We’ve seen in our day-to-day life how AI has revolutionized almost every aspect of our everyday actions, thanks to its deeply pervasive nature. Mobile app advertising is no exception to the trend and, if anything, it’s one of the fields where AI has made the greatest impact.
AI has in fact innovated the design and development of apps as well as their marketing to new potential users. But in exactly which ways does AI for mobile advertising or AI for user acquisition work?
Let’s find out!
Here at Mapendo, AI’s one of our strongest allies! We’ve had to quickly adapt to the changes that AI brought to the field since we started, and so today Mapendo is a fully automated DSP thanks to our proprietary AI technology.
Mapendo makes use of this technology in a performance-based model, charging its clients only for installs (CPI) or post-install events (CPA). Our AI represents the essential data-analysis tool that helps us make more efficient business decisions.
We mostly employ AI for practices like contextual targeting and campaign optimization, which we’ll break down in the next paragraphs.
Contextual targeting is the practice through which users are targeted based on the content they’re interacting with at the moment. With today’s new and strict privacy regulations, it has become one of the biggest trends in mobile advertising, since it allows marketers to target users efficiently without tracking their data in an intrusive way.
This specific genre of targeting users, is in fact not new to the market, but it has experienced a revival in today’s cookieless world, thanks especially to AI. Indeed, the fast-paced advancements made in the field of artificial intelligence have made contextual targeting about more than just keywords, expanding the AI-driven analysis to entire networks of content.
But how does this apply to AI for mobile advertising?
Apps are more complex than web pages, and therefore harder to analyze. Contextual targeting for mobile apps zeroes in on the app’s content and characteristics, such as category, topics, and themes.
Additionally, privacy issues are becoming more and more relevant with the latest regulations, mainly for iOS. Practices like that of lookalike audiences, which is the segmentation of users based on their personal data, will no longer be allowed. On the other hand, contextual targeting is able to guarantee privacy-friendly targeting, by only using data that are “contextual” to the app, the smartphone or the internet connection used.
Contextual targeting is not the only field where artificial intelligence can be of use: here at Mapendo we also focus on campaign optimization when employing AI for user acquisition.
Given its innate ability to process large amounts of data at a time, AI has proven to be a game changer in the marketing field, allowing marketers to make informed decisions based on performance.
AI algorithms analyze metrics like engagement, user behavior, and conversion rates, which are then optimized accordingly. This optimization can happen in real-time, since AI works relentlessly at monitoring and making adjustments in campaigns, switching targeting and bidding strategies in a continuous optimizing effort.
There are three big ways in which AI for mobile advertising is revolutionizing user acquisition campaigns:
- Segmentation. AI’s analysis of users’ journey inside the app, allows for effective audience segmentation, where each segment can be targeted as a single group. This analysis tracks user behavior and focuses on in-app post-install events.
- Performance. Predicting ad performance is paramount to maximizing the ROI of your mobile app campaigns, making room for adjustments along the way.
- Content. Content personalization based on AI is one of the best methods to generate engagement: ads can be tailor-made to each single user based on their previous interactions. Multi-page ads, which combine video and playable ads, are tested in different versions in real time and optimized based on performance.
All of these aspects are of course interconnected with one another, and they deliver the best results in terms of engagement and conversions when they work together.
In conclusion, the end of the AI trend for marketing campaigns seems to be nowhere in sight, if anything, it is growing stronger by the day, reeling in more and more marketers.
This article was of course just a quick overview of how Mapendo uses AI for user acquisition and the benefits it brings to our customers.
If you want to find out more about how we work with AI for mobile advertising on a daily basis, contact us now!
