Webinar Martech Talk 13 with topic Unlock mobile app growth: A comprehensive guide to SKAN, ASO & more (Breakthrough growth on mobile app – A comprehensive guide to SKAN, ASO & effective ways to make money) took place successfully on the afternoon of July 10. The webinar has attracted the attention of more than 100 game and application developers. This lively discussion not only had a large participation but also provided a lot of valuable knowledge and useful tips/tricks about SKAN, ASO and making money from the application, meeting the interest of everyone. participants.
Let's review with Omega Martech the main content that the 3 speakers shared in the Webinar right here:
1.Decoding the future of ad attribution with SKAN 4.0
Devon Im – Global Business Development Lead is a speaker from Airbridge who shared a section related to SKAN 4.0. At the same time, Devon Im gave tips for implementing an effective measurement strategy in the context of highly emphasized user data.
Explore the nature and important changes of SKAN 4.0
Characteristics of SKAN that should be noted:
- Aggregated Data: Does not provide detailed information about specific users or devices. To ensure user privacy and comply with data security regulations.
- Multiple Postbacks: SKAN 4.0 introduces up to 3 postbacks per setting for more detailed data.
- SKAN Conversion Value: SKAN uses 64 values (from 0 to 63) to represent post-installation events. Provides developers with information about user behavior after app installation.
Enhance ATT to increase Consent Rate.
To help Game and App developers improve users' Consent Rate, Devon Im has suggested 4 Tips to improve ATT, including:
- Timing is crucial: Show reminders at the right time when the user has experienced and realized the value of the application, instead of notifying right after the user has just installed it. .
- Use a pre-prompt: Add a customization explanation before the user decides on the ATT to educate the user about the benefits of enabling tracking.
- Communicate clearly: Use simple, easy-to-understand language to explain why app tracking benefits the user experience.
- Post-prompt reminders: For users who initially decline, provide an in-app reminder or explanation in settings. Even if the user opts out once, you can still direct them to the settings screen to agree again.
5 Tips for measuring effectiveness in SKAN 4.0 to optimize advertising effectiveness measurement.
Measurement in SKAN 4.0 is not easy for marketers. Understanding this, Devon Im has given 5 useful tips to help apply effective measurement in SKAN 4.0:
- Tip 1:Consolidate iOS Campaigns to Meet Crowd Anonymity Tier 2+ (Consolidate iOS Campaigns to Meet Crowd Anonymity Tier 2+)
- Tip 2: Prioritize first response and fine-grained values (Prioritize 1st Postback & Fine-grained Values)
- Tip 3: Capture Early Conversions (that happen in less than 48 hours of install)
- Tip 4: Adjust value ranges to Monetization Methods (Tailor Value Ranges to Monetization Methods)
- Tip 5: Turn on the “Attribution Overlap” Feature
Through her sharing, Devon Im wants to emphasize important notes to everyone:
- Increase ATT Approval Rate
- Prioritize Reminders After First Install
- Embrace early conversions (Early Conversions)
- Adjust the value range to suit your monetization method
- Use the “Attribute Overlap” feature to avoid duplication
2.Conquer the App Store with ASO & ASA strategies:
Apptweak's representative, Michael Ajami - Vice President APAC, shared in the Webinar detailed content on how to combine ASA & ASO strategies to bring the application to the top position on the App Store.
The importance of combining ASA & ASO strategies in Mobile Marketing Funnels
The factors that create the power of combining ASA and ASO in attracting, persuading, converting and retaining users were shared by Michael Ajami as follows:
- Visibility: Increase visibility in the App Store to maximize app exposure.
- Consideration: Increase the conversion rate of app views into downloads.
- Conversion: The user performs the desired action such as registering, logging in, making a purchase, etc
- User Relationship – Stage 1: User is satisfied with the application and has a positive experience.
- User Relationship (Phase 2): User maintains regular interaction with the application and continues to perform desired actions.
Use ASO for ASA research
Based on the information provided by ASO, it will impact ASA's operations. In this section, Michael shared details about leveraging ASO Research to perform ASA optimally and effectively.
Optimize Creatives and Market Research to increase conversion rates.
In addition, to increase user conversion rates even more, Michael has introduced ways to optimize Creatives:
- Make sure content is easy to read on mobile devices
- The first three screenshots should showcase your app's most popular features or core values.
- Use eye-catching colors, images, and layouts to attract user attention.
- Make sure images in the application are displayed clearly and sharply
- Seasonality Strategy Integration
Engage new, existing, and returning users with In-apps Events.
In-app Events have an important impact on attracting new, existing and returning users by helping Marketers determine the right time, and create highlights.
Summing up, Michael shared that it is necessary to create a separate Strategy combining ASO and ASA to create outstanding results.
3.Revealing effective ways to make money from Yandex Ads:
Mr. Nguyen Tran - Technical Account Manager represented Yandex Ads to introduce and offer ways to make money from Yandex Ads. Besides, he provides important information for companies wanting to expand in the Russian market.
Explore the potential of the Russian and CIS markets.
Ranked 6th in the world in terms of user downloads of the application. Furthermore, the Russian market has up to 70 million game players, including 47.2 million mobile game players, proving the country's potential and attraction to Game and App developers.
Tips to attract users when expanding the market in Russia
To gain market share in Russia, there will be a few important notes. Mr. Nguyen Tran represented Yandex to share his experience in expanding the market into Russia as follows:
- Translation is very important. English is not a big problem, but Russian should be used for a better user experience.
- The most important holiday in Russia is Christmas. It is necessary to pay attention to holidays to build effective promotion campaigns.
- You should choose a game design with typical Russian images or oriented towards tropical weather
Besides, there are things to avoid:
- Political topics are always sensitive for people
- There should be no distinction especially regarding religions
- Avoid LGBT-related topics
- Best practices and success stories from industry experts.
Conclude: Webinar Martech Talk 13 provided game & app publishers/developers with useful information and knowledge about SKAN, ASO/ASA and effective ways to make money in the mobile market. The speakers shared practical experiences and tips to help developers optimize marketing strategies, attract and retain users, thereby promoting growth for their applications.
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