Hero image for app-to-web showing mobile web landing page

Why App-to-Web Needs to Be Your Next Mobile Marketing Move

By Brian Hedrick | August 25, 2022

Marketers know that buying ads in-app is an essential tactic to reach consumers, where eMarketer tells us users spend about 9 out of every 10 minutes of their mobile screen-time. This opportunity is only growing. Research and Markets predicts the global in-app advertising market will see a compound annual growth rate (CAGR) of 21% through 2027.

However, many advertisers are still optimizing for events outside of the app ecosystem. Mobile web conversion, spurred by a low-friction environment, remains a highly viable channel for growing an advertiser’s user base and brand.

This leaves advertisers, especially those without an app, with a tricky dilemma: how to reap the benefits of both fast-growing in-app advertising and uncomplicated mobile web conversion. Enter app-to-web.

Image showing user flow from in-app ad to mobile web landing page.

App-to-web is Liftoff’s twist on a simple concept that marketers have used for a long time. Find the right user at the right time from within an app, and then take them to a mobile web browser to complete an action. With app-to-web, advertisers target high-quality in-app traffic using machine learning (ML) optimization to power great performance. The result is an expanded user base, more opportunities to highlight the features and benefits of a product, service, or brand, and maximum mobile web conversions.

By unlocking this new channel, app-to-web drives a fresh influx of users that allow marketers to grow their brand in a meaningful way and simultaneously acquire high-value customers.

Our model then draws on a decade of in-app industry experience and platform advancement to optimize for the mobile web event of your choice. Because mobile web shines by creating quick touchpoints with customers, there are countless actions app-to-web can target to maximize those moments:

  • Capture a new customer registration
  • Offer a free trial for a subscription
  • Share an interactive trailer with a call-to-action
  • Enter a birthdate
  • Offer a quote for a new service
  • Highlight a featured product
  • Subscribe or make a purchase
  • …and more!

App-to-web optimizes for cost-per-click (CPC) and cost-per-action (CPA) to achieve and exceed your performance goals. Early app-to-web adopters at Liftoff have seen the KPIs they care about outpace other demand-side platforms (DSPs) they’ve tested with and fall within the range of their social network partners.

It’s important to note that app-to-web requires some crucial steps prior to setup in order to succeed. Because the conversion tracking funnel is unique to mobile web events, advertisers need to understand how their analytics provider ingests and attributes mobile web event data. Our sales engineering team can consult brands and developers on how to best navigate this setup and stand ready to help with the implementation of the Liftoff conversion pixel and tracking URL setup.

If you’re ready to start optimizing your mobile web events at Liftoff, give app-to-web a try. Contact your account team or get started today to see how app-to-web can grow your brand, expand your user base, and generate more conversions today.