Applause 2019: 4th Edition Of The International App Marketing Congress

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Another year, another success in the 4th edition of Applause

The 4th edition of Applause has been a success again!  Last Friday, 7th June, we organized (along PickASO and AppsFlyer) the 4th edition of the App Marketing and Mobile Growth Congress in Spain for marketing professionals in the Hotel W Barcelona. Once again, we’ve made Applause the go-to congress in our country for app marketing professionals, as well as for companies and professionals from all around the world. Awesome!

This year we’ve gathered more than 200 professionals from all around the world that enjoyed the day in an incredible venue (with sea views!), on which they learned and did networking. This has been possible thanks to organizers, sponsors, partners that have trusted us, speakers and, of course, to all the attendees who were keen on having a great time with coworkers and friends of the industry. Kudos!

Applause 2019 Attendees

For us, Applause 2019 has been a great event and we outdid ourselves once again. In this year’s edition, we provided improvements to make a better experience for attendees. In order to do that, we created an app for the event that reached almost 1.000 interactions among users. It was really useful to schedule meetings and to chat, so networking was easier than it has ever been. We also set up a battery station for iOS and Android smartphones.

Furthermore, if you follow the hashtag #ApplauseBCN you’ll be able to read the attendees’ feedback. If you missed the 4th edition of Applause and would like to know more about how it went down, as well as the news shared there, keep reading this article and follow us on social media: Facebook, Twitter and Instagram. We’ll upload more photos and the event’s video soon 😉

Topics and speakers in Applause 2019

As every year, in Applause we cover several interesting topics for app marketing professionals, and we also gave importance to the mobile gaming sector during most of the morning. As we did last year, we’ve tried to focus on conferences and workshops on user retention and acquisition, which are two of the most important aspects for mobile apps and games.

We’ve made 4 workshops about Strategy (MixpanelI), App Store Optimization (TheTool), User Acquisition Automation (AppAgent and Glovo) and Advanced Audience Segmentation (AppsFlyer). All of them were at full capacity and really interesting for attendees.

This year’s presenter was Diana Rubine, Customer Success Manager at AppsFlyer. Diana, along Daniel Peris, CEO and Co-Founder of TheTool and PickASO, and Miriam Peláez, Co-Founder and CMO of PickASO, welcomed all the attendees of Applause’s 4th edition.

Diana Rubine AppsFlyer

Mobile App Marketing Tendencies

Mariano Miculitzi, Sales Manager EMEA at AppsFlyer, was responsible for sharing interesting data about mobile marketing tendencies. Mariano started the 4th edition of the congress with his keynote “2019 Local and Global Trends in Mobile App Marketing”.

Mariano Miculitzi AppsFlyer

Mobile Games App Marketing

As we mentioned, mobile games were more important in this year’s content. There was a workshop during the morning on games monetization, moderated by Marta Colombas from Chartboost, on which participated Mathias Royer from Tilting Poing, Jacob Krüger, a consultant for several games companies (Scopely, among others); Miquel Gil from Gameloft, Jorge Canga from Kaizen Internet Group and Enric Cabestany from IGG.

Another talk focused on games was carried out by Mireia Rivero and Aina Albesa, from Social Point, on which they talked about best practices to release new games.

Mireia-Aina Social Point

App Store Optimization (ASO)

Of course, App Store Optimization (ASO) was one of the star topics in Applause. This year’s speakers were Wolfgang Peters, Head of Performance Marketing at Flaregames, with the talk “App Store Optimization: Using the right data for the best results” and Daniel Peris’ workshop from TheTool: “A Different ASO Approach), which was a success in terms of audience.

Wolfgang Peters Flaregames

User Acquisition and Retention

User acquisition and retention are the most sensitive topics for every app or game marketing team. That’s why we had the panel “Maximizing your mobile user acquisition and retention”, moderated by Jonathan Raveh, Director of Brand Marketing at Neura, on which participated Pedro de Almeida (Remerge), Danika Wilkinson (Genera Games), Toni Rabanera (PickASO) and Javier Castro (Google).

User Acquisition and Retention Panel Applause 2019

Thomas Petit also talked about user acquisition on his lecture “The Future of UA”, at the end of the day, one of the most anticipated sessions among attendees.

