Growmobile

Growmobile
Subsidiary
Industry Mobile Marketing, Mobile Advertising, Marketing Automation
Founded 2012[1]
Founders Brendan Lyall
AJ Yeakel
Minglei Xu[2]
Headquarters Tel Aviv, Israel
Area served
 Worldwide
Key people
Products Growmobile acquisition, Growmobile engagement and Growmobile social
Number of employees
 100+
Parent Perion (2014)
Website GrowMobile.com

Growmobile is the mobile marketing division of mobile app services company, Perion.[3] Headquartered in Tel Aviv, Israel, the subsidiary has offices in San Francisco, New York, Paris and Barcelona.[4] Founded in 2012,[1] Growmobile develops and markets a centralized platform consisting of mobile marketing services including mobile user acquisition, mobile user engagement, and social media advertising. Growmobile's platform lets mobile app marketers and mobile businesses buy ads on over 75 networks[5] including ad networks, ad exchanges, DSPs, publishers and social networks, including Facebook, Twitter and Instagram.[6][7][8][9]

With the acquisition of Paris-based social media advertising startup MakeMeReach in February 2015,[10][11] Perion integrated its social media advertising technology into Growmobile's mobile user acquisition platform.[12][13]

Growmobile’s user engagement platform allows marketers to track app users at risk of churning and create mobile campaigns to get users to return to the app and engage. Forms of mobile communication that marketers can choose from include: push notifications, in-app messages, emails, and retargeting campaigns.[14]

History

Growmobile was founded in August 2012 in San Francisco,[15] by AJ Yeakel, former head of mobile marketing at Zynga, Brendan Lyall, former head of business development at Storm8[2] and Minglei XU, founder of Wild Needle, acquired by Zynga in May 2012.[16] In September 2012, Growmobile raised $1 million in seed funding from Signia Venture Partners and Bessemer Venture Partners.[2] In 2013, the company revenue grew by 300%.[1][16]

On June 30, 2014, Tel Aviv-based Perion, announced the acquisition of Growmobile to expand its mobile app marketing services.[17][18] Perion acquired Growmobile for $17 million, of which $10 million was paid in cash and $7 million in equity.[19]

Services

Following the acquisition of MakeMeReach in February 2015,[12] Perion started integrating MakeMeReach's social media advertising technology into Growmobile's centralized mobile user acquisition platform.[11] Growmobile also lets marketers use these services separately, with options available in self-serve and fully managed configurations.

User Acquisition

Growmobile's user acquisition platform allows advertisers to create targeted mobile advertising campaigns,[12] select ad networks based on filters and traffic source requirements, and optimize campaigns through reporting and analytics features.[7] Features include: Media planner, Campaign wizard, Traffic intelligence directory, User retention and monetization reporting, Expected lifetime value reporting, Event reporting, App rankings reporting, Cohort ROI reporting and Consolidated data reporting.[20]

Social Media Advertising

Growmobile's integrated social network advertising platform enables advertisers to create, manage and optimize marketing campaigns on Facebook, Twitter and Instagram.[12] Growmobile, who is a Facebook Marketing Partner [21] and a Twitter Marketing Platform Partner[22] also received early access to Instagram's ads API in August 2015,[6][8] and became an official Instagram Partner in November 2015.[23] Growmobile's social media advertising platform provides features such as ad rotation, campaign duplication, targeting templates, automated rules-generation, targeted campaign analysis and ROI-focused reports.[14]

User Engagement

In July 2015, Growmobile introduced an automated mobile engagement platform, that allows app marketers and mobile CRM managers to launch mobile CRM campaigns in order to increase user retention, optimize in-app conversions, reduce churn rates, and boost reengagement.[24][25] The platforms enables marketers to track user activities in app and choose from a variety of response message formats, including push notifications, in-app messages, e-mails and retargeting messages.[25] It also includes features that enable marketers to conduct A/B and multivariate tests on different messages and evaluate the effectiveness of each message on users.[25]

