How to market your iPhone app globally through programmatic RTB media buying

Discussion in 'Mobile Marketing' started by Bo Bluagile, Feb 18, 2016.

  1. Bo Bluagile

    Bo Bluagile Newbie

    Jun 15, 2015
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    Most mobile app marketers utilize organic marketing strategies to promote their mobile apps, and only a small number know how to leverage programmatic real-time bidding (RTB) media buying for mobile advertising, which happens to be the most powerful way to market your mobile apps in this day and age.

    If you have an iPhone app, buying targeted mobile ads programmatically can be the most cost-efficient and most scalable marketing strategy that you can add to your marketing arsenal. In fact, most app marketers only have this strategy in their mobile marketing arsenal.

    Before you dive into mobile media buying, however, you need to understand what programmatic RTB media buying is.

    Buying mobile ads programmatically means using advanced technology to automate and optimize your mobile media buying process in real-time. Instead of buying individual mobile ad placements on iOS apps to advertise your own iOS app, you only use one platform that connects to hundreds of thousands of apps and mobile sites with unlimited opportunities for you to buy mobile traffic. This means that, at any given time, you can reach millions of iOS audience? all in real-time.

    The simplest way to buy mobile ads programmatically is through a demand-side platform (DSP). A DSP is an advertising technology that connects to different mobile traffic sources such as ad exchanges and ad networks. It is powered by algorithms that serve mobile ads to advertisers target audience on a global scale. A DSP can reach billions of mobile audience and ad impressions worldwide, which means you don?t have to worry about the supply of mobile traffic again.

    Here are the steps to market your iOS app through programmatic RTB media buying worldwide

    Step 1: Understand your iOS app

    The very first step is to understand what your app is all about, why it is important for people to discover it, and what benefits it brings to your target audience. Your clarity about your app?s purpose will tremendously help you put together a sound mobile media buying strategy.

    You also need to think of marketing angles, or how to go about marketing your iOS app to your target audience. Your marketing angle will dictate how you will design your banner creatives.

    Example, with Expedia mobile app, some of their advertising angles include offering a $25 off on the first hotel booking through their app, or giving their app users a chance to win an Android phone when they book flights, hotels, and cruises through the app.

    You can experiment with several angles and analyze your best-performing angles after the initial test run.

    Step 2: Know and identify your target audience

    Knowing your target audience profile on the get-go will help you save on media cost and target your users more efficiently using a DSP.

    If you intend to market your iOS app globally, ask yourself if you can indeed make your app available for anyone in the world to download, or are there certain countries that you would block from downloading your app? This will allow you to properly allocate your marketing funds to specific locations only and prevent wasting unnecessary funds targeting locations that cannot even download your iOS app.

    To know your target audience better, you need to understand what problems your app solves. Are your target audience gamers, entrepreneurs, small businesses, women, dads, etc? Do you want them to see your ads when they browse websites using their mobile phones or when they use iOS apps?

    You don?t need to be specific about the exact details of your target audience as long as you know their location and the device that they use. These are the most important part in launching your initial mobile ad campaign.

    Step 3: Create localized versions of your apps

    Since you intend to market your iOS app in different countries, it is important to consider localizing your app?s landing page by translating your app?s description, as well as your banner creatives. Go on UpWork to hire app translators in Spanish, Italian, Russian, Chinese, French, or any other languages of the countries you want to market to, especially if the residents of that country do not use English as their primary language.

    Step 4: Design your mobile creatives

    The best dimensions for mobile in-app ads are: Mobile leaderboard (32050) and Large mobile banner (320100). These creates will show up on mobile apps and will be seen by your target audience when they launch the mobile app.

    For standard mobile web, the best dimensions are: Medium Rectangle (300x250px), Leaderboard (728x90px), and Skyscraper (160x600px). These ads will show up to your target audience who are browsing websites using their mobile phones.

    Always design creatives based on your advertising angle, that?s why it is important to think of a specific or multiple advertising angles for your campaign on the get go.

    Remember to also design foreign-language versions of your creatives as well.

    Step 5: Prepare your target URL

    This target URL is where you want your users to go when they click your mobile ad. Many mobile app marketers use the app link on Apple Store as their target URL so that the users can download the app right away.

    Others use a mobile landing page first to capture the contact details of the users and later on market the iOS app to them. There are also those who prepare a mobile landing page that features mobile app banners for the users to click on before they land on the mobile app landing page.

    Remember to translate your landing pages to different foreign languages. Your creatives must also match your landing page. Example, if you are running a mobile ad campaign in Spain, you need to use Spanish banner creatives that point to the Spanish landing page of your iOS app.

    Step 6: Select a self-serve demand-side platform (DSP)

    A demand-side platform (DSP) is what carries out the programmatic media buying process in a mobile advertising campaign. It is important to pick a DSP with huge mobile traffic volumes in the countries that you are interested in, and is also connected with multiple ad exchanges and networks.

    You also need to look at the targeting features that the DSP can offer, and the level of support that they provide. Some DSPs don?t provide support unless you meet their minimum ad spend requirements.

    Lastly, know their minimum ad spend. Many DSPs require thousands of dollars to get started but there are those that only require $500 to get started.

    Step 7: Launch your mobile ad campaigns

    The next step is to launch your mobile ad campaigns through the DSP of your choice. This is where you will set your overall budget, daily budget, maximum CPM (cost per 1,000 ad views) bid, and your targeting parameters. This is also where you upload your banner creatives.

    You can target iOS device users only by selecting ?iOS? under ?OS? targeting. If you need to target carrier or ISPs, you can do that as well.

    In launching mobile ad campaigns, it is always advisable to not be too specific in your targeting so you will have the chance to analyze a broader set of audience and later on pinpoint your best-performing audience segments based on the initial results of your campaigns.

    It is also advisable to run a test for one to two days or until you have enough data to analyze and optimize.

    Step 8: Optimize your mobile ad campaign based on the initial results

    Optimize your campaign based on the results of your test campaigns. Always optimize based on your campaign objectives. If your objective is brand awareness, focus on volume of impressions, the quality of your ad placements, and user engagement such as banner clicks.

    If your objective is conversion, optimize your campaigns based on actual conversion results as well as click-through rates (CTRs).

    Optimizing your campaigns at least once a week until you get the results that you want. Remember that media buying is only one step in the mobile advertising equation.

    The success of your mobile advertising initiatives depends on your app, how compelling your mobile creatives are, and how optimized your landing pages are. Continue testing until you get everything right. Persistence is key in mobile advertising success!

    To get started with your mobile ads campaign, register for a free Bluagile account now