A Decade of Moburst: Interview with Founders Gilad Bechar and Lior Eldan

Lital Castel
Lital Castel 03 June 2024
A Decade of Moburst: Interview with Founders Gilad Bechar and Lior Eldan

Marking a decade in the intense landscape of digital marketing showcases not only resilience—but also the ability to flourish amidst constant change and fierce competition.

This year marks a significant milestone for us at Moburst as we reflect on ten years of growth, innovation, and resilience in the mobile and digital marketing landscapes. 

Founded on the vision and expertise of Gilad Bechar and Lior Eldan, Moburst carved out a niche for itself by combining our team’s creative ingenuity, strategic depth, and cutting-edge technology. Our journey through the industry’s fluctuations has been marked by a steadfast commitment to excellence and adaptability.

In honoring our decade-long journey, we delve into an enlightening conversation with our founders, offering an inside look at the trials, triumphs, and transformations that have shaped Moburst. 

Moburst Anniversary

This article unfolds our story—from the initial spark that led to creating Moburst, through the challenges we faced, to being recognized as the Digital Marketing Agency of the Year, among other incredible victories we celebrated—delving into the vision that propelled us forward.

As we commemorate this milestone, we invite you to explore the essence of Moburst’s decade in digital marketing—a celebration of innovation, the criticality of adaptability, and the unwavering commitment to Growth Done Right. 

Curious to discover Moburst’s top client success stories and key highlights from the past decade? Check them out here.

From Vision to Reality

When Moburst was founded in 2013, the mobile marketing landscape was already undergoing significant transformation. Thanks to the widespread adoption of smartphones and the growth of mobile apps, mobile marketing has moved beyond the initial SMS strategies of the early 2000s to more sophisticated, app-based marketing.

The introduction of the App Store in 2008 and the Google Play Store in 2012 also catalyzed a shift toward a mobile-first approach in consumer technology. 

  • Brands began to recognize the importance of optimizing their content for mobile devices to improve user experience and capitalize on the increased engagement that apps and social media platforms offered​.

“Our journey began in 2013, with a shared passion for marketing and a vision to create something groundbreaking,” reflects Lior Eldan. “We knew the digital and mobile landscapes were evolving, and mobile marketing was the future. Starting with just one client, we embarked on the mission fueled by our combined expertise.”

  • In this rapidly evolving market, Moburst’s initial focus on mobile-specific strategies and services positioned it well to capitalize on the rise of app marketing and the increasing importance of mobile as the primary device for consumer engagement. 

This strategic focus allowed our agency to offer unique services that catered to the needs of brands and apps looking to distinguish themselves and become leaders in their category.

Gilad Bechar adds, “The early days were about bootstrap and belief. We funded the agency on our own, bought computers for our first office, and hoped it would all work out. We transitioned from working as consultants and freelancers to thinking like a company. It was a calculated leap into the unknown.”

Overcoming Challenges 

As Moburst navigated its growth journey, the landscape of digital marketing presented plenty of challenges, each serving as a critical learning and pivot point for the company. Overcoming these challenges required not only adaptability but also the ability to sense emerging industry trends and client needs.

Lior Eldan reflects on the journey: “Our decade-long voyage can be summed up in three words: ‘What a ride. It was filled with learning, adapting, and yes, significant challenges that tested our resolve and creativity.”

Advertiser Distrust

2017 was particularly challenging for the digital marketing industry, as it faced a crisis of confidence marked by increasing advertiser distrust. 

Issues like click fraud became prominent, undermining the effectiveness of pay-per-click campaigns and artificially inflating costs. This led to broader concerns about the integrity and transparency of digital advertising practices and a reluctance to hire digital marketing agencies.

Advertiser Distrust

“The challenges we faced in 2017 involved not just navigating a difficult market but also rebuilding trust in the digital advertising space,” Gilad Bechar recalls. “These events highlighted the necessity for more robust measures against fraudulent activities and a renewed focus on genuine engagement marketing strategies​.” 

Simultaneously, the perception that brands were often not living up to their public values contributed to growing consumer skepticism. 

“There was a lot of advertiser distrust, partly due to aggressive retargeting and intrusive advertising practices that many consumers found off-putting,” Lior Eldan explains. This sentiment was reflected across the industry, necessitating a shift towards more authentic and value-driven marketing approaches to rebuild consumer trust​.


​​The global challenges presented by the COVID-19 pandemic further tested Moburst’s agility and adaptability. 

Gilad Bechar discusses how the pandemic initially disrupted the business landscape, “COVID-19 was a curveball for everyone, us included. It forced us to innovate rapidly and adapt to new ways of engaging with clients and their audiences.” 

