This document discusses potential trends in user acquisition (UA) including the evolution of app channels, changes to the role of UA managers, and limitations to tracking. It suggests that Facebook and Google will increasingly become UA channels themselves. It also notes the growing complexity of UA data and importance of automated creative testing. Major changes to tracking are predicted due to strategies like SANs attribution and tighter privacy regulations from GDPR and Apple's IDFA policies.

1. © thomasbcn 2019
@thomasbcn
What’s next in UA?

2. © thomasbcn 2019
What’s next in UA?
• App channels evolution
• RIP UA manager
• Tracking limitations?

3. © thomasbcn 2019
1. UA channels : more of the same

4. © thomasbcn 2019

5. © thomasbcn 2019
Facebook is going UAC!

6. © thomasbcn 2019
Facebook

7. © thomasbcn 2019
Google
Read more: Apptamin’s blog

8. © thomasbcn 2019
Beyond the duopoly
Credit Lorenzo Rossi, the Ad-vengers

9. © thomasbcn 2019
The “next five”
(inc. web + Microsoft, Verizon. Source: LUMA)

10. © thomasbcn 2019
Programmatic : from DSP to in-house
• Transparency
• Control
• Costs?
Read more:
- cost/benefit analysis, @pgbowen on Thinking programmatic
- history of UA, @eric_seufert on How things grow

11. © thomasbcn 2019
Offline: TV, OOH, Radio, Superbowl
Online: Influencers, Podcast, Spotify/Hulu…
The web is back? Paid content, Google Ads, PWA, web sdk…

12. © thomasbcn 2019
2. RIP UA manager
consumeracquisition.com

13. © thomasbcn 2019
consumeracquisition.com

14. © thomasbcn 2019
The return of mad men

15. © thomasbcn 2019
Storytelling is back in fashion
95% of new concepts fail. 10x creatives make a 100x difference

16. © thomasbcn 2019

17. © thomasbcn 2019
Increasing data complexity
useracquisition.com

18. © thomasbcn 2019

19. © thomasbcn 2019
Creative testing processes

20. © thomasbcn 2019
“Exhaustive ad creative experimentation and
analytical discovery are now the ways in which a user
acquisition team establishes a competitive
advantage”, Eric Seufert
Automated creative testing

21. © thomasbcn 2019
Source: Mobile Fix 24/5
Predictive creative testing

22. © thomasbcn 2019
AI era. Go BIG, or go home

23. © thomasbcn 2019
3. Tracking: flying blind?
• SANs attribution
• GDPR 2.0
• Apple killing the IDFA?

24. © thomasbcn 2019