If you’ve been following the marketing playbook, you should have the infrastructure in place to take advantage of re-targeting, which is targeting users based on where they’ve been or what they’ve done. For example, maybe they played your game last month but you haven’t seen them since. Since they’re not playing your game, your in app ads won’t reach them. But armed with a playerID and a web cookie, you can place ads in front of them when they are surfing the web or checking their email. Those impressions will be more expensive, but far more effective in getting users to come back to the game.
Check out AdRoll for an example.
Apsalar Introduces First Audience Targeting and Retargeting Solution for Mobile Apps
More Than 225 Million Users Targetable by Behavior Across iOS and Android
SAN FRANCISCO – July 18, 2012 – Apsalar, the leading provider of Mobile Engagement Management solutions for app developers and marketers, today announced ApEngage™, a powerful mobile behavioral advertising solution. ApEngage™ combines the full power of Apsalar’s extensive 1st party behavioral data comprising over 100 billion user events, with its proprietary data analysis algorithms and predictive models to generate the high-value audiences that marketers want to reach. By tracking and analyzing more than 225 million user profiles, ApEngage™ gives marketers the ability to reach new app users that match the profile of their most valuable audience and then drive more value out of those users after they’ve downloaded the app.
ApEngage™ is the first open mobile advertising solution of its kind available in the market today. It targets only the right users—those who have an identified affinity with specific types of apps as well as users who have high engagement and purchasing patterns. It provides extensive reach via partnerships with major mobile ad exchanges, so marketers can target users at scale with the right message while those users are in third party apps across the network.
ApEngage™ lets app marketers select from a variety of campaign types. For audience targeting acquisition campaigns, marketers can choose from existing affinity groups based on modeling user segments that enjoy apps similar to or related to theirs (e.g., Strategy/Simulation game players), or various behavioral segments (e.g., highly engaged or purchasing users). For app marketers wishing to do retargeting, available campaign types include: reactivating former high-value users; driving users who abandoned a purchase to complete it; and cross-promoting the marketer’s other apps.
In this current saturated app market, marketers are all struggling with one thing – user engagement. According to Apsalar’s user data, as users continue to download apps, their average per-app usage drops sharply. This means that more and more apps are fighting for a finite slice of consumer mindshare as the mobile engagement battle intensifies. In this environment, focusing on mass downloads is no longer enough. With rising acquisition costs and constrained marketing budgets, mobile app marketers need to focus on: bringing in the right users during the app discovery phase; increasing user engagement after the download; and then remarketing to select high value audience segments to increase app revenues and marketing ROI.
“We are excited to be one of Apsalar’s inaugural partners for ApEngage™ and have a variety of audience segments we wish to test out as part of our user acquisition strategy. As the first true data driven solution that offers the ability to target the right type of high value users for our apps, Apsalar continues to push the envelope for the mobile advertising industry,” says Christophe Bach, Founder & CEO of TextMe.
“We saw a need in the mobile market from our many conversations with customers and we are excited to be able to offer an intelligent solution for better acquisition and monetization of engaged users with the launch of ApEngage™,” says Michael Oiknine, CEO, Apsalar. “We strive to continually innovate in order to better help mobile app marketers find the best, most profitable customers for their apps.”
“The ability to acquire and re-market only to high value users who will actually engage and monetize within our apps can be a real game-changer for the industry. Apsalar’s new targeting solutions should be a big win for app developers like us,” says Riz Virk, CEO of Midverse Studios.
ApEngage™ is available today in private beta with a few, select partners. You can sign up to participate in this beta via the Apsalar website: http://apsalar.com/targeting
Apsalar provides Mobile Engagement Management solutions for mobile apps. Mobile app marketers can acquire, analyze, and re-market to engaged users through audience targeting, behavioral retargeting, and best-in-class analytics in order to take control of the complete user lifecycle and increase customer lifetime value. Founded in 2010 and based in San Francisco, Apsalar is backed by leading venture investors, Thomvest Ventures, Battery Ventures, and DN Capital. Apsalar has won numerous awards, including eWeek’s Top Ten Promising Mobile IT Startups in 2011.
Vanessa Camones and Marie Williams
theMIX agency for Apsalar
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