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person holding phone next to laptopCongratulations! You got your app in the app store, but now how do you keep people coming back to use it?

Today we’re excited to offer Mobile Retargeting to all Perfect Audience customers.  Perfect Audience Mobile Retargeting is a suite of powerful features designed for app developers looking to re-engage high value mobile users with in-app ads across the world’s greatest smartphone and tablet apps.  We’re launching new audience types to let you segment and onboard mobile users you want to target.  We’re launching an iOS SDK that builds in-app audiences seamlessly.  We’re launching a new campaign type so you can connect to the world’s best app inventory.  We’re launching cross-device retargeting so you can use web audiences to serve mobile ads…

It’s a lot, but it’s important!  The average mobile app loses 80% of its users within a month of them installing.  With Perfect Audience Mobile Retargeting, app developers get a complete solution for this problem that lets them re-engage those lost users where they spend their time, in other apps!

Let’s walk through the new pieces going live today:

New Audience Types: App Action Audiences and Customer Audiences

Starting today, your Audience Manager has two powerful new audience types.

App Action Audiences:  These are audiences of mobile users who have performed a specific action within your app, like making an in-app purchase.  With App Action audiences you can identify high-value users to target and low-value users to exclude.  These audiences are created by adding our iOS SDK to your mobile app and using it to send data to your dashboard anytime users perform actions you care about in your app.  These audiences are built seamlessly and automatically in the background, in real-time as users engage with your app, unlike web audiences which require a customer to set them up by hand.  If you want to build evergreen campaigns targeting users based on their interactions with your app, you’ll want to use App Action Audiences.

Today the iOS SDK is the only way to create App Action Audiences but very soon customers will be able to build these audiences using event data from popular mobile install tracking solutions as well.  We’re also working on support for Android.

Customer Audiences: These are audiences created by uploading lists of Device IDs (Apple IDFAs or Android Advertising IDs).  Customer audiences are designed for one-off use cases where you have a big batch of users you want to serve a message to.  To create a Customer Audience, you upload a .csv file containing the device IDs you’re interested in.  We process these and make them available as a new audience in a minute or two.  Customer Audiences can be updated by making later data uploads into a list, but if you have a mobile audience that requires ongoing updating, try to stick to App Action Audiences.

iOS SDK

Today we’re excited to launch our iOS SDK for building mobile audiences and tracking in-app conversions.  The SDK is designed to be lightweight and easy to install in any iOS application.  App developers can use it to seamlessly send event data back to their Perfect Audience accounts for audience building but also for conversion tracking.

Once the SDK is installed and the events you want to track have been defined, App Action Audiences will be building automatically in your Perfect Audience account and will update in real-time as users engage with your app.  Also, any events that you track with the Perfect Audience iOS SDK can be used for conversion tracking.  For instance, you might want to build a mobile app retargeting campaign designed to bring a user back to complete an in-app purchase.  If the in-app purchase has been defined as an event with the iOS SDK, an app action audience will be built and users who complete that action will be added to it.  That event can also be used to create a Conversion Goal that can be attached to the campaign, complete with revenue tracking.

You learn more about our iOS SDK in our new Developer Center.

New Campaign Type: “Mobile App Retargeting”

Starting today, any customer can build campaigns targeting mobile app inventory.

Inventory: We’ve teamed up with the leading ad exchanges to put all the best mobile app ad impressions at your fingertips. As of today customers can serve ads on smartphones and tablets via MoPub, Nexage, and Smaato.  We have 3 more major exchange partners launching in a few weeks as well.

Targeting Available: These campaigns can be targeted using App Action Audiences, Customer Audiences, as well as Web Audiences (see below).  You can also target users by device OS (Apple, Microsoft, Google, Blackberry) and device Type (Tablet or Smartphone). Standard geotargeting and dayparting is available too, of course.

Ad formats supported: Mobile App Retargeting campaigns support two types of ads at launch: mobile banners and mobile interstitial ads.  Mobile banners come in all shapes and sizes but the most common size is 320px X 50px.  Mobile interstitials can be 480px X 320px or 320px X 480px depending on the layout of the app.

