While the number of apps available to mobile users continues to grow in 2019, we're going see an even fiercer competition between developers / publishers of mobile applications. to acquire (and keep!) these users. Below are six of the most important changes in strategies and tactics that we anticipate will surface or grow further this year.
Install now! Attribution models will put more emphasis on the loan-to-value ratio and high-quality users
The basic installation rate has already been identified as problematic, particularly in regards the multi-touch allocation and the different windows of action Install accepted by various partners. And with Apple now removing the middle and checking facilities via an iOS API call third-party attribution providers are forced to rethink their approach – or even their existence (Tune has sold his attribution analysis less than four months later).
Moreover, the "gold rush" of mobile gaming (2010-2014) fades and marketing and development costs are so high higher there has fewer new headlines being launched. As a result, UC platforms and strategies are forced to answer important questions and to be accountable. Getting users (for example, a basic installation) is no longer enough; expectations have changed and application market specialists are rightly demanding high quality users for long-term success.
Consolidation of the Games
The steady stream of blockbuster releases we have become accustomed to – Candy Crush, Clash Royale, Gardenscapes – has become a net. This means that the titles of the biggest winners last longer and that the sector is dominated by a handful of big studios, which makes even more difficult the breakthrough of the smaller ones.
to become the norm
I know what you think – why did not we do it already? The close ties have existed for years, yes, years, but somehow they have not made their way into the AU space yet. On the contrary, we see it very popular with CRM and engagement tools, as well as e-commerce and referral marketing (think: personal invitations to an application with a custom landing page after installation of it). However, in a traditional UA campaign, advertisers can use deep links for more creative call to action, deeper customization, and more accurate targeting.
It will be the same for the experimentation
. marketing, experimentation is the key. But in UA, it's even more essential and will be even more so in 2019. Prototyping in this space is fast and rapid A / B and multivariate tests can maximize efficiency. We'll see shorter experimental windows with more demanding KPIs, giving advertisers the answers they need faster – and perhaps even creating a major breakthrough or specific idea to guide the rest of their campaigns and those beyond them. of the.
Welcome to the next generation of creative ad blocks
The era of the simple banner for the performance is over. To attract the attention of consumers, advertisers will have to exploit more sophisticated creative ad blocks, such as new card games, interactive videos and the next wave of playable technologies and executions.
For example, the playable experience could go from a simple "demo" to something much more refined – an experience that creates an atmosphere that in turn prompts users to act. Film studios and QSR brands have already proven that playable interactive ads can be brand building experiences, immersing consumers in a movie idea or giving them the chance to win a refundable coupon.
units become more sophisticated and therefore require more development time and other internal costs, so we will witness a switch to ad networks specialized in their construction.
The sad truth – Fraud will not go away in 2019
Fraudulent applications and networks will remain a problem in 2019 and probably in 2020 and beyond. We will see, however, that some attribution partners and some ad networks will continue to take the problem very seriously and, if so, we will know it because it is a problem that concerns all of us. world in the category and only become more of a public discussion. At some point in 2019, not being a viewable and anti-fraud certified network will mean that an advertiser, network or platform does not take fraud seriously enough and that it's likely to make flee the advertisers.
It is easy to look at the predictions above and to think that it is "more or less the same" – and there is some truth to that. Application installation marketing has matured in recent years. What used to be the Wild West is now an established border town with paved roads, general stores and even a sheriff. So, even though innovation will continue in 2019, expect things to be more evolutionary than revolutionary.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Vikas Gulati is Head of Global Performance and Managing Director, APAC at AdColony. He leads the company's overall business operations related to performance, oversees partnerships with advertisers, publishers and mobile developers, and works closely with product and technology teams to enhance the platform's capabilities. He is also responsible for managing APAC operations, which he fully created from 2014.
Vikas is an established entrepreneur with 20 years of experience. He has a proven track record in creating and scaling up digital, mobile and adtech media startups in Asia-Pacific. In 2008, he created the Asia Business for Sprice, one of the leading online travel search and display networks, which is now part of Travelport. He has held various executive positions at ZenithOptimedia / Publicis, managing premier accounts such as P & G, APB, LVMH, ESPN, LG and many others. Prior to joining AdColony, he was Vice President at Vserv, where he ran a mobile advertising market for emerging markets. Vikas regularly contributes to regional digital publications such as Campaign Asia and Digital Market Asia. He is passionate about technology, mobile, innovation and business building in Asia Pacific and is also a core investor in young technology companies in Asia-Pacific.