References

  1. 1 2 3 "Grow Mobile grows 300% in six months as its app marketing platform takes off". Venture Beat. 22 January 2014. Retrieved 1 December 2015.
  2. 1 2 3 "Former Zynga, Storm8 execs raise $1m for mobile marketing startup Grow Mobile". The Next Web. 7 September 2012. Retrieved 20 November 2015.
  3. ↑ "Perion Buys Grow Mobile For Up To $42M To Build Out Its Marketing Business". TechCrunch. 30 June 2014. Retrieved 1 December 2015.
  4. ↑ "Growmobile Opens Office in Barcelona, Strengthening its European Presence". Business Wire. 30 September 2015. Retrieved 1 December 2015.
  5. ↑ "Grow Mobile Launches Self-Service Ad Platform". Adweek. 26 June 2013. Retrieved 1 December 2015.
  6. 1 2 "Growmobile Debuts Instagram Advertising, Expanding Opportunity for Marketers to Reach Engaged Mobile Consumers". The New York Times. 27 August 2015. Retrieved 1 December 2015.
  7. 1 2 "Grow Mobile Launches Revolutionary New Mobile App Marketing Platform". Market Wired. 25 June 2013. Retrieved 1 December 2015.
  8. 1 2 "Instagram launches partner program to help advertisers do business on the platform". Venture Beat. 10 November 2015. Retrieved 1 December 2015.
  9. ↑ "Growmobile adds Instagram for mobile marketing". Geektime. 27 August 2015. Retrieved 1 December 2015.
  10. ↑ "Perion moves closer to mobile ad tech with new acquisition". The Times of Israel. 12 February 2015. Retrieved 1 December 2015.
  11. 1 2 "Perion Buys France’s MakeMeReach For Up To $13M To Expand In Social Ads And Europe". TechCrunch. 11 February 2015. Retrieved 1 December 2015.
  12. 1 2 3 4 "Israel’s Perion doubles down on mobile advertising with acquisition of Paris-based MakeMeReach". Venture Beat. 11 February 2015. Retrieved 1 December 2015.
  13. ↑ "Perion Acquires MakeMeReach, Adding Social Media to Its Mobile Marketing Platform". Business Wire. 11 February 2015. Retrieved 1 December 2015.
  14. 1 2 "GrowMobile offers free trial for new mobile app engagement platform". Venture Beat. 15 September 2015. Retrieved 1 December 2015.
  15. ↑ "Growmobile - Crunchbase". Crunchbase. 1 August 2012. Retrieved 1 December 2015.
  16. 1 2 "Veteran Mobile App Marketers Launch Grow Mobile, A Way To Systematically Get Users". TechCrunch. 25 June 2013. Retrieved 1 December 2015.
  17. ↑ "Perion Acquires Grow Mobile to Enhance its Mobile Offering". Business Wire. 30 June 2014. Retrieved 1 December 2015.
  18. ↑ "App network Perion acquires mobile ad marketing firm Grow". Venture Beat. 30 June 2014. Retrieved 1 December 2015.
  19. ↑ "Israel's Perion buys mobile advertising firm Grow Mobile". Reuters. 30 June 2014. Retrieved 1 December 2015.
  20. ↑ "Grow Mobile launches a universal mobile app marketing platform for Android". Android Central. 25 June 2013. Retrieved 1 December 2015.
  21. ↑ "MakeMeReach - Facebook Marketing Partners". Facebook. Retrieved 1 December 2015.
  22. ↑ "MakeMeReach - The Twitter Partner Marketplace". Twitter. Retrieved 1 December 2015.
  23. ↑ "MakeMeReach - Instagram Partner Program". Instagram. Retrieved 1 December 2015.
  24. ↑ "GrowMobile helps studios retain their users with engagement features.". Venture Beat. 16 July 2015. Retrieved 1 December 2015.
  25. 1 2 3 "Perion Announces the Expansion of Growmobile’s Mobile Marketing Solution". Business Wire. 16 July 2015. Retrieved 1 December 2015.

External links

Official Website

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