Advertising Technology Blog

A/B testing on Google Play and App Store optimizes app listings. Google tests icons, descriptions, graphics; Apple tests icons, screenshots, videos. Both improve conversion and retention but have limitations like single-variable focus and lack of post-install data. Adjust enhances analysis with attribution and analytics.

Singles' Day (Nov 11) is a massive global shopping event originating in China, generating $156B+ last year. U.S. brands can use it to engage shoppers before Black Friday with exclusive deals, mobile app strategies, and personalized promotions targeting single consumers.

TikTok drives full-funnel impact from discovery to purchase, with 1.5x more purchase likelihood. It fosters authentic content and user-generated feedback loops, delivering 1.6x more ROI than other platforms.

TikTok drives product discovery and sales, with studies showing 76% new customers and 8.8x higher revenue via view-through attribution. Creative and creator content boost ad recall by 19-27%.

Deep linking boosts sports betting app growth by directing users to specific content, reducing drop-offs, and improving attribution across multi-device campaigns.

Mobile apps dominate 80% of UK mobile time, with users spending 4 daily hours in apps versus 2.5 on social media. Brands should diversify into in-app ads, leverage m-commerce growth, and use gaming app ad formats for better engagement.

Direct-to-consumer (D2C) and user acquisition (UA) marketing both aim for engagement and revenue but differ in focus. UA targets large-scale app installs and high-value users, optimizing for CPI, LTV, and ROAS via in-app ads and ASO. D2C drives traffic to owned websites, using channels like email and social, measuring conversion rate, AOV, and CAC. Understanding these differences helps marketers tailor strategies for mobile app success.

Finance and crypto apps enhance engagement by using game-inspired progression systems (tasks, achievements, log-in streaks), social features like live events and leaderboards, and monetization mechanics including subscriptions and gifting.

Finance and crypto apps boost engagement using progression systems, social features like live events, and monetization through subscriptions. Understanding user motivations via frameworks helps tailor strategies to reduce churn.

Subscription apps face data challenges in measuring user journeys across platforms. Key issues include collecting real-time events, validating receipts, and netting revenue after commissions. Solutions range from in-house development to third-party tools, each with tradeoffs between flexibility, cost, and focus.

Retail media targets in-market shoppers for high conversions, while in-app advertising builds awareness earlier in the journey. Combining both channels ensures reaching consumers at all stages, from discovery to purchase.

TikTok brands engage 'Stay' (expected) and 'Play' (unexpected) communities. Steps: find communities, develop strategy, create content. Example: Laura Mercier cut costs 15% by boosting organic posts. Experiment with unconventional communities to spark discovery.

D2C brands and apps face similar challenges in customer acquisition due to rising costs and privacy changes. Deterministic attribution, particularly via deep linking, is key for campaign optimization. Fresh, engaging creative, especially video, enhances performance. In-app advertising offers scalable growth by reaching overlooked audiences and integrating with existing channels like search and social.

TikTok offers hyper-relevant, full-screen content that captures 73% of users' attention. It drives 15% of product discovery and provides 2x better retail ROAS than linear TV. Tools like Channel Forecaster and Pulse Lineups help brands reach new audiences effectively.

Brazil's 2025 sports betting regulation offers huge mobile opportunities. Companies must prioritize user-friendly apps, local insights, and security. An MMP is essential for accurate attribution, fraud prevention, and ROI optimization to succeed in this competitive market.

Top finance apps in Romania during Q3 2024 showed varied trends: Revolut maintained stable downloads (40K-53K/week) and growing active users; BT Pay surged in September; Salt Bank declined; Google Wallet and George Romania grew steadily.

Google Play's premium growth tools let qualifying apps create extra custom store listings and promotional content to boost visibility and engagement through targeted, timely offers.

TikTok drives retail and CPG sales through creative content and ads. 67% of users shop unintentionally. Brands like Zafino and Adore Beauty saw high ROAS with Spark Ads and Video Shopping Ads. Optimal strategy: test and learn for engaging, native content.

Google expands Travel Feeds in Search Ads to all hotel advertisers, allowing them to showcase prices, dates, ratings, and images. Early tests show up to 20% higher click-through rates. Expansion to other travel verticals is upcoming.

In an interview, Beth Berger highlights mobile apps as key growth drivers, with 88% of mobile time spent in apps and 3x higher conversion rates. She urges marketers to look beyond walled gardens using Moloco's AI to find high-value users on the open internet. She emphasizes maintaining control through partnerships, transparent measurement, and focusing on deeper funnel metrics like in-app purchases. AI enables personalization, but human strategy remains crucial for creative production and holistic user acquisition.