Decoding the maze of metrics in the app economy

Paul Barnes, Territory Director Northern Europe and Middle East at App Annie

Mobile apps are at the centre of digital transformation and increasingly contribute to the success of businesses across nearly every industry. On average, we spend more than 2 hours day in apps — that equates to more than one month out of every year of our lives. There is no other medium that is as direct, as personal or as omni-present to meet your customer whenever and wherever they need you.

HOW A DIGITAL REVOLUTION IS DRIVING THE JOURNEYS OF THE FUTURE

Oliver van Bilsen, Global Head of Digital – Retail, Fuels & Lubricants at Shell 

Oliver Van Bilsen, Global Head of Digital – Retail & Lubricants at Shell, recently presented his thoughts on how the digital revolution is changing the face of retail at the MMA Forum. Here he expands on his thoughts and outlines how Shell is pushing innovation forward.

Digital consumers are different. Their shifting expectations are redefining retail and demanding new strategies to deliver experiences that attract new customers, boost loyalty and improve satisfaction.

Understanding mobile’s role in the automotive purchase journey: a ‘drive through’ Weve’s Automotive Research 2017.

Timothea Horwell, Marketing & Research Manager At WEVE

Weve’s Marketing & Research Manager, Timothea Horwell, explores the paradox of the modern day automotive purchase: a wealth of mobile data to understand how to reach prospective customers at moments that most influence their decisions, but a decreasing time-frame in which to do so. Weve’s research provides context to understand different drivers at each stage of the automotive journey.

Buying a car used to mean spending hours perusing the local dealership. In 2017, however, consumers are increasingly looking online for much of the purchase process, and mostly via a mobile device: Weve’s Automotive Research 2017 found 84% of consumers use their mobile at some stage when buying a car. 

In-App Mobile Advertising Impact

S4M, a mobile programmatic platform, released a study, “In-App Mobile Advertising Impact” in partnership with IPSOS, a leading research company based in France with representation in 88 countries focused on understanding consumer behaviour. The study evaluates how advertisers should invest in mobile campaigns to attain the best results.

Mobile App Promotions – A Small Part of The Full Picture

Noelia Amoedo, CEO of Mediasmart 

A sentiment I’ve been hearing all too often from ad agencies recently, is that when considering a Mobile Advertising investment the sole purpose of engaging with a mobile specialist DSP is promoting apps.

This is an extremely limited perspective for two very important reasons. Firstly, ‘eyeballs’ nowadays are predominantly focused on mobile apps and campaign effectiveness in apps often requires mobile specific technology.  Then there’s also the fact that the mobile environment provides so much more information about user behaviour than other channels. Frankly, if you’re not working with a mobile specialist, you’re missing out.