Anna Badalamenti, Growth Senior Manager, is an established leader at Liftoff in Sales, Advertising, and Growth. During her time with Liftoff and Vungle, Anna has supported top global app publishers in their pursuit of creating high-growth and sustainable businesses. She is also responsible for the go-to-market strategy of Vungle publisher products and accompanying sales enablement. Anna is known to be a go-to resource for all things app monetization! In this Q&A, Jessica and Anna discuss the best practices for publishers considering integrating ads in their apps.   Jessica: Let’s ..read more

Every year on March 8, the world celebrates International Women’s Day (IWD) and the second week of Women’s History Month. In mobile marketing, we see women innovate and break down barriers every day. IWD offers a special occasion to recognize their accomplishments and raise awareness about the challenges they face.  This year for IWD, we asked 13 remarkable women in mobile about the lessons they’ve learned—and what advice they would offer women pursuing a career in the industry. Here’s what they had to say: Caroline Schlünsen, App Marketing Channel Lead at ABOUT YOU “Always follow your g ..read more

The primary goal of mobile app marketing is to acquire users by getting people to notice and install your application. But in the age of “freemium” pricing models, it’s more important than ever to attract the right kind of people. These are the kinds of users who will go beyond their initial installation to spend money within your app. That makes generic, one-size-fits-all ads risky; it’s easy to blow through ad spend when you’re going for consumer quantity over quality. Dynamic ads and programmatic ad buying have improved how app marketers can reach desirable audiences. Rather than paying for ..read more

Are CPMs correlated with down funnel metrics? Common sense would tell us yes, and that it’s an inverse relationship – the higher the CPM, the lower the performance and vice versa. This makes sense on paper – the higher the cost to acquire a user, the lower the return on investment. But we wanted to see what the data had to say. The data We looked at the correlation coefficient between CPMs and down funnel metrics (CPIs, CPAs and ROAS) for our top 10 customers over a 12 month period (January-December 2019).  A correlation coefficient of 1 indicates a positive correlation. If costs go up ..read more

Gaming apps are experiencing their biggest year yet. Roughly one-third of the planet’s population – 2.6 billion people – will play mobile games this year. That number is projected to grow to 2.7 billion by 2021. Furthermore, mobile gaming revenues are now set to top $100 billion this year. In total, mobile game spend will grow more than 2.8x over desktop gaming and 3.1x more than home game consoles. 2020 is a boon for mobile gaming, but marketers are challenged to maintain momentum as COVID-19 restrictions ease up and players shift attention to other activities. Download the 2020 Mobile Gaming ..read more

This article is part of Liftoff’s Women in Mobile: Bosses of the Industry series, featuring in-depth interviews with inspiring women in the mobile industry. Dini Mehta’s early passion for tech sales paved a path for her to work at several ad tech companies before landing at Lattice, including Drawbridge, Quantcast and Yume. As the CRO of Lattice, a people management platform, Dini’s passion for process, scaling and people development drives her success. As part of our 2020 “Women in Mobile: Bosses of the Industry” series, Dini shares what it means to “manage your psychology” and the self-care ..read more

Let’s face it, people love lists. “The best of this, the best of that,” these lists magically ooze out of the ether at the end of each year. In an age where yearly roundups are ubiquitous, here is our take on the list-craze phenomenon: The 2018 Liftoff “10 Best” List Roundup. These lists provide a snappy year in review from content generated almost entirely by Liftoff Mobile Heroes. From a diverse swath of mobile marketing thought leaders in an extensive range of mobile app categories around the globe, each with unique expertise and experiences, the Mobile Heroes shared extremely rich content ..read more

Picture a situation where you are the head of marketing for a mobile app, and your users have to… visit your office to become a customer. Sounds unbelievable, right? Not for a finance app in Hong Kong, where government regulations add an extra step to your typical user registration flow. In this blog post, I’ll share how we overcame this hurdle by using a simple guerilla marketing tactic. Bridging offline and online marketing 8 Securities is a mobile-only investing service for millennials in Hong Kong and Japan. During the first half of 2018, we ran several large-scale digital marketing campai ..read more

[GUEST BLOG] In 2017, we announced the launch of Chloe in Japan, our goal based robo-advisor mobile app. Chloe is the first robo-advisor app in the world that constructs portfolios with exchange traded funds (ETFs) listed at the Tokyo Stock Exchange (TSE). The portfolios are diversified across 50 countries, 37 industries and 4,324 stocks and bonds. The service is available both on iOS and Android and is the first robo-advisor in Japan available entirely on smartphones and tablets. In tandem with a powerful PR outreach effort, we got to work immediately on setting up a formidable mobile user ac ..read more

The slogan for Android by Google is “Be Together, Not the Same.” The clever catchphrase promotes unity and individuality in the same breath. But it’s more than a pithy statement. In fact, it just might be the perfect strategy to use to promote your Android app. Liftoff knows potent mobile app marketing relies upon identifying and targeting the right kinds of users; folks that will download your app and interact with it. To accomplish this, marketers must go beyond bland ad campaigns and see potential users as individuals. Here are a few tips for marketing your mobile app to Android users. Audi ..read more