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


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(Kochava) Three Ways to Increase Your Audience Reach with the Kochava Collective

Source: Kochava

The odds are certainly against apps, especially new ones, when it comes to app store ranking. The app stores are flooded with apps (2.2 million for Android). Having a good app store ranking depends on the number of new users of your app, but getting in-app ads and apps into the right hands is a convoluted game with lots of players. You need to know your audience and where to find them among the networks.

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Mobile App Marketing Strategies: Then vs. Now

The mobile advertising industry has matured over the past few years. We can look at its brief history in three main stages. Let’s take a deeper dive into the evolution of mobile app marketing to understand today’s current strategies.

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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 Evolution of Mobile App Marketing Part 3: Lookalike Audience Targeting & Bespoke Segments

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The mobile app marketing industry has matured immensely over the past years. As discussed in part 1 and part 2 of this blog series, the industry has shifted focus from ad clicks to installs and post-install events. Now, many app marketers have also been testing new strategies such as cross-promotion and re-engagement. However, as this industry evolves, so does advertising technology. This evolution enables app marketers to leverage advanced technology for new strategies.

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The Evolution of Mobile App Marketing Part 2: Cross-Promotion & Re-engagement

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The mobile app marketing industry has undergone quite a few changes since its early days. As discussed in part 1 of this blog series, the industry began with the focus on clicks then moved to optimizing for installs and post-install events. 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 starting to realize that acquiring high lifetime value (LTV) users is the key to success. Thus, many have began to optimize their app marketing campaigns for high LTV users.

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The Evolution of Mobile App Marketing Part 1: User Acquisition

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The mobile app industry has come a long way since almost a decade ago. Back in 2007, Apple released the first generation of iPhone with preloaded apps. Shortly after, the first Android smartphone hit the market in 2008. Back then, mobile apps were simply deemed as useful, nice-to-have tools that people could live without.

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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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The Role of Mobile Devices in eCommerce

Over the year, mobile devices have become more of a necessity rather than an accessory. There was a time when we used mobile devices only for communication. Nowadays, mobile devices are everywhere and are used for variety of purposes. From finding transportation to doing taxes, mobile app solutions have quickly been growing at an exponential rate. One of the fastest growing mobile app verticals is ecommerce.

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Leveraging Mobile Apps to Gain Customer Loyalty

In today's device-driven age of texts, tweets, and social media, it can be hard to grab user’s attention. To keep up with these trends, brands looking to build customer loyalty should consider one of developing mobile app strategies. Mobile devices provide the type of rich contextual data and personal connections brands could only once dream about. The value of a loyalty program is visibly more important on mobile because everything is in real-time. 

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The Effect of Programmatic Media Inventory Value on Campaign ROI

As the mobile app industry continues to evolve, app marketers are beginning to look beyond app installs to measure the campaign success. Instead, they are choosing to focus on the quality of users and consequently, the return on investment (ROI) of each campaign. The theory is that the more high-quality users they can acquire, the more likely it is that the campaign will achieve stronger ROI. This can be attributed to the believe that ROI is driven by the amount and value of in-app purchases high-quality users will make.

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