Marketing | Mapendo Blog

Marketing

The State of Mobile Apps 2026

The aim of this article is to, therefore, share benchmark highlights for each of these categories’ success, such as mobile games’ high scale, rewards-based apps’ high registration rate and betting apps’ high-value users.

Cecilia Cavazzuti

How to Evaluate UA Partners to Grow Your App?

The present article explains how to strategically approach user acquisition for the most effective results. You will also find out more about partner evaluation, performance evaluation and effective strategies to put in place in order to support app growth.

Martina Sbrighi

CPI and CPA: When Does Each Deliver the Most Impact for Your App?

When is it best to use CPI instead of CPA? The following article offers valuable insight on the matter, heling you navigate mobile app install campaigns.

Martina Sbrighi

Why Incrementality Is Becoming Essential for User Acquisition

Discover the role of incrementality in marketing as a method to measure the real impact of user acquisition campaigns and to individuate which conversions would have happened even without the campaign. With the use of incrementality, marketers can identify which campaigns truly drive growth, optimize budgets, and adapt to increasing privacy restrictions, as well as overcoming the limitations of walled gardens.

Martina Sbrighi

The Four Most Effective User Acquisition Strategies for Sports Betting Apps

This article explores key strategies to improve user acquisition and engagement in sports betting and fantasy sports apps. It highlights the role of personalization, data-driven targeting, localization, and gamification in enhancing user experience and retention. It also examines the importance of user acquisition partnerships and CPA-based platforms in optimizing marketing performance and attracting high-value users.

Martina Sbrighi

Scaling Finance Apps: Unlock Incremental User Acquisition and Maximize Incremental Growth

Are you curious about ways to develop the full potential of your finance app? Mapendo has the solution that best suits your needs.

Martina Sbrighi

Offerwall Ads: How Can They Help User Acquisition

This article analyzes how offerwall ads function, explaining why they are increasingly effective, and offers practical guidance for integrating them successfully into user acquisition strategies.

Martina Sbrighi

CPI and CPA: the Combination That Best Suits Your App Growth Needs

CPA or CPI? Actually, one isn’t better than the other. The real question is how to successfully combine them.

Martina Sbrighi

The Role of Mobile User Acquisition in 2026: Trends and Strategies

Learn how mobile user acquisition works and expand your knowledge on the most effective acquisition channels, the fundamental role of AI and the importance of a solid user acquisition strategy.

Martina Sbrighi

Maximizing App Success: A Complete Guide to In-App Purchases

Discover how in-app purchases turn free users into high-value customers, explore real-world examples from top apps, and learn how data-driven strategies can maximise app revenue.

Margherita Rossi

Score the Best Deals: Black Friday 2025 essential shopping apps to download

Make your Black Friday shopping smarter, faster, and more rewarding- from price trackers to fashion and beauty essentials- all the app you must have in your smartphone

Margherita Rossi

User Acquisition 2025: AI, Creatives, CTV — or All of It?

This article explores how forward-thinking growth teams are using the combined power of artificial intelligence, advanced creative testing, and CTV campaigns to drive sustainable user acquisition — and why ignoring any one of these elements means falling behind.

Nurailym Adilkhan

CTV Advertising for Mobile Games: How to Drive Quality Users at Scale

As traditional advertising channels become saturated and less effective, mobile game marketers must find new, performance-focused ways to engage valuable gamers. In this article, we'll explore how CTV advertising can significantly boost your user acquisition strategy, enhance engagement, and deliver profitable, measurable results.

Nurailym Adilkhan

How to Run High-Performance Mobile Gaming Ads in 2025

In this article, we'll explore exactly what it takes to run highly effective mobile gaming ads that attract, engage, and convert gamers into loyal users.

Nurailym Adilkhan

How to Win in User Acquisition: 5 Must-Know KPIs for 2025

In this article, we'll explore five essential KPIs that will define user acquisition success in 2025—and why focusing on these metrics is crucial for marketers who aim to stay ahead of the curve.

