behalf of the advertisers.

In addition to supporting advertisers with privacy-centric remarketing campaigns, AppsFlyer offers SDK services to DSPs to allow them to work within the Protected Audience API framework.In this way, AppsFlyer acts as a bridge between advertisers and DSPs, enabling them to work together to create and manage privacy-centric audiences.

“At Remerge, we’re proud to be working on this solution with AppsFlyer and Google – and to play a defining role in the future of mobile marketing. Building this new, privacy-first framework will enable businesses to continue their mobile remarketing efforts, while still protecting the personal data of end users,” said Pan Katsukis, CEO and Co-Founder at Remerge.

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AppsFlyer Unveils Measurement, Analytics and Data Clean Room Support for ChatGPT Plugins

Business Wire — Tue, 09 May 2023 11:44:01 +0000

AppsFlyer has announced the launch of its new measurement and Data Clean Room support for ChatGPT plugins. Brands and marketers can now measure the customer journeys and performance of their ChatGPT plugins across all platforms – including mobile app, CTV and web, as well as across all paid, social and organic traffic sources such as Meta, Google, and Apple.

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“ChatGPT plugins present a revolutionary opportunity for brands and consumers to connect, in addition to interactions on web and mobile apps”

In March 2023, OpenAI announced ChatGPT plugins, allowing its users to interact with other services through ChatGPT’s interface. With the plugins, ChatGPT users can query services like Expedia, FiscalNote, Instacart, KAYAK, Klarna, and Shopify to get real-time, actionable answers from these data sources without leaving OpenAI’s platform.

ChatGPT plugins have opened up a new world of consumer interactions and revenue opportunities. However, without cookies and device identifiers, analytics and measurement are impossible with current tools. AppsFlyer’s privacy-preserving measurement and analytics support for ChatGPT solves this challenge by providing brands and marketers with analytics and actionable insights into their customers’ interactions and performance of their plugins, together with their marketing activity across all traditional digital platforms and traffic sources.

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“ChatGPT plugins present a revolutionary opportunity for brands and consumers to connect, in addition to interactions on web and mobile apps,” said Oren Kaniel, CEO and Co-founder, AppsFlyer. “As an industry, we have an opportunity to architect this new world in a responsible way, by maximizing both customer value, experience and privacy. This new world is not bound to the status quo and building blocks like cookies and device identifiers. I am thrilled to take part in this revolution, not only because we have been building privacy-preserving tech for a cookieless environment for the last 10 years, but mainly because it is perfectly aligned with our vision for a better and safer digital experience.”

The ChatGPT plugin support allows e-commerce, retail and travel brands, which specifically rely on an omnichannel view of their marketing efforts, to better measure their activity as they engage with high-intent audiences throughout the user journey. With the Privacy Cloud Data Clean Room, AppsFlyer ensures the privacy of the user’s data while allowing service providers’ plugins to measure the traffic coming from ChatGPT.

AppsFlyer ChatGPT support is available for ChatGPT current plugins and other innovative companies that are interested in exploring, architecting and innovating this new world.

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AppsFlyer Taps Leading Anti-Fraud Expert Andreas Naumann Amid Rise of Mobile Fraud

Business Wire — Wed, 15 Mar 2023 15:37:44 +0000

AppsFlyer announced the appointment of Andreas Naumann as its anti-fraud evangelist. Naumann is one of the most internationally renowned and knowledgeable experts in the field of mobile ad fraud and security, and brings over a decade of industry experience to AppsFlyer as it continues expanding its capabilities to prevent and protect against fraud.

“Mobile ad fraud devours marketing budgets, contaminates performance data and can turn successful campaigns into losses. AppsFlyer has an effective antidote on the market with Protect360, which combines real-time fraud protection with post-attribution detection,” said Naumann. “I look forward to working with the team to make a great product even better.”

