How Brands Can Leverage In-App Advertising

The birth of mobile devices has allowed connectivity to be more seamless than ever. This provides brands with endless possibilities to connect with their prospects and customers. Eight out of every 10 digital minutes are spent on mobile devices, and an average consumer spends 3 hours a day on their mobile phones. It is no wonder mobile advertising spend now accounts for almost 70% of the overall digital spend.

In their May to June 2019 issue, Harvard Business Review tags today’s era as “The Age of Continuous Connection.” Continuous connectivity makes mobile a noisy battleground. Everybody is fighting for customer attention. Good marketers, however, know the last thing you want to do is to bombard your customers with generic and spammy messages. Mobile advertisers need to make sure that messages are relevant in order to improve customer experience.

How Do You Make Every Mobile Advertising Spend Count?

Marketers need to change their mindset from thinking that mobile is just another marketing channel. Instead, it’s a strategy that allows them to connect with their customers in real-time. Traditional marketing plans campaigns that are time-bound and designs customer journeys that are streamlined (e.g. Creating a website that supposes x no. of email subscription and expects readers to be a customer after sending the second email). Meanwhile, the “mobile marketing mindset” is shifting these pre-designed journeys to endless opportunities made possible by real-time data.

Maximize the Impact of Your Mobile Advertisement

In-App advertisement allows a mobile advertiser to access various data about the user. By noting the best practices from our partner DSPs, AlgoriX listed some ways for you to maximize the impact of your advertisements below:

1. Target Audience

If you want to create a great customer experience you need to keep in mind that your messaging must bring value to your customer. Make sure that your ad is served to the right person at the right location and at the right time. Mobile applications have the capability to target users based on location, demographics, and language, which advertisers can use as an ad trigger.

2. Impressions

Make impressions count by expressing a call to action that truly converts to an outcome (e.g. shop now). One challenge that brands need to overcome is thinking beyond the impressions and engagement numbers. Marketing activities start with a goal to increase the number of sales or revenue and it must end with KPIs that match the objective and is measurable (e.g. number of App Install)

3. Click Experience

Once a user clicks the ad, it leads them to your desired landing page. The landing page is one important factor in the conversion process. You have the attention of the user with the chance to communicate your value proposition. Create a Landing page with easy navigation, clear instructions, and a concise message.

4. Retargeting

The customer journey does not end with one interaction. People don’t make a decision right away all the time. What you need to do as marketers is to nurture them until they are ready to make a purchase. Reiterate your value to previous visitors and make them excited to visit your website again. This is the role of Remarketing. You can study the behavior of your visitors using various tools including tracking tags, analytics, and heatmap. Measure conversion rate, session duration, and find the answer to “why your visitors turn into a customer”?

Getting the first click is just the start of the journey, marketers need to walk with the consumer to see the path. This will provide insight that will help design the whole experience optimization.


AlgoriX mobile ad exchange works with hundreds of publishers and app developers worldwide providing reach to millions of users daily. Our AI supply optimization maximizes our publisher partners’ inventory performance, thus delivering better results. To learn more about how Algorix can help brands get better ROI, visit our website



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.