Nurailym Adilkhan

Il mio tirocinio a Mapendo: esperienza nel team marketing

In questo articolo, Laura Podaru, studentessa dell’università di Bologna, racconta la sua esperienza di tirocinio nel nostro team marketing.

Mapendo Team

Vi racconto la mia esperienza nel marketing team di Mapendo

Giada D'Aloja, studentessa dell'università Alma Mater Studiorum di Bologna, ci racconta la sua esperienza di tirocinante curriculare all'interno del team marketing di Mapendo.

Mapendo Team

The State of Finance Apps 2025

This article discusses the state of finance apps in 2025, highlighting key categories and exploring emerging trends and essentials. It also serves as a guide, providing user acquisition strategies and emphasizing the importance of retaining users in the competitive finance apps market.

Giada D'Aloja

Best Finance Apps for 2025

Finance apps are digital platforms that enable both individuals and businesses to access, manage or gain insights into their finances, as well as make financial transactions. These apps have made financial services more accessible by offering a wide range of features, from mobile payments and transfers to budgeting and investment tools.

Laura Podaru

Mobile Ad Networks: How To Grow Your App

In this article, we’ll break down what Ad Networks are, how they work, and the different types available. You’ll also learn why they’re a powerful tool for growing your app, from smart pricing models to optimizing user acquisition campaigns.

Giada D'Aloja

Mobile App Trends 2025: Stay Ahead Of Innovations

In 2025, mobile apps will not only be smarter and more efficient but will also offer more immersive, personalized experiences. From the integration of artificial intelligence (AI) and the rise of augmented reality (AR) to the widespread adoption of 5G, these developments in mobile app trends will redefine mobile technology.

Alice Costa

Mobile Games Ads 2024: Monetization Strategies and User Acquisition Trends

Mobile game ads in 2024 represent a convergence of innovation, creativity, and strategic marketing. As the industry continues to evolve, it is essential for developers and advertisers to prioritize user experience and ethical considerations to ensure a sustainable and enjoyable gaming ecosystem for all.

Pietro Castellani

Mobile Games CPI Rates 2023: How to Stay Ahead of the Curve

In the world of mobile gaming user acquisition, advertisers are fighting to win the hearts and wallets of gamers everywhere. With the stakes higher than ever, the cost per install (CPI) has become the ultimate battleground. Let's dive into the world of Mobile Games CPI rates and find out what has changed.

Chiara Patrizi

Hyper Casual Mobile Games: Top KPIs To Achieve Success

In the last couple of years, hyper casual games have seen their fair share of ups and downs. After their boom during the pandemic, they declined in downloads in 2022. Despite this, the hyper casual mobile games market was valued at around USD 16.66 billion according to Market Reports World, leaving room for growth in future years. ‍But what are hyper casual games? And what KPIs matter to measure their success? Let’s find out!

Stella Saia

5 Examples of Successful App Marketing Campaigns for Mobile Games

Mobile games aiming for success need a good user acquisition marketing campaign. We will take a look at 5 examples of famous mobile games and see which creatives they use to acquire new users.

Carlo Indrizzi

Mobile Games CPI in 2024: Trends and Insights to Boost ROI

As the curtain goes up on the mobile game scene of 2024, revolution is in the air. Forget trying to rack up downloads, now it's all about CPI. Developers have a real shot at profitability and some serious ROI optimization, thanks to an accurate CPI for mobile games rate. With the power of CPI, marketers move through uncharted territory and enter 2024 victorious.

Viola Zannarini

6 KPIs To Measure The Performance Of Your Fintech App’s User Acquisition Strategy

Key performance indicators (KPIs), as their name implies, are crucial for determining how well your mobile app is working and how well you are applying your app user acquisition strategy. In the article we are going to take a closer look at fintech apps, and what are the specific KPIs that will help you build the best performing fintech app.

Mapendo Team

Cost Per Install By App Categories In 2024

With 2023 starting to wrap up and the mobile app marketing world getting more and more competitive by the hour, now more than ever it is fundamental to know everything about one of the most employed pricing model in the business, Cost Per Install, to get ready fo 2024. In this article, we will find more about the variations of Cost Per Install across different app categories.

