If a developer or studio has a couple of app, they’ll play the function of the writer and the advertiser by leveraging cross-promotion. This technique of user acquisition (UA) is most continuously utilized in hyper informal video games, the place avid gamers watch twice as many adverts and obtain round 10x extra video games than within the total gaming vertical. When you’ve got a portfolio of apps in your suite or writer account, it’s nonetheless doable to deterministically goal and measure utilizing the Identifier for Vendors (IDFV) — an important level within the post-IDFA UA ecosystem.
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Utilizing the IDFV, even when a consumer has opted out, attribution can nonetheless be carried out from any cross-promotion campaigns. For publishers on iOS 14.5+, even exterior of hyper informal, cross-promotion may play an enormous function in the way forward for app retargeting as a method to leverage excessive worth customers throughout a writer account.
Cross-promotion additionally helps improve opt-in charges, making it a tactic that builders can’t ignore.
Cross-promotion: Customary for hyper informal advertisers
Throughout the high-churn vertical of hyper informal gaming, cross-promotional advert placements have develop into the usual on the subject of combating this consumer turn-over. As gamers get nearer to reaching the churn level within the consumer journey, publishers push adverts for different titles of their suite, thereby rising the lifecycle of a consumer portfolio-wide and rising the timeframe wherein to monetize them. This additionally has a trickle impact of making worth by rising the given studio’s total visibility (e.g. extra downloads means higher rankings on the app retailer) and sustaining its consumer base by constantly giving gamers new content material.
The pay-off for displaying cross-promotional adverts means much less house to push for paid impressions — a typical technique of monetization in hyper casuals. If the typical retention charge on the portfolio degree might be improved, nonetheless, the necessity to cross-promote decreases, making house for extra paid impressions. A 5% improve in retention portfolio-wide can result in something from a 30% to 100% improve in income.
One other key differentiator is that app builders who personal appreciable stock for cross-promotion are better off when it comes to opt-in since, in response to Regulate knowledge, customers appear extra more likely to consent when referred to a different app developed by the identical firm (52.84% vs. a 27.35% community common). Because of this for cross-promoted customers who’ve opted in, the typical CPI is greater as a result of you’ll be able to serve them focused adverts and work in direction of slowly lowering the general share of adverts which are cross-promotion.
What’s the IDFV and the way is it completely different from the IDFA?
Extensively used for cross-promotion, the IDFV is a code assigned to all apps by one developer, which is then shared throughout all apps by that developer on an Apple system. The worth of the IDFV is identical for apps from the identical developer working on the identical system. IDFVs are essential for builders working cross-promotional campaigns on iOS as they are often acquired even when the consumer has opted out of advert monitoring. So long as the IDFV is handed within the tracker URL, it could possibly present entrepreneurs with correct attribution knowledge for iOS campaigns.
That is distinctly completely different to the IDFA, which is a random system identifier assigned by Apple to a consumer’s system. Advertisers use this to trace the information of opted-in customers to allow them to ship personalized ads. The IDFA is assigned on the system degree, whereas the IDFV is assigned to all apps belonging to 1 writer and doesn’t persist as soon as all apps from that vendor are uninstalled.
Cross-promotion publish IDFA: Why the IDFV is essential
The IDFV remains to be accessible, that means that publishers with a portfolio of apps can proceed cross-promotion or take into consideration adapting their methods to incorporate it extra.
Whereas the IDFV has been used for cross-promotion since properly earlier than iOS 14 was introduced, utilizing it to run retargeting campaigns and re-engage dormant customers who’re lively in different apps inside a writer account is a method that would make it a extra outstanding function of retargeting campaigns. We may even see acquisitions and mergers of studios occurring as builders purpose to develop a collection of apps wherein they’ll successfully cross-promote. Probably the most essential factor to notice and perceive is that with the IDFV, you’ll be able to nonetheless deterministically goal and measure UA campaigns and achieve real-time attribution from Regulate.
Cross-promotion exterior of hyper informal – what can different verticals study?
Cross-promotion has usually been most profitable for hyper informal builders due to the naturally excessive churn charge the game-style lends itself in direction of. Due to the easy recreation mechanics, it’s additionally comparatively easy to provide new titles to maintain gamers engaged with new content material. This doesn’t imply that cross-promotion is by nature ineffective for different verticals, nonetheless. The important thing components are that the writer has a couple of app and that the consumer base might be curious about or engaged with different apps inside that suite.
For instance, think about you’re an e-commerce app centered totally on promoting clothes. You may develop, purchase, or have already got one other app in your suite that sells magnificence merchandise. Cross-promotion on this situation might be a particularly efficient UA technique. Equally, a writer with a exercise app may also have a meditation or health-eating associated app of their suite. Apps throughout the similar vertical will usually work properly as a part of a cross-promotion technique.