Category Archives: News & Announcements

The key to MWC16 day four is a large cup of coffee (or two) and an extra pair of legs to walk endless exhibition halls. On the last day, we decided to visit the Gamelab Mobile event and take a look at the most curious projects. Once again we saw that mobile is everything. Mobile drives forward services, wearables, communication and fun.

A game you can … wear

This year Gamelab Mobile explores the innovation in gaming that changes the way we interact with games.

MadRat Games presented a Super Suit, which is a wearable gaming device for kids that consists of gloves and a vest. It works as laser tag now, but provides an open platform for any game development. This wearable should help with the problem of kids spending 8-12 hours in front of the TV, an iPhone, and/or tablet screens.

RoBoHoN from Sharp is a kind of smartphone robot that you can carry around and use as a virtual assistant. It will have an open platform by the time of release in Japan in a couple of months. Would anyone want to make calls using a tiny robot and carry this robot in your pocket? We’ll see.

A brave new world of smart devices

AT&T is now providing connectivity for Audi cars. We checked out the Audi r8 2017 and it felt (and looked) pretty good.

Nokia’s smart projector, beta-version, reminds us of the Minority Report movie:

Etisalat’s virtual mall allows users to interact with chosen stores and make purchases anywhere. For example, while you are waiting for the bus or navigating the subway. The idea is to make the online shopping experience easier and faster instead of scrolling through items on a website. You literally put products into a 3D shopping bag

After the success of PetCube, it became clear that animals could be a great inspiration for smart devices. LG presented a Rolling Bot that works as a sitter for your pet while you are not home. It works through the smartphone’s Bluetooth. You can keep an eye on the house with the camera and use the laser pointer to play with a pet. Isn’t that cute?

While watching various presentations and testing multiple devices was fun, it encourages us to form thoughts on the future of IoT and wearables and the role of mobile marketing in it. We are excited to be a part of this cutting-edge technology ecosystem and support innovative software that drives us forward into the connected future.

Mobile app development company Cheesecake Labs has composed the Top List of mobile marketing agencies in the US, and included ComboApp.

Designing mobile marketing strategy is not an easy task. Professional agencies can save lots of time and efforts by developing and implementing a customized marketing solution. Check out the Top 10 Mobile App Marketing Agencies article to find out about industry leaders.

While the recently launched Apple ad blocking feature casts a shadow on the mobile ad industry, it also brings a release to millions of smartphone users. We`ve all been there, facing mobile websites, overloaded with molesting banners, interstitials and auto-playing videos that drive attention from the page content and slow down the load time. Ad blocking apps have reached top charts hours after launch, proving that users are so tired of aggressive ads, they are ready to proactively stop them and to pay for this opportunity.

Ad blocking has already conquered the web: PageFair and Adobe 2015 Ad Blocking Report shows there are 45 million users in US who utilize ad blocking, and the number is growing year over year. Now it’s time to face this issue on iOS devices. Ad blocking brings positive changes to users, making their web surfing experience more enjoyable. But will publishers, ad agencies and advertisers be agile enough to adapt their strategies and avoid losses? ComboApp is trying to weigh up pros and cons for all parties involved.

There are some serious predictions about disruptive outcomes for publishers. Advertising is the main source of revenue for most of them, especially when it comes to middle-size and small publishers. Adobe and PageFair report claims ad blockers would cost publishers $21.8 billion this year. Web development firm 10up predicts that publishers will lose between 3% and 11% of their ad revenue due to ad blockers within the next eight month. This tangible threat of ad revenue losses makes publishers think about alternative ways of making money:

  • Less free web content. It is quite possible that big part of publishers, who now provide free content in exchange of ad displaying, will switch to paywalls. Publishers could also move from the web into their own mobile apps where ads are not blocked or deliver content to social media apps like Facebook.
  • The rise of native ads. Mobile ecosystem will make a shift from programmatic display ads to native ads that could avoid blocking. Yahoo chief executive Marissa Mayer says that advertising should be vibrant and content rich in order to keep up with Internet development:

“We are big believers in native ads because they enhance the user experience and are much less disruptive and they are great properties in terms of value they give to advertisers.”

The perspective of switching to less aggressive ad format rises the controversial question: Who should be in charge of distinguishing whether each ad format is “good” or “bad”? Should ad blockers allow ads that track users` activity or have obscure content if they don’t fall into aggressive display ad category? Eyeo GmbH, that created popular desktop ad-blocking tool Adblock Plus, has a practice of letting companies show their “acceptable” ads in exchange for payment. Eyeo is reaching to other ad blocking apps` developers now, including popular iOS-based app Crystal, to establish mutual policy on allowing certain apps to pass filters. Users play an important role in whitelisting ads as well. According to 2011 AdBlock stats, 75% of users either whitelisted sites or allowed acceptable ads.
The team of iOS app Crystal says that as much as 71% of their users whitelisted particular websites.