Carlo Indrizzi

Best Mobile Games Ads: High-Impact Ads Across 7 Game Categories

Enter the dynamic realm of mobile game ads as we explore the primary gaming categories, encompassing immersive Interactive Stories, intricate Puzzles, and exhilarating Action games. Along the way, we'll examine popular games such as Genshin Impact and Candy Crush, shedding light on the mysteries of the mobile game world.

Viola Zannarini

App User Acquisition Cost: Key Insights For Mobile Growth

In the whole process of running a mobile app’s business, everything goes through the user acquisition activity; it’s fundamental to elaborate a user acquisition strategy, and its efficiency depends mostly on user acquisition cost. Every mobile app marketing goal is to achieve a positive ROI, ARPU and LTV: these are the metrics that express the success of your mobile app's business.

Pietro Castellani

How the Hell Do Free-to-Play Mobile Games Make Money? Everything You Always Wanted to Know About It (*But You Never Dared to Ask)

When app developers launch a free-to-play mobile game on the market, the real challenge is to face the multiple financial efforts that players may not see. Development costs can be high, and developers need to make the ends meet and find resources to guarantee a quality product while virtually ensuring that users will not pay to download the app they have crafted.

Elena Strappato

Best Mobile Games Ads that We Like

Let's jump into the mobile gaming world with some awesome examples of user acquisition campaigns. From "Royal Match" to "Gardenscapes" and "Candy Crush," we'll check out how these ads can tap into our emotions, making us want to install and get lost in these awesome gaming experiences.

Viola Zannarini

Black Friday 2024: Get Ready With These 10 Must-Have Apps

Black Friday is the ultimate shopping event of the year, and in today’s digital age, the right apps can make all the difference in scoring the best deals. In this article, we’ll highlight the top 9 apps you need to download before Black Friday 2024, ensuring you make the most of this shopping extravaganza.

Alice Costa

Clicker Games: Meant To Be Simple, But Still Captivating

Clicker games must not be overlooked in the mobile gaming world, as they offer a unique chance of entertainment thanks to their easy and relaxing features. Let's see some examples of this "clicker games" sub-genre of the incremental games category and understand the differences from idle games, with a final glimpse at a possible advertising strategy if you have developed your own clicker game.

Carlo Indrizzi

Playable Ads Beyond Mobile Games: 3 Successful Examples

Join us in this adventure as we discover the magic of playable ads! We'll explore how non-gaming apps use interactive experiences to grab people's attention, change the way they get new users, and totally transform the mobile app scene. The future of mobile ads is all about being creative and capturing users’ attention!

Viola Zannarini

Cost Per Install By Country In 2024

Mobile App Cost per Install is the price metric used in mobile user acquisition. Cost Per install changes by country obviously as mobile traffic price depends mostly on the platform and the country. Thus itt is always necessary to bear in mind that CPI varies around the world, so it becomes mandatory to know the disparity between different countries in 2024 in order to better adjust your budget.

Carlo Indrizzi

What is Affiliate Marketing?

Affiliate marketing is one of the hottest trends in online marketing today. But what is it exactly? There isn’t just one single and exact definition for “affiliate marketing”, but within the overarching category

Mapendo Team

Pay Per Install Networks: The Differences Between Programmatic And Affiliate

Pay per install campaigns play an important role in the promotion of mobile apps, especially mobile games, as they involve paying a publisher a fixed amount for each installation of an app as a result of the ad shown. This new procedure has helped many developers with the acquisition of new users and the growth of their apps.

Beatrice Bursese

Advertiser Vs. Publisher

Advertisers are the owners of offers and are ultimately searching for users to and on their content. Publishers, on the other hand, provide quality traffic who will eventually convert the offers on which they land.

Mapendo Team

Mobile App Marketing Plan in 2023: A Step-By-Step Guide

Have you ever wondered what drives you to download one app rather than the others that result in the app store? Overall, the apps that appear in the top search results in Google or Apple stores are more likely to be installed. They occupy that strategic position thanks to an accurate mobile app marketing plan which helps with the acquisition of users for apps.

Beatrice Bursese

5 App Marketing Strategies to Improve UA in 2024

Join us as we delve into the essential steps and cutting-edge techniques driving the most successful app marketing strategies today, empowering you to conquer the market and achieve unprecedented ROI."

Viola Zannarini

Mobile App Marketing Predictions For 2024: See What's Coming

In 2024, the mobile app marketing landscape is witnessing a profound transformation propelled by the rise of AI-powered solutions, influencer marketing and social commerce; also, the year 2024 heralds a significant shift towards an increased emphasis on user privacy and data security. As we look ahead to the future, the key to unlocking opportunities and driving sustainable growth lies in staying ahead of the curve: see what's coming for the future!

Pietro Castellani

App Marketing Campaigns Strategy: 6 Unconventional Techniques

Mobile app marketing strategy refers to the strategies and techniques used to promote a mobile application to potential users while driving app downloads and engagement. It is about interacting with customers and figuring out your potential to communicate effectively with them.

Beatrice Bursese

What Is User Acquisition (UA): 5 Tips to Run Effective App Campaigns

If your goal is to run a successful user acquisition campaign, this article is for you! For mobile apps to thrive in such a competitive market, carrying out effective marketing activities and advertising campaigns is essential. Here, we show you different key strategies that you can implement to achieve a long-term success.

Giulia Zonno

Cost per install (CPI) 2024: a mobile game case study

What we are going to do in this article is to share some data about our user acquisition campaign we’ve been running for a mobile action game. It’s the flagship title of a popular game developer, with a well-established user base. Therefore, the advertiser focuses its UA efforts on acquiring high-LTV users at a lower cost, thus reducing CPI.

Roberto Tranquilli

App Install Campaign Strategy: 3 Best Practices For Your App Campaign Optimization

Achieving excellent results in app install campaigns is not an easy task today, given both the fierce competition and the recent privacy-centric regulations that came with the release of Apple’s iOS14. That’s why it is necessary to put in place an effective app install campaign strategy.

Carlotta Pasqualini

Mobile Games Advertising: How Operating System and Geolocation Affect Mobile Games ROI

Discover the impact of Operating Systems and Geolocation on mobile games ROI. Understand the differences between Android and iOS, how geolocation influences advertising costs, and review ROI data for various countries. Gain valuable insights to enhance your mobile game marketing strategy. Check out the full article for an overview of these critical factors!

Giulia Zonno

Crafting An Effective Mobile Game Advertising Strategy: A Comprehensive Approach

Successful mobile game advertising strategies made by marketing managers rely on the ability of ads to create a connection with users. When it comes to selecting your mobile game advertising strategy there are several factors to handle in order to maximize advertisements' revenue, starting from choosing the right platform to defining the UA's KPI: here's a review for your mobile game advertising strategy

Pietro Castellani

Mobile Game Ads: 4 Successful Strategies To Get New Users

From understanding the fundamentals of mobile games ads to developing captivating creatives and implementing advanced targeting strategies, every aspect of the advertising journey plays a crucial role in achieving success in the mobile games business. Leveraging creativity, data-driven insights and strategic thinking enable advertisers to create compelling experiences that acquire new players.

Pietro Castellani

Mobile Game Ads: How To Build An Effective Advertising Strategy

If you are a mobile app marketer, you should get to know better the gigantic world of mobile game ads, which is one of the most effective ways to reach and engage your target audience. Mobile game ads are a powerful way to grow your app’s business in a competitive market. By choosing the right format, creating engaging creatives, and optimizing your ads campaign, you can reach millions of potential users, and they could become regular in-app purchases on their mobile devices in the future.

Pietro Castellani

CPI Campaigns: What Is Cost Per Install ?

When it comes to mobile user acquisition, app developers are more and more interested in employing Cost per Install campaigns. Check this link if you want to know more about CPI and learn why it has turned into one of the most widespread pricing models for user acquisition.

