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


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Why Quality Matters Over Quantity When It Comes to Mobile App Users

In the early days of the mobile apps phenomenon, the number one goal for most app marketers was to acquire as many users as possible. The more users they can get, the higher their apps rose in rank in the Apple iOS or Google Play app store’s’ charts. In turn, the visibility that the top chart apps get leads to a significant organic lift of installs. However, as the mobile industry continues to mature - many app marketers’ focus have also shifted. From focusing on just the quantity of users, app marketers are also focusing on the quality of those users as well. If you are an app marketer and have not already shifted your strategy to target quality users, now is the time to do so.

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(Apsalar) How Mobile App Measurement Reflects The New Era Of App Marketing

Source: Apsalar

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Mobile app marketing has come a long way since its early days. As the industry matures, new trends emerge. Today, app marketers may be focusing on different metrics to measure success than they were a few years ago. For more insights into the changes, we've partnered up with Apsalar to provide more clarity into the new trends.

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Mobile Web vs. Mobile App: Which is Better for Your App Marketing Campaign?

The mobile web vs. mobile app dilemma is perhaps one of the most common conflicts in marketers’ minds. If mobile advertising effectiveness is the goal, then there are prominent factors that need to be taken into account when making the decision between mobile web and app.

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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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Programmatic Advertising: Re-engaging Users Through Mobile Retargeting

Back in the early days, app marketers’ biggest challenge was getting users to install their apps. Today, app install is still one of the most common key performance indicators (KPI) in an app marketing campaign. However, as the mobile app industry continues to mature, app marketers are faced with an even bigger challenge.

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(Apsalar) Mobile Ad Blocking And What We Can Do About It

Source: Apsalar

The ad blocking epidemic has reached mobile advertising last year. It has affected advertisers and publishers, leaving many to wonder what can be done to mitigate the risks. To dive deeper into this topic, we've partnered with Apsalar to provide detailed insights about ad blocking growth and what the industry can do about it.

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Using Machine Learning to Predict Campaign Performance

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.

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Understanding Programmatic: Reserved and Unreserved Programmatic Direct

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.

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(Sensor Tower) 65 Million U.S. Shopping Category Downloads So Far: The Top Apps, Best Days, and More

Source: Sensor Tower

Shopping is one of the fastest growing category within the mobile app industry. As the competition between apps in this category intensifies, data is the key to figuring out what would be the best app marketing strategy. To help app marketers with this, we've teamed up with our partner, Sensor Tower, to provide more information on this category's performance.

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