New in Mobile-First Performance Marketing

T-Mobile Advertising Solutions and FeedMob have partnered to help growth marketers reach high-value audiences with greater precision—and deliver results that matter. Through this exclusive partnership, mobile performance marketers gain access to high-impact inventory designed to drive measurable growth.

What This Means for Marketers

• Massive Reach: Access millions through T-Mobile’s premium, brand-safe inventory.
• Performance-Driven: Run campaigns across T-Mobile Tuesdays, the App Install Suite, MetroZone, Mobile Web, and Retail Media.
• Optimized Outcomes: Drive to your CPI, CPA, ROAS, and retention goals with real-time campaign optimization.
• First-Mover Advantage: Test beta formats early, leverage geo-contextual targeting, and launch scalable, on-target campaigns.

The Proof Is in the Performance

Traditional UA channels can only take growth so far. That’s why a top global gaming company partnered with FeedMob to access exclusive inventory through T-Mobile Tuesdays—a rewards program connecting brands to millions of engaged mobile users.

The campaign delivered strong incremental performance, with retention and ROI that beat every other media partner in their mix. Overall, the global gaming app achieved 31.5% Day 30 ROAS, outperforming industry benchmarks—clear evidence of what this collaboration can deliver.

Read the full case study here.

Get Started Today

Ready to test new performance-driven opportunities?

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What is Incentivized Media?

Incentivized media rewards users for specific actions, such as:

• Offerwalls: Users complete offers like app installs or sign-ups to earn rewards, driving installs and actions like account creation.
• Incentivized App Installs: Users receive points or virtual currency for downloading apps, promoting app discovery.
• Pay-to-Play: Users earn rewards for making in-app purchases, particularly effective in games offering virtual goods.
• Cashback Offers: Users get a percentage back after purchases, fostering loyalty.
• Time-Based Rewards: Users are rewarded for spending time in-app, increasing engagement and session length.

Advantages

• Rapid Growth: Quickly scales installs or sign-ups, ideal for new app launches or seasonal promotions.
• Guaranteed Engagement: Users engage with ads to receive rewards, increasing brand recall compared to banners.
• Higher Install Rates: Incentivized media boosts installs, improves app store rankings, and encourages deeper actions like purchases.
• Cost Efficiency: High engagement and scalability make it cost-effective, maximizing ROI while supporting broader growth strategies.

Challenges

• Low User Quality: Some users engage just for rewards, requiring advertisers to target high-intent users. To address this, advertisers can target high-intent users and environments that encourage meaningful actions.
• Lack of Down-Funnel Actions: Users might not engage beyond basic actions, but tiered rewards can drive deeper behaviors. To combat this, advertisers can align incentives with valuable milestones, such as completing a purchase or subscribing. A tiered reward system can also sustain interest, offering smaller rewards for initial actions and larger rewards for more valuable behaviors.
• Fraud Risks: Fraudulent activity, such as fake installs, can skew metrics, making anti-fraud measures essential. Working with trusted partners who employ anti-fraud measures is crucial to ensure campaigns reach real, engaged users.
• Attribution Challenges: Measuring long-term user value requires advanced attribution tools to track post-install events; a collaboration with technical partners skilled in tracking these metrics.

Tips for Success

Incentivized media, when strategically managed, can drive significant growth. By understanding its strengths and challenges, advertisers can leverage it to meet their goals effectively. Some of the tips we usually share with our clients include:

• Offering appealing rewards like cash back or discounts.
• Integrating incentivized media with other channels for balance.
• Leveraging advanced analytics and post-install tracking to measure results.
• Ensuring they partner with experts to optimize campaigns and ensure success.

For advertisers looking to incorporate incentivized media into their mobile growth strategy, partnering with a performance marketing expert like FeedMob can make all the difference. FeedMob has extensive experience in scaling incentivized campaigns for some of the world’s largest apps. With a clear understanding of both the strengths and challenges of this advertising format, advertisers can use incentivized media as part of a holistic mobile growth strategy to achieve meaningful results. Talk to us today for a complimentary consultation on how incentivized media can help drive your next campaign.

