Privacy and security have been notable talking points for apps in 2023. Currently, about 42% of apps collect more data than they need to, and as a result, Apple and Google are pushing privacy policy changes with more stringent rules around data collection. 2024 marks a pivotal moment as tech giants and consumers demand greater transparency and control over the use of personal data. This shift profoundly impacts how apps are marketed, challenging traditional approaches, and necessitating the need to re-evaluate strategies to align with emerging privacy standards.

Earlier this year, Apple unveiled iOS 17, and Google released Android 14. These new updates brought privacy changes that are cracking down on how app marketers track and measure their campaigns. In 2024, these changes will slowly be rolled out, so getting ahead on your privacy compliance will be essential. Now is the time to plan your app’s data collection strategy, and here’s what you need to know about the current and future changes. 

Apple Unveils Link Tracking Protection 

Apple’s new iOS 17 update didn’t just bring a fancy new look and features for your Apple device. It also brought a few changes to heighten its user’s privacy and security. One of these policies is the crack-down on UTM tracking links, which are an essential tool for marketers. 

The release of Link Tracking Protection will strip some tracking parameters from URLs clicked via Private Browser Mode on sources such as Safari or Apple’s native Mail & Messenger apps. At first glance, this may not appear to be a significantly disruptive alteration for app owners, particularly considering that the volume of traffic monitored through these channels might be limited. Nevertheless, it could represent the initial phase of a more extensive privacy transformation in user tracking instigated by Apple, and we do not doubt that further sources will be impacted.

Currently, only a few tracking parameters are being affected, such as the Google and Facebook Click Identifiers, which could be used to support attribution of the buyer journey. We expect that going into 2024, this list will grow, so make sure to be aware of changes that have been announced.

Apple’s New Fingerprinting Requirements

Fingerprinting is a technique used for ad-related tracking. It involves creating a unique identifier for a device based on its software and hardware characteristics, which can then be used to track users across different websites and applications, circumventing explicit tracking consent from the user.

For iOS, apps that require APIs for the functionality of their product will need to declare the intent behind using them. They will need to declare this to the app’s privacy manifest. If you want to know what you need to declare and how, go to our blog here to learn more. 

These APIs include:

• Active keyword
• Disk space
• File timestamp
• System boot time
• User defaults

Android’s Privacy Sandbox

Android is trying to phase out third-party cookies entirely with its Android Privacy Sandbox. The Privacy Sandbox aims to develop new technologies that improve user privacy and enable effective, personalised advertising experiences for mobile apps. In Android Privacy Sandbox, the SDK Runtime creates a separate environment for third-party SDKs, preventing them from accessing information like battery level, time zone, and language, which could’ve been used for fingerprinting.

To help app marketers, Android is proposing a set of APIs that will enable the personalisation of ads and measure them privately. The Sandbox will still allow marketers to retarget, which is important to remember as user acquisition becomes more complex through the new restrictions. You can learn more about these APIs here on Android Introduction to the Privacy Sandbox.

What can you do?

Achieving a balance between personalised data services and privacy is essential for the prosperity of any business, with transparency sitting at its the heart. Some effective methods for achieving this balance include:

1. Strictly study and follow Apple & Google’s privacy policy requirements
2. Collect only essential data 
3. Clearly communicate to your customers the intended use of the information you gather

Focusing on gathering only essential information for your business objectives is crucial. Transparency becomes a guiding principle when dealing with customer data—keeping them informed about how their information will be utilised fosters trust and reinforces ethical practices. The significance of data analysis cannot be overstated; it is essential for informed decision-making. By adhering to these principles, businesses ensure data integrity and customer trust to pave the way for sustainable and mutually beneficial relationships.

Conclusion

The iOS 17 and Android 14 changes are forcing out old measuring strategies like fingerprinting in favour of their SKAN and Privacy Sandbox tools, respectively. This, in turn, challenges marketers to learn and innovate ways to deliver personalised and engaging content while respecting user privacy boundaries. Apple’s privacy manifest will be enforced in Q2 of 2024, so make sure your app is ready for the changes now.

Choosing the right app marketing agency partner and MMP is going to be crucial going into 2024 to make sure your app is compliant with these new changes. Luckily, most of these, including here at Yodel Mobile, have already made moves towards tracking and data transparency strategy and solutions.

