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 Solitaire game app.
Decrease in Cost-Per-Install
Increase Conversion Rate
Increase in Retention Rate
Localized Video Ad
Consider looking into different ad formats when strategizing your user acquisition campaign. For this case study, video and display ad format were utilized with results showing video ads performing better. Results showed that the cost-per-install (CPI) of video ads were lower than display ads, amounting to $1.43 after four months. Though, the conversion rate (CR) and install rate (IR) of display ads came out higher.
Utilizing multiple device platforms will also help in reaching bigger markets. The outcome that the campaign showed a mixture of results for iOS and Android devices. Coming out on top was Android but both platforms displayed significant results for certain metrics. The CPI for Android was 1.3x lower compared to iOS. However, day 7 retention rate for iOS is higher with 20.39% than Android with only 17.27%.
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