Leveraging Multiple Channels for Effective Mobile Advertising: A How-To Guide

Mobile advertising stands as a pivotal element in shaping the future of businesses. With over half the world's population using the internet via mobile phones, it is essential to understand how to effectively leverage multiple channels for mobile advertising. In this guide, we delve deep into the strategies that can help you optimize your mobile advertising efforts.

Choosing the Right Starting Channels

To start a mobile ad campaign, it's important to decide which channels to use. This means understanding where potential users are and what they like. Here, we break down the steps to finding the best starting channels for your campaign.

Know Your Audience

The first step is to know who your audience is. This means finding out their age, where they are from, and what they like. Understanding your audience will help you decide where to place your ads.

Use Data Wisely

Next, you need to use data to make smart choices. This means looking at how much it costs to get new users (UAC), how much money you are making (ROI) and how much return you are getting on your ad spend. Using this data will help you decide where to spend your ad money.

Ask the Right Questions

When choosing channels, you should ask questions like:

1. Who is my target audience?
2. What platforms do they use most?
3. What kind of ads do they respond to?
4. How do different types of games do on different platforms?
5. What are the current trends on the top platforms?

Asking these questions will help you understand where your ads should go.

Learn from Experts

Looking at tips from experts in the field can also help. Learning from others can help you avoid common mistakes and succeed faster.

Tailor Your Approach

Different types of games might do better on different platforms. For example, racing games might do well on Facebook and TikTok with videos that show gameplay and leaderboards. Knowing this can help you make ads that work well for each type of game. Hybrid casual games and hyper-casual games are especially suited for social and in-app advertising.

Look at What Others Are Doing

Finally, looking at what other companies are doing can give you ideas. It can help you understand which countries to focus on and how to set up your ad campaigns. Learning from others can help you come up with new ideas and strategies.

Progressively Iterating on Channels

Once you have an initial channel mix, it is crucial to progressively iterate on these channels based on real-time data and user feedback. Analyze the performance of your campaigns, both manually and programmatically, to understand the nuances and make necessary adjustments.Remember, it's a continuous cycle of learning and optimizing to meet the ever-evolving market dynamics. Stay abreast of the latest trends and be prepared to pivot your strategy based on the learning from ongoing campaigns.

Testing Creatives Across Channels

Creativity is at the heart of mobile advertising. It is vital to test different creatives across various channels to understand what resonates with your audience. Given the diverse range of platforms available, from Connected TV (CTV) to various social media outlets, it becomes crucial to tailor your creatives to suit the specificities of each platform.For instance, while CTV offers excellent opportunities for overlay ads that are more memorable compared to video ad formats, platforms like Reddit allow for a more organic integration of your advertising content into the users' feeds, thus creating a seamless and native advertising experience.

How to Conduct Tests and Implement Results

Conducting tests on your advertising campaigns is not a one-time affair. It involves systematically creating different versions of your campaigns, running them simultaneously to gather data, and then implementing the results to optimize the performance.Focus on developing a detailed testing plan that outlines the different variables you intend to test, the metrics for success, and the timeline for each test. Post-testing, analyze the data meticulously to derive actionable insights and fine-tune your strategies accordingly.

Testing on Self-Attributing Networks v Non-SAN Networks

Understanding and differentiating between self-attributing networks (SANs) and non-SAN networks is vital. While SANs provide detailed insights and control over your advertising campaigns, non-SAN networks offer a broader scope and flexibility.It is advisable to maintain a healthy balance between the two, to not only control your advertising narrative meticulously but also to explore new avenues and reach a broader audience.

How to Find Context-Correct Channels for Your Audience

Lastly, finding context-correct channels for your audience involves a deep understanding of the various platforms and how they align with your audience's preferences and behaviors. Platforms like Pinterest and Reddit cater to niche communities and can be excellent avenues for bottom-funnel conversion campaigns.Moreover, venturing into untapped platforms that cater to localized audiences can also open up new avenues for reaching out to a more targeted user base, thus enhancing the efficacy of your mobile advertising strategy.

Understanding Metrics and Measurement Solutions

A pivotal step in any advertising journey is having a robust understanding of the metrics that define your success. Whether it is through manual methods, aggregation software, or utilizing a mobile measurement partner (MMP), finding the right measurement solution tailored to your budget and size can be a game-changer. It ensures you keep a finger on the pulse of your performance, guiding you to make informed decisions every step of the way.

A New Dawn for User-Level Data

The ATT framework introduced by Apple has reshaped the dynamics of user-level data collection. It has spurred a rush among advertisers to amass first-party data, a goldmine for personalized advertising opportunities. This drive has led to a surge in mergers and acquisitions, with companies aiming to secure fresh first-party data and the ability to run cross-platform campaigns.

Building on a Privacy-Centric Foundation

As we adapt to a world increasingly focused on privacy, advertisers are called to embrace methodologies that maintain data granularity while respecting user privacy. This involves a significant shift from a free-for-all approach to a more measured, privacy-centric landscape, utilizing tools like Data Clean Rooms to negotiate the complex terrain of privacy regulations.

The Transformative Potential of CTV

CTV is emerging as a critical player in the advertising space, offering memorable and high completion rate ad formats. Whether it's leveraging overlay ads for enhanced recall or utilizing CTV for both upper and lower funnel approaches, understanding the nuances of CTV advertising can set you apart in the competitive marketplace.

Channel Diversification: A Strategic Approach

In a world where multichannel marketing is gaining precedence over omnichannel marketing, the focus shifts to curating a diversified advertising channel mix. This involves a careful analysis of various platforms, understanding their audience dynamics, and regional relevancy, ensuring a strategic approach that promises higher value audience engagement and improved retention.

Influencer Marketing: Finding the Right Balance

Influencer marketing, though a potent tool, requires careful navigation to ensure authenticity and effectiveness. It calls for a collaborative approach where influencers are given a creative space, fostering a genuine connection with the audience and steering clear of artificial followers, thereby promising a campaign rooted in authenticity and trust.

App Store Optimization: Leveraging Secondary Features

While core app store optimization remains non-negotiable, leveraging secondary features like preview videos and in-app events can offer a competitive edge. It is about creating a synergy between seasonal campaigns and app store visibility, promising a seamless user experience that begins right from the app store.

Social Media Advertising: Beyond the Mainstream

Stepping beyond the confines of mainstream social media platforms opens up a realm of opportunities. Platforms like Reddit and Pinterest offer a canvas for organic and transparent advertising, where ads resonate with the native content format, promising a more authentic user engagement.

Content Marketing: Nurturing Trust and Loyalty

Content marketing stands as a testimony to the power of value-driven engagement. By focusing on the end-user benefit rather than a hard sell approach, it nurtures a relationship rooted in trust and loyalty, paving the way for a community of engaged and loyal users.

Referral Marketing: Creating a Cycle of Growth

Referral marketing embodies the principle of mutual growth, fostering a cycle where existing users become ambassadors for your app, driven by incentives and rewards. It is about creating a strategy that not only brings in new users but also fosters a sense of community and loyalty, promising sustained growth and success.

Conclusion

In conclusion, leveraging multiple channels effectively is about weaving a narrative that aligns seamlessly with the users' journey from awareness to conversion. It is a continuous journey of learning, adapting, and optimizing to create a strategy that is not just successful but sustainable in the long run.Are you ready to take your mobile advertising strategy to the next level? Book a call with Z2A Digital, a user acquisition agency specializing in long-tail channels, and embark on a journey to revolutionize your mobile advertising strategy.