Jim Harvey, EVP Appia, Talks User Acquisition and Innovations For 2016
At Appia, Jim Harvey is responsible for expanding relationships with mobile content providers and driving strategy and sales efforts for its performance-based advertising solutions. Prior to joining the Appia team, Jim served on the executive teams at Brooks Bell Interactive and Aegis Mobile where he helped build industry-leading digital marketing solutions and mobile advertising services. Jim also served as SVP of Consumer & Developer Services and VP of Content & Business Development at Motricity, a leading provider of mobile data solutions to carriers and media companies.
What is Appia and how are you positioned in the market?
Appia is a global mobile app marketing platform based in Durham, NC. Appia connects advertisers promoting mobile apps to mobile publishers with available ad space, with the goal of helping end-users discover great new apps. Appia’s mission is to deliver the right app at the right time to the right person.
What types of clients do you work with?
Appia partners with developers and brands around the world to help them achieve their mobile monetization or user acquisition goals. While we work with companies large and small we find that our scalability, global reach, and performance-driven approach appeal most to clients with significant user acquisition budgets.
What geographies are you focused on and where are you seeing the most growth?
Appia has campaigns and traffic available in nearly every country in the world. Throughout 2015, we have seen the most growth in the Asian Pacific region, with the Philippines, India, and Indonesia showing the most momentum.
What are your tips for user acquisition on a CPI basis?
The most successful advertisers on our platform have eye-catching creative that they continually enhance, post-install tracking to inform on-going optimization, and they deploy advanced targeting techniques to ensure focus on segments that are most likely to convert.
How would you recommend developers maximize revenue from their apps?
As an app developer, your user base is everything. It is important to find a balance between monetization and user experience. There are several ways to monetize, but advertising has proven itself to be a flexible and effective means of revenue that can be implemented with the end-user in mind.
What do you think are going to be the main themes for mobile advertising in 2016?
Carriers are starting to build influence again in the mobile media landscape and are innovating in new ways beyond that of Google, Facebook, and Apple. Recent carrier innovation is providing new opportunities for developers to have their app discovered in the form of app recommendation widgets, push notifications, and app preloads.
What mobile devices do you use?
I use an iPhone, MacBook, iPad, and Apple Watch.
What are your favorite apps?
Pandora, Spotify, Waze, GeniusScan, Amazon, WatchESPN, PhotoMath, Swing by Swing, Audible.com, Pottery, and Powerschools.
What do you think of the Apple Watch?
I love gadgets. The Apple Watch is not a life-changing device yet, but I enjoy the product and see the future potential. I think it will really take off when there are more compelling apps and integrations available. There are many stats that say the average person looks at their phone 100+ times per day. I’ve noticed since wearing the Apple Watch that my phone stays in my pocket much longer each day as most of my notifications are readily available on my wrist.
You can visit the Appia website here.