Giulia Bergamaschi

Metrics That Matter: How a Lower CPI Boosts ROI in Mobile Games

Advertising your mobile game is vital to get your potential users to know your product, however the current economic downturn is no help for the mobile game industry. The recession leads users to invest less and less money on mobile game apps, and this can be quite a problem for advertisers. For this reason it is necessary to get creative in order to find up to date strategies to boost mobile game profitability.

Chiara Patrizi

Playable Ads: The Secret Weapon To Boost ROI

Playable ads have emerged as a powerful tool in mobile game advertising, offering an immersive and interactive experience for users and represent a groundbreaking evolution in the world of mobile games ads, offering a unique approach to engage with potential players: explore with us how they're reshaping the realm of mobile games ads, captivating audiences like never before.

Pietro Castellani

The Best Mobile Games Ads for 2024

As we approach 2024, it's vital to acknowledge the importance of strong advertising campaigns for tackling new challenges and seizing opportunities within mobile app marketing. In light of this, here you will read about the best mobile games ads for this new year and have the chance to better know Mapendo’s ad technology for video and playable ads: Dynamic Ad Units.

Giulia Zonno

In-App Purchases Optimization: UA Strategies To Boost Your App Revenue

The continuous refinement of targeting approaches and integration of advanced technique to data-driven optimization are essential for staying competitive in the ever-evolving mobile app landscape. Understanding the intricacies of in-app purchases is integral to crafting an effective mobile app user acquisition strategy that not only attracts new users but also nurtures them into loyal, high-value customers.

Pietro Castellani

Mobile App Marketing: A Comprehensive Guide To Grow Your App In 2022

Mobile app marketing includes marketing campaigns specifically designed for app users, aimed at acquiring them, improving their engagement, retaining them and monetizing. By developing an overall and coherent app marketing strategy, advertisers and app developers can grow their user base and eventually generate revenues from their users.

Mapendo Team

3 Reasons Why Mobile App Marketing Is Key To Growing Your User Base

Our grasp of mobile app marketing in 2022 has been significantly improved by the inevitable growth in mobile app usage. Advertisers now implement app install campaigns to target high LTV users through highly targeted ads, as well as applying creative app marketing tactics to connect and engage with potential users.

Mapendo Team

The Best Mobile App Marketing Strategies That Will Drive Growth In 2023

It is beyond dispute that, nowadays, it is becoming more and more difficult to stand out among all the apps available on Google and Apple app stores, and the key to dominating the world of Mobile App Marketing is building up a successful optimized strategy.

Mapendo Team

Mobile App Marketing Insights: Multi-Creative Optimization in the Post-ATT World

Since the release of Apple’s iOS 14 in 2021, the world of mobile app marketing has changed. Indeed, working with a small amount of data available, it has been necessary to rethink the whole creatives framework and develop innovative creatives tools such as multi-creatives optimization. This new testing solution has proven to be an efficient and rewarding strategy for marketers to adjust to the privacy-ruled creative framework.

Elena Strappato

CPA App Campaigns: The Golden Ticket for Advertisers in Mobile App Marketing

Are you tired of spending your advertising budget on clicks and impressions, only to see little to no results? Well, fear not, because that's where CPA comes in. The cherry on top is that with CPA campaigns, you don't have to worry about wasted ad spend on users who don't actually engage with your app. So, let's talk about why CPA is so important and the advantages it brings to the table.

Chiara Patrizi

Pay per Install

Pay per install campaigns have become a popular method since a few years for app developers to drive growth and gain new users for their mobile apps. These campaigns work by making users install an app as a result of showing ads. The app developer pays a set amount for each successful installation, hence the name "pay per install."

Lorenzo Viscanti

Promote Your App: How to Use Targeting and Retargeting to Get it Right

However obvious it may look, targeting and even retargeting operations are two essential abilities you cannot do without if you want to improve your app. This article will bring you up to speed with all you need to know about it.

Elena Strappato

How to Promote Your App: Our Strategy in 4 steps for Your 2023’s Mobile Advertising Campaign

“Mobile app promotion” refers to all mobile marketing strategies aimed at bringing new users to your product. If you want to promote your app effectively by scaling up the volume of users, both paid and organic activities do it for you.

Elena Strappato

App User Acquisition Cost: 4 Essential Pricing Strategies

In 2024, just winning new users for your app is not enough anymore. App developers are focusing more and more on acquiring high-quality users through cost-effective user acquisition campaigns: the goal is obtaining satisfactory results without wasting any resources in terms of time and money. That is where the importance of user acquisition costs comes in.

Stella Saia

How To Master The Perfect Mobile User Acquisition Strategy

Mastering the intricacies of a mobile user acquisition strategy is not merely a necessity but a strategic imperative in today's digital world: From identifying the target audience to choosing the most effective channels and optimizing towards strategic KPIs, every aspect of the acquisition process plays a pivotal role in driving sustainable growth and success.

Pietro Castellani

Advertising Games in 2024: 4 Ad Creatives Examples

Explore the dynamic world of game development and discover how advertising games have become a strategic revenue approach, seamlessly integrating ads for a non-disruptive player experience. From the effectiveness of various ad formats to successful examples like My Perfect Hotel, Royal Match, Angry Birds 2, and Gaminator, delve into the key insights shaping the future of mobile app marketing.

Giulia Zonno

Mobile App Launch Strategy: Pro Tips to Scale New Users

The marketing process is probably one of the most challenging aspects of the app creation process, followed by design and development. All are decisive steps for any mobile app launch strategy and user acquisition campaign. This article aims to insist on fundamental marketing moves for your mobile app launch strategy and user acquisition so that you can get off on the right foot.

Elena Strappato

What Does It Take to Develop a Successful App Marketing Campaign ? 7 Tips to Grow Your App

Developing and executing a successful app marketing campaign is crucial for ensuring that your app reaches its intended audience and gains traction in a highly competitive app marketplace. However, achieving success in app marketing requires careful planning, strategic execution, and continuous optimization.

Roberto Tranquilli

In-App Marketing Strategies for Your 2023 Campaign Optimization

In 2023, the number of app downloads is expected to grow up to 299 billion. In such a highly competitive business, app developers cannot but rely on advertising strategies and in-app marketing activities to bring out the best in their products to acquire new users and win the competition. For this reason, and for you to emerge, finding the most effective in-app marketing strategy for user acquisition campaigns and investing in campaign optimization will be of crucial importance.

Elena Strappato

In-App Ads: How To Optimize Your User Acquisition Campaign

As mobile app usage keeps increasing, in-app advertising has become a crucial strategy for companies looking to reach and engage their target audiences effectively.‍ Find out more in this article!

Giulia Bergamaschi

User Acquisition Campaigns For Mobile Apps: Strategies, KPIs and Optimization

App developers have replaced brand marketing activities with OTT (over-the-top) advertising campaigns, especially user acquisition campaigns. But why are they gaining so much popularity? Find out in this article!

Giulia Bergamaschi

The Ultimate Guide To New Trending KPIs: How ROAS and CPA Have Been Replacing CPI In Mobile User Acquisition Campaigns

Over the past year, app developers have started prioritizing other key performance indicators (KPIs) with respect to the ones that were trending before. Click here if you want to find out why CPI has lost its appeal and how to leverage ROAS and CPA to improve your campaign and keep track of its performance!

Giulia Bergamaschi

Holiday season for shopping apps in 2024: latest trends and benchmarks

Holiday season represents one of the most profitable times of the year for shopping apps. In this article we will explore the latest trends about shopping apps ahead of the holiday season and its impact on user acquisition activities, as shown by a success story from the past.

Roberto Tranquilli

Mobile Games Trends in 2024: Unveiling the Future in 7 Steps

As we approach 2024, the gaming industry prepares for transformative trends that will bring innovation and exciting developments in players' and developers’ lives. In this article we offer you some anticipations about 7 key mobile games trends in 2024!

