Digital Turbine, AdColony, and Fyber have partnered up to give you the latest news, trends, and developments in the mobile world. This week, Digital Turbine touches on AppsFlyer’s new conversion tool, AdColony shares how smaller brands are diversifying media spends, and Fyber spotlights casino games emerging as the second-highest revenue-generating genre. Check out Mobile Monday for this week’s top mobile stories!
I Second That Conversion
With traditional campaign metrics heading out the window, smart advertisers (and their data scientists pals) have been trying to figure out the best way to track value in their advertising campaigns. Well, help could be on the way. AppsFlyer launched a tool called Conversion Studio that promises to help advertisers “take back control” over post-install measurement and provide stronger insight into the lifetime value of users.
While I have not yet used the tool, it’s a welcome sight to see the industry embracing a whole new wave of metrics aimed at helping people evaluate the totality of their ad spend. With apples-to-apples comparisons few and far between (for example comparing metrics of on-device solutions to social ads doesn’t work), it requires smarter analytics to make smart campaign decisions.
How Smaller Brands Can Optimize Spend with Contextual Advertising
Several months have passed since Apple started enforcing its iOS14 privacy policies and we are still seeing its ripple effects. Small businesses and newly launched brands have faced the difficulty of targeting in this era and have shifted spend from paid social media ads. Instead, they are diversifying media spend to acquire customers and build brand awareness. Some brands shared their woes with Digiday and indicated that Facebook and Instagram are no longer their primary marketing channels. With less data from these apps, the companies have relied on newsletters, in-house digital content platforms, influencers, brand partnerships and other organic strategies to build brand recognition and re-target online buyers.
Apple has heavily marketed itself as a privacy-focused brand which means we could see more privacy crackdowns in the future. Advertisers will need to broaden their target audience and find alternatives to paid social media. To offset the limitations of targeting without IDFA, brands should look for advertising partners that offer contextual targeting, This means that ads are shown if they are relevant to the content the mobile user is consuming. Brands no longer have to rely on paid social media to reach their target audience. They can partner with ad networks with contextual targeting capabilities to reach consumers through apps in various categories while optimizing spend.
Bets are on! Casino hits the jackpot
Casino emerged as the second-highest revenue-generating genre in the App Store and Google Play in the US. As casinos shut down worldwide due to the pandemic, casino games on our devices took on a rising spin. Between September 2020 and August 2021, mobile casino game player spending has grown 16% to a jackpot of $4.8 billion. According to Sensor Tower, Moon Active’s Coin Master is the game that has raked in the highest player spending with $651 million, as well as the title of the most downloaded casino game. Runner-up goes to Playtika’s Bingo Blitz, followed by their Slots title Slotomania.
The casino genre has its fair share of subcategories. When looking at the revenues each one pulled in, slots brought in the highest overall revenue, generating $3.3 billion in player spending, while bingo was the fastest-growing by revenue and with player spending rising to 30.7%. With the Puzzle genre just sitting behind Casino, we may see some big-league puzzle publishers take a swing into the casino category, and Casino publishers continue to innovate in order to maintain their growth.
About Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?
About Digital Turbine
Digital Turbine is the leading independent mobile growth platform and levels up the landscape for advertisers, publishers, carriers, and OEMs. By integrating a full ad stack with proprietary technology built into devices by wireless operators and OEMs, Digital Turbine supercharges advertising and monetization. Looking to supercharge your mobile advertising? Check out their blog to start!
AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!