Smartphones have slowly been invading our lives and becoming an integral part of our routine. However, the coronavirus pandemic has forced individuals to spend more time with their mobile devices to fulfill a wide variety of their needs. As per a recent report, mobile app marketers spent $74.6 billion globally in 2020 to drive users to install mobile apps. The sudden rush in the mobile app marketing business has led to the evolution of the app marketing analytics platform as data-driven marketing for app marketing has become the need of the hour.
Adjust, a global B2B SaaS company headquartered in Berlin, empowers data-driven marketers to build the most successful apps in the world and helps make marketing simpler, smarter, and more secure for them.
Mr. Shawn Bonham, President, Asia Pacific, Adjust talks to MediaCatalyst about adjust, its services, how they track consumer behaviour, plans for Indian market and how Adjust is adding value to the mobile marketing business through its app marketing platform.
Here are the excerpts from the interaction with Mr. Bonham.
What is Adjust all about and what are the different mobile marketing solutions that extend to the Indian clients?
Adjust is a global app marketing platform, founded in Berlin and with 16 offices and counting around the world – including one in Bengaluru. We help our clients make their apps as successful as possible by providing best-in-class products and marketing solutions for analytics, measurement and fraud prevention. In short, we give developers and marketers visibility over where their users are coming from, and how users interact with their apps after they’ve been installed.
What are challenges that Adjust experience in the area of measurement, fraud prevention, security, and privacy?
We view challenges as opportunities to continue developing solutions for our clients. We have a 200-employee strong product and engineering team who work cross-functionally to create solutions for clients from a range of verticals and regions – who come with different sets of needs and issues.
Specifically when it comes to fraud, it’s a real cat and mouse game – and an ongoing challenge to keep up with fraudsters. We stay at the forefront of this by developing the solutions that make up our Fraud Prevention Suite, and our combination of fraud filters saved our clients a total of USD $158 billion throughout 2020.
Indian consumers behave quite differently when it comes to in-app offerings and purchases. Can you share some details on the data and statistics on how much does an average Indian consumer spend on in-app offerings and what are trends lately?
India is the fastest-growing mobile market in recent years – with a 190% increase in apps downloaded from 2016 to 2020, according to AppAnnie. Time spent on mobile in 2020 also increased by 39%, with the average user spending 4.6 hours a day in-app. And while Facebook and Whatsapp were the two most regularly used apps, gaming emerged as a key trend – representing two out of every five downloads.
The ongoing pandemic has considerably increased the usage and adoption of different OTT platforms. What are your views on streaming on OTT platforms and different subscription models?
With an increasing number of players entering the OTT space and competing to grab consumers’ attention, Statista expects that the US OTT market alone will be valued at almost 48 billion USD by 2023. For brands, the rise of mobile streaming and OTT media presents exciting new advertising opportunities, and will require advertisers to enter a new mindset to address the opportunities and measure the results. We tackle the topic in our latest ebook – the Mobile Streaming Report 2021. We look at the frequency of streaming via mobile and the rise of CTV, and give marketers tips and tricks to gain an edge in the OTT space.
As OTT streaming becomes the norm, demand for subscription streaming services will rise alongside. However, analysts predict consumers will grow reluctant to spend on many different subscriptions — a term coined as “subscription fatigue.” Streaming platforms will need to adapt, whether it’s by lowering their prices and making money by showing more ads, offering product placement, or introducing freemium models with limited content and ads injected in between.
How are the different models Adjust use to track user behavior on OTT platforms and how do Adjust use new technologies, tools, and techniques to improve customer experience?
Adjust’s SDK currently supports all major Connected TV platforms including Apple TV, Android TV, Amazon Fire, and Roku. This helps clients maximize their OTT app adoption by accurately calculating return on investment of campaigns, test new ways to boost LTV, and better user behavior.
Brands can also combine this feature with our Subscription Tracking tool, giving them a better understanding of when users start a trial, when they convert, what incentivized or disincentivized them, any issues experienced, and whether or not they renew. This visibility is crucial for brands in improving customer experiences and gaining an edge in this hotly competitive market.
What are your strategy and expectations from the Indian market?
Think globally and act regionally is at the core of our go-to-market mindset and to that end we’ve more than doubled the size of the India team over the past year to better serve our clients and partners. Over 40% of apps in the India market are developed domestically and we’re there to assist our customers to increase ROI, drive customer loyalty, and create a competitive edge by making data-driven decisions.
In the last year, we’ve seen tremendous user growth in fintech, OTT streaming, edtech, and gaming apps in India and are assisting publishers in these verticals with our entire suite of measurement, fraud prevention, and automation tools.