“Even though native advertising has been very good for us in terms of quality, conversion and user experience, globally, the inventory available is still very small,” said Jampp co-founder Martin Añazco.
Jampp has seen some good early results for certain clients with Morpheus. For example, a UK-based taxi-booking app was able to boost its conversions and lower its cost per acquisition by about 35% after adapting its traditional banners for in-app mobile placements.
But it’s also about what happens after the install. According to research from creative mobile ad platform Celtra, engagement with rich media native ads is two times higher than with standard ad formats. Celtra also found that users spend approximately 40% more time interacting with native ads over traditional units.
“The app marketing world, and the industry as a whole, is evolving to a more sophisticated landscape where clients not only want their apps to achieve a high volume of users, but they’re also paying a lot of attention to CPA and retention metrics,” Añazco said. “In this scenario, the top challenge is to be able to monitor and optimize the whole funnel of user behavior.”
Avocarrot, which has roughly 10 employees split between Athens, where the R&D happens, and San Francisco, where the biz dev is based, is looking to up its headcount to 25 by the end of the year. The company raised a small seed round, just under $162,000, in 2013. According to Christou, he and his co-founders are in discussions with VCs on closing the next round “to be confirmed soon.”