How to Improve Mobile App Discovery and Engagement Share via Vaishali Gala October 19, 2021 Getting consumers to check out your App for the first time has always been tougher than developing the App in the first place. With a plethora of apps now striving hard to get the consumer’s attention, the competition is just getting tougher by the day. Consumers are spoilt by choices and rather find it difficult to navigate through the sea of apps and actually reach the right app they are searching for. Traditional ways of making the app stand out include app store optimization and user acquisition campaigns. However, these have proved to be time-consuming tasks. By far the best method of achieving app discovery has been device level discovery. On-device discovery has been proved to get the maximum ROI till date. The logic behind and the environment can be easily understood by the fact that more than 70% of the mobile market is still held by Android, and this number has only been growing. So, the Android App discovery model continues to have a sway over the App market and can control Apps serving to a considerable extent. Change in Consumer Expectations Consumers have started expecting more personalized experience at every level. Searching for an app is no different. Consumers do not want to spend time on finding the right app by surfing through innumerable apps, they rather want to find the right app to spot them instead. This is possible with an intelligent and effective use of the App Advertising platform like Deviceboost or the likes. Platforms like these use algorithms to predict user behavior and then serve Apps of their interest to them. This is the most fool-proof way to target hyper-intent users. This way the targeting gets more personalized and intuitive. Survival in the Competitive App Market Marketers know that brands need to target consumers at various levels of mobile lifecycle. However, newly purchased devices provide an arena almost all brands compete for. This is the space where brands get undivided attention from users and have an opportunity to gain their confidence and grasp their interest during the personalization process. Statistics show that most people download all the needed apps on their first day of device usage. Hence, this first day of the device is most crucial for an app. If this day is survived, they are likely to stay for a lifetime. App Discovery Options On boarding an App Advertising platform offers placements with premium OEM manufacturers and is the quickest and surest way of reaching out to the maximum audience. Such platforms have device inventory options and can have an app placed at premium properties. On Device Ad Placement is by far the most sought-after App Marketing strategy. With premium App Marketing platforms, apps can directly be placed on the Home Screen or -1 Screen of a mobile phone as a part of the suggested Apps group. For more targeted app marketing, brands can even get their apps placed in the Folders by way of suggestions in the dedicated categories. Say, for example, users get a suggestion to download a bank’s app in a folder with Bank and Finance-related Apps. App Marketing with OEM store inventory can capture high-intent users who are on the look-out for new Apps and are highly likely to convert. The most likely trend to take over the mobile app advertising network is the App Discovery Platform. OEM platforms like Deviceboost have already done an intelligent job in this field. This platform has struck deals with leading mobile manufacturers like Huawei, Samsung, Oppo and Vivo and is able to place their Advertisers Apps directly on their partner’s mobile devices. App Ad Formats & Placements Apart from direct placements, brands can even opt for subtler ways of reaching out to consumers with these kinds of platforms. Consumers can be reached with attractive and intuitive ad formats like native or interstitial or even splash ads. This kind of OEM advertising lets brands choose device type, location of consumers and even behavioral patterns. Controlled Analytics & Ad-Fraud Prevention One major contributor towards this growing trend in app promotions is transparency and control. Marketers get better control over their targeting and can have full transparency. Creatives and real time insights are also a leverage that marketers can have in planning their mobile app monetization strategies. The most top-rated platforms also offer anti-fraud solutions to brands. Controlled analytics are a fool-proof way to ensure that fake impressions are not eating into your marketing budgets and brands are reaching their targeted audience. It is the device level app discovery that has enabled a conducive synergy between consumers and devices that offers them a personalized experience.