The post Privacy Changes in App Marketing for 2024 appeared first on Mobile Marketing Magazine.

By Alice Brady, Chief Strategy Officer, Responsible Marketing Agency

Marketing effectiveness is a buzzword and a broad church that seems to mean different things to different people in the industry. It’s often used as a catch-all for anything that proves that marketing has delivered what it set out to, or even – let’s be honest – results retrofitted to campaigns for the purposes of award entries.

Sharper marketers have narrowed the definition of marketing effectiveness to proving the impact of marketing on the business’s bottom line. The transition of marketing, from a cost the business endures, to a source of return on investment, was welcome and well documented.

While the success of marketing campaigns is judged solely by the profits they generate, ESG compliance and excellence can be perceived as a hindrance to marketing effectiveness.

The truth though, is that ESG practices can be a source of efficiency and competitive advantage and we should redefine a more rounded approach to marketing effectiveness. By making ESG a priority from the outset, brands can improve performance and responsibly grow the bottom line. These objectives aren’t in competition and your ESG plan is not there to hinder your marketing effectiveness, but to help it. And here is how to make that happen.

Marketing effectiveness should be measured holistically.

Essentially, responsible marketing means demonstrating good practice across all aspects of E, S and G. We should think of marketing effectiveness as multidimensional – delivering profits while benefiting people and the planet – and create a measurement framework that reflects that.

Solid governance foundations should form the basis for every effective marketing campaign

While the ‘G’ in ESG often gets overlooked as the least glamorous of the trifecta, inadequate governance practices make it more likely that companies will fail to achieve their business and ESG goals. Simply put, compliance ensures that every dollar you spend is reaching the right (and real!) consumers, maximising your chances of a return on your investment.

After all, Nielsen reported that only 53% of the impressions served in the UK reached their intended target; there’s clearly a colossal amount of media money being wasted due to poor governance practices.

Strong compliance in your marketing will have a positive impact on quality, minimise wastage in ad spend and mitigate risk. It’s a win-win. 

So how can brands ramp up the ‘G’ to help them realise their potential? Let’s take a look at three key steps to building robust governance frameworks.

• Work out where you are

The starting point needs to be establishing the current baseline – assessing existing practices and procedures in relation to regulatory, consumer and corporate requirements and pinpointing gaps. In essence, to move forward, we first must determine where we are. Once the baseline is clear you can create pathways to close those gaps. Any brand undergoing an ecosystem transformation would also need to have this firm foundation, to then be able to drive governance and compliance throughout the transformative process and beyond.

• Make an ongoing commitment

Brands need to know how to remain compliant, especially in terms of data and operations on an ongoing basis. This means rigorous rules on the use of data or consumer information and ensuring responsible interactions in terms of Diversity and Inclusion (D&I). It is also likely to involve website engagement considerations (such as accessibility) and, of course, clear tracking of marketing effectiveness. 

• The company you keep

Brands that build marketing strategies in a vacuum will struggle to attain and maintain strong ESG credentials in their marketing activities. It is important to establish well-matched supplier relationships, and work with industry trade associations to support delivery of critical industry products or programmes. WFA’s recent research supports this, highlighting that marketing procurement has the potential to be a powerful effectiveness force for good. This is a meaningful move away from the traditional role of marketing procurement teams, which is typically to help ‘bring in the right partner at the right price’.

Measuring (and celebrating) marketing effectiveness

Getting all these things working well is fundamental to creating a strong culture of effectiveness. So, when we ask ourselves if our marketing campaign has proven to be effective, we need to redefine our understanding of what effectiveness should look like. 

The conscious and methodical inclusion of ESG considerations from the initial planning stages leads to more efficient and effective use of ad spend. The success of a marketing strategy can, and should, be assessed using a multi-metric approach of profit alongside ESG impact. Marketing effectiveness today means being profitable and responsible.

As it is viable, and even fruitful, to develop a campaign that is both profitable and responsible, our expectations of awarded and celebrated work should, at least, reflect due diligence from an ESG perspective.

Particularly from a governance point of view, potential award-winners ought to be able to demonstrate their governance and compliance practices as a prerequisite for entering the ring to be celebrated for their marketing effectiveness.

In the near future, specialist diversity, inclusion, sustainability and purpose-based awards categories will inevitably be phased out, as inclusion of ESG considerations within mainstream marketing strategies becomes the norm, reflecting holistic, responsible marketing effectiveness. 

