It’s no secret: the mobile marketing industry is in flux. Increasing privacy concerns, economic instability, and the rapid consolidation of adtech companies means that a “growth-at-all-costs” strategy doesn’t cut it anymore. Instead, app-developers and marketers are future-proofing their businesses by turning to a new north star metric: customer lifetime value (LTV). LTV is the revenue a user will predictably offer throughout their lifespan as a customer. In many cases, this lifespan is defined as a set timeframe that can stretch as long as 180 days, 365 days, or more. However, most advertiser ..read more

Banking, investing, and fintech apps have seen tremendous growth over the past two years. Aided by lockdowns, there has been increased interest in and liquidity for investment. In 2021 alone, mobile finance apps grew to 573.1 million downloads in the US, up nearly 19% from 481.9 million in 2020. Even as the Covid-19 pandemic tapers, total revenue from finance apps is still expected to grow. This steady revenue growth signifies a larger trend. More and more customers are embracing the seamless user experiences available on mobile. Yet recent inflation concerns in the US and uncertainties around ..read more

Winnie Wen is the Senior Director of User Acquisition at Jam City, an award-winning mobile game company. With experience marketing popular casual gaming titles such as Words With Friends and FarmVille, as well as working with licenses including Disney, Harry Potter, and DC Comics, Winnie has a uniquely informed perspective on marketing mobile games to attract and retain a wide audience. She specializes in user acquisition, strategic marketing, and mobile advertising. What is Jam City’s approach to reaching audiences, like casual players, and standing out from the competition in 2022? Creative ..read more

We combine experience, tech, and an expert eye to give you an edge over your competitors. As the privacy policies of the major tech platforms continue to curtail access to user-level data, creative will play an even more critical role in mobile advertising. In this new era, the mobile game publishers that best understand how to unlock the power of ad creative will drive more users to their titles and gain the upper hand over their competitors. While winning the creative war means marketers need to hone their artistic chops, there’s a new science to mobile ad creative that complements the art ..read more

Melanie Zimmermann is the Head of Marketing at Wooga, a mobile-first game developer in Berlin. Melanie has more than 10 years experience in games, serving as Head of Design at Disney Interactive (Club Penguin) and as Creative Director at Riot Games (League of Legends). She transitioned to casual mobile game marketing when she joined Wooga in 2017, and now leads a team developing campaigns for popular games like June’s Journey. Vinícius Gerez is a Principal User Acquisition Manager with Wooga. He first joined the team in 2010 and spent the subsequent decade profitably growing Wooga’s player bas ..read more

The 2022 Casual Gaming Apps Report is here, breaking down industry trends and relevant data points for mobile marketers working across the category. The steady recession from pandemic-driven highs gave mobile game spending its first-ever year-over-year drop in Q1 2022, according to Sensor Tower. However, mobile is now 3.3 times larger than its closest competitor of home console gaming, and Casual Gaming is also projected to grow steadily, retaining its place as the mobile gaming genre made for everyone. New challenges driven by world events prove mobile game marketers must reassess, optimize ..read more

Danika Wilkinson is Head of Marketing – New Games for Socialpoint, a Spanish mobile game developer responsible for creating casual hits like Dragon City and Monster Legends. Danika began her career in Australia as a journalist, eventually moving to Barcelona, where she transitioned into a career in user acquisition at Genera Games and product marketing at Socialpoint. Mobile gaming is a highly competitive space, particularly in casual markets. What is your approach to reaching audiences and standing out from the competition in 2022? Nothing is original these days. Look at the games that are cu ..read more

Marketers know that buying ads in-app is an essential tactic to reach consumers. eMarketer tells us users spend about 9 out of every 10 minutes of their mobile screen-time, and this opportunity is only growing. Research and Markets predicts the global in-app advertising market will see a compound annual growth rate (CAGR) of 21% through 2027. However, many advertisers are still optimizing for events outside of the app ecosystem. Mobile web conversion, spurred by a low-friction environment, remains a highly viable channel for growing an advertiser’s user base and brand. This leaves advertisers ..read more

When campaign-performance expectations don’t manifest into the desired realities, it’s natural to want to take back the reins and pivot spend away from poor-performing inventory. While searching for the “secret sauce” of programmatic performance, you may decide to experiment with allowlisting. Allowlisting is a practice that limits spend to a specified list of inventory (or directs a certain portion of spend towards inventory that’s expected to perform better). By manually pushing spend toward top-performing source apps or devices, advertisers hope to achieve better performance and rein in unr ..read more

In a notable milestone, Liftoff has earned a spot on the Inc. 5000 list for the sixth year in a row. With a three-year revenue growth of 289%, Liftoff ranks #2061 on this annual list of America’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses.  “Being named to Inc.’s prestigious ranking for the sixth consecutive year underscores our team’s tenacity in the challenging external environment that has defined 2022. I’m proud of the positive impact we’ve had ..read more