MENA's mobile revolution: An interview with Mobmio CEO Aleksandr Kryvosheiev

Adgully Bureau | | Reading Time: 13:12 minutes


In this exclusive interview with Adgully, Aleksandr Kryvosheiev, the CEO of Mobmio, a rapidly expanding global mobile performance network specializing in user acquisition for mobile apps and monetization services for publishers, delves into the evolving landscape of mobile usage, affiliate marketing, and data-driven strategies that Mobmio employs to navigate the dynamic world of mobile apps and affiliate marketing. Excerpts:

The MENA region is often described as "mobile-first." How have you seen mobile usage and behavior evolve in this region over the past few years, and what unique opportunities does this present for companies like Mobmio?

Over the past few years, mobile usage in the MENA region has experienced remarkable growth. As we all know, the UAE is the world leader in innovations, which resulted in double engagement on apps. This surge is attributed to the widespread adoption of smartphones and the introduction of 5G technology, contributing to higher mobile internet usage and shifts in user behavior. Notably, consumer engagement with apps in the region now surpasses that of Europe and North America by 1.6 times.

According to Mitgo's data, the number of mobile sales in MENA grew by 20% in H1 of 2023 YoY, their GMV grew by 18,3%, over half of all orders in the region are made through mobile phones.

Taking into account the results of July and August, the growth of sales through mobile traffic sources has increased even further, reaching 30% year over year.

This shift has created unique opportunities for companies like Mobmio. With our focus on user acquisition and monetization services for mobile apps, we're well-positioned to tap into the region's mobile-first culture. As the MENA market embraces mobile apps for everything from shopping to entertainment, Mobmio can help local brands leverage this trend for rapid app growth to keep up with users' habits and trends. Launched as a stand-alone business in 2023, Mobmio has already reached 500+ million mobile users, generated 50+ million interactions and acquired 15+ million new users for its customers worldwide.

Could you share some insights into the most significant mobile trends globally? How does Mobmio stay ahead of these trends to better serve its clients?

Globally, mobile trends have seen a shift towards personalized experiences, augmented reality, and mobile commerce. Mobmio stays ahead of these trends through continuous market research, staying updated with technology advancements, and fostering partnerships with innovative app developers and mobile publishers. By understanding evolving user preferences, we tailor our strategies to align with these trends, ensuring our clients' apps reach their target audiences.

With your extensive experience in affiliate marketing, how has the landscape of mobile affiliate marketing evolved since you started in the industry in 2013, and how is Mobmio adapting to these changes?

Since 2013, mobile affiliate marketing has evolved from being a supplementary channel to a primary revenue driver for many businesses. Nowadays, we even see businesses emerging exclusively for mobile platforms, completely bypassing the traditional desktop format. This shift is hardly surprising given that tasks like hailing a taxi or finding a date are now predominantly carried out on mobile devices rather than desktops.

The rise of mobile apps and social media platforms has transformed how affiliates reach and engage audiences. It's crucial to recognize that user behavior has undergone a notable transformation during this period. The generations of Millennials, Gen Z, and even the emerging Alpha generation tend to gravitate towards convenience, often seeking services that require minimal additional communication or effort. Our experience allows us to navigate this evolving landscape effectively, ensuring maximum results for our clients.

User acquisition is a critical aspect of mobile app success. Could you elaborate on some of the key strategies that Mobmio employs to help its clients acquire and retain users effectively?

Mobmio excels in user acquisition by seamlessly blending affiliate marketing strategies with cutting-edge mobile app dynamics. We connect apps with their ideal audience segments by leveraging our extensive network of mobile-first publishers. This dynamic partnership with diverse publisher types empowers us to tap into various user behaviors and preferences. Moreover, our personalized success managers collaborate closely with clients, optimizing strategies for long-term user acquisition and retention. Through these synergistic approaches, we secure high-quality installs, enhance user engagement, and ultimately drive user retention. We prioritize meeting our clients' specific needs and objectives, ensuring the success of their businesses by maintaining a strong focus on their goals and long-term partnerships.

In a crowded app marketplace, what role does data-driven marketing play in ensuring a mobile app's visibility and growth? How does Mobmio leverage data to optimize user acquisition campaigns?

Amid the bustling app marketplace, data-driven marketing is the compass guiding an app's trajectory. Mobmio capitalizes on data analytics by strategically partnering with diverse publishers, aligning offers with user preferences in specific segments like Ecommerce, Utilities, Finance, Services, Travel, Telecom, and Entertainment. Our data-driven approach goes beyond user segmentation; it permeates every campaign phase. By meticulously analyzing user behavior and engagement metrics, we continually refine targeting and creative optimization. This iterative process ensures that our user acquisition campaigns adapt to real-time trends, resonating with users and fueling app visibility and growth.

Could you share a specific case study where Mobmio's approach to user acquisition resulted in remarkable growth for a mobile app? What were the key factors that contributed to that success?

Certainly, we worked with an e-commerce app that was struggling to expand its user base. By implementing a comprehensive data analysis, refining their ad creatives for specific audience segments, and employing re-engagement campaigns, Mobmio significantly increased their installs and user engagement. The key factors were our precise targeting, creative optimization, and continuous campaign adjustments based on real-time performance data.

Mobile apps have become integral to various industries, including affiliate marketing. How has the role of mobile apps evolved within the affiliate industry, and how does Mobmio leverage this trend?

Mobile apps have transformed the affiliate industry by offering a more seamless and personalized user experience. Affiliates can now leverage in-app placements, push notifications, and native advertising for higher engagement. Mobmio harnesses this trend by collaborating with app developers and publishers, creating tailored affiliate strategies that blend seamlessly into the app's experience, enhancing both user engagement and conversion rates.

As the CEO of Mobmio, how do you see the synergy between mobile apps and affiliate marketing evolving in the future? What opportunities do you foresee for companies operating in this intersection?

The synergy between mobile apps and affiliate marketing will deepen as technology advances. We'll witness more sophisticated tracking, AI-driven optimization, and immersive experiences. This will open opportunities for innovative partnerships where affiliates collaborate closely with app developers to create value-driven experiences. Companies like Mobmio can facilitate these collaborations, driving mutually beneficial outcomes and redefining how affiliates engage with mobile audiences.

Can you provide insights into the challenges and opportunities of monetizing mobile audiences, especially in markets like MENA? How does Mobmio address these challenges?

Monetizing mobile audiences in markets like MENA requires balancing cultural nuances and user preferences with revenue generation. It's crucial to respect user privacy and avoid intrusive ads. Mobmio addresses these challenges by tailoring ad content to match local preferences, partnering with culturally relevant brands, and leveraging our deep understanding of the market to deliver ads that resonate with users, ultimately maximizing revenue potential.

Could you share a success story of how Mobmio effectively helped a publisher optimize their monetization strategy and achieve substantial revenue growth?

I'd be glad to share our recent success story with Facemoji, a publisher we work with. In just six months, we helped them double their earnings by implementing the following strategy. Firstly, we advised the publisher to promote offers simultaneously on two models: namely CPI and CPA. By trying both methods, they could figure out which one was more profitable. After identifying the best option, we also customized rates specifically for them. Additionally, we promptly provided them with all the necessary statistics to optimize their advertising efforts effectively. This partnership showcases how strategic planning and data-driven decision-making can significantly boost revenue within a short timeframe.