Branding in mobile: Why it works
Traditional branding in mobile marketing works, says Adam Foroughi, CEO of the AppLovin advertising network.
This statement is especially true for the mobile gaming industry. The acquisition of users is very expensive, the visibility of new games is low. Branding partly helps to solve these problems. The main thing is effective targeting, Forouji believes. Here you need to try to move away from stereotypes and look for users outside your main territory.
Branded advertising of online banking, for example, is most profitable to place in puzzles and word puzzles.
Another example, already with numbers. If you advertise your game in a photo creation application, and not in a competitor’s game, then users who come to the game will spend 64% more than usual. At the same time, their acquisition will cost 10% more expensive, but the profit will more than cover the costs in this case.
The key point in branding the game at the same time is accurate data. Forouji suggests sharing information about your own sales figures with an advertising partner in order to use it as effectively as possible.
“We have one client – a large e-commerce company. She shared her user data with us – and as a result, within a month and a half, she achieved that the payback of her advertising expenses increased by 250%. All this is because we have
the necessary information, due to which we were able to optimize user engagement,” Forouji shared.
