Mobile Advertising
In-app and mobile web advertising with the measurement problem solved first: attribution that works under current privacy frameworks, and creative built for a thumb rather than a mouse.
Aperçu
Mobile advertising changed more than any other channel when platform privacy frameworks arrived. Device-level attribution largely went away, campaign structures had to be rebuilt around platform-imposed limits, and a lot of accounts were never adjusted and have been quietly guessing since.
We rebuild measurement around what is actually available now, then buy against it. That means fewer campaigns with more volume each, patience with delayed and aggregated reporting, and incrementality testing to answer the questions attribution no longer can.
À qui cela s'adresse
- App publishers whose acquisition costs jumped after the tracking changes
- Advertisers reaching an audience that is almost entirely on mobile
- Companies buying in-app inventory without a view of where it appears
Notre approche de Mobile Advertising
Les travaux précis que couvre une mission type. Le périmètre est convenu d'avance : rien ici ne réapparaîtra plus tard comme une ligne surprise.
Attribution rebuild
Configuring measurement to work within current privacy frameworks, including conversion value schemas that answer a business question rather than filling the available bits arbitrarily.
Campaign structure for aggregated reporting
Fewer, larger campaigns, because platform limits and aggregation thresholds punish fragmented accounts with unreportable results.
In-app inventory quality
Filtering out low-quality placements and incentivised traffic that produces installs from people who will never open the app twice.
Creative for the format
Vertical, sound-off-first, with the point made in the first two seconds. Playable and interactive formats where the product justifies them.
Post-install quality tracking
Measuring retention and revenue rather than installs, since the cheapest installs are reliably the worst ones.
Incrementality testing
Geo and holdout tests to establish real effect where deterministic attribution is no longer available.
Du premier échange au résultat mesuré
Toujours la même séquence, pour que vous sachiez ce qui vient ensuite.
Fix measurement
Rebuild attribution and the conversion value schema first. Buying media against broken measurement wastes the budget and the learning.
Consolidate
Restructure into fewer campaigns so results clear reporting thresholds and the algorithms have volume to learn from.
Test creative
Run distinct concepts with enough spend each to reach a decision, given that reporting arrives delayed and aggregated.
Optimise for quality
Shift budget toward sources producing retained, paying users rather than cheap installs.
Des résultats, pas des livrables
Un empilement de documents n'est pas un progrès. Voici les changements que le travail doit produire.
Measurement that works now
Attribution rebuilt for current privacy frameworks rather than limping along on a setup designed for a world that no longer exists.
Users worth acquiring
Optimising toward retention and revenue reliably beats optimising toward install volume, even at a higher unit cost.
Cleaner inventory
Removing incentivised and low-quality placements improves both cost per quality user and the numbers you report internally.
Decisions despite the fog
Incrementality testing answers questions that aggregated platform reporting cannot.
Questions fréquentes sur Mobile Advertising
Ce qu'on nous demande avant de nous contacter. Si votre question n'y est pas, posez-la nous directement.
How do we measure mobile campaigns now that device tracking is limited?
Through a combination of platform-provided aggregated reporting, a carefully designed conversion value schema, and geo holdout tests for the questions those cannot answer. It is coarser than it was and the honest answer is that some precision is not coming back.
Why did our cost per install rise so much?
Partly real competition, but often the reporting simply became less complete while the campaign structure stayed the same. We usually find some of the increase is measurement and some is genuine, and separating the two is the first job.
Are cheap installs worth buying?
Rarely. Incentivised and low-quality sources produce installs that never return. Measured on retained users at day thirty, the cheap sources are usually the most expensive.
How long does a mobile campaign take to stabilise?
Longer than it used to. With delayed and aggregated reporting, six to eight weeks before the picture is reliable enough to make confident structural decisions.
Vous réfléchissez à Mobile Advertising ?
Dites-nous ce que vous cherchez à changer. Si nous ne sommes pas les bons interlocuteurs, nous vous le dirons et vous orienterons ailleurs.
Vous cherchez la vue d'ensemble ?
Mobile Advertising accompagne généralement d'autres travaux en Performance Marketing & Paid Media. Parcourez tout le domaine pour voir les liens.