MoAds Media’s DSP brings real differentiators that make it a must-try for leading advertisers. Thanks to our on-device platform, we remove many of the barriers and inefficiencies other DSPs have. The insights open new doors of opportunity that others can’t reach. This leads to performance and growth improvements across the board for all our customers.

Here are 3 different and better things that our DSP can do that your DSP can’t:

1. Unique Audience Access – There is an inside advantage of being on-device and we use that to benefit our customers. While other DSPs “hunt” for audiences to see what works, our on-device tech already knows where to start by using our proprietary data. By using these insights we can give you unique audience sets that you won’t capture anywhere else. 
2. The SingleTap Boost – Friction in the app install process can hamper any super creative campaign. But as the only DSP offering our patented SingleTap technology, users can bypass that friction (they don’t even have to go to the app store!) and have the app installed in the background with one touch! This result is a 3-5x improvement in conversion rates. Is that something you might like?
3. True ROI and Scale – What all this brings is true efficiency in your campaigns. No more cold starts! Your campaigns will hit the ground running and help you achieve the scale you are looking for in weeks instead of months. 

The post Can Your DSP Do That? appeared first on MoAds Media.

In Part 1 of our series, I described three Discovery Dimensions that can affect how fast “outside the app” discovery can occur: Brand recognition, Icon, and Leisure-tem appeal.

In Part 2, we revealed a metric called Days to 25 that measures how many days it takes for 25% of an app’s preinstalled volume to be opened and used. An app’s Days to 25 measure is the equivalent of a vehicle’s 0-60 time – while all apps get discovered (just like all cars will eventually get to 60 mph), some are discovered faster. 

And finally, in Part 3, we talked about the 4 different cohorts of the Days to 25 metric: 1) Fast Discovered (7 or less), 2) 30 or less, 3) 60 or less, and 4) More than 60. The cohort “speed” is based on how app categories rank in the 3 Discovery Dimensions. 

So now the big question is: What should you do with this information? The short answer is to learn to be patient with your discovery campaigns. If your app category doesn’t rank among the “Fast Discovered”, that simply means you’ll want to give your campaign time to run its course. Once your app has hit it’s Days to 25 metric, evaluate again if you felt initial results were lagging. 

Traditional performance campaigns focus on finding that moment of “intent” and sending the right message at the right time. App discovery is more organic, or natural, where it has your app ready and waiting and reminding until that time of “intent” comes. That makes the time to return on investment longer, but it’s more efficient in delivering long term results.

Here are 3 things you want to keep in mind when planning your campaigns: 

1. Understand Your Investment. How much are you investing in app discovery? While other methods might give you quality air cover, app discovery is the ground game that will get your app into the user end zone consistently. Understanding how app discovery works and the Days to 25 network is critical to understanding the right among to invest.

2. Compare Apples to Apples. Comparing your campaign to other more traditional forms of advertising won’t be a true barometer – but the Days to 25 metric is a good indicator of when you can start seeing conversions pick up. Outside the app moments tend to be more “organic” than traditional advertising because you are waiting on consumer desire rather than them acting on a prompt. The end result, however, is a customer who has strong intent to be a user of your app and give you high LTV.

3. Be Complimentary. On-device app discovery happens in more ways than just preloads. You can boost your conversion rates higher by using other methods – like notifications that strategically recommend apps to the user or display ads that are targeted and capture the user at the point of intent. Getting to conversion means focusing on all parts of the funnel, and app discovery is no different. There are many ways to get your app in front of users.

In part 1 of our series, we asked “What prompts an app install?”. The truth is, there isn’t one finite answer. With so much noise out there consumers will often opt to wait til they have a bigger need to install an app. You can only do so much to try and get their attention until that moment comes – but when it does come, you want to make sure they remember where you are and know how to find you. 

If you need help determining if an app discovery campaign would help boost your growth, reply to me and I’ll help you figure out what the expectations for your campaign should be. 

The post Anatomy of App Discovery Part 4: Rethinking Your App Discovery Investment appeared first on MoAds Media.

