Airpush Guide to App Localization

Congratulations, your new mobile app is complete! The next step is launching a strategy that maximizes downloads as well as the revenue that your business can generate from them.

There are many elements that go into reaching this goal, but one of the most important is localization based on language, content, monetization strategy and app store distribution.

Learn more in this free whitepaper.

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Airpush’s Bundle 2 SDK helps developer earn 80% of revenue from 3rd party app stores

Challenge: WackiApps was founded in 2011, immediately finding success producing quality Android apps of all kinds, including wallpaper, trivia and games. The open nature of the Android platform allowed them to grow quickly and reinvest early earnings in order to propel the business’s growth even faster. Unfortunately, as the platform evolved, limitations were placed on the monetization strategies that were permitted through apps downloaded through the Google™ Play Store.

Solution: WackiApps was aware that with tightening developer guidelines, it was going to become increasingly important to publish different versions of apps for the Play Store and the large variety of 3rd party app stores available to Android users. WackiApps quickly integrated Airpush’s Bundle 2 SDK into their consumer downloads, because it’s specifically designed to maximize earnings from apps published on stores other than Google Play.

Results: WackiApps immediately saw dramatically increased earnings from using Airpush’s Bundle 2 SDK, especially from app categories that have historically been difficult to monetize, such as wallpapers. The strategy was so successful that the earnings from 3rd party app stores quickly grew to become over 80% of the growing company’s overall revenue. This enabled WackiApps to continue its rapid growth, which has included growing its internal team of developers as well as expanding its marketing team and budgets.

The strategy has been so successful, that it has resulted in a pivot to the company’s overall strategy. In addition to designing, launching and marketing some of the world’s premier mobile apps, WackiApps focuses on finding the best traffic throughout the world and maximizing its potential. Recently, this resulted in a huge win for the company, with them launching and monetizing the top trivia app within one of Android’s most popular categories.

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Airpush drives growth of new app by producing 3-5x more app downloads than any other network

Challenge: TableCard, a new app that allows users to check-in at their favorite restaurants to receive a discount, launched in late 2012 in targeted cities throughout the US. The founders knew that the first few months after launch would be critical for driving adoption, growing their reputation among mobile users and building the word of mouth that would create organic growth for years to come. Because the unique geographic and behavioral aspects of their app required a truly advanced set of tools, they began a search to identify the top mobile advertising networks in the world in terms of scale and reach, but also in terms of targeting and revenue optimizing technology.

Solution: TableCard’s founders did a comprehensive search of the options available in the mobile advertising industry, and decided to launch a campaign that ran on many of the top ad networks in the industry, including Admob, Millennial Media and Airpush. At Airpush, TableCard was assigned to a team of seasoned mobile advertising experts who guided them through the easy account setup process and provided award winning support so that they could quickly optimize the creative, targeting and reporting.

Results: In only a few short days, TableCard realized that Airpush was outperforming all other mobile ad networks in terms of traffic, conversion rates and overall engagement of users. Airpush also resulted in the lowest CPI (Cost-per-Install) of any of the top mobile ad networks used in the launch. To achieve these impressive results TableCard leveraged Airpush’s innovative and industry-leading mobile ad formats, including Push Notification, AppWall, Dialog and Icon Ads. The combination of advanced formats allowed TableCard to reach opted-in users in a variety of ways — shifting away from overused in-app banners that interrupt user engagement. Airpush’s geographic targeting capabilities also dramatically outperformed the rest of the mobile ad networks, allowing TableCard to send ads to users who’s precise locations made them the most likely to respond to offers in real-world locations. This advanced technology also allows TableCard to accurately plan and roll out growth plans in new markets with virtually zero wasted budget; an essential component of expansion plans of any small organization with plans of heavy growth into the future.

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Coca-Cola generates 10.6% CTR and 2% conversion rate with Airpush

Challenge: Coca-Cola’s “Reasons to Believe” global campaign highlights that the good in today’s world outweighs the bad and features a local slant for each country where the campaign runs. Universal-McCann and Turn Digital in Romania teamed up for the first time to extend the campaign to the mobile channel in Romania. The agencies turned to Airpush to reach Coca-Cola’s target  market with the goal of having the audience download the “Coca-Cola Reasons to Believe” app customized specifically for Romania. Airpush worked closely with Coca-Cola and its advertising agencies to configure a mix of geographic targeting and advertising formats to reach mobile users and achieve the highest app download results and return on investment.

Solution: Airpush’s team of mobile advertising specialists prepared a mobile campaign using their geo-targeting technology for the entire country of Romania along with Central and Eastern Europe. Further targeting included devices using Android 2.3 and up so they could best support the app as well as teenagers, which are the demographic sweet spot for Coca-Cola.

Results: Universal-McCann and Turn Digital were so impressed with the exceptional results of the campaign that Airpush executed for Coca-Cola that after the initial campaign run from October 31 to November 30, a second ad flight was added from December 6 to December 16. With state-of-the-art geo targeting capabilities and a variety of ad formats to choose from, Airpush mobile ad professionals developed a stellar campaign generating an amazing 10.6% clickthrough rate and industry leading 2% conversion rate. Airpush’s revolutionary targeting and delivery technology is setting new industry success standards for their clients. With results that exceed expectations and impress heavy-hitters including Coca-Cola and their worldwide ad agencies, Airpush continues to prove that it’s truly the world’s best mobile ad network.

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Appia sees more than 84MM+ clicks using Airpush

Challenge: As the world’s largest open app marketplace, Appia is committed to providing its developers and content creators with the best resources and opportunities for distributing and monetizing their work. In late 2011, Appia designed a strategic growth plan that included integration with the top mobile ad networks in the world,including Airpush.

Solution: 2012 began with Appia deploying a broad range of Airpush’s innovative ad formats- mixing Home Screen Notifications, Mobile App Walls, and In-App Interstitials – to increase app monetization for the 32,000 developers who market and distribute their creations through the Appia Network. By joining the Appia marketplace, Airpush’s productivity was set in direct competition with other ad networks, both in the amount of traffic generated and the lifetime value that it generated.

Results: The Airpush network’s industry leading ad formats delivered exceptional results for Appia as soon as it was launched in the marketplace. Airpush consistently produced a 38% better CTR than their current network, sometimes higher. Even more importantly than traffic, Airpush was able to produce much higher engagement than the dozen other ad networks that were included in the marketplace, resulting in a dramatically higher LTV and ROI. Appia now counts Airpush among the most important strategic partners and considers their award-winning support team to be an extension of their own company. New campaigns are planned out as a collaboration between the two groups and Appia has complete visibility and control of their productivity via Airpush’s industry leading SaaS portal. Appia’s 2012 growth plans were a resounding success, with hockey stick growth throughout the year that took it from 1 million to 16 million users in less than 12 months. Appia now delivers more than 25 million downloads per month to consumers in 175 countries and Airpush is considered to be one of the main reasons for this success.

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Airpush delivers high levels of engagement at 8% below target CPA

Challenge: In February, Apartments.com wanted to run a two-week campaign to increase SMS opt-ins from consumers in order to drive traffic during the height of apartment rental season. To accomplish this goal, Apartments.com relied on Airpush to help create a successful strategy with a 24-hour turnaround time.

Solution: At the time, the target cost per acquisition (CPA) was set at $3.00. Airpush developed a mobile click-to-SMS campaign in order drive opt-ins to the Apartments.com database, generating opportunities today, as well as increasing potential consumers for future SMS engagement.

Results: Despite launching in under 24 hours, the Apartments.com marketing team was very pleased to have worked with Airpush, stating that this campaign was the easiest they had ever implemented. It ran seamlessly, outperforming Apartments.com’s previous campaigns with other mobile ad networks. Total opt-ins from the campaign was 5,453, which when de-duped with Apartments.com’s internal CRM system, turned out to be 86% net-new clients. The click through rate on the confirmation link was a notable 41%, unsubscribe rates were below 1% and there were more than 2,000 visits to the Apartments.com website, demonstrating the extremely engaged nature of these mobile users. At the end of the campaign, the CPA averaged $2.75, saving 25 cents on each new acquisition and resulting in one of the highest ROIs in the company’s history. After this stellar performance by Airpush, Apartments.com is planning a new campaign to generate downloads of their mobile app.

Airpush exceeded expectations in every aspect of planning, execution and delivery of results, proving to Apartments.com that Airpush is the go-to mobile ad network for industry-leading success.

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Airpush delivers nearly 80% brand lift on a nationwide campaign for Stand Up To Cancer

Challenge: Stand Up To Cancer’s mission is to raise funds to accelerate the pace of groundbreaking research that can get new therapies to patients quickly and save lives now. In order to do this, the organization consistently launches media campaigns of virtually all kinds, driving awareness of programs and donations to researchers who combat the disease. SU2C planned their Kiss Cancer Goodbye campaign for the weeks leading up to Valentines Day, attempting to drive mobile users to share a kiss pic on social media and drive viral awareness of their initiatives.

