28 September 2017
DoubleClick is an SSP allowing the advertisers to buy up the ad placements on many well-known sources of traffic at the same time. The service is connected with the biggest advertising platforms and display networks like Google Adwords, Baidu, Yahoo and, until recently, even Facebook.
The platform is unique for two reasons. First of all, many of the premium ad placements are available only via DoubleClick. Secondly, the advertisers get the access to an almost unlimited amount of traffic in one platform. Besides, there are other exclusive features: more delicate targeting adjustments than in the display networks like Adwords are available; it is possible to connect third-party data management platforms and Brand Safety services that allow brands to avoid negative mentioning. Finally, it's possible to buy the advertising not only using the auction, but directly from the websites, for example, banners on BBC main page, which is definitely a platform's advantage.
The only significant limitation for working with DoubleClick is the budget size. The smaller it is, the smaller are the chances to get the access to the SSP. We would rather recommend this service to the big companies, because they will be able to reach the largest possible audience using the instruments provided by the platform.
5 September 2017
Now we are going to talk about soft launch, that is a helping hand for the developers to test the waters for their app. Undoubtely, this is a great way to find vulnerable spots in the app and to fix them before the whole campaign begins.
So, to start with, soft launch is suitable for those apps where the main functional part is ready. Interface may change in the near future, some additional features may not be realised — it's not important while making a test of a business model. The exception is the product made on the investors money as an alternative to an already existing big player on the market — in this case, such small things like additional features and interface usability will make the difference.
Aggressive marketing activities is what one should avoid while making a soft launch. It's very likely to get huge volumes of negative feedback, even before the general launch of an app. For mobile apps this can lead to an embarrassing situations: for example, the need to fix the spoiled rating in the store or, even to re-publish the app.
Next week, we'll touch the geographical aspects of soft launch — don't miss!
5 September 2017
We keep answering the most frequently asked questions. Today, let's try to choose the most suitable advertising format in various app categories.
Highlighting the trends first: the main focus is consistently shifting to video format, as it provides the higher conversion rate into app installs and other target actions, according to ad networks data. On the other hand, one can hardly be convinced that the specific ad format will perform successfully for every product.
Therefore, user needs analysis in the app category and personal experience of the agency are on the frontline. For example, it is important to show users the gameplay and graphics while promoting the game, and video is the best choice for that. The same situation can be witnessed in fitness apps advertising: the user should get the understanding of what functionality is offered in the app. Vice versa in the e-commerce category — according to our personal experience, carousel format, playable ads and banner ads perform much better than video.
Our advise to app developers: test as many ad formats as possible when launching the app, and, relying on the results, choose the most effective format. Such analysis will help you to optimize the budget and to upscale your ad campaigns properly.
5 September 2017
What's the average CPI by country and where to find solvent audience?
This time we're answering two questions that we've already been asked a hundred times. This topic is super-relevant for those people who is about to launch a mobile app at several markets at the same time, but not yet ready to decide where exactly to start the expansion.
Basically, the average cost per install is quite individual for every mobile app: big weight and high level of competition in the category contribute a lot to price level. So, the scatter is really big: CPI in «Utilities» — from $0.5 to 0.8 per install, «E-Commerce» — $0.5-1.3. The difference becomes even more significant when looking at the «Entertainment» category: depending on the app specifications the advertiser may pay from $1 to $2.5 per install.
Of course, from time to time we start working with apps from the categories that we haven't worked with before, and to provide client with the average CPI rate is difficult. In this case, we agree to conduct a test campaign: the advertiser provides a test budget, about $1.000, and then, according to the results of the test, we provide the information on the CPI rate and the quality of traffic.
What about solvent audience? Well, the answer is obvious: Tier-1 countries like the US, the UK and Australia have the largest audience ready to spend their money. But to reach that audience here will also cost a lot, for what many advertisers are not ready to pay. However, a lot will depend on the category of an app, too — for example, some gaming apps have a huge financial success in South-West Asia, spending several times less on user acquisition.
5 September 2017
Today, let's find out whether Twitter is a useful source of quality traffic and to whom it may be a helping hand.
First of all, audience. It's more «Focused» by age and interests, than Facebook. The vast majority are people age group 25, ready to stand their position really actively: sports fans, active political supporters, fans of music artists and celebrities, journalists, bloggers. If you have a great experience of interaction with such audience, Twitter is the next source of traffic you should explore.
Also you should keep in mind that Twitter feed is divided thematically. It means, advertising material that don't look native in the feed of potential user can be totally ignored. Of course, you don't need to ban the idea of showing the advertisement to a wide variety of users but, in this case, user acquisition may become extremely expensive.
One way or another, you will spend more money on user acquisition campaigns in Twitter than in Facebook, but, what's more important, you will find much more people ready to pay for your services or products here. As for categories, we recommend promotion via Twitter for e-commerce, travel and «News» apps.
5 September 2017
There are still a lot of discussions whether it makes sense to attract mobile traffic from Snapchat. How could we stay on the sidelines? :)
Snapchat is the most relevant source of traffic for those apps, whose target audience is pretty young, basically under age of 25. The similar thing is for different types of mobile apps: Shopping, Entertainment and Games are much closer to achieve good indicators of advertising campaigns. Promotion of «shopping» apps has a very interesting detail, as well, — youth monobrands perform much better in Snapchat, unlike other social media.
Native-looking ad creatives contribute a lot to a successful campaign. Be sure to take the current Snapchat trends into account, actively use the animation. These steps can increase your ad's CTR by several times!
Snap’s geotargeting is also very specific. It is quite reasonable to conduct user acquisition campaigns targeted at English speaking countries, especially the US and Ireland, where the network has gained much popularity. As our practice shows, traffic from other regions may cost significantly higher.
If you are interested in learning more on user acquisition in Snapchat, feel free to contact us — we will gladly help!
7 October 2016
29 September 2016
Russian customers are slightly turning their minds towards mobile web instead of wired broadband connection, — the recent report of Ministry of Communications.