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Mobile Campaign Types

Wherever you go, mobile follows! Since the daily screen time is shifting more and more to mobile devices, advertisers and marketers need to spend their marketing budget for campaigns especially for mobile devices. In the following post we want to give you a general overview about the possibilities there are.

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User Acquisition

User acquisition is an important factor for app marketers and developers. There are are various ways how to advertise an app and to calculate the budget for different campaigns.

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Install Campaigns

Install campaigns are the easiest one to understand: The advertiser pays the publisher for every install generated (Cost Per Install / CPI). In general, the install can be rewarded for the user or non-incentivized. If the advertiser wants the campaign to be incentivized, he can expect the download rates to be very high because the users install the app in order to get a reward. For the publisher, incentivized installs are quite interesting, because they only want to deliver installs and do not care what happens after the install. For marketers, non-incentivized installs are more interesting because a (probably) targeted group of users downloaded the app of their own interest. This means a higher retention rate and so a higher revenue for the developer of the app. So the the difference between rewarded installs and non-incentivized also means the shifting of the risks between marketer and publisher. Rewarded installs means low risk for for publisher but high risk for the advertiser. Non-incent installs means high risk for the publisher, (as it is not clear what percentage of his/her audience will install the advertised app) and low risk for the publisher.

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Action Campaigns

Action campaignsare always rewarded for the user, as there is an objective which has to be fulfilled. The reward could be an extra life for a game or virtual currency for a reward app. This mobile campaign type allows the advertisers to spend budget only, if the use made a specific action in their app, get to know the product a bit better and maybe continues to use it. As with the incentivized install campaigns, there is a risk for the advertiser the audience of the publisher will only take the action to get the reward. But as there is a specific action to be fulfilled and the user gets to know the app better, the retention rate is mostly higher than with standard CPI.

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Mobile Video

Videos are THE ad format to meet the needs of the app developers and the users equally. But what makes them so unique and efficient from both points of view? From a marketing point of view, video as advertisement is very unique because it is so versatile to monetize and to calculate the bid. What advertisers should know first : a study showed, that 71% of mobile game players think that video ads are the preferred way to “pay” for an app. When using video ads, marketers can also choose to reward users or to leave it non-incentivized. What makes it special is the possibility to choose the right bid-type. The three main bid-types are Cost Per Install (CPI), Cost Per Click (CPC) and Cost Per View (CPV). Cost Per Install is used same as in the “Install Campaign”. CPI video ads can be both, rewarded and non-incentivized: the advertisers pay the publisher for installs delivered. The CPC bid-type only rewards the user when he/she interacts with an add and gets directed to a landing of a mobile browser or the page of an app store. As the action of clicking means less work for the user than installing an app, the reward is mostly a bit smaller. But this can also mean, that the user interacting with the video is in general interested in the product. This goes same with the non rewarded video ads. With this mobile campaign type, the publisher carries the risk and the advertiser only pays when a user is interacting with the ad.

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Display Ad Campaigns

Display ads like banners and interstitials are the oldest advertising formats on mobile devices and have their roots in the real life advertising. The bid type is CPM (Cost Per Mille) and non-incentivized for the users. So the advertiser pays the publisher for every 1000 times the ad is displayed in his app or website. The better the targeting is, the higher can the higher will the CPM be.

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Lead Generation Campaigns

To get in contact with an audience and to reach out to users personal devices is very important for brands and companies. To generate these leads there are mainly to campaign types: signup-Campaigns and purchase campaigns.

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Signup Campaigns

Signup campaigns are used to subscribe user to the newsletter of an advertiser or let them create an account on their website. This means the growth of the customer base and turning them into loyal, returning customers. The bid type for this mobile campaign type is Cost Per Lead (CPL) as the publisher gets paid for every subscription or other lead the advertiser chooses. So, like with install campaigns, the publishers carries most of the risk, as he need to generate leads in order to get payed. The campaigns can be rewarded or non-incentivized..

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Purchase Campaigns

Another possible lead is to directly let the user make a purchase on the the side of the publisher. The bid type is Cost Per Order/Cost Per Sale (CPO/CPS). Advertisers can use this campaign type to bring attention to a certain product or to deliver on sales target they have to deliver on. There is also the possibility to reward this campaign type, for example with a discount or special sale. All in all the publishers has the risk as he/she only gets paid when the user makes an actual purchase. For the advertiser this campaign type is interesting because it is very easy to calculate the revenue of this mobile campaign type.

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Brand Marketing

Brand marketing on mobile devices is crucial to achieve brand awareness. As mobile devices dominate our daily life, they are the perfect hotbed to maker your brand famous. Brand marketing on mobile devices is mostly done with the help of display campaigns, like banners, interstitials and mobile video. But also social media is an important factor to generate brand awareness. We mentioned the ad-formats for brand marketing in this article before. These are Banners, Video and Intersitials. As the advertiser wants to to driver awareness for a brand in general and not a product, these ads are mostly non-incentivized. For the advertiser it can be enough if the audience just recognize that the brand isin existence.

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A very interesting field of mobile marketing is retargeting, because its targets user based on previous actions they made on the internet. If a user was on a website, or saw a certain offer before, his device will be marked with the help of a cookie.The advertiser then can show his advertisements to the user on other websites via an ad exchange. Many times retargeting is used when a customer saw a product or app, but did not buy/ installed it. It is mostly combined with a bit less expensive ad formats- like banner ads, to significantly increase the conversions. It has shown that creatives implemented with a Call-to-action (CTA) even more successful converting visitors of a website to customers. With the help of SKWAR you can choose from all different campaign types, to generate users, leads, purchases or even brand awareness.so just go for it !

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