#Marketing

The word "attribution" is increasingly common in discussions, and its importance will likely surge in the coming months, especially concerning the interplay between websites and apps. This is driven by several factors: ✅  Multi-device Usage: People are using more devices to access the internet, making it harder to track their journeys. ✅  Shifting Priorities: Businesses are focusing on loyalty and optimizing complex purchase channels, leading to a greater need for rich first-party data. This has increased the importance of apps in sectors like finance, travel, and retail, while improvements in web technology have boosted its relevance in areas like gaming. ✅ Complex User Journeys: As users switch between devices and platforms, their journeys become more complex, often spanning both web and app environments. We'll see a rise in web and app interactions, further complicating attribution. ✅  Privacy Changes: Privacy limitations are […]

🐍 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗧𝗿𝗲𝗻𝗱: 𝗧𝗵𝗲 𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗵𝗲 𝗡𝗲𝗮𝗿-𝗗𝗲𝗮𝘁𝗵 𝗦𝗻𝗮𝗸𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 in Gaming Ads 👇 When you hear "snake" in gaming, it immediately calls to mind ads from Royal Match, Kingdom Guard, Rush Royale, or even Royal Kingdom. But where did this trend really start? Let’s dive into the snake pit of creative evolution in gaming UA.𝗧𝗵𝗲 𝗢𝗿𝗶𝗴𝗶𝗻𝘀: 𝗥𝗼𝘆𝗮𝗹 𝗠𝗮𝘁𝗰𝗵 𝗕𝗿𝗲𝗮𝗸𝘀 𝗚𝗿𝗼𝘂𝗻𝗱 (𝗗𝗲𝗰 𝟮𝟬𝟮𝟮)Royal Match was the first to introduce the snake concept in its UA mix back in December 2022. While the snake creative wasn’t the focus then (we were too busy saving the King from fire, drowning, or freezing), it quietly entered the mix. At this point, Royal Match (Dream Games) experimented with many "near-death" scenarios, laying the groundwork for what would come later.𝗥𝘂𝘀𝗵 𝗥𝗼𝘆𝗮𝗹𝗲 𝗥𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝗶𝘇𝗲𝘀 (𝗙𝗲𝗯 𝟮𝟬𝟮𝟯)Rush Royale (MY.GAMES) took the concept to the next level in February […]

Why Royal Kingdom (RK) isn't paying off (yet): 1. The primary differentiator (combat levels) don't resonate strongly w mass-market, as evidenced by mode's omission in top ad creatives.2. Lacks economy differentiators that meaningfully lift spend depth or efficiency.3. While core M3 gameplay is 𝘧𝘢𝘯𝘵𝘢𝘴𝘵𝘪𝘤 (love the column obstacle), retention performance very likely lags Royal Match.4. Unless CPI for RK (despite similar creatives) is somehow >= ~25+% better than RM, ROAS for incremental UA spend should still side with RM.5. Re: cross promotion from RM -> RK, it's not clear whether this increases (vs. decreases) player LTV in the ecosystem.Yes, Gardenscapes and Homescapes coexisted for a long time.  But, we lack the counterfactual case where all resources were instead poured into one game. Would that have been better?At the end of the day, • Increasing surface area / market share is a […]

⏰ Monday UGC Trend Alert: Organic Trends for Paid Campaigns Ready to amplify your UGC strategy? Check out these fresh trends spanning editing finesse, versatile hooks, and niche-specific content that can elevate your ads and captivate your audience.1️⃣ Polished Editing Techniques High-quality editing is key to stopping the scroll and ensuring your message lands. • Instagram Reel (https://lnkd.in/gPNj4CqR)2️⃣ Quick-Hitting Hooks Short, impactful hooks get viewers invested fast. Perfect for grabbing attention in the first few seconds. • Example 1: TikTok (https://lnkd.in/gYbibQ4t) • Example 2: TikTok (https://lnkd.in/g_P_7nk5) • Example 3: TikTok (https://lnkd.in/gk_sD4D7) • Example 4: TikTok (https://lnkd.in/g5X7JRQF) • Example 5: Instagram (https://lnkd.in/gPWJ4uju) • Example 6: Instagram (https://lnkd.in/gN-Xjgn8)3️⃣ Adaptable Content for Multiple NichesThis versatile content type can be fine-tuned to resonate with various audiences, whether you’re marketing dating apps, tech products, or global services like eSIM. • Instagram Reel (https://lnkd.in/gcS-YRbm)4️⃣ Health-Focused Sketches […]

CMOs stepping into 2025 need to prioritize AI integration, navigate the evolving privacy landscape, and leverage innovation to drive growth. ● Implementing AI/Machine Learning to drive more impactful marketing● Using dynamic creative engines● Investing in data infrastructure and compliance solutions● Bringing in external expertise that challenges internal thinkingThe year 2024 marked a significant turning point in the marketing landscape. The rapid evolution and adoption of AI forced CMOs and marketing leaders to adapt quickly to a new reality. As we move into 2025, this pace of change shows no sign of slowing down. CMOs need to be prepared to embrace the ongoing transformation and leverage these advancements to drive growth, efficiency, and success. Here’s a look at some key considerations for CMOs as they navigate the year ahead: Top 3 marketing priorities for the next 12 months Clear M&C Saatchi […]

Wanna launch an A/B test in iOS but don't want to wait 4 weeks for getting some significance? Here’s a faster way: Use paid UA to speed up your testing and decision-making process.Follow these steps:1️⃣ Create two CPPs: One should replicate your default page, the other should be the variant you want to test2️⃣ Create one CPI campaign in Meta, targeting the country you want to test (ideally the one that brings most of the revenue)3️⃣ Create 2 ad groups within the same campaign and put on each one your best creative (one of those that you know that will easily produce installs)IMPORTANT! the creatives MUST BE the same in both ad groups. Otherwise the A/B testing wouldn't make sense as more variables would affect the final conversion rate4️⃣ Spend $100/day in each ad group and wait 3-4 days.5️⃣ Enjoy […]

I think the next will be year of focus on user experience, better onboarding, building even more connetions between Growth/User Acquisition and Monetisation: ▪️once you look at Games and Apps data (here based on Sensor Tower), it is very easy to see that Revenue grows much faster than Downloads (of course in many apps categories revenue numbers in tools are just proxy as the monetisation lays somewhere else, although it still shows some trend) ▪️ once we add additional revenue growth coming coming from ads (a lot of data points shows that in many games and apps categories in-app, in-game ads revenue grows much faster than in-app and subscriptions), then the difference between growth of monetisation and growth of downloads will be even higher ▪️ I am not expecting this trend to be changing as in many markets growth of […]