In the last ten years, digital advertising has become much more measurable. Companies no longer measure campaigns by reach or exposure. They focus on metrics like downloads, sign-ups, conversions, customer acquisition cost, and engagement. Meanwhile, influencer marketing has become a performance-based marketing technique rather than simply a branding one. Global expenditures on influencer marketing are expected to keep growing as companies merge creator partnerships, media buying, and audience measurement into one strategy. These actions are no longer considered separately. They are now part of more comprehensive digital marketing strategies focused on measurable results.
Moburst, founded in Israel in 2013 by Gilad Bechar and Lior Eldan, expanded from mobile marketing into a broader digital marketing and technology business over the following decade. Influencer marketing has evolved into one component of an overall framework that includes user acquisition, paid media, creative development, app store optimization, search engine optimization, analytics, and web/mobile development as the company’s service offerings have expanded over time. It has shifted from a separate service offering to a program that incorporates influencer marketing into campaigns that integrate creative and performance measurement, as well as media buys across different digital channels.
This has happened because the field of digital advertising has itself changed. Increasingly, campaigns depend on pre-launch, post-launch, and live campaign metrics. Audience selection, content optimization, platform selection, and media planning are revised based on feedback. In the process, follower count is not the only metric used to select influencers. Agencies measure engagement, relevant audiences, conversion rate, and acquisition costs. Moburst states that its influencer programs are designed according to predefined performance metrics. This combination allows creative material and paid media to operate together instead of following separate strategies.
One of the company’s better documented campaigns involved PlugSports, a recruiting platform for student athletes. According to Moburst’s published case study, the campaign combined creator partnerships with TikTok Spark Ads and ongoing performance analysis. The company reported working with fourteen influencers who produced eighteen videos directed at high school athletes. Moburst states that the campaign generated more than 8,500 app installs and 5,400 registrations while improving click-through rates and lowering cost per install. The work later received the 2023 Effective Mobile Marketing Award for Most Effective Influencer Marketing Campaign.
The company reported applying similar methods in later campaigns. During work for Truecaller, influencer content was combined with continuous performance monitoring to improve brand awareness in the United States. Moburst states that campaign testing covered creator categories, audience segments, posting styles, and platform selection before adjusting budgets toward stronger-performing content. According to the company’s published results, the campaign generated more than 7.2 million video views and 367,000 engagements while contributing to increased branded search activity and user growth in the United States. The campaign later received recognition at the 2024 MUSE Creative Awards.
Other client projects between 2023 and 2024 followed a similar pattern. Moburst has designed and executed campaigns for Upside, PreVue, NewDay USA, and SYNLawn, among others, combining creative production with paid media and performance analysis. All publicly available information about these projects focuses more on campaign goals and award recognition than on operational details. Some of the campaigns were honored by the MMA Smarties Awards and the MUSE Creative Awards. Others earned awards for website redesigns, social media efforts, or creative marketing. Together, these campaigns represent the company’s evolution toward integrated campaign management.
The company’s influencer activities also share much with its traditional approach to user acquisition. Previously, Moburst concentrated on promoting mobile applications through app store optimization and paid acquisition. As its services expanded, influencer campaigns became another route to attract users, while performance analytics measured results across channels. Company materials describe a process that includes planning, creator selection, campaign management, reporting, and continuous optimization using data collected throughout campaign execution. Those methods are presented as part of a wider marketing framework rather than as standalone creative exercises.
The PlugSports campaign received the Effective Mobile Marketing Award in 2023, while the Truecaller campaign later won Gold at the 2024 MUSE Creative Awards. These accolades join several other industry awards the firm won during the same period for social media campaigns, website development campaigns, and performance marketing campaigns. Although awards cannot quantify a business’s success, they provide an independent acknowledgment of work evaluated against set standards.
Gilad Bechar and Lior Eldan continue to lead Moburst as the company develops marketing services across multiple disciplines. Publicly available information suggests that influencer marketing has become one component of a broader operating model built around paid media, analytics, creative production, and user acquisition. Rather than replacing traditional digital advertising, creator partnerships have become integrated with it. The company’s published campaigns between 2023 and 2024 show how that combination has become part of its wider digital marketing strategy while reflecting broader changes across the industry.
