Did you know that approximately 45% of mobile content is outside self-attributed networks like Facebook, Google, and Snap?
Mobile programmatic inventory allows you to find good users while they are playing or consuming other content in apps. If you're not yet utilizing mobile programmatic buying, you could be missing a large audience of potentially good users.
Here is how to win with programmatic media for your user acquisition campaigns.
Campaign Startup Process
The app publisher looked into acquiring highly engaged users and generating high ROI and optimal CPI for a Hyper Casual app.
Decrease in Cost-Per-Install
Increase in Click Through Rate
Increase in Conversion Rate
Hyper Casual Display Ad
Hyper Casual Video Ad
Utilizing different creative strategies for a campaign will help with reaching different audience preferences or behaviors. In this case study, challenging the users to see how long they could play the mobile game through a specific message was the approach that was used.
The strategy was done in two ad formats: display ads and video ads. Both formats had different messages, though, the main theme of challenging the user was in place. The outcome presented a mix of performance results between the two formats with display ads coming out on top based on the cost-per-install (CPI). However, video ads had a 10x higher conversion rate (CR) after seven weeks.
As a mobile marketer, it’s always good to keep on testing in order to see what will work best for your user acquisition campaigns.
Benefits of Acquiring New Users with Programmatic Media
Lower cost to acquire new mobile game users
Scale the user base with a lower churn rate
Boost lifetime value of mobile game users