How beelining for the app setup process is the advertiser opportunity marketers are missing

February 21, 2022

By Ben Holding

Sponsored by AdColony

While the first challenge for app developers — and marketers — in the app install game is creating apps that people love and want to use every day, the crucial next step is distribution and creating opportunities for user discovery.

Discovery methods sit in two main buckets — organic and paid user acquisition. The first is generally achieved by being featured in app stores, while the latter presents a broader range of options for reaching new users, including ad networks and on-device advertising, a channel that most UA marketers have until recently underutilized.

“Being on-device gives you the front-row seat to reach that consumer at the most intimate moment — the most opportune time — and get your brand right in front of them on day one,” said Matt Gillis, president of on-device solutions at Digital Turbine.

Many advertisers may not know that it is possible to become a part of the setup process with carriers and be one of the apps installed on those carrier-provided devices. Having a channel to reach consumers from unboxing to daily moments, including a device’s notifications, is a crucial step for all app advertisers.

Why on-device advertising is an important step for brands and advertisers

On-device advertising is essential as an evergreen strategy for growing a user base, but it’s also a powerful way to take advantage of new device launches if done right. 

For example, in the upcoming launch of the Samsung Galaxy S22 line of devices lies an opportunity to tap into the energy of something new and very much anticipated.

“When a flagship device like that is launching, there’s going to be pent-up demand,” said Gillis. “Here’s your opportunity to make sure that your brand is the first thing they see when they turn on that device and to be that user’s app of choice for the lifecycle of their device, which is usually about two years. ”

The longer advertisers wait, the greater the risk of missing out on new users. Trying to reach a consumer a year after they’ve had a new device isn’t ideal — they’ve already created their behaviors and identified their favorite apps.

“Think of it this way,” Gillis continued. “Let’s say you’re AccuWeather — users aren’t going to choose five other weather apps; they’ll choose one. If you’re the first app that lands on the device, then you’ve made it so easy for that person to say, ‘My weather source is now going to be AccuWeather.’ There’s an opportunity to be that first app that people choose and have become a part of their daily ritual.” 

Using the setup process to drive customer acquisition

As publishers and brands approach on-device advertising as a core piece of their customer acquisition journey, there is room for different tactics based on established goals. 

“You can go as big as you want and reach 750 million devices or narrowly focus,” said Gillis. “For instance, a social media network came to us wanting to work on targeting Latin American devices to drive install and engagement in that region. You …read more

Source:: Digiday