Tapjoy was featured in several categories of AppsFlyer’s latest Performance Index, including a place on the Top 15 overall universal ranking.

Tapjoy clearly had an impressive 2018 in terms of mobile performance, because the accolades keep pouring in. Just one month after we were featured in Singular’s 2019 ROI Index, Tapjoy received a notable mention in AppsFlyer’s newly-released Performance Index.

The Performance Index is an industry standard report card that ranks advertising networks in terms of performance, growth, volume, and overall ROI. This is AppsFlyer’s eighth edition of the report, which measures 20 billion installs and 39 billion app opens during H2 2018. Tapjoy did quite well, all things considered — we ranked in nine global indexes and several regional indexes. Here’s the global list:

“We’re absolutely pleased to see Tapjoy featured so prominently on AppsFlyer’s latest Performance Index,” Sarah Chafer, SVP Global Performance at Tapjoy said. “This is further evidence that Tapjoy is maximizing engagement with the most successful apps on our platform, be they gaming or entertainment.”

But it gets better. Tapjoy was also referenced as one of the premium ad networks that have started cutting into Facebook and Google’s gaming performance growth.

“The superiority of Facebook and Google — aka the duopoly — in the digital ad space is a well-known fact. It is also widely perceived that their domination is only growing with time,” AppsFlyer writes. “However, in-app install advertising, it is worth noting that although their combined market share is significant, it’s not growing.

“Interestingly, we found that their share in the non-gaming space was 45% higher than in gaming. The reason for this is that several premium SDK networks — namely AppLovin, ironSource, Unity Ads, Vungle, and Tapjoy — have been focusing their efforts to meet the demands of gaming apps, leading to an increasingly larger piece of the pie.”

You can check out the full index right here to read the full rankings and various industry insights. We’d like to thank AppsFlyer for compiling this report, and congratulate everyone else who was featured! Good luck for 2019!

Looking to brush up your mobile marketing fundamentals? Take a look at our latest strategy article, “What Is Mobile Advertising?

Don’t forget to make room in your schedule for these fascinating sessions from leading publishers and platform providers.

GDC is almost here. If you’re anything like Tapjoy’s team members, that means you’re currently attempting to cram as many sessions, meetings, and parties into a ludicrously crowded schedule. GDC 2019 has an excellent line-up on that front, but mobile monetization professionals will definitely want to check out these sessions for some particularly valuable insights.

 

The ‘Flappy Bird’ that Laid the Golden Egg: Success in Hyper-Casual

Speaker: David Fox (CEO, Double Coconut)

Date: Tuesday, March 19

Time: 4:40pm – 5:10pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Hyper-casual is mobile gaming’s fastest-growing genre, and its success traces back to the hugely successful Flappy Bird. In this GDC feature session, Double Coconut’s David Fox will highlight this mobile classic as a case study for today’s hyper-casual market. Along the way, Fox will emphasize the importance of polished gameplay experiences, and define the elements required of a high quality mobile game design.

 

Gone in 15 Seconds: Acquiring Sticky Players in an Instant World

Speakers: Eleanor Haeg (Head of Creative Strategy, Unique Influence), Taylor Lundgren (Sr. Digital Manager, Unique Influence), Conrad McGee-Stocks (Growth Lead, Uken Games), Rose Agozzino (Sr. Marketing Specialist, Ludia), Alex Pan (Director, Performance Marketing, Seriously Digital Entertainment)

Date: Tuesday, March 19

Time: 11:20am – 12:20pm

Location: Room 2000, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference, GDC Summits, Expo Plus, Audio Conference + Tutorial, Indie Games Summit

With thousands of apps launched each day, attracting new players is a pressing challenge for developers and marketers. This session will outline Unique Influence’s testing process for ad creative, offer suggestions for iterating findings, and make content suggestions for rising inventory sources.