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FeedMob is Samsung’s preferred channel partner. We’ve teamed up to give advertisers a gateway to one of the most valuable brands in the world. Performance teams can reach a highly sought-after audience through sponsored on-device push notifications and featured placement in Samsung’s Galaxy Store. Users must opt in to receive promotions from Samsung, resulting in high engagement.

With performance-based pricing — based on either CPI or CPA — and the flexibility to pause at any time, advertisers can confidently test premium inventory and have confidence in reaching their targets. The partnership gives FeedMob clients access to more than 117 million devices in the U.S. in addition to critical money-saving advantages. Attribution is done through your MMP and is click-through-based; this drives confidence in the incrementality.

Samsung is the world’s number one Android device manufacturer, with over 50% market share. One in four Americans has a Samsung phone. FeedMob offers complete campaign management across Samsung campaigns to ensure that our clients get the most out of their investment. Additionally, we handle app updates and creative management, providing a hassle-free experience.

Featured Case Study

Of course, at FeedMob, our focus is always on results, and thanks to our clients, we have already been running the Samsung partnership with impressive outcomes. For instance, when a cash-back rewards app approached us about finding new mobile ad inventory to meet aggressive CAC targets, we knew it was time to test the Samsung partnership.

The app’s user journey requires users to sign up and make a real-world purchase—such as buying a grocery store item—before providing proof of purchase to get cashback rewards (the main conversion event). Our team leaned on Samsung’s exclusive partnership to achieve an aggressive CAC for a complex user journey.

Long story short, it worked!

We were able to lower the registration CPA by 50%. We also adjusted messaging and promo codes to reduce the CAC by 47% for the client’s second conversion event. The client continues increasing the investment with FeedMob to maximize the impressive performance (which you can read more about here).

Samsung’s access to its audience, strong ad engagement, and performance-based pricing make it a great fit for a wide variety of apps looking to find new users.

Want to learn more about how this exclusive partnership can drive growth for your app? Contact us today!

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What is Rewarded Play?

Rewarded Play is exactly what it sounds like; app users are rewarded for playing or engaging with an app. Essentially, players are rewarded for their time playing a game, usually with in-app currency, special items, or other meaningful rewards. This dynamic encourages users to return frequently, and often, the more time a player spends in a game, the more rewards they collect. Increasingly, other types of apps are finding ways to apply the idea behind rewarded play to non-gaming apps.

Pros and cons of Rewarded Play

While Incent Traffic and Rewarded Play are intrinsically linked, they are different. Incent Traffic encourages user acquisition but can have lower retention rates. Rewarded play is all about driving engagement and retention in the long run.

Tips for being successful with Rewarded Play

Here at FeedMob, we fundamentally focused on user acquisition. Still, mobile marketers increasingly know they must back up their UA efforts with a retention plan to ensure their UA dollars go further. For many apps, rewarding users for their engagement is the answer.

Rewarded Play in games is now commonplace — mobile gaming apps that don’t use this tactic do so at their peril. However, other types of apps can use this same tactic creatively. Imagine you operate a food delivery app, and are seeing that your retention rates are low. Users download the app in a time of need and then forget about it for weeks or months until they need take-out delivered again. You could use the digital equivalent of a loyalty card, giving users a free order — or even just a discount — for making five orders within a given time.

Success with this tactic is all about the rewards. What will you offer your users to keep them coming back? How often will you offer specific rewards to find the balance between driving engagement and giving away the store? Experimentation will give you the answers to these questions — or you can seek help from the pros to find out what’s working for other app developers. If you want to learn more about Rewarded Play give us a shout.

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What is an Incent Ad Network?

Incent Ad Networks are ad platforms that sell incentivized inventory, where users are rewarded for completing an ad action. In other words, they are the ad networks serving you the rewarded ads in your favorite game. There are typically two types of ads. First, there is the traditional offer wall, which rewards users for installing or completing an action in the app, but the reward is generally external to the app. On the other hand, there are rewarded videos that usually give users in-game currency (or another in-app reward) for watching or interacting with an ad shown within the app.

