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​AppSamurai is an AI-powered, secure mobile user acquisition platform that provides app owners, advertisers, and publishers a comprehensive approach to mobile app growth.

By covering all the stages of an application’s journey – from acquiring new users (without the risk of ad fraud) to achieving retention and loyalty – clients can target the right audience at the right time and achieve their user acquisition and engagement goals.

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OEM: How Can a Pre-Install Campaign Help Your Brand Image

When promoting your app and brand, you need to innovate with effective marketing strategies that get you in front of audiences. One of the best ways to do so is to use OEM (original equipment manufacturer) or pre-install campaigns, which can go a long way in building your brand image. These campaigns are unique and can help you stand apart from competing brands by getting immediate attention from target audiences.

Consider the fact that while we tend to add and remove mobile apps over time after buying a new device, many of the originally installed apps stay. Even if the owner of a new mobile device is initially unaware of the app, they will likely discover it over time if it’s pre-installed. Eventually, users might find a reason to open a new app they hadn’t tried, potentially exposing them to a new brand. At the same time, you don’t need to rely on a marketing campaign to gain this exposure.

With the help of OEMs and preloaded apps, you can get the most from your advertising efforts as you grow your brand.

What Exactly Is a Pre-Install Campaign and How Does It Work?

In these campaigns, advertisers work with OEMs to pre-install their app on the OEM’s mobile devices, such as Oppo, Samsung, and Xiaomi. In other words, your app will be installed on devices before customers even purchase them. This can help significantly boost your app’s visibility, and subsequently your brand image. Because your app appears on so many devices, you’ll benefit from a significant increase in impressions, which will lead to increased brand awareness.

Using these campaigns, you can ultimately support other efforts to promote your business and apps, including traditional ads and app store optimization (ASO) strategies.

You’ll also have the chance to reach new users all over the world with the ability to target specific locations. Additionally, you can ensure that OEMs only install your apps on the devices of relevant potential users. This is much more efficient than simply targeting the masses and hoping a portion of them doesn’t uninstall your app. Through targeted pre-install campaigns, you’ll be able to connect with the right users at the right time. For example, you could target specific types of devices that your target audience is most likely to purchase and use. Some locations may also have wider audiences for specific types of apps.

When installing these apps, OEMs do so when the user initially turns on the device and begins the authentication process, which minimizes intrusiveness. When users first access their device, they’ll likely see a selection of apps that may appeal to them based on their demographics.

OEM-Preinstall

 

The Benefits of Pre-Install Campaigns

Pre-install campaigns offer a number of advantages that help brands stand apart from those without preloaded apps. Some of these specific benefits include:

Increased Trust Among Device Users

Users trust the OEMs they buy their devices from to provide them with software that the manufacturer trusts. For example, Apple is very strict about the kinds of software it trusts to install on people’s devices, potentially preventing people from installing untrusted software entirely. At the same time, apps on app stores that the OEM hasn’t properly investigated may come with certain risks. For example, many scam apps on the Apple App Store alone can harm the user in some way.

Because of these users’ trust in OEMs, they’re more likely to trust any preloaded apps that appear on their new devices. They’re likely to see that the OEM believes the apps to be safe enough to pre-install them on new devices, which will further help build a positive brand image for the app owners.

More Convenience for Mobile Users

With preloaded apps on OEM devices, you can increase convenience for users by eliminating the steps involved with other apps. Your app would install as soon as the user accesses their device for the first time. As a result, the user wouldn’t need to go search for and download the app, nor would you need to rely so heavily on ads to lead users to your app store page.

This added convenience also makes app users more likely to keep your app installed, particularly if they discover that it’s useful for them.

A Larger Number of Loyal Users

If you provide users with a valuable solution through your app, you’ll be able to significantly increase user retention. Even if they need to upgrade to a new device that doesn’t have your app preloaded, they’ll be more inclined to add it when making the transition. This could also help boost your brand reputation among OEMs, potentially leading to future partnerships with other device manufacturers.

More Conversions

You’ll naturally increase conversions because more users are likely to give attention to and actually use pre-installed apps. The average conversion rate is debated in the industry, but most sources will tell you the average CTR is 1-2% for new users through the app store. This is likely going to be much higher with pre-install campaigns. You’ll already have the trust of the user and likely their interest, particularly if your pre-install campaigns are highly targeted. In turn, you’ll be able to cut down on other more expensive but less effective mobile marketing campaigns. This will likely lead to more in-app purchases and other types of conversions.

Fewer Dropoffs

One of the biggest issues that advertisers face is the dropoff of users once they initially hook them. If a potential user isn’t entirely confident about whether an app will be right for them before installation, there’s a chance they may opt not to install it at all. This would prevent users from even trying the app before dismissing it. When you install your app on new devices automatically, you’ll streamline user acquisition and encourage more users to give your app a try. In the process, you’re likely to see fewer dropoffs than you would with third-party ads alone.

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How to Develop a User Acquisition Strategy Incorporating a Pre-Install Campaign

If you want your pre-install campaign to succeed, you need to approach it like other types of user acquisition (UA) campaigns. To give your campaigns a direction to help build your brand, the following are some steps you can take to get started.

Set a Specific Install Target Number to Reach

Before you start with any UA campaign, you must set a clear and attainable goal for your brand. How many installs do you want to achieve, and what kinds of in-app purchase conversion rates do you want to see?