 

Design by the Numbers: Using Data for Good

Speaker: Evan Losi (Lead Game Designer, Scopely)

Date: Tuesday, March 19

Time: 1:20pm – 1:50pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Mobile games are overwhelmingly popular, but user data can make them even better. Scopely’s Evan Losi will describe the launch for Looney Tunes: World of Mayhem while highlighting design insights generated from ongoing data tracking. With this data in hand, developers can use analytical tools to find and correct any potential design flaws.

 

Top 3 Mistakes of ‘Angry Birds 2’

Speaker: Mans Wide (Executive Producer, Rovio)

Date: Tuesday, March 19

Time: 2:10pm – 2:40pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Rovio’s Angry Birds was a smash hit that defined mobile gaming, but Angry Birds 2 had a more tepid critical reception than the original. Executive Producer Mans Wide will candidly explore the bad calls that impacted Angry Birds 2, highlighting three design lessons that took over four years to learn.

 

Three Technology Trends That Will Shape the Next Generation of Gaming

Speaker: Erik Smith (Head of Account Based Marketing, Arm Treasure Data)

Date: Wednesday, March 20

Time: 10:30am – 11:00am

Location: Room 3020, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference, Summits, Expo Plus, Audio Conference + Tutorial, Indie Games Summit

The video games industry has undergone dramatic changes over the past decade, but we might not have seen anything yet. Arm Treasure Data’s Erik Smith will review the latest trends in mobile gaming, AR technologies, and streaming audiences while suggesting ways the three fields might soon converge.

 

Making Games That Stand Out and Survive

Speaker: Nick Popovich (CEO, Monomi Park)

Date: Thursday, March 21

Time: 11:30am – 12:30pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference

With increased competition in the industry, how do you make your game stand out? Slime Ranger director Nick Popovich will share hard truths about making your game stand out without breaking your marketing budget.

GDC 2019 will run from March 18-22 at San Francisco’s Moscone Convention Center. We hope to see you there!

 

You could have the most engaging, innovative, and revolutionary marketing campaign at your fingertips, but it’s the end installs that matter. Find out more in our latest strategy article, “What Is CPI Marketing?

Games Workshop and Fighting Fantasy co-founder Ian Livingstone will summarize 40 years of game industry trends in a Tapjoy-sponsored event.

Advertising Week Europe starts on Monday, and we have a special guest we can’t wait to show off. On March 19th, Tapjoy will introduce a talk with Ian Livingstone, co-founder of Games Workshop and a legend among game creators for all platforms.

As part of “The Power of Play”, Livingstone will summarize 40 years within the games industry — from tabletop roleplaying to the growth of mobile platforms. While recounting these experiences, he’ll explore the impact of digital technologies on consumer habits, business models, and interactive narratives.

Livingstone has been referred to as a “Patient Zero” of the UK’s gaming industry, and we’re inclined to agree with that assessment. While living with flatmates Steve Jackson and John Peake, the trio founded Games Workshop and went on to define much of the nation’s gaming culture. In its early years, Games Workshop brought us the Warhammer Fantasy and Warhammer 40,000 franchises, each of which remains impressively popular today. Livingstone was also one of the personalities responsible for bringing a little game called Dungeons & Dragons to Europe, proving the skepticism of distributors wrong.

Yet Livingstone’s creative achievements go beyond Games Workshop. He and Steve Jackson partnered once again to create the Fighting Fantasy role-playing gamebooks — a creative reworking of the concepts behind Dungeons & Dragons and the Choose Your Own Adventure series. Livingstone himself personally wrote much of its 59-volume run, the most popular of which have been re-published by Scholastic. Outside of writing, Livingstone transitioned into video games when he became the president and CEO of Eidos Interactive. During his tenure, he secured several major gaming franchises, including Lara Croft: Tomb Raider and Hitman.

Tapjoy’s “The Power of Play” is just one event taking place at Advertising Week Europe, a marketing convention that highlights trends, challenges, and technologies behind our industry. The event will be located on the By The Numbers Stage at London’s Picturehouse Central on March 19, 2019 at 2:20 pm. We hope to see you there!

Looking for engaging perspectives from mobile influencers? Take a look at our recent conversation with IAB’s Susan Borst.