New Functionality: Cross-Device Retargeting

The final piece to make note of today is the wide release of cross-device retargeting.  While it’s great to build audiences of mobile users using our SDK and Customer audiences, today thousands of marketers have built massive audiences on our platform of users who visited their web sites.  Over the last year, we’ve developed a way to match web-based cookies to mobile device IDs so that these audiences can be used for mobile app advertising as well.

So when you go to make a mobile app retargeting campaign, you might notice that your web audiences are available for targeting.  Many marketers are finding that mobile app retargeting is becoming a crucial way to stay in front of their lost customers as consumers and business users alike spend more and more time engaged with mobile apps.  After 5 months of beta testing, we’ve seen marketers boost their engagement with lost customers and drive more conversions through this.  If you’ve got a large web audience, now you can serve mobile ads to them as well across both iOS and Android devices!

Getting Started

It’s easy to get started with mobile retargeting.  If you already have our tracking tag installed on your web site, try a cross-device campaign targeting visitors to your web site on mobile.  If you have an app already, export a list of lost user device IDs and upload that to create a Customer Audience you can target.  It should just take a few minutes!

If you want to install our SDK, check out the developer center for instructions.

Questions?

Bringing seamless, transparent, easy-to-try mobile retargeting to marketers has been a goal of ours for some time.  We’re really excited to push these features live and help app developers re-engage lost users just like we’ve been helping marketers on desktop for years now.  If you have any questions about these new features, please don’t hesitate to reach out on Twitter or by writing us directly at support@perfectaudience.com.  We’d love to hear from you and help you get set up!

Brad Flora

Brad Flora is co-founder and President of Perfect Audience. A former journalist, he started Perfect Audience to help make retargeting something that companies of all shapes and sizes can benefit from. He likes dill pickles and recently took first place in the Star Cup at 150cc in Mario Kart 64.

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Today we’re excited to announce we’ve made it easier to optimize the creatives running with your Perfect Audience campaigns.  Perfect Audience customers can now pause any ad running within a creative with just single click from the campaign detail page.  Until now, customers had to go through a cumbersome process of switching into campaign-edit mode and deselecting underperformers.

We’ve streamlined the process to just a single click that merely pauses delivery for an ad within a campaign, without actually removing it from the campaign (in case you want to reactivate it later).

You’ll see new “Pause” buttons in the far right of your “Ad Performance” table on campaign detail pages.  Here’s an example:

pause

How to get started

Click to the detail pages for any of your active Perfect Audience campaigns and pause ads not reaching your marketing goals using the new button on the far right.  Yep!  Pretty simple!

Brad Flora

Brad Flora is co-founder and President of Perfect Audience. A former journalist, he started Perfect Audience to help make retargeting something that companies of all shapes and sizes can benefit from. He likes dill pickles and recently took first place in the Star Cup at 150cc in Mario Kart 64.

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Finding that music lover across the web with bop.fm

Finding that music lover across the web with bop.fm

 

This Publisher Spotlight originally appeared on Marin Software’s Marketing Insights blog and is a series where we introduce premium publishers who are using Partner Connect to develop business relationships with relevant and interested advertisers. In this post, we spoke with Shehzad Daredia, co-founder and CEO of bop.fm, a music aggregator service that simplifies music discovery and playback across the web, about the unique qualities and benefits of targeting the bop.fm audience.

bop.fm makes it incredibly easy for music lovers to discover new music

bop.fm is a music service aggregator. We let people focus on the music they love, and not worry about where it comes from, by allowing them to connect their favorite music services into one unified interface. Listeners can connect subscription services like Spotify, Deezer, or Rdio; download stores like iTunes, Amazon, or Google Play; or even the unstructured, “free” services like YouTube and SoundCloud. Once they do so, we handle all the hard work of finding songs and ensuring playback. All the user has to do is search for a song and press play. With Bop, users can also build playlists and share songs with their friends, and it all happens seamlessly.

One really cool benefit is that since users can connect multiple music services within their bop.fm accounts, they can listen to artists and songs that may not be available through a particular streaming service. For example, someone might be a Spotify user, but have to open a different app to listen to artists like the Beatles or Taylor Swift, or maybe the latest Drake mixtape. But with Bop, they won’t need to worry about it, they simply pick the song they want to hear, and we’ll automatically find where it’s available.

bop.fm’s reach goes beyond its website

In addition to the bop.fm website, we syndicate our technology out to partners. These partners include major entertainment publishers like Billboard, artist websites like Arianna Grande, lyric sites like Rap Genius, music blogs like Complex, and even news outlets like Huffington Post.

