Customer churn rate has always been at the forefront of VAS advertiser KPI measurements. However, since mid 2017 it’s taken center stage due to an immense increase of consumer churn and the ensuing crack down of mobile carriers in an effort to diminish fraudulent activity in the market.
Soaring churn rates in VAS have been largely due to a rise in mobile ad fraud. Subscriptions made without customers’ knowledge through tactics such as i-framing and others, lead to unknowing users receiving notification of the subscription and automatically unsubscribing. (Read more about fraudulent tactics here)
As churn rate is one of the major factors in determining advertisers’ CPAs, an unsuspected increase can translate into lost revenues and numbers in the red.
What appeared as a threat to the industry is now being taken under control by advertisers and networks that are implementing the necessary measures to reduce and stabilize churn rates.
Churn reduction can be attacked from a number of different angles.
ArmorAds takes a 360º approach to reducing churn rates for our advertisers with our proprietary anti-fraud solution, ArmorAds Pro-Tech. Through the methods mentioned above, as well as taking a shared responsibility course of action with our advertising partners, we are achieving significant churn rate reductions in a number of global markets.
For more information regarding how to reduce churn and fight mobile ad fraud, please contact us at: armorads.com