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New AppsFlyer Report Finds View-through Attribution Impacts Ad Clicks and App Installs

SINGAPORE, Jun 7, 2021 - (ACN Newswire via SEAPRWire.com) - AppsFlyer, the global attribution leader, today released its inaugural View-Through Attribution (VTA) Report. From Q4 2020 until February 2021, the report looked at impressions, examined video content, and VTA campaigns performance across 6 SEA countries (Vietnam, Thailand, Malaysia, Singapore, Indonesia, and the Philippines) and 9 Industries (Shopping, Travel, Gaming, Finance, Entertainment, Education, Food & Drink, Lifestyle, and Health & Fitness) with the objective to provide marketers with insights into how right attributions could capture true consumer journey, increase optimization and drive benefits.The report found that ads and videos are so immersive and engaging that users do not necessarily interact with the ad immediately because they do not want to leave the video experience midway. These users said they expect to engage with brands in a meaningful way as they claimed to be 1.5X more likely to purchase an item. Video exposure is impactful and influences purchase behavior. Incorporating VTA can help allocate credit in line with true consumer behavior.In a study by Nielsen and Teluna, commissioned by TikTok For Business, consumers on video platforms said they will continue browsing content before moving to external websites or apps, with YouTube users supporting 60% of this statement, 58% on TikTok, 45% on Instagram and 40% on Facebook. This means that marketers should look beyond immediate click behaviour to accurately measure brand engagement.VTA is an important metric to accurately measure the true user journey, since many users will purchase an item or install an app at a later stage. The report found that all SEA markets have at least VTA windows of 24 to 48 hours with up to 83.8% conversion rate."Constantly looking to expand our horizons, we are pleased to announce the all-new inaugural view-through attribution report. Southeast Asia's flourishing video content landscape is providing advertisers with novel ways to tap into new opportunities when engaging customers in a rapidly evolving ecosystem. We encourage marketers to use the report to utilise key data and insights on how best to maximise their campaign performances and understand the interconnections between determining metrics, behaviours and trends across Southeast Asian mobile app users," states Ronen Mense, President and Managing Director for APAC, AppsFlyer.Video ad inventories have become a growing mechanism in Southeast Asia, especially amid Southeast Asia's flight to digital, accounting for 40% of all programmatic ad spends in the region. From this, short video ads of approximately 10 seconds drive installs or post-install events on platforms such as TikTok, making it a popular choice for advertisers to utilise in their campaigns. The rise of video has turned marketers towards using VTA models to best attribute their marketing efforts, compared to when using non-video inventories. The VTA Report also emphasised that marketers still need to incorporate a call to action to encourage conversion - as Impression-to-Install still remains somewhat low.The report also found that due to the longer consideration process for "high-involvement" verticals, higher VTA is seen. Amongst all verticals examined, Finance in particular showed that despite fewer video impressions, more conversions were accredited to view-through attribution. High VTA rates were also seen in other verticals such as eCommerce and Media & Entertainment, with the lowest VTA rate seen in Gaming - averaging out at slightly less than a day across all countries. Marketers should therefore consider re-calibrating their attribution models according to their vertical and incorporate VTA as an important metric for conversions, as many users may not convert upon their first view.Additional highlights from the report:- Key festivities such as Singles' Day and New Year and lockdowns play an important role in peaks in clicks in the Food and Drink vertical, driven by VTA in Singapore and Indonesia.-- Health & Fitness apps in particular saw a spike in Southeast Asian markets in October, especially Indonesia, Thailand and Vietnam, mainly as a result of cross-regional awareness campaigns. A similar outcome was seen in December during the transition to the new year with health and fitness, and shopping apps.- Marketers that are able to measure and optimize a CTA and VTA method have seen success in their campaigns.-- In Southeast Asia, ecommerce, media & entertainment, and finance are the verticals with the highest CTA + VTA and are able to optimize ads by 113% faster with low spend.