How Can Contextual Marketing Boost Paid Install Growth?

How Can Contextual Marketing Boost Paid Install Growth?

On this session of our convention, we welcomed Alex Noirot-Cosson Head of Advertising, Reside Video games, at Socialpoint and Matan Naim, Buyer Success Group Chief at Storemaven.

What are the fundamentals of contextual advertising? In a world with none machine IDs, contextual advertising might be trying on the information factors round displaying an advert to a consumer (like which app/time of day/day of the week/nation/area and many others), to see patterns on why it’s/n’t profitable. Contextual advertising isn’t understanding the machine ID you wish to promote a marketing campaign to, and displaying these units the advert. Prepared now? Nice.

The tectonic shift in UA in the direction of privacy-first promoting and advertising. 

The trade has partially misplaced from the self-reporting networks granular attribution primarily based on units. Probabilistic attribution continues to be there (although the limitation is that it’s exhausting to justify advert spend while you’re undecided whether or not customers are high quality customers.)

SKAdNetwork instead – will it assist?

Privateness wins over effectivity. Apple’s deterministic attribution answer doesn’t totally reply the wants of efficiency advertising, offering solely restricted information factors and stopping tying an impression to an set up. SKAd received’t be sustainable when probabilistic attribution isn’t out there sooner or later. Incrementality (the causality between a advertising funding and the actions taking place in an app) and eradicating the notion of attribution is holistic, honest, and the way forward for measurement.

Don’t resent shedding the previous, embrace the longer term. 

We’re in a time of studying, and the trade is flexible in choosing up alternatives.

Now that the trade can’t leverage understanding what customers favored from machine identifiers that constructed a reminiscence of previous behaviors, huge patterns to grasp the place the largest yield for advertising {dollars} is coming from, might be key. When customers aren’t curated to have interaction with our app/recreation, now we have to ask: “the place are probably the most customers which can be invaluable to me? During which app can I discover them? During which vertical are they? During which nation? On what day of the week is my promoting extra environment friendly?” That is the context – driving patterns from these information factors and mixing them collectively to grasp what works and what doesn’t.

Motivation-led creatives are essential. 

Creatives will must be particular sufficient to attraction to the fascinating customers, but generic sufficient to catch those that aren’t. As a result of the trade has misplaced the flexibility to curate the customers they need, they’ve to talk to everybody, and the creatives would be the catalyst for attracting and retaining nice customers. Advertisements might be seen by many alternative customers, even those that the networks believed traditionally wouldn’t have been within the app/recreation, in order that they have to be engaging sufficient to be clicked.

Use contextual promoting to craft new set up funnels.

Nice customers could possibly be wherever! Take completely different motivations into consideration (a hardcore RPG consumer received’t have the identical motivation as an informal gamer). Run the identical advert creatives and messaging by way of to the product web page to optimize funnels precisely.

First-time consumer expertise as a part of the funnel.

An app/recreation will not be a vacation spot level for pre-qualified, curated customers (who act kind of in the identical means). After shedding the potential to resolve who to indicate adverts to, it means tons of various consumer profiles could possibly be pushed to the product web page and so they can’t all be handled equally. Subsequently, the first time consumer expertise must adapt to serve completely different profiles and make customers really feel that there’s one thing for them. Relying on the app/recreation, it’s necessary to establish the consumer profiles and the kinds of customers the app/recreation could possibly be interesting to. One funnel for all is a factor of the previous, dynamic expertise and segmentation is king.

Incrementality and App Retailer information are key to creating UA selections.

Are you ready for utilizing funnels? Have you ever examined adverts and merchandise pages for when Apple launches the iOS 15 capabilities? Look to determine what works (or doesn’t) and attempt to develop your abilities for tying your creatives to your product pages and the primary time consumer expertise, so you may go extra granular.

Actionable tip: Don’t be caught up to now! Probabilistic attribution will probably go away (and constructing instruments to attempt to get it to last more might be a brief time period answer.) Proceed with Android promoting that’s nonetheless ID pushed, and don’t pause probabilistic attribution on the networks that also have it. However do spend money on incrementality.