An Interview with Sanjay Trisal, Country Manager, India, AppsFlyer
1. How do you see measuring ROI in the current Mobile Advertising industry?
The time spent on mobile devices is expected to almost double from 33% in 2103 to about 61% in 2018 – and last year, time spent on mobile apps in the U.S. surpassed the amount of time people spent watching television – meaning more and more people are using mobile as their “first” screen. Needless to say, marketers are trying to reach out to their target audience using mobile phones as the primary medium. The direct correlation of this is that total media advertising spent on mobile will increase from USD $289 Million in 2015 to about USD $1.6 billion – way above the 500% increase in comparison to the amount spent on TV advertising, which will see an increase of (only) 100%
While there is a mad dash for marketers and advertisers to focus their efforts and budgets on mobile – and for good reason – mobile advertising is still in its formative stages, and without effective and unbiased tracking and measurement tools in place, advertisers are simply flying blind when it comes to their campaigns. Put another way, without an “unbiased” third-party attribution provider, mobile marketers have no way of knowing which users came from which ad campaigns. The mobile advertising industry will never grow as predicted unless ad executives are confident that mobile can deliver real ROI. So it’s crucial that companies like AppsFlyer help marketers realize the full potential of mobile as a channel. This can only be done with objective, independent, third-party measurement tools that help mediate between the ad networks, mobile publishers and other parties.
2. How and Why AppsFlyer fits into mobile advertising space?
AppsFlyer is the leading mobile attribution and marketing analytics platform. We allow mobile app marketers to take all the data from their mobile advertising and marketing campaigns so they can clearly identify which campaigns brought the best users and which ones are underperforming. This allows marketers to optimize their efforts in real-time, and run smarter and more effective campaigns going forward. Essentially, our technology gives marketers the best tools and most accurate insights on how best to increase the value and performance of their mobile marketing efforts.
We don’t have any stakes in the game in terms of wanting any single publisher or advertising source to succeed. We do not offer services to media partners and will not offer paid services to ad networks. Our goal is simply to report on the data and help marketers make sense of it. Unlike others in the market, we remain completely unbiased. At the same time, we sit in the middle of a very large amount of media spend and marketing efforts, so we have lots of great data covering all types of mobile ad campaigns, giving us and our advertising partners a lot of insight into the effectiveness of mobile ads and marketing initiatives. These insights are essential for helping drive the overall industry forward.
3. Who is the target audience and how will they benefit from AppsFlyer’s platform?
Our target audience is any company that is trying to market a mobile app — from the biggest brands and agencies to the smallest app developers. We work with app marketers across a variety of industries — from gaming and e-commerce to finance and travel — and we work directly with brands as well as with the ad agencies who represent them (in fact we have a solution built specifically for agencies). All of our clients benefit from AppsFlyer’s easy-to-use dashboards that provide an overview of all ad campaigns in a single view, with the power to dig deep into very granular-level data — all delivered in real-time. With the evolution of mobile apps and their ease-of-use and acceptance from consumers today, we see more of a performance-based focus among leading brands outside the traditional tech industry – from banks to telcos and automobile – emphasizing activities within their apps. Having an app on a user’s mobile device is the best way to win customer loyalty. We provide a vital service in helping these companies to monitor and evaluate their loyalty index as well as understand how and shy users are engaging with their apps – in addition to the ROI of the company’s marketing and advertising efforts.
4. How technology is being used for Data Analytics?
Our patent-pending NativeTrack™ technology is a highly scalable platform that handles billions of events on a daily basis. At its core is a complex big data algorithm that utilizes a variety of identification methods – like iOS’ IDFA, Google’s Advertising ID, Referrer ID and fingerprinting – to make real time decisions regarding which media source can be credited with specific installs – including “assisted” app installs which may have resulted from different points of exposure before a download occurs. This leads to highly reliable and accurate attribution that is intertwined with a robust analytics layer of post-install rich in-app events so marketers can pinpoint the best media sources and optimize in-app activities.
5. What are your long term plans for hiring, investments, etc. in India?
India is one of the most strategic market for AppsFlyer and we have seen tremendous growth in India as marketers in India become more sophisticated and recognize the value we provide and the importance of having a partner like AppsFlyer to optimize their marketing efforts – especially as they expand activities in India and beyond.
While we have been quite active in India for some time, AppsFlyer launched local offices in Bangalore in September 2015 and has already built a strong team of engineers, Account Managers, Customer Success Managers and sales operations, enabling us to enhance the great support and services our growing customer base has come to expect. Today AppsFlyer is the partner of choice in India for a significant number of the leading financial, telcos, e-commerce, travel, gaming and other companies. Even as our market share continues growing and our team expands, our primary objective remains ensuring we keep investing in every function that helps our customers achieve their goals.