You can then establish a budget for your campaigns based on your goals. Consider what you’re willing to spend on a partnership with an OEM to achieve your goals.

Select a Device and OEM

Depending on who your audience is, you can select the most appropriate device to target with your campaign. Do some market research to find out which devices your prospective and existing users spend the most time using. Different devices attract different types of users, so consider what type of app experience you offer.

Once you know which device to target, begin establishing a partnership with the corresponding OEM. This will help you on your way to a successful campaign.

Attribute Installs to Your Pre-Install Campaigns

Using the right mobile growth tools, you can make sure you’re tracking the numbers directly associated with your pre-install efforts. To maximize the accuracy of the analytics data you collect, you should consider implementing an effective mobile marketing solution that gives you the information you need.

Measure the Results

Once you’ve launched your pre-install campaign, you should collect and analyze the data it generates. Compare the results to your goals. If you find that you’re falling short, take the necessary steps to optimize your campaigns.

For instance, you might find that you see higher conversions with specific segments of your audiences. In these instances, you might want to redirect your focus toward these segments, targeting their specific devices and locations.

Continual improvement will help you get the most from your efforts as your brand continues to grow and your user base expands. Eventually, you’ll be able to significantly increase the ROI of your campaigns as you gain more experience with them.

Don’t Neglect Other Efforts

Your pre-install campaigns might get some of the best results, but you shouldn’t depend on them alone. You’ll want to supplement it with other marketing and advertising efforts. In addition to pre-install campaigns, optimize your app store pages, ad creative and messaging, social media presence, and other assets. Doing so will create a more holistic strategy that fully uses all the channels available to you.

Harness the Power of Pre-Install Campaigns

Advertisers can experience the benefits of pre-install campaigns with the right strategy and solutions. For some help with your campaigns, turn to App Samurai. Learn more about our OEM solution and get started on your next campaign today. You can also check out one of our customers’ success stories to discover precisely what these campaigns can do for you.

A Guide to Influencer Marketing and Its Role in App Advertising

When advertising an app of any kind, one of the most effective marketing tools available is influencer marketing. This channel is becoming increasingly popular among app owners and developers, along with many other types of businesses that want to expand their reach. According to one survey of 5,000 professionals, 90% of respondents found influencer marketing to be effective. It’s only going to increase in its effectiveness over time. 

At AppSamurai, we now offer influencer marketing as a solution through our innovative app marketing platform. Using this tool, you can fully manage your influencer marketing campaigns and get the most from them to assist with app advertising. 

To give you a better understanding of influencer marketing and how it can help app advertisers, the following is a complete guide to this channel and its advantages.

influencer-marketing

What Exactly Is Influencer Marketing for App Advertising?

Influencer marketing involves connecting with social media influencers to advertise or market a particular product, service, or brand. There are influencers of nearly every level, including smaller influencers known as micro-influencers to celebrity influencers with millions of followers. The fact is that every influencer with any kind of following can bring real value to a brand, including a mobile app brand.

Influencers often fall under specific niches that attract particular audiences. For instance, some influencers are known for live-streaming video gaming sessions that appeal to audiences into gaming. Meanwhile, another influencer might review food items that resonate with foodies. There’s a niche for just about every type of business and app to benefit from when it comes to influencer marketing.

You can communicate and build relationships with influencers on many channels, depending on your audience and the type of app you want to promote. Some popular platforms include YouTube, Instagram, TikTok, Facebook, Twitter, and LinkedIn. It all depends on who you’re trying to convert to loyal users.

How Does Mobile App Influencer Marketing Work?

When engaging in influencer marketing, the process is relatively simple. While it can require some work to find and connect with the right influencer, the results will be rewarding when you have a strong strategy in place.

Generally, the process of influencer marketing is as follows:

  1. App owners and advertisers look for influencers in their niche.
  2. The brand connects with these influencers and establishes a partnership with them.
  3. The influencer then uses their channel to promote the app.
  4. The influencer’s audience may then click on a corresponding link to download the app.
  5. For eCommerce apps, influencers could offer a unique promo code that links back to them.
  6. The influencer receives a portion of every purchase a user makes.
  7. Based on the unique link or the promo code, app owners can then gauge the success of these campaigns based on the traffic they receive.
  8. If successful, apps benefit from increased downloads and sales, along with loyal users.

Ultimately, influencer marketing has the chance to drive both downloads and user retention, with the chance to see high ROI. 

 

 

The Benefits of Influencer Marketing for App Advertisers

Compared to other forms of app advertising, influencer marketing is more effective in a number of ways. Your app can benefit from influencer marketing with the following advantages.

Advertise Through People Your Audience Trusts

While broad advertising campaigns can still yield results, people prefer recommendations from the people they trust. As such, data from Shopify shows that 61% of consumers are more likely to trust recommendations from influencers. People often turn to their favorite influencers for everything from advice to recommendations, and apps are no exception. 

Influencers, as their title would suggest, are often good at gaining people’s confidence and convincing them to use certain products or services. They do so in a way that feels more organic than a typical ad from the brand itself.

Influencer Marketing Tells a More Personal Story

Narratives are among the most powerful marketing tools for all types of brands. People love a good story, and influencers can give it to them as it relates to your app. For example, an influencer may download and use your app. When promoting the app to their audiences, the influencer can detail their personal experience, including all of the benefits of using the app. This will be in their own voice and using their familiar storytelling technique. Because of this, your app is more likely to connect with audiences as they relate to the story that the influencer tells.

