eCPM is a term that’s thrown around quite often in the mobile advertising world. But it can be quite confusing, especially for new developers looking to monetize their app through in-app advertising. Let’s take a look at what it means..
It’s that time of year again! No, not National Potato Chip Day, but the next best thing – The Super Bowl. As we sit down together to watch the Patriots and the Falcons hash it out on the field, we’ll also enjoy what has already become a seasonal tradition – the Super Bowl ads.
Of course, very few brands can afford these precious slots and the inevitable exposure that a Super Bowl ad brings.
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Yet, with a bit of planning and creativity, there’s plenty of ways for apps to get in on the action and enjoy some of the excitement and buzz of the day.
1. Spread team spirit
From the game itself to the buzz around the 2017 ad slots and half-time performance, the theme of this weekend will be football: make sure your app is on trend too.
Why not give your app icon a Super Bowl themed icon in the app store – this is the first interaction new users will have with your app, so they might be more excited to install something Super Bowl-themed.
You can also give your app some football-themed content and IAPs. For example, change coins to footballs or change in-app navigation to football terminology – touchdown!
Offer discounts or special promotions on IAPs for the Super Bowl weekend and let users know you are doing so either with push notifications, social media updates or updated app store descriptions.
2. Be social & genuine
One of the easiest routes to sharing in the Super Bowl buzz and excitement is utilizing social media channels over the weekend.
There is plenty an app can do in advance to prepare their website and social channels for the Super Bowl. But some of the most meaningful content around game day will be reactive. Look to Oreo’s 2013 Twitter posts during the few minutes of blackout and the huge amount of buzz the brand was able to leverage.
If possible, strike with real-time content relevant to your app and to what’s going in the game and half-time ads. Got a gaming app? Join the conversation on social media by highlighting the need for a few minutes break from biting your nails with a quick casual game.
Productivity app? Pre-match and post-match commentary tends to focus on the teams’ tactics and playbooks – so use messaging that focuses how your app would help in these situations and how the app makes a user’s life easier with your easy-to-use app. Pay attention to the game, the half-time ads and half-time entertainment and find something relevant and fun to show off your app. And use the hashtag #SB51 over the weekend.
3. Push power
Make sure any push notifications to existing users are relevant to the Super Bowl. For engaged users, this could be something about “Check out our special Super Bowl features this weekend”. For users who haven’t engaged with the app in a while, suggest they “Escape the football” with your app. This will work especially well for gaming apps.
For other app types, such as food delivery – make sure your users know how you can offer an extra bit of value to their game. For example, try some “Let us take care of the snacks” messaging.