Chartboost Creative Studio launches
|Richard Harris in Marketing & Promotion Friday, February 23, 2018|
New app install ad market dramatically increases mobile app conversation rates by using machine learning and unique insights from history.
In order to reach new users, brands have become increasingly interested in interactive ads that not only showcase products but deliver compelling messages - encouraging users to take an action - and ads that measure results in real-time. According to an IPG Media Lab report, interactive ads extend the amount of time consumers spend with the brand, driving a 47% lift in time spent with the ad versus non-interactive ads. The same study also found that interactive video ad engagement is tied to purchase intent, driving nine times higher impact on purchase intent, as opposed to passively viewing a video ad. Interactivity in ads is especially important for brands looking to gain both awareness and installs for their apps. The global app economy will be worth $6.3 trillion by 2021 yet with so many apps struggling for awareness and new users, many brands struggle to cut through the noise, and most importantly increase traffic from qualified users. Not surprisingly, US app-install ad revenue is expected to grow to over $7 billion by year-end 2020.
“We’ve been listening to our customers and we know brands not only want, but need to increase their ad performance,” said Johan Lofstrom, VP of Chartboost EMEA. “That’s why we’re excited to launch Chartboost Creative Studio, where we’re now delivering the kind of interactive mobile ads with the in-ad data and retention rates advertisers have been looking for.”
Creative Studio wants to "help takes the burden off advertisers, by helping them outsource the creative process for their ads, from ideation to A/B testing." The studio team also tracks in-ad data to keep optimizing ad units. For instance, if a user doesn’t install an app after seeing an interactive ad, the advertiser is able to see their interaction path within the ad and detect drop off. This data is critical to fine tuning the messaging and ad experience to increase brand awareness and conversions.
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