Keep in mind that not all influencers are great at storytelling, which means you’ll want to look around for one that’s known for crafting compelling narratives.

Connect With Audiences of All Types

Today, there’s an influencer in just about every niche, which allows app owners to target nearly any audience or audience segment imaginable. Regardless of the type of audience you want to target, there’s an influencer for every business. While your instincts may be to target well-established influencers with large followings to maximize exposure, you can get even better results and save more money by targeting micro-influencers.

Micro-influencers often have smaller but loyal followings. By connecting with multiple micro-influencers in one or more relevant niches, you can make the most of your budget while reaching wider audiences. 

How Influencer Marketing Can Complement an App Ad Strategy

As mentioned, you still need other forms of app advertising to experience long-term success with your app. However, influencer marketing can play a key role in boosting brand awareness, increasing download and install rates, and retaining users. There are a few ways in which influencer marketing can complement your ad strategy, including:

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Build Brand Awareness

Other mobile marketing methods can get your brand in front of many audiences, but you can appear in front of even more with influencer marketing. When you reach out to the right influencer in your niche, you’ll have the chance to gain and hold the attention of people who might not find you otherwise. 

Even smaller influencers can expose your brand to hundreds or thousands of potential users. These users are also likely to be more interested in your app than general audiences. This is because influencers in your niche will share the same interests as their audience, encouraging them to try apps that they themselves would use.

If the influencer doesn’t manage to get audiences to download your app based solely on their recommendation and promotion, they’ll at least become aware of you. They’ll also look at you in a more positive light if they encounter your brand and app in the future. For example, a prospective user might not be interested in downloading your app when watching an influencer’s recommendation, but they may recognize you later if they see an ad on social media or another website. Based on this exposure and recognition, they may wind up trying the app when it’s convenient for them.

Increase Traffic Volume

People often don’t pay attention to generic ads or other marketing methods that don’t establish a more personal connection. On the other hand, if they hear and see a personality they like and trust to make a recommendation, audiences are much more inclined to give brand attention. As a result, they’re also more likely to take action based on this recommendation.

This is why influencer marketing often leads to more traffic for your app store page and the app itself. People will see that their favorite personalities are engaged with your app, which will get them to give it a try or at least investigate it further. This can go much farther than simply bombarding audiences with ads or attempting to reach out on social media on your own.

These advantages make influencer mobile marketing so critical for apps if you want to dramatically increase your app’s overall exposure and volume. 

Harness the Power of Influencer Marketing With AppSamurai

Your mobile marketing strategies can benefit tremendously from an effective influencer marketing strategy. However, you need to be able to locate the right influencer for your brand. Not every influencer is ideal for every brand, and you need to find one that’s going to serve as the best possible representative based on their reputation and relevance. The problem is that the competition among influencers is increasing to the point where there are thousands to choose from across nearly every niche. This is why you need the right tool to help you narrow down your selection and make the right choice.

If you want some help with finding the best influencer to build a relationship with and promote your brand, AppSamurai is here. AppSamurai is a mobile marketing platform that has many features to help you get the results you want from your efforts. One recently added feature that can assist with these campaigns is our influencer marketing capability. Using AppSamurai’s platform, you can now gain access to influencer marketing through our own inventory. We make it easier than ever for app advertisers to sign up, locate the ideal influencer, and reach out to begin reaping the rewards of influencer marketing. 

To get started with influencer marketing through AppSamurai, sign up with us today.

Why Targeting Gen Z Users Is So Lucrative for Mobile Marketers

Generation Z, or Gen Z, is among the most important to target for mobile advertisers. Considering Gen Z comprises around 1/3 of the world’s population, this isn’t a generation you should overlook. The majority of this generation’s members can become loyal users of all types of mobile apps, from games to lifestyle and e-commerce apps. 

If you’re not sure how to increase user acquisition among Gen Z, the following is a guide to this generation and gearing your mobile marketing toward it.

What Is Gen Z, Exactly?

There’s some debate about which age groups fall under Generation Z, but most agree that this generation has a 16-year span that begins in 1996 and ends in 2012. Based on these numbers, members of Gen Z, also known as Gen Zers or Zoomers, are between seven and 23 years old. 

Recent studies on the generation have identified some unique characteristics among its members. Unlike older generations, Gen Zers tend to:

  • Have at least one parent with higher education
  • Enroll in higher education institutions
  • Avoid seeking employment before reaching the ages of 18 to 21
  • Live in urban locations as opposed to rural areas
  • Be more diverse than previous generations, with nearly half of Gen Zers coming from an ethnic background

When it comes to Gen Zers as consumers, they are also different in a number of key ways. For example, Gen Z is more:

Value-Driven

Generation Z tends to have specific principles that influence how they interact with brands, products, and services, including the mobile applications they use. They take many issues seriously, including social issues such as civil rights and other broader causes such as maintaining online privacy. Ultimately, many Gen Zers want to improve the world and make it accommodating for everyone, and they want to see this attitude reflected in their favorite brands.

Tech-Savvy

Having grown up in the era of smartphones and other highly developed consumer technologies, Gen Z is the most tech-savvy generation yet. Gen Zers know how to use many types of tools to improve their daily lives, and they have the ability to pick up on new ones. They can do everything from communicating using text and other digital means to working with some of the most complex apps out there. As such, they’re more likely to connect with apps and other technology that they find useful.

