To be exact, in line with stories, as we speak, there are a mean of 3.4 million apps accessible to obtain out there. Moreover, Android and iOS app income reached a whopping $133 billion, a 19% year-on-year improve.
The first purpose of a profitable app advertising technique is to amass high quality customers, however with the ever-growing variety of apps, the competitors is ﬁerce. Thus, consequently, advertisers distribute their funds amongst numerous channels to maximise their attain.
Though this course of is the norm and appears alright to the untrained eye, it additionally leads to an overlap of viewers.
On this article, we’ll talk about:
- The present fragmented state of advert campaigns
- What’s the viewers overlap?
- Why do app entrepreneurs want an overlap index?
Let’s dive in.
The present state of fragmentation in advert tech
As cell ecosystems have developed, giant platforms have waged a conflict on their customers – every ﬁghting for the final word platform the place the consumer spends time.
Sadly, the advert tech business is affected by fragmentation.
Annually, new instruments and applied sciences rise to harness the facility of cell gadgets with the hope to focus on distinctive customers and enhance conversion charges.
Nonetheless, the advert tech world is crowded and convoluted. The aforementioned picture visualizes the monstrosity of the cell panorama because it exists as we speak.
Getting your app to be seen and have a excessive quantity of high quality downloads is a three0ring circus within the ad-tech maze. Contemplating now that cell promoting is present process dramatic shifts in the way in which adverts are being consumed, app entrepreneurs face a huge problem in buying high quality customers.
What’s fragmentation in advert tech?
With the continued privateness enhancements making it tougher to trace and perceive consumer journeys, advertisers are searching for applied sciences that can make their media-mix methods extra eﬃcient.
Though the approaching demise of cookies performs a significant position, the largest problem confronted by most app advertisers is the issue of fragmentation.
Fragmentation within the advert tech world refers to app entrepreneurs diversifying their advert marketing campaign methods with a myriad of gamers – channels, DSPs, DMPs, and extra.
How does fragmentation aﬀect app entrepreneurs
With the first foreign money, particularly the third-party cookies for focusing on going away, the frequent ID doesn’t exist anymore.
In consequence, it will have profound implications on:
- Media spend being reallocated
- Restricted visibility of information
- Spend a better share of cash to focus on the identical consumer
- Restricted room for straightforward A/B testing
So, how can advertisers decrease the difficulty of fragmentation and maximize their advert attain?
Reply: Overlap index.
What’s overlap index?
Overlap index or viewers overlap, developed by MAAS, is a ﬁrst-of-its-kind expertise to assist advertisers unlock the true worth of their channels and decrease paying an incremental price for duplicate customers.
Because the title suggests, the overlap index aggregates the advertiser’s channels and publishers underneath one roof to:
- Maximize distinctive consumer attain
- Reduce duplicate customers from every channel
- Optimize media combine for higher advertising methods
- Unlock the true potential of the channel(s)
Overlap index helps advertisers get a transparent image of true vs actual consumer attribution for his or her channels to establish the proportion of overlapped customers for max distinctive consumer attain.
How can the overlap index assist the trendy app marketer
For each profitable app launch and advertising marketing campaign, visibility is of utmost significance.
Listed below are 4 the reason why overlap index can rework the way in which app entrepreneurs have a look at consumer acquisition –
Amplify distinctive consumer attain to maximise the eﬀectiveness of advert campaigns
The issue of fragmentation looms over most advertisers and one of many major considerations to maximise the eﬀectiveness of advert campaigns is widening the consumer attain.
With fragmentation, the audience stays stagnant, thus the advertiser targets the identical pool over and over, narrowing the attain.
The overlap index helps clear up this drawback.
The expertise helps advertisers perceive the break-up of their audience for all channels and establish how effectively the channels are performing.
As well as, the overlap index additionally helps advertisers to attenuate the variety of duplicate customers to show their adverts solely to precise customers.
The overlap index additionally ensures that each penny spent on the advert campaigns is utilized to its most. It ensures every greenback spent in direction of buying new customers is invested on a contemporary lead, as a substitute of focusing on the identical consumer throughout diﬀerent channels, in a model of cell spray and pray campaigns.
Establish the true power of a channel to enhance ROI eﬃcacy
Impression duplicity is a signiﬁcant problem for many advertisers.
With an overlap index, advertisers can simply enhance price eﬃciency by focusing on customers primarily based on the eﬀectiveness of channels and the tendency to transform by blocking customers with repetitive adverts.
The overlap index helps advertisers perceive the efficiency of every channel to enhance eﬃciency by focusing on distinctive customers to create a top quality, revenue-generating consumer base with a better LTV.
Granular analytics and reporting for media combine
Advertising methods that carry out effectively and are extremely related depend on analytics and reporting.
For any advert marketing campaign to achieve success, advertisers have to have an understanding of how effectively their channels are performing.
The overlap index breaks down marketing campaign/channel efficiency part by part for advertisers to get a holistic view of their advert spending and impressions.
The central dashboard accessible for advertisers may help them establish pointless prices by avoiding focusing on the identical consumer repeatedly and diversifying their consumer acquisition prices to distinctive customers.
How can app advertisers entry the overlap index
With the issue of fragmentation and advert tech maze excessive, transferring in direction of a uniﬁed aggregation of all provide and demand channels is the best step.
MAAS’s overlap index has a central self-serve dashboard that beneﬁts all advertisers to trace and analyze their campaigns in a single place.
The beneﬁt of going unique with one aggregator not solely reduces operational prices but additionally improves the probabilities of widening their horizon to contemporary, new leads.
Advertisers can establish customers primarily based on their footprint attribution to optimize their media combine for higher marketing campaign methods. The overlap index helps advertisers to empower their campaigns primarily based on three pillars – viewers, creatives, and media with exclusivity.
Not simply that, advertisers may also evaluate their channels primarily based on their efficiency to ﬁne-tune and enhance their spending for a larger ROAS.
This unique characteristic launched by MAAS has the flexibility to rework the way in which advertisers have a look at UA with utmost transparency.
To discover deeper into overlap index and its beneﬁts, e book a demo with our app advertising specialists now and soar on the bandwagon to expertise seamless, clear, and eﬀective app promoting!