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User acquisition has become less expensive, with more players joining in during the lockdown.

Mobile game publishers are experiencing a boost in ad revenue with an escalation in almost every metric like in-app purchases and volume. With verticals like travel and retail, pulling back their marketing budgets, game advertisers have less competition to acquire users resulting in low acquisition costs.

According to a global technology company Fyber, the user volume for games has gone up between 50% and 500% depending upon their pre-pandemic usage. Hyper-casual games, in particular, have seen more players joining in due to their short lifetime value (LTV) curve.

But, mobile publishers need to stay vigilant and active and keep an eye on retention and engagement metrics. CEO and founder of UA platform Consumer Acquisition, Brian Bowman recommends advertisers to increase mobile ad spend early into the second quarter.

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