-- TikTok data shows industries such as Finance, E-commerce and Media and Entertainment recorded at least 22.8% VTA conversions when compared with CTA conversions across Southeast Asia in 2020 and VTA conversions can go up to 90.8%.- The importance of the VTA model: if the average attribution window for one vertical is one day, an Install registered by a viewer would be accredited as most users in Southeast Asia need access to WiFi to download an app.- Singapore, being a more developed market, has a longer average attribution window of close to 1.5 days unlike just over a day in Philippines and Thailand as consumers in established economies take a longer time to convert.- iOS 14.5's Ad Tracking Transparency feature is still being implemented and will change the app economy and ability to measure campaigns. However, Apple's SKAdNetwork, an API for measurement of ad campaigns, continues to provide advertisers with a VTA measurement option, while maintaining the privacy of the users. This emphasises that advertisers should still consider VTA as part of iOS14 dedicated campaigns. TikTok has supported SKAN CTA since the rollout of iOS 14.5 in late April 2021. Starting from June 2021, TikTok has also started to support SKAN VTA via an open beta, with more tests to be conducted before an official general release.The AppsFlyer report analysed over 14,600 apps, 10.39 billion installs, and 6.3 billion remarketing conversions, and takes into account both click-through attribution (CTA) and view-through attribution (VTA). CTA looks at installs made after clicking on an ad while VTA registers ad impressions that result in an install without the user immediately clicking on an ad. The app may sometimes be installed a day or two later and helps to outline a typical customer's journey.To view the full report, visit: https://www.appsflyer.com/resources/others/vta-insights-southeast-asia/About AppsFlyerAppsFlyer, the global attribution leader, empowers marketers to grow their business and innovate with a suite of comprehensive measurement and analytics solutions. Built around privacy by design, AppsFlyer takes a customer-centric approach to help 12,000+ brands and 8,000+ technology partners make better business decisions every day. To learn more, visit www.appsflyer.com.Media ContactPRecious Communications for AppsFlyerappsflyer@preciouscomms.com Copyright 2021 ACN Newswire. All rights reserved. (via SEAPRWire)

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New LeadsRx Ecosystem Attribution Product Enables Transparency Between Online Marketplaces and Their Trusted Partners within a First-Party Data Framework

Portland, OR, Jan 19, 2021 - (ACN Newswire) - LeadsRx, a marketing analytics company, announced the availability of LeadsRx Ecosystem Attribution(TM) - the first comprehensive platform that maps the customer journey and performs attribution analysis across the websites of network owners and their trusted partners promoting and selling products and services within an industry ecosystem.Marketing ecosystems are composed of network owners and their partners. In this model, partners sell and promote a product or service, while network owners perform collaborative marketing and are paid a fee to do so by the partner. This is a cooperative relationship, but a single network owner often performs marketing for multiple, even hundreds or thousands, of partners. An ecosystem is formed when multiple competing networks strive to earn the business of partners. Examples of network owners include companies like Zillow, Auto Trader, NZI, and Domino's Pizza, and they function within an ecosystem for real estate, vehicle sales, dentists, insurance brokers and agents, and franchises.LeadsRx Ecosystem Attribution, with its innovative distributed attribution pixel technology, allows a network owner to electronically share first-party consumer behavior data in real-time with its trusted partners through an authenticated backbone. When combined with the partner's own first-party data, this results in a complete and accurate picture of the collaborative customer journey leading to shared insights and transparent accountability."Online marketplaces, directories, and franchised operations all struggle to show the real value they provide to their partners," said AJ Brown, CEO and co-founder of LeadsRx. "This is a billion-dollar problem for these collaborative marketers who otherwise can only communicate self-reported stats that may not be believed by their partners; by using the LeadsRx distributed attribution pixel, network owners can demonstrate their value in a transparent and trusted way, while also levelling the competitive landscape among network