The post Redefining marketing effectiveness for responsible marketers appeared first on Mobile Marketing Magazine.

Global digital marketing business Jellyfish has promoted Andrea Prosperi to Regional Director, Italy.

Prosperi joined the firm in 2021 to run Jellyfish’s client management operations in the country, he will be running, including sales, partnerships and marketing operations.

He has over 15 years of experience in the field, having spent a decade at Google, where he specialised in the Google Ads business for the tech and telecoms sectors.

Prosperi said: “We are closing 2023 with double-digit revenue growth and great appreciation from clients. Our plan for 2024 is to grow the business further and to expand the team as we continue to achieve our objectives. We already have a phenomenal crew of local professionals across data and analytics, paid and retail media, SEO and CRM, plus many other capabilities from other offices as part of a wider global network of experts. This is a great set-up, enabling us to keep bringing innovation to partners.”

“We also want to hear more from our clients, and to create open forums to discuss the future of the industry. That’s why we are planning a series of live events throughout the year. The first is a breakfast event for clients and prospects to understand more about the changes platforms are making ahead of the Digital Markets Act, with discussion around how brands should manage such important change, while protecting and enhancing their data.”

He added: “The second, on February 1st, will be around AI. Together with clients and partners, we will reflect on change in the marketing landscape. As a global network of innovators, Jellyfish has already embedded these technologies into our proprietary solutions, and successfully tested with clients around the world.”

Commenting on Managing Director for Southern Europe Elias Nuevo continued: “Andrea’s journey at Jellyfish is a testament to his dedication to the digital industry.

“Having been instrumental in steering the growth of Jellyfish in this important market, Andrea knows the importance of creating meaningful connections with clients and prospects, as our team collaborates to ensure a seamless blend of global insights and local expertise around important topics such as privacy.

“His dedication to fostering connections both locally and internationally underscores Jellyfish’s commitment, not only to its own growth but also that of the broader industry.”

The post Jellyfish promotes Andrea Prosperi to Regional Director appeared first on Mobile Marketing Magazine.

In 2023, paid mobile app user acquisition has become increasingly challenging due to various factors. One of the primary reasons is the sheer number of apps available in App Stores, which has made it harder for new apps to stand out and attract users.

In 2023, Google Play dominates the market with a staggering 3.718 million downloadable apps. Its competitor, the Apple App Store, offered 1.803 million iPhone apps in the same year.

As a result, the cost of acquiring users through paid channels has risen significantly, and it has become harder for app marketers to achieve a positive return on investment from paid user acquisition.

Our newest eBook will provide you with the finest strategies, tips, and techniques for making the best out of paid user acquisition campaigns in 2023 based on our extensive experience running paid user acquisition campaigns for partners across the globe.

What’s inside the eBook:

• A clear look at the importance of paid user acquisition and how it changed.
• A systematic approach to today’s paid user acquisition: the paid UA Procework.
• Step-by-step guide on implementing the paid user acquisition Procework.

Who is it for:
This eBook has been crafted with the aim of helping:

• App marketers
• Digital Innovation heads and strategists
• C-level & executives looking to include the app in their growth strategy
• App and game developers looking to improve their mobile app paid campaigns.

Why This Ebook Is Important

For app marketers to start thinking holistically, in a systematic way. We should begin utilizing a systematic strategy that will enable us to identify obstacles and chances.

You will see the importance of implementing our 5-step approach for scaling paid UA, developed through the years with dozens of iterations – and why taking it step by step is important. Every point in this eBook is covered in detail and examples so you can navigate through paid user acquisition campaigns more efficiently.

Moreover, you will go through the 5-step paid UA process, which covers all the necessary steps to succeed in your app growth activities. We prefer to refer to it as Procework since we perceive it as a hybrid of a Process and a Framework.

By now, more than 100 app marketers have downloaded our eBook and are sharing their first impressions, stating that it is a solid foundation for their user acquisition goals.

You can as well:

• Gain insights and examples from 10+ years of expertise.
• Learn a systematic, 5-step approach to navigate your paid campaigns.
• Adapt to the evolving app world with confidence.

