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  • Adjust and Glance unite to unveil ‘The Cricket Playbook for Growth Marketers’

    Adjust and Glance unite to unveil ‘The Cricket Playbook for Growth Marketers’

    Mumbai: As India gears up for another exciting cricket season, marketers and advertisers across India are set to gain invaluable insights from the report titled ‘The Cricket Playbook for Growth Marketers’, jointly presented by mobile marketing analytics platform Adjust and one of the world’s leading Smart Lock Screen platforms, Glance. It is a guide for growth marketers who want to leverage this opportunity for mobile advertising, providing a unique avenue to deliver delightful consumer experiences.

    The report covers trends and insights on user behavior and content consumption during the cricket season and best practices for engaging with cricket enthusiasts especially on smart surfaces. It encourages growth marketers to embrace artificial intelligence and machine learning to generate personalised content at scale, tailor user experiences, drive efficiencies and measure success. Employing device-based attribution models will improve accuracy, minimise ad fraud and maximise returns on campaign spends.

    InMobi Group chief business officer Vasuta Agarwal said, “Owing to soaring costs during this sporting tournament, mobile becomes a preferred, innovative and lucrative medium for advertisers compared to traditional platforms. In fact, 73 per cent of IPL viewers tuned into the tournament digitally last year, and 30 per cent prefer watching it solely on mobile. The advent of smart surfaces like the Glance smart lock screen that facilitate effortless app downloads with a single tap is a game changer. We are glad to share these insights with the marketing community in collaboration with an industry partner like Adjust.”

    Cricket fans are diverse, tech-savvy and highly engaged on their mobile devices and use it as the second screen for live match updates, browsing, ordering and socializing. They consume content in various languages and formats and prefer it to be instant and seamless.

    Glance revealed interesting smart lock screen insights based on the 128 million users that tuned in for periodic updates of India’s favorite cricket tournament in 2023. The platform received 2.6 times higher engagement on video with a distinct surge in activity in the second half of the day, and 35 per cent of cricket content engagement came from vernacular languages. 70 per cent of cricket viewers were Gen Z and millennials, 65 per cent were male, 30 per cent were aged 45 plus and 55 per cent were from tier-I cities. While the highest cumulative engagement came from the South Indian region, Delhi, Maharashtra, and Uttar Pradesh were the most engaged states.

    According to Adjust data, the country’s most popular sporting season drives higher app installs, session lengths and retention rates for various app categories, especially streaming, news, gaming, e-commerce, and food delivery. Compared to the overall 2023 daily install average during the IPL season, mobile apps overall and streaming apps witnessed 13 per cent and 45 per cent greater installs respectively. Streaming apps saw the longest session lengths, with the average session length having increased from 20.24 minutes to 32.48 minutes. The largest retention was in games, up three percentage points from 21 per cent to 24 per cent.

    “Adjust empowers marketers to navigate the dynamic landscape of mobile advertising with confidence and precision. Our robust measurement solutions enable marketers to seamlessly evaluate user quality across diverse acquisition channels, including innovative platforms like Glance. With Adjust’s comprehensive user lifecycle tracking and innovative products like incrementality, marketers can unlock the full potential of their campaigns, harnessing the power of tentpole sporting events to drive growth and maximize ROI. Together with Glance, we’re shaping the future of app marketing, delivering actionable insights and best practices to fuel success in the competitive mobile landscape,” added Adjust director of partnerships – APAC Ajit Pawar.

    As per the report, marketers should consider the context and content of their campaigns to connect with cricket fans, strategizing for before, during and after matches. They should also explore new formats and channels such as polls, quizzes, interactive units and smart lock screens to create immersive, interactive and engaging experiences.

