Apptivate: App Marketing Explained The future of rewarded user acquisition – Moshe Even-Israel (Scrambly)
Questions Moshe answered in this episode
- What is Scrambly, and how does it fit into the rewarded UA landscape?
- Why is rewarded user acquisition resurgent in gaming, finance and surveys?
- What distinguishes high-intent, high-quality traffic from traffic that’s likely to churn?
- How does Scrambly fight ad fraud and guarantee legitimate acquisition
- What’s the business impact of knowing your customers, and how does it transform retention and campaign targeting?
- What are the new best practices for brands choosing UA partners?
- Why is data transparency and long-term communication with vendors crucial for ROAS?
- How does Scrambly’s approach to retention and lookalike targeting shape user LTV?
- What does Moshe see for the future of rewarded UA and engagement platforms?
Timestamps
(0:00) – Introduction; why rewarded UA, why now?
(1:20) – Scrambly overview: what, where, and whom they serve
(2:00) – Rise of rewarded UA vendors; market evolution
(2:25) – From high-engagement to high-intent UA: how the space is changing
(2:45) – Scrambly’s difference: user selection, intent, offer-matching
(3:10) – Loyalty, drop-off, and the “churn” problem
(5:00) – Fraud, VPN spoofing, and Scrambly’s KYC protocol
(8:00) – Retention campaign setup, advertiser best practices
(9:45) – Why transparent ROAS data matters
(10:55) – Playtime clock and KYC’s impact on extended retention
(11:40) – Where is rewarded UA headed? What’s next?
(12:14) – Wrap-up
Quotes
(2:11) “Traffic used to be engagement-focused to get high rankings on the App Store, but this has evolved to more high-intention UA strategies.”
(8:18) “For gaming companies, you should make at least a sixty-day event window for targeting so we can engage the users as much as possible.”
(11:56) “The connection that brands have with users from rewarded traffic is super important for the long run.”
Mentioned in This Episode