What Is the Paid UA Procework?
The Procework, as we have mentioned, is a mix of Process with Framework into one seamless flow. Moreover, our paid UA Procework is divided into 5 stages. For each of the 5 phases, we must ask ourselves a series of questions and complete a set of tasks split by area.

Another interesting fact about the Procework is that it is actionable. We have 5 phases, and for each phase, there are questions and a set of actionable activities.

It is split into vertical phases and horizontal activities, and all the activities are grouped by type: campaigns-related tasks, creatives-related tasks, and activities involving tech/cross area.

It’s worth noting that the last three steps form a continuous process known as the “Optimization Loop.”

Key Highlights Of Our Ebook

• Think holistically: we can’t just rely on paid UA. We must look at app growth in general, where all app marketing activities are linked.
• Use frameworks: they help us understand how different app marketing activities are connected and can impact paid UA.
• Follow processes: they enable us to track progress in different areas and maintain a systemic approach to growth.

Why should you get this eBook?

• Practical steps for each important paid UA phase.
• Learn from REPLUG’s years of experience, examples, and templates.
• Improve your campaign results and strategies.
• Our paid UA Procework is the perfect tool that ensures you leave nothing to chance.

Our team is passionate about helping you succeed in paid UA. Our commitment to innovation and client success drives us to enhance Procework continually.

Step Up Your Game Today
Unlocking the full potential of mobile app paid user acquisition requires a plan and a systematic approach. At REPLUG, we’ve mastered this through our innovative framework.

To shed light on these phases, our new comprehensive eBook provides a deep dive into each segment.

And guess what? Our eBook is more than just an instructional guide. It’s the culmination of our hands-on experience, collaborations, and relentless pursuit to perfect the paid UA approach.

It takes less than 90 seconds to get this ultimate playbook in your inbox! Let’s end this year with more knowledge-sharing.

Download it now by clicking here.

And if you are struggling with your paid UA efforts, don’t hesitate to reach out to us.

The post REPLUG’s 5-Step Ebook to Master Paid User Acquisition: Serving as a Foundation to Success for 100+ App Marketers appeared first on Mobile Marketing Magazine.

The pressure to acquire and retain users is ever-present. As the app industry continues to grow, app marketers often turn to paid user acquisition (UA) strategies to boost their app’s visibility and downloads.

However, navigating paid UA can be tricky, and marketers frequently make common mistakes that hinder their success. In this article, we will explore app marketers’ five common mistakes and how REPLUG’s innovative 5-step process eBook can help them avoid such mistakes.

Mistake 1: Setting Up the MMP Incorrectly

Tracking and attribution have consistently stood out as the crucial components, if not the most vital, in the app promotion. Without effective tracking, evaluating the efficiency of budget allocation becomes challenging, hindering the ability to scale efficiently.

Yet, numerous common marketing errors are tied to tracking and attribution. If you’re contemplating whether Firebase serves as a tracking tool, that marks a significant first misstep. Using Firebase will mess with your ability to track outcomes accurately.

Key Areas of Focus:
Before embarking on any campaign, ensure that your Mobile Measurement Partner (MMP) is appropriately configured concerning attribution windows, that all channels are linked to the MMP, and that the SKAdNetwork is prepared to monitor your primary events.

Mistake 2: Not Optimizing Ad Creatives

Many app marketers underestimate the power of compelling ad creatives in driving user acquisition. In the competitive world of mobile apps, an eye-catching and well-designed ad can make all the difference. When it comes to optimizing your ads, customization is one of the most important aspects: every channel, but also every audience, needs to be addressed with specific creatives.

Key Areas of Focus:
One of the areas REPLUG’s UA eBook covers is optimizing ad creatives to maximize their impact. Through A/B testing and data analysis, marketers can identify the most effective creatives for their target audience, leading to increased click-through rates and, ultimately, more downloads.

Mistake 3: Ignoring Targeting Opportunities

A common misconception post-iOS 14 is the belief that targeting is no longer possible. While privacy concerns and limitations make sending personalized ads to specific individuals harder, it’s crucial to recognize that effective targeting is still achievable with attention to detail.

Another frequent error in paid app marketing is tied to exclusions or limitations. It’s common to come across campaigns that target OS versions or devices incompatible with the app. Are you confident that your Android app is supported by a phone running Lollipop OS?

