The second quarter is in the rearview mirror, and
we wanted to recap the leading themes that will continue to influence our
mobile advertising strategy going into Q3.
Track Performance: When it comes to ad
creative performance tracking, data is key. You cannot sit idly after launching
an app, it is important to monitor its performance and track exactly what is
driving performance. Studying CTR and CTI rates can provide insight into ad creative
performance and ad serving trends. Further examination can also highlight
patterns of quality users that are being acquired. This kind of tracking will
provide the information you need to get the highest return on ad spend (ROAS).
Get Creative with Video Ads: Mobile marketers have made
a huge push into video ad formats this quarter. Advertisers have the
opportunity to play with videos of various times, shapes, and sizes. Keep video
ads short and exciting. Mobile users tend to disengage after thirty seconds, so
make sure your ad is interesting and engaging. As is the case with other mobile
ad formats, testing, analysis, and optimization are necessary to get the best
results. Get creative and keep testing until you find what works!
Keep an Eye on Emerging Markets: Emerging markets have been
a huge focus for mobile marketers over the past few months. Android is no
longer the only option for mid-market shoppers; Apple is finally beginning to
appeal to mobile users in the emerging markets. Competition and a changing
atmosphere in the marketplace allows emphasis on advertising and testing
outside of Tier-1 English speaking countries. Go
global!
Apple and Google are Cracking Down: Both Apple and Android are
laying down the law on new dos and don’ts in the app stores. Google Play
updated its policies (to go in effect August 1st) to crackdown on questionable
developer behavior. Advertisers and developers have been given clear and
stringent guidelines designed to make ads transparent for consumers.
Additionally, the ban on sexually explicit content has been clarified and
bolstered to protect younger users. Apple developers have found their apps
being rejected as of late for containing incentivized video advertising. They
also appear to be questioning the legitimacy of the incredibly popular App
Install ad format. Apple’s crackdown is aimed at keeping developers from gaming
the App Store rankings, and capitalizing on the recent launch of iAd’s
non-incentivized video ad format.
From performance mobile
advertising continuing to take center stage, to Emerging Markets commanding
more mobile ad dollars, it was definitely a busy Q2! The key to success is
being adaptive and agile enough to change as user expectations continue to
evolve the mobile marketplace
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