App Monetization Strategies in Emerging Markets: An Interview with Bindu of DCMN

3 min


With the speedy progress of cellular app market, how can app entrepreneurs anticipate to see the ad-tech evolve over the subsequent few years? In the 2nd installment of our interview collection, right here’s what Bindu Balakrishnan, Country Head, India – DCMN, needed to say about app monetization challenges in rising markets like India.

Bindu BalakrishnanBindu Balakrishnan leads the Indian operations of DCMN, a global progress advertising specialist and trade innovator in the fields of media, artistic and expertise. Previously, she co-founded 1SDK a cellular attribution analytics firm. Bindu has a deep understanding of the Indian e-commerce and cellular ecosystem. She setup DCMN India and continues to spearhead DCMN’s progress. Under her management, DCMN has disrupted the normal TV promoting panorama in India and introduced transparency and measurability to TV campaigns for digital manufacturers.

Bindu studied on the prestigious Indian Institute of Management Kozhikode. She is a eager supporter of social causes and an avid traveler.

Here are our seven questions and her profitable solutions,

1. What do you suppose is the largest false impression that app builders have had with regards to promoting an app?

App builders with little or no publicity to promoting are very price acutely aware and fear about return on funding. The greatest false impression is that promoting is dear with no actual technique to immediately measure its affect, when in reality the newest attribution applied sciences imply the reverse is true.

2. How may builders be benefited with TV promoting campaigns?

TV promoting helps scale effectively past the digital advertising efforts for selling an app. It helps attain a lot bigger audiences in a clutter-free, brand-safe channel. Also, being current on TV offers a sure credibility and promotes belief in the model in the eyes of the viewer. Most of all, now it’s doable to measure the affect of your TV promoting utilizing comparable metrics as you already use for digital advertising.

3. Based in your expertise what are the frequent hurdles confronted by app entrepreneurs?

It requires extra advertising effort to face out among the many tens of millions of apps on the market and the associated fee of buying customers for the app is ever rising. Further, buying customers shouldn’t be sufficient; retention and engagement are additionally wanted with nice person expertise and distinctive product options to keep off the menace from copycat apps that hold mushrooming. The continuously altering guidelines of the app shops and platforms don’t assist both.

4. Is app monetization difficult in rising markets like India?

Emerging markets like India have their very own challenges with app monetization as a result of decrease lifetime worth (LTV) of customers, which impacts the most typical app monetization technique used right here (ad-based monetization). In-app buy is one other monetization mechanism generally used in video games and utility apps to unlock options or ranges of cost however this has not but claimed as an enormous share of revenues in India as in the west.

Pay-to-download and subscriptions have proven attraction restricted to few premium content material and leisure apps solely. Monetization by promoting app information on viewers marketplaces is a comparatively newer choice however this has obtained privateness considerations as has been seen in the information recently with the latest Facebook-Cambridge Analytica fiasco. So, sure app monetization is difficult in India and requires a blended method based mostly on the app and the class that it belongs to.

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5. What is your view on remarketing on cellular?

Remarketing on cellular in the US/EU markets has been challenged recently as a result of limitations launched in iOS 11 by Apple final yr on cross-domain monitoring inside Safari. Although this has restricted affect in India as iOS represents a a lot smaller market share in the Indian market (< 3%). Otherwise, remarketing on cellular stays a strong and efficient technique as a result of availability of a lot richer information (e.g. in-app occasions) and context (e.g. location).

It permits use circumstances like re-targeting customers who’ve deserted their carts in e-commerce apps, re-engaging dormant app customers with brisker content material and new options. Data used may very well be from the app developer’s CRM/analytics platform or from cellular attribution analytics platforms that can help you create and export person segments that may then be re-targeted on varied platforms (Facebook, DSPs and many others.).

6. What new options or improvements in the cellular advert tech market you’re bringing to the market now or in the close to future?

We have been working measurable TV campaigns for cellular apps efficiently in the Indian market the place we’re at the moment providing TV analytics expertise totally free. We wish to take our analytics capacity to the subsequent stage with real-time detection of TV advert spot airings (at the moment that is being examined in our EU markets). This would assist carry down the time it takes to get information about TV advert airings from days to minutes.

In addition, we now have developed a product to assist app entrepreneurs to reply to delicate behavioral modifications utilizing our intention & conduct concentrating on capabilities.

7. What could be your high Three recommendation for an app startup CEO?

  • Use the same old Facebook/Google channels to start out your paid promoting efforts.
  • Add programmatic media shopping for to the combination to scale it additional
  • Add TV to succeed in customers in a brand-safe, clutter-free approach, after which use an analytics software to measure ROI in your TV campaigns.

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