Solution: When planning their Kiss Cancer Goodbye campaign, Stand Up To Cancer turned to Airpush as a key partner for driving brand awareness, social media sharing and an overall increase in donations to the mobile users throughout the country. Airpush’s creative services team designed a suite of their advanced Abstract Banners, which displayed SU2C’s videos within HTML5 engaging banners to drive heavy user engagement. Airpush’s experienced media planners also prepared a targeted, comprehensive campaign to run on the network’s 450,000,000 user network.

Results: Millward Brown Digital was contracted to do an independent, verifiable study on how the campaign impacted consumer sentiment and likelihood to donate for the mobile users that received the campaign. This included a survey submitted by both control and exposed groups who had only seen the ad. The results were extremely impressive, exceeding the expectations of the client.

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How to improve brand safety in mobile advertising

Mobile advertising can be a bit of a minefield.

Getting your ads out there is one thing, but making sure they’re where you want them to be as well as far away from any inappropriate content can be something entirely different.

Join us as we take a look at both brand safety and brand transparency, as well as what you can do to try and preserve them.

What is transparency?

In terms of mobile advertising, transparency means having full visibility of not only where your ads run, but also where they don’t.

Transparency is incredibly important not only for analytical purposes but also the overall wellbeing of your brand – and your peace of mind.

A few other important things to bear in mind when it comes to transparency:

  • Transparency in reporting leads to better campaign optimization. For example, being aware of a user’s network connection, OS, device, and so on can uncover certain segments where performance is higher or lower, thus allowing you to target future advertising campaigns more effectively
  • Transparency allows for much more effective testing. Having full visibility into where each ad runs allows for true A/B testing before full budgets can be applied
  • Transparency applies to user behavior after seeing an ad. Allowing full use of tags, tracking, URL variables, and more can help you gain a more complete picture of how effective your ad buys are

What is brand safety?

When it comes to mobile advertising, brand safety refers to ensuring that your ads never run near or within inappropriate or highly irrelevant content.

By displaying its ads in the wrong place a brand can seriously tarnish its reputation, for example by having an ad automatically run alongside a news story covering a tragic event, or a during a video promoting a controversial political or cultural view.

Ads being shown in close proximity to irrelevant content can have a similarly negative effect. Relevancy is key to return on investment, and without it your ad network is wasting your ad dollars.

However, there are steps you can take to ensure that your ads never wind up rubbing shoulders with inappropriate content in the first place.

How to improve brand safety

There are a number of things you can do to maintain brand safety in your advertising.

When it comes to ensuring transparency, you need:

  • A curated inventory to aid with accuracy
  • To accept third-party tags, which helps give you important post-campaign insight into where your ads ran
  • Full whitelisting and blacklisting of your mobile app and website inventory, allowing you to clearly define where you want your ads to appear (as well as where you don’t want them under any circumstances)
  • Full post-campaign reporting on impressions, viewability, and conversions so you know what worked, what didn’t, and how to plan your next ad campaign

Staying on top of the issue of brand safety itself primarily requires the taking of adequate precautionary measures, such as:

  • Proactively eliminating the risk of ads being shown where they shouldn’t, something Airpush does automatically with its proprietary keyword-matching algorithm
  • Direct integration with publishers to ensure a more curated, controlled inventory
  • Advanced targeting parameters in order to increase brand relevancy with a matched supply

Choosing the right ad network

When choosing an ad network, it’s important to make sure the one you partner with takes transparency and brand safety as seriously as you do.

You should also ensure that your ad network has a large network of first-party publishers in order to allow for greater control of where your ads run – a far better option than using networks that simply act as intermediaries.

Here at Airpush we strongly believe that upholding brand safety and ensuring full transparency are key to creating long-lasting relationships with our advertisers, and are always working on how we can do this even better.

Get started with a free advertiser account today, or alternatively get in touch with our sales team if you have questions or to discuss a potential partnership.

Navigating Alternative App Stores: What They Are and How to Monetize Them

According to Statista, there are over 3,300,000 apps available on the Google Play store. However, although Google Play is the undisputed king of Android app distribution, it is not alone.

There are now dozens upon dozens of alternative Android apps stores, providing users of Google’s open-source operating system with a choice when it comes to downloading new apps.

But what are alternative apps stores, and how can you use them to your advantage?

What are alternative app stores?

As their name suggests, alternative app stores are app stores other than the big three (Google Play, the Apple App Store, and the Windows Store), and in this context specifically those for Android apps.

