1.
Advertising Automation Software
The Performance Marketer’s Guide to
Scaling Growth with Mobile App Install Ads

2.
Advertising Automation Software
App Install Ads Are Helping Fuel The Mobile
Revolution
According to eMarketer, marketers dedicated over $3 billion
dollars to mobile app install ads last year in the US alone.
With the increased popularity of mobile app ads among
advertisers in verticals ranging from gaming to retail, it’s more
important than ever to understand how to use the format to your
advantage.

3.
Advertising Automation Software
What’s In This Presentation
This guide offers ad spend trend insights, creative inspiration for
all types of app ads, and examples of advertisers leveraging the
format to drive mobile growth and ROI, at scale and across
channels.
For both gaming and retail advertisers, this guide features:
• Facebook, Instagram, and Twitter mobile app ad spend trends
by format
• Examples of compelling ad creative for image, video, and
carousel mobile app ads
• Successful strategies from mobile app advertisers accelerating
growth with Nanigans

4.
Advertising Automation Software
Mobile App Install Ads for Gaming

5.
Advertising Automation Software
Mobile App Install Ads For Gaming
With 79% of US smartphone users projected to actively play
games on their device by 2020, the growth potential for game
advertisers is tremendous. But to profitably scale a game’s user
based of engaged (and monetizing) players, advertisers must
know how to effectively leverage all the most compelling app
install ad variations available.

6.
Advertising Automation Software
Mobile App Install Ads For Gaming

7.
Advertising Automation Software
Mobile App Install Ads For Gaming – Image
Promoting dramatic, action pack-packed game imagery is a smart
tactic for catching the attention of potential new users and driven
them to download a game.

8.
Advertising Automation Software
Mobile App Install Ads For Gaming - Image
In this Facebook example for Fantasy Chronicles HD, the image
features a striking scene of a monster from the game. The fact
that the viewer can’t see the entire monster helps inspire
curiosity, which may lead to higher install rates.
For image app install ads, consider
testing eye-catching custom
imagery like Fantasy Castle HD’s,
along with direct gameplay
screenshots or photos of people
engaging with the game on their
smartphone or tablet.

9.
Advertising Automation Software
Mobile App Install Ads For Gaming - Video
Video ads can be perfectly suited to drive high-value game installs
because games often feature exciting and motion-filled visuals.
Video are a powerful tool to
not only attract attention, but
also spur installs through
storytelling and giving users a
taste of the fun in-game
action.

10.
Advertising Automation Software
Mobile App Install Ads For Gaming - Video
Playrix’s Twitter ad for Township leverages video to draw in
potential new users by showcasing bright animated sequences
pulled directly from within the game.
Using in-game footage can
be a highly effective
strategy for both reducing
ad creative production
costs and for rapidly
scaling the reach and ROI
of your campaigns.

11.
Advertising Automation Software
Mobile App Install Ads For Gaming - Carousel
On Facebook and Instagram, carousel app install ads can include
images, videos, or both, giving game advertisers a large and
flexible creative canvas. Multiple scrollable frames present an
interesting opportunity to feature progressive levels and a range
of characters, or even tell a narrative story from the game.

12.
Advertising Automation Software
Mobile App Install Ads For Gaming - Carousel
Slots- Pharaoh’s Way takes a creative approach in this Instagram
carousel ad by using a continuous background image that extends
through all four frames. This technique can encourage users to
further engage with your ad, increasing the likelihood of a new
install.

13.
Advertising Automation Software
Mobile App Install Ads for Retail

14.
Advertising Automation Software
Mobile App Install Ads For Retail
Mobile retail sales in the US are projected to soar to $178 billion
by 2018, and much of that mobile shopping behavior is
happening inside apps. As retail giants and newcomers alike
invest in building mobile apps to meet customers where they’re
spending more time, a smart app install advertising strategy is
critical.
Across Facebook, Instagram and Twitter ecommerce advertisers
are dramatically scaling app install campaign using new formats
like video and carousel. These options offer an attractive
opportunity to creatively present products and services to
customers, all with the goal of driving more purchases on mobile.

15.
Advertising Automation Software
Mobile App Install Ads For Retail

16.
Advertising Automation Software
Mobile App Install Ads For Retail - Image
Images that convey clear value in an interesting visual fashion are
often high-performers for mobile app install campaigns.
Showing a person using
your app or offering a
view of the app’s
interface can be an
effective way to
demonstrate its real-
world value at a glance.

17.
Advertising Automation Software
Mobile App Install Ads For Retail - Image
Anyone seeing this ad for Amazon’s mobile shopping app in their
Twitter timeline can immediately understand the benefit of
tapping “install”.
The imagery of someone
receiving a notification on
their smartphone with a
cup of coffee in the
background clearly shows
how Amazon’s app
introduces the most
popular new deals right
into your daily routine.

18.
Advertising Automation Software
Mobile App Install Ads For Retail - Video
Video offers ecommerce advertisers a chance to share an
engaging overview of a product’s or service’s value, using both
visuals and sound.

19.
Advertising Automation Software
Mobile App Install Ads For Retail - Video
MTailor’s mobile app install ad on Facebook provides viewers with
a quick and easily digestible demonstration of the product,
followed by an on-screen call-to-action to download the free app.
This is a compelling
example of repurposing a
video that could easily
work well on a website or
other digital channel.
When scale is the goal,
using existing content in
new ways can be an easy
way to accelerate mobile
growth.

20.
Advertising Automation Software
Mobile App Install Ads For Retail - Carousel
For retailers, carousel ads on Facebook and Instagram can be the
equivalent of a digital catalog featuring the products for purchase
inside an app. Carousel ads are especially engaging, since viewers
can easily scroll through each progressive frame.

21.
Advertising Automation Software
Mobile App Install Ads For Retail - Carousel
Here, Poshmark leverages a carousel app install ad on Instagram
to promote three hot deals on Nike footwear. The imagery is
simple, and the carousel format is perfectly suited to showing a
series of related deals from within the app. If the first deal
doesn’t compel a potential customer to install Poshmark’s app,
there’s still a chance that the second or third one will.

22.
Advertising Automation Software
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