1、THE CRICKET PLAYBOOKFOR GROWTH MARKETERSMobile Advertising Best Practicesfor the 2024 Cricket SeasonForeword 01Inside the Minds of Cricket Fans 03 App Innings:Popularity andUsage During the Cricket Season 09 Perfecting the Delivery 13 The Round-up 161THE CRICKET PLAYBOOK FOR GROWTH MARKETERSForeword

2、A Moment to Connect Beyond BoundariesCelebrated by Indians and renowned worldwide,cricket has captivated Indian sport lovers for decades.In India,the cricket season is a national phenomenon like the Super Bowl is the US connecting Indians with each other and their favorite teams.Millions throng at s

3、tadiums or virtually on the internet and television screens to watch the matches with friends and family.This makes it an advertisers dream season to connect with their existing audience and potential customers.The Catch:Rising Media CostsThe competition is fierce on the field,and we are not talking

4、 about cricket.Millions of advertising players vying for consumers attention during the cricket season means heightened media costs.The challenge is that not all brands can afford to sponsor games or run ads during matches on air.Furthermore,brands need to be able to measure success with ease.To mak

5、e their presence memorable,marketers require an innovative and cost-effective approach.The Largest Field of Opportunity:MobileWhen the 2023 edition of Indias biggest cricket tournament became free to view on OTT and millions tuned in,the digital space particularly mobile became even more lucrative f

6、or advertisers.Even if people watch the match on larger screens,the mobile,being an always-on device,is the second screen.People constantly turn to it for match updates,running errands,browsing merchandise,ordering food,or calling friends and family to share match moments.And now,with the emergence

7、of smart surfaces,people are beginning to access instant updates with a single tap on their smartphones.This provides plenty of avenues for brands to make a mark.32 million people watched the IPL on the official OTT platform in 2023,beating the previous record of 25.3 million in 2019*!*Source:Sports

8、Pro Media,2023The Winners Strategy for Growth Marketers:Giving Emerging Channels a Shot to Engage and Acquire Users Marketers must remember the fundamentals and embrace the future to maximize ROI during the cricket season.Here is what this looks like:Leverage the power of AI to drive efficiencies:AI

9、 and machine learning can help generate personalized content at scale,tailor experiences based on consumer context,and consistently offer more relevant experiences that lead to better app downloads.Explore emerging channels to drive seamless app download journeys:Advertisers must be present on platf

10、orms such as smart surfaces,where millions consume content with a single tap,to allow app downloads without visiting the Play Store.Measure the success of your app campaign:Leverage preload attribution to effectively measure outcomes from installs to conversions and get crucial insights into the num

11、ber of users opening your app,the comparative performance of your pre-install campaigns,and campaigns that drove high-value users.Decode the incremental impact of your campaigns:Leverage incrementality to understand the incremental impact of your campaigns and creatives.In the report,we explore how

12、advertisers can deliver experiences that delight consumers around the cricket season on emerging channels.2THE CRICKET PLAYBOOK FOR GROWTH MARKETERSTHE CRICKET PLAYBOOK FOR GROWTH MARKETERSInside the Minds of Cricket Fans CHAPTER 1473%of IPL viewers tune into the tournament digitally 52%of them watc

13、h the matches on both TV and mobile 30%prefer watching the IPL solely on mobile,and only 18%prefer TV 21%1 of the content consumed on the Glance smart lock screen is around sportsSource:1 Glance Platform Data,2023 2 The Times of IndiaTHE CRICKET PLAYBOOK FOR GROWTH MARKETERSHow Mobile Changed the Ga

14、me TV is not out,but it has given way to everybodys beloved on-the-go channel,mobile.Fans now watch cricket tournaments digitally,with mobile playing two key roles:1.Being the preferred medium where viewers stream the match.2.Being the second screen that viewers turn to even when the match is on TV.

15、Thus,even when people are tuning into the matches on television,they pick theirphones up to read analyses,engage with updates,or call friends and family to share match moments with them.The New Virtual Stadium for Fans:The Smart Lock ScreenThe lock screen was once a dull space where people could onl

16、y check the time and notifications.Since 2019,Glance has turned this passive lock screen into a smart lock screen a smart surface that gives people the latest updates in the language and interest of their choice,as soon as they pick up their phones,with a single tap.This has changed the game for Ind

17、ian sports enthusiasts,becoming the destination for instant match updates.INSIDE THE MINDS OF CRICKET FANS!75 million1 people checked the score per day on average during the 2023 cricket season on the smart lock screen!568x more score viewers per day on the smart lock screen than the number of peopl

18、e that fit into Indias largest cricket stadium2!Source:The Hindustan Times,2023 Younger audiences mean tech-savvy audiences!Brands across verticals have the chance to drive app downloads with a single tap by offering immersive digital experiences on the first mobile touchpoint.Interestingly,we also

