Wednesday 2 July 2014

4 Hot Trends from Q2 2014 (appia.com)


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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