dynamic advertising

How Dynamic Advertising Can Reduce App Abandonment Rates

By Morgan Friberg | September 29, 2017

Smartphone users love mobile apps. To them, each little icon opens up a world of opportunities. Maybe your app provides them with the organizational tools to keep their busy lives in check. Or maybe your app promises to connect them to that special someone they’ve been waiting for. Whatever the case may be, the goal is to keep this user engaged in your app.

Unfortunately, this is tougher than it sounds. According to TechCrunch, nearly one in four people abandon mobile apps after only one use! What gives?

Below, Liftoff examines this dilemma and provides solutions to keep your users happy and engaged.

Dissolve Dilemmas with Dynamic Advertising
The first thing you’ll want to do is assess whether the people deserting your app are the users you are intending to reach. Here’s an example: An app user downloads your dating app after seeing it advertised on their favorite gaming app. But within a few hours, they’ve already ditched the app without creating a profile. Is this an example of a bad user? Maybe. But it’s also an example of a poorly placed ad.

Good advertising is no longer about capturing as many eyeballs as possible. Instead, it’s about finding the right eyeballs, so to speak. This is where dynamic advertising comes to the rescue.

Did you know that dynamic ads average a 150- to 400-percent increase in post-install conversion rates? That’s a margin of success you can’t afford to ignore. Here’s how it works:

  • Ads are personalized to your target lookalike user based on behavioral data, geolocation, screen size, OS and demographics.
  • Ads are assembled programmatically, which saves time spent on manual design work.
  • Ads are machine tested, removing the need for repetitive manual A/B testing.
  • Insights are saved, so you know which ads (or portions of ads) are performing best to drive conversions.

Sounds pretty good, right? Even more encouraging is the fact that consumers actually want more personalized ads. This makes a lot of sense when you think about it. Consumers are inundated with marketing messages all day long, the majority of which have little to do with them. In a way, dynamic combines two advertising goals into a single comprehensive model: Personalized ads remedy this situation, while programmatic ads ensure the process is quick and painless for marketers. Thus, the magic of dynamic advertising.

In-App Experience
While dynamic advertising is vital, it isn’t enough to solve in-app issues. If your app is clunky or littered with bugs, it’s likely you’ll still see a high rate of abandonment. Do everything you can to smooth over these flaws. After all, it’s your job to deliver a high-quality app experience to all of your users.

Re-Engagement Campaigns
Just because someone bailed on your app doesn’t necessarily mean they aren’t worth your time. Sometimes it’s worth your while to retarget the user in question.

Try setting up a re-engagement campaign that coaxes the user to re-download or re-open your app, complete their order or finish building their online profile. This can be done through dynamic ads in the form of banners, interstitials, native ads, live previews and more.

So, what are you waiting for? Take advantage of dynamic ads today. Visit Liftoff for more information!