Recently, Sora has emerged out of nowhere, and how to achieve growth and upgrade on the popular AIGC track has become a new research proposition for developers going global. Whether it is developing new products in the AIGC field or using the power of AIGC to better display ads and achieve win-win results, it can help you do many things. Whether it can truly bring growth depends on individual exploration. One thing that can be certain is that the entry of AI will make advertisers' marketing more intense, and the "wealth gap" will be more easily widened. Fine-tuned buying and efficient monetization have become advantageous weapons to avoid widening the gap. Especially in the IAA track where income on the monetization side is low and costs on the buying side are increasing, this issue becomes more urgent. Today, NetMarvel outputs insights on "how IAA advertisers can buy better quantity" in the hope of providing some references for advertisers to buy quantity. How to buy quantity effectively in IAA? There are three key points!
01. Channel selection places emphasis on high-quality mid-tail traffic.
The main advertising channels can be divided into two categories: mainstream media platforms represented by Google and Meta, with considerable ad volume in various categories, making them the preferred choice for many small and medium-sized businesses going global.
In addition, short video platforms such as TikTok and Kwai are gradually becoming popular choices for manufacturers. Although the advertising business is mature on major media platforms, it still faces the problem of fierce competition and high costs. Therefore, major media platforms are more suitable for brands with sufficient budgets that need quick exposure. One single channel may not cover all target audiences, so multi-channel delivery is the choice of most advertisers.
Especially in the IAA category, the performance of mid-tail traffic channels will be relatively better, so manufacturers can pay more attention to them when buying quantity. NetMarvel owns 80+ self-developed games and agents games, as well as 1000+ high-quality tool Apps, displaying over 200 million ads on a daily basis. With a strong self-traffic scale, they clearly target users' interests and labels on different sub-channels, providing advertisers with a variety of high-quality advertising inventories in different categories and styles, significantly improving the buying effect.
02.Advertising construction better manage budgets.
Taking the IAA category as an example, generally IAA products will be released in multiple countries. In order to better manage budgets, advertisers need to distinguish different countries and regions to set up different advertising accounts for management, including plan management, material management, bidding mode, etc.
We have always encouraged advertisers to actively expand their reach, but in reality, this cannot be achieved overnight. It is recommended to progress in different regions and stages for a more reliable approach. In general, the bidding price of T1 countries will be higher than that of T3, so for advertisers targeting multiple regions, we recommend starting with one region first during the initial product promotion.
Through analyzing feedback data from running quantity, we provide the most valuable delivery strategy, and then gradually expand to other areas, fine-tuning the advertising setup to ensure a successful purchase effect.
03.ROAS analysis adjust the delivery strategy based on data
For mobile app advertising, maintaining a good overall Return on Advertising Spend (ROAS) is crucial. It is essential to not only look at the increase in user numbers but also consider the comprehensive evaluation of the monetization recovery of the app to assess the effectiveness of the quantity purchased. By creating a quantity-purchase model through algorithms, selecting channels with the best ROAS performance, and appropriately increasing budgets, you can guarantee the effectiveness of the delivery.
ROAS is a KPI oriented towards advertising, and the simple calculation is: Return on Advertising Spend = Revenue from Ads / Advertising cost. It is a key indicator to measure advertising effectiveness. Advertisers understand that setting the right ROAS target involves various factors such as ARPU value, Application LTV value, organic traffic, appropriate profit margin, etc. It requires access to advertising platforms with specific algorithms, and flexible selection of pricing models such as CPI, CPM to explore high-quality users in various distribution channels based on algorithms, intelligently and efficiently.
04.Quality creativity to ensure conversion.
Material creativity is the first step in building an advertising plan and is an important factor for affecting plan completion. Different regions, application scenarios, target users, etc., require different styles of materials. NetMarvel has a team of professional material teams with marketing backgrounds, who can tailor advertising materials for your products. For casual mobile games, the requirements for player devices and versions are relatively low. In specific advertising placements, NetMarvel recommends using a "universal casting" strategy. For example, using a mix-and-match of screen recordings with a funny style or a montage to showcase gameplay, or using failed deductions to stimulate audience desire for operation, and using rhythmic BGM to provide users with an immersive experience, appropriately introducing game content, creating personalized promotional materials to recommend the game.
Up to now, we have served more than 100,000 enterprises, created tens of thousands of successful marketing strategies, and easily provided mature models that can be replicated for the industry.