owners and other advertising channels."Until now, these network marketplaces and their partners have lacked the unbiased analytics and multi-channel data sharing capabilities that LeadsRx Ecosystem Attribution provides. Their current advertising and marketing tech-tools lack the ability to shed light and measure the performance of complex collaborative marketing relationships or provide the performance transparency an entire ecosystem requires.The Problem with Attribution Across NetworksCurrently, owners of a network diligently promote and advertise products and services provided by trusted partners, but they are unable to prove that their efforts are paying off with sales conversions. With network owners on one end and selling partners on the other, capturing an accurate customer journey and attribution analysis across this ecosystem requires collaboration and cooperation among the players."When ecosystem players use shared technology like LeadsRx Ecosystem Attribution, network owners can electronically add to the chain of events on a consumer's path to purchase," stated Brown. "This provides much-needed transparency and accountability to spark marketing performance and well-spent budgets."LeadsRx Ecosystem Attribution makes collaborative marketing and data sharing across marketplaces between network owners and partners possible with new distributed pixel technology. For more information about LeadsRx Ecosystem Attribution, read more about the problem network owners are facing. https://pr.report/htaCs8FnAbout LeadsRxA fast innovator and a marketer's choice for 5,000-plus global and local brands, LeadsRx is an unrivalled multi-touch attribution SaaS platform. Powered by a unique Universal Conversion Tracking Pixel(TM), LeadsRx provides an impartial view of customer journeys, giving each advertising touchpoint proper weight and credit including broadcast media. Founded by marketers, LeadsRx enables companies of any size to elevate marketing performance in a framework that is easily understood delivering sustainable return on ad spend (ROAS). To learn more about how LeadsRx can support you in marketing transformation visit LeadsRx.com. Connect with LeadsRx on Twitter, LinkedIn and Facebook. https://leadsrx.com/- Twitter: https://twitter.com/leadsrx- LinkedIn: https://www.linkedin.com/company/leadsrx/- Facebook: https://www.facebook.com/leadsrx/ For more informationJeff FishburnFishburn PR for LeadsRxjeff@fishburnpr.comSOURCE: LeadsRx Copyright 2021 ACN Newswire. All rights reserved. www.acnnewswire.com

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AppsFlyer Exceeds $200 Million in ARR and Sets Its Sights on Shaping the Future of the Marketing Tech Stack, Opens New Office in Australia

SINGAPORE, Nov 24, 2020 - (ACN Newswire) - AppsFlyer, the global attribution and marketing analytics leader, today announced Salesforce Ventures joined its roster of investors in a late stage extension of its $210 million series D round led by General Atlantic earlier this year, to continue its velocity through product innovation with consumer privacy at the forefront.As shifting privacy policies and regulations transform the marketing landscape, AppsFlyer has been experiencing increased demand for its expanding suite of products, including holistic attribution, marketing analytics, fraud protection, incrementality measurement, and customer experiences and engagement tools, while connecting app developers to more than 8,000 partners via its marketplace.The AppsFlyer platform is rapidly becoming a core component in the most advanced marketing tech stacks. Ecosystem shifts and digital transformation accelerated by COVID-19 have fueled the growth of AppsFlyer's groundbreaking solutions to meet the needs of marketers and app developers. These include innovative, privacy-centric attribution solutions for iOS 14, in a post-IDFA world; App Clips analytics; a zero budget marketing plan for app developers; enabling the web campaign-to-app opportunity; and two brand new products: Xpend - a cost aggregation solution that extracts cost data from any source, and accurately calculates ROI across the entire marketing journey, and Incrementality - which helps brands test and prove incremental lift of their marketing campaigns.The company also announced the launch of its new office in Sydney, focusing on servicing its customers and growing its business in the region of Australia and New Zealand. This latest launch will expand AppsFlyer's global footprint to 19 international offices, an unprecedented feat in the middle of a pandemic.AppsFlyer has secured more than $300 million in funding since 2011, and has seen tremendous growth since its $210 million series D round, announced earlier