Every one of these apps made Comscore’s latest rankings of top 15 apps (across iOS and Android) in terms of monthly reach. 

The second thing? They all are preloaded on smartphones in the US.

These two things go hand in hand. To be a top app, you need two things – to be on a lot of phones and be used often. So one of the reasons these apps are able to climb to the top of the charts is because it’s literally On-Device waiting to be discovered by users when they want it. 

It’s the Device, Dummy

A prime example of this is Apple News. It appears on this list even though it’s available to less than half of all smartphones in the US (47%). But Apple dutifully puts it’s New app on every phone they make and that’s why their good, but not great, News app sits there among other app giants like Facebook, Amazon, and Google. Not bad for a company typically known for devices.

Another example is at 15th on the list sits Spotify. Since it’s preload agreement with Samsung, users for Spotify have nearly doubled to 155 million while Pandora users have decreased by 23% to 58 million in the same time frame.

While Apple News and Spotify undoubtedly have some great features – would you really consider them head and shoulders better than other apps of their genre? Which is why the power of the preload driving them to the top of Comscore’s list cannot be ignored. 

By being on-device, the friction involved in downloading an app from the app store is removed- and leaves an app conveniently waiting to be used when the user is ready. And considering we open our phones half the time without an app in mind, just being there is half the battle for consumer attention.

And that might just be enough to make your app a top app.

The post The Power of The Preload appeared first on MoAds Media.

In Part 1 of our series, I described three Discovery Dimensions that can affect how fast “outside the app” discovery can occur:

1. If the user is familiar with or curious about your Brand.
2. If your app Icon is eye catching.
3. If your app has Leisure-time appeal.

In Part 2, we revealed a metric called Days to 25 that measures how many days it takes for 25% of an app’s preinstalled volume to be opened and used. An app’s Days to 25 measure is the equivalent of a vehicle’s 0–60 time — while all apps get discovered (just like all cars will eventually get to 60 mph), some are discovered faster.

We also revealed that the “Fast Discovered” app categories (or those with a Days to 25 of less than 7) include Social, Media & VDO, and Music & Audio. These apps rank high across all Discovery Dimensions — they have a well-known Brand, an appealing icon, and high leisure-time appeal.

Beyond Fast Discovered, we break down the Days to 25 metric into 3 other cohorts: 30 or less, 60 or less, and More than 60. The 3 Discovery Dimensions listed above are what drive an app’s speed of discovery. A key thing to always keep in mind about “outside the app” discovery is even if an app is not opened or used in the first 7 days, the app icon serves as an ever-present brand-reinforcing reminder.

All that said, here’s a look at the other Days to 25 cohorts and the app categories that fall within each.

30 Days or less: “I’m ready to have some fun”
Discovery Dimension Rank: Mid Brand, High Icon, High Leisure-time

Gaming apps have a fast discovery window that hits right after 7 days. Gamers are always on the lookout for something new to fill their leisure time — which means an interesting looking game icon already on their phone is bound to be opened as soon as time allows. All genres of games fall in this level, but sim, puzzle, and casual games are slightly faster than others.

Another app category with high leisure time appeal are Communication apps — like WhatsApp or WeChat. Phones were at least initially intended to be communication devices, so it’s not surprising that these also will be used quickly by consumers.

60 Days or less: I have some time and I’m curious
Discovery Dimension Rank: High Brand, Mid Icon, Mid Leisure-time

Apps that fall into this window also can appeal to leisure-time, but also are meant to fulfill a specific desire or “itch” the user has. Categories that fall into this level are Shopping (Wish or Amazon) and News & Magazine (ESPN or CNN) apps. Once someone has the time to buy a certain product or read a topic they’ve been thinking about, they’ll open and use the app.

Other categories that have lower leisure time appeal but still fall into this level are Finance — like your bank or Venmo or Transportation — like Uber or Lyft. Typically these will be opened when someone has a need — and apparently consumers have a need for money or a taxi faster than they have a need for the products/services offered in the below categories.

60+ Days: I have a specific need
Discovery Dimension Rank: Mid Brand, Mid Icon, Low Leisure-time

The primary reason that these apps are slower to be opened and used by consumers is they have low leisure time appeal and fill a very specific, context-dependent need. For example, people don’t necessarily need a LifeStyle app, like Match or Fitbit, unless they start dating or working out respectively. Similarly, a Travel app (Kayak or Hopper) won’t be opened until someone wants to book a vacation.

A benefit for apps that have specific needs being on-device, even if it is for 60+ days, is that there is the increase in unaided brand awareness of people seeing your solution many times per day on their phone. It serves as a mobile billboard building brand equity and is quickly recalled when that specific need arises.

Understanding where your app falls in these windows is critical to evaluating the effectiveness of campaigns. In the final part of this series, we’ll discuss what people should do with this information and how they can use it to evaluate and optimize their user acquisition.

The post Anatomy of App Discovery Part 3: All App Categories “Days to 25” Metric, Ranked appeared first on MoAds Media.

Key takeaways:

• While all apps eventually get discovered, some apps get discovered faster
• We measure speed to discovery by how many days it takes to get to a 25% conversion rate (Days to 25)
• “Fast Discovered” app categories have a 7 Days to 25 window and include Social, Media & VDO, and Music & Audio apps.

In Part 1 of our series, we learned that there are three dimensions that can affect how fast “outside the app” discovery can occur:

1. If the user has heard of your Brand.
2. If your app Icon is eye catching.
3. If your app has Leisure-time appeal.

Keep in mind that eventually, ALL apps will get discovered — some just take longer than others. For our purposes, we are measuring speed similar to how you might measure a car’s acceleration. While all cars will eventually go from 0–60 mph, some cars get there faster than others. When it comes to apps, we are measuring how long (in days) it takes to get to a 25% conversion rate (Days to 25). A conversion is a preloaded app that gets opened and used.

Top tier performing apps have Days to 25 rates that are 7 days or less. These “fast discovered” apps check the box in at least 2, if not all 3, of the dimensions above.

Social apps, like Facebook or TikTok, have quickly recognizable icons through prior use or word of mouth reviews and appeal to our “lean-back” moments when we’re looking for something fun to occupy us. New phone owners that want apps they know they will use right out of the gate. Social apps where they can start connecting (and, hey — brag about their new phone) are HIGHLY desired.

Other categories that fit in the 7 Days to 25 window are Media & VDO apps (like Hulu or Netflix) and Music & Audio (like Spotify or Pandora). In many cases, these apps are very well known brands and have a very high leisure-time appeal. After all, our smartphones are also our new-age radios and televisions!

Just because an app has a longer Days to 25 metric doesn’t mean it won’t thrive via app discovery UA. Oftentimes, users need a specific prompt, event or circumstance to spark the need to open up and use the app. Meanwhile, the app icon sits on the phone as an ever-present reminder. And once the day comes that they have the need to travel, order food, play a game, or read a news article, the app is right there waiting for them.

How many Days to 25 does it take for these other categories? Find out in part 3 of our series coming soon!

The post Anatomy of App Discovery Part 2: The Days to 25 Metric and “Fast Discovered” Apps appeared first on MoAds Media.

What prompts an app install? This is the golden question for app marketers. Most of our advertising intends to grab consumer attention away from activities where they are currently engaged. The goal is for our ads to get the user to lean in during a “lean-back moment” in their  current activity – at the end of a story’s paragraph, in-between game levels, or somewhere within their social feed.

What this doesn’t take into account is how phone usage has changed. A whopping 49% of the time we pick up our phones with no first app in mind. Much of today’s use comes outside our favorite apps and has become a lean-back activity in itself, like when we flip through screens to find what’s next.     

These behavioral changes have made the opportunity for discovery much richer. Now there are solutions that can target consumers in both lean-in and lean-back activities that occur on-device, but outside an app.

