《Liftoff：2023年移動應用廣告創意綜合報告（英文版）（17頁）.pdf》由會員分享，可在線閱讀，更多相關《Liftoff：2023年移動應用廣告創意綜合報告（英文版）（17頁）.pdf（17頁珍藏版）》請在三個皮匠報告上搜索。

1、Holiday Guide for E-Commerce Apps2023Download PDFHOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFContentsIntroductionHighlights&MethodologySeasonal CPI&CPA Trends Creative Tips for Peak Performance About Creative StudioAbout Liftoff234591617HOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFIntroduction 3The

2、 2023 holiday season is fast approaching.While the Covid-induced boom cycles of 2020 and 2021 are at an end,and worries linger about the macro environment,digital spending will continue to grow.According to Insider Intelligence,the long-term outlook for e-commerce is still bright,with total sales fr

3、om digital channels set to increase by 11%YoY.According to a new Optimove consumer survey,consumers are more confident about their budgets this year,and 81%expect to spend the same or more during the holiday season.As e-commerce apps look for aggressive gains between October and December,they will h

4、ave to adjust their approach.Savvy app marketers know that competition for quality users starts long before sale days like Black Friday,Cyber Monday,or Singles Day.As inflation and economic uncertainty persist into Q4,acquiring your users earlier is more important than ever.50%of consumers expect to

5、 start their holiday shopping before November starts,and 93%are likely to revisit a brand or retailer after a positive experience.By engaging target users early and remarketing strategically during the season,e-commerce apps stand to win big in the coming months.To help e-commerce marketers prepare,

6、Liftoffs 2023 Holiday Guide for E-Commerce Apps looks at the key seasonal cost trends and details ways to tap into them effectively.We break down seasonal changes in CPI and CPA across platforms and regions to help marketers find the best ROI for their ad spend in this crucial season.We are also awa

7、re that ad fatigue can set in as the season progresses,and interest may drop.To ensure high user engagement during key spending windows,app marketers must run campaigns with top-notch ad experiences to build sustained relationships with quality customers.To assist,the experts at Liftoff Creative Stu

8、dio compiled six mobile ad creative best practices that will help integrate holiday campaigns into a winning,year-round e-commerce strategy.Read on to ensure your promotions stand out in a crowded field.HOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDF4Highlights&MethodologySeasonal CPI by PlatformInsta

9、ll costs on iOS hit a seasonal high in early November at$3.45 and costs on both platforms dipped in early to mid Octobersignaling an opportunity to increase ROI and engage users before the holiday rush.Seasonal CPA by Platform iOS sees more seasonal variation than Android,with purchase costs peaking

10、 in November at$11.20 and dipping to new lows in January.Seasonal CPI by Region Marketers in NA and EMEA in particular stand to make significant gains by taking advantage of the dip in install costs in October.Gamify Your Promotions Seasonal shoppers are looking for discounts.Use fun designs like sc

11、ratch-off vouchers and countdowns to sale days to supercharge engagement.Win the Holidays by Keeping It EvergreenTry running your holiday ads in a separate campaign to drive gains without disrupting ROI from your evergreen campaigns.CPI and CPA based on data from September 2022 February 20236.2M Ins

12、talls64BImpressions1.4BClicksData for the report comes from Accelerate,Liftoffs programmatic advertising solution.Download PDFHOLIDAY GUIDE FOR E-COMMERCE APPSHOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFCPIs&CPAs by Platform 5E-commerce is highly seasonal,and install costs can vary significantly in

13、 the weeks leading up to top sales days.As apps scale their ad spend this holiday season,finding low-cost windows can be key to upping overall ROI.Where possible,marketers should also be looking to drive installs early and remarket strategically throughout the season.Install costs on iOS hit a seaso

14、nal high in early November at$3.45 and dropped closer to Black Friday and Cyber Monday.Costs on both platforms dipped in early to mid-October,signaling an opportunity to increase ROI and engage users before the holiday rush.iOS and Android CPIs both drop precipitously in mid-December and the run-up

15、to January,when holiday shopping tapers.$3.02$1.37$2.70$3.45$3.16$3.06$2.12$2.40$1.12$1.18$1.10$1.10$0.95$1.03$2.00$4.00$0.00OctNovDecJanFeb$3.00$1.0020222023Q422-Q123 CPI BY PLATFORMHOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDF6CPA-Purchase can vary greatly depending on region.On average,Android co

16、sts are relatively flat between October and early December.iOS sees more variation,with purchase costs peaking in November at$11.20 and dipping to new lows in January.Q422-Q123 CPA-PURCHASE BY PLATFORMDownload PDFHOLIDAY GUIDE FOR E-COMMERCE APPSThe ad experience as we know it is changingtheyre beco

17、ming longer and more complex.Weve seen on both Liftoff Accelerate and Direct,users are willing to engage with longer ads.You should experiment with finding the right combination of ad formatsinteractive,video,or staticto build new experiences that tap into what works for your audience.”ALEXANDRA VOR