Tapjoy is proud to announce that our Chief Revenue Officer Shannon Jessup has been named “Mobile Growth Leader of the Year” by mBolden, an organization that aims to champion women in leadership positions working in the mobile, digital, and tech industries. The award was issued at Mobile Growth Summit in San Francisco, CA, earlier this week.

In nearly a decade at Tapjoy, Shannon’s hard work and dedication have been integral to our success. Her formidable knowledge and skill, particularly in sales and operations, are matched by her inspiring leadership. Shannon truly cares about her team and has been a joy to work with. This award is well-deserved, and the entire team at Tapjoy is very proud.

Mobile Growth Leader of the Year was one of only four awards mBolden gave out at MGS; the others were the Champion of Women Award, Rising Star Award, and People’s Choice Award. Shannon is in great company among the other inspiring winners: Miriam Aguirre, SVP of Engineering at Skillz esports; Taylor Gobar, Senior User Acquisition Manager at Hopper; and Sheryl Tullis, Head of Marketing and Communication at TA Group Holdings (and former Co-President at mBolden).

Mobile Growth Summit in San Francisco is an annual event that drew about 1,500 attendees in 2019, according to its website. The summit is billed as “the world’s largest mobile growth conference,” and MGS also hosts other events worldwide throughout the year.

Once again, Tapjoy would like to congratulate Shannon on being named the Mobile Growth Leader of the Year, as well as all of the women showing extraordinary leadership in the mobile and tech industries.

Former Chief Product Officer takes over as CEO while Steve Wadsworth transitions to Chairman of the Board

This week we announced Jeff Drobick as our new President and Chief Executive Officer, effective immediately. Drobick takes over for Steve Wadsworth, who transitions from his role as CEO to Chairman of Tapjoy’s Board of Directors.

Jeff Drobick has served as Chief Product Officer (CPO) of Tapjoy since 2013, driving the company’s overall product vision and strategy while overseeing its product management, design, engineering, devops and data science teams. Prior to Tapjoy, Drobick served as CEO of Geeknet Media and also spent nearly 12 years at eBay, where he held technology positions such as Vice President of Customer Service Technology and Vice President of IMD & Product Development. Prior to eBay, he spent nearly 8 years in Accenture’s global technology practice.

As Tapjoy’s CPO, Drobick worked closely with Wadsworth to lead the company through a period of tremendous innovation. He helped establish the company as the leader in mobile opt-in, value exchange advertising and claim significant market share in the areas of app monetization, rewarded video, rich media and programmatic advertising. Drobick’s appointment to CEO ensures a seamless transition and continued oversight of the product initiatives and commercial outreach fueling Tapjoy’s momentum.

“It is a great honor to follow in Steve’s footsteps as we continue to drive innovation and growth for mobile publishers seeking better monetization and advertisers seeking a highly engaged audience,” said Drobick. “We have a great leadership team and passionate employees helping our customers reach about 800 million consumers every month. That’s pretty remarkable, and the partnership across our commercial, technical and functional teams is a key driver behind the results. I’m also excited to continue working with Steve as Chairman, and as CEO I will carry forward our mission, vision and values for our customers and shareholders.”

Steve Wadsworth has served as CEO of Tapjoy since 2012. He was previously President of Disney Interactive Media Group and SVP & Chief Financial Officer of Walt Disney Internet Group. Wadsworth oversaw the company’s successful acquisitions of 5ROCKS, a mobile marketing automation and analytics company, and Tapdaq, an advertising mediation and app monetization platform. During his tenure, Tapjoy was named one of the “World’s Most Innovative” companies by Fast Company, and the company has experienced accelerating revenue growth and more than two years of expanding profitability.

“I am very proud of what the team has accomplished over the years as we established ourselves as a leader in mobile advertising and app monetization,” said Wadsworth. “The ecosystem is maturing rapidly, and with Tapjoy poised to release a number of new innovations, now is the right time for Jeff to take over. He is a great leader with exceptional vision, and he was the obvious choice to serve as our next CEO. I have the fullest confidence in him and the team to continue driving the industry forward and creating value for all of our customers, partners and stakeholders.”

