Category: App Performance


Today is a important milestone for Liftoff as we officially launch Dynamic Ads for mobile – highly personalized mobile ads that deliver a huge performance boost to app install and mobile retargeting campaigns.

While much of mobile advertising has gone programmatic – the bidding, buying and targeting – designing and testing ad creative as a whole remains untouched by programmatic technology. For mobile marketers, designing ads remains a laborious, resource intensive process, far outside the purview of programmatic or any form of technology automation, and often producing mixed results. (more…)

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Admit it. ASO is boring! And every app marketer worth their salt knows the basics of optimization to get their app discovered in the app stores. You have your favorite ASO tool to monitor your app’s keywords and your competitors’ and rank them for competitiveness and search volume. You stuffed in a few keywords that you hope will take some traffic from your competitors. You even did some link-building campaigns to increase traffic to your app’s Google Play page.

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With app marketing, the best way to go forward is to start by working backwards.

Today’s app market is incredibly crowded. There are an overwhelming amount of options in every category, and building a great product is no longer enough to attract and retain users. At the same time, the stakes (and opportunities) have never been higher.

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Pop quiz! Name a major travel site or hotel chain that does not have its own mobile app in both of the major app stores. If you’re struggling, it’s because the travel industry already recognized that mobile devices and travelers are a match made in heaven, and has gone mobile fast. 2015 is shaping up to be a banner year for travel apps; travel-focused research firm PhoCusWright estimates mobile will account for one quarter of all US online travel sales this year, driving over $40 billion dollars in revenue, with much of that revenue coming in the peak travel booking season between July and August.

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Apple Pay LogoLast week I read a story on AppleInsider.com that ApplePay now accounts for 30% of all in-app purchases made in the Staples app, making it their number one in-app payment method on iOS. While so much of the focus on ApplePay is around the potential for it to revolutionize in-store purchases, for app publishers the news coming from Staples is the real story. ApplePay has the potential to dramatically reduce the friction involved in making purchases on mobile.

As anyone who has ever made a purchase on their phone knows – either via an app or a mobile website – the experience remains fundamentally flawed. I’m not talking about making an in-app purchase via iTunes or Google Play. Though this still requires entering a password for any non-iPhone 6 users, entering a password to make a purchase isn’t too painful of an experience. (more…)

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