Mobile Advertising: Top Tips For A Successful App Install Campaign 2022

Mapendo Team
August 8, 2022
Mobile Advertising: Top Tips For A Successful App Install Campaign 2022

Mobile advertising will continue to be a crucial component of all marketing initiatives in 2022 and beyond. Mobile advertising offers advertisers a direct route to smartphone users in the target market. 

What is mobile advertising?

Mobile advertising is essentially a part of mobile marketing using traditional techniques and strategies to collect data. Consumer profiles, demographics, routines, tastes, and other information are encompassed within this definition of mobile advertising. Mobile advertising is a tool for app's growth because it helps grow your app user base.

As stated by Mobileads, mobile advertising can occur as text-based ads, banner advertisements, videos or even as mobile games.

When it comes to marketing advertising, the development of mobile advertising has been revolutionary. According to reports, its benefits include: increased customer engagement rates, is cost-effective, personalized client connections, and is social media friendly.

Why you need mobile advertising to grow your app

The reach of conventional mobile advertising like static desktop messaging and television adverts has significantly decreased. By the end of 2017, more than 22.2 million adults in the US had cut the cord and switched to streaming services instead of the country's traditional commercial-based cable.

These same customers are also using their phones and tablets more frequently than their desktops and laptops to access the internet. Mobile devices now account for the bulk of digital media consumption, overtaking laptops in terms of daily screen time, according to a MetrixLab survey.

How does mobile advertising work?

Choose your app growth goals

Selecting the specific goals that you want to achieve with your mobile advertising is key to a successful app install campaign. With the number of available apps for download from the world’s leading app stores totaling over four million, enterprises know all too well that a meticulous marketing strategy is the only way to stand out in today’s app market. Identifying a target audience, knowing how to reach them, communicating with them, and evaluating their in-app activity to make continual adjustments as users travel through the acquisition funnel are all necessary for mobile advertising. 

Know your target audience

Knowing who is looking at your mobile advertising is crucial. You only want relevant users to see your mobile advertising, otherwise your efforts will be wasted. By targeting your mobile advertising using location, search history, or any other information you have access to. This raises the likelihood that the folks who really need what you're selling will discover it. Also keep in mind that mobile web page browsing is significantly less common than app usage among users of mobile devices.

Integrate with MMPs

A mobile measurement partner, or MMP, can be defined as a third-party company that provides help to app advertisers for collecting app data, measuring campaign performance and attributing results to different marketing channels and media sources. Integrating with MMPs,such as Appsflyer, Adjust and Singular allows you to track your users’ activity and assess your mobile advertising performance.

Produce your creatives

There are plenty of different types of ad formats within the scope of mobile advertising:

  1. Display ads: visual ads that deploy while an app or mobile web page is in use. Display ads typically have text, static graphics, rich media, video, and even audio.  Banner advertising, MRECs, and interactive animations can all be categorized as mobile display ads.

  2. Banners: The static ad units that are placed at the top or bottom of mobile screens are called mobile banner ads (standard banners). Full-screen banners that take up the entire screen of mobile devices are a common component of in-app banner advertising.

  3. Video ads: The best engagement rates are achieved by mobile video ads. Pre-roll and mid-roll mobile ads from Insteam occur before the mobile video ad begins, mid-roll ads appear throughout the video, and post-roll ads display immediately following the video.

  4. Native ads:; Mobile native ads include textual or video ads that imitate the look of the editorial content of the app. Mobile native ad is not perceived by the user as a direct advertising, which increases the user loyalty.

  5. Interstitials: Full-screen banners known as interstitial advertising are displayed in between game stages. With SDKs, interstitial mobile advertising can be incorporated into the script of the program. Before the time span that ensures the immersive user experience finishes, mobile interstitial banners cannot be closed.

    Playable ads: These are interactive demos of the game that is displayed as an ad unit on mobile devices. Playable advertisements are excellent for promoting mobile games because they often last between 15 and 60 seconds. To learn more about creatives don't miss our guide here

Select your mobile advertising partners

What kind of mobile advertising can you provide? There are many different sorts of mobile advertising partners, but some of the most well-known ones are as follows:

  1. Self-serve platforms: Self-Serve advertising platforms give marketers access to digital tools so they may start and improve ad campaigns, get thorough reporting, and target various populations. Examples include Facebook and Google.

  2. Affiliate marketing networks: By offering a choice of alternatives and all the tools required to execute campaigns, an affiliate network assists online and app publishers in making money from their inventory (tracking links, creatives etc.). Payment processing, ad tracking technology, reporting tools for advertising campaigns, and access to a sizable publisher database are just a few of the advantages and services that affiliate networks offer to advertisers.

  3. Mobile ad networks:  The supply, which is represented by publishers, and a supply side platform (SSP), which aggregates mobile inventory across tens of thousands of publishers, make up the two main components of the mobile advertising market landscape. A demand side platform (DSP), on the other hand, presents the demand and enables advertisers to run mobile advertising on publishers' desktop or mobile inventory.

    Therefore, a mobile ad network's role is to act as a bridge between these two points in the value chain, moving inventory directly or indirectly by reselling or re-broking it.

    DSPs for mobile programmatic advertising: Demand side platforms, is an operating system which lets advertisers buy digital advertising with a completely automated process and enables advertisers to buy optimized advertising space.It is a powerful tool for mobile app marketing automation. It is a software that allows an advertiser to buy advertising with the help of automation.

Choose your pricing model

Choosing the right payout model is the key when working for such a goal and for your app campaign optimization.

CPI stands for Cost Per Install, meaning that through this payout model, the advertiser pays the DSP (Demand Side Platform) or other media sources whenever a user installs and opens the app for the first time after having engaged with a given ad, published by marketers. With the CPI model, it is easier to scale the installs’ volume, making CPI models especially suited to grow the app user base and increase the visibility of the app.

With CPA (Cost Per Action) model, the advertiser pays the DSP or other marketing partners a fixed price only when users perform an in-app action, selected by the campaign advertiser, such as a subscription or purchase, driven by the ad. The CPA payout model is mostly used in those app install campaigns that aim at acquiring high-quality users, rather than simply enlarging the app user base.

Monitor and optimize: Setting specific objectives and regularly reviewing your key performance indicators (KPIs) gives you the chance to pinpoint the key benefits and drawbacks of your mobile advertising strategy, comprehend the preferences of your target market, establish a solid online reputation, and adjust your mobile advertising strategies in line with market trends.


9 out of 10 mobile marketers use mobile advertising running their ad campaigns as mobile ad formats help to increase the engagement rate alongside ad revenue.  Smartphones are effectively an extension of your customer, which means they are involved in more activities and spending more time looking at their screens. 

Understanding why mobile advertising is important is only the first step in embracing this strategy. Head on over to our daily blog to find out more.