Giulia Zonno

Hyper-Casual Games: Best Practices For An Effective UA Strategy

The mobile gaming industry is rapidly expanding worldwide, this burgeoning growth has inevitably led to the development of a large number of game categories, such as strategy games, casino games, hyper-casual games and many others. In such a competitive industry, advertisers’ challenge is to stand out and reach the top position in the search pages. However is not an easy task, especially without a well-structured User Acquisition strategy.

Chiara Patrizi

The Ultimate Guide to Mobile Game Ads in 2024

Mobile game ads serve as a means to achieve both goals, by offering users free access to games while generating revenue through ad placements. To ensure that mobile game ads are effective, developers must consider the preferences and behavior of their target audience.

Roberto Tranquilli

Mobile App Conferences & Events 2024

Mapendo is planning to attend multiple mobile app conferences by the end of 2024, we’ve listed here the most important mobile app events taking place in the upcoming months. So, mark your calendars and let us know which conferences you’re going to attend and we can hopefully get in contact!

Mapendo Team

AdAttributionKit vs SKAdNetwork

AdAttributionKit and SKAdNetwork are useful tools to obtain accurate mobile app attribution. AdAttributionKit is a new model introduced to solve some of the problems presented by SKAdNetwork and add essential features to obtain improved data. Find out the difference between the two!

Giulia Bergamaschi

Why Ad Networks Are Essential To Boost Your ROAS

Marketers are increasingly choosing ROAS (return on ad spend) as the ultimate goal for their UA campaigns. Leveraging ad networks can significantly enhance your ROAS, but it requires a strategic approach. Find out how to boost your ROAS with ad networks!

Giulia Bergamaschi

The Benefits Of Ad Networks For Your UA Campaign

An effective way to tackle the challenge of effectively reaching and engaging your target audience is using ad networks to connect advertisers with publishers.This article explores the various benefits ad networks can offer and shows you how to leverage their potential!

Giulia Bergamaschi

How To Choose An Ad Network For Your UA Campaign

Ad networks represent a bridge between advertisers and publishers and are necessary for marketers to reach their audience and for publishers to earn fair revenues for their ads. Keep reading if you want to find out what factors you should consider when choosing an ad network for your UA campaign!

Giulia Bergamaschi

eCPI: Key Differences Between Gaming And Non-Gaming Apps

eCPI is a marketing metric standing for ‘effective cost per install’. It significantly differs between gaming and non-gaming apps due to several factors influencing user acquisition strategies and market dynamics. Find out the main differences by clicking here!

Giulia Bergamaschi

How Mapendo Aims To Leverage And Optimize ROAS For Your UA Campaign

In the past few months ROAS has been replacing CPI as the preferred KPI. That's why Mapendo is turning to ROAS and choosing quality over quantity to ensure an effective campaign optimization for our clients. Find out how!

Giulia Bergamaschi

How To Optimize Your CPI Campaign Towards In-App Events

App developers' purpose is to obtain high-quality users who can increase their ROAS and make their campaign successful. That’s why your CPI campaign requires optimization towards in-app events, which will encourage users to carry out actions inside the app.

Giulia Bergamaschi

CPI Optimization: Proven Strategies To Significantly Improve Your Campaign’s Performance

Cost per install (CPI) optimization is a key step you should not take for granted after launching your mobile advertising campaign. There are several ways in which app developers and marketers can optimize CPI. Find out what strategies you can implement to optimize your campaign!

Giulia Bergamaschi

CPI Campaigns: 3 Major Benefits Of Running CPI To Grow Your App

CPI campaigns offer numerous benefits ranging from reducing the risk for advertisers to creating buzz around your app. Moreover, compared to other pricing models, CPI is proving to be more effective and less expensive, turning it into the most convenient cost model available. Find out why!

Giulia Bergamaschi

UPDATE - Mapendo Job Posting

We’re writing this statement in order to let you all know that we’re NOT looking for a digital specialist and we’re NOT reaching out to people via whatsapp or any other channel offering job contracts.