    Six tips for marketers to maximise success during the cricket season:

    1.  Enable seamless app installs on the first mobile touchpoint.

    2.  Tap into match moments to create intuitive experiences and re-engage consumers.

    3.  Enable discovery with a single tap to let fans get your app and their content before they unlock their phones.

    4. Stay present and relevant throughout the cricket season.

    5. Focus on data-driven decision-making by measuring success and observing usage trends,

    6. Understand the assisting influence of various channels to drive conversion.

    To read more about The Cricket Playbook for Growth Marketers, visit https://inmo.bi/3wVmlYS

  • Adjust and data.ai unveil latest Diwali app trends for marketing 2023

    Adjust and data.ai unveil latest Diwali app trends for marketing 2023

    Mumbai: Leading measurement and analytics company Adjust and leading mobile intelligence platform data.ai, have unveiled Diwali Decoded: India Festive Report 2023, delving into the trends of mobile apps during the Diwali season in India. The report showcases the exponential increases in app installs and session lengths across all verticals that have been analyzed as compared to the previous year. For example, Hotstar, India’s top entertainment apps during the festive season, Oct-Nov 2022. Entertainment app installs and sessions during Diwali were 25 per cent and 13 per cent higher than the year’s average, respectively. Additionally, installs and sessions for this vertical saw impressive growth during the first two days of Diwali, increasing by 24 per cent and 22 per cent on Dhanteras (Oct 22) and 38 per cent and 15 per cent on Choti Diwali (Oct 23), compared to the 2022 average, respectively. Most entertainment app installs and sessions occurred four weeks before Diwali, in which weekdays accounted for 35 per cent of total installs and 34 per cent of total sessions.

    Recent data reveals that mobile apps have become the preferred choice for Indian consumers, with 46 per cent utilizing them for learning, 79 per cent for exploration, and a substantial 78 per cent for making purchases, particularly during this festive period.

    “Analyzing app users’ behavior during Diwali, we’ve seen fascinating app usage trends, across various verticals, that mobile marketers can utilize to inform their upcoming holiday campaign strategies. The Indian mobile app market is on an upward trajectory, and we recommend marketers localize and personalize their messaging to best reach their target audiences during this festive time,” said Adjust regional VP for Southeast Asia, South Asia and ANZ April Tayson.

    India’s rise as a powerhouse in the global mobile app arena is extremely impressive. With a flourishing smartphone user base and booming internet connectivity, the nation generated a staggering US$1.6 billion in revenue in 2022.

    “Demand for mobile apps and games is on the rise in India. In 2022 alone, we saw nearly 29 billion downloads, up 8 per cent year over year. Holiday periods like Diwali can represent powerful times to reach and engage consumers on the device they always have with them: their phones. But it’s a highly competitive time, and brands need to know the lay of the land in order to benchmark and plan effectively for the Diwali 2023 holiday period,” said data.ai corporate marketing director Lexi Sydow.

    The report is based on an in-depth analysis of Adjust’s top 2,500+ apps and the total dataset of all apps tracked by Adjust, with a focus on verticals such as shopping, fintech, entertainment, lifestyle, travel, and food & drink from September 2022 to November 2022. The analysis is based on data.ai’s proprietary App IQ and Game IQ taxonomy – the world’s most comprehensive digital taxonomy for mobile apps with over 250,000 apps classified across 316 subgenres – across the e-commerce, gaming, fintech, social, travel, health & fitness, food and drink, entertainment, OTT, and photo and video editing categories.

  • Adjust launches connected TV measurement solution ‘CTV AdVision’

    Adjust launches connected TV measurement solution ‘CTV AdVision’

    Mumbai: Adjust has launched a connected TV (CTV) measurement solution called CTV AdVision.

    “As marketers increasingly leverage this growing channel as part of their overall marketing strategy, many grapple with measurement challenges, including fragmentation, complexity and expense, that are preventing them from taking advantage of CTV advertising to reach a massive engaged viewership,” said the statement.

    As per a report by Interactive Advertising Bureau, advertising spend on CTV is projected to surpass $21 billion in 2022. The IAB reports indicates that 18 per cent of total ad spend on video including CTV, social, short-form video and traditional linear TV is currently allocated to CTV.

    “Marketers have struggled to turn CTV into a performance channel because, until now, they didn’t have the data to do so,” said Adjust director of connected TV and new channels Gijsbert Pols. “What sets CTV AdVision apart is that it offers brands of all sizes the ability to analyze the assisting power of CTV on performance and reveals the extent to which CTV is helping other channels to convert and improve ROI.”

