Post By Janet Arvia
“Follow the money” is a method used to uncover shady behavior. Made popular in the Watergate film ALL THE PRESIDENT’S MEN of 1976, the term is in the news again regarding today’s political corruption investigations. Yet it also can be applied to detecting mobile advertising fraud. That’s because as marketing budgets move to mobile, so do fraudsters following the money. As a result, brands with mobile apps can be duped into paying for fake installs.
Discovering the Problem
When it comes to install metrics, the red flag to watch for is the time between a user click and the install event. If the TTI (time to install) is not close to the click event, or in keeping with typical user behavior, fraudulent traffic sources may be afoot.
Solving the Problem
To stop fraudulent traffic from being attributed to your paid channels, you can chase after each and every install event and analyze it for abnormalities in real-time. However this approach costs time and money, and isn’t totally foolproof since both marketers and networks may be unable to properly pinpoint appropriate attribution windows because the numbers vary from app to app.
Avoiding the Problem
Instead of spending resources on a problematic fix, it’s more practical to bypass fraudulent traffic entirely by employing preventative tactics. Our partnership with Pepperjam helps advertisers easily connect their affiliate program with the mobile app customer acquisition marketing plans.
A good rule to follow is to compensate media partners only on performance and engagement of the new users they drive. Simply put, when you pay out a commission revenue share based on how much a user spends in your app (opposed to paying a media partner to drive an install), you follow the money of your customers—not fraudsters.
Post By Janet Arvia
To paraphrase Thomas Edison, "Innovation is one percent inspiration, ninety nine percent perspiration" --at least when it comes to digital transformation. That’s because it takes a lot of hardworking resources including analytic and software expertise to remain relevant in today’s technologically accessible landscape.
Now, more than ever, traditional brick and mortar companies of the 20th century seek innovation to accelerate digital transformation. Take Wendy’s. The fast food chain recently announced plans to offer mobile app ordering options to meet customer expectations. Certainly this idea was never on the table in 1969 when the franchise was first founded. Yet success is more likely for brands that currently design for future users; build mobile apps for future experiences; and plan for the company’s future by following three important rules.
1) Know Your Audience
Rather than looking for customer service ideas from innovation labs that work in a vacuum, savvy brands may want to take control by going directly to the source. From demographics to pyschographics, analytics agencies like Oplytic provide the necessary metrics to arm companies with an understanding of their customers’ behavior. Getting a handle on both quantitative and qualitative research helps mobile marketers examine the who, what, where, why and how of user decision making. Such personal data allows brands to segment customers into various categories and develop content strategies that specifically address the points that motivate each group.
2) Build a better mobile app
Once customer wants are determined, brands can design their mobile app by considering the UX (user experience) first and finding a technology that supports it. Equally important measures include coding defensively to anticipate future frameworks and planning for longevity with scalable infrastructure. Just because digital platforms let customers engage instantly, doesn’t mean mobile apps should be considered disposable. Redefining digital initiatives as products rather than projects will help brands envision the big (and long lasting) picture.
3) Think outside the box
In order for analytics research and technology to work, there must be innovative ideas for them to support. Work environments that encourage creative contributions and forgive failures from diverse teams of inside staffers or outside firms prove most successful—particularly if brainstorming sessions lead to prototypes, followed by testing. Brands need not be afraid of releasing a beta since it encourages interaction from users who are likely to forgive any flaws and enjoy being part of the design process. After all, at the end of the day and the start of digital transformation, it's still all about the customer experience.
Post By Janet Arvia
No doubt the manufacturers of the 6.44-inch Xiaomi Mi Max, the 6.8-inch Lenovo Phab Plus, and the 6.8-inch ZenFone 3 Ultra are hoping their big screen devices generate big sales in the growing phablet market. Their projection is likely since digital media time is on the upsweep (it’s more than doubled in the past three years) thanks to mobile app mania.
Rise and Shine
As tablet traffic falls, time spent on phablets is on the rise. According to Flurry’s 2016 State of Mobile report, phablets nabbed 41% of the global mobile device marketshare in the fourth quarter of last year which is an increase of 33% from the first quarter. The numbers are even higher in concentrated areas overseas as Adobe Digital Index reports China’s mobile usage enjoyed a 50% increase in mobile browsing. Similarly, 49% of Saudi Arabia’s online traffic was generated by mobile devices at the start of 2015 and climbed to 61.9%. by the end of the year. Orbis Research predicts the phablet market in the EMEA (Europe, the Middle East and Africa) region will experience a Compound Annual Growth Rate (CAGR) of 28.81% by 2019.
Growing Old, Growing Market
Research studies and analytics firms like Oplytic can pinpoint where new users are coming from and what they want. Aging baby boomers, for example, may factor into the phablet boom since this demographic typically requires larger screens to view digital content. An inevitable growing market, the Administration on Aging (AoA) projects there will be 98 million people aged 65 years and up by 2020, which is more than twice the number cited in the 2014 U.S. census. Back then, senior citizens accounted for 14.5% of the population, however it’s likely that percentage will grow to 21.7% in 2040.
The phablet’s large screen and high resolution encourages users of nearly any age to engage with their mobile device. Whether leaning back to enjoy infotainment outlets or leaning in to pursue traditional desktop functions, phablet consumers are more likely to download web articles, images, videos, and apps--translating into big opportunities for mobile brands.