With more than 20,000 apps added to the app stores every month, it’s becoming increasingly difficult for brands to stand out from the crowd. Even if your brand manages to become one of the few apps used by mobile users every month, according to eMarketer, only 7% of users return to an app 30 days after they install it. In order to not waste the acquisition efforts, smart brands are using engagement strategies that are heavily driven by data analytics.
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.
Wouldn’t it be great if we could predict the performance of our next mobile app marketing campaign even before it starts?
More importantly, it would definitely be useful if we could identify the key aspects of a campaign that are most likely to drive its performance.
The traditional concept of advertising comes with a close relationship between advertisers and publishers. Many advertisers value this relationship. However, traditional direct deals cannot offer the scale, speed and efficiency of programmatic. This is due to the fact that traditional direct deals rely on human negotiations and manually inserting the orders which makes the process slow and inefficient, especially when dealing with hundreds of thousands of orders at a time.