With the popularity of Social Media Apps, your campaign or app could get ROI boost with engaging ads and targeting abilities offered by ad networks that let you target the users of popular social media apps such as Facebook and Twitter.
Facebook has partnered with LiveRail to offer advertisers and publishers a way to reach audiences with Targeting based on Facebook’s Audience targeting, allowing for custom audience and lookalike audience targeting. The ad formats being offered range from Interstitial Video ads to Fullscreen video Adverts including high performing native ad formats.
Facebook has partnered with LiveRail to provide advertisers opportunity to publish ads directly tapping into the Facebook targeting abilities and LiveRail’s analytical abilities. LiveRail’s advanced, real-time analytics allow advertisers and publishers to get actionable insights into buyer behavior so they can track and pivot against every possible revenue and performance metric. The capability to target Facebook users has been defined as people based targeting. According to LiveRail, Publishers can now use the same audience targeting features as available on Facebook.
“LiveRail is increasing the relevance of the ads people see on publisher’s sites and mobile apps by adding Facebook’s anonymized people-based marketing capabilities to our platform.
This means the right ad can be delivered to the right person at the right time, and publishers can segment and sell their inventory more effectively, more accurately target their impressions, reduce the waste created by inaccurate delivery, and deliver better ROI for their advertisers.
Facebook anonymized demographic information will be available in all formats supported by LiveRail, including desktop and mobile video, and our new extension into in-app mobile display.
Initial test partners for our new people-based marketing capabilities will include A+E Networks, Dailymotion, and Univision.”
To learn more about how to set remarketing tags for Apps, click here.
Tactics For Improving Your Campaign ROI with Remarketing
Remarketing Campaigns on Apps require an approach that is based on creating a time-saving experience as the attention span of the customer may be limited on mobiles given the device usage is usually on the go. At the same time Mobile devices provide the best alternative to run remarketing campaigns, given that the time spent on Smartphones and mobile minutes in apps has shown an upward trend.
Approach to remarketing on Apps require segmenting your audience based on Consumer behavior and the buyer journey offline and online.
Segment Your Audience
Segmenting your audience requires knowing the buyer journey of your audience in the app. Understand where your customers requires help in making the purchase decision. In case you are a super market chain or a retail brand, you can look at the last purchase journey of your app customers and retarget them with a prefilled landing page where the order is already captured on the screen prompting the user to “Complete the Order or Sign Up”. The app landing page should be personalized to capture the relevant information possible with deeplinking of data and app landing pages.
Use Clear Call To Action in Mobile Advertising
If you are offering a limited period offer target audiences who have installed your app and visited your website, to win them back or re-engage them with the Mobile App, with a clear call to action, advising the urgency of the offer. Highlight the Deal and the offer with any time limit associated with the offer.
Determine the campaign objective
After you know the core campaign objective of your remarketing campaign for your app on Apps, you can target your audience effectively with an appropriate message depending on the stage of the buyer journey. A creative that works for building awareness, will not work for users who are at a consideration or an assessment stage stage or users who you are looking at re-engaging with a special offer in a post purchase stage. Use the right creative for the right audience. if you are using Lookalike audience then you can integrate the buyer journey stage with the consumer behavior data available on existing customers to create granular segments. The buyer journey for apps and on apps is different from the web buyer journey as
Determine the Right Metrics
According to InMobi the Metrics that work for different kinds of campaign are different and need to be tracked separately to arrive at the most efficient Campaign performance measurement.
If the goal/objective is installs, measure:
cost per install (CPI)
lifetime value (LTV)
If the goal/objective is engagement, measure:
number of app sessions
daily active users (DAU)
K-factor (average number of users each active user introduces to your app)
If the goal/objective is In-app purchases, measure:
average revenue per user (ARPU)
Since retention of users is a challenge on mobile Apps, Flurry Analytics has introduced a retention rate metric for each segment that lets you compare how users for different segments behave. By seeing the performance of different cohorts one can understand the users that are most likely to be retained, helping you hone your acquisition strategy further.
At the same time you can view rolling retention which allows insight into how long the users remained active.