Incrementality: Stop paying for what’s already yours
Mobile Spree speakers debate the impact of incrementality
Incrementality was a popular topic and the focus of Moshi Blum’s talk. Drawing from his first-hand experience as Head of User Acquisition, Moshi identified and explained the fundamentals of Incremental User Acquisition.
On center stage, Moshi shared his journey to discovering incrementality: “Back in 2016, we decided to invest our marketing budget and spread across a specific country, acquiring more than half a million installs.” Feeling that their budget had been spent well, his team doubled down on what they were doing, acquiring more than a million installs over the span of their campaign. However, discrepancies started to appear. Via analysis, the team stumbled onto a significant problem. “We stopped and analyzed the entire picture, and found something remarkable: we didn’t increase the total number of installs.” In fact, the team was just acquiring their organic traffic, cannibalizing their own users.
Moshi has since identified several possible scenarios where high performance can come at a high price, one that app marketers pay with organic growth. Here are three such areas that can come at the cost of cannibalization:
#1 APPLE SEARCH ADS: This is when you run brand campaigns and target branded keywords to promote your app. Don’t break out the champagne if your campaign is successful because users naturally click on the top search results, rather than scroll down. People will click on the first results related to their search terms, so putting an ad on top will ensure people click on the ad — but not because they are influenced by the ad.
#2 VIDEO ADS: Video ads account for the lion’s share of mobile ad spend. But accountability is another matter. “Some video networks are delivering clicks every time the user finishes seeing the ad automatically,” Moshi says. “Of course, in a world where the click indicates interest in the ad’s offer, generating automatic — effectively non-realistic — clicks can create a skewed picture of attribution.
#3 PREINSTALLS: Preinstalls — apps that come with a new device or are offered as an option to download in the initial device settings, create an interesting issue for app marketers. The problem, Moshi explains, is that the app is effectively delivered to users at a very early stage before they can even go to download it from the Google Play store. As a result, there's no clear way to know if the user would have installed it anyway.
A second discussion of incrementality at Mobile Spree San Francisco furthered these points, you can watch it below:
If you’d like to take your incrementality learning further, read the ins and outs of incrementality on our blog, and use this curated list of resources compiled by our friends at Remerge, as starting points.
Don’t waste a creative opportunity: Become native to a platform
Platforms are offering more opportunities to reach users than ever – use them to your advantage!
Tom Bates, Snapchat’s Lead DR Creative Strategist, shared his expert advice on how marketers can optimize their campaigns on the platform. Tom had a couple of critical insights on audio-focused advertising and front-loaded messaging, but his golden rule was to “think native” for each platform.
During his presentation, Tom explained the appeal of Snapchat and the opportunities it offers. “Most of our content — if not all of it — is user choice. This means you can skip or tap through content from a publisher, from an influencer, from your best friend, and from advertisers.” Understanding this is key to creating successful ads on the platform. “To see success, you need to change your approach and be native to the platform. If you just took creative from a news feed or video ad and put it into Snap and didn’t respect the audience and their consumer behavior, your ad wouldn’t perform that well.”
A platform with unique advertising methods should heed this advice, as it gives you the best chance of acquiring users with your paid campaigns. Start simple: learn how users interact with content on a platform, then tailor your creative for optimal results. To learn more, take a look at our breakdown of Tom’s insider tips, where we provide further examples of how to “think native.”
Save time and resources by improving your data integration
Make two ends meet and enrich your data!
Andrew Platt, Director of Data Engineering at Smule, pointed out that most data scientists currently spend 20% of their workday on real data analysis. During his presentation, Andrew shared how integrating data can free up time for data scientists and empower your UA team at the same time. If you’re spending time and resources to learn why two numbers don’t add it, this is probably an integration issue.
Andrew also highlights how to use data integration in ways that are unique to your app. For example, Smule use integrated data (via Adjust callbacks) to troubleshoot streaming issues. To learn more, read our breakdown of Andrew’s presentation here.
SDK spoofing is on the rise: Stay vigilant and learn how to protect your app
No SDK is 100% spoof proof!
Our last global benchmarks revealed that SDK spoofing made up almost a quarter (24%) of all mobile ad fraud in 2018. To fight this, marketers need to understand what they’re up against. This is why Michael Paxman, Product Communications Lead at Adjust, decided to demystify SDK spoofing for last year’s Mobile Spree audience.
With a detailed look at how this method works, Michael outlines the steps marketers need to take to ensure they aren’t vulnerable to SDK spoofing. The essential takeaway is that “you cannot create a theoretically unspoofable SDK. It is impossible.” Understanding this is the first step to stopping spoofers in their tracks: disincentivizing spoofers is a great way to minimize the chance of getting spoofed because even fraudsters rely on positive ROI.
To find out more, watch the full presentation above and read Michael’s article on SDK spoofing.
Build trust with your networks – slowly, but surely
Confidence in your partners won’t happen overnight
When leading an app’s acquisition strategy, you’ll often hear claims about how new partners can impact your KPIs. However, with everyone making the same claim, how can you know who to trust? Our expert panel shared advice on how to build successful, trustworthy partnerships with networks over time.
During the discussion, Samantha Guertin, Growth and UA Manager at Tubi, explained the importance of speaking with account managers — not just sales representatives — before choosing an agency. “You should be shopping for people, not for case studies, metrics or portfolios.” Make sure that you’re talking to Account Managers too: “Salespeople can offer a lot but they’re far removed from the daily job.”
Samantha advises that marketers should be looking for individuals that actively work on your account, rather than seeking a big name or a good track record. This approach is best because, “It’s definitely down to the people working on your account, all the time.”
As a follow-up, Ludia’s Senior Marketing Specialist Rose Agozzino suggested marketers start with a small-spend strategy to learn an agency’s true value over time. “You start on a small spend. You let their actions prove that they’re worthy of your trust. If they can consistently deliver what they’re promising, then you’re going to branch out a little bit more.” The aim, she said, is to “ give them a little more budget to play with, and it builds that relationship.”
For further insights from this panel, watch the discussion above or take a look at our breakdown on the blog.
With a wealth of information on offer, Mobile Spree has something for all marketers, regardless of vertical. To attend this year’s conference — which already has an impressive line-up — taking place in Berlin on June 6, get your ticket today.