BARCELONA — When it comes to mobile, marketers and publishers alike are firmly focused on driving app downloads. But what happens after a download is achieved?

The sad truth is, many consumers’ app use tails off. So Auke Boersma, the APAC MD of WPP’s performance marketing unit, Light Reaction, wants to help clients re-enage.

“We have an app install base in some markets, 10, 20, 30 million in size,” he tells Beet.TV in this video interview. “But there’s still a percentage of that which is inactive, (which) is not creating any positive ROI for marketers.

“They’re starting to focus on that next level of app marketing, which is reengaging with that sleeping part of your app install base, if you want. And I think across the region, a lot of marketers are focusing on that next level into app marketing. That’s a very big opportunity for us.”

The latest data-driven ad-tech operation under the WPP stable, Light Reaction was launched by WPP’s programmatic division Xaxis a year ago to put a performance spin on mobile-first ad sales.


This video was is part of Beet.TV’s coverage of Mobile World Congress presented by Light Reaction.   Please visit this page for additional videos from Barcelona.