MERCADEO Versión en español
Juan Echavarria of Rocket Lab: Advertisers face big challenges in this era of data privacy
Cristian Vergara| 19 de octubre de 2022
Juan Echevarria RocketLab
According to data of the 15th Performance Index of AppsFlyer, Rocket Lab is one of the best advertising sources for apps from the Latin American digital bank by maintaining high rates of users on the Android system. Rocket Lab stands out in the Power Ranking, which measures both the quantity and quality of such app installations as Volume Ranking, which combines the attributed installations and the number of users. The Performance Index is an analysis that AppsFlyer presents every six months, for which it analyzes 27 billion installations of mobile applications worldwide on Android and iOS, in 500 sources of ad media and more than 19,000 apps worldwide. Faced with the economic recession, inflation and the increase in advertising costs, advertisers and marketers also face challenges in the mobile ecosystem. Nonetheless, opportunities have been found to produce a competitive advantage. “Advertisers face major challenges in order to guarantee an accurate rating and consequent optimization of campaigns in this era of data privacy, which makes it indispensable to use highly sophisticated ad tech that includes their own media and that focuses on the most profitable media for brands as media costs keep rising. This must be one of the chief strategies for finding new and improved tools of measurement and scalability,” said Juan Echavarria, CEO and cofounder of Rocket Lab.According to the National Survey of Availability and Use of Information Technologies in 2022 Homes (ENDUTH)), some 24.5 percent of users did their banking online in the year 2021. The use of online banking has been maintained, but there is still a long way to go from different angles. Banks with a mobile app have a key factor for attracting and retaining clients by offering them convenience, simplicity and safety when it comes to handling their funds, according to Rocket Lab. And it is through a comparison of the various apps that moves users to choose one bank over all the rest, as does comparing the ease of using an app rather than visiting a nearby bank branch, for all the experience and attention its staff might offer. “For that reason this rapid digital transformation requires that app marketers quickly adapt their products to these intuitive surroundings in order to improve the optimization, acquisition, experiences of onboarding, the client base and ability to retain users, fundamental capabilities for becoming leaders and favorites in the mobile banking market,” Echavarria said.
