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Mar 18 2022
With the continuous growth of mobile devices around the world and the epidemic that has plagued everyone's lives for three years, the growth of mobile games in the app store has impressed everyone.
However, since Apple introduced the App Tracking Transparency (ATT) framework to put more stringent restrictions on user data tracking acquisition, marketers in the app market have been trying to find a more effective way to maintain the Return On Ad Spend(ROAS) as much as possible.
When data tracking and measurement becomes more and more difficult, how game marketers can effectively target high-value users in the app market deserves more attention. Marketers must find innovative ways to market, measure and optimize their campaigns.
Our technical team has also been thinking and seeking effective solutions in continuous practice, and has deeply explored the main trends and case data of the game industry in the past year, in order to help our users, so that their applications and games can be privacy and continuous Innovation and rapid growth in times of change.
Reconsider and adjust your KPIs
The rising of contextual ads
Consider a subscription-based model
Explore more regional market opportunities
Make games that really work for your players
Innovation and creativity
In addition to the user magnitude that everyone is concerned about, it is time to reconsider and adjust the KPIs that measure marketing results. It is necessary to consider metrics such as total cost per install and reinstall, or predict long-term performance based on 24-hour conversion value.
Hypertargeted ads in iOS are becoming a story of the past, leading to the rise of contextual ads. To succeed in new app markets, marketers should take a careful look at who their target audience is and how and where you connect with them.
Looking at past user-level install data to identify high-quality install sub-publishers is a good starting. In addition to optimizing your audience base, fine-tuning your creative and making sure it's as relevant to your audience as possible will also be key to success.
Try more other traffic sources. When it comes to acquiring users, the changing landscape could lead to a more level playing field. Likewise, iOS games that rely on user acquisition are definitely taking a hit, so other platforms may start to be considered, such as social media, streaming, display ads, search traffic from other platforms, etc.
IAP for iOS is declining, mainly due to lower daily active users due to high CPI. Some small companies either increase their budgets or keep the same budgets to get fewer players than they did before ATT. As such, we may see subscription-based models like Apple Arcade gain traction.
It's clear that the US is oversaturated with games, so product teams should start looking at other countries or regions. For example, a game made for the Indian market may have a lower CPI/CPA cost with the added benefit of a higher opt-in ATT rate.
Other developing markets such as Pakistan, Brazil, Indonesia and Eastern Europe have fast-growing gaming markets. Currently LTV is much lower than the US, but CPI and competition are much lower, which makes positive ROAS possible.
Everyone is a game player, but some people haven't found the game that's right for them! Think about your audience and mash up the potential to create genre-defining games. Competing in new genres is much easier than in a hyper-competitive, over-saturated market where CPI is out of control.
Study the habits of your target users, the platforms they are accustomed to, and interweave the traffic ecosystem of the target user group. Optimizing the funnel for players to stay in the ecosystem and judging the success of player LTV will be the next evolution of UA.
In the age of privacy, creativity will become even more important for optimization. This is especially important with iOS 15's changes and more unified processes - from contextual, segmented creative to landing pages with the same look and feel.
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