How to Increase Return on Advertising Spend in the Shifting Mobile App Economy

How to Increase Return on Advertising Spend in the Shifting Mobile App Economy

This IDC Perspective looks at how mobile app advertisers can improve their return on advertising spend (ROAS). Driven by ongoing shifts in the app economy, advertisers need to establish a virtuous workflow that ties app usage insights back into campaign optimization and targeting — these include best practices such as using unified mobile attribution tools, developing high-value user and/or customer look-alikes, and automating user discovery and campaign bidding."In an increasingly competitive landscape where the stickiest apps are capturing majority of monetization opportunities, app advertisers must focus on the post-install portion of the user journey — harness these insights to improve their ROAS by acquiring quality app installs and engaging audiences who have high propensity to convert into high-value users and/or paying customers," says Lawrence Cheok, senior research manager for Digital Commerce and Marketing at IDC Asia/Pacific.

Executive Snapshot
Situation Overview
Challenges in Mobile App Advertising
Measuring Return on Advertising Spend
Inability to Refine Ad Targeting Through App Usage
Buying Quality App Ad at Scale
Advice for the Technology Buyer
Use Unified Mobile Attribution Tools
Case Study: Chinese Game Distributor Uses Unified Mobile Attribution Across Digital and TV to Drive Real-Time Campaign Optimization
Leverage App Usage Data to Generate Look-Alike Audience
Case Study: Fitness App Developer Increases Subscription Base by 40% Through Customer Look-Alikes
Use Machine Learning to Discover and Bid for Quality Users
Case Study: Chinese Game Developer Uses Machine Learning to Optimize Multi-Stage Campaign
Stage 1: Building Game Brand Awareness
Stage 2: Increasing Player Retention and Activity
Stage 3: Increasing the Lifetime Value of Each User
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