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In his role as AppsFlyer’s Anti-Fraud Evangelist, Naumann will work to effectively combat ad fraud and continuously educate the industry on threats and solutions, in addition to contributing to the further development of AppsFlyer’s Protect360 product suite. Naumann’s appointment comes at a crucial time for the mobile advertising industry, which is facing increasing challenges from heightened ad fraud activity, especially during the current economic conditions. As a pioneer in the fight against ad fraud, AppsFlyer provides cutting-edge tools and the latest insights to protect businesses’ marketing investments. Naumann’s appointment underscores AppsFlyer’s commitment to providing the most advanced measurement and marketing analytics solutions and ensuring a more fraud-free advertising ecosystem.

With more than ten years of experience in the field of fraud prevention at companies such as Zanox, Trademob and Glispa, among others, Naumann’s in-depth expertise analyzing big data and recognizing fraud patterns and tactics has made him one of the foremost authorities in the world. Until October 2022, he headed the anti-fraud department at Adjust, a mobile measurement provider that was acquired by Applovin in February 2021. Naumann also serves as head and co-founder of the Coalition against Ad Fraud (CAAF).

A key part of Naumann’s role at AppsFlyer will be educational work to promote knowledge and sharing about ad fraud in mobile at large. He will also spearhead new ways to innovate on fraud detection and prevention, and support AppsFlyer as the market leader continues its efforts to drive a safer and more transparent ecosystem.

“We are delighted that Andreas Naumann, an absolute top expert in the industry, is joining us,” said Gal Brill, General Manager, Beyond, AppsFlyer. “His experience, knowledge and perspective will help us stay ahead of the ever-evolving fraud tactics and technologies.”

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AppsFlyer Survey Finds 98% of Brands Believe that Connected TV Advertising will be Bigger than Mobile Advertising, with 25% Claiming It Will Happen in 2-3 years

AIT News Desk — Thu, 27 Oct 2022 13:22:23 +0000

Brands are planning to increase their Connected TV advertising budget by 44% in 2023 in order to tap into growing consumer adoption

AppsFlyer has released its new survey report, Connected TV Trends, 2022-23, Advertiser and Viewer Perceptions, that combines viewer and brand insights on the rapidly evolving Connected TV (CTV) space. The growth of CTV devices and platforms has spurred interest and popularity for advertising, and the survey found that currently, 64% of businesses are running direct response campaigns on CTV.

“CTV is a huge opportunity, allowing marketers to engage with a whole new segment of potential users”

Advertising on CTV also allows brands to expand reach, measure cross-platform, cross-device campaigns and better target consumers with relevant, contextual ads. With that in mind, for advertisers, understanding consumer preferences and habits regarding CTV, including how they feel about commercials, the dollar value they place on ad-free content, and how likely they are to download apps resulting from CTV ads, is extremely beneficial.

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Key Findings:

98% of businesses believe that CTV advertising will be bigger than mobile advertising. The vast majority of brands think that CTV advertising will overtake mobile advertising, and a quarter of respondents say that this will happen in the next 2 to 3 years. According to brands, the reasons to advertise on CTV include engaging with new audiences (73%), increasing engagement levels (73%) and driving higher lifetime value (50%).

Half of viewers in North America downloaded mobile apps after watching a CTV ad. Globally, 40% of consumers have downloaded mobile apps following seeing advertisements for an app. Additionally, 53% of consumers say they are likely, or very likely, to do this using QR codes.

86% of consumers are willing to see ads on CTV, especially if they are relevant to them. There’s a widespread misconception that mid-stream ads could drive viewers away, but in reality, consumers may not mind ads as much as brands think. Only 40% of viewers say that they will stop watching CTV if there are too many ads. On average consumers are happy to watch 1.7 ads within 30 minutes of content, but this number takes a 220% leap to 5.8 ads if they are relevant to the viewer.