    CTV AdVision combines Adjust’s connected TV measurement offerings including CTV to Mobile and CTV to CTV with a dedicated CTV dashboard in Datascape. Marketers will be able to see how their CTV campaigns are performing overall, as well as the impact of CTV campaigns on their apps with metrics and KPIs, such as installs, revenue and RoI. Additionally, in the Datascape Overview dashboard and report building tool, marketers can gain a holistic view of their user acquisition and retention strategies to see CTV performance in context of other channels.

    The measurement solution will empower marketers to measure CTV campaign influence on mobile apps, analyse the assisting value of CTV campaigns on other campaigns, such as search and social, including the presence of CTV in customer journeys, measure the impact of advertising campaigns for apps functioning on CTV devices, create and track QR codes optimised for CTV In the dashboard and customize the attribution logic to fit the specific needs of the CTV ecosystem.

    “As CTV becomes a more prominent channel in advertising, we know marketers need to be able to prove ROI on their CTV campaigns,” said Adjust chief product officer Katie Madding. “We built CTV AdVision to empower marketers and advertisers with a unified attribution method, with reliable data and visualizations on CTV performance, that allows for consistent and independent measurement.”

    Adjust has partner integrations with leaders in the CTV ecosystem from platform providers like Samsung to intermediaries such as The Trade Desk and tvScientific.

    Clients including Plarium and PeopleFun are already using CTV AdVision to overcome the challenges of advertising on CTV.

    “With Adjust’s CTV AdVision, we’ve been able to achieve heightened visibility into the performance of our CTV efforts to optimize our campaigns,” said Plarium team lead Shlomi Laufer. “Previously, we had to make choices for our CTV marketing without the data to support or guide our decisions. With CTV AdVision, we’re able to easily and confidently purchase CTV ads.”

    “By using Adjust’s CTV AdVision, our growth team can view PeopleFun’s connected TV marketing strategy within the context of its greater digital marketing efforts,” said PeopleFun CEO Carol Miu. “We can now rely on one measurement solution, Adjust, when we promote our hit puzzle game Wordscapes on CTV. Before, we had to synthesize different measurement solutions from each CTV provider.”

  • CAMM Summit 2022: ‘Retention is relevant through the customer journey’

    CAMM Summit 2022: ‘Retention is relevant through the customer journey’

    Mumbai: Retention is no longer just about the last phase of the customer journey anymore. In a traditional organisation such as a bank, retention would only come into question when the customer would close their account. But in the digital natvive business model, where the customer goes through five phases starting from acquisition followed by activation, retention, referral and revenue, retention is relevant through the latter four phases.  At the Content-Tech, Ad-Tech, Mar-Tech and More (CAMM) Summit and Exhibition 2022 organised by IndianTelevision.com co-powered by PubMatic and industry partner Adjust, experts from agency, SaaS startup, marketing deep dived into a conversation on ‘Decoding User Experience and Retention.’

    The session was led by Kinnect senior vice president marketing science and CX Bharatesh Salian who was joined by Zenith senior vice president Jasmine Sachdeva, Fast&Up vice president marketing Venkat Erpina and CleverTap senior vice president marketing Jayant Kshirsagar.

    The last two years of the pandemic have changed the conversation around user experience and retention. Marketers’ decisions are more guided by data as customers. “Earlier, when the consumer was on digital or offline, we were guessing what they wanted,” said Zenith’s Jasmine Sachdeva. “We leveraged static data such as the Indian Readership Survey to understand who the customer is and where the probability is of finding them. Today, tools like AI and machine learning are supporting us to be able to predict customers’ future behaviour and connect with them. We’ve moved from guessing to predictive customer journeys.”

    Fast&Up’s Venkat Erpina spoke about using purchase data to better understand the customer’s preferences. “Two years back, we entered the sports nutrition category with our product. If you have a strong retail customer base then it is easier to leverage them for future growth. So, we focused on customer satisfaction in terms of delivery time, packaging communication in various instances of product delivery and product quality. Then we segmented our customers into various cohorts. If a customer falls into a relevant cohort for a new product then we reach out to them and acquire new consumers,” he said.

    The panellist suggested that there is a limit to how much you can nudge a customer towards a new product. The idea is to give customers value over selling them more products to drive retention. SaaS startups such as Clevertap are leveraging first party data to help brands create a seamless customer experience and purchase journey.

