Mobile Presence

When marketers detect one kind of mobile ad fraud attack, the success is short-lived as smart fraudsters are sure to pivot to another. SDK Spoofing, a form of ad fraud where fraudsters are generating installs that look like the real deal, is perhaps the most frightening type of ad fraud because it is both incredibly elusive and expensive. Our host Peggy Anne Salz catches up with Michael Paxman, Product Research Manager for Europe and Japan at Adjust, a global leading measurement company providing analytics, measurement and fraud prevention solutions for mobile app marketers worldwide, to discuss the scary truth about SDK spoofing. Mike explains why marketers can’t hope to put an end to SDK spoofing—ever. But marketers can beat fraudsters with an approach that makes sure their crime doesn’t pay. Mike also discusses a new update to the company’s free benchmarking tool that marketers can use to compare their apps against the rest and check if their own performance metrics are on the mark or missing targets by a mile.

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Topline numbers show eSports has made it to the big leagues--which is why many publishers are aligning with Skillz. Its mobile eSports platform connects billions of mobile gamers through competition. Our host Peggy Anne Salz from MobileGroove catches up with Justin Sampson, Manager of User Acquisition at Skillz, to discuss how he and his team draw from audience insights to acquire and activate users with a deep passion for gameplay without digging deep into their budget to do it. Justin, a Mobile Hero recognized for his app marketing expertise, shares some of the secrets behind his top-performing campaigns and creatives and valuable advice for marketers determined to be (and stay) at the top of their game.

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What’s the best way to reach and engage your audience with content and messaging in a meaningful way that is effective and respects their demand for an amazing experience? It’s the 64 million-dollar question and our host Peggy Anne Salz gets the answers from Anshul Kudal, Serial Intrapreneur with mobile carrier Telefónica. Anshul talks about how AI, specifically the company’s Preciso prediction engine product, is helping marketers understand the signals from the smartphone sensors that identify ideal moments to engage. They also discuss why it’s important to know--and predict--the signs of boredom and other moods to encourage interaction that will drive results.
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One way to grow your app is to buy mobile advertising in a way sure to support your strategy and objectives. Up until now, the focus has been on performance and buying on a cost per install or a cost per action. But there is a better and smarter way. Our host Peggy Anne Salz from MobileGroove catches up with Sergey Grytsuk-- Lead UA Manager at Playrix,a leading mobile game development company, and Mobile Hero recognized for his app marketing expertise--to discuss why marketers should switch to buying on CPM. You get what you pay for, and Sergey tells us why buying on CPM is the best (and cheapest) way to get quality traffic at low risk. Since marketers are paying for impressions, not actions, he says, it also rules out much of mobile ad fraud from the get-go.

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Mobile video ads are gaining traction as the most effective monetization tool for all app publishers--not just games--because they provide users content they want without having to wait or pay for it. They also get high marks from app marketers since the ad format--one that enhances ads, not interrupts them--can boost retention. Our host Peggy Anne Salz catches up with Saurabh Bhatia, CEO and Co-Founder of Chocolate, a leading mobile video advertising firm for a crash course in the basics and the benefits. Saurabh also demystifies in-app header bidding, discussing how it works and what app publishers have to gain.

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The War For Talent is raging as companies across all verticals understand that the ability to attract, develop, and retain talent will decide whether they fly or fail. But companies are bumping up against a new reality in the war for talent: People want to find jobs and work in a way that more real-time and more like a conversation. Chatbots are gaining serious traction as a way to deliver on both counts, and our host Peggy Anne Salz from MobileGroove catches up with Luc Dudler, Founder and CEO of Jobpal, a Berlin-based tech venture specialized in the development of chatbots for the recruiting and talent acquisition. They discuss why chatbots are a fit for much more than customer service and how chatbots are blurring the lines between desktop, mobile, voice, text and--everything (!) Luc also reveals talks about the company’s top name clients in Europe and the U.S. and company plans to expand to Asia using WeChat as a platform.

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Whether your focus is B2C or B2B content marketing is at the heart of what you say and how you say it--and video gives your brand (or your personal brand) a strong voice in the marketplace. But what do you do if you can’t afford the time and expense to organize teams to film on-location or journalists to prepare the questions? Thankfully, there is an app for that and a platform you can use to reach and engage audiences everywhere.  Our host Peggy Anne Salz from MobileGroove catches up with Mario Arabov, Co-Founder and COO of LAMA, the startup behind a new video QA app that allows marketers to automate interviews with experts, celebrities and people with interesting stories in order to power amazing and effective content marketing. They walk through the steps to use the app and the use cases and scenarios—from consumer brands to tech founders--where video content can add value. Mario also discusses how he is using the app to acquire users and how you can benefit from exposure on the platform and e-zine he has developed to extend the reach of video content produced with LAMA.

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In just over one year Ira Krachanovskaya has advanced from the position of Performance Marketing Lead at Badoo, the leading the dating-focused social network that allows users to chat, make friends and share interests, to take the helm as the Head of Growth Marketing. It’s a personal and professional journey that has given Ira profound insights into what women need to succeed in the mobile App Economy--a male-dominated industry characterized by an 80-20% gender split, depending on the report you read. Ira offers advice on the traits and talents women can tap to bridge the gap and shares experiences to help you improve your own leadership style. Ira also provides practical guidance around the mobile ad creatives and approaches you can use to attract and retain female users to your app, thus ensuring a healthy gender split in your audience and a positive outlook for your app.

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With mobile ad spending in the U.S. set to grow 20% to over $70 billion--accounting to an astounding 75% of all digital ad spend--it’s important to must mobile-first. But it’s imperative to offer a multi-platform experience that drives customer connection and conversion across mobile, Web and apps. Our host Peggy Anne Salz from MobileGroove catches up with Mada Seghete, Co-Founder of Branch, a company that drives seamless mobile experiences through a linking infrastructure that powers thousands of top brands. Mada gives us a mobile-first makeover, outlining the steps and best practices you can follow to span platforms, fight fragmentation and provide customers with an ordered and unified path to purchase. She also walks step-by-step through the example of Ticketmaster, showing how the ticket sales and distribution company uses Branch to drive growth.

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Mobile and apps are not only about driving customer connection. Smart companies are thinking beyond traditional app development to address a wider range of user requirements and business use cases. Our host Peggy Anne Salz catches up with Sarah Woodward, Director of Client Engagement at stable|kernel,  a company with a strong track record architecting award-winning software for Fortune 500 company and small-biz, to discuss innovative services and exciting on-demand offers that are setting the bar. Sarah, named one of Mobile Marketer‘s “Mobile Women to Watch in 2016,” discusses how mobile app and web development technologies and practices have converged to support digital business, and provides a checklist of some of the cool technologies that can help your business push the envelope.

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