We power playback for them, giving them a 3rd party player widget they can embed to their site to make it really easy to add music playback that’ll work for all their visitors, regardless of what music service they’re subscribed to.

We also have an iOS app that lets users do everything they can on the desktop – listen to songs, create playlists, connect music services – all on the go.

 

bop.fm’s audience is incredibly diverse and the data they capture comprehensive

We receive millions of visitors each month, and our user base is very diverse. They span a wide range of demographics, geographies, and genre interests. The tie that binds all our visitors is that they’re all music fans and pretty technologically savvy – we have a good distribution of visitors across desktop, phone, and tablet devices.

We collect data at a very granular level. We can capture audience data at the artist, genre, and even song level, and can pass all that data into the Marin Display platform. For the moment, we’ve built audiences at a higher level, by genre, but we’re starting to pass artist-level data through, too.

Additionally, one of the most unique aspects of our data is that we can detect which music service a user is subscribed to and allow advertisers to target that attribute. You won’t be able to find this elsewhere. So for example, if a brand is currently running advertising targeting Spotify users, they can extend that reach by finding that audience outside of the Spotify experience, and targeting them on the web and Facebook.

Why target bop.fm’s audience?

There are a lot of potential targeting applications for our audience.

One obvious type of advertiser is a company in the music industry, like a music festival looking to reach relevant audiences, or an artist or label trying to promote a new album. We’ve found that a lot of retail brands are interested in reaching our audience as well. Sometimes they see an overlap of a particular genre or artist and their own audience – for example, a jeans brand going after country music fans, or a footware/athletic apparel brand going after hip hop fans. Other times, they may be trying to take a more cultural or artistic approach to connecting with their audiences. The prototypical example would be if Pepsi does a big campaign with Beyonce, and they can easily reach Beyonce fans across the web through us.

What goals are you looking to achieve with Partner Connect?

This is a new concept for us, so we’re eager to see how brands can leverage the data we collect. We think there’s a ton of opportunities to leverage the data that we collect and make available for targeting within Partner Connect. Our goal is to get a better idea of demand, including the types of companies, the audiences they’re interested in, and the ways they’re using that data, to get a better idea of the overall revenue potential.

Interested in targeting bop.fm’s audience? Learn more about audience extension with Partner Connect!

 

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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Perfect Audience and HubSpot
Life just got a lot easier for Perfect Audience customers who use HubSpot for inbound marketing. Today we’re excited to announce that we’re partnering with them to help you save time, advertise better and get more customers!

We’ve built an integration that creates audiences from HubSpot landing pages and Smart Lists when you connect your accounts. If you’re a marketer who’s built dozens of pages using HubSpot, you’ll have audiences built automatically for each of them that are updated every night.  This saves you a ton of time! With the busy work out of the way, it’s much easier to align the messaging you send out via email with messaging you send via paid advertising.

Connecting a HubSpot account to a Perfect Audience advertiser is free, fast and takes just a few clicks.

We’re very excited about this new partnership and will be making updates and feature improvements over the weeks and months to come.

Are you a HubSpot customer who uses Perfect Audience?  Give the integration a try and let us know what you think about how we can make it better.

Learn more about HubSpot integration.

You can also find more details in our Support Documentation.

Kris Corzine

I'm a Sr Product Manager at Perfect Audience, a Marin Software company. I like making sure things look good while going fast.

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We have a new way to help you view and share your campaign data! Check out Report Builder to get easy to analyze ad information, right in your inbox.

Report Builder lets you create, manage and schedule detailed reports about the performance of your Perfect Audience campaigns.

Report Builder_create

Your Perfect Audience Dashboard is great for an overview of campaign performance, but sometimes you need to dig into the details and generate specific reports that can be sent to members of your team on a regular basis.

With Report Builder, you can set up a one time or recurring report that will update you on how campaigns are doing. Configure the report to only show the metrics that matter to you and filter the data that is important.

Need more information? Visit the knowledge base.

Try it out by logging in then clicking on the Reports link in the navigation bar.

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Kris Corzine

I'm a Sr Product Manager at Perfect Audience, a Marin Software company. I like making sure things look good while going fast.

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This post originally appeared on Marin Software’s Marketing Insights Blog.