Key Areas of Focus:
Many advertisers, particularly in paid social channels, rely solely on broad targeting strategies, neglecting the potential of look-a-likes or interest-based targeting. While the efficiency of look-a-like audiences may have declined, there’s still potential for success if approached thoughtfully.

Again, this is where our eBook can help you find the proper retargeting chances for your goals.

Mistake 4: Overlooking App Store Optimization (ASO)

App Store Optimization is a critical aspect of any successful app marketing strategy, yet it’s a mistake that marketers frequently make. A well-optimized app store listing can significantly improve visibility and organic downloads but, most importantly, can boost conversion rates of your acquisition campaigns, hence reducing the final cost of acquisition.

A fundamental principle in our approach to app marketing, especially in paid user acquisition, is the holistic perspective mentioned in our Growth Rocket Model.

Key Areas of Focus:
App marketing extends beyond paid UA alone. It’s essential to recognize the interconnected nature of all aspects of app marketing (ASO, CRM, user onboarding, and more). In our eBook, you can understand the importance of combining paid UA with ASO.

Mistake 5: Looking at the Wrong KPIs
Recognizing the importance of monitoring the right KPIs is evident. Yet, the abundance of available data can sometimes lead to confusion. Common mistakes in paid app marketing may arise from the focus on inappropriate KPIs.

Key Areas of Focus:
Each stage of the funnel requires specific KPIs for oversight. While CPM, CTR, and Install Rate are crucial for evaluating creative performance, many other KPIs exist to bear in mind.

Including quality and financial metrics like LTV and ROI is vital to measuring the profitability of your app marketing campaigns and overall business.

REPLUG’s 5-Step Process to Mastering Paid UA

We should start using a systematic approach that will allow us to identify challenges and opportunities. At REPLUG, we’ve focused most of our projects across different areas on precise processes and made an ultimate 5-step process to master paid UA.

Moreover, we call it Procework—because we see it as a combination of a Process and a Framework.

Our Paid UA Procework is made of five actionable, consecutive phases. It is split into vertical phases and horizontal activities, and all the activities are grouped by type of activity:

• Campaign-related tasks
• Creative-related tasks
• Activities involving tech/cross-area

Want to learn how to scale your paid UA efforts and use our 5-step framework? Download our newest ebook today.

Conclusion

REPLUG’s 5-step process offers a comprehensive and strategic approach to help marketers successfully navigate the challenges of paid UA.

App marketers can strengthen their chances of acquiring quality users and achieving long-term app success by addressing retargeting, creative optimization, tracking, ASO, and continuous iteration.

We are here to help you if you need assistance from app marketing experts. Contact us today and see how we can help you scale app marketing efforts.

The post 5 Common App User Acquisition Mistakes and How to Avoid Them appeared first on Mobile Marketing Magazine.

In the evolving landscape of digital advertising, privacy has taken center stage. Apple’s SKAdNetwork (SKAN) framework is a testament to this shift, presenting new challenges and opportunities for marketers navigating the iOS ecosystem. As experts in data-driven marketing, Kochava Foundry is dedicated to guiding marketers through this new terrain, ensuring you can harness the power of SKAN to drive successful campaigns while respecting user privacy.

SKAN, Apple’s solution for privacy-centric ad attribution, has emerged as a crucial tool for marketers in the post-IDFA era. As a privacy-enhancing technology (PET), SKAN allows for campaign measurement that respects user privacy, offering a path forward in a world where traditional tracking methods are becoming less feasible. Understanding SKAN and integrating it into your marketing strategies is now more important than ever, but can be complicated without the right resources

The Ultimate Marketer’s Guide to SKAdNetwork (SKAN) was created by Kochava to offer a comprehensive overview of SKAN, from its inception to its latest updates. The free guide unpacks the complexities of SKAN, covering how it works, why it matters, and how to leverage it effectively. It takes you under the hood of SKAN, demystifying its mechanisms and showing you how to navigate its intricacies. We’ll dig into some of those answers below.

The question of how SKAN (SKAdNetwork) works is not an easy one to answer. In fact, the complexity of its functionality increases with each new version. However, by deconstructing its intricate processes into comprehensible steps, understanding how SKAN works becomes a little easier. The following flow diagrams will help you establish a robust grasp of SKAN’s operational framework, thereby enhancing your readiness to effectively harness this privacy-enhancing technology.

