Post By Hannah Downing
On June 5th, Apple announced a new product that many people probably wondered if and/or when Apple would unveil it: the HomePod. This product is an in-home speaker, created primarily to sync up with a user’s phone and apps, allowing them to play from “…over 40 million songs” and it “…provides deep knowledge of personal music preferences and tastes and helps users discover new music.”
This access to such a large selection of music comes from the assumption that many of the users would use Apple Music with the HomePod, even though an Apple Music subscription costs money, which some people may opt out of, especially if they prefer free music-streaming services, such as Spotify. When it comes to potential competitors, there are multiple to consider. Will people who prefer their free Spotify account, but are loyal Apple users, want to use the HomePod if Spotify is not supported? There are plenty of other Bluetooth speakers out there that let you play anything you’d like, but this is unclear about the HomePod, as Apple’s press release mentions using Apple Music, but does not specify whether other mobile applications for music will also be supported. It is also worth mentioning that prices are very similar between Spotify and Apple Music, but Apple Music does NOT offer a free version. At the very most, Apple Music offers a free three-month trial, while Spotify’s version is free for as long as the user would like, widening the gap between Spotify-preferring Apple users who may not go for the HomePod if it doesn’t support their music-streaming preferences.
The other aspect of the HomePod worth noting is that it will be an all-around smart in-home device, just like Amazon’s Echo. Apple even uses the phrase “Hey Siri…” to get Siri’s attention, just like the Echo does with Alexa. This is worth noting because, with multiple products like the Echo and the HomePod allowing for in-home integration with users’ devices, it begs the question, what will happen to the mobile app? How will its usage start to change if devices like the Echo and HomePod continue being popular with consumers? Similarly, how will companies, like Oplytic, who take part in mobile app marketing, change to integrate these new systems and the preferences of the people using the mobile apps? Systems like the HomePod may create a space for apps to be used in even more ways than they already are, which means advertising could happen in more ways, as well. This is an exciting and varying time for apps and mobile marketing. Keep in touch to see not only how Oplytic innovates, but also how we continue to help our advertisers and publishing partners.
Post By Janet Arvia
Half the year is down and so are the number of apps regularly used by American adults. That’s because mobile users are allocating more of their time to a select group of messaging apps within social media.
This trend, revealed in a study by eMarketer, is akin to findings overseas by Verto Analytics which reports communications/social media is the fastest growing app category among adults in the United Kingdom. Popular platforms such as Facebook, Instagram, and WhatsApp account for 44% of the time nearly 5,000 users surveyed spend on mobile apps.
The global boom in video consumption helps explain why mobile app users are lingering on Facebook. The social media giant boasts its members watch 100 million hours of video everyday. With affordable data, accessible WiFi and all those adorable animal uploads, the digital video trend means Americans will engage with mobile apps for about two and half hours a day throughout 2017. This number is up by more than 10% from 2016 and is projected to continue climbing in the coming years.
Yet as more time is devoted to specific mobile apps, competing ones are getting shut out. Enter the ongoing trend for big data analytics and mobile marketing engagement which helps brands create strategies to hang onto their mobile app users and grab the attention of new ones by tracking the effectiveness of in-app conversion activity and cross-app promotions including deep links and push notifications.
Not only is the latter cost-effective and time-efficient (you can reach millions in minutes), it’s more secure than Signalling System 7 (SS7) and Short Message Service (SMS). Universally speaking, the encrypted messaging that push notifications offer is crucial in a time when hacking is unfortunately also on-trend.
Post By Janet Arvia
“Follow the money” is a method used to uncover shady behavior. Made popular in the Watergate film ALL THE PRESIDENT’S MEN of 1976, the term is in the news again regarding today’s political corruption investigations. Yet it also can be applied to detecting mobile advertising fraud. That’s because as marketing budgets move to mobile, so do fraudsters following the money. As a result, brands with mobile apps can be duped into paying for fake installs.
Discovering the Problem
When it comes to install metrics, the red flag to watch for is the time between a user click and the install event. If the TTI (time to install) is not close to the click event, or in keeping with typical user behavior, fraudulent traffic sources may be afoot.
Solving the Problem
To stop fraudulent traffic from being attributed to your paid channels, you can chase after each and every install event and analyze it for abnormalities in real-time. However this approach costs time and money, and isn’t totally foolproof since both marketers and networks may be unable to properly pinpoint appropriate attribution windows because the numbers vary from app to app.
Avoiding the Problem
Instead of spending resources on a problematic fix, it’s more practical to bypass fraudulent traffic entirely by employing preventative tactics. Our partnership with Pepperjam helps advertisers easily connect their affiliate program with the mobile app customer acquisition marketing plans.
A good rule to follow is to compensate media partners only on performance and engagement of the new users they drive. Simply put, when you pay out a commission revenue share based on how much a user spends in your app (opposed to paying a media partner to drive an install), you follow the money of your customers—not fraudsters.