Pros and cons of incent traffic

Rewarded ads have one major advantage: they are very popular and effective. Udonis reports that 76% of mobile gamers in the U.S. prefer opt-in rewarded video ads over interstitial ads. Perhaps even more importantly, players who watch rewarded video ads are six times more likely to complete in-app purchases.

However, rewarded ads don’t lend themselves to every app category. While they work great for gaming apps, and we have had great success with fintech apps and incent campaigns, they are not always a fit for every app. Typically, you need to be able to offer the user a reward, like a free first ride or $50 for setting up a direct deposit.

Tips for being successful with incent campaigns

We have found that the objective of a campaign typically matters more than the app’s vertical when running an incent campaign. For instance, when installing volume or driving up app store rankings is the priority, incent campaigns can be an important part of your toolbox. (Check out this case study for details on how we drove a 365% increase in click-to-event conversions.) Meanwhile, ROAS and LTV tend to be lower for down-funnel metrics for offer wall campaigns. Generally, though, rewarded ads offer a good balance between low CPAs and decent ROAS.

Want to learn about how incent can be part of your media mix? Contact FeedMob today.

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What is O+O?

O+O partners are direct app publishers that own and operate their properties and sell their own ad inventory. For example, Google owns and operates its apps that show users ads, but so do The New York Times and many gaming apps.

Pros and cons of O+O

Advertisers who choose to diversify their media mix to include O+O find that it allows them to be incredibly targeted with their buys. Again, this owes to the diversity of offerings as well as the rich first-party data that the app owners have. Meanwhile, in-app inventory allows for a wide variety of ad types, from banners to pop-ups to videos. Last but not least, O+O typically offers clean and trusted traffic, making it a safe buy for most brands.

On the flip side, the reach of any individual O+O channel is inherently limited to the publisher’s network. Depending on the size of that reach, it may or may not fit an individual app marketer’s needs.

Tips for being successful with O+O

Our data shows that O+O is among the most popular supply types for our clients. Why? In addition to the pros we listed above, the contextual nature of the experience allows advertisers to find new users when they are likely to take action. We have found that the contextuality of O+O is especially valuable for clients looking to expand into new markets or double down on user groups where internal data analysis finds high value.

Typically, O+O channels are SKAN compatible, and it’s becoming increasingly clear that pairing SKAN data and MMP data improves campaign outcomes. For this reason, we highly recommend running them alongside one another. And with that recommendation comes FeedMob’s hearty endorsement of O+O as a valuable supply type for advertisers who know who their users are and where to find them.

Want to learn about how O+O can be part of your media mix? Contact FeedMob today.

The post The Mobile Marketer’s Guide to Owned and Operated (O+O) Media appeared first on FeedMob.

SKAN and MMP integration success stories

Like many apps, one of our food delivery clients shut down iOS spending in 2021, but we eventually convinced them that testing SKAN — and comparing it with their MMP data was the best way to proceed. This particular client uses Singular, and so when the partner receives the SKAdNetwork postback from Apple, it forwards the postback to Singular. Once the MMP receives the SKAdNetwork postback, it will decode the conversion value and display the data as decoded events in the Singular dashboard. Instead of showing a numerical value, we see the event names, such as signup or first order.

The number of clients tip-toeing back into the iOS campaign waters continues to grow. Recently, one of our fintech clients began a push to throw more budget and resources behind SKAN. We have used the client’s first-party data to validate events — which means we avoid view-through attribution (VTA) — and the results have outperformed many of our other clients’ iOS campaigns.

If you still need more convincing, check out this article about how Adjust and TikTok grew conversions by 220% with SKAN.

Are you integrated to send SKAN data to MMPs?

The results speak for themselves, and it’s time for mobile performance marketers to start embracing SKAN — but that isn’t always as easy as it sounds. Each MMP is unique; depending on which one you work with, you will need to know some things.

