Advertising Technology Blog

Update creatives with sports themes, engage users with polls, use limited-time offers for FOMO, and diversify marketing channels to scale apps during major sporting events.

Google TV network offers targeted CTV ads across 20M+ devices, reaching viewers on the big screen via YouTube. It includes 125+ free channels with staple ad formats, available through Google Ads and Display & Video 360.

TikTok helps fashion and retail brands succeed by fostering consideration with authentic reviews, using a brandformance approach to combine brand and performance goals, and leaning into entertaining messaging for better engagement and sales.

In-app bidding reduces latency by enabling real-time simultaneous bids in a unified auction, maximizing ad fill rates and revenue. Use MAX platform tools like Mediation Debugger and pre-launch checklists to ensure robust integrations. Monitor key metrics like display rate, win rate, show rate, and CPM. A/B test new bidders to assess incremental lift, focusing on ARPDAU, IMPDAU, and retention without harming user experience.

This article highlights key differences in UA strategies between gaming and non-gaming apps. Non-gaming apps focus on brand image, longer user lifecycles, and omnichannel approaches, while gaming apps prioritize immediate monetization, rapid user acquisition, and short-term performance. Understanding these distinctions is crucial for optimizing campaigns and resource allocation.

TikTok video ads use short, engaging clips to promote brands. Effective ads start with a strong hook, include clear CTAs, use sound and text overlays, and test formats. TikTok offers In-Feed, TopView, Spark Ads, and more for diverse marketing.

Unity LevelPlay introduces major updates including easier integration via Unity Editor, enhanced UA with ML, multiple ad units, centralized data dashboard, and revamped UX. These aim to boost revenue, user quality, and streamline game growth.

Google Marketing Live introduces generative AI for ad creative, enabling brand-aligned asset generation, immersive shopping ads, visual storytelling on YouTube, and AI Overviews in Search. These tools scale production, boost conversions, and improve consumer confidence.

Online retailers and marketplaces are converging. Marketplaces like GrabMart adopt 1P models for quick commerce, taking inventory risk. Meanwhile, retailers like Walmart embrace marketplace models to expand offerings without inventory. This convergence impacts ad businesses, requiring tailored strategies for diverse sellers and sophisticated advertisers, leveraging commerce media platforms.

A new AppsFlyer report in collaboration with TikTok reveals that 2% of creative variations drive 68% of ad budgets, emphasizing the need for scaling creative iteration with AI to combat ad fatigue and boost ROAS.

Mobile in-game advertising balances revenue and player experience using formats like banners, interstitials, playables, videos, rewarded, and native ads. Each format varies in cost, engagement, and ROI across platforms, with no single best option—success depends on goals, budget, and platform-specific performance.

The open internet offers vast, incremental scale for app marketers beyond walled gardens, but its complexity requires supply path optimization (SPO). With non-exclusive inventory and multiple bid requests per impression, advanced machine learning is crucial to select optimal paths, price bids accurately, and serve effective creatives in milliseconds.

Split testing helps optimize campaigns by isolating variables to find multipliers for targeting, budget, and personalization. Best practices include 14-day tests, 20x CPA budget, and gradual scaling. Regular testing sustains growth.

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Custom product pages (CPP) and custom store listings (CSL) reduce ASO time and resources, allowing marketers to create tailored app store pages for specific audiences. These tools enhance user acquisition by matching ad creatives with landing pages, improving conversion rates and lowering costs. A/B testing, seasonal events, and localized content are key for optimization.

Data connections link brand marketing data with TikTok Ads Manager, enabling improved measurement, advanced solutions like Catalog Ads, and custom audiences. Sharing onsite and offsite events through TikTok Events API or Pixel allows better ad delivery and performance. For e-commerce success, set up signals with required events and parameters, sync your product catalog, and confirm event-catalog match rate.

TikTok is a powerful discovery platform where 61% of users find new brands. It offers three discovery types: swipe, tap, and search. Its search experience is entertaining, authentic, and concise, driving demand and customer journey.

Generative AI transforms mobile ad creative production by enabling rapid ideation, image generation, localization, UGC enhancement, and 3D elements. It acts as a collaborative partner to scale and test creatives efficiently while maintaining brand compliance.

Generative AI boosts creative success rates by 118% and saves 1,600 hours by automating tasks. Key to adoption: embrace change, share knowledge, and focus on workflow improvements. SparkLabs increased AI usage 170% in 2023, proving AI's potential for high-impact ads and resource efficiency. Overcome plateaus with open communication, AI task forces, and continuous learning.

Sensor Tower's forecast predicts $2.2 trillion in app store spending from 2021-2030, with 2.9 trillion downloads. Non-game apps will surpass games in spend by 2030. Developing markets drive fastest growth.