Simon Dossard
Mobile marketing in India is becoming an increasingly important aspect of advertising due to the rapid growth of the smartphone market in the country. With millions of users, advertisers have realized the potential of mobile marketing to reach large and diverse audiences and attract better returns on investment.
Mobile marketing solutions and tools not only enable advertisers to create personalized and targeted campaigns, but also measure and measure engagement at the funnel level to drive more effective and efficient campaigns.
Speaking to BestMediaInfo.com, Adjust CEO Simon (Bobby) Dussart said that India is a fast-growing country with nearly 1 billion smartphone users with a market capitalization of around 4.5 billion, so it's a great opportunity. for companies, not just in terms of numbers. , but also in terms of the type of advertisers available in the Indian market and their features.
"When we came to India three years ago, we decided this was going to be the next big thing, and now the whole truth is out there and it's working for us in every way, but we want to move forward and become a solution for all advertisers. in the country. Because we want to make sure that the market and the entire industry understands that India is important.”
He also shared that Adjust's team size in India is currently around 20 people and the mobile marketing company wants to ensure that the country continues to play a major role in its growth in the coming years.
Commenting on Adjust's reason for entering India, Bobby said; “Because we know there's a niche market for the product, and we know advertisers will want the product, and we have decades of experience and knowledge doing the same in the rest. region, excluding India".
Moreover, share that every region and every market has its own characteristics and with this in mind, Adjust aims to help and guide advertisers keeping in mind their specialties in India and create solutions that can be more effective.
Additionally, Bobby also points out that if an advertiser wants to grow, they need to start spending on advertising, and when that happens, solutions like compatibility solutions are needed.
"That's because we as advertisers can help you understand the best way to set your budget and get the best ROI from your ad campaign," he said.
According to Bobby, India's Adjust is growing faster than the rest of the world because mobile adoption in India is growing slowly compared to other markets, which have remained relatively stable.
“Our solution is also well designed for India as it is trending globally and we can show advertisers how to spend their money better. In addition, we also offer product-level centralization, which brings greater efficiency, and that has been our focus so far."
According to Bobby, it may take some time to see what kind of advertisers the company is looking for in the first place, but the mobile marketing business has grown over the past three and a half years. regularly and quickly. .
Commenting on the short-term and long-term goals, he explained that India is currently a market where Adjust has multiple businesses, so the focus is twofold. One is to get more customers, he said, and the other is to make it easier for them to grow their customers.
“When it comes to the types of campaigns advertisers are running, we're seeing similar patterns in India as the rest of the market, so we've created a tool that most advertisers can use to improve their campaigns, even if it's only externally. means - certain Continue to track and measure the application and educational aspects, because ultimately our customers' growth is our growth."
Elaborating on the major challenges Adjust faced during its three-and-a-half-year journey in the country, Bobby said it took the company some time to get there and understand how to enter a market like India. Complexity of campaign types, partners, etc. with countries. Another is where the company was in a strong position because customers themselves wanted to work with Adjust.
"The other part is how you can measure outside of the store, because Adjust doesn't use the Google Play Store or the App Store, and we've built an additional solution for that because that's what we discovered as a service that is needed. It should be built and shipped by us now. It's much easier for us when customers come to us and ask if we offer that service and we say yes, we have a solution for you.
In Bobby's experience, Adjust is not currently seeing any cuts to its budget due to the impending recession. But he agreed that there was a lull during the pandemic as the economy seemed to have weakened a bit and advertisers pulled back as a result, but now business is seeing more momentum. Towards continuous growth.
"Because the Indian market is not as saturated as other countries in the world, you can do more because you already know you can get more, and even if you go to India, which I think is complicated because mobile users is only growing and consumers are spending attractively even abroad.
During the conversation, Bobby also shared the view that even if the advertising budget is delayed, you need to know where to put that money, because in this case the return on investment becomes more important.
"If cash flow is low or tight, you need to know the best return on investment," he added.
Elaborating on the trends he has seen in the Indian market over the past few years, Bobby points out that earlier advertisers in India were more focused on getting "pure volume" instead of convenience, and "quality" was not a priority. . . But today it is about attracting qualified users or users who will initiate a purchase, take their first trip, place their first order or get a subscription and thus become a recurring user.
"Now that budgets are tight, the same amount can still be spent, but the important thing is that more quality comes out of it, because ROI and scale are becoming more important," he said. - he announced.
He added that the modern advertiser needs to know whether to spend before the results are fully visible or whether to go with too much campaign power and metrics, suggesting that the change suggests that advertisers should stop or overspend on a given campaign. : .
"In the beginning it was very simple. all interested advertisers click to post but in today's world it's about the funnel and it also depends on the height of the funnel as the level can be optimized or not. In particular, advertisers are limited to the second stage of the funnel, i.e. the last one: User experience, installs, registrations, logins, purchases, etc.,” he said.
In his opinion, all advertisers today will look at the aggregate data of ad revenue and ad spend, because that way they become more efficient and increase the time to make money.
He also added that Adjust has developed a CTV AdVision solution to measure CTV on mobile and CTV on CTV, especially with the growth of connected TVs in India. He added that when one launches a CTV campaign, it almost follows the conversion path and will not be the final connection with the user, but will definitely be part of the engagement process that helps the person convert.
Info@BestMediaInfo.com
