Here are quick ways to boost marketing of your gaming apps:
1. Premium On Device
Affle’s POD or Premium on Device is a marketing choice where you can leverage the custom app stores offers by different OEMs and device manufacturers. What it means for marketers is an increase in app discovery as top handsets brands like Xiaomi and Samsung offer such app stores.
In a market, such as India, the top 5 new handsets shipped in Q3 2019 commands a whopping 87%. Utilizing the POD service you get access to all these devices. The biggest benefit comes in the form of audience reach as you are able to reach users in tier-2 and tier-3 where the dominance of these devices is even greater. It helps you bypass the restrictions of Google Play Store, which needs users to have a Google account for the use. OEM app stores do not need such an account.
Moreover, the advertising possibilities that it offers go beyond the traditional ad norms as you are able to leverage ad formats, such as – native, on-lock screen, push notifications, splash screen, and homepage banner of the store. Affle’s POD relies on data-led optimization to better focus on the users and accordingly offer them ads.
2. App Intelligence
App intelligence is more about the kind of inventory you run your ads on. It’s commonly known that gaming apps work well as inventory to other games. App intelligence helps you better leverage the understanding in a more refined manner.
App intelligence gives a number of filters to choose the inventory while running your programmatic ads over aDemand Side Platform (DSP). You can choose if you want to run the ads only on apps that are listed on a renowned app store or not. So if you are targeting only iOS users or Android users, it enables you to do so. Moreover, you can choose the categories as well. For gaming apps, you would like to run ads on apps that in the categories, including gaming, OTT/entertainment, and dating.
You can even choose the rating of the app on the app stores to ensure that your apps are running only on quality inventory. Pitching ads on the quality inventory simply means attracting quality users for your app.
3. Choose Payment KPIs Similar to Campaign Goals
Let’s say you have a real-money game were you want to drive more first-time deposits using an ad campaign. But you choose Cost per Mille (CPM), Cost per Click (CPC), or Cost per Install (CPI) as your campaign KPI. You will be paying to the ad partners on every impression, click, or install. You are not even sure if those installs will actually convert into paying gamers or not. If you are not reaching the targets of first-time deposit, then you will scale impressions, clicks, and installs, which will mean more expenses. How about paying for every first-time deposit?
Well, that may come as surprise as various ad partners do not offer such customization with the KPI metrics. However, relying on Affle’s Cost per Converted User (CPCU) model, RevX offers custom KPIs for campaigns. Such downstream KPIs can be in-app purchases as well. So, you can opt for custom KPI depending on your app model. How it helps your budget?
With a direct focus on driving the lower-funnel results, we are able to target the right audience at the top of the funnel. So, you are not paying for impressions, installs, or clicks that don’t contribute to your revenue.
