Applause’s 4th edition gathers together more than 200 app marketing professionals

Posted Jun 14, 2019

On Friday, June 7th, Barcelona held the 4rth edition of Applause Congress, the app marketing and mobile growth congress held in Spain organized by PickASO, TheTool and AppsFlyer.

This year Applause gathered more than 200 professionals from all around the world that enjoyed the day in an incredible venue, the W Barcelona Hotel, 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.

Topics and speakers in Applause 2019

As every year, in Applause we cover several 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.

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.

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”.

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.

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.

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).

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”.

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”.

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.

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.

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).


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.

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”.

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!

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).

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!