the performance marketer's guide to scaling growth with mobile app install ads

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The Performance Marketer’s Guide to Scaling Growth with Mobile App Install Ads


App Install Ads Are Helping Fuel The Mobile Revolution

According to eMarketer, marketers dedicated over $3 billion dollars to mobile app install ads last year in the US alone.

With the increased popularity of mobile app ads among advertisers in verticals ranging from gaming to retail, it’s more important than ever to understand how to use the format to your advantage.


What’s In This Presentation

This guide offers ad spend trend insights, creative inspiration for all types of app ads, and examples of advertisers leveraging the format to drive mobile growth and ROI, at scale and across channels.For both gaming and retail advertisers, this guide features:• Facebook, Instagram, and Twitter mobile app ad

spend trends by format• Examples of compelling ad creative for image,

video, and carousel mobile app ads• Successful strategies from mobile app advertisers

accelerating growth with Nanigans


Mobile App Install Ads for Gaming


Mobile App Install Ads For GamingWith 79% of US smartphone users projected to actively play games on their device by 2020, the growth potential for game advertisers is tremendous. But to profitably scale a game’s user based of engaged (and monetizing) players, advertisers must know how to effectively leverage all the most compelling app install ad variations available.


Mobile App Install Ads For Gaming


Mobile App Install Ads For Gaming – Image Promoting dramatic, action pack-packed game imagery is a smart tactic for catching the attention of potential new users and driven them to download a game.


Mobile App Install Ads For Gaming - ImageIn this Facebook example for Fantasy Chronicles HD, the image features a striking scene of a monster from the game. The fact that the viewer can’t see the entire monster helps inspire curiosity, which may lead to higher install rates.For image app install ads, consider testing eye-catching custom imagery like Fantasy Castle HD’s, along with direct gameplay screenshots or photos of people engaging with the game on their smartphone or tablet.


Mobile App Install Ads For Gaming - VideoVideo ads can be perfectly suited to drive high-value game installs because games often feature exciting and motion-filled visuals. Video are a powerful tool to not only attract attention, but also spur installs through storytelling and giving users a taste of the fun in-game action.


Mobile App Install Ads For Gaming - VideoPlayrix’s Twitter ad for Township leverages video to draw in potential new users by showcasing bright animated sequences pulled directly from within the game. Using in-game footage can be a highly effective strategy for both reducing ad creative production costs and for rapidly scaling the reach and ROI of your campaigns.


Mobile App Install Ads For Gaming - CarouselOn Facebook and Instagram, carousel app install ads can include images, videos, or both, giving game advertisers a large and flexible creative canvas. Multiple scrollable frames present an interesting opportunity to feature progressive levels and a range of characters, or even tell a narrative story from the game.


Mobile App Install Ads For Gaming - CarouselSlots- Pharaoh’s Way takes a creative approach in this Instagram carousel ad by using a continuous background image that extends through all four frames. This technique can encourage users to further engage with your ad, increasing the likelihood of a new install.


Mobile App Install Ads for Retail


Mobile App Install Ads For Retail

Mobile retail sales in the US are projected to soar to $178 billion by 2018, and much of that mobile shopping behavior is happening inside apps. As retail giants and newcomers alike invest in building mobile apps to meet customers where they’re spending more time, a smart app install advertising strategy is critical.

Across Facebook, Instagram and Twitter ecommerce advertisers are dramatically scaling app install campaign using new formats like video and carousel. These options offer an attractive opportunity to creatively present products and services to customers, all with the goal of driving more purchases on mobile.


Mobile App Install Ads For Retail


Mobile App Install Ads For Retail - ImageImages that convey clear value in an interesting visual fashion are often high-performers for mobile app install campaigns. Showing a person using your app or offering a view of the app’s interface can be an effective way to demonstrate its real-world value at a glance.


Mobile App Install Ads For Retail - ImageAnyone seeing this ad for Amazon’s mobile shopping app in their Twitter timeline can immediately understand the benefit of tapping “install”. The imagery of someone receiving a notification on their smartphone with a cup of coffee in the background clearly shows how Amazon’s app introduces the most popular new deals right into your daily routine.


Mobile App Install Ads For Retail - VideoVideo offers ecommerce advertisers a chance to share an engaging overview of a product’s or service’s value, using both visuals and sound.


Mobile App Install Ads For Retail - VideoMTailor’s mobile app install ad on Facebook provides viewers with a quick and easily digestible demonstration of the product, followed by an on-screen call-to-action to download the free app. This is a compelling example of repurposing a video that could easily work well on a website or other digital channel. When scale is the goal, using existing content in new ways can be an easy way to accelerate mobile growth.


Mobile App Install Ads For Retail - CarouselFor retailers, carousel ads on Facebook and Instagram can be the equivalent of a digital catalog featuring the products for purchase inside an app. Carousel ads are especially engaging, since viewers can easily scroll through each progressive frame.


Mobile App Install Ads For Retail - CarouselHere, Poshmark leverages a carousel app install ad on Instagram to promote three hot deals on Nike footwear. The imagery is simple, and the carousel format is perfectly suited to showing a series of related deals from within the app. If the first deal doesn’t compel a potential customer to install Poshmark’s app, there’s still a chance that the second or third one will.


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the performance marketer's guide to scaling growth with mobile app install ads

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