this year. The company has recently reached 1,000 employees globally, and now exceeds $200 million in annual recurring revenue (ARR). The company also plans to increase its global headcount significantly in 2021 to support the growing needs of its customers and provide them with the right tools to delight their end-users while adhering to privacy regulations. AppsFlyer has also increased the volume and reach of its corporate social responsibility program, AppsFlyer Cares, impacting dozens of communities and thousands of individuals worldwide."AppsFlyer has been the driving force in mobile marketing attribution and has demonstrated true, long-term commitment to represent the app developers within the ecosystem," said Nowi Kallen, Principal at Salesforce Ventures. "Through a customer centric approach, 8,000-partner strong marketplace and privacy by design, AppsFlyer's innovative technology enables marketers to delight their end-users with a great user experience, while protecting their privacy.""We're incredibly excited to deepen our integration with Salesforce and Salesforce Ventures, as we take another step towards ensuring that marketers, app developers, and the entire ecosystem is armed with the best marketing tech stack for the challenges of tomorrow," said Oren Kaniel, CEO and Co-Founder, AppsFlyer. "The secret sauce for our success over the last nine years has been prioritizing our customers and their end-users, putting them at the center of every decision we make. We've earned the unwavering trust and confidence of the market by enabling app developers to not only delight the end-user with a seamless user experience, but to also protect their data security and privacy."Speaking about how this development will impact the region, AppsFlyer's APAC President and Managing Director, Ronen Mense, said: "The pandemic has aggressively driven a shift in how the global marketplace use technology, making the ever-innovative and always-resilient APAC one of the few winners from this year's economic turbulence. The foundations of an inclusive, tech-enabled recovery is being solidly built here in our turf, and we are humbled that the majority of today's best-performing Asian companies are using the AppsFlyer platform on a daily basis. This round enables us to empower Asian marketers with the tools needed to catapult their success and make accurate, better-informed, strategic decisions, as well as help drive innovation and foster confidence across the regional economy."AppsFlyer works with thousands of customers, including leading brands such as Macy's, Minecraft, Nike, NBC Universal, Tencent, US Bank, Wayfair, and StitchFix. AppsFlyer's marketplace of over 8,000 partners includes Facebook, Google, Apple Search Ads, Twitter, TikTok Ads, Pinterest, Snap, Salesforce, Adobe, and Oracle. AppsFlyer was recently named to the Forbes 2020 Cloud 100 list for the 2nd year in a row.Existing investors include General Atlantic, Goldman Sachs Growth Equity, DTCP (Deutsche Telekom Capital Partners), Qumra Capital, Pitango Venture Capital, Magma Venture Partners, and Eight Roads Ventures. About AppsFlyerAppsFlyer, the global attribution and marketing analytics leader, empowers marketers to grow their business and innovate with a suite of comprehensive measurement solutions. Built around privacy by design, AppsFlyer takes a customer-centric approach to help 12,000+ brands and its marketplace of 8,000+ technology partners make better business decisions every day, while delighting their end-users. To learn more, visit www.appsflyer.comAbout Salesforce Ventures Salesforce is the global leader in Customer Relationship Management (CRM), bringing companies closer to their customers in the digital age. Salesforce Ventures, the global investment arm of Salesforce, invests in the next generation of enterprise technology that extends the power of the Salesforce Platform. Salesforce Ventures is building the world's largest ecosystem of enterprise cloud companies and extending that technology to customers. Portfolio companies receive funding, strategic advisory, and operating support, and can easily join Pledge 1% to make giving back part of their business model. Salesforce Ventures has invested in more than 400 companies, including DocuSign, GoCardless, Guild Education, nCino, Snowflake, Twilio, Zoom, and others across 22 countries since 2009. For more information, please visit www.salesforce.com/ventures. Media ContactsPRecious Communications on behalf of AppsFlyerappsflyer@preciouscomms.com+65 6303 0567Press Contact For AppsFlyer in APAC: Nico Marconico.marco@appsflyer.com Copyright 2020 ACN Newswire. All rights reserved. www.acnnewswire.com

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