Lastly, this year we had the participation of one of the most fast-growing fintechs: Revolut. Patricia Gómez, PR & Comms Manager at Revolut Spain was in charge of sharing their growth since the app was released.

Influencer and Content Marketing

We also had, for the very first time, content marketing sessions held by Fanbytes and Blinkist.

Tim Armoo, CEO and Founder of Fanbytes, explained how brands can connect with teenager audience in his talk “Advertainment: How to win the heart of today’s youth audience”.

Tim Armoo Fanbytes

On the other hand, Sandra Wu, Paid Content Marketing Lead at Blinkist, also carried out a lecture on how content marketing can help our app’s performance with her keynote “Leveraging Content Marketing as a Key Performance Channel”.

Sandra Wu Blinkist

Programmatic Advertising

In order to learn more about Programmatic Advertising we had the session of Jordi de los Pinos, Co-Founder and CEO at Smadex by Headway and Pepe Agell, Chief Strategy Officer at Chartboost. They talked about the future of mobile marketing through programmatic advertising

Programmatic Advertising by Chartboost and Smadex

Progressive Web Apps (PWAs)

Aleyda Solis, CEO and Founder at Orainti, talked about Progressive Web Apps (PWA), the future of apps and web. Without a doubt, it’s a tendency that’s making its room in the app sector and it’s only gaining importance.

PWA Aleida Solis

Mobile Growth Challenges

Lastly, by the end of the day we had a roundtable about Mobile Growth challenges, moderated by Jegor Ivanov from Jodel App, on which we had many familiar faces of the mobile app industry: Thomas Petit (Mobile Growth Expert), Kevin Bravo (Phiture), Daniel Peris (TheTool), Gessica Bicego (Blinkist) and Luca Giacomel (Bending Spoons).

Mobile Growth Challenges Applause 2019


In this year’s edition, we had a parallel agenda for workshops. The first to start them was Peter Fodor from AppAgent along Irene Vaquero, User Acquisition Manager at Globo, who talked about User Acquisition Automation.

UA Automation Applause 2019

Then it was the turn of a workshop about strategy: “Building a custom analytics strategy for product growth”, carried out by Jenna Lindberg, Strategic Accounts EMEA & APAC at Mixpanel.

After Jenna, Daniel Peris talked about App Store Optimization on his workshop “A different ASO Approach”. Last workshop was AppsFlyer’s, held by Noa Manor, Senior Product Manager, who talked about “Advanced Audience Segmentation: Getting Closer to One-to-One Marketing”.

Daniel Peris Workshop

AppsFlyer Contest: DJI Drone

Last but not least, AppsFlyer organized the #AppsFlyerChallenge for all the attendees, which consisted on discovering the maximum number of installs that AppsFlyer tracks every day. The answer is 120.097.173 and who was closer to this number was Miguel Gil of Gameloft, who guessed 120M, and obtained a DJI Drone. Congratulations, Miguel!

AppsFlyer Challenge

Happy Hour & Networking

During the day we had moments to do networking such as breakfast, mid-morning meal, mid-afternoon break and, lately, cocktail and Happy Hour. This was one of the most anticipated moments, as we had a full private terrace with sea views, great weather, and it was full of attendees eager to talk, make business and have a drink (or several :P).

Once again, Pablo Melián from Gin & Tweets served his legendary (and huge) drink to start the Happy Hour until 11 pm


Applause 2018 - networking lunch
Applause 2018 – Networking Lunch

Lastly, we’d like to thank again all the sponsors, partners, speakers and attendees to make the 4th edition of Applause possible: PickASO, AppsFlyer (organizers), Smadex by Headway, Mixpanel and Chartboost (Golden Sponsors) and Remerge (Silver Sponsor). It would haven’t been possible without you!

Would you be interested in becoming a sponsor for Applause 2020? Contact us!

Applause 2019 has been a great congress, on which networking, good vibes and great content were the main actors of the day.

Did you miss it? Maybe you can attend the 2020 edition…

See you on Applause 2020!

For the next edition of Applause we’ll come back full of energy and we’ll work to improve this year’s edition. Thank you all for sharing this awesome experience with us!

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Gerard Gordon

Gerard Gordon

Content & Social Media Manager at TheTool. I enjoy practicing sports, listening to good music and learning everything that has to do with technology.

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