Author: Dennis Mink

Dennis is VP of Marketing at Liftoff. When he's not busy running the marketing department, he can be found throwing spares and strikes at the bowling alley while grooving to Thievery Corp.

On Tuesday, July 11, Amazon held their 3rd annual Amazon Prime Day, selling deeply discounted products for one day only (30 hours actually), resulting in Amazon’s biggest sales day ever in the history of the company. Like many Americans, I too was drawn to their deals, scoring a new Amazon Echo, a couple smart plugs, even an Instant Pot (yes, I too recommend this beauty). But working in the app marketing industry, I couldn’t help but wonder, what impact does Amazon Prime Day have on other e-commerce businesses, specifically those with a mobile app. Does Prime Day have a halo effect and increase sales amongst Amazon’s competitors? Or does it hurt them?

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When we first kicked off Mobile Heroes a year and a half ago, we set out to bring a well deserved focus to the community of app marketers that market something other than a game, like a dating or e-commerce app. The community has been tremendously underserved, unlike their gaming marketer brethren. Hence came Mobile Heroes.

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Hello APAC!

With the usual holiday slowdown just around the corner, at Liftoff you would never know it. Today we are excited to announce the official opening of our first Asia-Pacific office.

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AppsFlyer just released their bi-annual Mobile Performance Index. The Index ranks the top performing mobile ad networks and demand side platforms (DSPs) like Liftoff. If you spend on marketing mobile apps, it’s a good read, especially if you’re looking to test new channels for app installs.

In a nutshell, the Index ranks the top performing networks and DSPs based on (1) how well they can scale, and (2) the quality of the app installs, as measured with a 30 day retention window. (more…)

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Today we are excited to announce our expansion into Europe and the hiring of Phil Gontier, former Head of Mobile at Twitter EMEA, to lead our international efforts. We’ve seen tremendous growth over the past year outside the U.S., hence the decision to establish an international office. Gontier will spearhead expansion by establishing Liftoff’s London office. (more…)

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Today is a important milestone for Liftoff as we officially launch Dynamic Ads for mobile – highly personalized mobile ads that deliver a huge performance boost to app install and mobile retargeting campaigns.

While much of mobile advertising has gone programmatic – the bidding, buying and targeting – designing and testing ad creative as a whole remains untouched by programmatic technology. For mobile marketers, designing ads remains a laborious, resource intensive process, far outside the purview of programmatic or any form of technology automation, and often producing mixed results. (more…)

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Q3 sustained a marketing-friendly trend in mobile user acquisition. Based on our latest research, the cost to acquire a new registered user in a mobile app reached a low of $8.72, the lowest it’s been in 2015. But don’t wait too long to act on the trend of lower CPAs, these costs are expected to rise headed into the holiday season as marketers bid up advertising costs vying for a larger share of the Q4 seasonal app rush.

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What is the value of a first time purchaser in the world of eCommerce? The answer may not be as simple as you think.

According to research by the eCommerce reward platform Sweet Tooth, after making their first purchase, a consumer has a 27% likelihood of returning to make a second purchase. After their second purchase, that loyalty jumps to an astounding 45% likelihood they will make a third. Loyal customers are a retailer’s bread and butter, and smart marketers know that the money spent to bring in a first time purchaser is money well spent.

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