Airship has acquired app store optimization specialist Gummicube for an undisclosed sum. Combining Airship and Gummicube makes sense, says Airship CEO and President Brett Caine, because marketers want greater insight and control over the full app marketing funnel, from discovery and download through to monetizing and retaining users.
Twitch is mainly known as a streaming platform for gamers. But what’s a gamer, actually? “The truth is, close to 80% of Americans over the age of 13 self-identify as gamers, and so the term starts to lose some of its meaning,” said Twitch CMO Doug Scott. “People who are into games aren’t solely into […]
DTC subscriptions may seem like one of the first candidates to get cut from the monthly bill as consumers become more cost conscious during the pandemic. It’s hard to justify having the latest fashions sent directly to your door now that the conference room table is the kitchen table. And do you really need that […]
Users flocked to apps during the first few months of lockdown. Paid acquisition was a bargain thanks to lower ad demand, while entertainment apps, games, fitness apps and delivery apps saw massive upticks in organic usage. Global downloads for hypercasual games, for example, shot up 103% between December 2019 and March of this year, according […]
Mosaic Group, IAC’s global app division, is probably one of the biggest mobile app developers you’ve never heard of. It owns 40 utility apps, including RoboKiller, the largest spam call blocker in the United States; iTranslate, the translation app with the greatest penetration after Google Translate; and the hugely popular Daily Burn fitness app. Mosaic […]
The online travel search engine Kiwi.com wants to retarget users in a personalized way that’s ROI positive, said Mark Calzaverini, the company’s head of performance. “At the very least, we need to be able to identify users, make sure we’re not selling them the same thing twice,” he said. For the last year and a […]
The Axios Sports newsletter recently hit a major milestone: 100,000 subscribers, up nearly tenfold in less than nine months. But this is not just growth for growth’s sake, said Ernesto Arrocha, associate director of growth and engagement at Axios, which publishes just under 20 daily and weekly newsletters. Its sports newsletter maintains a 42% open […]
Cost per acquisition (CPA) on Facebook has increased over the last few years as news feed ad load nears saturation. That’s a big problem for advertisers like DTC hair care and coloring company Madison Reed, which spends a large portion of its budget on Facebook. The company is always on the hunt for ways to […]
Story updated to include a comment from Snap. Snapchat is on track to lose US users for the first time this year, according to eMarketer, thanks in part to continued aftershocks from its disastrous 2018 redesign. And Snap’s loss could be Instagram’s gain. Monthly users are set to decrease 2.8% year over year at Snapchat […]
Machine learning is becoming central to user acquisition and app advertising at Google. On Wednesday, Google introduced five game developer-focused ads products, four of which are powered by some form of machine learning. The first new release, called pre-registration ads, for example, allows developers to reach Android users across the Play store, YouTube, search and […]
