Read thought provoking articles on the use of machine learning for improving mobile app marketing performance.


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Have You Optimized Your Ads for the Holiday Season?


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With U.S. online spending during the holiday shopping season expected to grow 14.8 % this year to reach $124.1 billion, far surpassing the 2.7% growth forecasted for brick-and-mortar locations, retailers need to both expand their ability to serve more consumers and position themselves to grab a larger slice of the holiday pie.

Here are proven ideas that can help you optimize your holiday ads and connect online advertising to offline sales.

Programmatic is the solution

If you have not optimized your ads for the influx of holiday shoppers, programmatic is one solution to your holiday dilemma. With the availability of more user behavioral data, app marketers are able to gain valuable information on what consumers most likely want to see in an ad. This insight can be used to identify what kind of ad creatives and content will resonate with the target audience. Through the improvement of targeting accuracy and the optimization of ads in response, you will be able to acquire the users you want this holiday season.

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Retargeting drives performance if combined with the right audience segmentation strategy

Connect with shoppers who have already shown an interest in your product or service and have begun their journey down the marketing funnel. Different segmentation and targeting strategies can be leveraged to encourage users to complete their purchase. Consider historical in-app behavior while segmenting users because the right segmentation strategy could drive high LTV users to your app.

Also, relevance is one of the most important aspects of a successful app marketing campaign. Today’s consumers want a better shopping experience, which means there is a need for more relevant ads with engaging content. Nice creative ads targeting the wrong audience will not generate strong conversion rates. Appealing creative and relevancy are both necessary parts of the puzzle to deliver the best advertising performance.

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Creative is the heart of the ad

The ad creative that resonates with your audience can make your app marketing campaign a hit. By executing smarter and more personalized ad creatives, you will enhance your opportunities to grab users’ attention. Think over the incentives that will encourage users to download/use the app. Present special holiday deals, discounts, and offers. Attract new users and stimulate the existing ones to engage with the app. Festive ad creatives with a holiday feel will add charm to your ad copy and will boost engagement.

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Timing is Everything

The right ad creative should be shown to the right user at the right time. Insights on install peaks and CPI should be taken into consideration while planning the timing of your app marketing campaign. According to Singular’s Holiday Trends Report:

  • CTR spikes right between Thanksgiving and Christmas
  • eCPI starts expensive and gets cheaper through the second half of December

The growing mobile user market will only get bigger as the holiday season approaches. Ensure that your mobile strategy has the best chance of attracting the attention of your target audiences.

 

Topics: Ad Creative, Programmatic Advertising