Frugal

Many Gen Zers have either grown up in or were born around the recession of 2008 and felt its effects through their families’ struggles. As such, many have learned about the value of careful spending and saving. This has made many members of Gen Z particularly frugal as they work to secure a solid financial future. Even though many tend to save, they’re still often insecure about their financial welfare.

How Gen Z Connects With Ads

The different values and characteristics of Gen Z mean that they behave differently toward ads. Additionally, Gen Z encounters many brands and offerings on a daily basis, and Zoomers have for most of their lives. These aspects make it easier for members of Gen Z to dismiss ads as either scams or spam, which could prevent them from ever coming to know or trusting many brands. They’re often great at identifying good and bad opportunities based on their years of experience online, making it important for brands to be particularly careful in their approach to Gen Z advertising.

Also, keep in mind that Gen Z’s tech-savvy nature makes them less inclined to opt-in to any offers unless they’re certain they’ll benefit. Even if you do manage to get them into the top of the funnel and engage them, there’s no guarantee they’ll continue any further if they see no reason to do so.

However, with the right strategies, you can successfully market to Gen Z and convert them into active users who are loyal to your brand.

How to Advertise to Gen Z

Keeping Generation Z’s traits and behaviors in mind, you can take an approach to mobile marketing that truly connects with this generation. The following are some ways to get the most from your Gen Z-targeted advertising efforts.

Establish Your Brand’s Mission and Value, if Applicable

If your brand has a set of values and a specific mission, share them with your audiences in your messaging and creatives. Younger generations, including both Gen Z and Millennials, will be more eager to connect with you if you share their values and visions. Even if your brand doesn’t have defined core values, you should still make it clear what your audiences will get when they turn to you and download your application. In short, Gen Z wants to know what’s in it for both them and the world at large when they do business with you.

You can also help Gen Z relate to you by detailing your brand story. Through the power of storytelling, you can explain the why behind your business, including what motivated you to develop your business and app. This may involve a specific problem that you or your audience had, which your app could solve.

Focus on Social Media

Generation Z spends a lot of time online, and on social media in particular. One recent report found that 43% of Generation Z and Millennials are daily active users. While both generations may use social media on a regular basis, you need to know which platforms to target if you want to reach Gen Z. They use many of the same platforms as Millennials, but some platforms are particularly popular among Gen Zers over others.

According to one study, most Gen Zers tend to use YouTube most of all. The second most popular platform is Instagram, followed by TikTok and Snapchat. Among the most notable platforms is TikTok, which caters largely to Gen Z.

Using one or more of these platforms can be invaluable in your mobile marketing campaigns.

Use Influencer Marketing

Gen Zers want to be able to trust a brand of any kind before engaging with it, and they often connect with personalities over entities. Because of this, Gen Z often follows popular influencers on social media. These are individuals who have a unique personality and/or set of values that Gen Zers can connect with, making them potentially powerful assets for marketing an app.

There are all types of influencers out there in nearly every niche imaginable. Regardless of the type of app you sell, there’s an influencer for it who can help you advertise to wide audiences. Don’t dismiss smaller influencers, either. Even influencers in some of the smallest niches have a loyal following of Gen Zers and others, making their recommendation of your brand critical. 

Influencers could promote your app by downloading it themselves and detailing their experience. They would do so in familiar language and by injecting their personality into their review, which would go a long way in getting Gen Z audiences to trust you.

Offer Compelling Sales and Discounts

Because Gen Z is unusually frugal compared to other generations, this generation is always looking for ways to save more money. If you want to appeal to Gen Zers and give them an incentive to do business, you should carefully structure discounts and sales.

To encourage user acquisition, you can offer a discount with a promo code, free shipping, or another enticing offer. If you find that users are dropping off after a while, you can also encourage them to return by offering a deal. For instance, delivery or e-commerce apps may send a notification indicating that “we miss you” and include an accompanying discount. 

You can also send the occasional promotion to loyal users, which could significantly boost retention among Gen Z.

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Time Your Ads Properly

Many members of Gen Z are still in school, with most being under the age of 23. This means you can count on them spending less time on their mobile devices during the middle of the day. To get the most from your ad campaigns, you may want to run them in the mornings or the evenings, once they’re likely off either school or work. 

They also use different channels depending on the day. One study found that most Gen Zers tend to spend a lot of time on social media in the early hours of the day, as they want to connect with friends. However, another report concluded that Gen Zers are more responsive to general advertising in the afternoons and evenings, while they’re relaxed and at home.

Use the Right Strategies and Tools to Resonate With Gen Z

With the help of these and other strategies that target Gen Z more specifically, you can establish a stronger connection with this generation of mobile users. To get the results you want from your mobile marketing efforts, you also need effective marketing tools. One reliable tool that can help with your campaigns is AppSamurai, which is a comprehensive mobile growth platform.

To find out more about how AppSamurai can help you advertise to Gen Z and increase user acquisition and retention, sign up with us today.

5 Un-Interruptive In-App Marketing Strategies

If you want to monetize your app through certain in-app marketing strategies, there are several options available to you. While in-app marketing can be profitable and help you earn more revenue for your app, your efforts must not hinder the user experience.

While many app publishers opt to sell ad space within their apps, the majority of users will quickly turn away from apps that don’t use ads the right way. If users see too many ads too frequently or simply see irrelevant ads with poor placement, this could severely limit your app’s appeal. It’s particularly hard to connect with users through ads today, considering the number of ads they see every day on multiple platforms from apps to social media sites. 

