We continue to summarize the results of 2019 together with the heads of gaming companies and market experts. Next up is an interview with Anton Buchelnikov, CEO of the analytical service Apptica. He spoke about the events in the mobile advertising market.
How was 2019 for the company?
Previously, our product was focused on analytics within the framework of Ad Intelligence: everything related to attracting a new audience through advertising.
However, the needs of customers give a reason to implement new features, collect and analyze more data. This year we have made a significant step towards the general analysis of mobile application metrics. And in the new year, Apptica will enter in many ways already as a full-fledged service for analyzing the mobile market as a whole.
What events in the regional and global advertising industry do you consider central in the past year?
One of the central events is the opening of access to the Facebook advertising gallery.
This step was taken by the company to better control political advertising (for example, before the US elections) and in general to maintain the principle of openness and transparency. Also in 2019, several companies released software for creating game ads without code. This greatly facilitates the work of marketers and reduces the cost of creating interactive advertising, which means that such advertising will soon become more widespread.
What are the main trends in the market today?
The growth of the audience of mobile applications leads to an increase in the total volume of advertising.
At the same time, the struggle for the audience forces publishers and marketers to make advertising more qualitative and interesting. Not only advertising becomes better, but also graphics in the design of landing pages, presentation videos, collections inside stores, everything that the user interacts with, for whom the fight is being waged.
The policy of the stores to combat copying of products and fake applications does not subside. I also consider this a pleasant trend within the overall improvement of the market and products.
Which third-party game releases this year, in your opinion, were the most important?
The most interesting release of the year, perhaps, is Call of Duty Mobile.
In the outgoing year, in an ideological sense, we were pleased with the success of Playrix, whose founders and most of its employees come from Russia.