18、NLEDirector,Creative Strategy,Liftoff$10.39$4.00$0.00OctNovDecJanFebSep$12.00$8.00$8.66$4.10$3.68$4.84$11.20$10.42$8.41$3.79$4.09$10.73$4.2520222023HOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDF7Globally,CPIs fell significantly YoY compared to the previous holiday season.We see greater variations in

19、cost in NA and EMEA during the holiday months,while CPIs and CPAs stayed comparatively steady in APAC and LATAM.Across all four regions,we see install costs dipping in October,peaking in November,and continuing to fall into January.Marketers in NAR and EMEA especially stand to make significant gains

20、 by taking advantage of the dip in October before Black Friday and Cyber Monday.Costs stayed relatively constant,hovering around$1.00 in APAC between October and December 2022.This may be a result of a more muted Singles Day in China due to the ongoing impact of Covid.CPIs&CPAs by Region$0.00SepOctN

21、ovDecJanFeb20222023$2.00$4.00$6.00APACEMEALATAMNA$3.71$2.82$4.47$3.69$3.96$5.25$2.23$1.95$2.25$1.93$1.62$2.13$1.05$0.66$0.68Q422-Q123 CPI BY REGION$0.97$1.00$0.95$0.86$1.45$0.63$0.66$0.64$0.57HOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDF$17.59$26.918CPA-PURCHASE BY MONTH BY REGIONDownload PDFHOLIDAY

22、 GUIDE FOR E-COMMERCE APPSThe holidays can be an engagement goldmine with various touch points and opportunities to talk to your customers,even if youre not promoting or selling anything.I have seen some of my best direct-open rates for push notifications from sending a Happy Halloween personalized

23、message.The knock-on effect of the send naturally led to an uplift in product usage and sales.”Iain RussellHead Of Performance Marketing,Moneyhub$10.00$0.00$30.00$20.00SepOctNovDecJanFeb20222023$1.56$1.65$1.91$1.67$1.61$1.78$17.49$23.77$23.48$23.50$20.31$14.46$14.21$11.77$13.40$5.99$12.14CPAs in NA

24、dipped significantly before November and stayed high throughout the holiday season.In EMEA,CPAs fell in October and peaked at around$17.50 in November before falling again in December and January.$3.22$3.38$3.33$4.05$3.64APACEMEALATAMNACreative Tips for Peak Performance Win the Holidays by Keeping I

25、t EvergreenMake the Ad Experience the App ExperienceGamify Your Seasonal PromotionsSpark a Personal ConnectionGo Local,Keep it AuthenticExperiment with Generative AIIn a season of extremely competitive marketing,top creatives can give your campaigns the edge you need.Holiday performance depends on a

26、 solid foundation of evergreen campaigns combined with strategic promotions that speak to your target audience.The experts at Liftoff Creative Studio compiled six tips to help you maximize returns on top sales daysand boost performance throughout the year.HOLIDAY GUIDE FOR E-COMMERCE APPSDownload PD

27、FThe holiday starts earlyso build on your evergreen campaigns to win over audiences before top sales days.Win the Holidays by Keeping It Evergreen10LEAVE GENERIC HOLIDAY THEMES BEHINDDont focus on dressing up your ads in a generic holiday theme.Santas and snowflakes can blend into the flurry of holi

28、day ads,making it impossible to stand out.You know your audience,so lean into what works.ITERATE ON EXISTING CREATIVE Use existing creative as your starting point,and experiment with a holiday component for a little seasonal magic.But remember,the addition is less important than highlighting your br

29、and communicating your message effectively.Be strategic with seasonal messages.*LAUNCH A SEPARATE PROMOTION CAMPAIGNYouve honed your evergreen campaigns to maximize performance,and introducing new elements can disrupt your hard-earned ROI.Try running your holiday ads in a separate campaign alongside

30、 your evergreen ad creative.This way,you are free to experiment.OTTO*Representation based on actual OTTO ad.HOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFMake the Ad Experience the App Experience Product-forward ads that show off your UI are a must.Add an interactive component for an extra twist.11LE

31、T YOUR AUDIENCE TRY-BEFORE-THEY-BUY BY SHOWING OFF YOUR UISometimes,the experience is the selling point.Showcase the app UI by adding a scrolling or clicking visual to simulate the shopping experience.This can be the adrenaline boost viewers need to install the app.ROTATE YOUR TOP PRODUCTS TO DRIVE

32、MORE INTERESTRotate through popular seasonal items or this years must-have gifts.What are your customers looking for?Catch their attention by getting straight to the point.ADD A POLL OR QUIZ TO YOUR AD TO LEARN WHAT CUSTOMERS WANTSeasonal shopping is about the joy of choosing what you want.Adding a

33、poll or a multiple choice quiz to your adblue sweater or red?can spark user curiosity.Let users choose and see how other people choose.You can learn more about your audience this way.Spotlight the fun and ease of shopping with your app.NET-A-PORTERHOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFGamify

34、Your Seasonal PromotionsWhen asked about what motivates them to buy,65%of US consumers pointed to discounts.Lean into your promotions this holiday seasonbut make them fun.12EMBRACE LO-FI APPEAL Tapping into a nostalgic design can capture user attention and increase impressions.A retro design like a

35、scratch-off voucher is a novel way to stand out in a crowded field.USE COUNTDOWNS TO DRUM UP EXCITEMENT Seasonal sales are top calendar events,so treat them that way.Add countdowns to your ads to increase anticipation before top sales days,and iterate on what works for the next holiday.NURTURE YOUR

36、CUSTOMERS In the run-up to November and December,leverage promotions that nurture new and potential customers.Discounts for first-time users,first orders,or non-high-end users can encourage app use and make remarketing for top sales days more impactful.Add a little joy with a scratch-off design.SHOP

37、EEHOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFBuild Ads That Spark a Personal Connection Remember that the holidays are about more than just discounts.Familiar brands become part of their consumers everyday lives.13TELL A STORY WITH YOUR AD In ad formats with limited spacebanner,interstitialevery w

38、ord or image counts.Leverage your ad copy and visual assets to tell a story that connects your product with a lifestyle or an aspiration.TRY LONGER VIDEO ADSYOUR CUSTOMERS ARE HERE FOR ITThe data is clearlonger ad experiences are on the rise.This is good news for creators looking for a deeper connec

39、tion with their audience.Try using a 45-second or longer video that shows a product in action or how it fits into everyday life.TAP INTO DIVERSE MOTIVATIONSConsumers are inspired to make a purchase for different reasons.Create distinct versions that tap into why diverse audiences with different need

40、s and motivations may want to buyor giftyour product.Show off the appeal of your products in real life.YOOXHOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFGo Local,and Keep It AuthenticFor an authentic connection,work with creators,and always localize your adsdont just translate the ad copy.14LEVERAGE

41、UGC FOR A UNIQUE CONNECTION WITH YOUR AUDIENCE Brands already know the benefits of working with creatorsand UGC can make for compelling ads.In addition to an effortless human touch,creator content can appeal to what uniquely motivates their audience.CAPTURE INTEREST WITH REGIONAL TRADITIONS&EVENTSRe

42、search local sales days,holidays,and traditions.In addition to surprising opportunities to drive purchases,youll find new ways to build connections between your product and your audience.PLAY WITH LOCAL SAYINGS Telling a story is not just about what you say,but how you say it.Incorporate local sayin

43、gs and catchphrases to connect with a niche audience and spark regional curiosity.Creators can bring your promotions to their unique audience.SWEATCOINHOLIDAY GUIDE FOR E-COMMERCE APPSDownload PDFExperiment With Generative AITis the season.to give generative AI a try!The technology is still in its e

44、arly stages,but its already making an impact.15INTRODUCE AI TO YOUR BRAINSTORMING SESSION AI is no replacement for design strategy.But introducing AI queries to your research can push out-of-the-box ideas in surprising ways.ADD AN AI VOICE-OVER While certain elementslike AI influencersare not always

45、 campaign ready,generative AI can be a valuable resource when youre short on assets.Adding AI-generated voice-overs is an easy way to supplement a UGC or lifestyle ad.AI-DESIGNED MASCOTSUsers are already familiar with big brand mascots.Brands without one can experiment with incorporating holiday-spe

46、cific avatars that align with their brands to make their ads more engaging.For example,enhance a product-focused video with voice-overs by adding an attractive animation.Capture user attention with an AI generated mascot.BEAUTYLABSWe connect you with the right audience.Our proven design approach hel

47、ps you get most from your campaigns.Advertising powered byexpert design and explorative technology,informed by data that matters.Who is Creative Studio?Partner with us to tap into a wealth of creative expertise.We can help you build ads and execute on creative strategies that give your campaigns the

48、 competitive edge they need.Expert DesignStay ahead of“what comes next”into ad formats,experiences,concepts,technologies including Generative AI,and creative ML.Forefront of TechnologyWe use data to explain the why behind our design decisions.We leverage our knowledge of the Liftoff network to test

49、new concepts,derive insights,and drive creative performance.Data-Driven DesignLiftoff is the leading growth acceleration platform for the mobile industry,helping advertisers,publishers,game developers and DSPs scale revenue growth with solutions to market and monetize mobile apps.Liftoffs solutions,

50、including Accelerate,Direct,Influence,Monetize,Intelligence,Vungle Exchange,and Creative Studio,support over 6,600 mobile businesses across 74 countries in sectors such as gaming,social,finance,e-commerce,and entertainment.Founded in 2012 and headquartered in Redwood City,CA,Liftoff has a diverse,global presence.liftoff.ioWho is?