SKAN diagram 1: Ad Network serving an ad through a user’s first app launch

The left side of the diagram explains view-through attribution, when the user DOES NOT click on an ad. The right side explains click-through attribution, when the user DOES click on an ad.

As you can see, steps 1 and 2 of each flow start off the same – an ad network serves an ad, and the ad is presented in an app or website (starting with SKAN 4). Depending on the user’s action (no click or click), the attribution lookback window drastically changes. With a click, the user has a longer time (up to 30 days) to install the app, while they only have 24 hours if they only view the ad. The intent of a click holds a heavier weight and offers more time for attribution to be awarded.

If the app is installed within the attribution window, the user then has 60 days to launch the app for the app to call its first conversion value update.

Once the user launches the app for the first time, the process that follows is quite different between SKAN 2-3 vs SKAN 4. As such, we will unpack them differently.

SKAN diagram 2: Post app launch on SKAN 2-3
At this point, the app has been downloaded but has yet to be opened. For SKAN versions 2-3, when the user launches the app for the first time, a timer starts (24 hours). The left side flow demonstrates when no conversion takes place (eg, the user opens the app but does not complete any in-app action which results in a conversion value update). The right side shows when an in-app action takes place, triggering a conversion value update call. When this happens, the 24 hour timer restarts and will continue to reset until (A) a lack of user interaction, (B) an end of conversion value range, or (C) a forced stop in the app.

As soon as the second timer expires in either flow (left or right), the privacy threshold is applied and the install validation postback is sent to the ad network. When the ad network receives the postback, it is then forwarded to the advertised app’s mobile measurement partner (MMP) with any necessary campaign metadata mapping appended.

About SKAN timers
Apple uses timers in SKAN to randomize responses to ad networks and advertisers—a mechanism to obfuscate data and prevent re-identification of individual users or devices.

About SKAN privacy thresholds
To protect user privacy, Apple applies minimum privacy thresholds before sending any postbacks.

Additionally, Apple may redact certain values (e.g. source app ID, conversion value) from postbacks that are sent if a certain volume of conversions aren’t reached. The exact privacy thresholds are not publicly known.

About SKAN postbacks
Beginning in SKAN 3, Apple added the ability for influencing ad networks (not just the ad network that won attribution) to receive a postback. This enabled multi-touch attribution insights in SKAN for the first time. Additionally, Apple added the ability for advertisers to receive their own copy of postbacks, as opposed to the ad networks being the sole recipient.

About SKAN campaign metadata mapping
In SKAN versions 2-3, ad networks are confined to the use of campaign ID values (0-99). However, to gain a more detailed view beyond just campaign-level insights, ad groups, ad sets, and other campaign variables can be mapped to the different digits. This approach allows for a more granular understanding of campaign performance. An MMP plays a crucial role in this process by decoding this information across integrated partners, thereby enabling standardized reporting for the advertiser.

SKAN diagram 3: Post-app launch on SKAN 4+
The final diagram illustrates the post-app launch on SKAN version 4+. SKAN 4 brought forth several noteworthy updates for Apple, most notably the inclusion of multiple postbacks across three predetermined conversion windows. This extension offers ad networks and advertisers a substantially longer period to observe user behavior and assess post-installation quality. This stands in contrast to the single conversion postback option provided by SKAN versions 2-3.

Continue learning
SKAN is not an easy topic to digest and it becomes even more difficult when the mechanisms change with each new version. On SKAN 4+ in particular, crowd anonymity in conjunction with the conversion window, impacts several postback data points. These include:

• Source App ID or Source Web Domain
• Source Identifier
• Conversion Value

There are also changes to the privacy thresholds with SKAN 4+. Similar to previous versions, an initial, minimum volume threshold must be reached to receive any postbacks. However, after that initial volume threshold is reached, postbacks will be received, but the granularity of data points included in the postback will be dependent on four tiers of crowd anonymity.

At Kochava Foundry, we believe in empowering marketers with the tools and knowledge they need to thrive in a privacy-first world. That’s why we offer SKAd Consult, a specialized service designed to help you optimize your SKAN setup. Our team of experts will provide you with a deep dive into your current SKAN model, events, and setup, identifying opportunities for optimization.

As the digital advertising landscape continues to evolve, the challenges posed by increasing privacy protections are likely to grow. Finding answers and achieving marketing success in this new environment may seem daunting. However, with the right guidance, these challenges can be transformed into opportunities for growth and innovation.

