Gabriel is a mobile expert based in Sao Paulo who believes in the power of UX to change and boost Mobile Advertising. He’s been working in the industry for 9 years and today is Rede Globo’s Supervisor of Acquisition and Performance. Get to know him!
Where are you at in the world these days?
I am in Sao Paulo, Brazil, this is where I live and Work, same with the people that I work with.
How did you get into mobile advertising?
I’ve been working in the digital industry for over 9 years. I started working with mobile in 2014 when I had to manage my first installs campaigns and it was also at that point that we were one of the first suppliers in Brazil that worked with that solution.
What is your favorite area of mobile marketing?
My favorite area is not the area I master but is the area that I consider key for a successful mobile strategy, and that is UX. So I’m reading a lot, I’m studying a lot, doing a lot of research. UX fascinates me. You definitely need to adapt and provide a good experience to your users.
What would you consider to be your marketing specialty?
My first role as an advertiser in the industry, after years, being a supplier was in Rappi in 2018 as responsible for the Growth Strategy on different channels and now I am on Google Play Globoplay, helping them with their streaming app. My specialty I would say it’s finding the proper Acquisition channels, building a solid growth plan, thinking outside the box, working with multiple reliable providers, and building a balanced and well suited UA strategy.
What are the biggest challenges you currently face?
One of my biggest challenges right now is to target niche audiences, like right now that we’re targeting Brazilians that live in the US. I gotta be accurate on my acquisition and media plan, I need to get the right suppliers for targeting, scalability, and measurement. This is the biggest challenge right now, and of course user retention.
What are your essential tools and resources?
Definitely an MMP, we use Appsflyer to plan visibility, strategy. It’s a must, also a CRM for push notifications and email marketing retention strategy in general, and start working on acquisition and monetization.
What do you think are the key future trends in the mobile industry?
I can see that QR codes are becoming a thing. People are using QR codes to engage and retain users. I think digital wallets are also a strong trend, mainly in emerging markets like Brazil and Latin America in general. Furthermore, I think one key future challenge is to balance the poor connection quality with the limited storage on the devices because we need to have fast apps that allow the users to consume content while they’re traveling. We have a long way to go to emerging markets on that matter.
