Apptica Talks. Episode #10. In-App Ads: Targeting, Fraud Prevention & Optimization with Roman Arustamyan, Head of Media Buying at AdSkill
Explore AdSkill’s approach to in-app ad campaigns, focusing on audience targeting, creative optimization, and the balance between manual and automated bidding. Discover how AdSkill addresses ad fraud and utilizes premium traffic sources to optimize campaign performance in a changing ad landscape.
In this episode Apptica Talks about the strategies for in-app advertising with Roman Arustamyan, Head of Media Buying at AdSkill.
AdSkill is a global service for launching and optimizing ad campaigns. They empower businesses with robust ad account support, cutting-edge media buying strategies, and the latest industry knowledge. Choose AdSkill, and embrace a world of unmatched advertising success.
🗣 What we have covered:
- How to get targeted in-app traffic
- Importance of targeting and segmentation
- Strategies for optimizing creatives
- How to use retargeting
- How to promote within apps and not waste budgets
- How to to track key metrics with analytics
- Budget optimization
- Mobile app fraud: click flooding, instal hijacking & data fraud
- How to detect and prevent mobile app fraud
Key Takeaways:
- Importance of Understanding Target Audiences: Identifying and analyzing target audiences is crucial. Tools like Google Analytics are essential for data collection and insights, but initial bids may need to be high to gather comprehensive data.
- Manual Bidding Control vs. Automation: While DSPs offer automatic bid adjustments, Roman prefers manual control for optimal results, enabling a more targeted approach to budget and audience management.
- Effective Targeting and Creative Use: Success in mobile marketing heavily relies on visually compelling creatives (e.g., 9:16, 16:9, and cross-banners), which should be simple yet engaging. Additionally, analyzing competitor creatives is valuable, with spy tools like Apptica offering insights into market trends.
- The Role of Retargeting: Retargeting is effective across various verticals (e.g., gaming, fintech) and crucial for re-engaging users. It can increase lifetime value (LTV) by prompting actions from users who haven’t converted yet.
- Budget Optimization and Fraud Detection: Companies should maintain strict budget control, monitoring metrics like CTR, CPI, and CR, and using whitelists/blacklists for traffic quality. Mobile app fraud, such as click flooding and install hijacking, poses challenges, but tools like AppsFlyer’s Protect360 offer partial defenses.
- User Segmentation Based on Income: Income level is a top segmentation criterion, especially for industries like gaming, where high-value users are prioritized. This data is often provided by trackers, contingent on SDK integration.
- AI and ML as Future Drivers: Artificial intelligence and machine learning are transforming campaign optimization, improving targeting precision and reducing acquisition costs. AI-driven solutions are expected to play a critical role in fraud prevention and regulatory compliance in the coming years.
Summarizing all the things discussed, AdSkill’s approach to in-app ad campaigns centers on a highly targeted, hands-on strategy: they prioritize deep audience insights, manual bid adjustments for precise budget control, and creative optimization to drive engagement. Retargeting plays a key role in re-engaging users, and AdSkill proactively monitors for ad fraud using tools like AppsFlyer, while premium in-app traffic sources help ensure higher-quality engagement. Looking to the future, AdSkill sees AI and machine learning as great tools for enhancing targeting accuracy and optimizing campaign performance amid shifting industry regulations.
To get in touch with Roman:
⬇️ Follow the links to explore AdSkill’s approach to in-app ad campaigns: