Driving mobile app installs with Universal App Campaigns
Loop News is the Caribbean’s leading news source owned and operated by Trend Media. Launched in 2014 loop news has operations in 6 Caribbean markets and has accomplished an average of 3 Million users and 15 Million page views each month. The mobile app boasts over 1 million installs since inception.
The Loop team’s objective is to assure continuous app growth. To achieve this the team enlisted the help internally of the Programmatic team here at Trend Media to help drive this new install growth.
The team employed the strategy of a Universal App Campaign (UAC) managed and executed by our in-house Programmatic team to achieve the goal of generating app installs over a 4 week period. UAC uses a combination of text with display and video formats to create different ads that appear on various Google properties including Google Search, Google Play, Google Display Network, YouTube and other publisher partners like “AdMob” with the goal specifically to encourage app interaction and install
Initial research of the target market showed that 69% of mobile user’s primary device is Android, which also made UAC a natural choice since its campaigns have seamless integration for apps that are published on Google Play.
The campaign was applied for 1 month to ascertain whether goals were being achieved
Results
The campaign lasted the month of September 2019 and results were as follows
- Target: 20,000 installs – Achieved: 22,082
- Total Impressions 10,789,831
Summary
The results show that applying our UAC strategy is the best way to achieve app downloads on mobile. Since then, we continue to use this tool to steadily grow the Loop app audience here in the Caribbean.