Brands rank smart TVs as top priority, but are disregarding platforms that many viewers use to watch CTV platforms, gaming consoles. Additionally, when given the option to target consumers by the content they are watching, the top content categories brands are targeting are not necessarily aligned with the content that consumers are actually watching. For example, 64% are targeting sports and fitness, while only 42% of consumers are watching this content. In the other direction, 62% of consumers are watching documentary content, but only 26% of businesses are targeting that content.

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“CTV is a huge opportunity, allowing marketers to engage with a whole new segment of potential users,” said Gil Meroz, VP of Innovation and General Manager, AppsFlyer. “For brands, now is the perfect time to start advertising on CTV before it becomes a heavily crowded and saturated space. The earlier you get into a new channel, the more you get out of it.”

Methodology:

We commissioned a survey of 500 consumers who watch CTV, and are between the ages of 26 and 50, and 200 Director – C-suite employees from MarTech and Marketing departments. Business respondents all work at Gaming, Retail or FinTech companies with between 200-10k employees, have built a mobile app, and have, or plan to have, a Direct Response campaign on CTV to drive mobile conversions. Respondents from both surveys come from North America, Europe and APAC.

[To share your insights with us, please write to sghosh@martechseries.com]

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Google Ads and Meta Ads Continues to Dominate Remarketing Index Despite Apple’s Privacy Changes: Appsflyer Performance Index 15

AIT News Desk — Tue, 18 Oct 2022 10:56:58 +0000

AppsFlyer the global attribution leader released the 15th edition of its Performance Index, ranking the top media sources in mobile advertising. The first half of 2022, with its continuing privacy changes, economic downturn and post-Covid cooldown, has caused a reshuffling across the ecosystem.

Consistent with Global findings, mid-sized Asia-Pacific (APAC) players are observed seizing the opportunity to gain market share as the top media sources lose ground.

Media sources endeavor to prevail against tougher privacy on Retention Index

The aftershocks created by Apple’s App Tracking Transparency (ATT) framework continue to generate major challenges for app marketers and media companies alike. Notably, both Google Ads and Meta Ads have lost ground on iOS due to Apple’s privacy changes.

However on the Android market, Google Ads and Meta Ads continues to maintain its domination throughout Southeast Asia thanks to its unrivaled scale. Both sources have been ranked on the power ranking and volume ranking of the AppsFlyer retention index across gaming and non-gaming categories.

Despite this, the rankings do not reflect the fluctuations in app install market share for these media giants. A deeper dive into these rankings indicates a major loss in app install market shares for Google Ads and Meta Ads in H1. This has significantly enabled other media sources to take over and emerge in the rankings.

Remarking on this observation, Tan Tmangraksat, Director of Partner Development, SEAPAC AppsFlyer said “All of the above changes present multiple opportunities for marketers and media partners in the mobile ecosystem. Apple’s privacy framework is a constant challenge that’s here to stay. Coupled with the current macroeconomic conditions, marketers are laser focused on the most profitable media sources and channels as the cost of media rises. Marketers and media companies that are able to demonstrate their value will be those that prevail.”

Players vying for bigger piece of the pie

Meanwhile, global mobile advertising platform Mintegral, and mobile app technology company AppLovin are showing positive growth against its competitors on the iOS market for gaming, ranking 1st and 2nd on multiple categories on the power ranking and volume ranking.

As marketers seek ways to save money during the economic slowdown, smaller players have also turned to owned media to drive re-engagement.

Remerge Singapore and TikTok For Business have emerged 4th and 5th respectively on the APAC Remarketing Index for the Android market, highlighting greater focus for owned media campaigns since its H2 2021 rankings. Google Ads and Meta Ads have maintained their lead in the top two positions, while Google Marketing Platform shows rapid growth moving to 3rd position.

“Ecosystem players need to rapidly adapt to a more risk averse environment and think outside the box to maintain efficiency at scale. With rapid and constant changes to the mobile app media landscape, we can expect even more ad network partners to emerge in the rankings on future indexes. More importantly, adaptability to these changes will prove to be instrumental and separate between tomorrow’s winners and losers amongst strong competition.” added Tmangraksat.

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