There are also huge variety of ad networks to run mobile display campaigns through, not just the big players such as iAd and AdMob. And this is increased when you take into account additional channels such as Facebook’s mobile ad platform, Twitter and mobile video. So getting some real insight and advice on what are the most effective channels and networks for your brand and particular campaign can also be a make or break issue, as not all mobile ad networks deliver the same reach, quality, cost or reporting (and again, see part one on tracking).
Mobile App Launch Strategies (part 3): Mobile Display Campaigns, Networks and Remarketing
Mobile advertising has evolved. With a range of new display ad units that incorporate a suite of dynamic features, new ad networks that deliver ever growing reach, contextual and location based targeting, and in depth tracking solutions – mobile display has made huge leaps since the early days of basic static banners.
As with all marketing, ROI should be the focus of any paid for activity (same goes for organic and earned for that matter!), but particularly where mobile display and app discovery is concerned. Return on Marketing Investment is of course a critical factor when investing in app launch activities. And as with some of the more recent mobile game launches (often free-2-play titles), huge budgets have been spent on driving the apps to a top app store position. However, ensuring your app is positioned to deliver on ROI targets from your media spend needs careful monitoring and often real-time campaign optimisation where mobile display is concerned. And this can only really be achieved by ensuring the best tracking solution is in place, which is where a lot of campaigns fall down on from the start.
Most businesses do not have huge multimillion dollar budgets for app download campaigns, so optimising your app store position is critical to ensuring your spend delivers the right level of return. Tight targeting through optimisation of your ad and app data can deliver some impressive results, but testing and learnings are critical to developing your strategy, so ensuring you have the right strategy in place to capture learnings, as well as the budgets available to generate them, is an important point to note. Average cost for app installs come in at around $3, but you when need 50k+ downloads a day to hit a top US app store position then this needs some careful management.
Of course ad creative is always key in the advertising industry. A strong message with great creative that is (and importantly in mobile) relevant and within context, can be the difference between a strong CTR and a massive Fail! And testing again comes into play; why not run a short A/B split test on a couple of creatives, or see which creative works best in the morning compared to the evenings (this is talking in very simple terms).
Incentivised downloads vs. non-incent
Non-incentivised App Walls are become increasing popular as they attract loyal users who have not been ‘incentivised’ to download that app in order to achieve another goal (e.g. unlock a new level in a game for free if you download XYZ app). Non-incent channels deliver high quality users that often monetise quicker than incent and have a longer and more profitable customer Life Time Value. Alternatively, if you are seeking a high volume of low cost app installs then incentivised marketing can be cost effective and help you deliver on your download targets. Many companies use this as a platform to deliver a strong initial app store positioning, which in turn drives up organic download numbers and brand and app recognition.
If you have planned things well you will now have this huge volume of app users, so how do you keep them as ‘active users’? A lot of businesses find that once downloaded the user loses interest in the app as competition with new apps on their device becomes rife. Remarketing strategies can keep your app front of mind and this is again where the need for a strong tracking, analytics and campaign strategy will help you to mine your data and provide the insight needed to accurately remarket to users at varying stages of their app usage cycle; whether they have downloaded and not opened, to downloaded and not purchased, or you are pushing for a second purchase or other – understanding and segmenting your users for remarketing messaging can deliver huge gains, as the cost of keeping and monetising an existing customer is often much lower than acquiring a completely new one.Some mobile marketing terminology and measures to note:IAP – In App Purchase: transactions of goods for money made by customer within the app.LTV – Life Time Value: the value of a customers IAPs througout their app useage.
CPC – Cost Per Click & CPM – Cost Per Thousand (e.g. for banner ad impressions)CPD – Cost Per Download – total cost of a single app downloadCPA – Cost Per Acquistion – total cost of a single user acquisition (usually used when tracking a download to IAP)eCPA – Effective Cost Per Action
Just a few weeks back Facebook’s share price had rocketed (back to its original IPO price anyway!) just on the news that it’s mobile ad business is proving hugely successful (relatively speaking). With a high level of demographic targeting and a strong mobile audience, platforms such as Facebook can deliver increasingly impressive results at a local and international level. Even Linkedin is now getting in on the action with revamped Android and iOS smartphone apps, they are looking to roll out increasing levels of mobile advertising which could provide a great platform for many B2B and business brands. And the majority of Twitters revenue comes through mobile users and mobile ad clicks, so these channels are of course additional areas to be investigated when planning your activity.
Additional thoughts on app promotion:
The basics include ensuring that your app is featured on all marketing collateral where relevant – that means the website, company social media profiles, even email signatures can help push up those download numbers! Any touch point that helps get that user to download should be pushed internally.
Push Notifications: just seen a great article on this click here.
We hope you enjoyed this series on app promotion and if you have an questions about your campaigns please get in touch with the team at Yodel Mobile, as we’d be happy to have a chat.