    “All our customers are B2C companies with a digital native business model,” said Clevertap’s Jayant Kshirsagar. “Almost all of them have created a unique experience for their customers. Now they are focusing on creating value through experience.”

    “They are refraining from spamming the customer instead they are personalising. Clevertap has created a platform where we use data, analytics and recommendations. Retention is important in terms of safeguarding the consumer base as every five per cent increase in retention helps operating margins by 40-70 per cent. The cost of acquiring a customer is far higher than the cost of retaining a customer. Offering experience plus value using technology is the key to retaining customers,” he added.

  • Connected TV: A growing market in India

    Connected TV: A growing market in India

    Mumbai: Connected TV has an audience base of 45 million in India, according to Madison Advertising Report 2022.

    The segment contributes eight to ten per cent of the digital audience currently. In the last five years, it has grown nine times and is expected to grow by another four times to reach an audience base of 120 million by 2025. It is expected that connected TV audience base contribution will surge by 15 per cent in future.

    The audience base of CTV is growing mostly due to the increase in demand for smart TVs. In 2021, CTV shipments accounted for 84 per cent of overall TV shipments as compared to 64 per cent in 2020.

    These data points were presented by Madison World’s general manager Chinmay Chandratre who moderated a panel discussion at Indiantelevision Dot Com’s four-day event ‘Content-Tech, Ad-Tech, Mar-Tech and More (CAMM) Summit’ co-powered by Pubmatic and Industry Partner Adjust held on Tuesday.

    The discussion was joined by legacy and new-age brand marketers, media planners and technology providers such as Adjust lead product strategist Gijsbert Pols; Starcom chief operations officer Niti Kumar; ITC Limited chief operating officer – dairy and beverages Sanjay Singhal; HomeLane chief marketing officer Udit Mediratta and Pubmatic’s regional vice president (OTT and CTV) Vijay Anand Kunduri.

    Watch the full session.

    The discussion kicked off by understanding how a legacy brand like ITC looked at the opportunity of CTV. “Typically, the way you build huge categories like biscuits and snacks is through mass advertising,” explained ITC’s Sanjay Singhal.

    “As consumer tastes have evolved, we have found that there is a need to slice and dice consumer segments whose needs cannot be met by traditional products and communication on mass media platforms. There is a need for targeting cohorts of consumers that TV cannot do efficiently,” said Singhal.

    “There is only so much that may be communicated in a 30-seconder ad on TV,” he added.

    Singhal, “When there is a need to explain certain benefits of products to the consumer, a more engaging medium with a higher frequency build-up is required.”

    No doubt ITC is a large spender on TV but a large proportion of ad spends are moving to new age mediums for their brands that are targeting younger audiences, alluded Singhal.

    He added, “It’s not just our brands such as ‘Bingo’ and ‘Yippee’ which are youth-oriented that are moving towards digital but also our atta brand ‘Ashirvaad’. That’s the power of high frequency.”

    While legacy brands are leveraging a mix of traditional TV and CTV, new-age brands such as HomeLane are comfortable advertising only on digital and CTV platforms.

    As Udit Mediratta puts it, “As a digital-first brand, our target audience is largely millennials who are ‘cord-cutters’ and hence CTV is the new TV for us. There are inherent strengths in CTV whose visuals and formats are similar to traditional TV while at the same time it is also targeted and measurable. The only disadvantage at this point is scale because there are only 20 million CTV households. However, this base is expected to increase by four times in the next three to four years.”

    From a media planning perspective, CTV allows brands to reach incremental audiences, states Starcom’s Niti Kumar. “When you look at CTV and what it brings to the table, it is the largeness of TV in terms of screen size and format coupled with the biggest advantage of digital i.e., targeting/precision. CTV should be included in media plans based on two criteria – where’s the consumer and the brands’ business outcomes.”

    “In terms of inventory that is available and targeting, CTV in India is still in its nascent stage as compared to what a YouTube or Disney+ Hotstar can provide. There’s a lot of development that is needed in the technology but it can be layered onto media plans from an incremental reach perspective,” she adds.

