AppsFlyer Opens Sydney Office Amid Expected Surge In Mobile Marketing Spend

AppsFlyer Opens Sydney Office Amid Expected Surge In Mobile Marketing Spend
B&T Magazine
Edited by B&T Magazine

Global attribution and marketing analytics company AppsFlyer has expanded into Australia and New Zealand, with the official opening of its first office in Sydney.

It marks the opening of the company’s 19th office worldwide, with AppsFlyer hoping to “support the region’s rapidly growing local app economy”. The company said it plans capitalise on ANZ’s mobile marketing spend, which it said is expected to grow to $7.79 billion by 2021.

In ANZ, AppsFlyer currently counts Canva, neobank 86:400, and fitness app Sweat by Kayla among its current roster of clients.

AppsFlyer also recently announced that Salesforce Ventures has joined its roster of investors in a late stage extension of its $287 million Series D round, led by General Atlantic earlier this year.

According to AppsFlyer’s inaugural App Marketing in Australia and New Zealand 2020 report, although domestic apps currently occupy only 4 per cent of the total ANZ app market share—with the US and China dominating at 29 per cent and 12 per cent, respectively—growth potential for local apps is seen particularly in the verticals of lifestyle (20 per cent), travel (16 per cent), and health and Fitness (13 per cent).

The same AppsFlyer report also showed that finance apps grew by 175 per cent, shopping apps by 125 per cent, and health and fitness apps by 86 per cent in H1 2020 vs H1 2019 for non-organic installs.

AppsFlyer ANZ director of growth Antony Wilcox said: “Australia and New Zealand’s move into the mobile generation is happening right now.

“We’ve seen homegrown start-ups move from seed rounds to a string of IPOss and have now become global players in fintech, retail tech, and productivity categories.

“AppsFlyer serves as the bridge between the mobile web and the app ecosystem, and we are currently building out our integrations with cloud marketing partners to bring all the value of the mar-tech ecosystem into one platform for marketers.”

AppsFlyer president and managing director APAC Ronen Mense said: “We are immensely proud to be able to expand physically into Australia and New Zealand during a pandemic.

“Globally, many businesses have accelerated their digital transformation as a result of the economic impact of COVID-19, with mobile taking front and centre stage in their strategic focus.

We see an opportunity here to not only better support our existing customers in the region, but also to help empower the greater ANZ business community with our mission-critical tools and industry expertise so they can get the most out of their mobile marketing potential.”


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