A Guide to Whale Watching

Hi there!
How have you all been?

Just over a week on the job and the work is piling up as we’re getting ready for the Casual Connect conference which we’ll be attending next week in London.
At the conference, Yaniv, our CEO, will be presenting three super interesting case studies on Wednesday the 29th at 10am. So if you are in London next week, don’t be shy and come see that lecture. Also don’t forget to stop by booth #305 so we can meet up.

Anyhow, today I’d like to drop a few lines to the marketers out there in the audience.  
I am still learning about SOOMLA and doing my best to reset my mind from Fin-tech marketing to Ad-tech marketing. Definitely an interesting challenge and one which has made me stumble upon something big for marketers – Whales.

Whale watching

Were you aware that 20% of app users drive as much ad revenue as 80% for publishers?
Do you know how to spot them?
We at SOOMLA call them Ad Whales and have found a way to identify them.

Imagine you are a marine biologist who needs to find a way to spot whales in the ocean for scientific reasons. Where would you start?
Some would look at coordinates where whales have been previously spotted.
But that wouldn’t be very effective, would it?
You would need to spend various resources such as time and gas – all you end up doing is just sitting in the middle of the ocean hoping something happens and maybe a whale will swim by.

What if you could actually know where the whales are in real-time?
Let’s say that in the past you managed to put a radio trace on a few whales, and by monitoring their tracks, you were lead to larger groups of whales.
Wouldn’t that be awesome?
What if you could also spot a shark which was stealing the food from the whales? Wouldn’t it be great to be able to prevent him from doing that?

Make no mistake, I have no intention in sending you off to sea, to fight sharks. But I do want to explain the opportunity SOOMLA offers it’s clients by being able to spot those whales (the app users, not the animals) for them.


“There she blows!“

Herman Melville, Moby Dick

Unlike In-App Purchases, ad revenue events are not generated inside your app. Finding the Ad Whales is almost impossible unless you have an ad analytics system set in place. SOOMLA’s technology allows you to trace ad revenue back to the user level. Once you have access to the platform, it’s easy to see which are the users that contribute the most amount to your ad revenue.

If you have been practicing web/mobile marketing in the past few years (Facebook first introduced this feature in 2013), surely you know what lookalikes are. Not only Facebook has the monopoly on lookalikes but Google and Twitter also offer similar features which advertisers can use effectively.

As mentioned, SOOMLA platform is a platform for tracing ad revenue. It allows you to get granular data about each and every user and identify the users who contribute the most ad revenue.

Once you have that information it could be very helpful in guiding you how to spend your advertising budget in a smart way. You could learn more about the demographics and interests of these users and find more users who share similar characteristics. Better yet – you can let the lookalikes algorithm do this job for you and simply sit back and see your user acquisition campaigns target only those users who are similar to the Ad Whales you found, or make decisions which will prevent you from losing precious users as well. 

I hope that made sense to you and that you can now see why SOOMLA’s platform is such a great catch (pun intended).

See you around. Maybe in London…

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