    The rise of CTV also implies that publishers must be more conscious of hygiene factors while displaying an ad that negatively impacts the user experience. “What we’ve seen is a movement from the small screen to the big screen,” observed Pubmatic’s Vijay Anand Kunduri.

    “In most of the Indian market, digital penetration is largely due to mobile but in the last 24 months, we’ve seen the transition from ‘me’ to ‘we’ viewing largely in front of CTV. On the broadcaster side, the trend where the content was first being created for linear and then streamed on OTT as catch-up has reversed. Now, content is being streamed on OTT-first followed by linear telecast,” Kunduri added.

    “Parallel to CTV there’s also the emergence of free ad-supported TV (FAST) or advertising video-on-demand (AVOD) and publishers must take into account that when their ad is playing on CTV it should not face technical issues such as buffering, back-to-back ad reels and showing competitor product ads consecutively as this creates a bad user experience,” he added.

    Adjusts’ Gijsbert Pols mentioned that in terms of measurability, CTV measurement on digital platforms is just like Facebook and YouTube, however, there is an important caveat that marketers and planners must be aware of.

    He said, “Across the world, performance marketers are entering the TV space via CTV because it has become measurable. I don’t think we are far away from a fully digitalised way of measuring performance and branding as the technology and data are there. The problem is implementation which is a tough cookie to crack.”

    “While you can measure CTV in the same way you measure other digital channels, it does require you to adjust key performance indicators (KPIs). CTV is more upper-funnel as there are no clicks. For the last decade, digital marketers have been used to measure digital looking at last touch data, however, CTV requires you to adopt a multi-touch approach when it comes to measurement,” he concluded.

  • Adjust launches automation technology to simplify mobile advertising processes

    Adjust launches automation technology to simplify mobile advertising processes

    MUMBAI: Mobile measurement, fraud prevention, and cybersecurity platform Adjust has announced the launch of its new product ‘Control Center’ with the aim to simplify the process of mobile advertising management for marketers. The pioneering product will be a part of the Adjust Automate Suite. 

    Mobile has become the new undisputed king of digital, and eMarketer predicts marketers are poised to invest a record-breaking $286 billion in mobile ad spend in 2020. But as the industry grows, the process behind ad management has become increasingly complex.

    According to a research by Adjust, 81 per cent of the marketers surveyed admitted of planning to increase their company’s marketing or advertising automation budget in 2020. These marketers handle an average of 19 advertising campaigns across approximately 14 different networks, highlighting the scale and complexity behind current marketing campaigns.  

    When asked about their three biggest pain points in their roles, marketers listed merging and acting on disparate sources of data, individually updating bids and budgets, and accurate campaign management.

    Adjust’s Control Center was built to simplify these processes. Designed as a cross-app, cross-partner and cross-network dashboard, marketers will be able to view data across all their apps and campaigns and act on it. The product is part of the company’s third product suite, Adjust Automate. It follows Measure, which focuses on attribution and analytics, and Protect, which encapsulates its fraud prevention and cybersecurity solutions. These three product suites make marketing simpler, smarter and more secure for the 32,000 apps working with Adjust.

    “Mobile is one of the most sophisticated and technical channels in marketing today, but it relies on a huge amount of manual work,” commented Adjust co-founder and CTO Paul H Müller.

    Müller added, “According to our research, marketers would have to adjust over 250 distinct bids and spend limits, every day. That means even a moderate number of campaigns can become complex to keep updated.”

    “With Control Center, marketers can offload manual, routine tasks, leaving them free to focus on being creative and pushing the boundaries of what marketing can achieve,” Müller continued. “The product also has the potential to be an equaliser in mobile marketing, massively increasing the number of campaigns one person can manage, and allowing smaller teams to compete with larger marketing departments. With it, the battle will gradually shift from out-spending to out-thinking competition.”

    Control Center will be available as a separate package for clients and integrated into their existing dashboard, along with an Enterprise version that is fully customisable for the most sophisticated of advertisers. 

    The launch follows a strong period of growth for Adjust. In 2019, the company announced multiple acquisitions, hiring of top talent and one of the year’s biggest rounds of funding in Europe. In 2020, Adjust will be focusing on consolidating its existing product to become the definitive growth engine for the mobile marketing ecosystem.