Category: Mobile Marketing


You’ve established an engaged user base for your app. Do you ever wish you could just clone these ideal app users—the ones who not only downloaded your app but continually engage over time? Well, there’s good news: You can learn from their mobile usage habits and characteristics in order to refine your future advertising campaigns. Marketers are already sitting on a wealth of valuable information about who uses their app and how they do so; they just have to put it to use for better marketing outcomes. (more…)

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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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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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AppsFlyer has just released their H2 2016 Mobile Performance Index and Liftoff ranks well across the board. The Index ranks the top performing mobile ad networks and demand side platforms (DSPs) like Liftoff. If you market mobile apps, it’s a great guide offering the most comprehensive view on the quality and scale of mobile media sources per platform, vertical and throughout 7 regions across the globe. (more…)

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What Mobile Marketers Need to Know About Zeroing Out IDFA

It’s been well documented that iOS 10 introduces many new privacy features. The one that has sent shockwaves through the mobile marketing and attribution industry is “Limit Ad Tracking” within device settings.

If a user turns on “Limit Ad Tracking” on their iOS 10 device, they effectively zero out the device ID (IDFA). Essentially a user opts-out of ad tracking and their device ID is completely hidden. This means it’s no longer possible to deterministically attribute installs and in-app activity resulting from advertising impressions shown to these users. (more…)

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