Helene Trompeter got her start at Digital Advertising in Atlanta nine years ago.
Helene’s passion for digital shines in her current role as the head of U.S. media at The Weather Company, an IBM Business. She leads paid and organic media promoting the company’s profile of mobile apps and websites, which includes supporting The Weather Channel, Weather Underground and Storm Radar. She’s happy to share her best advice as an app marketer below.
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One of Liftoff’s strengths lies with our ad creative team who tirelessly A/B test and optimize ad creatives – all sizes and formats – to improve performance of our mobile app install campaigns. Whether it’s a simple copy or CTA test, testing artwork or new ad formats, the team has amassed countless performance gains for all of our clients.
Testing at Liftoff, however, goes beyond ad creative tests. A/B testing is also a part of the culture on the marketing team at Liftoff, demonstrating time and time again that gut instincts are often wrong. “I don’t know, let’s test it,” is a common phrase around here. (more…)
Applying an A/B testing framework is perhaps one of the most frequently discussed items by marketing teams internally. With a seemingly infinite number of combinations of ad copy, creative, and landing pages in the mix, it becomes critical to have a disciplined approach to testing creative using the A/B testing methodology. Here are a few things I learned having tested creatives on paid search, display, app push, and several other channels at scale.
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