Meeting was promoted by AppFlyer, Digital Turbine and RankMyApp
Application advertising was the main discussion on the panels of the App Acquisition Summit, which took place this Wednesday (30). The meeting was promoted by AppFlyer, Digital Turbine and RankMyApp.
According to the panelists, marketers and growth today have more variables to analyze before considering an app download performance success.
“It’s no use celebrating downloads, without seeing that at the end they are uninstalling your app”, said Anna Menezes, Growth Manager at Daki.
During the event, participants agreed that user retention should be one of the pillars of any campaign.
“Performance is wonderful, but we cannot forget that there are other stages of the conversion funnel, and if you don’t position your brand well, from the moment the app is discovered by the user, this growth will stop, even with all the investments in advertising” , pointed out Herwin Genz, Digital Turbine’s sales director in Brazil, who completed his speech by saying that companies need to work on user perception of that application.
Digital Turbine presented data of high retention, user confidence and low uninstall rates when apps are downloaded from On Device media, that is, when apps come pre-installed on the smartphone itself. According to the panelists, app advertising campaigns should have different objectives according to the brand’s timing.
“If you have a well-known brand offline, traffic campaigns to stores followed by in-app conversion campaigns will work faster. If they are new and unknown apps, advertising will focus on awareness, that is, campaigns whose results will be impressions, views and complete views of advertising pieces and videos”, said Leandro Scalise, CEO of RankMyApp.
According to AppsFlyer, there was an 85% increase in app acquisition campaigns during the pandemic. “App marketing needs detailed campaign performance data to make new decisions,” said Lucas Fedrizzi, director of sales for AppsFlyer in Brazil.
For Laís Aguias, Head of Marketing at Playkids, “there is no cake recipe”. “It will depend on your content, your business and your customer. Not necessarily the channels work the same way for all apps. Sometimes you don’t have to compete for the same inventory that other apps are fighting for”, he added.
