The What, Where and How of Apps

Breaking all manner of sales records, Apps have fast become a channel that businesses can no longer ignore. With the launch of the latest iOS updates, the introduction of ATT and Google Play now including desktop search placements, the App Space is currently facing a major shake up which will change the industry for good. With that in mind, we wanted to take a look at what App marketing currently looks like, where we think it’s going and how businesses should prepare.

Angels Gine Castellvi

What is App Marketing?

It is no surprise that Google and Apple are the major players in the space, offering a wide range of possibilities to acquire customers through your app. And businesses will only be able to capitalise on this if they understand the different levers of each platform. As it stands, Google App Campaigns can provide you with extensive reach, automation and creative engagement, while Apple Search Ads offers higher conversion rates driven by an intent-based pool of users actively in-market looking to download an app.

Where are Apps Going?

With businesses realising that not having an app puts them at a disadvantage, over the coming year we’ll likely see an influx in app development directly followed by further investment in the space which will ultimately drive competition and ad prices. Combining this with Google’s focus on automation, the power of control will rely on creatives, meaning we’d expect to see a lot more resources allocated to this department with the best interactive ads yet to be created.

The Importance of Creatives and Tracking

When thinking about powerful levers to succeed with app campaigns both creative and tracking are top of mind. That’s why it’s important we look at common mistakes across the industry and ways to overcome them. With the topic of privacy trending across the industry we can’t deny the complexity it brings to marketers as we question how this will impact our tracking and visibility on performance. Following the release of ATT, the best thing brands can do is be transparent and continue to optimise ATT prompts to encourage users to opt-in. In terms of reporting, brands need to work closely with all the parties involved, from MMPs to platforms like Google and Facebook. First-party data is only going to become more important and brands should leverage mechanisms already in place like user logins which can help track conversions without IDFAs.


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