• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door Advertising and Opportunity | All Response Media
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / Digital / Creating a positive return on apps: No longer just a rich man’s game

Creating a positive return on apps: No longer just a rich man’s game

22nd July 2019 by Terry Richards

It has long been accepted by companies that having an app with similar functionality to the website is the way forward. But in an app-based world, how are advertisers to know whether people will download their app and use it, whether the app will help them to deliver more business or retain business, and most importantly if the amount paid for the development will translate to a positive return on investment (ROI)?

App tracking historically
There are many app tracking tools that have been on the market for the past 2-5 years, which allow you to understand the technical functionality of your app (such as speed reports, crash reports, etc), as well as install and app engagement reports to indicate how much interest and usage your app is receiving. The main players in this space have been AppsFlyer, Adjust and Google Firebase. But knowing how well your app was built from a technical perspective doesn’t show you whether people are using it and knowing how many people install and use the app does not help you increase the awareness of the app to gain interest across a larger reach of potential users.

Up until recently, many of these app tracking platforms did not provide enough insight for you to make more informed decisions around advertising your app, to increasing installs and usability, and most of the time advertisers would have to create a generic targeting campaign and hope for the best. Alternatively, advertisers could invest heavily in a paid app tracking solution that provided more granular targeting insight, but they rarely proved to be cost-effective from our experience here at All Response Media. But not anymore…

App monetisation
On 26th/27th June, Google ran the annual AMEA App Summit, which was attended by a few representatives from All Response Media. The summit was heavily focused on app development, tracking and monetisation. The main products that were highlighted were Google Firebase for app analytics and AdMob for app advertising. There have been some interesting updates that may change the way we work with apps, here are just a few:

Firebase

  • App predictions
    • Predicting people who will churn, people who will spend in the app, people who will share the app
  • App audiences
    • Demographic and user-level audiences collected through Google Analytics and sent to Firebase, to target a more relevant group of users or potential customers
  • Remote Config
    • Automate audience targeting (similar to A/B testing) or automate in-app usability testing (similar to multivariate testing)
  • App messaging
    • Send messages to app users via email or when they are using the app to promote offers, give usage tips and generally increase retention of the app

AdMob

  • Safety features
    • Stop bots from acting like they are high-value apps for you to target, only target high value verified apps to increase conversion rate
  • Firebase Integration
    • Push predictions and audiences into AdMob from Firebase to use in targeting

Ultimately, a mix of understanding your current app traffic through Firebase, using this data to increase converting installs and retention, will help you to generate a profit on your app in a cost-efficient way and will help to create a positive ROI for both the apps and the business as a whole.

All Response Media viewpoint
We are always striving to use better technology to granularise the targeting we use for media campaigns, with the intention to improve overall KPIs. We feel that using some advanced user-level technology for reporting and targeting which is also free to use, such as Firebase, is a fantastic way for companies with an app to test the water with low budgets and still see a positive ROI. At the very least, if you are a business who has already invested a lot of money in developing a new app, then it is worth talking to All Response Media about the best ways to track your app activity and understand whether there is the potential to grow (using predictions) by investing further into media.

Read more information on our digital services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy