Acquisition & Engagement

Spotlight On: AppLovin’s CEO

Becky Doles

This is an exclusive Q&A with Adam Foroughi, CEO of AppLovin. Adam is scheduled to be a panelist at

Q: In terms of user acquisition, what do you see as the biggest opportunity for marketers right now?

There’s so much that can be done in terms of getting smarter about user acquisition. Marketers no longer have to just buy installs — they can actually buy them for return on ad spend.

Q: How has re-engagement evolved over the past year? Did anything surprise you?

I’m struck by how slowly marketers are coming around to re-engagement. Growth in re-engagement is still much slower than user acquisition.

Q: What re-engagement strategies have you seen be particularly successful over the past six months?

Running coupon advertisements to users who are lapsed purchasers has been successful lately. Also, video advertising is increasing engagement by explaining the product for users who didn’t deeply engage with the product the first time around.

Q: What advice do you have for brands launching an app for the first time?

Make sure that your app does not have a lot of bugs, that content caches efficiently, and that the file size of the app isn’t too large. If the brand has a desire to market the product, make sure to integrate a third-party attribution platform like TUNE.

Q: What gets you excited about the future of mobile marketing?

The market is still very young and growing quickly. Innovation in the space is happening quickly. It’s much quicker than the speed at which the web evolved, so I’m just excited about more and better data, and about seeing how the market as a whole continues to evolve.

Q: What are you most looking forward to at #Postback15?

I always enjoy coming to these events because they draw industry thought leaders. Catching up and talking about the industry and trends within the industry is valuable. Just as good are the nights out and drinks with old and new friends!

Register for #Postback15

Postback 2015

This year’s Postback event will be held July 23 & 24 in Seattle, WA. Featuring a lead keynote address from Malcolm Gladwell, nine panel sessions with discussion from 30+ industry experts, and training for TUNE products, Postback is a can’t miss event for all serious marketers. The event also includes an outdoor happy hour, private boat cruise around Lake Union, and a concert with a secret artist, giving you plenty of opportunities to connect with other industry professionals. To register or learn more, visit the Postback website.

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Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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