Keep in mind that a poor user experience in your app can be extremely detrimental, making this a priority over any form of monetization. According to one survey on CXL, 48% of users who had a bad experience with an app were less likely to use it again. Meanwhile, 34% stated that they were likely to try a competitor’s app if it appeared to deliver a better experience. 

If you want to offer the best user experience while effectively monetizing your app, the following are some in-app marketing strategies to try.

1. Carefully Place Ads

With the right placement and ad type, you can use in-app ads to monetize your app without negatively impacting the user experience. There are several types of ads you can use within your app, making it important to select the right one based on your app’s category and usage. 

The potential types of ads you can place in your app may include:

  • Banner Ads
      These ads take up a small amount of space on users’ screens when using an app. They typically stay in place as the user scrolls or otherwise browses a page. Because they’re in the background, they often go ignored by users, which leads to minimal awareness and engagement.
  • Interstitials
      These are ads that tend to cover the entire screen when they appear. This ensures the user sees the ad and increases the likelihood of engagement. The ad then normally includes a call-to-action (CTA) that encourages users to perform a specific action, such as downloading an app.
  • Video Ads
      These are ads that play a video for a specific amount of time before the user can close them. They may be as short as five seconds or as long as several minutes, but the shorter the better if you want to engage users and avoid hurting the user experience.
  • Native Ads
      Using native ads, you can create an advertising experience that blends the ad with the app’s design. These ads typically feature designs that resemble the app’s design, which allows for a more seamless ad experience. 
  • Playable Ads
      If you really want to engage users and get them to connect with the ads displayed, playable ads are among the most effective. Playable ads present users with a mini-game that they can play to engage with a particular app, product, or service in a fun way. Because of their entertainment factor, they tend to complement the user experience within an ad.

Regardless of the ad types you select, you need to choose the right frequency and placement for them. Avoid placing them at critical moments that might irritate users and interrupt their experience. You should also make sure your ads don’t show up too often, which is another primary reason users leave an app. As an example, a casual gaming app might feature a very brief period of gameplay for each level, showing two ads between levels. This would likely be too frequent to the point of annoying users.

If you want to get the most from your ad strategy, you may also want to integrate carousel ads for products or a dedicated offer wall. On an offer wall, you could give users the opportunity to watch various ads in exchange for an in-app reward, such as game currency or free virtual items. This would give users more of an incentive to view and engage with those ads, leading to more revenue and app engagement on your end.

2. Use Advanced Segmentation

To get the most from your in-app marketing strategies, you should use advanced segmentation to effectively personalize the in-app experience and ads. This is crucial for successful app marketing strategies. 

Through segmentation, you can find out what each portion of your audience wants to experience through advertising and the app itself. Based on this segmentation, you can then develop in-app notifications and other content using visuals and messaging that appeal to each segment. Segmenting your audience also makes it easier to identify the most valuable audiences, which you may want to market to more heavily. 

Again, try not to push any in-app notifications, ads, or other content too frequently, as this can turn people away regardless of the content’s relevance.

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3. Create In-App Modals

An in-app modal appears on mobile users’ screens and encourages them to perform a specific action before they’re able to access the app outside of it. Because of their intrusive nature, modals can easily annoy users if you don’t use them the right way. On the other hand, well-made and properly delivered modals can be extremely useful in your in-app marketing strategies.

Modals can drive a variety of actions within the app. For example, they may include a CTA button that directs users to a particular feature. Meanwhile, others can simply include messages and allow users to close them, while others can ask users to enter information to customize the experience. They most often show up in the form of welcome screens that introduce new users to an app.

In some cases, you may want to include brief videos in your modals. These videos can feature short tutorials or promote certain features in your app. For instance, a modal with a video could discuss a particular paid feature that users aren’t already paying for, which can get them to consider upgrading.

As with other potentially irritating in-app prompts, avoid using modals too often. It’s typically best to keep them limited to welcome screens for new users or to use them as one-time notifications when rolling out a new feature.

4. Conduct In-App Surveys

In-app surveys can complement other types of surveys that you request online through email or other platforms. When conducting surveys in your app, you should stick to micro surveys that don’t require as much time as longer ones.

One way to use in-app surveys is to request certain personal details from users that help shape the user experience. As an example, a prompt in a business app may include fields that enable users to enter their age, gender, and occupation, which could then personalize the user’s experience accordingly. You can also ask whether users like a certain feature or request specific feedback through a brief message.

Using the data collected, you can gain more insight into users and figure out how to further optimize the app. You may discover that many users don’t like or simply aren’t using a recently added feature, getting you to remove or change it. Additionally, you may learn that the majority of your users share a certain demographic, which could inspire certain design changes that are more likely to appeal to this demographic.

5. Integrate Resources and Guides

If you want to reduce the number of help tickets you receive and make things easier in terms of customer service for app users, you’ll benefit from incorporating a knowledge base in your app. While it may cost a certain amount of time to put together different guides and resources to include in your app, you’ll ultimately save a lot of time and effort in the future with invaluable content.

Keep in mind that resources and guides are popular among app users. In one survey, 91% of respondents stated that they would enjoy using in-app guides and resources over contacting customer service teams. This is largely because many people want to solve problems on their own before turning to anyone for help. You can make it easy for them with detailed information about your features, how to use your app, and how to address any issues. 

Your in-app knowledge base could also feature a variety of content, including text guides along with helpful videos.

