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Fernando Ballester in Mobile Marketing

Mobile marketing guide to acquire users (Part II)

In the previous post we saw several kinds of ads and concepts worth considering before developing an ad campaign for mobile users. Once these premises related to mobile marketing are clear, you just need to know specifically what ads to implement and the different platforms you can use. You’ll see that there are several of them. In fact, you’ll see that there are six kinds of ads and some of the platforms that you can use for each one of them. Which one will suit your app best? It will depend. Our advice is to try them out and then decide –supported by the data you have retrieved from your experience– which platforms are the most interesting ones for your mobile application.

BANNER ADS

This is the most widespread kind of ad. They are all those banners you see in apps announcing disparate stuff like the “Photo Canvas” advertised here.

Pros

These ads are usually quite inexpensive. Another advantage is that they can easily be integrated into applications by using their SDKs. Finally, it’s worth mentioning that most of these ads do not annoy users too much.

Cons

If an attractive design to draw the user’s attention is not achieved, their conversion rates will not be too high. The reason for this is that users do not make their living out of watching ads. In fact, ads have to call their attention to make them click.

Recommendations

Suppliers in our interest should provide low CPIs and high amounts of downloads. There is a large number of advertisers who are willing to display the ad. By this we mean the number of apps that will show our ad. We’ll have to obtain a lot of downloads to increase our app rank and finally bring in organic downloads. That is why choosing the right platform is imperative. Also, do not cast aside ad design as it will be key in convincing the user to click and download our app.

Platforms

Chartboost, AdMob.

INCENTIVIZED DOWNLOADS

They are platforms that encourage users to perform a real action (download an application, click on an ad, watch a video, etc.) in exchange for some kind of virtual currency. This virtual currency can be used in the game they may be currently playing.

mobile marketing 2

Pros

The number of downloads obtained is usually very high.

Cons

What is offered should be more attractive than what our rivals in the industry are offering. Apple banned this platform in 2011, so it cannot be used for iOS applications. Besides, downloads obtained this way are of very low quality because the person who downloaded your application is not interested in it at all.

Recommendations

Look for a platform that reaches thousands of users, as this way the ad will reach out to more people.

Platforms

Tapjoy, Fyber.

VIDEO ADS

Video Ads are the newest kind of mobile ads. They can be played at several moments but are mostly used when the application loads, as in Angry Birds.

Pros

As we are visual beings, videos can introduce our application in a dynamic and exciting way.

Cons

Users can skip the ad if they are not interested.

Recommendations

Videos should be of high quality (HD) and very short in order to catch a potential user’s attention. If possible, it’s recommended to show video ads when the user is idle regarding the application he is using to avoid disturbing him, like at the very beginning when he will be waiting for it to get loaded.

Platforms

Vungle, AdColony.

CROSS PROMOTION

There is also the possibility of promoting your application throughout your other apps or –if you don’t have many– to do so in a more professional way by using a platform.

Pros

This kind of promotion involves no cost, as if you use your own apps, you will manage it directly without requiring a third-party platform. If you use a platform like Tappx, all you have to do is include an ad on your app advertising other applications in the platform.

Cons

Being a free platform means that it operates carrying out an exchange, i.e. your ad will only be shown as many times as third-party ads have been shown in your application.

Recommendations

As it’s not possible to target the kind of applications you would like to show your ads in, the design of the ads should be very attractive to catch the attention of users very easily.

Platforms

Tappx.

SOCIAL MEDIA ADS

Launching CPI ads in the major social networks (Facebook and Twitter) has been possible for quite some time already. These ads can be regarded as follows:

Pros

We can target our users by picking interests, behaviours or connections; in the case of Twitter, also the hashtags or keywords employed by our potential users.

Cons

Price is usually the major drawback of these ads. The price for obtaining more targeted users is higher than with other types of ads.

Recommendations

As you can target your users, don’t overindulge in these ads because otherwise the budget might be spent very quickly. The other thing that we must cultivate –as in any advertisement– is the design of the ads: text and images must be attractive enough to catch the attention of our potential users.

Platforms

Facebook, Twitter.

The key to successful ads for your mobile applications is to go step by step and conduct testing, as indicated in the following chart:

Mobile marketing works! Always have clear plans and objectives, carry out plenty of testing, analyse the results (let’s not forget it!) and carry on repeating and improving what is working well for you.

What ad platforms are you using to boost up your mobile marketing and acquire users?

experts mk

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