Ep. 92 Guaranteeing Profitability through testing and analysis

Today’s guest brings a decade of experience in mobile app marketing. He’s weathered the changes in the industry before and is confident his company will be able to continue guaranteeing profitability for mobile app companies, across verticals, despite the tides of change. Find out how he’s expanded across verticals and his approach to creatives.

Grégoire Mercier is the CEO and founder of Addict Mobile, a leading marketing company for mobile apps based in Paris, France with offices in over 20 countries. Grégoire has been in the mobile app industry for 10 years, getting his start at Gameloft and eventually starting his own mobile games studio.

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• What enabled you to be able to do marketing for games to broaden your scope to service any vertical?
• How do you approach creatives across verticals to increase efficiency?
• Has your team discovered any best practices when it comes to what works with creatives?
• Do you feel confident in your ability to always drive profitability for your clients?
• What are you looking forward to this year as it relates to Addict Mobile?

• 1:43 Grégoire’s background
• 7:37 From gaming to all verticals
• 13:24 Unlimited creatives for UA clients
• 19:23 Addict’s “rules” for creative
• 25:30 How Addict guarantees profitability
• 29:45 Expansion in the US

(10:11-10:45) “Many gaming studios can be good clients for us for one game, but at some point, this game becomes less profitable and then budgets decrease a lot. And, sometimes mobile games studios just die because it’s a very tough market and you can’t only rely on one game. So, they have a very volatile kind of client. Whereas other verticals, like e-commerce companies for example, which is very basic but same for VTC companies, companies like Uber or others, they spend forever until their ad business works.”

(13:35-14:18) “Very early in our development, we decided to really focus on [creatives], managing all the production of creatives internally, giving them for free to our clients so they don’t pay for it when we do user acquisition for them. And we are open to do an unlimited number of creatives for them all along the projects for free. We decided to do it very early at the very beginning of the company because for me it was of use--without it can’t do good UA. So if we don’t do good UA for clients, if the apps are not profitable because our clients don’t have the capacity to make enough creatives, the campaigns will just not work, and then we won’t be profitable, and then we just won’t scale, and at the end of the day, the clients just leave.”