• Main Purpose: Get traffic from sources outside the stores, such as social media, to download your app.

• Ads usually appear on the news feed of social channels.

• They consist of the app name, description, image and a call to action button.

• Separate campaigns will need to be set up for iOS and Android apps.

• App developers choose to procure their revenue from in-app advertising within their free apps.

• Choose best ad serving model

Interstitial Ads Notification Ads Advanced Overlay

These ads gets more clicks & tend to return a good eCPM

Often used in freemium apps and use push notifications in the

device's status bar

Interactive ads that contain a form to sign up to a service,

buy products, install apps

• Make use of mobile ad networks like Google's AdMob, Adatha and others to help advertisers and publishers increase their revenues and ROI.

• One of the leading platforms for app developers with 1.2 Billion mobile users

• Used by half of the top grossing apps on the App Store and Play Store

• Short campaigns targeted to specific audience

• Types of Audiences

Custom Audiences Lookalike Audiences Device Level Targeting

Targets users based on specific demographics and

location

Reach new people, similar to those already taking

actions within app.

Reach people using specific mobile devices. Can identify device which work best for your apps & can filter out other device that are no

longer compatible

• Types

• Costs

• Compared to other networks, Facebook has high CPI & rates vary for different category.

• Facebook's mobile app install ads are more than three times as expensive as the average Facebook ad.

Ads that links directly to the respective app store URL.

Ads with specific “Call to action” to open the app

Mobile App Install Ads

Mobile App Engagement Ads

• One of the largest ad exchanges in the world with over 227 million mobile users

• Twitter campaigns are targeted to a 'real-time' audience

• Cost Per App click When someone clicks to install or open your mobile app from Twitter, it is charged on a CPAC basis

• Types:

Showcase your mobile app to your targeted audience directly

within your Tweet

Tweets with images, ratings & calls to action to open the app

already installed on your device

Twitter App Install Cards Twitter Engagement Campaigns

• Google, the search engine giant, has 1.17 billion monthly unique users.

• Longer campaigns reaching larger audiences.

• Types:

App Install ads App Re-engagement ads

Lists the app on consumer's mobile devices (both Android and iOS devices)

Conversions tracked automatically in Adwords (for Android apps)

Involves deep linking in apps to point consumers to the right information within the app. (available only on Android apps)

ChannelsSearch network Display network Youtube's Trueview

* Reach people that are searching for an app that is

similar to their own

* Reach people that are using apps that are similar

to their own

* Targets people based on their interests, demographics and videos

they’ve watched.

* TrueView ads play as pre-roll before a user can view a video

• Percentage by which the number of mobile app installs has increased by 182%

• Total app installs from FB mobile app install ads is 350 Million

• Facebok App install network generates about $1 to $10 per install

• US mobile app-install ad revenue will grow to $6.8 billion by the end of 2019

• CTR increase in ads in tablets over those on handsets by 44%

• Ads on mobile apps perform 2X better than those on mobile web

• Define the right channels for advertisement with pilot campaigns

• Have your Segmentation and Targeting done right

• Improvise the ad copies to bring down the UA cost

• Use Retargeting to maximize the conversions

• Ensure you engage with the users at the right time

• Use the right analytic tools to measure the key attributes and re-engage!

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Conceptualized and Designed:

Resources: