The world of digitisation is transforming with leaps and bounds where advancements and developments in technological infrastructure are massively reshaping the digital advertising landscape and marketing practices too. This has also become possible with the advent of multiple ad formats and targeting options which have proven to be the best in the zone of their characteristics.
But one of the most noticeable things in recent years that is prominently optimising the campaigns and maximising the brand reach is ‘Appographic Targeting’. This is booming and making its mark, aiding app marketers to make the most out of their marketing campaigns.
Appographic targeting focuses on users’ app interests and types of app that better helps marketers to identify the audience of their needs and wants. It’s a way forward, enabling brands to make their effective online presence in the competitive industry since this is much beneficial in analysing the audience expectations and requirements from brands.
Owing to this, targeting the audience in an apprographic manner is becoming a lucrative option for marketers as they get to know the audience more deeply via the users’ metrics and insights that often go beyond the app category.
This is why this targeting is proving to be a driving force in increasing app install rate with higher CTV and conversion rates at lesser CPI.
Appographic targeting has a lot more in store to help marketers maximise their brand reach:
Audience segmentation: Since the epicentre of appographic targeting is analysing users’ interest, brands owners can better segment the audience who shares similar or common interests. They can make a group of users based on their demographics, geolocation and device type and showcase the storytelling content of their interests at the time when they remain active on their smartphones. This will result in effective brand recall value and retention rates as the users get served only with the content they wish to consume.
Increase precision: In my opinion, this comes immediately after similar-interests-sharing cohorts since it broadens the perception of marketers to target them precisely. This can be coupled with OEMs as well because it specifically relies on app recommendations based on users’ interests and choices.
This tactic also helps in increasing user engagement and personalisation because users automatically get the app suggestions which can be installed easily without much navigation, resulting in quality user acquisition and incremental brand recognition.
Enhanced engagement: Tapping into the right audience precisely with the right creative, tailored to users’ interests while catering to their requirements can actually skyrocket not only the sales but engagement rates as well.
This is because appographic targeting builds an affinity between advertisers and audience and netizens start relying on the brands that best fit their matches. This also helps marketers in better monitoring the users purchasing habits and also prevents them from becoming churned or brand switchers.
Improvises brand loyalty: Today users are tech-savvy and mobile-first so they are well aware of the brands as their needs and demands for online content consumption encourage them to dive deeper into its offerings. Herein, appographic targeting gives marketing efforts an extra edge since targeting brand-aware users helps in improving brand loyalty. Since they had either made actions on the brand earlier or would try to get engaged with it which leads to brand loyalty and the possibility of repeat purchases too.
Hence, there would be nothing wrong to say that appographic targeting plays a significant role in driving campaign performance, content optimisation and maximising brand reach as this advent is revolutionising the digital ecosystem, giving app marketers an opportunity to trust its capabilities.
Vishal Singh is the country head – India for Xapads Media, a full-stack AdTech platform which offers 360 degree digital marketing via artificial intelligence or machine learning driven programmatic engine- Xerxes.