2015 Hand travel company promotion strategy why change?

Apple recently released its best-selling app list for 2014, and the game is no doubt the top three. Gaming is the most used time for mobile devices and is still the case in the short term. However, the change in the promotional strategy of the 2015-year tour company is still available.

These factors include:

Big brand Promotion budget increase

Directed audiences

Visitors find ads and deep links

Programmed Purchase

Cross-platform Games

The rise of the tablet phone and the change of iOS

We'll go the other way.

CPI

The Fiksu per installation cost (CPI) index is used to calculate the cost of each installation application for direct advertising. As shown in the following illustration, the cost of Android gaming is still higher overall than the cost of iOS for most of last year. This trend is expected to continue in 2015.

The six Trends of Hand tour promotion in the 2015

However, we also expect the two-platform game CPI to be affected by 2015 years of possible factors. First, big brands are finally putting more money into mobile devices. These brands have a larger budget and are less sensitive to promotional costs than other smaller companies. The pressure from the brand is expected to push up the cost of mobile promotion for everyone, including game promotion staff.

At the same time, the Promoter will be more focused on the use of programmed real-time bidding (RTB). In addition, the promotion staff can optimize the internal purchase of events, such as social network sharing, subscription or through the purchase of traffic to find the endpoint.

In either case, it is important to remember that the CPI is not the most critical indicator of the hand-tour promoter. As our study notes, low CPI does not mean that these users do not produce positive ROI. Similarly, if high CPI can produce high-quality users, then it can generate huge returns. ROI-oriented marketing has become an increasingly important indicator, and we expect this trend to continue into 2015 years.

The pressure of the big brand

As noted at the beginning of the article, big brands have finally started moving to the mobile end as part of their digital strategy. Taco, for example, has recently begun to promote its mobile apps, and the brand is not a minority. As this trend continues to deepen in 2015, the high promotional costs of these brands will push up inventories and increase the cost of acquiring users.

In addition, the traditional digital brand is also beginning to strengthen their sense of presence on the mobile side, which will make the iOS App store ranked competition becomes more white-hot.

Under the influence of this trend, the "general" UA strategy that used to be effective is now hard to work. Brands and games will compete in the same field. However, gaming companies also have a first-mover advantage and are able to maintain their advantage by leveraging data, smarter access to user policies, retrieval of ads, and all mobile advertising technologies.

Audience orientation

As the company gets more robust mobile data, the promotion staff will have more access to specific audiences. Although the strategy is more popular with well-known brand promotion staff, its features will undoubtedly benefit other hand tours.

Prior to this, many hand tour promotion staff are most interested in obtaining loyal users at low cost, but lack of attention to the characteristics of these users. Although this is still the main goal of promotion, hand Tour promotion staff will also study the characteristics of specific audiences in order to achieve the best profit strategy and pinpoint specific users.

To make this possible, you need to increase the use of first-and third-party mobile data values. Together, these data set up a wealth of data resource groups, so that hand-travel promotion staff to improve their plans. Through the use of data, hand Tour extension staff can identify and purchase such as age 18-24 years old, and downloaded at least 3 hard core game users. Although the cost of this approach is higher, users are more likely to consume the game, thereby increasing ROI.

Visitors find Ads

2015 may be the year of visitors ' return to advertising, especially for hand tours. More recently, Twitter's two-time sales director, Marchale, defined the visitor's return ad as a "whale-infested land". In fact, he has noticed that "on the mobile side, visitors find the bulk of the consumer advertising is the hand-travel community." Hand tour companies to move the end of the first, they understand their customers lifetime value, can find the entire customer sales funnel. ”

According to Fiksu's experience, we have found that some of the hand tour companies have become the pioneer in this area, using the visitors to retrieve ads, and achieved success. In fact, for a social gaming game, a visitor's return to advertising can increase the player's consumption by twice times.

With the latest deep link technology, future visitors will be able to reduce the advertising component on the surface because they can guide users to specific locations within the game. As the tour promoter becomes more aware of this strategy, many extension workers will be aware of the continued impact of visitor return ads on their promotional strategies. Visitors to find ads can bring many advantages, such as from reminding users to open the application after installation, encourage users to register to try to buy. Visitors will be able to recapture the ads to the whale players.

Programmed Purchase

As the cost of mobile advertising increases, it becomes increasingly important to ensure that promotional costs are implemented. Through programmatic purchase, you can automate the process of advertising media purchases. Accordingly, the Promoter can learn by machine to ensure the effective use of their expenses.

Although programmatic buying is not the exclusive technology of the gaming industry, programmatic purchases, especially real-time bidding patterns, can become a trend of promotion. Global Real Time Bidding (RTB) consumption rose by 140% in the 3rd quarter of 2014, according to Smaato data. EMarketer points out that RTB (mobile and desktop) is expected to rise from $4.16 billion trillion in 2013 to $11.84 billion trillion in 2016, up 185%.

Cross-platform Games

One of the major trends in the development of hand travel is the cross platform experience and promotion strategy changes. such as the world's largest third-party video game developers and distributors on the ipad recently released from the host of the "Small Rons: Trap Team."

For dynamic viewing, the channel promotion strategy has become the key to the success of the game in the fast changing environment of players. Dynamic view is the first to fully enter the field of hand Tour host company, but they certainly are not the last one. According to Newzoo data, hand travel revenue is expected to overtake the mainframe in 2015, with a maximum of 30 billion dollars in revenue. With the continuous development of the hand tour, the game developers will need to really engage in cross-platform and enhance the means of promotion to more focused on the experience of hand-travel.

We anticipate that iOS will usher in more host-level gaming experience thanks to Apple's iOS8 metal technology. Metal is a new technology that can achieve host-level gaming experience by reducing graphics processing load and improving computing power. Although metal technology is promising, it has not yet had a significant impact on the industry: Apple revealed that only 12 of the hundreds of thousands of games on the App store used the technology. The figure is expected to rise substantially in 2015.

The rise of the tablet phone and the evolution of the operating system

A bigger screen-size smartphone, such as a new iphone, Nexus and Samsung devices, and a iOS8 improvement will continue to increase the profitability of the tour in 2015. While a better gaming experience may not be the original intent of these handset makers, any iphone6plus or GalaxyS5 users are aware of the impact of increased screen size on the gaming experience.

Thanks to the increased use of these devices, users may spend more time playing games. Improved hand-travel profitability may help to slow the increasing cost of UA.

So what do these trends mean to you?

Now that you know the trend in the coming year, how can you take advantage of these insights? The most important thing is to watch out for fluctuations in cost costs.

That is to say, you should understand these costs. If you pay 2 dollars or even 4 dollars for each installation, but users spend 10 dollars in the game, it's worth it. As we have just said, the CPI is not the whole, and it is not the only criterion for the success of the promotion strategy.

In addition, you need to make sure that you can make full use of data and emerging mobile advertising technology to increase revenue, that is, audience orientation and visitor retrieve ads. Generally speaking, you must first have a certain number of user groups. This means you need to remind users who downloaded your game to open the game, or encourage users to make their first purchase.

In addition, buy social media as much as possible, maximize the use of these technologies and reach users at low prices.

You also need to be aware of other trends, such as video promotion and the change in the App Store rankings.

2015 for the promotion of hand travel is of great significance. Promotional strategies, costs, and mobile ad inventories will be influenced by big brands.