It is obvious that our society has reached the dawn of a mobile age. In 2014 “56% of people in the country [used] a smartphone regularly” and it is predicted that “there will be more than 6 million new smartphone users in Canada between 2014 and 2018” representing “nearly 65% of the country’s overall population” (eMarketer, 2015). We use our phones to communicate, research, purchase, entertain and complete a large extent of our daily tasks. It has become essential for advertisers to access and utilize the devices that dictate how we interact with our reality.
Smartphone users by year:
Today’s digital advertisers have done well to pick up on the mobile trend; after all, advertising is based on the ability to influence how a consumer interacts with the products and services that impact their lives. It is crucial, therefore, for advertisers to have access to essential media in order for them to have influence on consumer decisions. In todays market, most agencies are turning to mobile based engagements in order to bang out winning campaigns.
Digital Advertising Revenue by Device:
The shift to a mobile driven society has posed a considerable challenge for those working in the advertising industry. The main reason for the challenge is this: mobile attribution becomes difficult when a campaign’s focus is on mobile app acquisition. Attribution by definition is the study of user activity that is caused by a particular advertisement or marketing strategy. When a strategy leads to an app install, sign up, or in-app purchase, advertisers need to track and attribute that action in order to optimize campaigns.
In the good ol’ days of internet advertising, there were the long-established, dependable attribution methods: cookies and pixels. These tools allowed advertisers to see how users interacted with impressions, when an acquisition was made, and which campaign was performing better overall.
In mobile advertising, however, it is difficult to measure a campaign when its focus is on mobile app acquisition. Once an ad leads to an app, vendors and advertisers encounter walls that bar them from viewing a consumers in-app activity. This reality makes it challenging for advertisers to calculate acquisition and conversion rates and optimize towards strategies that perform the best.
Connected Interactive has uncovered a solution to this mobile attribution problem in the form of the Connected Interactive SDK. Our SDK, or software developer kit, is a line of code used to track user data within an mobile app. With the use of our SDK, advertisers can finally access the acquisition rates and consumer activity that takes place in an app after a click through is completed. As a result, our SDK is revolutionizing the ecosystem of mobile advertising and pushing towards a greater landscape for mobile app acquisition.
What is Connected Interactive’s SDK and why is it essential to acquisition tracking and user re-engagement?
Connected Interactive’s SDK is a line of code that is installed into the software of an app and used to track where the install originated from and the occurrence of user movement. It is able to track this by creating data pools based off of the unique device ID numbers assigned to a smartphone.
By creating data pools, advertisers are given access to groups of information formed and organized based on the events completed by a users device ID. They can track virtually all user interaction, ranging from installs to specific events within a mobile app.
An example of a specific app event is exemplified by users who install an app but delay in signing up for its service. Once this data is collected and organized, advertisers can utilize a push notification system in order to re engage non-active users via contextualized messaging (I.E “don’t forget to sign up in order to redeem your free coupon!”).
There are several unique features of Connected Interactive’s SDK that surpass models offered by other developers. These four functions are improving mobile app efficiency and giving advertisers the right toolbox for proficient mobile app acquisition.
1. Connected Interactive’s SDK is Universal:
Connected’s SDK is a universal product; it can be used across both IOS and Google Play platforms and is adaptable to fit virtually any vendor. Instead of having different tracking systems for different vendors, advertisers can now have access to one universal platform. By alleviating the amount of software written into an app, Connected’s SDK is able to optimize an apps speed and functionality.
2. Connected Interactive’s SDK gives advertisers access to their own push notification system:
As mentioned above, Connected’s SDK gives advertisers access to their own push notification system. Instead of having to work through developers, advertisers will now have access to their own system where they will be able to push contextualized notifications based on the data that the SDK organizes and collects, at any time that they choose. This function allows advertisers to choose the best possible times to engage and re-engage users with personalized calls to action.
3. This SDK can be installed in stages:
App developers everywhere can breathe a sigh of relief. Connected’s SDK allows developers to install the tracking software in stages. Advertisers can begin by tracking app installs and eventually they can progress to tracking specific events. This alleviates the demand put on developers and allows them to take on the installation in a simple, step by step process.
4. The Data Collected is basically permanent:
Unlike cookies on the internet that can be cleared, data formed based on device ID numbers has no way of being erased. Because SDK data is formed off of these unique ID numbers the information collected by advertisers will be tracked for however long that user decides to keep their phone.
For more information on the proprietary Connected SDK please contact firstname.lastname@example.org