We continue to summarize the results of 2021 together with top managers and experts of the gaming industry (and related ones). Next up is an interview with Konstantin Ivanov, brand director of AdQuantum.
How did 2021 go for the company?
Excellent. We at AdQuantum showed flexibility and adapted to the IDFA apocalypse caused by the release of iOS 14+. We have launched and are successfully conducting SKAN campaigns for our clients.
This was not our only achievement. In the course of a fruitful 2021, our UA managers and accounts have mastered the wisdom of working with web2app (the confrontation of the commission of stores continues, we are not one step behind).
We have always believed that a successful creative is 50% of the success of a marketing campaign. So in the outgoing year, we paid additional attention to the development of this direction. Now we sell creatives separately, prepare them for customer requests.
In general, the agency’s annual turnover increased by 38%.
The rapid growth of the company forced us to catalog large amounts of data quickly. We spend less and less time onboarding each employee thanks to the expansion of the internal wikipedia, which records the entire logic of the work of departments, their structure and other vital aspects of work. You send a link, a person studies the material, then a small meeting is held on the results. Time is saved.
Why, we try to save colleagues’ time everywhere. For example, this year we launched internal weekly digests of news, courses, marketing reports from third-party companies and a selection of current topics on iOS 14+ in Telegram and Slack.
During the year, we devoted a lot of time to optimizing already developed processes. For example, we made integration with Telegram in our Jira: a freelance designer can write a comment on a task, change the status of a task, and so on. All this happens in the bot and is immediately broadcast to Jira. Through this bot, they also receive notifications about their tasks.
From the unique: we made integration with TikTok. It allows you to automatically upload the agreed creatives to the selected offices of the business manager.
Also, for the buying department and creatives, we have achieved full integration of Jira with Google tables. Click one button and your complex reports appear in the table. Saving time, remember?
What event or trend of 2021 do you consider central within your niche?
iOS 14+ happened, the update of everyone’s favorite OS shook the market to the ground. The profit of Android apps has grown strongly against the background of the new era, as has the price for showing and installing on Facebook.
Clients often began to ask us to “pour” traffic according to the web2app scheme. Previously, a year ago, for some of our partners, this method seemed to be something “underground”, but now we are increasingly sending out an auxiliary guide to help them better understand the model.
After the META presentation and Facebook rebranding, we are following the trends and new products of the corporation with interest. Yes, we have also heard about new opportunities in advertising, but we are not in a hurry to draw conclusions. We will study the possibilities, make tests, and after careful analysis, it will be time to make decisions. With innovations, only such an approach is needed. Let’s remember the Clubhouse.
What will be the stake in the development of the company in 2022?
I mentioned the IDFA apocalypse for a reason. On the one hand, we are preparing for this on Android, on the other hand, we do not think that there will be a serious tightening of the existing rules. Google has always been wiser and more careful in such situations.
AdQuantum will continue to increase volumes, and we plan to grow by 20% in terms of personnel and profit. Also in the new year we will prepare for you a world-class announcement. Let’s meet at conferences and chat on social networks, there is something to discuss!