Meet the Addict Mobile team !

Publié le 8 Dezember 2019 | Catégorisé dans
addict mobile blog default blog 05

Addict Mobile counts within its team around 15 Account Managers, who assist on a daily basis our customers to develop efficient and cost-effective acquisition campaigns.

Please meet Antoine, who’s gonna tell you more about his daily mission…

Addict Mobile - RH - company mobile marketing

Hello Antoine. You are Account Manager and Product Owner at Addict Mobile. Could you tell us a few words about yourself?

Having just graduated from Audiencia Nantes School of Management, I joined Addict Mobile almost a year ago as an Account Manager [AM].

Could you briefly outline your main duties? What do you like best about your job?

At Addict Mobile, every Account Manager is exclusively in charge of several client accounts. On a daily basis, this translates into negotiating CPIs [costs-per-install], a lot of customer relations, tracking tests, and optimization. At Addict Mobile, we work in two divisions: the Facebook team and the Network team. I am part of the Network Team. Due to the nature of networks, I work without pre-targeting. My daily tasks consist in doing precise and real-time optimization. This requires a lot of data crunching; I generate relevant data and stats depending on my client’s needs and objectives. I love this job, because I find this is like detective work. And here is the real crux of the matter: without optimization, without constant adjustments, my clients’ campaigns wouldn’t be at all cost-effective. It’s my role as AM to ensure that the campaigns work well in order to guarantee a positive ROI  [return on investment]. Thanks to my experience at Addict Mobile, I’ve been able to acquire technical skills, but I’ve also developed a real passion for the mobile sector, mainly because it’s very dynamic and I’m learning something new every day. We enjoy a great flexibility at Addict, and I’ve been able to establish myself as Product Owner on a major project. The code name is “the Dashboard”. It’s the culmination of an idea that has mobilized all the teams for the past year and a half.

Could you tell us more about this Dashboard?

It’s an interface between the AMs, the clients, the sales team, and the developers. It is about to go live, we’re currently beta-testing it: it will eventually become a self-service platform, updated daily and oriented towards Customer Service and Customer Success! Once the interface has been launched, our job will focus more on managing projects and resources. We are the only company in the European market to offer a DMP (Data Management Platform). For us, this is a real time saver, and optimization will be all the more precise. Customers will be able, through the dashboard, to watch their campaign unfold practically in real time, while being able to control their objectives.

What made you decide to join the Addict Mobile team?

I love the spirit of a start-up, and all the challenges and responsibilities that my job as Account Manager has to offer. As far as the mobile sector, it is constantly changing. I didn’t know much about it before joining the company, but I have received extensive training which allowed me to get a better grasp of mobile marketing.

What does it take to be an AM?

One must be good at analytics and know how to find the data that makes the difference. You need to be self-disciplined and well organized.

What advice would you give to someone wanting to work in the mobile sector?

This is a very complex sector. I think one must be very curious to succeed. One mustn’t be afraid to work in a constantly changing environment where one keeps learning.

What do you find most time-consuming?

Most time-consuming is the back-and-forth between the designers and the customers in order to generate the visuals. Next, establishing app tracking also takes a lot of time because it requires a lot of manual testing.

On the other hand, I love spending time with my clients to understand their needs. It’s very important to be completely transparent with the advertisers. Once an ad doesn’t work, we try others and test them on several networks.

Can you name a challenge you have overcome and which you’re particularly proud of?

I’m proud of the successful campaign for BlaBlaCar on which I’ve been the Account Manager since March 2015. We started doing ads in France, and now we have presence in 6 regions, including Brazil!

How do you tell apart good sources from bad in a new, but very competitive market, such as the mobile market?

There is a great deal of test-and-learn. The clients know it, and a test phase is necessary when one isn’t focusing on the objectives. But once the best sources have been identified, one can reach levels of profitability attractive to any developer with an app.

Thank you Antoine !

Addict Mobile isn’t only a tech, it’s an experienced and dedicated team. The AM team’s expertise is essential in today’s mobile advertising market. Without their constantly improved knowledge, it would be impossible to lad profitable acquisition campaigns. The Dashboard is the result of the sum of all our skills, adapted to a competitive mobile environment.


Article en relation

addict mobile blog default blog 05

Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile

  Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind.   Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective.   Activated sources: Facebook, Google and Snapchat.       City Targeting, a challenge for mobile app acquisition   Broadcasting acquisition campaigns on a city scale implies several constraints:   – The more restricted the targeting, the higher the acquisition costs.   – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives.         How to keep acquisition costs low with specific targeting?   By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance.   By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]

Publié le 7 April 2021

The mobile app ecosystem is consolidating!

The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger.   Brief overview     Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]

Publié le 1 April 2021

Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)

In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain.   Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences.   If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version.   This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch.  Furthermore, these locations, featuring […]

Publié le 29 März 2021

Nos bureaux