How Adikteev’s New Positioning Drove +275% iOS Revenue Growth in 2025

Adikteev is an award-winning adtech company that helps app publishers acquire and retain users. They offer two core solutions, serving different stages of the user lifecycle, and work with top-tier apps across different verticals.

Year
2025

Co-Founder
Emilien Eychenne

CHALLENGE

  • Strong capabilities across two distinct products (iOS retargeting and Connected TV user acquisition), but their market positioning wasn’t clear.

  • External messaging focused on features and results, which made differentiation harder in a crowded market.

  • The company’s broader ambitions and roadmap weren’t clearly reflected in its public positioning.

GOAL

  • The objective was to define what Adikteev uniquely owned in the market and align all teams around a single narrative.

APPROACH

  1. Understand current perception:

    We started mapping how the market perceived Adikteev

  2. Identified the opportunity gap:

    Rather than competing on incremental features, we focused on identifying a significant market problem that Adikteev was uniquely positioned to solve. We chose a problem that could unify both products under a single strategic narrative.

  3. Created a new category:

    ‘Adaptive Performance Marketing’ as they are more than capable of exceeding client targets despite the ever-changing adtech landscape.

  4. Activated the positioning:

    Once the category was defined, it was introduced to the market through founder-led content on LinkedIn to open conversations around important shifts in adtech.

RESULT

  • Before: Multiple company strengths, communicated separately.

  • After: An owned category and problem that helped them dominate the market.

+ 275% iOS Revenue in 2025

+100K Organic Impressions on LinkedIn

The Lesson: Stop selling features, start fighting the market problem

Adikteev has proved something crucial: you can have the most innovative product in the world, but if you’re not discussing the real struggles in the right language, you will inevitably blend in.

The methodology worked because we focused on ignored struggles (fragmented user identifiers across different platforms) and spoke to it in marketer’s own words.

Sometimes, standing out means admitting your amazing product has been hiding behind generic messaging. It means getting specific about what you’re fighting for and what you’re fighting against.

#Top 2 Branding & Positioning Podcast 🇫🇷

BUSINESS ESCAPADES

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