Mintegral, a leading ad tech company, has appointed Phoena Pang as Vice President of Sales and Operations to drive growth in North and South America. Pang brings extensive experience from Google, Moloco, Vungle, and Chartboost, specializing in strategic partnerships and mobile advertising. Her role focuses on scaling go-to-market strategy, improving operational efficiency, and fostering partnerships to enhance value for advertisers and publishers.
The article also includes insights on why early metrics may not predict long-term performance, trends in entertainment app growth for 2026, and optimization strategies for CPI versus ROAS campaigns.
Mintegral's retargeting platform re-engages dormant users via CPI, CPE, and ROAS bidding models. Key insights: retargeted users convert 50% more often than first-time visitors and are 3x more likely to engage, with over 50% completing actions within a week. The platform supports both gaming and non-gaming apps, offers 60%+ match rate, and integrates seamlessly with UA campaigns for lifecycle optimization.
The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
Retargeting complements user acquisition by re-engaging churned users, boosting conversion rates by 150% and ROI by 1,046%. Despite its benefits, many teams separate UA and retargeting due to resource constraints, missing out on sustained growth. Mintegral offers cost-per-event retargeting with AI-driven optimization, enabling unified campaigns that maximize long-term user value and app success.
Vietnam's mobile app market is growing rapidly with over 24,600 local apps. Non-gaming apps have strong global potential, as shown by Prank Call: Fake Video Call's 12.94 million downloads. Mintegral offers programmatic advertising with smart bidding (Target ROAS, Target CPE) to acquire high-quality users worldwide. It ranks 3rd in global power and volume per AppsFlyer Index 17. Vietnamese developers can use Mintegral's AI and cross-platform services to expand internationally, with partners reporting significant traffic and revenue growth.
This guide demystifies mobile marketing acronyms for ad ops. Key pricing models include CPM for awareness, CPC for traffic, CPI for installs, and CPE for engagement. Mintegral's Target CPE and Target ROAS optimize for conversions and ROI. Platforms like DSP, SSP, and RTB automate buying and selling. Attribution relies on MMPs, SKAN, and MMM. Metrics such as MAU, DAU, LTV, and ARPU track performance. Monetization models (IAA, IAP, hybrid) and ASO/CTV are also covered. Actionable takeaway: choose pricing and tracking based on campaign goals.
Early campaign metrics can mislead because they capture high-intent users first, while long-term performance depends on broader audiences and delayed monetization. Learning phases, monetization lag, and incomplete data make early ROAS unreliable. Ad ops teams should evaluate multiple completed cohorts and align optimization windows with conversion events to distinguish genuine trends from initial volatility. Sustainable scaling requires balancing early signals with patience for meaningful patterns to emerge.
Walled gardens (Meta, Google, TikTok) are losing ad spend share as costs rise and ATT limits tracking. The open web offers diverse inventory, lower CPIs (<$1 vs. $2-$5.50), and advanced targeting via machine learning. Key considerations for advertisers: navigate a fragmented ecosystem, ensure fill rate and scale with partners, and use MMPs for unified measurement. Early movers can gain a competitive edge.
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