Trove Insights

Customer journeys today are anything but linear and predictable. It’s challenging to say which touchpoints are responsible for a conversion because of the involvement of multiple channels and touchpoints.  Fortunately, the multi-touch attribution model allows marketers to determine the most effective touchpoints. Multi-touch attribution offers credit to the marketing channels

The OTT video advertising market is bigger than ever, with a market volume of over US$189.6 billion in 2024. This makes OTT and CTV advertising a lucrative avenue for advertisers and mobile app publishers alike. Even then, most marketers don’t realize the potential this emerging advertising medium offers in revenue

From six-second clips to longer videos, video marketing captures attention like never before.  As digital viewership rises, marketers spend big on video ads—hitting $176.63 billion in 2023 alone. If you aim to cut it in digital marketing, video ads can prove a game-changer.  But running ads alone isn’t enough, you

All in all, with new challenges springing up as we prepare for 2025, the mobile marketing horizon awaits a massive shift. With mobile devices projected to account for 72% of all digital ad spending by 2025, having a solid mobile marketing strategy is no longer optional; it’s essential. But let’s

The global in-app advertising spend will reach US$352.7 billion in 2024. As advertisers gear up to create advertising campaigns that help them attract and retain customers, publishers and app owners must ensure that these mobile advertising campaigns work just as much for their apps. Choosing the ideal ad format has

Gone are the days when only one in a thousand or hundred people had a mobile phone. Recent reports reveal that 70.3% of the world’s population now uses mobile phones.  That’s not all. The number of “unique” mobile users crossed 5.75 billion in October 2024 and will reach 6.2 billion

What do successful applications like The New York Times, Alibaba, and Duolingo have in common? They all leveraged Firebase to develop their app and boost user engagement.  Firebase, Google’s cloud-based mobile and web app development platform has helped mobile app developers build, deploy, and scale apps. This powerful backend as

Unlike traditional forms of advertising, CTV, full-form Connected TV, can target individual viewers based on first-party data like their browsing activity, interests, lifestyle choices, and more. Thus, CTV advertising is revolutionizing marketing with precise targeting, allowing marketers to reach specific audiences through programmatic advertising.  No wonder, Insider Intelligence reports that