The Summit will cover many topics in panel discussions with industry leaders including: (Panels are still subject to change)
Innovation & Growth
Monetization & Games
- Analytics to the rescue – Whether you’re a developer, publisher or advertiser, analytics is a very important piece of the puzzle that you have to master to be successful. Getting the right data at the right time and acting upon it can help you get to conclusions on your campaign, app audience or most/least popular features and save you a lot of time and money. What are the new trends in analytics? How do you get the right data, what you should collect and what not – and how do you process all that data to make sense?
- Unlocking the Black Box: App Store Optimization - Being found in the ocean of apps is getting more difficult, especially for small-medium publishers with modest marketing budgets. What do we know about the "secret sauce" of the various app stores, and how can app developers use that knowledge and other strategies to get to the top?
Innovation & Growth
- Growth hacking your way up – Launching an app seems easier than ever on one hand but in reality proves quite challenging in face of competition and rapid changes. Some app developers and game publishers managed to make huge leaps in short time – what can we learn from such moves, and how to replicate them for your own apps and games.
- VR, AR and Wearables – are they the next big thing? With Zuckerberg announcement of VR as the next social platform, how can the app ecosystem prepare itself for the next wave of games and apps, and what does it mean in terms of advertising and monetization? Will VR indeed rise rapidly as a dominant platform like mobile, or is its future more similar to smart TVs? And what about other non-VR wearables, did smart watches missed their turn?
- The App Lifecycle in the new world – Keeping a short development lifecycle for apps is more important than ever. Consumers are eager for new features (which are sometimes revenue making) and the always improving devices open more and more options. But on the other hand proper QA and long app approval process keep updates from getting to users’ hands in due time. What can we do to speed up the cycle and what are some tricks that worked for the leading app developers?
Monetization & Games
- Free to play, free to pay - Free-to-play mobile games still dominate the top grossing apps, and breaking revenue records. Building on veteran titles experience, what are the most important steps that Freemium game developers and publishers should take? How should in-app purchasing be built? And what are some new techniques to keep users engaged, shopping and happy?
- Monetizing without antagonizing – The balance between monetization and pure gameplay is always a gentle one. As a game publisher you need to keep these ads popping and sell virtual goodies, but there’s a fine line between successful monetization and over-monetization that causes users to quit. Is there a golden way? How do you increase game revenue AND get your players coming back for more?
- The rise of Programmatic and Self-Serve - Programmatic advertising is growing rapidly, mobile being one of its key drivers, due to new sets of data it can provide leading to geo-targeting, behavioral targeting and understanding user intent in real-time. Is programmatic the ultimate future for mobile advertising? Are we losing the human touch of fine-tuning campaigns? And is self-serve the new king?
- Combating ad blockers and fraudsters – The mobile advertising world is facing two challenges: Ad blocking has made its way to mobile in various ways – but is it a real threat or mostly used by a niche audience? What are the ways to overcome it and win back users and public opinion? Another challenge is defeating ad fraud, which in the best interest of all parties involved (real clicks are worth way more...). What can advertisers and app devs do about mobile ad fraud?
- Mobile advertising in and until 2020 – How will the mobile advertising look in the next four years? Given that mobile advertising had some years to mature, can we already detect the “basics” that are here to stay? How will the new formats including video evolve in the next years, and how will new platforms affect it? What is expected to happen to mobile advertising costs in the near future and how it will affect the ecosystem? Can we predict these based on the online advertising industry, or does mobile behave differently?
- User Acquisition Trends and Real Performance Marketing – If you have $$, getting users is easy. But getting the users that you want, and making sure they stay, that’s a different story. Advertisers these days require more KPIs and want to pay only for true conversion. Is the world shifting to CPA? Or is CPI is still here to stay? And what are other trends we’re expected to see in user acquisition in this coming year?
- The Social Play – Social networks play a vital role in user acquisition, but is it all about advertising? Can you create a viral buzz without spending lots of dollars or is some “seed” money needed to start the spiral? What elements should you integrate from the get-go to your app/game to increase virility? And what about new tactics such as using social influencers?
- Mobile Retargeting and the Cookie Monster - Retargeting has been one of the most effective advertising forms online. Doing the same in mobile has been the “holy grail” for sometime but proved challenging. How can one track and retarget users in the decentralized app-oriented mobile environment? What are some alternate tracking methods and creative solutions, and will the next year be the year of mobile retargeting?