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


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How You Can Win Users with Rewarded Video

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Mobile advertising continues to be a fluid industry with evolving ad formats. The top performance driven ad formats on mobile are rich media and video. Along with Native, Rewarded Video is the fastest growing ad format in programmatic advertising.

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Should You Use Mobile Playable Ad On Your Next Campaign?

The mobile advertising industry continues to grow and innovate at a fast pace. One of the newest mobile ad formats to emerge in the recent year is playable ad. Since its emergent, playable ad has quickly become a popular ad format amongst mobile app marketers.

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The Differences Between Native Advertising and Content Marketing

Do you associate native advertising with content marketing? If so, you are not alone. In fact, many people associate the two terms or think that they’re the same. However, there are differences between the two.

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Does Ad Size Matter in Mobile App Advertising?

Mobile app advertising can make or break your app. Too many mobile ads, or even the wrong kinds of mobile ads, can drive potential high lifetime value (LTV) users away. Proper advertising is crucial for the success of any app marketing campaign. 

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Improving Mobile App Marketing Campaign Performance with Responsive Ad Creative

Mobile device usage has skyrocketed during the past decade. Likewise, mobile devices themselves have taken big steps in evolving. From the birth of the first generation of iPhone in 2007 and first Android smartphone in 2008 to the recent debut of iPhone 7 and other Android models, we’ve seen several different screens sizes and upgrades.

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Understanding Dynamic Creative Optimization in Programmatic Advertising

As app marketers get savvier at collecting and leveraging data, the opportunities around personalization ad messaging, also known as dynamic creative optimization (DCO), are evolving. According to a study by eMarketer, nearly two-thirds of U.S. ad agencies are optimizing or customizing ad creative dynamically based on data. The primary goal for using DCO is to drive user engagement and clicks. To dive deeper into the topic, let’s first find out what DCO really is.

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Why Mobile Beats Desktop in Native Advertising

Native advertising is proving itself to be one of the most effective ways of engaging with users in an advertising context. According to BI Intelligence, native ads that appear as branded or sponsored content are delivering higher engagement rates on smartphones and tablets than on desktop. The research found that click-through rates (CTR) for premium native ads were highest on smartphones, at 0.38% in 2015, while tablets saw an average CTR of 0.33%. In the meantime, desktop struggled to achieve a CTR of 0.16% for native ads. So, why is mobile native advertising performing so much better than desktop ads? Let’s find out.

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Programmatic Advertising: Getting Your Mobile Ads Seen

Today, there are more people than ever who are on mobile devices and now is the right time to think over the methods you are using to get your ads seen. Your understanding of mobile app marketing has to go beyond the general app marketing campaign — you have to get the campaign on different channels and in different forms. This means you also need to decide what form your ad will take on each channel. Here are a couple of important mobile marketing methods that will benefit your app marketing campaign.

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Which Ad Format Drives The Highest User Engagement?

As ad technology evolves, so do mobile users and their interests. In order to drive user acquisition campaign performance, app marketers should align their strategies with the interests of target users. Ad creative can helps app marketers pique users’ interest and drive them to take action, whether it is installing an app, registering for an account, or making a purchase.

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Solving for The Ad Blocking Epidemic

Ad blocking continues to gain ground as more users discover how easy it is to install a plug-in that eliminates the ads they consider most intrusive. A study by eMarketer forecasts that ad blocker usage will grow by double digits this year and the next. It is forecasted that in 2016, 69.8 million Americans will use an ad blocker. That’s almost a jump of 35% over last year. Next year, that figure will grow another 24% to 86.6 million people.

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