Wadsworth will take over as Chairman from Warren Jenson, who was elected as Tapjoy’s Non-Executive Chairman in 2013 and will remain as an independent Board Member. Jenson is currently President, CFO and Executive MD of International at LiveRamp. He previously has held senior leadership positions at Electronic Arts, Amazon.com and National Broadcasting Company (NBC).

Jenson said, “Jeff’s promotion to CEO is a natural progression for the company as we look to capitalize on its success. The Board and I have 100 percent confidence that Jeff’s leadership and ability to execute make him the perfect person to help Tapjoy generate positive returns for all stakeholders while delivering innovative advertising and app monetization products to the market. We are extremely grateful for Steve’s significant contributions over the last several years, and we are delighted that he will continue to lend his expertise as Chairman of the Board.”

We also announced the promotions and expanded responsibilities of several executives, including Shannon Jessup to Global Chief Revenue Officer; Benjamin Chen to SVP & GM, Global Developer Relations; Sarah Chafer to SVP, Global Performance; Emily McInerney to Global VP of Marketing; Surendra Pathak to SVP of Platform Engineering and Moonsik Kang to SVP of Engineering.


Tapjoy Appoints Jeff Drobick Chief Executive Officer was originally published in Tapjoy on Medium, where people are continuing the conversation by highlighting and responding to this story.

Tapjoy was recognized in Singular’s ROI Index yet again, showcasing our growth regionally and globally.

Here at Tapjoy, we pride ourselves on being the platform of choice for the world’s best mobile developers and advertisers, especially when it comes to performance-driven growth. That’s why we were excited to open up the 2019 Singular ROI Index and discover that we’d rocketed into 8th place among top media sources, up from our last year’s 15th place ranking.

What is the Singular ROI study?

Singular’s ROI Index is a massive study of $1.5 billion in ad spend from over 700 unique media sources. But unlike other reports which emphasize overall revenue or network size, the Index puts a laser-focus on ROI. It combines marketing campaign data, mobile attribution, and customer data to provide these highly granular insights.

Other rankings that have us excited:

“I’m immensely proud of our performance teams around the world who put so much effort into increasing our efforts with mobile developers and advertisers,” Sarah Chafer, SVP of Global Performance at Tapjoy. “These results correlate with continued Year-On-Year growth that we fully expect to continue in the years ahead.”

You can download the full 2019 Singular ROI Index from this link for other rankings and insights in the mobile marketing field.

Want to brush up on more mobile app marketing fundamentals? Check out “What Is In-App Marketing?” and take a deep dive into tips for developing your own unique campaigns.

Former Chief Product Officer takes over as CEO while Steve Wadsworth transitions to Chairman of the Board

This week we announced Jeff Drobick as our new President and Chief Executive Officer, effective immediately. Drobick takes over for Steve Wadsworth, who transitions from his role as CEO to Chairman of Tapjoy’s Board of Directors.

Jeff Drobick has served as Chief Product Officer (CPO) of Tapjoy since 2013, driving the company’s overall product vision and strategy while overseeing its product management, design, engineering, devops and data science teams. Prior to Tapjoy, Drobick served as CEO of Geeknet Media and also spent nearly 12 years at eBay, where he held technology positions such as Vice President of Customer Service Technology and Vice President of IMD & Product Development. Prior to eBay, he spent nearly 8 years in Accenture’s global technology practice.

As Tapjoy’s CPO, Drobick worked closely with Wadsworth to lead the company through a period of tremendous innovation. He helped establish the company as the leader in mobile opt-in, value exchange advertising and claim significant market share in the areas of app monetization, rewarded video, rich media and programmatic advertising. Drobick’s appointment to CEO ensures a seamless transition and continued oversight of the product initiatives and commercial outreach fueling Tapjoy’s momentum.

