The mobile app world is becoming more challenging every day. Applications and regulations like SKAdNetwork and IDFA restrict the strategies that app marketers can execute, while mergers and acquisitions make rivals out of partners. Cross-promotion comes forward as a valuable tool for app marketers to navigate in such a rapidly changing environment.
Cross-promotion in app marketing refers to promoting one app within another app or a network of apps. It leverages the existing user base of one app to promote another app or encourage users to engage with different features or products within the same app ecosystem.
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Cross-promotion aims to increase user engagement, drive downloads, and enhance the overall user experience by introducing users to other relevant apps. It also aims to increase ecosystem user retention. It can be particularly effective when the promoted apps or features align with the interests and preferences of the target audience. By leveraging the existing user base and user engagement of one app, developers can generate more visibility and awareness for their other apps or offerings, ultimately leading to increased user acquisition and retention across their entire app ecosystem.
Cross-promotion offers tremendous advantages when executed effectively. The audience data should be reliable and efficient since it targets users already using the app or app network. Therefore the success rates can be significantly higher than other promotion methods. But to be considerably more effective, cross-promotion campaigns involve processing vast amounts of user data and utilizing that data for targeting. This requires technologies like advanced machine learning and data processing.
Cross-promotion methods & ad formats
There are multiple ways, methods, or mediums to implement cross-promotional campaigns. The methods should be targeted or personalized to individual users for maximum efficiency. The same method can be either intrusive or engaging according to the user’s position in the customer journey funnel or the user experience. Therefore the choice of the method is also crucial for the promotion’s success. There are a number of ways to run a campaign, but here’s how to deploy three different ad formats for cross-promotion success.
Banner ads
Banner ads are one of the smallest formats used in cross-promotion. They are designed to avoid disrupting the gameplay experience. It is recommended to display banners on the home page immediately after opening the app to maximize awareness and increase the chances of converting users who are likely to churn to another game.
Generally, the CTR for banner ads is lower than larger ad formats supporting video and playable creatives. However, the primary purpose of banner ads is to quickly increase the user’s awareness of the target game and encourage them to install it later in their app journey.
Interstitial video ads
Interstitials are the largest format used in cross-promotion. They offer the highest click-through rates and are suitable for promoting another app in the developer’s portfolio, typically using full-screen videos. However, interstitial ads cover the entire screen, completely hiding the source app. Therefore, it is generally recommended to display interstitials at the end of a game session, such as when the user returns to the game menu.
Another way to utilize interstitial ads is through a reward scenario, where users voluntarily choose to view the ad in exchange for in-game rewards such as coins or other incentives. This approach can increase user engagement and provide a mutually beneficial experience for both the user and the developer.
Mid-sized ads
Mid-sized ads offer a middle ground between banner and interstitial formats. These ads occupy only half of the screen in portrait orientation. They balance visual awareness, and a less disruptive user experience since the game is still visible behind the ad.
Mid-sized format ads are beneficial during second-time visits to the homepage, especially if the initial banner display did not result in a conversion. This format aims to increase visual impact compared to banners while maintaining a non-intrusive user experience.
The conversion rate of mid-sized ads depends on their content. For instance, rich media mid-sized formats, such as those featuring videos or multimedia components, tend to generate higher click-through rates (CTR) than static ads.
Conclusion
Cross-promotion continues to evolve as a valuable tool for enhancing user retention in performance advertising. A well-defined cross-promotion strategy is crucial for gaming app marketers committed to nurturing an engaged audience at the portfolio level. With the rising number of mergers and acquisitions in the industry and the limitations on IDFAs (Identifier for Advertisers) data collection, app developers need to adapt to the ever-changing landscape of ad tech to remain relevant. As an advanced app retargeting & cross-promotion platform, Adikteev helps the world’s top-spending app publishers increase retention and drive incremental revenue through made-to-measure strategies and creatives.
