Introduction:
Full-screen commercials appear to be more accepted by consumers than even five years ago. CTV has conditioned us to wait through full-screen advertising even in an on-demand, nonlinear TV world, and we can thank it for that.
It was expected that user acquisition (UA) marketers would see a decline in revenue, so they modified their budgets appropriately. Advertisers are concerned about the cost of each install and want to pay the lowest CPI feasible, even if it means trying to reach the right audience at scale.
Advertisers must be more forthcoming with their post-install data if ad networks are to optimize for performance metrics like retention, IAP, and LTV. Finding the best supply sources for a particular advertiser is easier when we have the proper user and ROAS data in our system. They’re merging teams to handle numerous titles simultaneously, rather than having a whole section dedicated to a single title.
During the first three months of the year, ad-tech businesses prefer to discover trends, analyze consumer mood and behavior, and evaluate both advertiser and publisher demand for various media, campaigns, and ad units, all at once.
They’re on the lookout for information that will help them make strategic and tactical decisions for the remainder of the year. Time spent with media (huge increase!) and ad spend (consumer lockdown Equals financial lockdown) are examples that can’t be relied on in surveys taken before March, when lockdowns began. Some things haven’t changed, and I don’t expect them to any time soon, no matter how much we speak about “the new normal.”
Observations from an insider’s perspective during the last year and into the future are summarized here.
Apps For Mobile Devices Are Still A Big Moneymaker
Consumers are eager to spend money on applications despite the current state of the economy, which brings us back to the subject of consumer behavior.
Because of this, they had lowered their budgets but quickly realized it wasn’t going to work out. During the previous several months, we’ve seen the same amount of investment, and certain games have even experienced an increase in spending.
Budgets Continue To Be Sucked Up By Video.
On average, video is responsible for 42% of all campaign spending. Even though some mobile app publishers assign part of the revenue to in-feed and social video, the great bulk goes to full screen.
Half-page or display advertisements can’t compete with full-screen ads when it comes to user engagement. Customer testing in soft launches with any vendor results: full-screen is preferable.
Full-screen commercials appear to be more accepted by consumers than even five years ago. CTV has conditioned us to wait through full-screen advertising even in an on-demand, nonlinear TV world, and we can thank it for that.
In mobile apps, the same is true. You know a full-screen commercial is coming when you’ve completed a level in a video game. That commercial is interactive in many circumstances when most CTV advertisements are not.
Post-Install Mobile Apps
Advertisers must be more forthcoming with their post-install data if ad networks are to optimize for performance metrics like retention, IAP, and LTV.
Ad networks need this information to succeed. Therefore they may be apprehensive about releasing it at times. Finding the best supply sources for a particular advertiser is easier when we have the proper user and ROAS data in our system. Team members who work on installing mobile applications are getting increasingly proficient.
There are fewer clubs with a roster of 10 or more now than a few years ago when the UA was expanding rapidly. Consolidation of teams in organizations is to blame, according to my observations. They’re merging teams to handle numerous titles simultaneously, rather than having a whole section dedicated to a single title.
And they must be efficient: UA staff localize and optimize campaigns five times per week on average for seven languages. It’s crucial to keep in mind that constant optimization might backfire, making it more challenging to grow.