Berlin, January 25, 2012. On January 19, Germany-s largest mobile advertisers discussed best practices, success factors and trends in app advertising. Kick-Off 2012 host Trademob, the one-stop-shop for mobile advertising, invited mobile community experts to their Berlin office to share app advertising experiences. The event featured presentations from AUPEO!, Wooga and kaufDA as well as a stimulating panel of experts critically discussing the success factors of app advertising.
In his keynote, Holger Weiss, CEO of the popular personalised internet radio service AUPEO!, explained: “In order to attract new users in a cost-effective manner, it is important to optimise the advertising budget based upon CPA rather than on clicks and downloads.” CPA (Cost Per Action) is an advertising pricing model based upon in-app conversions such as app starts, registration or iAPs. Other speakers also stressed the importance of winning sustainable, revenue generating mobile users. This finding relates directly to the market’s current download hype: Often high budgets are spent to gain as many downloads as possible. However, the quality of these downloads is all too often neglected. Since the Apple App Store does not provide appropriate tracking capabilities, the sustainability problem is particularly large in iOS campaigns. Nevertheless, the participating app advertisers still regarded iOS ahead of Android as the most important platform. This is why so many people are now turning to Trademob’s technology for mobile advertising.
Ravi Kamran, founder and CEO of Trademob, comments: “All the advertisers agreed that the relevance of mobile marketing is increasing as budgets continue to rise. As our panel experts stressed, the biggest challenge is to target and trace advertising. This is precisely where we come in. We offer access to all ad networks from a single source. At the same time, we track and optimise not only installs, but also in-app conversions. For advertisers, this means more sales and active users.”
Guests unanimously celebrated Kick-Off 2012 as a success. The diverse mix of experienced advertisers in mobile app marketing led to many exciting discussions, in which some previously ‘secret’ success stories were shared. Jan Rössler, Audible.de (Amazon) Online Marketing Manager, comments: “It was an exceptional evening with industry colleagues, where exciting and valuable insights were exchanged.”
On February 1-2, Trademob will be taking part in M-Days, Frankfurt am Main, and is inviting journalists to professional discussions on intelligent app advertising. Trademob can be found in Hall 1.2, booth C08. Trademob is also a finalist of the Mobile Monday Innovation Night at M-Days 2012.
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