As Android is an open-source operating system that does not demand distribution exclusivity, alternative Android app stores are freely permitted by Google (although it cannot be said that all of them are as well-made and regulated as Google Play).

Alternative app stores are also not solely the domain of small, independent companies, and this has helped in lending them some legitimacy.

Some common types of alternative app stores include:

What are the pros of alternative app stores?

For users, many alternative apps stores offer a variety of perks and bonuses in order to entice them away from Google Play.

Perhaps the most attractive of these is their frequent promotions, which include discounts as well as the opportunity to get premium apps for free as part of free app days and similar schemes.

Some alternative apps stores also offer curated lists as well as more specific content categories than Google Play, making it easier for users to find what they’re looking for even if it’s part of a more unusual niche.

For developers, alternative app stores offers opportunities that they might not get on Google Play.

As part of a third-party app store’s much smaller lineup, a newly released app has a much better chance of being seen by users. Indeed, even if an app is on Google Play, it certainly doesn’t hurt to also release it on a third-party app store in order to increase exposure.

Furthermore, in some countries the use of Google and its services are restricted or even banned completely, meaning third-party app stores are the only options if developers want to breach these markets.

The majority of third-party app stores also don’t follow Google Play’s strict advertising rules, meaning both developers and ad networks have a much greater amount of freedom when choosing how to most effectively monetize their apps.

Are there any risks in using alternative app stores?

Users who wish to install apps from alternative app stores need to enable downloads from unknown sources in order to do so. This can put them at risk of viruses and malware, but by exercising caution when choosing what to download and using a robust antivirus app these risks can be largely mitigated.

Developers face different concerns when using alternative app stores, which can include having to participate in forced promotions, a lack of transparency when it comes to the portals themselves, and a longer delay in getting updates to app users.

However, the rapidly increasing popularity of third-party app stores means they can offer developers valuable new opportunities to reach new users and markets across the world.

Top alternative app stores

Some of the biggest contemporary alternative Android app stores include:

  • Amazon Appstore – Perhaps the highest profile alternative to Google Play, the Amazon Appstore has a much smaller selection of apps but all of them are checked against Amazon’s stringent quality standards. Polished, easy to use, and the default place for users of Amazon’s Kindle line of tablets to find apps, the Amazon Appstore offers users free apps of the day as well as the Test Drive feature, which lets you try an app before you buy it. It’s also possible to publish HTML5 and web apps to the Amazon Appstore, although tablet-optimized apps generally do better than smartphone ones in general due to Kindle users being the store’s primary user base.
  • Samsung Galaxy Apps – As the biggest and most successful Android device manufacturer, it’s no surprise that Samsung has its own app store. Coming preinstalled on all Samsung devices, it has an immediate and large customer base, and offers users tailored recommendations thanks to a special algorithm. Getting your app on Samsung Galaxy Apps involves a formal submission process, with income split 70% to the developer and 30% to Samsung. However, with Samsung being the world’s number one smartphone manufacturer and app distribution across over 125 countries, it’s definitely worth looking into.
  • Opera Mobile Store – The Opera Mobile Store has a direct link to Yandex, and as a result has access to almost the entire Russian app market due to all its apps being present in the Yandex App Store. Boasting over 100 million visits every month and a million downloads a day, it’s also free to submit your app to the Opera Mobile Store and get a slice of this massive audience. Opera does take a 30% cut of any sales, but it’s definitely worth it for the amount of possible exposure available.
  • GetJar – GetJar offers a huge selection of free apps for a variety if platforms including Android. Although fairly basic, GetJar is well categorized, has over 30 million users, and includes a nifty recommendation service that allows for the quick discovery of news apps. GetJar also has some great monetization methods baked in, and its virtual currency GetJar Gold is one of the largest virtual currencies in use. Developers can take advantage of virtual currency tie-ins and the ability to target new users with various different kinds of promotions. However, the submission process can take a little while.
  • Slide ME – Slide ME has a global reach and a substantial user base, with a large number of both free and premium (all of which have passed a quality control process) available. This global availability is supported by a wide variety of payment options, including PayPal, and it has great search filter options, meaning that it’s easier for users to find what they’re looking for as well as for new apps to be discovered. Slide ME also has its own ad network, giving you the opportunity to get a greater percentage of revenue generated by your app and potentially more than the standard 70% offered by most app stores.
  • F-Droid – F-Droid specifically focuses on free and open-source software (FOSS) for Android. Volunteer-run and reliant on donations, all of the apps on F-Droid are free, and must have no tracking, no ads, and no paid add-ons. Obviously this means F-Droid will not be a huge target for developers if they want to make a profit, but it has a strong user base and it’s free to submit an app, making a good way to assess popularity if nothing else.
  • Mobogenie Market – Mobogenie offers a large collection of curated apps backed up by an intelligent recommendation engine, and is available globally and without registration. Mobogenie also acts as a file manager, and its handy PC client lets you move and back up content, apps, and settings with ease. For developers, Mobogenie has an app review process with a fast 24-hour turnaround time, with an impressive 80% of the revenue going to the developer. Although originally developed in India and with a large user base there, Mobogenie supports multiple languages and can prove useful for targeting markets where Google Play isn’t so popular.
  • Mobango – Mobango has millions of users who rack up thousands of downloads a day, and is fast growing in popularity. Uploading apps is free, no percentage of your profits is taken, and with a relatively small amount of apps it’s not hard to become one of its top downloaded titles.
  • AppsLib – Created by Archos, AppsLib is the app store for Android devices (primarily tablets) that couldn’t get Google certification. AppsLib comes preinstalled on a number of devices from smaller manufacturers, and each of its over 400,000 apps have been certified as compatible with specific devices. Users can search by category and even pay using PayPal, while developers will benefit from the standard 70% share of their app’s revenue.
  • 1Mobile Market – 1Mobile Market only features free apps and it costs nothing to submit them. However, all apps do still have to go through an approval process which includes malware checks and general quality assessment. A robust recommendation system means apps can often become very popular very quickly, and there are already hundreds of thousands of apps available that have been installed over 100 million times.
  • Mobile9 – Mobile9 is similar to a social network as well as being an app store, and has millions of active users. It is free to submit apps, and users can share theirs as well as comment on other people’s. With its huge user base and a relatively small number of developers, it can be fairly easy to get your app noticed in Mobile9.

