True data insight on mobile trends with Taha Karsli from MobileAction

[Music] [Music] so we are joined by tahar casli the head of growth and partnerships at mobile action how are you doing today sir i'm doing good how about you i'm doing well actually it's nice to be back in the real world with real physical people now i understand you guys have already done a talk here at the show right yeah my colleague yusuf furniture did a talk on mobile ad creatives how mobile games and mobile app companies can create appealing ad creatives to you know acquire uh great user with low cpi and also you know create an ad strategy that can help them to you know scale um as they you know increase their ad spending as well i'm sensing a kind of monetization platform thing going on here what is it that you guys do for people who don't know yeah mobile action is a user acquisition solution for mobile growth experts what it does is that on the mobile actions part we do have intelligence tools like aso

intelligence and ad intelligence which can help um mobile experts to both grow their visibility on organic sites and also on the alien thousand sites you know you can get educative insights and ad network insights about your competitors so that you get a glimpse of you know how they're running ads and how they are strategizing so you can also add up some of the strategies that are working for them and also we do have a platform called searchat.com which is one of the official apple search ads partners and we are a campaign management platform apple searches and we are helping search advertisers to run their ads more wisely and spend their budget on the more related keywords you know better acquire users on that front as well getting the data on the competitors not just on the people on the campaigns that you're currently working on that sounds obviously quite beneficial for the people using it it also pushes us into that grey legal area where gdpr in

recent years has got a lot more strict privacy laws and all the rest of it how do you as a company kind of stay ahead of the regulations the legislation and make sure that you're firmly on the right side of the law so essentially we are not uh you know sourcing our data from any uh app company or any from third party data provider our technology does so basically you know we developed a technology that can get the data from out of the internet that you know catch that data and gives you an insight based on that you know you can always go to instagram and scroll for a couple of minutes and also swipe for stories and you will see some ads but what mobile action does is that you don't have to do that but the our technology sees these ads and uh brings it to our platform for your ease actually okay so it's kind of doing the work for you some degree that's handy how has the last two years changed the way that you guys do business i mean it's put a lot of

surprising demands on some companies especially cloud-based companies where everyone suddenly poured online and started using things way more than they used to so how has it affected you yeah definitely i think with co-ed the adaptation to mobile has increased exponentially right and the the way that i see is that people are you know spending much time at home even if you know the the curfews and all the lockdowns ended but we still do have you know enjoy uh home and they you know we started to add up new hobbies we started doing new things you know it's i believe for most people it was a different period where we you know change uh some of the things in our lives in the mobile really uh you know has some of the uh tools that we can use while we are doing changes like we can start meditation and download meditation apps you know we can maybe start playing games and this is something as well and i think uh people started to search for things and that increased the

importance of the intense platforms like apple searches and google uac so you know uh in a sense that the advertisers i think should pay attention to his intent platforms because you know other ad networks are great as well but whenever someone is searching for something uh it's always there's more conversion uh happening there and also you know they're there to you know download some they're in the markets let's say to download such a solution and if you were to be a great strategy with your achievers you have a higher chance than your competitors to you know become more relevant when they're in the market looking for a solution like yours i've spoken to a few companies which do you know similar things to what you guys do and what i'm always interested in is about the data that you provide a lot of customers are demanding a lot more data more granular information about how their campaigns are working and you know which monetization strategies are paying off and which aren't and i always feel like there's a point where you can get more data but it's not

necessarily good data it winds up being numbers and noise and the important thing is about how you analyze it how you deal with it how do you help the people who you work with actually get meaning out of the numbers yeah definitely we do have actually a 3a rule in mobile action we do provide actionable accessible and affordable insights in our tool so we are talking the uh actionable insights part in this sense so what we do is that you know there are lots of data that you can you know give to a mobile game developer or mobile app company but when it comes to you know getting the meaning out of it it's a it's another task another profession i believe what we have mobile action uh the way that we structure our dashboards and the way that we show insight to our customers inside the platform is a way that they not always they may not just see some you know meaningless numbers but we do suggest some of the things that you know there's a room for improvement there and there's uh you can also you know do this

to increase these points and you know lucky for us you know uh we are really lucky to work with you know i believe the smartest uh marketers in the world in the mobile gaming mobile app world and they do also you know do a great job analyzing this insight so i believe you know there's a great fit there what's the biggest challenge in the sector at the moment i mean there are as i said there's competition within your own sector people are becoming i think more savvy to a lot of not necessarily not just advertising techniques but also the way that monetization works and like there was a time when you could say in-app payment and some people wouldn't know what that was but now everybody's very familiar so what's the biggest challenge for you for like getting games profitable and ensuring that customers not only turn up but they stick around yeah i believe you know the most important thing for a game developer to market their apps is to do iteration constantly and it requires for you know every company is different every team dynamic

is different but i believe it requires a company to develop a iteration and experiment framework a mentality inside so that you know they can try out new things faster they can learn faster and they can move forward you know since we have really fast-paced uh industry there are lots of new things to learn every day but if you were to you know stay and stick one thing uh stick on one thing for so long we may be you know losing up uh some other parts so what i would suggest is that you know if you were to build a good iteration and experiment framework we will be able to build things and you'll be able to try things really fast and be able to beat out the failures we will just forget them out and we will be focusing on the ones that promises us that you know we can if we dig a little more here something can come up and if you focus more on that i believe you know that's where the real gem is so

i would say you know uh doing lots of iterations beating up the failures and sticking on the uh ones that promises you're not sure and in terms of the upcoming year now the world has opened back up again you guys are obviously we're at physical events again you're going out and you're meeting new people what are the aims for the company in 2022 are there new initiatives that you're working on that you can talk about or is it all top secret yeah definitely we do have tons of incredible and exciting features coming up on both mobile x mobile action and surchase.com sites and i'm really you know excited to try them out by myself and also you know show to uh our partners and we also you know want to continue going to events like this because you know first uh we had the chance to meet with our existing partners that we partnered in a couple years but we haven't had a chance to you know uh see them in the flesh but now you know we see them we chat and we also meet with new friends we make new partnerships and it's really great i believe we will uh continue doing that as well and i believe you know

in the user exhibition side the intel platforms will be much more important in the upcoming years as well so i would suggest any mobile app company and developer to give a little more attention to that side as well [Music] you