“It is a great honor to follow in Steve’s footsteps as we continue to drive innovation and growth for mobile publishers seeking better monetization and advertisers seeking a highly engaged audience,” said Drobick. “We have a great leadership team and passionate employees helping our customers reach about 800 million consumers every month. That’s pretty remarkable, and the partnership across our commercial, technical and functional teams is a key driver behind the results. I’m also excited to continue working with Steve as Chairman, and as CEO I will carry forward our mission, vision and values for our customers and shareholders.”

Steve Wadsworth has served as CEO of Tapjoy since 2012. He was previously President of Disney Interactive Media Group and SVP & Chief Financial Officer of Walt Disney Internet Group. Wadsworth oversaw the company’s successful acquisitions of 5ROCKS, a mobile marketing automation and analytics company, and Tapdaq, an advertising mediation and app monetization platform. During his tenure, Tapjoy was named one of the “World’s Most Innovative” companies by Fast Company, and the company has experienced accelerating revenue growth and more than two years of expanding profitability.

“I am very proud of what the team has accomplished over the years as we established ourselves as a leader in mobile advertising and app monetization,” said Wadsworth. “The ecosystem is maturing rapidly, and with Tapjoy poised to release a number of new innovations, now is the right time for Jeff to take over. He is a great leader with exceptional vision, and he was the obvious choice to serve as our next CEO. I have the fullest confidence in him and the team to continue driving the industry forward and creating value for all of our customers, partners and stakeholders.”

Wadsworth will take over as Chairman from Warren Jenson, who was elected as Tapjoy’s Non-Executive Chairman in 2013 and will remain as an independent Board Member. Jenson is currently President, CFO and Executive MD of International at LiveRamp. He previously has held senior leadership positions at Electronic Arts, Amazon.com and National Broadcasting Company (NBC).

Jenson said, “Jeff’s promotion to CEO is a natural progression for the company as we look to capitalize on its success. The Board and I have 100 percent confidence that Jeff’s leadership and ability to execute make him the perfect person to help Tapjoy generate positive returns for all stakeholders while delivering innovative advertising and app monetization products to the market. We are extremely grateful for Steve’s significant contributions over the last several years, and we are delighted that he will continue to lend his expertise as Chairman of the Board.”

We also announced the promotions and expanded responsibilities of several executives, including Shannon Jessup to Global Chief Revenue Officer; Benjamin Chen to SVP & GM, Global Developer Relations; Sarah Chafer to SVP, Global Performance; Emily McInerney to Global VP of Marketing; Surendra Pathak to SVP of Platform Engineering and Moonsik Kang to SVP of Engineering.

Tapjoy has recently been ranked among the top advertising networks for hyper-casual games in the world.

Here at Tapjoy, we’ve spent lots of time working on hyper-casual games, the mobile sub-category that practically became an overnight sensation. We’ve partnered with some of the world’s most successful hyper-casual publishers to deliver high-value marketing campaigns — now we can safely say it’s paid off for everyone involved.

Earlier this month, the good folks at Tenjin published their 2018 hyper-casual benchmark report, a comprehensive analysis of 240 million game installs using in-house data. While reading, we spotted a great shout-out for Tapjoy: we’re one of the top hyper-casual user acquisition networks in the world, and among the most cost-effective advertising platforms. Wow!

We’re absolutely thrilled to learn Tapjoy has played such a major role in developing the hyper-casual genre, and would like to assure you we’re not stopping here. We’ll continue to leverage our powerful advertising technology to help marketers from publishers large and small, while helping you best engage with mobile audiences. We also publish our own in-depth white papers, showing marketers how to connect with a wide range of high value audiences.

Don’t forget to take a look at Tenjin’s full report, which has all kinds of fascinating details and insights. (Did you know Mexico is one of the most cost-effective nations for iOS publishers?) If you’d like to find out how Tapjoy can help your hyper-casual game or campaign, please reach out today!

Tapjoy is one of the early adopters of the IAB’s Open Measurement SDK.

Last April, the IAB Technology Lab released its Open Measurement SDK, a set of tools designed to facilitate third-party viewability and verification measurement for ads in mobile app environments. While the OM SDK simplifies and adds efficiences to processes running across multiple system platforms, it is not without its complexities. That’s why IAB unveiled the Open Measurement SDK certification program, which has just been endorsed by the Media Rating Council (MRC). Only 14 companies have been certified so far – including Tapjoy – with many more on the way.