1. Figure out what your goals are

This is the basic step that should kick off any marketing campaign. Determine what you want to accomplish. Cross-device retargeting can help you accomplish four general goals:

  • Build awareness: Do you want to keep your brand in front of your potential customers at the right moments?
  • Facilitate acquisition: Did your visitor view a category or a product on your web site? Is there a potential next step you want to encourage?
  • Drive conversions: Did the person abandon her shopping cart? Could a little push help complete the transaction?
  • Reengage: Is there potential for reengaging with existing customers to either cross-sell complementary products or encourage a repeat purchase?

2. Segment your audiences

Creating actionable audience segments is necessary for any retargeting campaign and it’s no different when you’re retargeting users on their mobile devices. When segmenting your audiences, there’s a balance you’ll need to strike with your audience segments – smaller audiences can perform well, but are harder to scale; large, generic audiences can be harder to optimize. For cross-device retargeting campaigns, we’d recommend starting with the following audiences:

  • All visitors
  • Visitors who have viewed a product or category
  • Visitors who have abandoned their shopping carts
  • Customers (people who have converted)

3. Choose the right ad format

If you’ve ever done retargeting, the previous two steps should be pretty familiar already. Step three is where some of the nuances diverge. There are two common mobile ad formats used in-app and across mobile web sites:

  • Mobile Banners display the ad across the bottom of the screen. The most common size for mobile banners is 320×50.
  • Interstitial Ads take over the screen until the user dismisses it. The most common interstitial sizes are 320×480 or 480×320.

Beyond the obvious difference in size, the two ad formats have distinct strengths and weaknesses.

If you want to drive volume, mobile banners are your best bet, as the available inventory vastly outnumbers mobile interstitial inventory. We’ve typically seen the number of available banner impressions outnumber interstitial impressions by 3-5x. Mobile banners are also significantly cheaper than interstitials. Mobile banner CPMs range from $.50-$2.00+, whereas interstitial CPMs range from $3.00-7.00+. On average, interstitial campaign CPMs are about 3-6x higher than mobile banner CPMs.

Of course, price isn’t the only issue. Part of the reason Mobile Interstitial ads cost more is because they enjoy significantly higher engagement rates. On average, interstitial click-through rates (CTRs) are 3-4x higher than banner CTRs. Based on the campaign and creative quality, we’ve even seen interstitial campaigns with CTRs up to 10x higher than average banner CTRs.

The takeaway here is that, as always, there are trade-offs so it’s worthwhile to test different formats to see which best addresses your specific goals. For scenarios where volume is important, or you’re budget constrained, try testing mobile banner ads. If you’re trying to encourage customer action, then interstitials might be the optimal format.

4. Optimize your creative for mobile

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Provide a clear and simple value proposition; create a sense of urgency and include vivid, strong CTAs

Creative optimization for your mobile campaigns goes beyond just repurposing your desktop banner ads. Mobile ads give you a unique chance to make an impression. The key to driving performance is simplicity and directness. You’ll want to ensure your mobile ads offer the following:

  • A clear value proposition. The creative canvas on mobile is relatively limited, particularly if you’re using mobile banners. Keep your message simple and make sure it’s relevant to your target audiences’ interests.
  • Use strong call-to-actions with bold designs. You have a split second to capture your audiences’ attention; don’t get cute with your CTAs. Use strong, directive language, and make sure the CTA design stands out.
  • Create urgency. Mobile can be a particularly effective means to get users to take immediate action. Try including an element of limited timing or supply in your message.
  • Rotate your creative. One of the benefits of mobile advertising is that there’s much less clutter and typically only one ad is shown on-screen at a time. The downside of this exclusivity is that your audience is likely to become tired of your creative much quicker. To minimize banner fatigue, try to create a couple different variations of each ad and rotate them liberally.

5. Measure holistically using view-through conversions

I’ve already beaten the drum pretty soundly on why you should be measuring view-through attribution here. If you’re still primarily measuring performance on a last-click model, mobile might be a good opportunity to also try testing a view-through attribution model. Tracking mobile view-throughs can be especially enlightening if your customers are more likely to convert on desktops or if your ad CTAs drive to a desktop-centric action.

Hopefully these recommendations will help you get a head start with your cross-device and mobile retargeting campaigns!

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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