Monetizing alternative app stores

Monetizing apps that are distributed in alternative app stores may actually provide a better opportunity for developers to maximize their revenue. The majority of third-party app stores don’t have the strict limitations on ad formats and on-app advertising tactics that Google Play does. This means developers have the opportunity to leverage high-performing ad formats like push notifications, icon ads, and others – particularly those that perform outside the app.

Both push notification and icon ads usually offer much higher CPMs than traditional in-app banners as users can engage with the ads even after they’ve left the app. Once an ad has been pushed to the notification tray or an icon has been dropped on the user’s home screen, the ad persists until it’s clicked on or removed. This results in a much higher probability of conversion when compared with traditional formats.

Protecting your apps and earnings

One of the pitfalls when leveraging alternative app stores is the risk of piracy. There are many ways pirates can hijack your app and replace your monetization strategies with their own. As such, taking steps to protect your app’s integrity – as well as your hard-earned ad revenue – is extremely important when monetizing in alternative marketplaces.

Solutions like Tapcore can not only help you identify if and when your app has been pirated, but also monetize the pirated installs to help you recoup any lost earnings and even steer the pirated user back to a legitimate app download.

While the user bases of most alternative apps stores are still relatively small, they can be a great way for developers to get their apps further afield. However, make sure to do your research before submitting – you don’t want to waste time and effort getting your app onto an app store that won’t help you achieve the results you’re after.

While none of these alternative app stores are in a position to replace Google Play just yet, they certainly present themselves as excellent opportunities for both greater app exposure and monetization

Airpush Announces Strategic Partnership with Papyrus

Airpush is excited to announce a brand new partnership, and pilot integration, with Papyrus — an innovative organization that’s developing the world’s first decentralized and highly scalable ecosystem for digital advertising.

The comprehensive system aims to bring together users, publishers, advertisers, and developers of decentralized applications (dApps) in an efficient, transparent and mutually beneficial environment. Papyrus’s architecture and token economy will allow publishers and SSPs to become a part of a decentralized advertising market where they can increase their revenue. With Papyrus, they’ll be able to prove the quality of traffic by referring to the blockchain-linked aggregated history data and receive payments with fewer costs on intermediaries.

How does Airpush play a role? We have been fighting fraudulent traffic, striving for transparency, protecting the interests of advertisers and publishers, and enabling the latter to monetize collected user data for over 7 years. The collaboration with Papyrus will help both companies research new technologies in order to combat these and other problems facing the mobile advertising ecosystem.

To learn more about Papyrus and their vision for a decentralized advertising ecosystem, read the in-depth whitepaper located here.