An interesting article was published recently in VentureBeat magazine, about accurate targeting and its consequences on mobile app monetization. The article’s writer mentioned that more than 80% of time people spend on mobile devices in U.S. is dedicated to apps. According to the writer’s claim, there is no reliable way to measure and target the mobile advertising on apps. for more info: http://www.mobuppsblog.com/content-type/commentary-articles/dealing-with-accuracy-problems-in-mobile-apps-targeting/

1. Dealing with Accuracy Problems
in Mobile Apps Targeting
Mobupps by Webmedia

2. An interesting article was published recently in
VentureBeat magazine, about accurate
targeting and its consequences on mobile app
monetization. The article’s writer mentioned
that more than 80% of time people spend on
mobile devices in U.S. is dedicated to apps.
According to the writer’s claim, there is no
reliable way to measure and target the mobile
advertising on apps.

3. The common way to target advertising is
Cookies – it works on desktop and also on
mobile apps, but not so well as you may think.
The article claims that cookies don’t work well
acrossmobile environments. Nowadays, users
shift many times a day between mobile app
and mobile web environments and also use
multiple devices (desktop, tablet, smartphone
or even smart watches).

4. The fragmentation leads to some limitations of
cookies, so they are not the best way to target
users in the mobile era. Moreover, campaign
based on cookies has problems with tracking
conversions and optimizing ad campaigns.
Only 60% of the targeting based on cookies is
accurate, according to a research.

5. The Consequences for Advertisers
There are crucial consequences for advertisers when their
advertising is not accurate enough: Erosion of the
brand among potential audience, leads to many
exposures but low CTR because there is no interest for
the user to click on the ad. This can lead to negative
awareness among the relevant audience and
irrelevance.
In addition, the inability to reach the appropriate
audience usually results in less downloads through
advertising, as well as less organic downloads. In other
words – less income from users.

6. Is it Possible to Rise the Accuracy of
Mobile App Advertising?
It is possible to rise the accuracy of mobile app
advertising by using the right creative for
users depending on their status. For example,
those who’ve never downloaded the app,
those who downloaded it and didn’t use it
and so on. It is also possible to make re-
targeting, that identify the status of the
consumer and send him a creative based on
his condition.

7. In addition, it is recommended to refresh your
creatives once a week. Users that have not yet
downloaded the app will not ‘get tired’ from
your banner or ad if you do so. You must be
creative to constantly innovate and make the
product attractive. In the bottom line –
precision will lead to results.

8. How does Mobupps Deal with the
Problem?
Here in Mubupps, we create banners from our
own, using a unique studio. We specialize in
targeting in general and social media in
particular. We have the ability to reach the
deepest resolutions in targeting and finding a
suitable target audience for our products.
Another point is matching the creative to the
type of device – for example: mobile device,
tablet or smart clock.