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.
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