RevX's Martje Abeldt on mastering mobile advertising strategies for business growth

In this exclusive interview with Martje Abeldt, the Chief Executive Officer of RevX, Affle, we delve into the dynamic world of mobile advertising and how RevX is redefining the game. Martje Abeldt is a multilingual technophile and an expert in mobile strategy, marketing, and technology. Martje has led and inspired multinational teams in the fields of ad tech, IT, mobile, high-end consumer goods and SaaS for over twenty years. With his vast experience, unique expertise, and a coherent vision for the industry, he is a key figure in the mobile programmatic sector. With a focus on combining retargeting campaigns with user acquisition strategies, Martje shares insights on their unique approach to sustainable business growth. Additionally, we explore how RevX excels in the highly competitive gaming vertical, their innovative use of Hybrid Ads, and the concept of a 360-degree approach in mobile app marketing. Join us as Martje Abeldt, a seasoned expert in mobile strategy, marketing, and technology, unveils the secrets to RevX's success in the mobile programmatic sector. Excerpts:


How is RevX combining retargeting campaigns with user acquisition strategies for business growth?

At RevX, we don’t treat retargeting as an afterthought. Rather, it is a fundamental part of our full-funnel strategy. It stems from the philosophy that quality trumps quantity. While it may be enticing for an advertiser or an ad partner to chase high install numbers, we focus on helping our clients acquire and convert high-quality customers for their apps. This means that we can effectively allocate resources to target both new and existing users, ensuring a well-rounded approach. Combining retargeting with user acquisition optimizes resources, boosts conversions, and solidifies brand presence. It's a dynamic strategy for sustainable business growth in the digital age.

Think of it this way: If you're hosting a party, you don't wait until people are about to leave before you start making it fun. You plan from the get-go to make sure everyone has a good time.

That's how we approach user acquisition and retention. We engage and provide value from the moment they start using the app, and not when they are about to churn

The RevX team has a strong track record of working with gaming apps. How does RevX make a difference in a vertical as competitive as gaming?

Our success in working with gaming apps can be attributed to several key factors. First and foremost, our extensive experience in the gaming industry gives us profound insights into the market, our target audience, emerging trends, and what truly resonates with gamers.

But most importantly, we're not just about numbers; we're about quality. We specialize in acquiring high-quality users with a strong potential for high lifetime value (LTV). Ultimately, it’s about users who are most likely to boost our clients’ bottom line.

Furthermore, we continually innovate our creative strategies, employing cutting-edge techniques like Dynamic Creative Optimization (DCO) and Hybrid Ads. These innovations provide us with a competitive advantage, helping us to stand out in the increasingly crowded gaming market.


What are Hybrid Ads and how do they differ from traditional ad formats in terms of engaging audiences and driving campaign performance? What is RevX's take on it?

If you’re a shopper, think of what would you prefer - a static, boring banner ad that is delivered to everyone or an eye-catching GIF of a shoe that you’ve been eyeing, combined with a banner showing similar options? That’s precisely what Hybrid Ads do!

Hybrid Ads seamlessly merge static, video, audio, and animation elements into a captivating Ad experience. It’s a form of rich-media ad that is built for better recall and conversion.

In the era of personalization, traditional or static ad formats lack the adaptability to engage with the dynamic preferences of consumers. Hybrid Ads don’t just cater to individual preferences; they thrive on real-time relevance.

At RevX, our team leverages HTML 5, CSS, and JS to drive dynamicity, while using machine learning to drive personalized product recommendations.

Through smart automation, the platform generates numerous iterations from a single ad template. This means advertisers can repurpose their existing assets, infuse them with dynamic elements, and effortlessly create video-like experiences that captivate the target audience without any hassle. We take it to the next level by using product feed data to drive personalized ads for each user.

What is the concept of a 360-degree approach in mobile app marketing and how does real-time strategy fit into it?

Digital advertising typically focuses on specific channels like social media and search, where your audience spends only limited time. Traditional approaches aim to capture attention within these predefined spaces, but there's potential value in extending beyond these common areas where digital engagement occurs.

A 360-degree approach recognizes that user behavior on the internet is never linear and can be unpredictable. Users are driven by a vast landscape of stimuli and go through multiple touchpoints before finally landing on an app. To truly capture their attention and, more importantly, retain the users, a brand must be omnipresent to create touchpoints with the users where they are, instead of waiting for them to come to the brand. A real-time strategy also allows brands to hyper-personalize experiences for each user. It helps them tailor their messaging to be highly relevant to a customer’s current journey, which is a win-win for both the brand and the user.

Ultimately, the 360-degree approach combined with real-time strategy isn't just a marketing tactic; it's a philosophy. It's the key to not only capturing attention but retaining it. It’s the key to ensuring that wherever users are, the advertisers are there too, ready to engage, delight, and deliver value!