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What's next in UA? - @thomasbcn at Applause 2019

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Keynote @thomasbcn at Applause.io, Barcelona 2019

Published in: Mobile

What's next in UA? - @thomasbcn at Applause 2019

  1. 1. © thomasbcn 2019 @thomasbcn What’s next in UA?
  2. 2. © thomasbcn 2019 What’s next in UA? • App channels evolution • RIP UA manager • Tracking limitations?
  3. 3. © thomasbcn 2019 1. UA channels : more of the same
  4. 4. © thomasbcn 2019
  5. 5. © thomasbcn 2019 Facebook is going UAC!
  6. 6. © thomasbcn 2019 Facebook
  7. 7. © thomasbcn 2019 Google Read more: Apptamin’s blog
  8. 8. © thomasbcn 2019 Beyond the duopoly Credit Lorenzo Rossi, the Ad-vengers
  9. 9. © thomasbcn 2019 The “next five” (inc. web + Microsoft, Verizon. Source: LUMA)
  10. 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. 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. 12. © thomasbcn 2019 2. RIP UA manager consumeracquisition.com
  13. 13. © thomasbcn 2019 consumeracquisition.com
  14. 14. © thomasbcn 2019 The return of mad men
  15. 15. © thomasbcn 2019 Storytelling is back in fashion 95% of new concepts fail. 10x creatives make a 100x difference
  16. 16. © thomasbcn 2019
  17. 17. © thomasbcn 2019 Increasing data complexity useracquisition.com
  18. 18. © thomasbcn 2019
  19. 19. © thomasbcn 2019 Creative testing processes
  20. 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. 21. © thomasbcn 2019 Source: Mobile Fix 24/5 Predictive creative testing
  22. 22. © thomasbcn 2019 AI era. Go BIG, or go home
  23. 23. © thomasbcn 2019 3. Tracking: flying blind? • SANs attribution • GDPR 2.0 • Apple killing the IDFA?
  24. 24. © thomasbcn 2019

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