The programmatic landscape is constantly adapting to new ad tech needs and requirements. As programmatic buying has continued to introduce more complexities, Interactive Advertising Bureau (IAB) has tasked itself with designing “new procedures to bring more clarity to the byzantine digital ad-supply chain”. This new protocol is actively being developed within the IAB, which is accepting public comments until December 15, 2017.
Most app marketers are running mobile retargeting campaigns to reactivate lapsed or existing users by driving them to re-install an app or complete post-install actions. According to a study by Adjust, retargeted users outperform new users when it comes to retention, events, and, most importantly, revenue events.
Retargeting has become a buzzword since app marketers realized that engaging and retaining users with high lifetime value (LTV) is more efficient than having new users install their apps. As mobile advertising develops, so do retargeting strategies.
The mobile app ecosystem has always been dynamic. The app marketers’ key performance indicators (KPIs) for ad campaigns used to be measured by ad clicks and install volumes. As the industry continues to develop, LTV user acquisitions are now the measurement of campaign performance.
Aarki, a DSP focused on mobile app marketing, worked with a social casino app advertiser looking to achieve a positive ROI through a lower CPI (cost per install) at scale.
Aarki found that the engaging, user-friendly nature of rewarded video ads enabled them to drive success for these key objectives and meet the advertiser’s ROI goal. The advertiser also saw higher engagement rates from rewarded video compared to their 30-second skippable video ads. As a result, the advertiser doubled their rewarded video ad spend month-over-month.
Read the case study below to learn more.
Gone are the days when advertisers were relying on the install volume and post-install events in analyzing campaign performance. Though app install remains as one of the most common key performance indicators (KPI), nowadays in an app marketing campaign, app marketers are increasingly becoming interested in optimizing campaigns directly on the return on investment (ROI).
An effective mobile app marketing strategy to acquire high lifetime value (LTV) users is cross-promotion. This allows app marketers to take advantage of their already existing or lapsed high LTV user base by promoting a new app to them. For example, an app developer has an existing app and has just launched a new app. Considering that both apps fall into the same category, the advertiser can promote the new app to the high LTV users of the old app. The theory behind this is if the users are driving the return on investment (ROI) of the old app, they are highly likely to do the same for the new app since the two are in the same category.
Mobile advertising and attribution are based on click-through conversions rather than impression (view-through) conversions. The direct correlation between the click and the app install is a stronger attribution than the indirect correlation between the impression (ad view) and the install. Despite the fact that the real value of impressions is difficult to quantify, the value gained from the impression measurement should not be overlooked.
Acquiring high LTV users - no matter what method - is a big challenge, but retaining and keeping them engaged is another. Many apps are failing to maintain user interests and keep them engaged for a long duration. A study from eMarketer states that “only 24% to 29% of iOS users who installed an app used it again within 24 hours of their first app session.” Retention rates fall to a single digit by the thirty-day mark and according to research, the rates are worsening by the year. Thus, retargeting strategies emerge and are becoming widely used by many app marketers.