App burst campaigns can drive visibility to your app. Working in concert with app store optimization (ASO), you can reap the rewards of organic and non-organic downloads. While this form of advertising is popular, mobile app marketers still have questions. So, we’ve put together a quick review of six things to know about burst campaigns.
What Is a Burst Campaign?
First, let’s start by defining exactly what a burst campaign is. It’s an aggressive media spend over a very short period of time with the goal of exposing the app to the largest audience possible. So instead of spending the budget over a period of time, the burst campaign uses it to create the “burst effect.”
How Long Should a Burst Campaign Last?
Burst or boost campaigns usually have short timeframes with a big advertising spend push. Most of the time, these last for two to three days.
How Does a Burst Campaign Help with Organic Downloads?
As users download your app based on your ads, the happy consequence of rising in the app store rankings occurs, which leads to more visibility. Since many users look to the category charts for app ideas, they may see your app and decide to try it out.
Are there Optimal Times for Launching Bursts?
There are many ideal times to burst. It all depends on your goals and your app. Many mobile app marketers use them when the app launches. Just make sure your app’s been through thorough testing and bugs aren’t present. Burst campaigns can be event-specific, as well. Sports apps may leverage them at the start of the season, while shopping apps may see a good opportunity in Q4 around holiday gift-giving.
Are Some Apps Better Suited for Bursts?
Yes, usually those with broad appeal do well with bursts. Apps that cross generations and other demographics are a good fit. If your app is very niche, you’ll probably want to engage in other user acquisition (UA) strategies.
Can Every Network Support a Burst?
You’ll need a robust network that has enough traffic for you to realize positive ROAS (return on ad spend). When working with your mobile app marketing partner, ask about traffic sources so you get the best results.
Are Burst Campaigns Different for iOS vs. Android?
The most significant difference is the algorithm. The Apple App Store relies on the frequency of installs for ranking, making it the preferred channel. Google Play is a different animal, using an algorithm similar to Google’s search engine ranking. The App Store also has less volatility in rankings than Google Play.
AdAction Delivers the Best ROI and Lowest Fraud
In 2021, AdAction had rankings in two categories:
- Overall Global ROI Leaders for iOS and Android.
- Global Fraud Leaders for Android (lowest fraud on ad networks).
Earning these rankings is extremely important in the industry. Mobile app marketers are always focused on achieving substantial ROI and eliminating fraud. It’s really excited to be ranking for the Best Overall ROI for a third time, with previous placements in 2017 and 2020. The Global Fraud Leaders is a new list for the ranking, and we’re equally thrilled that our efforts here are working for clients.
There are three main categories: ROI, Retention, and Fraud. The subsets for each one differentiate between iOS and Android. ROI and Retention are returning categories, while Fraud is new.
ROI and Retention have subsets for each category, gaming and non-gaming. They also have a list of overall global leaders as well as regional. Regions are APAC, EMEA, and North America. For Fraud, the segments are overall, iOS, and Android.
The Singular ROI Index Methodology
The index only ranks ad networks, not agencies or affiliates. The study ranks ad networks on six criteria:
- Spend must be above a certain amount.
- Fraud rate must be below a maximum.
- Reach: A significant number of Singular clients must use the network.
- CTI (click-to-install): Must have a low to moderate CTI.
- ROI calculated by in-app spend from acquired users.
- Retention: Percentage of users that remain active after 30 days.
Insights from the Rankings
After a year of significant change and disruption, mobile app marketing looks different in this year’s rankings. Some of the trends the authors identified are:
- On-device platforms performed well.
- Platform expansion occurred but now, as you’d think. Twitter and Snap became more prominent as a Google and Facebook alternative.
- Gamified ads and loyalty networks were popular.
- Influencer marketing in mobile user acquisition (UA) was more prolific and easier to attribute.
- TikTok ranked on more lists, supporting influencer marketing, native ads, video, and brand and retail.
- Apple ranks in every iOS category.
Grateful for the Recognition
CEO Brian Fox said, “The Singular ROI Index is a guide for many mobile marketers, and we are appreciative of these rankings. They are a testament to our approach to mobile app marketing, driving ROI, and protecting against fraud. Happy to celebrate this with the entire team.”