Advertising Technology Blog

Advertising new products in commerce media significantly boosts discoverability. Advertised products see 10-15 times more engagement and reach their first sale 50% faster than non-advertised ones. This rapid consumer feedback helps brands quickly assess market fit, make informed investment decisions, and optimize offerings. For retailers, integrating relevant ads into user experience enhances engagement and purchases, building a sustainable ad business.

Demand Gen campaigns now include generative image tools for creating high-quality visuals from prompts. Advertisers can customize images, ensure uniqueness, and benefit from multi-format ads. Tips include using diverse assets and optimizing performance.

Gamification uses game design elements in apps to boost engagement by understanding user motivations through GameRefinery's 12 Motivational Drivers and 8 Player Archetypes, as seen in successful examples like MONOPOLY GO! and Duolingo.

TikTok launches Category Exclusion and Vertical Sensitivity controls for advertisers, building on Inventory Filter. These offer more brand suitability options, with third-party verification and a unified Brand Safety Hub in Ads Manager.

Retention rate is a critical KPI for mobile apps, showing user engagement and loyalty. It costs 5x more to acquire than retain users, and a 5% retention boost can increase profits up to 95%. Focus on quality users, seamless onboarding, and re-engagement to improve retention. Monitor key milestones like Day 1, 3, 7, 14, 28, 30 for insights.

Privacy changes like ATT and cookie deprecation reduce addressability. Brands must adapt mobile strategies focusing on in-app ads, first-party data, and alternative IDs to reach users where 90% of mobile time is spent.

GDC 2024 highlights key mobile gaming trends: AI integration for content creation and user acquisition, subscription models for stable revenue, AR for immersive experiences, and cross-play growth driven by social gaming. Developers must adapt to shifting genres like hybrid casual.

Croatia's top finance apps showed mixed Q1 2024 trends. Revolut and Aircash maintained stable active users despite download fluctuations. m-zaba and PayPal saw declines in downloads and users. Genius by InterCapital had a download spike but tapered off. Overall engagement varied.

In 2023, US ad spend on weight-loss drugs by Novo Nordisk and Eli Lilly surged 250% YoY. However, both cut ad spending in recent months due to supply issues. Eli Lilly's DTC website outperformed pharmacy sites in engagement. Targeted ads, especially in Spanish, reached specific communities. Ad spend variations correlate with stock prices non-linearly.

In Q1 2024, top iOS VPN utilities in Russia showed varied trends. Free VPN Proxy peaked at 310K downloads and $5.4K revenue. VPN Satoshi saw revenue growth to $12.3K. VPN Matreshka increased active users from 45K to 142K.

Tennis Clash leads with peak revenue of $1.1K and 52K active users. Mini Tennis sees stable but low numbers. Tennis Arena declines. Others have minimal activity.

Commerce media relies on two types of machine learning (ML): Organic and Ads. Organic ML predicts item click-through rates (pCTR) for ranking, evaluated via A/B tests. Ads ML predictions are part of a complex system involving bidding and budgeting; inaccuracies can misplace ads and reduce revenue. Separating these ML models allows teams to optimize independently without interference, a strategy used by big tech companies.

The mobile app marketing landscape is evolving, but core challenges remain. Key insights from the report include rising ATT opt-in rates, fintech app installs up 42% YoY and revenue up 118%, e-commerce CPI at $1.33 with iOS LTV of $10.35, and gaming apps seeing a Q4 rebound in installs and sessions with 6% revenue growth in 2023. AI tools are crucial for growth.

Google's 2023 Ads Safety Report highlights generative AI's impact on ad enforcement, blocking 5.5B ads and suspending 12.7M accounts. LLMs improve policy enforcement against scams. New measures include Limited Ads Serving and synthetic content disclosures.

TikTok joins Ad Net Zero to reduce advertising's carbon footprint. Commits to operational carbon neutrality by 2030, renewable energy, and climate misinformation policies. New incentive offers for advertisers: spend $100-$1500, get matching credits plus expert support.

Mobile app industry is recovering strongly, projected to reach $500B in 2024. In-app bidding drives growth, with SDK bidding adoption accelerating. AppLovin's MAX platform supports 35+ networks, enabling fair auction competition. Publishers increase ARPDAU, advertisers gain better targeting. Key advice: embrace bidding transition for long-term revenue gains.

TikTok's quarterly safety report shows commitment to trust and transparency. New advertisers can get up to $1500 in credits with spend, plus expert support. Offer applies to new self-serve SMB accounts with terms.

Liftoff offers exclusive mobile app insights across all verticals using GameRefinery's methodology, providing competitive intel, engagement mechanics, user archetypes, monetization tips, and social strategies to help developers outperform competitors.

Mobile gaming shows resilience with hybrid casual genres leading growth. Generative AI revolutionizes creative workflows, and CTV emerges as a natural ad extension. Hybrid monetization (IAPs, ads, subscriptions) boosts LTV. The report highlights opportunities despite rising UA costs, urging adaptation for success.

The tCPA optimizer helps acquire high-quality users who complete specific in-app events. Set meaningful actions, realistic goals, allow 7 days for learning, and adjust goals manually if needed.