The creator of ad blocking Peace app, Marco Arment, has pulled his app from App Store right after it became a number one paid app in US. Marco said that this success “just doesn’t feel good”, and ad blocking approach should be more complex:

“Peace required that all ads be treated the same — all-or-nothing enforcement for decisions that aren’t black and white.
This approach is too blunt, and Ghostery and I have both decided that it doesn’t serve our goals or beliefs well enough.
If we’re going to effect positive change overall, a more nuanced, complex approach is required than what I can bring in a simple iOS app.”

The supporters of ad blocking believe that this trend opens an opportunity for all market players to fix the fractured system of intrusive, behaviour-tracking ads. Publishers should get rid of excessive ad placements and third-party networks cookies on their sites. Ad agencies, networks and advertisers should choose more sophisticated and native-looking ad formats to provide users with simple and relevant ads.

There are still time to find the balance between user experience and monetization. According to RadiumOne recent report, there are no significant decrease in the number of ads being delivered on iOS devices after the iOS 9 launch. The ad blocking feature is available on the newest iPhone models only, and will be adopted by users gradually.

Should app developers prepare?

Whereas publishers are the first to experience the biggest impact from Apple ad blocking feature, app developers could prepare to tune their marketing strategy according to new trends ad blocking will bring.


  1. The overall influence on mobile inventory number won`t be massive, since in-app ad spending outreach mobile web browser dollars nearly 3-to-1. (Source: eMarketer). With ad blocking enabled in Safari, ad spending will likely to shift to apps that offer more controlled experience.
  2. It`s time to turn from standard programmatic ad format to native-looking ads, that doesn`t look like ads at all: content rich ads, simpler and more transparent formats.
  3. Targeting matters even more, since relevance increases the  advertising experience. Marketers need to provide relevant ads in terms of geo location, app category and demographics to engage potential users.


Eugenia Dychko, Content Manager

Twitter is now collecting data on apps that users have on their mobile devices in order to better target and tailor advertising and other content to them. Twitter is not the only player in this game. Facebook recently started to collect similar data, although only from apps that have its SDK.


Along with gaining appeal from its customers, Twitter is also striving to make advertisers more loyal, introducing new targeting options to meet their ever-growing granularity targeting appetites. Twitter is now letting app advertisers reach users based on the categories of apps already installed on their mobile devices. Advertisers can also combine the new feature with other targeting types such as keywords setting and choosing language and location of the targeted audience.


“One of the biggest priorities for mobile app marketers is to reach the people who are most likely to use and love their apps,” said Deepak Rao, product manager of revenue at Twitter, in a recent blog post. “With installed app category targeting, you can identify new audiences of high-quality users to target within your existing app category and in related app categories.”


For example, an advertiser that wants to drive installs for a cooking recipe app can select the Food & Drinks category to reach users who have recently installed similar apps. That same advertiser may know that the Food & Drinks app users also tend to use restaurant apps, so they can target the Travel category to connect with new people who are likely to be interested in their app. It is not always obvious to identify audiences more eager to use your app, but these hints may be useful in some cases.


Within the advertiser dashboard, Twitter is also releasing new reporting and analytics for installed app categories. The reports are available for all types of mobile app promotion campaigns, whether or not those campaigns used the new installed app category targeting feature.


The tracking program that consumers have on their mobile devices, Twitter started last year. Users who are not eager to take part in such a “tailored experience”, as Twitter calls it, can opt out of this feature. Twitter has promised not to keep records on user app data if they have previously opted out of “interest-based” ads.


Twitter said it only collects and updates the list of apps that users have installed, it does not collect in-app data. Besides optimizing its ad-targeting, Twitter uses collected data to improve “who to follow” suggestions on its service and to add Twitter accounts and other content to user timelines.



Oles Dzyub,
Branded Content Manager at ComboApp

When it comes to marketing, perhaps the most persistent problem app owners have to deal with is an app discoverability. One of the ways to fix this problem is via launching an incentive mobile app traffic campaign. Couple months ago we launched AppBooster – the solution for running app incentive traffic campaigns from various sources from the single dashboard via our GoWide sub-division.

Since the day we launched AppBooster, we’ve been getting many questions about the solution and so we’ve decided to come up with a single guide that will help to address some of them.


As the incentive traffic solution AppBooster works because:

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Art Dogtiev,
Head of Branded Content.

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