For example:

• During Device Set-up – Setup wizards that display recommended apps target discovery when consumers are “Leaning In” to configure their new device.  New devices create new installs (3x more than usual in the first quarter of ownership) making a new phone purchase an ideal moment to capture consumer attention. 
• Scrolling Between Apps – Device preloads target discovery when consumers are “Leaning back” and looking for their next thing to do.  A considerable amount of time is spent thumbing through your phone looking for what’s next. Getting your app on-device via a preload can generate brand impressions and build curiosity until the consumer has the ideal moment to engage. 
• Organizing Their Device – Smart folders target discovery when consumers are “Leaning In” to picking their next game to play.  As app clutter grows on phones, people seek ways to group apps into different categories so they are easy to find. Many Android phones now offer a Smart Games Folder where the device will help organize their games in one convenient place – and then recommend new games within the folder to the user.

With app installs becoming less frequent the longer we own a smartphone – people with 10 years of smartphone ownership install 40% fewer apps than someone with under 2 years – it’s critical for app marketers to recognize these outside the app activities to capture attention. These solutions put apps on-device waiting for users to have a specific desire  – like an itch for something new or an immediate need. 

When will they have that desire? That depends on certain dimensions:

1. Brand – Have they heard of your brand? A user will likely be quicker to jump into your app if they’ve heard a lot of buzz about it or have friends who use it.
2. Icon Appeal – Is your app icon eye catching? Does your icon look like something the user would like? If a user sees your app and it’s in their wheelhouse, they’ll be more likely to jump in sooner rather than later.
3. Leisure Time Use – How do people use your app? If your app is used more for “lean-back” moments (gaming or social), people might engage quicker than if it serves a specific need or purpose (travel or finance).

Different apps can rank differently on these dimensions, which means time to discovery can vary from app to app. In part 2 of this series, we’ll take a look at how and why different categories will have different discovery velocities and find out which categories will be discovered the fastest.

The post Anatomy of App Discovery Part 1: The Evolution of “Lean-Back” Discovery appeared first on MoAds Media.

• The recent changes to iOS 14 means advertisers should act urgently to maintain user acquisition and stay ahead of competition
• A joint solution from MoAds Media and Branch can improve your conversion rate by 10x or more
• Journeys + SingleTap is easy to implement and removes friction end to end on the UA funnel
• This one solution can help convert mobile web users to apps at exponentially high rates and be up to 50% of total UA

For advertisers looking to make up for an expected shortfall in user acquisition due to iOS uncertainty, there’s a solution that can help. A joint solution that combines Branch’s Journeys with MoAds Media’s SingleTap optimizes every part of your mobile funnel to convert users at rates 10x higher than industry averages. What’s more – it’s super easy to use. We’ve seen advertisers drive up to 50% of their UA – which is why advertisers should act urgently to try this unique solution.

Why Now?

The recent changes to iOS 14 that prioritizes user privacy will impact advertisers and have many looking for new ways to spend their budgets. With effective Cost per Install (or eCPI) on iPhones increasing, other “safer” mediums, like Android, will be explored. But due to the immediacy of the moment, optimizing those campaigns will be of great importance. Journeys + SingleTap is an Android solution that can bring about immediate, high impact value to your user acquisition campaigns.

How It Helps

User friction is a common thorn when it comes to UA. As solutions emerge and evolve, the most successful ones have always made it easier for the user to see, click, or get what they want. Journeys + SingleTap is an easy to use solution that does all 3 – proven to improve view to click, click to install, and conversion rates exponentially.

Every Journey Begins with a Single Step

Journeys makes that first step super enticing for the user. By using contextual algorithms, the solution uses certain triggers (like if they’ve visited the app and what they’ve seen prior) to create smart, personalized banners that provide a quick and seamless way into your app. The click preserves the “context” and then deep links the user to the desired place within the app.

For example, let’s say a user has been browsing a mobile web site and viewed a certain dress multiple times. Journeys will take that context and offer promotional ads to buy that specific dress within an app. The user sees the promotion, clicks, and once they open the app – they are taken right to the dress deal they initially wanted. While most view to click rates are less than 1%, Journeys VTC range from 3-10%!

More Clicks is Great, But Then What?

