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To promote more app downloads, app developers should look for new and innovative advertising methods. But before just jumping in, developers should understand the nuances of each option and then choose the best option for them
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LOOKING BEYOND TRADITIONAL TARGETED ADVERTISING TO DRIVE APP DOWNLOADSShringar Pangal | November 2013
“Traditional” Targeting On Mobile
Device
Carrier
Geo
Location
Demographic
User Interest
Context
EXPLORING USER
TARGETING ENGINEERED
FOR APP DISCOVERY
Cross Channel Negative Targeting!
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Cross Channel Lookalike Modeling
Cross Channel Retargeting
Advanced Targeting For App Developers
1
2
3
1. Retargeting
Clickers Downloaders
App
Your friends are waiting for you. Play today!
App
Your friends are waiting for you. Play today!
Viewers or Clickers
App
2. Look-alike Modeling and Targeting
High LTV Users
Travelers
Food Enthusiasts
Sport Enthusiasts
Enriched with 3rd Party Data
Analyze User Interests
Target
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3. Negative Targeting
Publisher App
Your friends are playing. Play today!
But before that…
Ensure targeting is accurate and effective
Cross Channel De-duplication
WITHOUT Cross Channel De-duplication
IDFA
ODIN1
Fingerprint
IDFA
IDFA
IDFA
ODIN1
Fingerprint
WITH Cross Channel De-duplication
IDFA (App 1)
ODIN1
Fingerprint
IDFA (App 2)
IDFA (App 3)
IDFAODIN1
Fingerprint
Global User Identifier
Auto-Fatigue Management
Number of clicks
Prob
abili
ty o
f Con
vers
ion
User clicks the ad a number of times before downloading
the app
After a while, number of clicks and user interest drops
Optimal Frequency
• Unique User Identification• Personally Identifiable Information• Potential Scale Of Campaign• Tracking Solutions• Combination Of Targeting
Top 5 Questions To Ask Your Ad Network
THANK YOU
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