It really feels like an era of major change right now with lots up in the air … the death of cookies, the threat to IDFA, increased legislation and demand for privacy … what are the major changes happening right now in your opinion? You have a very broad view of the martech and adtech ecosystem, and what’s happening in it. In this episode of Growth Masterminds, we take a peek behind the martech and adtech curtain with a reporter who's covering all the biggest stories in the space. You've heard of walking softly and carrying a big stick? Allison Schiff talks softly and carries a massive stick. If you'd prefer to read this than watch this, the 12 keys are available on the Singular blog: Here’s his best insight about taking apps and games from the west and bringing them east. I chatted with him recently, and along with a lot of advice about what NOT to do, he shared 12 keys to success in bringing mobile apps to China. Now, among a few other things, Burns helps top grossing mobile games enter the China market. He’s managed games with IP from Disney, Starz, Eminem, and the BBC. He has a lot of experience with apps in general and China in particular.Īs a former exec at 6waves and EA and founder of DigitalDevConnect, Burns has helped launch games for Kabam, Nexon, and Atari. Games like Cut the Rope and Fruit Ninja made the cut, and Subway Surfers and PUBG are big globally as well as in China.īut as Josh Burns explains, it’s probably easier to list the apps that failed. There are some great games on that list, including ones from major studios Supercell and Riot Games. The list of Western apps that have made it big in China is not long. regardless of technology, data, and regulation changes?ġ0:39 Facebook Advanced Mobile Measurement (AMM)ġ8:12 Mergers & acquisitions & content fortressesĢ2:06 Owned media, lifecycle marketing, social We end with this: what will remain true in marketing. We chat about iOS 14.5, Android 12, Facebook AMM (advanced mobile measurement) deprecation, opportunities, media mix modeling, incrementality, first-party data, mergers & acquisitions, and much, much more. possibly the smartest agency-based marketer. That exactly what we chat about with Tinuiti's Liz Emery. What other data do you have to measure the impact of your marketing? You still get some last-click data in iOS with SKAdNetwork, and of course on Android, but it's less clear, less direct, and - for Android - probably not long-lived. 2021 is crazier for mobile marketers, who are facing complete disruption in how they keep score, measure success, and report on growth.Īttribution's not gone, but it is changing. įirst-party data? Content fortresses? Incrementality?Ģ020 was crazy for everyone. We also chat about IDFA and iOS 14.5, the Epic Games vs Apple legal settlement impacting third-party payment options on iOS, and much more. They can tie into the home and/or lock screens, and offer live updates on new apps to try. Most of them include on-device app discovery via a persistent experience on new devices and a set-up wizard upon activation. We're seeing on-device ad platforms achieve significant success, with companies like ironSource Aura, AppNext, and Digital Turbine scoring very high on the 2021 Singular ROI Index. "There are over 800 telcos in the world and each one, if you talk to them today, has an ambition of becoming a large media company," Singhal says. We chat with InMobi CEO Abhay Singhal on Epic vs Apple, IDFA and iOS 14.5, and especially the company's new InMobi Telco on-device platform.
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