Business Wire | May 04, 2023
AppLovin Corporation (NASDAQ: APP) (“AppLovin”), a leading marketing platform, is bringing performance-based buying to connected TV (CTV) within its powerful mobile user acquisition platform, AppDiscovery. App marketers can now tap into massive CTV supply across hundreds of free ad-supported streaming TV (FAST) apps and 3,000+ channels from a single source of access and only pay for installs.
CTV will be the fastest-growing medium this year, with ad spending surging 21% to reach more than $25 billion. With 93% of U.S. internet users today reachable by CTV, it’s a prime time for app marketers to add this channel to their marketing mix to reach audiences at scale and achieve their ROI goals.
“We're excited to successfully bridge the gap between mobile marketing and CTV through a performance buying model,” said Idil Canal, General Manager of AdTech, AppLovin. “With AppLovin, marketers can easily test and rapidly scale CTV campaigns to acquire high-quality users by accessing a vast audience with targeted, relevant ads — all while prioritizing installs over impressions.”
CTV advertising on AppDiscovery is seamless. Advertisers can run mobile and CTV ad campaigns, and even leverage AppLovin’s industry-leading in-house creative team for custom, high-performing CTV ads — all on the same platform.
Since launching AppLovin’s performance CTV campaigns last year, leading credit-building app Kikoff has seen a 3X increase in install rates, and as a result has scaled its CTV budget by 6X, making it a significant part of its app marketing portfolio. “AppLovin’s CTV campaigns brought new momentum to our UA efforts. Not only do they allow us to further differentiate our offering in the marketplace by telling a more complete story to a larger audience, they also deliver on our UA performance goals. We’re excited about the continued partnership and growth potential,” said Max Wang, Growth Marketing Manager at Kikoff.
With AppDiscovery, advertisers and app marketers can:
Run CPI-based performance campaigns. CTV campaigns are priced on a Cost Per Install (CPI) basis rather than at a fixed Cost Per Mille (CPM), so marketers can ensure cost-effective ROI.
Automate and optimize campaigns. The platform automates the buying process across mobile and CTV inventory and optimizes at the individual channel level to improve performance.
Manage mobile and CTV campaigns from a single access source. CTV campaigns run in parallel with mobile campaigns in AppDiscovery, providing a seamless UI, reporting, and brand experience across multiple channels.
Utilize custom, top-performing creatives optimized for CTV. As a value add, AppLovin’s SparkLabs in-house creative team is available to customers for custom, high-performing ads, eliminating the need to develop resource-intensive creatives on their own.
Access real-time, transparent analytics: Trackable return on ad spend (ROAS) and channel name visibility ensures there is no guess work in where ads run.
“AppLovin’s AppDiscovery has been a strong user acquisition channel for us on mobile. Their recent addition of performance CTV campaigns presented an incremental channel to grow our user base at our target price points – all while using a single source of access. We’ve been delighted with the platform’s potential and appreciate the team’s constant optimization efforts,” said Terence Fung, Chief Strategy Officer at Storm8.
AppLovin accelerates business growth with market leading technologies. AppLovin’s end-to-end software solutions support profitable growth by optimizing monetization and by using powerful machine learning to make data-driven marketing decisions. AppLovin partners with businesses to deliver personalized experiences at a massive global scale. AppLovin is headquartered in Palo Alto, California with several offices globally.
AD TECH AND MARTECH
MonetizeMore | March 06, 2023
MonetizeMore, a company that partners with web publishers and app developers for ad monetization, has acquired Advanced Ads, an ad tech platform. Advanced Ads is a popular WordPress plugin for ad management with over 1,300 votes on WordPress.org and a 4.9-star rating. MonetizeMore's acquisition of Advanced Ads comes after being listed for three consecutive years on The Globe and Mail's ranking of Canada's Top Growing Companies.
MonetizeMore can enhance its ad optimization solutions by acquiring Advanced Ads features, including flexible ad injection and user/page content-based targeting. Incorporating these features will bolster MonetizeMore's existing publisher offering without the need for coding skills.
The acquisition will be implemented immediately, and the two platforms will be integrated shortly. In addition, the company plans to provide continued support to the existing clients of Advanced Ads while introducing them to MonetizeMore's platform, PubGuru, powered by artificial intelligence and other tools.
MonetizeMore is a technology company that specializes in programmatic advertising. It offers various services, including ad optimization, ad inventory management, and ad revenue maximization, which help publishers generate more revenue from their online advertising efforts. MonetizeMore leverages advanced technologies like machine learning and artificial intelligence to provide its clients with personalized solutions tailored to their unique needs. In addition, their team of experts works closely with publishers to analyze their ad performance data and identify areas for improvement. MonetizeMore's goal is to help publishers increase their ad revenue and achieve long-term success in the ever-changing world of online advertising.
ADVERTISER CAMPAIGN MANAGEMENT
Business Wire | May 19, 2023
Snowplow, the global leader in data creation, today announced the launch of a dynamic new solution for measuring the effectiveness of advertising campaigns. Called Attribution Modeling, the solution Powered by Snowflake, gives clients real-time insights into advertising performance, enabling essential campaign optimization in near-real time.
By building Attribution Modeling on Snowflake, Snowplow is able to empower direct-response advertisers to gain insights into conversion journeys by analyzing click event data from advertising campaigns. With Snowplow’s first-party customer data, organizations can generate, enrich, and model ultra-low latency click event streams, delivered in Snowflake’s single, integrated platform. Companies can easily analyze and respond to advertising performance in near real-time with a unified data asset, regardless of their resource structure. This capability also enables marketers to make data-driven decisions to allocate resources to the most effective campaigns and channels in near-real time.
Joint customer, Digital Virgo, was able to leverage Attribution Modeling, Powered by Snowflake, to reduce data latency by 90% and eliminate data silos. With Attribution Modeling, Digital Virgo gained access to standardized data reports from all 40 countries in which it operates and was able to re-allocate its marketing budget to high-performance campaigns, gaining a significant number of new subscribers during the 2022 FIFA World Cup.
"Before Snowplow, we had a packaged analytics tool. We did not have any data sets of events available in real-time. Snowplow and Snowflake opened up a world of possibilities for us by providing data to our team so we can quickly analyze trends in campaigns, within five or 10 minutes." – Anthony Gianastasio, Head of Analytics, Digital Virgo.
“Attribution Modeling is an application that addresses the changing needs of marketing and advertising professionals, offering impactful and cost-effective campaigns. By building our solution on Snowflake, we have been able to provide a cloud-based alternative to other campaign analytics solutions available today. Snowplow will work with Snowflake to enable customers to take control of first-party data and map granular customer journeys in a centralized source of truth. This will provide accurate and comprehensive campaign measurement, driving success for customers." – Conor Doyle, VP Partnerships & Business Development, Snowplow.
“We look forward to continuing to partner with Snowplow to help our customers analyze trends quickly and at scale, consistently giving them better analytics.” – Scott Schilling, Senior Director of Global Partner Development at Snowflake.
Industry leading applications are Powered by Snowflake. By building on Snowflake, product and engineering teams are able to develop, scale, and operate their applications without operational burden, delivering differentiated products to their customers. With the Powered by Snowflake program, builders get access to resources to help them design, market, and operate their applications in the Data Cloud. To learn more about the Powered by Snowflake program and how organizations are building on Snowflake
Snowplow empowers organizations to generate trustworthy, first-party Customer Data to power Marketing and Advertising performance.
1.9+ million sites and applications use Snowplow to generate and model first-party customer data from across their digital interfaces to capture descriptive customer journeys and build actionable first-party Behavioral Profiles. Purposely designed for the data platforms as a single source of truth; Marketers, Data teams and CDPs can activate Snowplow data across Customer 360, Personalization and ML use cases.
With Snowplow, organizations like Strava, Autotrader, and Software.com reach, engage and win customers, while retaining an industry-leading data governance posture, with full GDPR and CCPA compliance.