Despite these hurdles, Moburst managed to not only survive but thrive, tripling its size in the subsequent years. “The pandemic underscored the importance of digital channels more than ever, and our team rose to the occasion, helping our clients navigate these turbulent times,” Gilad adds.

The lessons learned from navigating advertiser distrust and the impacts of the pandemic have profoundly shaped our agency’s approach to digital marketing. 

  • These experiences reinforced the importance of maintaining flexibility in our strategies, building trust with transparent practices, and embracing innovation in response to global shifts. 

“We learned that staying true to our core values while swiftly adapting to market changes was essential for our growth and sustainability,” Gilad concludes.

Evolving with the Industry: Innovation and Expansion

Over the past decade, Moburst has been at the forefront of the mobile and digital marketing evolution, not just observing but actively shaping the industry’s transformation. 

Here’s a deeper look at how Moburst stayed ahead:

Embracing Mobile-First Marketing

“From the outset, we recognized the shift towards mobile-centric marketing, with many app owners reaching out to us to solve their toughest marketing challenges,” recalls Gilad Bechar. “Our commitment to this direction attracted industry giants such as Samsung, Google, and Reddit, who sought our expertise to refine their mobile strategies.” 

Mobile-first marketing

The early adoption of a mobile-first approach enabled our agency to deliver marketing strategies that met consumers where they were most engaged to over 700 global brands—from small businesses to Fortune 500 companies.

Leveraging Advanced Technologies

“Integrating AI and machine learning early on helped us to craft personalized, highly effective marketing campaigns,” explains Lior Eldan. This proactive adoption of new technologies has consistently delivered better outcomes, keeping Moburst and its clients at the cutting edge of the digital marketing space.

Lior Eldan expands:

“We made sure our clients have one source of truth for all their marketing activities by providing comprehensive analytics that empower them. This has allowed them to stay ahead of their competitors by uncovering unseen opportunities, increasing ROI, and feeling in control of their marketing efforts.”

Enhancing Capabilities with Strategic Acquisitions 

Recognizing the benefits of diversification, Moburst expanded its service range through strategic acquisitions. 

We noticed a shift in our clients’ demand for more comprehensive marketing solutions, including video production and advanced web design. This prompted us to acquire specialized agencies, broadening our expertise to offer over 25 solutions,” noted Gilad. 

“Initially focused on mobile app marketing, we later diversified. In 2019, we advanced towards being a versatile mobile-first digital agency, expanding service offerings from 5 to over 25. This transformation aimed to provide our clients with a full suite of digital services. Our dedication to excellence over the past five years led us to strategically acquire two other agencies, significantly boosting our capabilities and client performance.”

Interactive Content
  • Moburst not only adjusted to offer more services but also incorporated innovative strategies, expanding from providing app-focused solutions such as app store optimization (ASO) to offering advanced video production, web design, media buying, UX/UI, and influencer marketing services. 

  • This allowed our clients a unique chance to access all their marketing needs under one roof, saving them money by eliminating the need to hire multiple agencies.

These strategic moves broadened Moburst’s capabilities and brought in new talent and technologies, supporting our agency’s ability to serve a diverse clientele and become their go-to all-in-one provider.

Adapting to Changing Consumer Expectations

As digital and mobile marketing evolved, so did consumer expectations. We responded by creating marketing campaigns that resonated more deeply with audiences, focusing on authenticity and engagement. 

“We’ve always aimed to exceed our clients’ expectations by under-promising and over-delivering, offering them unparalleled results that foster long-term success,” says Gilad. This commitment has helped build lasting relationships and brand loyalty in a competitive market.

Looking Ahead: The Future of Moburst

Looking ahead, Moburst remains committed to innovation and excellence.

“Our accomplishments are anchored in our expert marketing teams. Their innovation and talent have been instrumental in our journey. The digital landscape is ever-changing, and we are dedicated to staying ahead of the curve,” Gilad affirms. 

Through a decade of significant industry changes, Moburst has adapted and thrived by anticipating market trends and leveraging new solutions and technologies to consistently stay ahead of the game. 

We believe in building long-term partnerships based on trust, transparency, and a shared vision for success. Our team goes beyond simply implementing data-driven strategies; we become an extension of your team, deeply invested in understanding your unique goals, challenges, and aspirations.

Our dedicated team will craft customized solutions that deliver tangible results and empower you to achieve your long-term vision.

Lital Castel
Lital Castel
Lital is Moburst’s Content Manager & Email Marketing Specialist. She specializes in coming up with engaging ideas and research to capture the trendiest topics in the digital and mobile marketing world. She is passionate about productivity and optimizing your day, but you can probably find her playing video games while cuddling with her dog on the couch to wind down at the end of a long day.
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