Develop a Solid In-App Marketing Strategies to Monetize Your App and Connect With Users

With the right in-app marketing strategy that doesn’t hurt the user experience, you can effectively monetize your app while engaging users. 

If you would like some help with monetizing your app using in-app marketing strategies, consider integrating App Samurai. Using this reliable app growth platform, you can successfully incorporate ads and other monetization efforts into your app. This will help maximize your app’s profitability and ensure you consistently acquire and connect with users. Get in touch with us today to learn more about what our platform can do for you.

SKAdNetwork 4.0: What’s New for App Campaigns & Advertisers?

SKAdNetwork, also known as StoreKit Ad Network or SKAN, is integral for measuring ad activity. It’s also crucial for maintaining users’ privacy. With the new updates coming via SKAdNetwork 4.0, advertisers may wonder what exactly this framework is and how the new updates will impact them. The following guide to SKAdNetwork will detail exactly what it is, how it works, and what it means for advertisers and app campaigns.

What Is SKAdNetwork?

The SKAdNetwork framework helps with direct mobile app install attribution. It allows for the measurement of various types of ad activity, including impressions and clicks, along with app installs. Apple introduced this framework in 2018. While it provides advertisers with plenty of information about ads’ performance, it does so while concealing user- and device-specific information.

Since 2018, SKAdNetwork has undergone certain updates, with the most recent coming along through SKAdNetwork 4.0.

How It Works

The SKAdNetwork involves four main components, including:

  • Ad networks that connect publishers with advertisers
  • A publishing app that displays the ad
  • The target app behind the ad
  • A mobile measurement partner (MMP) that both attributes and optimizes the data collected

With the help of SKAdNetwork, advertisers and marketers can effectively keep track of data and optimize their ads based on their performance. They can use SKAdNetwork to measure two main types of engagement, including ad views and StoreKit renders. 

The SKAdNetwork Process

SKAdNetwork operates through a specific flow, which works as follows:

  1. The publishing app displays an ad. Immediately afterward, the app starts a timer for three seconds, with SKAdNetwork receiving a notification that the process has started.
  2. Once the ad has appeared for three seconds or longer, the app indicates to the framework that the timer has stopped, labeling it an ad view in the process. The publisher will then render the target app StoreKit if the viewer chooses to engage with the ad.
  3. At this point, the framework takes the StoreKit render into account. There’s a chance that the engaged viewer may also opt to download the target app.
  4. When users download, install, and open the target app within 30 days after clicking on the ad, SKAdNetwork then attributes the install to the ad network. The device will then transfer an install postback to the network along with a copy for the advertiser to view.

SKAdNetwork is helpful for app advertisers by indicating how effective their ads are, as they can gauge success based on views, clicks, and installs. As the framework continues to develop, there are some specific advancements that you’ll see with SKAdNetwork 4.0 that will make it one of the most reliable app attribution tools. It’s an essential part of any app growth ecosystem.

men-and-women-holding-laptops-and-smartphones-app-advertisers-skadnetwork-concept

The Potential Uses of SKAdNetwork for Advertisers

Advertisers have the ability to receive a variety of data using SKAdNetwork, including:

  • The publishing app’s publisher ID
  • Click-through attribution for mobile app ads
  • First-time installs
  • The campaign ID that provides data around creativity, campaigns, and placement
  • Conversion values ranging from 0 to 63 that the advertiser needs to set, with these values providing estimates of users’ quality instead of revenue data
  • Accurate attribution that’s mostly devoid of fraud
  • Cryptographic verification of parameters and attribution

To use this data to improve advertising campaigns, you must meet a few key requirements. Specifically, you will need to meet the following requirements:

  • Media partners need to support the SKAdNetwork API
  • Analytics and reporting tools must be compatible with the data collected through the framework
  • Advertisers will need to collect and confirm all install data from media partners to weed out instances of misuse or fraud

To meet these requirements, many advertisers may need help with third-party resources such as powerful analytics tools and MMPs.

Features of SKAdNetwork 4.0 and How They’ll Affect Advertisers

You can expect to see some dramatic changes with the new and improved SKAdNetwork 4.0 from Apple. These improvements will help make the framework more ideal for app marketers, but with some limitations to keep in mind. The following are some of the specific changes that will affect SKAdNetwork and, subsequently, advertisers.

As Many as Three Postbacks

Previously, SKAdNetwork only allowed advertisers to receive a single postback, but the new update will allow for up to three. Each subsequent postback will have a longer window of time, going from 0-2 days for the first postback to 3-7 for the second and 8-35 for the third. The main benefit here is that advertisers can optimize more effectively on conversions, with the ability to do so for as long as 35 days. At the same time, they can measure earlier events, including installs.

With the single-postback model, install and post-install conversions needed to appear in one postback. The result was delayed notification of installs, which advertisers didn’t receive until the recording of the final conversion within the time window. 

In general, this feature will allow advertisers to optimize ad campaigns faster with insights into performance that become accessible earlier. You’ll no longer need to wait for the last conversion before learning about each conversion.

More Campaign IDs

Campaign ID will support a maximum of four digits, whereas previous versions of SKAdNetwork only support up to two. The benefit this brings is the ability to support up to 10,000 values for app campaigns, creative, and other elements. Additionally, Apple renamed “campaign ID” to “source ID” because of the new functionality. 

