Omnichannel App Marketing
Nowadays, a single-channel strategy just won’t cut it. Success comes from an omnichannel approach that combines a sharp UA strategy with the power of CTV ads. Together, they create a seamless path to reach, engage, and convert users across multiple platforms. Let’s explore how UA and CTV join forces to drive sustainable app growth.
The Winning User Acquisition Strategy
A successful User Acquisition (UA) strategy is built on a structured approach that focuses on both performance and scalability. Here’s how to execute it:
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1. Setting Clear Goals
Every great UA campaign starts with clear, measurable KPIs. These goals ensure acquisition efforts align with business objectives, whether it’s driving installs, boosting engagement, or increasing in-app purchases. Defining these targets helps guide optimizations and track success as the campaign progresses.
Working with solid programmatic platforms that allow for campaign goal setting and optimization is key. A campaign focused on generating installs, for example, should work differently than one meant to increase net-new reach. Recent advances in ML now offer powerful ways to tailor campaign delivery to meet discrete outcomes and should be leveraged across channels.
2. Comprehensive UA Strategy
A comprehensive UA plan focuses on choosing the right mix of channels, allocating budgets efficiently, and executing campaigns effectively across the user funnel. The strategy covers multiple networks and platforms, including paid social, programmatic networks, and notably, CTV ads, which play a key role in building brand awareness and will be discussed in detail by Vibe.
While CTV advertising delivers strong results on its own, it is also increasingly recognized for its “halo effect,” generating a higher rate of qualified site traffic when run alongside paid search and paid social.
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3. Attribution & Analytics
Data is crucial for optimizing UA efforts. Leveraging mobile measurement platforms (MMPs) and robust analytics allows for accurate tracking of user behavior and campaign performance. These insights enable ongoing refinements, ensuring resources are focused on the most effective channels and tactics to maximize ROI and feel empowered to experiment with multivariate campaigns. Advertisers today should have the same level of transparency and flexibility with CTV than they do with Meta or Google, if not more.
4. Creative Optimization
A/B testing creatives is critical to improving campaign performance. By constantly testing different formats, visuals, and messages, marketers can identify which creatives resonate best with the target audience. A data-driven approach to creative optimization ensures that ads not only capture attention but also drive conversions.
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The Role of CTV Ads in UA: Vibe’s Expertise
Connected TV (CTV) ads are a powerful addition to any UA strategy, offering the ability to deliver immersive, full-screen experiences in a premium environment. CTV reaches audiences where mobile ads may fall short, on the largest screen in the home, in an unskippable, unmuted format.
UA marketers have long been hungry for channel diversification and CTV advertising has finally matured enough to take its place at the performance channel table, as over 94% of US households own at least one connected device. The way it works is powerfully simple: device graphs linked to household IP addresses allow platforms like Vibe.coto deliver hyper-targeted ads on hundreds of Streaming TV apps and channels.
No matter your business’s size, you can seamlessly log into Vibe’s platform, enter any budget, select a campaign goal, implement targeting criteria, pick from over 500 channels and live sports leagues, and upload your ad(s) for virtually instant launch.
Unskippable video assets anywhere between 15 and 30 seconds are then primarily streamed on television screens, but also mobile devices and tablets, to audiences targeted according to first and third party data – anything from hard-core gaming interests, to household incomes, to in-market browsing histories.
Testing and learning are especially important when working with a new channel, which is why Vibe integrates with MMPs and GA4 as well as offering pixel tracking and customizable, real-time reporting. Having that kind of clarity and control over campaign results allows advertisers to glean insights that will affect campaigns across channels, but also optimize their campaigns to reach the results they’re actually aiming for, from new audience penetration to D7ROAS, to revenue.
A Unified Approach for Sustainable App Growth
Combining a data-driven UA strategy with the expansive reach of CTV creates a comprehensive app marketing approach. By aligning user acquisition efforts with CTV’s broad visibility, you can ensure users are reached at every stage of the funnel — from awareness to conversion. This omnichannel strategy maximizes app growth and user retention by leveraging each platform’s strengths.
CTV campaigns are now fully integrated into most large app studios’ omni channel campaigns. That means the creative, messaging, and CTAs need to make sense as a whole and speak to each other, sometimes in complex patterns. For example, although it might seem easier to use CTV for top of funnel campaigns that lay the groundwork for clickable mediums, we’ve actually found more success with campaigns that weave CTV into every stage of their funnel with different goals, alongside search, social, and mobile.
Over thousands of campaigns, ones that included CTV advertising typically reported more spend per conversion, a higher LTV, and enhanced brand loyalty as long as they were short and to-the-point, made good use of audio, and focused on a single CTA per ad.
About Appvertiser
Appvertiser is a results-driven app growth agency specializing in data-driven User Acquisition strategies, creative testing, and performance optimization. With a proven track record across various app categories, Appvertiser helps developers scale their apps by leveraging cutting-edge UA techniques and maximizing ROI through tailored growth strategies.
About Vibe
Vibe is a leading expert in Connected TV advertising, empowering brands to tap into the power of this rapidly growing platform. Vibe’s expertise in Streaming TV enables businesses to reach their audiences through high-impact, visually engaging ads, driving user acquisition and brand recognition and supercharging existing digital marketing strategies.
