Author: Morgan Friberg


Today Liftoff is proud to join the Coalition Against Ad Fraud (CAAF). Led by Adjust, a leading mobile attribution and tracking partner, the coalition is made up of key members of the mobile marketing industry including attribution vendors, ad networks and demand side platforms. Alliance members pledge to protect customers by working together to prevent ad fraud across the mobile industry. (more…)

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Since the summer of 2016 when both Apple and Google offered subscription models on their app stores, there’s been a boost to the health and longevity of the entire App Economy. App market data provider App Annie reports “in-app subscription revenue from non-game apps, particularly within the media streaming, news and dating categories, is rapidly increasing,” and forecasts revenue for non-game apps to reach $33.8 billion in 2021. (more…)

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Approaching mobile app marketing using the motto, “If you build it, they will come” is the quickest route to experiencing underwhelming installation and engagement rates. By the time you’re ready to launch an app, you’ve sunk considerable resources and effort into the process. It behooves app marketers to do everything they can to ensure a healthy return on investment (ROI) so their endeavor is a success right off the bat and for the long haul.

But how? Paid advertising is one popular method. Mobile ad networks for marketing apps and real-time bidding exchanges allow marketers to rack up ad impressions by bidding for real estate on people’s screens. The thought process here is that the more eyeballs you can get on an ad featuring your app, the higher the likelihood users will take the next step and download it. (more…)

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When it comes to marketing an application, the last thing you want to do is spend a lot of time and money attracting users who will install the app once and forget about it; perhaps even uninstalling it a few hours, days or weeks later. After all, your return on investment (ROI) depends on much more than the number of people who have your app on their mobile device. What’s truly important is how people engage with your app after installation. In other words, continued post-install engagement is the true goal—one your mobile app marketing strategy must reflect for sustained success beyond initial installations. (more…)

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The primary goal of mobile app marketing is to acquire users by getting people to notice and install your application. But in the age of “freemium” pricing models, it’s more important than ever to attract the right kind of people. These are the kinds of users who will go beyond their initial installation to spend money within your app. That makes generic, one-size-fits-all ads risky; it’s easy to blow through ad spend when you’re going for consumer quantity over quality. (more…)

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There’s no denying mobile shopping is on the rise and here to stay. As mobile continues to dominate the way humans connect, interact, play games, entertain, stay updated, document and more—it’s also true people shop more on their devices as apps and brands embrace the modern consumer behavior where convenience drives commerce.

In fact, by 2021, Forrester forecasts consumers will spend $152 billion directly on mobile phones, equating to almost 24% of total online sales. Winning in such a highly competitive app category demands app marketers double-down on efforts appeasing their mobile-first, shopping-happy audiences, encouraging deep engagement, and driving the ultimate conversion—post-install purchases. This report equips app marketers to make data-informed decisions, ensuring their mobile shopping apps get the attention they deserve. (more…)

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