SAN FRANCISCO — Typically, mobile advertisers prefer to avoid the “spray and pray” method of mobile advertising if they can help it.
Advertisers must consider a number of factors when attempting to craft the perfect in-app ad, including the message, format, channel, and audience.
So you test. And that’s where the marketing automation company Appboy comes in. Appboy is announcing at MobileBeat 2104 today that it can test six variants of an in-app ad at once.
Appboy’s multivariate testing help app developers and marketers try out combinations of messaging for their app and measure the impact of each on metrics like conversion rate, clickthrough rate, and revenue generated.
Developers can then test those combinations across multimessaging channels, including in-app messaging, email, and push notifications.
The service can test the headlines and the copy of an ad as well as the content of those messages (images, colors, buttons, etc.).
Marketers can use the testing automation with different market segments using a dashboard that Appboy provides. They can then intelligently choose which messages best with various audiences and channels.
The lessons learned in the testing can have a huge effect on the results of a campaign. Two versions of a push notification for the same offer may have a 50 percent difference in response rate, Appboy says.
App marketers need to know these things to compete against other apps in an already tight
marketplace.
Appboy offers a platform that lets mobile marketers manage, test and automate their campaigns. The company creates profiles of their clients’ mobile users based on their demographics, behavior, and in-app purchases. Using a set of algorithms Appboy can create user segments to which companies can direct targeted ad content.
Appboy is the leading platform for mobile relationship management. The company enables the world's most successful apps to manage the lifecycle of their users through a suite of marketing automation products and a team of mobile expe... read more »