Keep in mind that the four numbers must go through three tiers of privacy thresholds known as “crowd anonymity.” With the help of source ID, you can now get plenty of data on source identifiers with campaigns that see high volume. For instance, you can get data on location, campaign, and ad placement. 

According to Apple, the source identifier field is hierarchical. The first, second, and last two numbers will be independent. However, the last two digits are the only two that will inevitably return. Because of this structure, advertisers will have many potential IDs to use in campaigns, provided they adhere to the new strict privacy standards that Apple has in place.

As a result of this implemented change, advertisers and publishers alike will benefit from more granular data that brings more value. Advertisers can gain more in-depth insights into their ads’ performance with added transparency.

Web-to-App Support

While older versions of SKAdNetwork used app-to-app advertising, 4.0 will enable advertisers to attribute their web ads. These ads lead users to App Store pages where they can download the target app.

This is significant because of the lack of web-to-app support seen with SKAdNetwork 2.0 and earlier, with many advertisers seeking a solution to this particular issue. According to Apple, SKAdNetwork will specifically support “clicks,” although “views” are still unaddressed. The framework will register “clicks” from embedded cross-site iframes along with first-party sites.

New Testability Updates

With SKAdNetwork 4.0, Apple will also add some new features that will help with testing. These include validation of ad impression implementation and the ability to test SKAdNetwork postback. 

The Ability to Receive Conversion Value IDs With Reduced Privacy Threshold Restrictions

There won’t be an increase in the number of Conversion Value IDs that you can use with SKAdNetwork 4.0, with the maximum staying at six bits with 64 available values. The use of this ID is more granular, but strict privacy threshold limitations will still be in place. 

The big difference will be that advertisers can set and receive up to three Conversion Value IDs that are “coarse-grained” from low to medium and high. This is considerably less restrictive. As a result, advertisers can get valuable conversion data based on low, medium, and high values. 

How Advertisers Can Adapt

The updates seen with SKAdNetwork 4.0 show how privacy-centric the digital world has become, and this trend is only going to continue. At the same time, advertisers and others will benefit from the ability to attribute, measure, and optimize campaigns more effectively. 

To make the most of this inevitable change, there are some steps that advertisers can take, including:

  • Using helpful tools to consistently update and map conversion value schema, which will get full use out of the 64 values without the need to spend so much time on development.
  • Protect data from fraud using tools that work with iOS 14. 
  • Harness the power of predictive analytics to get around time window restrictions and accurately make predictions for the far future of app campaign performance.

By taking these and other steps, you can fully integrate SKAdNetwork 4.0 to supercharge your advertising efforts. The future of advertising, especially mobile advertising, is looking bright for everyone involved, from users to advertisers and developers. Users benefit from more privacy, while advertisers see more actionable insights that help fuel successful campaigns. By staying up-to-date with the industry and incorporating the latest changes, you can get the results you want from your efforts with more efficiency. 

Want to learn more about mobile marketing and what you can expect in the future? Check out App Samurai’s blog today, where you can read more about trending topics in the mobile marketing industry.

AppSamurai’s Complete Guide to Mobile Ad Fraud in 2022

Mobile ad fraud is one of the biggest problems in the advertising industry. It’s a type of fraud that exploits ad technology to maliciously attack and drain the mobile ad budgets of advertisers, and contaminate their datasets as a direct consequence. Mobile ad fraud can take many forms, but they all have the same goal: to generate revenue at the expense of advertisers and publishers. This is an updated guide for you to learn what kinds of ad frauds are out there so that you can better understand them and safeguard your advertising interests.

Types of Mobile Ad Fraud

Visibility/Impression Fraud
Brand Safety Fraud
Incorrect Targeting
Fake Impressions & Clicks
Fake Installs & In-App Event Conversions
Attribution Fraud
SDK Spoofing

Visibility Fraud

Visibility fraud refers to a unique situation when your ad may not be properly viewed despite being displayed in an in-app placement. This can happen due to multiple reasons.

Invisible Position

A fraudulent SDK in the publisher’s app may trigger an impression on your placement even though an end user may not have even scrolled down to see the advertisement, hence the name Invisible position.

View Time

View Time refers to when an end-user scrolls over an ad too quickly to view it, yet the impression is still credited to the placement.

Ad Stacking

Ad Stacking is another form of visibility fraud whereby your advertisement is overshadowed or completely covered by another ad banner/image/gif within the same placement. The impression will be counted even though your ad may not have even been viewed, and clicks will not even be possible in this scenario since the ad is physically blocked.

Pixel Stuffing

A similar impression fraud type is Pixel Stuffing referring to when your ad is displayed on top of a normal-sized ad as a tiny pixel-size 1×1 block along with multiple other ads for which the fraudster would gain impression revenue even though the end-user is only consciously viewing the one normal sized ad.

Brand Safety Fraud

It is important to have complete transparency between an advertiser and their respective publisher(s). One of the major reasons for requiring this open line of communication is to ensure that advertisers are enjoying the benefits of their user acquisition efforts while also maintaining a positive brand image.

How does brand image factor into this scenario? Well, it is important to note that an advertisement is a form of communication of the brand to the end-user, and the environment within which it is displayed plays a big part in how the brand is perceived. Fraudsters can earn from ad budgets by displaying ads in placements that do not suit the image of the brand being promoted; for instance, advertising products in 18+ or illegal stream sites can have unwanted effects detrimental to the brand’s image and popularity.

Incorrect Targeting Fraud

Incorrect Geo-Targeting

There are multiple ways in which a fraudulent ad source can steal your budget via incorrect targeting. By means of Incorrect Geo-Targeting, fraudsters can send traffic from countries and geo-locations that you do not wish to receive volume from and could harm your marketing plans, budget and app perception especially (as your app may not be localized or viable for the location it is incorrectly being promoted in).

Incent Abuse

There are different types of user acquisition types, and each come with their own merits and uses; through means of performance based user acquisition, your creatives would be the convincing factor that would see an end-user go from an impression to a recurring user. Via incentivized traffic, one can supercharge their traffic volume and earn a huge amount of users in a short time to boost their app rank. However, incent abuse is when a fraudster displays your ‘performance’ ad on an offerwall and earns you a hefty amount of installs at the cost of loyal users that don’t go beyond installing your app and ruining your app-to-event statistics. 

Domain Spoofing

The third form of incorrect targeting fraud is domain spoofing, whereby your ad may be purposefully displayed on a website (or app) domain that is impersonating a legitimate business in an attempt to fool you, the advertiser, into believing that your ad is placed on a legitimate and high value domain. This can also be seen as a form of brand safety fraud.

Fake Ad Engagement

Pixel Stuffing/Ad Stacking

We spoke about pixel stuffing as a form of visibility-based ad fraud earlier, it can also be termed as a fake ad engagement as the impressions and clicks will be attributed to the fully viewable ad as well as the myriad of invisible ads stuffed into a 1×1 pixel that the viewer cannot see. Meaning the pixel sized ads won’t receive the actual engagement the advertiser will presume they are getting. The same theory applies to ad stacking, as your ad may be blocked by a fully sized ad covering your creative, yet this will still trigger an impression for your ad.

Data Centers & Device Farms

Furthermore, fraudsters control servers/data centers from which they are able to generate fake ad engagement statistics to your attribution tool from certain placements to make you pay for imaginary impressions (via a cost per mille cost model). The result of this is similar to that of a ‘device farm’ whereby many smartphone devices contain SDK’s that are programmed to trigger impressions and clicks for ads to earn money for the fraudster from your ad budget.

Click Farm

The more analogue version of a device farm is called a ‘click farm’; in a click farm, numerous low-paid workers are employed to operate a certain number of smartphones to view, click on, install and even engage with apps (based on the fraudsters’ preference) in an attempt to simulate a lucrative placement/publisher bringing in real traffic.

mobile-ad-fraud-click-farm

click farm

Fake Conversions

In order to trigger fake conversions from a placement, fraudsters can use ‘Device farms’, ‘bots’ and ‘emulators’ to imitate real users by not only sending impressions and clicks to your attribution tool, but also installs and in-app events like ‘sign-up’ or ‘tutorial complete’ events for instance.

Attribution Fraud

The main purpose of attribution fraud is to fool advertisers into believing that their ads are effective. Fraudsters do this by using multiple methods to create fake impressions, clicks, installs and post-install events in order to make the placement seem like a feasible ad solution.

Click Spamming

Click spamming’ is a form of spam-fraud that consists of generating artificial clicks on a web page or an online advertisement with the intent to artificially inflate the number of “clicks” that are recorded on the site. Fraudsters essentially do this by executing fake impressions and clicks for users that have not clicked on your ad, this can be discerned by checking the click-time-to-install-time (CTIT) of the installs on your attribution tool or console. If the CTIT for the installs is more than 2 hours, the traffic can be a plagued by click spamming; this is because users who fraudsters attribute clicks to may end up installing the app organically (or by a legitimate affiliate) and their install/sign-up/purchase events will all also be credited to the fraudulent source.

Click Injection

Click injection’ is a sophisticated form of attribution fraud. By publishing an Android app (or having access to it, such as via a monetization SDK) which listens to “install broadcasts”, fraudsters can detect when other apps are downloaded on a device and trigger clicks before an install is fully completed. The fraudster then receives the credit for installs as a consequence. A telltale sign of click injection is when the click-time-to-install-time (CTIT) of an install is exceedingly low (less than 10 seconds); normally a cluster of these quick installs together are easily discernible as click injection fraud.

Cookie Stuffing

A form of fraud that has been highly prevalent for mobile web and websites is ‘Cookie stuffing’. As explained on Seon.io, this disingenuous technique allows fraudulent affiliates to plant hundreds of cookies regarding products & services into a particular website which, when visited by a user, are saved in the visitors’ browser history. Days, weeks or even months later, when the visitor purchases a product pertaining to one in the ‘stuffed cookies’, the fraudulent affiliate will gain credit for convincing the user even though they may have been an organic buyer or the fruit of a legitimate affiliate’s labor

SDK Spoofing

SDK Spoofing’ is a type of bot-based fraud, often executed by malware hidden on another app. In SDK Spoofing, fraudsters add code to one app (the attacker) that then sends simulated ad click, install and engagement signals to an attribution provider on behalf of another app (the victim). When successful, these bots can trick an advertiser into paying for tens or even hundreds of thousands of installs that did not actually occur, thus burning mobile marketing budgets.

Conclusion

Do you have a mobile app you wish to grow and safeguard against these malicious tactics? Learn more about mobile advertising fraud by signing up on the AppSamurai platform here. Our AI-powered user acquisition solution boasts of the industry leading anti-mobile fraud engine, having saved millions of dollars worth of ad budgets for our advertiser clients. Get in touch with us to find out more, we’re just a click away.