Skip to navigation Skip to main content

Principles

Grow your app on programmatic

A truly effective app marketing strategy relies on the capabilities only programmatic advertising can offer. The time users are spending in apps continues to increase. That's why implementing strategic, in-app programmatic ad campaigns can make a great impact in revenue growth.

BEFORE AND AFTER THE INSTALL

Create a holistic marketing strategy for your app

Strong performance marketing combines user acquisition and retargeting, and engages consumers at all stages of their experiences through a diversified mix of channels. Playing an essential role in a comprehensive strategy, programmatic in-app advertising allows marketers to find and acquire new users, as well as reach their consumer base when they are on other apps.

HOW IT WORKS

App marketing campaigns, step-by-step

The user path is not always linear. It is important to understand where your users are in their journey to address them in the most effective way. Scroll to learn how user acquisition and retargeting attract users and bring them back to your app.

  • 1

    Identify

    Identify potential new users based on contextual data

  • 2

    Target

    Attract new users to install your app with compelling creatives

  • 3

    Install

    The user downloads your app and installs the app

  • 4

    Browse

    They browse within your app without completing a purchase

  • 5

    Abandon

    They leave your app and open another app within the same device

  • 6

    Find

    Reach audiences by looking at specific user behavior or analyzing contextual data

  • 7

    Retarget

    The user sees an ad of your app with a personalized message

  • 8

    Purchase

    Upon tapping the ad, the user is led back to where they left off, and completes the purchase

Privacy-centric programmatic

Respecting user privacy

Privacy-invasive practices in programmatic advertising, such as behavioral-based bidding, have led to Apple introducing new regulations to protect user rights.

With the launch of the App Tracking Transparency (ATT) framework, iOS users get to decide the way apps handle their personal data. This has created a new era for programmatic advertising, where targeting, personalization and performance measurement function independently of user identifiers.

HYPER-FOCUSED STRATEGY

From contextual to user-level personalization

To acquire new users, contextual signals ensure interest and demographic-based personalization, and enable you to craft relevant ads.

When retargeting your existing users with their user IDs, programmatic advertising allows for an even higher degree of personalization. Through real-time audience segmentation, dynamic product ads, and variable bidding, you can engage with the members of your audience on an individual level.

The Pros of Programmatic

Diversify at scale

Programmatic advertising offers you the opportunity to access hundreds of thousands of publishers at prices set by the market. Instead of relying solely on self-attributed networks, this framework allows you to diversify your channels through which you engage with your consumers.

Flexibility

Advertising in the open exchange offers a high degree of autonomy and flexibility. Rather than having the terms of a campaign dictated to you, you can decide on how, where, and to whom you advertise.

Control of crucial data

In an industry dominated by walled gardens, programmatic advertising offers significantly higher degrees of data transparency. When you bid in the open exchange, you have access to granular data sets derived from all measurable attributes of your campaigns.