Mobile advertising agencies have a new measurement tool to play with in the shape of AppsFlyer’s new offering, “AppsFlyer for Agencies.”
An integrated solution for a fragmented market
Anyone with media jobs in mobile advertising will know how devilishly complicated it is to measure user attribution in this fragmented market; now, New York’s AppsFlyer has a digital, last-mile solution for them. The startup’s marketing VP, Ran Avrahamy, told VentureBeat journalist John Koetsier that many agencies had been “left behind” in the brand stampede to mobile advertising, largely because of “the lack of tools to operate in this fast-growing, fragmented market.”
The figures speak for themselves: fewer than half of marketers presently use agencies to help generate mobile app installs, and the chief reason is that agencies simply haven’t had the expertise at their disposal – or the tools – to produce the results.
AppsFlyer’s answer? Here’s how its CEO Oren Kaniel described it in a recent press release:
“AppsFlyer simplifies mobile marketing for agencies, freeing them from complex integrations and multiple SDK updates. We allow them to focus on their growth targets with the best tools designed especially for the mobile environment.”
It has to be said that another big plus for agencies is AppsFlyer’s comparatively vast reach. To deliver maximum traffic for its clients, it aggregates over 450 ad partners, including major players like Google, Opera, Facebook, Chartboost and AdColony.
The new product lets agencies build nonorganic download numbers for their client’s apps after launching their mobile advertising campaigns (the company delivers nearly 2 billion app installs annually). And they get crystal clear data on ROI, costs and installs to boot. Appsflyer for Agencies also lets them see which of the channels are performing the best (e.g. social, or search), so that they can redistribute advertising dollars accordingly. Finally, it allows agencies to monitor and measure payback periods and life-time value of users.
One agency is already singing the product’s praises. Jeremy Siegel, Supervisor of Digital Investment & Mobile marketing at OMD, said:
“The ability to track attribution across paid social, network and publisher partners, plus a simple cost-structure that doesn’t force us to ration out performance metrics, made the decision to use AppsFlyer a no-brainer.”
“So far, their SDK has worked flawlessly and the AppsFlyer team has provided incredible support.”