Glad you asked. With SingleTap, those increased clicks convert at a MUCH higher rate. While normal click to install rates are below 20%, Journey’s personalization along with SingleTap can improve them to as high as 70%. SingleTap removes friction from the install process by allowing a user to bypass the store and download the app with, well, a single tap.

Now, in the above dress example, those increased clicks can go right to the dress within the app with a single click. No traversing the app store, reading reviews, or wading through other distractions before they click the install button. Instead, those distractions are minimized and the user’s intended interaction with the ad (viewing and purchasing the dress) is maintained in one simple and easy user flow.

The Ideal Journeys + SingleTap Customer

Dress retailers aren’t the only ones who can benefit from this joint solution. Any app that has large value in pushing users to their app environment will be rewarded. Retail, e-delivery, quick service restaurants, finance and other eCommerce apps have strong use cases. However, any category of app with the following characteristics can see a huge benefit:

• Low App Adoption
• High Mobile Web Traffic
• High Value of App Users (Higher conversion, Lower churn)
• Have contextual “signals” in their users’ journeys that an advertiser can use to improve targeting

The best part about all of this? If you are interested, the solution is simple to implement. It can be as easy as swapping out a link!

Next Steps

If you want to see another real world example, this video case study with iFit gives more information. You can also contact us or request a demo.

The post Now is the Time to Leverage Web Traffic for App UA appeared first on MoAds Media.

That’s right, MoAds Media ranked 1st with a “690% surge in the share of the app install pie”. That’s more than double the growth of the number 2 ranked media source! And while being #1 is great, our ranking really gives us 3 reasons why we still think the best is yet to come.

• Our Growth Means YOUR Growth. Our daily passion is helping our partners grow their app users. So if we’re doing great – it means they must be too. And we’ve totally seen that with plenty of our partners, like Amanotes, Playtika, Product Madness, and more!
• We’ve Gone Global! As AppFlyer notes, we “ranked 1st in the Growth Index in no less than 3 regions: North America, Latin America, and Western Europe”. But that’s not all. We were #2 in the Middle East, India and Eastern Europe and #3 in Africa. It’s a great validation of the universal appeal of our solutions that it’s keyed growth for apps all around the world.
• Frictionless is Fabulous. Our SingleTap solution, where users “don’t have to go through the app stores to download” was noted as being key to increasing conversion rates. And while we’ve always felt that removing friction for the consumer was critical, Forbes recently put it more succinctly for us: “Removing Friction to Rocket Revenues”.

With people becoming less willing to find apps through the app store, brands have been looking for new, innovative ways to reach users. We are proud to be part of what we see as a major shift in user acquisition. Looking forward to more growth to come! 

The post 3 Reasons Why We’re Psyched About AppsFlyer’s Performance Index appeared first on MoAds Media.

• MoAds Media recently placed on the Singular 2021 ROI Index and was featured in Forbes
• Both Singular and Forbes indicated that removing friction and making it easier for the consumer was critical for the future of UA
• On-device solutions have been successful for a variety of categories – games, retail, on-demand, news, streaming, travel, social, finance, and more. 
• Frictionless solutions help consumers discover on the first day of phone ownership – and on every day following

Following the recent reveal of the Singular 2021 ROI Index, I had the pleasure of chatting with Peggy Anne Salz from Forbes about MoAds Media’s place on the index and the future of UA. At DT, our laser focus is on removing the friction from the process to make it as easy as possible to connect advertisers to their audience. 

While many of the same players are, rightfully, still anchored in the Index, Peggy was correct to indicate the “seismic shift” that has taken place within the index for how advertisers can improve on the ROI of their campaigns – and it all comes down to removing friction. Here are 3 additional thoughts I wanted to share about how when it comes to UA, Easy Does It:

• Being There Is Half The Battle. There’s a reason on-device solutions have click-to-install ratios that are 8x the industry average. On-device solutions keep your app top of mind – so when they have a need or desire for your app, they know where to find it. Consider the early days of Windows where simple games like Minesweeper and Solitaire were included with the OS. People played them simply because they were there – not because they were better than other games.
• It’s not just about games. Game companies have always been innovative when cutting through the noise with interactive and playable ads. And sure enough, we have more game apps than any other category. But now with the number of apps in the Play Store approaching 3 million, other categories also need to cut through the noise. That’s why we’ve seen tremendous growth in retail, on-demand, news, streaming, travel, social, and other non-game categories. And much of their success is rooted in the new device install frenzy – where new device owners install 3x more apps than those with older phones.
• Skip the store… Every Day. But making it easy isn’t just about the first day. The UA process is filled with friction – seeing an ad, clicking, going to the store, determining whether to install, and the install itself – that can derail a user from getting your app. By skipping the store, you remove a LOT of those hurdles and give users a direct path to install. Our on-device solutions give that frictionless experience to users on the first day of phone ownership – and every following day with our SingleTap solution. 

People these days are normally overwhelmed. We’re bombarded with options at the store, when we watch TV, and in the app store. In each case, people have sought solutions like Amazon and Netflix because they simplify their choices and keep things they need or desire top of mind. Apps are no exception to that. Which means the winner in the UA game will be those that understand that when it comes to discovering apps – Easy Does It. 

The post 3 Thoughts Why When It Comes to UA, Easy Does It appeared first on MoAds Media.

• MoAds Media featured on Singular’s ROI Index in multiple categories
• Singular’s report highlights the rise and success of on-device media solutions like our platform
• On-device media stands out against legacy ad networks, delivering note worthy ROI

MoAds Media has been ranked as a Global Top Media Source on the 2021 Singular ROI Index. The Index is widely recognized as the go-to source for app marketers seeking insight about which app marketing platforms offer the best ROI while also considering metrics including cost, revenue, and fraud.  The 2021 Index ranks top-performing ad networks across both the Android and iOS ecosystems and reviews industry data compiled across nearly $10 billion in ad spend and approximately 3 billion app installs.

MoAds Media has regularly performed well on the Singular ROI Index in both North American and international markets, particularly in verticals like gaming. However, this is the first time the company has featured on the Global Index.

MoAds Media’s rise in fortunes on the Global Index highlights its commitment to the wider app economy and the burgeoning European, APAC, and Latin American markets. It also demonstrates a dramatic shift in the way people discover and download their apps.

A Year of Dramatic Change – A Disturbance in the Force

MoAds Media’s global success follows a year of dramatic change in the mobile marketing industry. Add to this the massive disruption caused by the global Covid-19 pandemic, and it’s little wonder why people have become more reliant on their mobile devices than ever before. Do you remember when we used to ask if it would ever be possible to do a day’s work on a mobile device? I guess we all know the answer to that now.

During this turbulent time, which Singular describes as “A disturbance in the force,” app discovery has continued to shift from traditional app marketplaces and legacy ad networks, which have continued to face disruption from a number of emerging and increasingly powerful channels including MoAds Media.

App engagement is increasing, but so is the competition. Mobile users now typically have upwards of 93 apps on their phone, up from 85 at the end of 2015. While this growth has seen a greater diversity of apps on devices, it means that even leading apps have to fight for the type of engagement that leads to profitability.

Why is MoAds Media Performing so Well?

The 2021 Index highlights that OEM or on-device platforms such as MoAds Media are “performing extremely well” by providing on-device app discovery via a persistent experience on new devices, a set-up wizard upon activation, and offering live updates on new apps to try.

Thanks to MoAds Media’s global partnerships with leading device manufacturers (OEMs) and major mobile networks, app marketers can reach the users that other app marketing platforms cannot reach.

But discoverability is only the first part of the story. MoAds Media’s technology creates the opportunity for brands to shorten the customer journey by recommending new downloads from their apps portfolio. These app recommendations can then be downloaded and installed painlessly with a SingleTap, dramatically reducing abandonment by maintaining a single, trusted brand environment.

Learn More

To learn more about how MoAds Media can help you reach more users while increasing your return on investment, contact us today and ask to speak with one of our app marketing experts.

The post MoAds Media Goes Global as Top Media Source on 2021 Singular ROI Index appeared first on MoAds Media.