If you would like to learn more about these changes, gain more in-depth knowledge from The Ultimate Guide to SKAdNetwork (SKAN), free to download here.

The post How Does SKAN Work? appeared first on Mobile Marketing Magazine.

The mobile gaming industry, projected to reach an astounding $286bn in 2023, is more dynamic and competitive than ever. Amidst this fierce competition, AVOW, a global leader in mobile OEM advertising, has unveiled a groundbreaking resource: the Dynamic Preloads Guide, tailored specifically for the mobile gaming vertical.

Why this guide is a milestone
This guide is not just another addition to the plethora of resources available. It’s a manual designed to radically transform the way mobile gaming developers acquire users. This guide is a “paradigm-shifting text” offering invaluable insights and strategies that have already resulted in an average 1000 per cent increase in installs for AVOW’s gaming clients.

Dynamic Preloads: A game-changing strategy

The Dynamic Preloads Guide introduces developers and marketers to a powerful user acquisition tool. With the mobile gaming industry being more lucrative than Hollywood and music streaming combined, traditional user acquisition channels are saturated. This guide offers an effective alternative, enabling developers to leverage the vast reach of mobile OEMs like Xiaomi, OPPO, Vivo, and Transsion.
Colin Wei, Head of Global Ads Business Development for Oppo, realme and OnePlus, emphasizes the power of dynamic preloads, stating: “The best relationships start with great first impressions. With Dynamic Preloads, apps have a chance to make that impression memorable”

Key highlights of the Guide

Optimized for Success: Tailored for the unique challenges in the mobile gaming vertical, the guide provides expert advice on utilizing dynamic preloads to gain a competitive edge.

Advantages of Dynamic Preloads: Learn how dynamic preloads operate on a cost-per-install (CPI) model for flexibility in pricing, paying only for actual installations, along with a host of other benefits

Mobile Gaming and mobile OEMs: The guide delves into how mobile OEMs have become indispensable in the gaming sector.

Interactive, Data-driven Insights: It offers data in an interactive and colorful manner, ripe for revealing insights into our proprietary data, as well as curated data on mobile gamers’ preferences, from game design and in-game ads, to in-app purchases.

In a nutshell
The Dynamic Preloads Guide by AVOW is more than just a resource; it’s a beacon for mobile gaming developers navigating the complex waters of user acquisition. In an era where data drives decisions and visibility is key, this guide offers an unprecedented opportunity for developers to not just compete but excel in the highly competitive mobile gaming industry.

Dive into the Dynamic Preloads Guide to learn more about how AVOW and mobile OEMs are shaping the future of mobile gaming user acquisition.

A continuation of AVOW’s mission
This guide is not just a standalone initiative but a part of AVOW’s larger mission to educate mobile marketers about the potential of mobile OEMs in the marketing mix. It builds on the success of our previous Mobile OEM Guide, released earlier this year.

The post AVOW’s Dynamic Preloads Guide – A game-changer for mobile gaming developers, revolutionizing user acquisition in the mobile gaming industry appeared first on Mobile Marketing Magazine.

As the Global ECD, Wallace will assume responsibility for overseeing content creation across all channels and play a vital role in shaping the company’s strategic direction. Additionally, she will serve as a creative champion for one of Jellyfish’s key global clients, Google.

Her appointment addresses two significant gaps in the market. Firstly, the strategic gap, which exists between large holding companies with non-transparent media practices and smaller specialist firms focusing on tech, content, or media with limited scale and capacity. Jellyfish uniquely combines platform expertise, martech capabilities and creative prowess across markets for progressive brands.

Secondly, the cultural gap, where most content is pretty boring and most routes to market lack transparency. Jellyfish stands apart as an independent and disruptively positive force in the industry.

She said: “I’m thrilled to be joining Jellyfish and partnering with Nick and the team, globally, at such a pivotal moment. Being given the remit to cause ‘good trouble’ in the market and rail against the mainly boring and ineffective content out there makes this the perfect next step for me.”

Nick Emery, CEO of Jellyfish, commented: “Jo is an amazing talent, and it’s testament to our creative reputation that she is joining us. There is a heap of bland, boring content out there that bears no relation to whether it works or not. We work differently, see different connections and start from a different place to create work for progressive clients bored of the status quo.”