One of the key takeaways I hope every app marketer takes away from this is that by integrating SKAN data with your MMP, the data becomes more usable. The main hurdle to success is ensuring your partners are properly integrated with the MMP.

Explore information from your MMP by clicking on the MMP partner logo below. You can learn more about their integrated partners — and if you don’t see what you’re looking for, be sure to reach out to your rep and get it added (and if you’re a supply partner who doesn’t see your name on any of these lists, it’s time to change that):

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What is OEM?

Within the context of mobile ads, OEM refers to a network with a direct partnership with device manufacturers and/or cellular carriers such as Samsung, Sprint, Verizon, or AT&T. These companies monetize their inventory via new device activations, push notifications, widgets, and more. Generally only available on Android devices, advertisers can use these placements to reach users with specific phone models and on select cellular networks.

There are three categories of OEM categories, beginning with the manufacturers themselves. Then some ecosystems act as intermediaries between manufacturers and advertisers. Finally, there are advertising platforms that integrate with supply-side platforms (SSPs) to purchase traffic from manufacturers.

Pros and cons of OEM

Like every supply type, OEM has strengths and weaknesses. On the pro side, OEM placements allow advertisers to reach potential customers at multiple touchpoints throughout the life of the device. The relationship often begins at onboarding as users enter valuable information that can be used for targeting — giving advertisers the ability to suggest their app or provide messaging based on user demographics. UA marketers can also place ads strategically at different touchpoints to find new customer segments all along their journey. This UX often feels native and value-driven, resulting in a long-lasting relationship with the user.

It’s also worth noting that OEM offers advertisers a high-value but lower-cost approach to targeting. However, OEM is typically only available on Android devices, making it a poor fit for advertisers focused on iOS growth.

Tips for being successful with OEM

While OEM placements can benefit several verticals, from gaming to FinTech, FeedMob has found that this supply works well for targeting users who fit specific demographic niches. It also lets advertisers get hyperlocal, which benefits brands looking to move into new markets.

We also like OEM for clients looking to drive down funnel activities. While OEM carriers typically sell inventory on a cost-per-preload basis, FeedMob can absorb this cost, charging our client on a cost-per-install only if a user opens the app. FeedMob has found that OEM placements drive more sign-ups and higher conversions. In one case study, our client’s conversion rate went from 4.45% to 9.05% and had an outstanding 6.5% CVR which boosted the overall conversion rate. On top of all of this, OEM drove a more efficient CPI.

With the right strategy, OEM can drive significant growth and let app marketers hit their key KPIs. Want to learn about how OEM can be part of your media mix? Contact FeedMob today.

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What is a Programmatic Network?

Programmatic Networks automate the buying and selling of mobile ad inventory, making it easier to buy audience segments across various publishers. Typically, there are two sides to the programmatic coin. Supply-side platforms (SSPs) support mobile publishers by selling their ad space, while demand-side platforms (DSPs) work for advertisers to find ad inventory, ultimately giving it to the highest bidder.

Insider Intelligence predicted mobile ad units would capture 70.6% of U.S. programmatic digital display ad spend in 2023. FeedMob’s data supports the dominance of Programmatic, as more than 23% of our client spending in 2023 went to programmatic traffic. Research suggests that programmatically sold advertising will reach $725 billion by 2026.

Pros and Cons of Programmatic

Programmatic networks are popular with mobile UA marketers for a variety of reasons. At the top of the list is the quality of traffic. Marketers seeing high levels of fraudulent traffic can help curb that problem by moving to DSP traffic. As we’ve seen first-hand, moving to Programmatic can also help apps drive down their cost-per-action (CPA) as well.

The high level of transparency allows marketers to optimize Programmatic campaigns and achieve competitive acquisition costs. DSPs are also known for providing reach and allowing app marketers to scale their spending. Additionally, the ability to implement Apple’s SKAdNetwork (SKAN) with this channel makes this a popular choice among our clients.

