Application promotion: cross promo, ad networks and direct sales
At the Casual Connect Seattle conference, Tim Chang (Tim Chang), a venture capitalist, said that the publisher should not care how loyal his customers are - the popularity of the application is much more important. In his opinion, the whole process of growth of this very popularity comes down to advertising: “If the content is king, then the advertisement is the Almighty God . ”
The most effective is considered to be advertising in the applications themselves. Claire Teter and Pepe Agell from Mobile Advertising, Chartboost, reduce all the methods of promotion to the three main ones: cross-promotion, advertising networks and direct sales.
This is the promotion of new games among users with the help of existing products. Most publishers and developers use their own resources to cross-examine. Among third-party organizations, such services are offered by Chartboost, Playhaven and AdWhirl.
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Allow you to buy / sell traffic through ad impressions in random order. At the same time, targeting is optional, and this allows attracting new users. Admob, Flurry, Tapjoy companies offer such services with the choice of the main condition: CPC (cost per click) / CPI (price per installation).
This is a new trend consisting in the purchase / sale of advertising space by agreement between developers, and without attracting any advertising network that can take up to 50% of the profits. Thanks to ngmoco :), TinyCo, Pocket Gems and Tapulous, which actively use direct sales, this advertising trend is becoming increasingly popular.
Of course, each of these strategies has its advantages and disadvantages. So, for example, in order for cross-promotion to work, a large user base is needed in order to promote the application among those. The advertising networks of the application base and users are quite large, however, it is too expensive and unprofitable to advance with their help, their actions are often opaque.
When using the technology of direct sales, developers are able to buy advertising traffic bypassing advertising networks, significantly saving on it. What is important, the probability of hitting the target audience is much higher.
In addition, direct sales can optimize earnings and gain control over advertising. Thus, the average CTR is 12%, then in the case of using direct sales, this figure can reach 30%. In this case, eCPM (effective cost per thousand impressions) can go up to $ 20, then its average is $ 5.
As a result, advertisers pay less for advertising, but at the same time get more opportunities to manage it, and users - more relevant content. And despite the shortcomings that direct sales strategies have - the complexity of setting up and analyzing data, the need to negotiate - it looks very attractive.
Based on materials from the site App2Top.ru
The most effective is considered to be advertising in the applications themselves. Claire Teter and Pepe Agell from Mobile Advertising, Chartboost, reduce all the methods of promotion to the three main ones: cross-promotion, advertising networks and direct sales.
Cross promotion
This is the promotion of new games among users with the help of existing products. Most publishers and developers use their own resources to cross-examine. Among third-party organizations, such services are offered by Chartboost, Playhaven and AdWhirl.
')
Ad networks
Allow you to buy / sell traffic through ad impressions in random order. At the same time, targeting is optional, and this allows attracting new users. Admob, Flurry, Tapjoy companies offer such services with the choice of the main condition: CPC (cost per click) / CPI (price per installation).
Direct sales
This is a new trend consisting in the purchase / sale of advertising space by agreement between developers, and without attracting any advertising network that can take up to 50% of the profits. Thanks to ngmoco :), TinyCo, Pocket Gems and Tapulous, which actively use direct sales, this advertising trend is becoming increasingly popular.
Of course, each of these strategies has its advantages and disadvantages. So, for example, in order for cross-promotion to work, a large user base is needed in order to promote the application among those. The advertising networks of the application base and users are quite large, however, it is too expensive and unprofitable to advance with their help, their actions are often opaque.
When using the technology of direct sales, developers are able to buy advertising traffic bypassing advertising networks, significantly saving on it. What is important, the probability of hitting the target audience is much higher.
In addition, direct sales can optimize earnings and gain control over advertising. Thus, the average CTR is 12%, then in the case of using direct sales, this figure can reach 30%. In this case, eCPM (effective cost per thousand impressions) can go up to $ 20, then its average is $ 5.
As a result, advertisers pay less for advertising, but at the same time get more opportunities to manage it, and users - more relevant content. And despite the shortcomings that direct sales strategies have - the complexity of setting up and analyzing data, the need to negotiate - it looks very attractive.
Based on materials from the site App2Top.ru
Source: https://habr.com/ru/post/149506/
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