The post Jo Wallace joins Jellyfish as Global Executive Creative Director appeared first on Mobile Marketing Magazine.

GumGum’s Mindset Platform unifies its leading high-impact ad creatives with its proprietary AI-powered technologies: Verity, the industry’s only content-level accredited technology, and the Playground xyz Attention Intelligence Platform (AIP). This makes the Mindset Platform the only one-stop-shop for brands to understand the correlation of context and attention for their unique brand needs.

The introduction of the Mindset Index, offered through GumGum’s unified platform, marks a significant milestone for brands seeking to navigate the complexities of consumer attention without relying on invasive personal data. It provides brands with holistic, action-driven insight that identifies which content categories capture the most audience attention. Brands can leverage the Mindset Index across GumGum’s scaled platform, which reaches over 550m consumers monthly.

“The Mindset Platform will fundamentally change how brands advertise going forward. Up until now, contextual and attention insights have remained siloed, leaving it up to the brands to make sense of how to take action off the data. The Mindset Index serves as the brand’s gateway to truly understanding the moments that capture their audience’s attention, campaign-by-campaign, at scale,” said GumGum CEO, Phil Schraeder. “We are already seeing this Index unlock new categories and audiences for brands and help to reshape their campaign messaging and strategies, driving a deeper connection between a brand and its audiences. This is a game-changer for the industry, and we are excited to lead the charge.”

The Mindset Index emerges as an essential tool for brands. This first-of-its-kind metric marries the power of advanced contextual intelligence with the precision of attention measurement to help brands:

• Find new audiences and innovate with a differentiated strategy: Discover untapped audience segments interested in your brand, while respecting consumer privacy and circumventing the need for cookies and personal identifiers
• Pinpoint audience focus and engagement: Learn where your brand message resonates most with audiences across the content they consume
• Elevate creative strategies: Use newfound content category insights to fuel creative strategies and maximise outcome

“GumGum’s Mindset Index is more than just a metric; it’s a conduit for brands to forge deeper, more authentic connections and successful outcomes with their audiences. Earlier this year, Domino’s found that ‘Fitness and  Health’ content drove a considerable amount of attention to their pizza delivery campaign, unlocking a whole new audience segment for Domino’s to target that resulted in upwards of 398 per cent return on ad spend (ROAS),” Schraeder said.

Brands interested in exploring the capabilities of The Mindset Platform and Mindset Index should contact a GumGum representative here.

The post The Mindset Platform by GumGum introduces groundbreaking Index – unlocking actionable insights for brands to better align ads with consumer interests appeared first on Mobile Marketing Magazine.

Nectar360

American Express is the largest global payments network and one of Nectar’s most established partners, having launched their co-branded American Express Nectar Credit Card in 2005.

American Express Cardmembers represent some of the most engaged Nectar users, collecting 14x more points than average. The Nectar coalition includes partners such as Sainsbury’s, Argos, British Airways, eBay, and Esso. American Express Nectar Credit Cardmembers earn points as they spend and are able to supercharge their points when they spend on these Nectar-affiliated brands.

Cardmembers can collect a minimum of three points for every £1 spent when they buy from a Nectar partner using their American Express Nectar Credit Card and linked Nectar card, or two points for every £1 spent on their credit card anywhere that accepts American Express.

New Cardmembers can also claim 20,000 Nectar points when they are accepted for the product and spend £2,000 in the first three months of membership, and 5,000 bonus points when they recommend a friend.

Amir Rasekh, Managing Director, Nectar360, explained: “After 18 years of working together, we’re delighted to continue our journey with American Express, which represents exactly the kind of partner our customers value. Alongside other trusted partners such as Sainsbury’s, Argos, British Airways, eBay and Esso, we are enabling customers to drive value across a huge array of household spend and across many of the UK’s most-loved brands.”

Nikki Edelman, Vice President at American Express, addes: “Since our partnership began in 2005, we have been delighted to drive value for our Cardmembers alongside Nectar360. We continue to find additional value for our customers through the partnership, as they boost their points balance and generate personalised rewards which we know they love.”

Find out more about this exclusive partnership here. (Representative 37.8% APR variable. 18+ subject to approval. T &Cs apply.)

The post Nectar360 and American Express renew longstanding co-branded credit card partnership appeared first on Mobile Marketing Magazine.