Having completed the certification process, Tapjoy can speak to the inherent value of the OM SDK. Advertisers feel more confident in the value of our mobile inventory, while game publishers can easily access reliable monetization metrics using the SDK. We’d like to encourage all mobile marketers to join the measurement companies, global ad platforms, and major app publishers who are supporting this platform today.

“In the past, a lack of consistency in measurement artificially inhibited the growth of mobile in-app advertising,” said Paul Longhenry, Tapjoy’s senior vice president of strategy, corporate and business development. “The Open Measurement SDK gives our advertising partners an unprecedented level of transparency and measurement by enabling the independent, third-party reporting of their choice. Currently, around 75% of our inventory is OM-enabled and measurement is no longer the inhibitor it once was.”

Today, the OM SDK is at various stages of deployment in hundreds of thousands of apps, with a global reach of 2 billion Android and iOS devices. IAB currently plans to continue supporting the SDK’s adoption while enabling VAST and other ad formats to use the SDK in programmatic channels.

To find out more about the OM SDK certification program, please visit the IAB tech lab.

Tapjoy’s Jamie Williams recently moderated a panel discussion entitled “How to Target and Grow Mobile Users” and uncovered unique branding insights that have the potential to benefit every app category.

Earlier this week, our Games Account manager Jamie Williams took to the Mobile Venture Summit stage in Los Angeles. Her panel was called “How to Target and Grow Mobile Users”, and it explored the key acquisition and retention challenges marketers face in a mobile-focused world. The end result was a fascinating discussion that crossed industry backgrounds, thanks to DraftKing’s Jayne Pimentel Peressini, LegalZoom’s Chelsea Lynn-Schulz, and IMVU’s Lomit Patel.

Throughout the panel, one recurring theme was that mobile-first marketing is about far more than placing ads on mobile platforms. Brands must put in the research and effort to find out their audience’s specific needs, and how they interact with the platform itself. Even once that is established, developing engaging creatives that integrate with the mobile experience can be a skill set in itself.

While mobile devices are certainly disruptive, they don’t always disrupt audiences in the ways you’d expect. Lynn-Schulz learned that at LegalZoom when the brand took a mobile-first approach, only to find out that audiences used mobile platforms for informational purposes, not purchasing. Desktop power users remained a high-value target audience, and LegalZoom needed to shift its strategy accordingly. “It really made us step back and retest how we’re reaching these audiences and what we’re putting in front of them,” Lynn-Schulz explained. “What we expected them to go after wasn’t what they wanted.”

In this spirit, understanding your audience is the most important mobile strategy for brands. Users are acquired through many avenues, from gaming to social media, and each platform acts as an audience to itself. As such, marketers need to use different optimization for each platform, and specifically target creatives to increase engagement. “Customers will use social media, but not necessarily buy anything through Facebook,” Lynn-Schulz said. “We have to take a step back and find an opportunity to develop the brand.”

It’s also essential to use put thought into your creatives. Mobile marketers are seeing success across several formats – be it video, static images, or playables – but they still need to reflect the needs of users. “We’ve seen success with ads that emphasize user-generated avatars and virtual worlds,” Patel said of creative that engages with gaming audiences.

Video is one of the largest creative formats, but playables are also showing promise. Peressini noted that one playable ad was so fun, users complained because it was more exciting than the actual game. That said, playables are still an emerging creative that is still undergoing development, which can be time-consuming — DraftKing has already been experimenting for an entire year. “Playables is a long game that requires testing,” Peressini said. “You have to be willing to commit for years on mobile playables to make it work.”

Despite these challenges, the experiences of Lynn-Schulz, Peressini, and Patel bore striking similarities, and shows there is more common ground between mobile marketing industries than one might think. That’s why we’re thankful events like Mobile Venture Summit exist to bring us together and generate new strategies that uplift the entire field. We’d like to thank our panelists and everyone who made this summit such a success!