Mapendo Team

AI To Power Your Mobile Advertising Efforts: Mapendo's UA Platform

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, and mobile app advertising is no exception to the trend. But in exactly which ways does AI for mobile advertising or AI for user acquisition work? ‍Let’s find out!

Stella Saia

What Is Programmatic Video Advertising: Strategies, Benefits And Latest Trends

As brands navigate the ever-evolving landscape of digital advertising, understanding the power and potential of programmatic video advertising is crucial for staying ahead in the market: by harnessing the capabilities of data-driven automation, advertisers can deliver targeted messages to specific audiences, optimize campaign performance in real-time and drive greater ROI.

Pietro Castellani

IAP And IAA: What is Netflix’s New Dilemma?

After two years since landing on the gaming market, Netflix records its first big success with the Grand Theft Auto trilogy. ‍The games' huge popularity may very well push the streaming platform towards introducing IAAs and IAPs in their apps. Find out why in this article!

Stella Saia

4 Mobile User Acquisition Strategies to Boost Your App's Growth

User acquisition is a crucial aspect of app growth. Without a solid user acquisition strategy, your app may remain unnoticed in the sea of apps available in the app stores.

Roberto Tranquilli

DSPs For App Marketing Campaigns: Everything You Need To Know

In the last decade, DSPs have been increasingly employed in app marketing campaigns, and proved efficient. As independent platforms, they work as a centralized hub connecting multiple sources of traffic through a single interface, making ad buying much more accessible. ‍But this is just one of the many advantages of relying on these platforms for your app marketing campaigns: let’s dive in into some more of the benefits of this practice!

Stella Saia

Mobile Ad Networks in 2024: Everything You Need To Know

Mobile ad networks have revolutionized the advertising industry by providing advertisers with a powerful platform to reach their target audiences effectively.These networks utilize sophisticated algorithms and real-time data analysis to deliver tailored advertisements, maximizing engagement and conversion rates. Explore the intricacies and opportunities of this pivotal advertising ecosystem in our comprehensive guide.

Pietro Castellani

Pay Per Install Networks: The Best Ally To Your UA Efforts

When working with PPI (Pay per Install), partnering with a pay per install network is always a good idea. In fact, PPI networks generate traffic, which is the most important element of pay per install campaigns, regardless of the app marketing costs model employed.

Stella Saia

How to Optimize UA Budgets Allocation In Mobile Advertising in 2024

optimizing user acquisition (UA) budgets in mobile advertising is a multifaceted endeavor that requires strategic planning, data-driven decision-making and continuous optimization. Marketers around the world can make informed decisions about budget allocation and prioritize resources towards acquiring high-value users, monitoring campaign performance in real-time and making data-driven adjustments to optimize ROI.

Pietro Castellani

Why Mobile Attribution Matters: Everything You Need To Know In 2024

Mobile attribution is directly responsible for the growth of your app and not something to overlook. By matching touchpoints like clicks and impressions to app installs and in-app events, mobile attribution offers us an insight into the user’s journey and on how to more accurately predict future interactions.

Stella Saia

AI Marketing: How To Boost User Acquisition ROI For Mobile Games

ChatGPT and artificial intelligence were all the rage in 2023, growing exponentially in users thanks to easy accessibility, and their popularity shows no sign of decreasing.‍ In this article we’ll explore how AI can be applied to marketing, with an in-depth study of its potential role in mobile games user acquisition campaigns.

Stella Saia

User Acquisition For Mobile Games: 6 Strategies To Boost Retention Rate

In the ever-evolving world of mobile gaming, mastering user acquisition strategies to maximize retention rates emerges as the main step for developers striving for enduring success; by employing a strategic approach that encompasses personalized onboarding experiences, enhanced App Store Optimization (ASO), data-driven targeting, engagement-driven ad campaigns, influencer partnerships and community building, developers can maximize retention rates and drive sustained growth in user acquisition for mobile games.

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What Are Playable Ads? 3 Benefits Of Interstitial Banners For Users Acquisition

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2024’s Top Mobile App Events: Mark Your Calendars!

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