Marketers: Tell Mobile App Developers What You Need
- banner ad: 0.5 percent
- full-screen ad: 3 percent to 5 percent
- native ad: 4 percent to 8 percent.
Q: How often do I need to send out new creative?
A: While there are ads that can work for weeks and months, apps should typically send out a new message at least twice a month.
Q: Is there a difference between the quality of a user being generated from a native ad versus a full-screen ad?
A: My statistics show that the quality of a user who downloads the app after being exposed to a native ad is 35 percent better than a user generated from a full-screen ad.
Q: When running a retargeting campaign, what can be expected in terms of returning users to my service?
A: I find that, on average, between 10 percent and 30 percent. Conducting a retargeting and deep-linking campaign usually gets the advertiser closer to 30 percent re-engaged users.
Hopefully this advice and feedback gets developers and other mobile app marketers pointed in the right direction when launching their next marketing campaigns.