Mobile Beach Conference 2017, scheduled for May 20-21 in Odessa, will gather the world’s leading mobile marketing companies, and Kochava is one of them. We spoke to Alexander Vincent, who will represent Kochava at MBC 2017.

 

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Alex, what are the main trends in mobile marketing?

We could talk for days about this particular topic, but two key things we have been noticing is the surge in fraud prevention and tracking, and the demand for a single tracking solution. Marketers everywhere are continuing to become more savvy in the way they advertise, and as such, require more sophisticated tools and systems to be able to automatically detect and prevent fraud at scale and manage these tools in real-time. On top of that, more marketers are looking for a one-stop shop for all of their attribution/analytic needs. As advertising expenses continue to rise, there is now is an added stress on marketers to be able to find a single solution that will allow them to have a single pane of glass across all of their marketing efforts, and to be able to measure their performance in real-time, and make the data they see actionable.

Bots have been called as one of the main mobile marketing trends for the last 2 years. In April 2016 Kochava announced the “comprehensive measurement support” for chatbots. Can you please share with us some results, for instance, in which countries you think an interaction with a bot is going to become a common practice?

On our side, it seems like brands are slow to take up the trend of chatbot tracking. Many are testing integrations out as we speak to get a better sense of the overall role bots have in user engagement before committing a significant portion of their ad spend to this new avenue. However, I believe there is a rich opportunity ahead and an incredible new way to interact with users. However, based on our comprehensive perspective of PTMAO (Plan, Target, Measure, Activate, and Optimize), Kochava has developed some of the most sophisticated and advanced chatbot tracking tools in preparation for the time advertisers/marketers start shifting budget to these kind of tracking.

What are the main challenges Kochava faces in omnichannel engagement tracking?

Disparate data streams/sources and the access to tools that can consolidate that data continue to be the biggest challenges the industry faces in omnichannel engagement tracking. We at Kochava feel incredibly prepared to take on this channel with elegant tools that combine location & proximity data with audience data (Kochava Collective), customized fraud abatement and proactive alerting (Traffic Verification/Kochava Alerting), and many more tools, combined with our with our digital (app, web) tools, we can provide marketers with a unified picture of the marketing efforts. More importantly, we do not charge for data storage or data syndication, which gives ua a unique advantage of being a marketers true ‘single pane of glass’.

Are there any changes in user behaviour over the past year that you can share?

I guess the big question here is if we are talking about real users, or fake/fraudulent users? On the fraud front, there continues to be a large portion of users using emulators to drive huge numbers of post-install events that are skewing results and causing marketers to make misled decisions on where to shift their ad-budget. To combat this, we recently released a new version of our ‘Traffic Verifier’ tool that allows users to define the ‘rules of engagement’ by establishing filters about what they want to see on any click and impression we receive, to abate any kind of fraudulent data from being processed. On the real user front, engagement is the big trend. With a supersaturation of apps in the stores and limited eyeball time, quality users and the level of engagement are the key drivers today ( vs. UA efforts in years past). It’s all about understanding your users and selecting cohorts that are easily touched, reached, and driving the appropriate message at the contextually relevant time. Users are more bombarded, and more selective about how and when they interact with brands, games and entertainment. Marketers need to have the tools that allow them to measure the locations, path and characteristics of their whales, and then be able to identify them for engagement opportunities on their lowest cost channel. Our toolset allows advertisers to gain this insight in real-time, syndicate this data to any source for quick optimizations, and hold that data forever without cost so they can accurately track their user engagement patterns.

Kochava Collective made it possible to target custom audiences across disparate media sources. And you launched such feature in a world where 67% of marketers (October, 2016 data) didn’t know how to measure their ROI. Has something changed since then?

What we found was that marketers were eager to get a true look at inventory sources, and what each source could offer them based on the specific user criteria they were looking for, without having to risk huge amounts of spend on a potentially risky campaign. More importantly, the Kochava Collective fulfilled another need in the industry, which is to provide a platform which allows networks to ‘showcase’ their inventory. That is, prove to marketers that they can in fact reach certain audiences/sources of traffic. The Kochava Collective bridges this gap giving marketers a source of truth when looking for potential new traffic sources, while giving networks the chance to showcase their own inventory to some of the largest companies across various verticals around the globe.

Ok. Banner blindness, app fatigue, adblockers and other advertisers’ headaches… So where do users come from? Can you please share with advertisers what marketing channel for user acquisition they can trust?

That’s a great question, and it really depends on the vertical/company we’re dealing with. For example, for gaming companies, it’s all about in-app display ads compared to say, mobile web. But, these days marketers are always after more than the status quo. What we do offer on our end is the Media Guide, and the Kochava Collective. The Media Guide is  a marketers ‘Wikipedia’ or ‘Yelp’ of networks/publishers, providing details like creative examples, pricing models, acquisition  compositions, and much more, to give advertisers an unbiased 3rd party source of information on potential network partners. Combining this, along with the Kochava Collective, gives marketers a holistic insight into the inventory that networks/publishers have to offer them.

Can you give a piece of advice to advertisers, besides the one to use Kochava’s service? 🙂

This might be old news (but still more relevant today than ever) but fraud abatement is a must have in any media campaigns you plan to run moving forward. In this age, there are more tools and services available now where you can prevent fraud from happening, rather than looking at different fraud reports and reconciling campaigns afterwards. Tools are far more sophisticated and updated to now prevent fraud from ever happening, allowing marketers to have the peace of mind knowing they won’t have to spend hours, days, if not weeks, sorting out data to make sure they didn’t just spend a portion of their money on fraudulent traffic. For instance, we now offer our Traffic Verifier tool, Fraud Black list, and alerting tool, giving marketers a real-time prevention system to protect their campaigns from any kind of potential bad traffic. These kinds of tools are essential for any marketer to run a successful media campaign in the future.

You are speaking at Mobile Beach Conference. What will you take with you to Odessa?

– My water-wings, flippy floppies, and a ridiculous amount of sunscreen as growing up in the Pacific Northwest did not prepare me for the sunshine 🙂