Maximizing return on ad spend is the goal for any advertiser. It seems like a simple concept, but in the current marketing landscape, consumer behavior has changed dramatically. How an advertiser engages with their target audience has evolved and the campaign metrics they use measure and optimize for success aren’t always the same for everyone.
In an in-depth webinar with Adjust, Vungle’s global head of performance optimization, Maurice Tasker, explained how advertisers can use their own consumer data to establish a scalable mobile customer acquisition framework and increase the return on investment for in-app video marketing campaigns.
Here are five key takeaways from the webinar:
- Understand the lifetime value of your consumer segments
It’s essential to determine the value of each user and bucket them accordingly. Whether it’s based on the amount they spend or the level of engagement they have with your brand, understanding what each audience segment is worth to you will serve as the basis for how you can begin to gauge the amount you’re willing to spend to engage them.
- Identify KPIs for your monetization and performance strategy
It’s important to understand the metrics that pertain to your specific business goals. Are you looking to drive ad revenue or in-app purchases? How about session length and retention? The list goes on and may not be the same for everyone. But by defining your KPIs, you’ll know how to optimize your campaigns for your desired result. Keep in mind that KPIs can change over time and should be evaluated on a regular basis.
- Don’t neglect creative optimization
Most developers miss the opportunity to use post-install data to improve the advertising experience for their audience. You must have a captivating advertising experience to attract and retain valuable consumers, and data can help you make your creatives much more engaging.
- Utilize view-through attribution
View-through attribution can allow you to more accurately credit which advertising partners generated an install or engagement. Typically, it’s based on the last ad a person clicked. But in practice, people who see an ad don’t always immediately act on it. Sometimes they can come back later. However, the fact remains that they were influenced by the ad and had they not seen it, they might never have followed through. View-through attribution can help you better identify these types of consumer engagements and, in turn, your best performing ad partners. But you should utilize this method with care as not every ad partner uses it in the same way.
- Recognize that fraud can be damaging to your ROI
Click stuffing, click injection, click-on-view and false install generation are types of fraud that can create a lot of frustrating back-and-forth paperwork and strained relationships. Attribution platforms, like Adjust’s fraud prevention suite, can cut fraud off at the source and allows Vungle to deny access to fraudulent publishers. This method could potentially obliterate fraud because nothing would slip through the cracks.
That’s just a few insights. Watch the entire webinar all the details. Or, you get in touch with us if you’re ready to to start advertising or monetizing with Vungle.