However, Programmatic, like all channels, has a downside, and in this case, it’s cost. High-quality programmatic placements are typically the most expensive option, meaning they may not be a solution for brands on a tight budget. Working with Programmatic experts, however, can help marketers zero in on their audience and drive costs down.

Tips for being successful with Programmatic Networks

Because Programmatic offers such a wide range of possible placements, it can work for any vertical. Still, if you want to drive down costs and find the right audience, it takes time and testing.

For instance, when we worked with a sports betting app to diversify their portfolio and find premium partners, we tested and vetted five premium supply partners. Each DSP has its own algorithm, so we share the campaign’s KPIs with them, and though CPAs are high initially, we gather data to feed the algorithms, improving performance and dropping CPAs over time. Through careful optimization, we drove a 44.6% decrease in CPA costs year over year and increased conversion rates from .11% to an average of .18% year over year.

Still, there are challenges to come for Programmatic. As Google phases out third-party cookies and mobile IDs in 2024, Programmatic ad buyers must adjust. As Privacy Sandbox prepares to replace deterministic device ID matching, our experts have followed along closely and believe Google is committed to building a privacy-forward solution with the help of feedback from the ecosystem to ensure a smooth rollout when the change finally comes. Still, it’s more important than ever that UA marketers have the right support to efficiently and effectively navigate the mobile programmatic landscape.

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Last year we saw Programmatic traffic run away with a sizable percentage of the year’s mobile ad spend. This year, however, we’re seeing a more even spread across mobile ad supply categories. That said, our data tells us that Programmatic, OEM, and Owned & Operated (O&O) were the only categories where the percentage of spend grew year-over-year (YoY), continuing to underline the importance of these channels for apps looking to expand their user acquisition efforts beyond search and social. Incent also had a strong year, even as its percentage of ad spending dipped slightly. Read on to learn more about why our client book of global apps focused their spending on these channels.

Supply Comparison: 2022 vs. 2023

Programmatic and OEM continue to prove valuable and scalable

Many of the same reasons Programmatic was popular last year remain true in 2023. The quality of traffic, high level of transparency for optimization, competitive acquisition costs, reach and capacity for scale, and the ability to implement SKAN make this a popular choice among our clients.

Meanwhile, OEM traffic promotes the app directly on the device to provide an ad environment that integrates smoothly with everyday phone use. Perhaps even more importantly, it lets advertisers target massive yet selected audiences by device and carrier, resulting in a high conversion rate at minimal cost.

O&O and Incent have a chance to shine

O&O inventory is an excellent source of clean and trusted traffic with targeted audiences. It can often provide a contextual experience that allows our clients to find new users when they’re likely to take action. This proves especially valuable for clients looking to expand into new markets or double down on user groups where internal data analysis finds high value. The cherry on top is that they can run SKAN campaigns most of the time.

Incent or rewarded traffic, while wildly different from O&O, has a similar reputation for delivering efficient CPAs. Someone who opts in to receive rewards tends to complete key actions early in app usage at a higher rate than a non-incentivized user.  However, incent inventory can have lower retention, necessitating setting suitable CPA targets and focusing on managing the appropriate rates relative to LTV. Incent campaigns also come in various formats, including burst campaigns that target a specific install goal over a short period, letting us get creative with new ways to meet a client’s goals and multi-reward or play-to-earn programs that aim at building the habits for the right groups of users. It’s also a great add-on to the existing media mix to create compounding positive effects to attract more potential organic users.

Overall, 2023 was a year for efficiency. App marketers focused on efficiency and profitability, so we saw downward pressure on CPA targets. While we expect interest rates to decrease — making it easier for our clients to secure loans and expand budgets — the trend in 2024 will continue to be CPA efficiency. However, we expect CPAs to rise slightly and to see a greater interest in testing new channels as the U.S. economy shows signs of resilience and growth. With that in mind, we also forecast more monetization efforts from app developers and OEMs, ultimately leading to increased diversity in the available supply. As a result, we expect advertisers to continue to focus on buying more unique inventory that meets their CPA targets.

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