In this new series, we chat with leading app owners, creators and marketers to get their insights into what app success looks like and how they're engaging users. Plus: what do they see working when it comes to app messaging tactics, and how do they use analytics to inform marketing? If you want to participate, please email firstname.lastname@example.org.
For this installment we asked Sid Bhatt, the CEO & Co-founder of Aarki, about notable changes in the mobile adtech space as we start the new year.
As with every industry, changes in adtech are also inevitable. As app marketing expands across borders, international app developers will gain larger share of the U.S. market app market. On the other hand, some of the big players in the U.S. market will be seeing more and more audiences internationally.
Depending on the type of app, there will be a shift of focus from CPI to CPE. Simply getting installs will no longer suffice. On top of getting installs, there will be an emphasis on the app performance, meaning there'll be more focus on user engagement. For example, registering for an account, watching a video, or reaching a certain level in a game on top of installing an app and opening it.
This is no surprise since data indicates that rich media such as animations, videos, and interstitial increase the amount of impressions as opposed to static banner. On the programmatic media side, private marketplace deals (PMP) will continue to increase over time since larger companies are required to provide accurate forecasts especially if the companies rely heavily on ad revenue. Conveniently, PMP deals allow publishers to sell inventory at predetermined price and effectively increase forecasting accuracy as the commitment to buy media for impressions means committed revenue.
Native ad is an evolving ad format which is scaling rapidly, in large due to ad blocking and Apple’s release of iOS 9. Publishers are able to place ads by getting metadata from the advertisers then showing ads in whichever native form the want. Ads can be visually customized on the fly, making it very attractive to advertisers. On the other hand, social media is also becoming increasingly popular amongst advertisers. It has been proven to be an effective platform for mobile app marketing with Facebook at the forefront. In 2016, we can expect social media to become even more widely used for app marketing.
In the future, Facebook is expected to up their game in terms of audience targeting and segmentation by leveraging its large user base. Recently, Facebook started allowing sponsored ads on Instagram. It is ￼only a matter of time until Facebook leverages LiveRail to release an ad exchange that rivals Google’s AdX and MoPub.
We also have social influencer, which is growing rapidly as an alternate social media channel for app marketing. Its popularity can be credited to the fact that it allows app marketers to advertise on social media without necessarily using the ad platform provided by the social networks. In the year to come, many will race to build innovative solutions that allow them to tap into the social influencers phenomenon. To prevail, companies will not only need to have a large base of active and engaged influencers but a better platform and pricing engine for social influencers to work with. Technology is expected to be a big differentiator as the commoditization of influencers becomes more mainstreamed.
Aside from all the online activities, we’ll see an increase in offline marketing activities. Similar to how apps can leverage social influencers, the notion of leveraging celebrities is becoming very popular. Just as Game of War ran a campaign featuring Kate Upton, apps in Asia and Europe with core audiences are using the same tactic more and more to shift focus to branding instead of performance. In addition, we’ll be seeing other offline channels such as TV and prints.
The adtech industry is always changing. Everyone must adapt in order to prevail and technology is the key. Here at Aarki, we put an emphasis on always improving our technology and solutions to stay ahead of the industry trends. We have a wide range of app marketing solutions supported by our proprietary technology in anticipation of what's to come. Our solutions include user engagement, programmatic media, rich creative, social platform advertising, and social influencer marketing.
There will be a lot of opportunities and innovation pending ahead of us. Though adtech may be viewed as beaten down, advertising is becoming more sophisticated and mature. With increasing innovations, the value that advertisers will receive will also continue to grow. This means there will be a lot of room for new companies to enter and the market may double or even triple over the year. We can expect to see increasing amount of advertisers across all categories to participate more in app marketing. The adtech space will remain as exciting as ever!
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