Advertising Technology Blog

Mobile market outlook is optimistic with smartphone sales rebounding and gaming revenue growing 4% in 2024. Marketers get bigger budgets using AI, but face privacy and competition challenges. Key reports provide data on ad trends, gaming benchmarks, and subscription insights.

TikTok ads drive offline purchases, but 79% aren't captured by last-click attribution. New measurement partners offer cross-channel and lift solutions to better assess campaign impact.

Mobile app marketing growth is stabilizing post-pandemic. Industry faces AI innovations, measurement challenges, and new channels like CTV. Survey reveals marketer insights on 2024 trends and performance.

TikTok's content halo boosts brand favorability 58% more than other platforms. Skippable ads increase engagement, and contextual adjacency near trending content drives significant lifts in purchase intent and brand metrics.

Indie games now rival AAA titles on Steam, with record-breaking releases like Black Myth: Wukong. The indie market has grown yearly since 2020, despite industry slowdown. Mature indie studios see better financial success with each release.

The 2023 holiday season presents significant monetization opportunities for mobile game publishers. eCPMs are rising, with Android CPM up 33% YoY and iOS up 13%. User engagement is up, with 7% more daily active viewers and 7% higher ad impressions per user. Revenue growth outpaces downloads due to higher ARPDAU and CPMs driven by AI and in-app bidding. The year-end outlook is positive.

Playable ads drive mobile game installs by letting users try gameplay before downloading. Understanding player motivations through frameworks like GameRefinery's helps target ads effectively. Key features include simple mechanics, visual appeal, and motivational CTAs.

TikTok offers new advertisers limited-time ad credits: spend $100 get $100, $500->$500, or $1500->$1500 plus support. Terms apply. Also promotes 'What's Next 2024 Trend Report'.

Liftoff uses AI vision to analyze ad creatives' content, grouping them by aesthetics to predict performance. This reduces blind exploration, lowers costs by 7% CPI and 4% CPA, and increases creative diversity by 30%.

Eser's journey from digital agency to mobile gaming UA, focusing on data-driven strategies, creative testing, and overcoming rising acquisition costs through audience analysis and trend adoption.

CMO Corner talks with Kargo COO Michael Shaughnessy about data-driven creative strategies that boost ad performance. The series explores leadership, performance, and marketing strategy insights from top marketers.

Liftoff's UGC-style video ads lower eCPI by 20% and boost conversion rates by 152% for mobile gaming and non-gaming advertisers, proven by recent campaign data.

AppLovin at AdWeek NYC 2023 highlighted how AI simplifies campaign management, creative generation, and optimization, enabling brands like Poshmark to scale growth efficiently. Key takeaways: AI automates manual ops, enables quicker campaign launches, and supports experimentation with new channels like CTV.

Liftoff prioritizes ad quality by partnering with DoubleVerify for invalid traffic protection and The Media Trust for creative scanning, ensuring brand safety and user experience across its Vungle Exchange.

Liftoff ranked No. 2 globally for iOS gaming apps in AppsFlyer's Performance Index, with nearly 100 top 10 rankings across categories. The index analyzed 11.5 billion installs from 75 media sources, guiding marketers on effective ad spending.

TikTok's SAN integration and EVTA provide holistic ad attribution beyond last-click, capturing engaged views and clicks. This enhances campaign insights, optimization, and cross-platform performance comparison.

Season-based systems in mobile games use timed themes, like holiday events, to maintain engagement. Features include battle passes, seasonal currencies, and UI changes that create urgency. The strategy boosts revenue and retention. Analytical tools help track trends, and the model can extend to non-gaming apps—such as fitness or shopping—to drive user interaction through seasonal updates.

Meta announces new lead generation ad tools, including lead objective for WhatsApp, Q&A flows, coupons for Instagram Direct, and instant forms for multiple business selection. AI-powered campaign automation and CRM integrations with HubSpot and Zapier are introduced to improve lead quality and reduce costs.

SPO helps advertisers reduce intermediaries in mobile programmatic buying. In-app bidding created duplicate bid paths that inflate costs. Cutting unnecessary SSPs improves ad spend efficiency and campaign performance.

YouTube views indicate customer interest, crucial for brand consideration. Skippable ads with CPV bidding measure engagement. Google AI-powered Video View Campaigns optimize views across formats, driving 40% more views and 30% less cost.