19、find several viewers on devices in the lower and mid price range,indicating that the mobile is Indias easiest gateway to the internet.How marketers can win this game:A Close Look at Cricket Loversin the Virtual Stadium Cricket enthusiasts from every corner of the country visit the smart lock screen

20、for instant and seamless cricket updates.They consume this content in various languages on the go with a single tap on their smartphones.During the 2023 cricket season,they stayed updated with snackable stories or cards that showed up on their smart lock screen.This behavior is in line with todays d

21、emand for instant and easy experiences.The Spectators on the Smart Lock ScreenComprising cricket lovers across ages,genders,and geographies,the smart lock screen is a truly diverse space.Distribution of Cricket Viewers Based on Device Price Range,Gender,and AgeCHAPTER 15THE CRICKET PLAYBOOK FOR GROW

22、TH MARKETERSINSIDE THE MINDS OF CRICKET FANS15k-20k10k-15k5k-10k20k-25k25k-30k30k-40k40k-50k60k-70k50k-60kDevice price range 35.3%31.6%17.2%9.9%2.8%2%0.6%0.5%0.1%35%Female65%Male70%Gen Z andmillennials30%Aged 45+Source:Glance Advertising Platform Insights,2023CHAPTER 16Delhi,Maharashtra,and Uttar Pr

23、adesh:Most engaged states during the 2023 cricket seasonSouth Indian states:Highest cumulative engagement during the 2023 cricket season 35%of cricket content engagement comes from vernacular languages Regional and Linguistic Distribution of Cricket Content Engagementon GlanceINSIDE THE MINDS OF CRI

24、CKET FANSCity-wise distributionWith the cricket audience on Glance being from various regions,we also see the content being consumed in different languages.Create thoughtful and personalized content experiences that cater to linguistically diverse audiences.Leverage the power of local languages,land

25、marks,and passions to create content that wins hearts and drives instant app installs.How marketers can win this game:55%Tier 1Tier 2Tier 3+29%16%THE CRICKET PLAYBOOK FOR GROWTH MARKETERS!NCRMaharashtraUttarPradeshBiharTelanganaWestBengalKarnatakaTamil NaduGujaratRajasthanKeralaMadya PradeshAssamPun

26、jabOdishaAndraPradeshHarayanaLadakhHimachalPradeshJammu&KashmirUttarakhandChhattisgarhGoaPuducherryJharkhandMeghalayaTripuraMizoramManipurNagalandArunachalPradeshSikkimDelhi11.8%engaged users*Bhubaneswar2.1%engaged users Lucknow8.5%engagedusers Patna10.6%engaged users Guwahati2.2%engaged users Kolka

27、ta7.4%engaged users Hyderabad7.8%engaged users Chennai5.3%engaged users Mumbai9.5%engaged users Pune4.8%engaged users Bengaluru4.9%engaged users Jaipur4.3%engaged users Indore1.9%engaged users Ahmedabad5.3%engaged users Hindi13.4%of contentconsumption Telugu4.7%of contentconsumption Tamil5.1%of cont

28、entconsumption Kannada3.5%of contentconsumption Marathi2.8%of contentconsumption Bangla5.6%of contentconsumption HighestIncreasing level of state-wise engagement*People spending more than 10 minutes a dayon IPL content on the smart lock screenLowestSource:Glance Advertising Platform Insights,2023Wha

29、t Wins:Content Consumption During the Cricket Season on Glance During Indias favorite sporting season,mobile activity and content consumption is high.Across the season,activity and interest peak especially when there are major matches.Significant spikes were witnessed on days when the tournaments pr

30、evious winning teams or popular players battle it out.Cricket Content Consumption Trends During the IPLCHAPTER 17THE CRICKET PLAYBOOK FOR GROWTH MARKETERSINSIDE THE MINDS OF CRICKET FANS128 million1 users tuned into IPL 2023on Glance MumbaivsBangaloreMumbaivsChennaiMumbaivsChennaiChennaivsKolkataIPL

31、 PlayoffsIPL FinalsChennaivsGujaratMumbaivsKolkataMarch 31,2023 April 30,2023 May 31,2023User InterestOver 1/5th of the total number of IPL viewers that year30 million1 highly engaged users per day on Glance in IPL 2023227x more than the number of in-person attendees at the finals2Source:1 Glance Ad

32、vertising Platform Insights,20232 The Times of IndiaTHE CRICKET PLAYBOOK FOR GROWTH MARKETERSContent consumption trend=Let your brand offer quips around cricket or deliver match-related content while seamlessly integrating your offerings.For example,Jio Cinema offered a glimpse of Indias favorite cr

33、icket tournament on over 200 million smart lock screens in India,bringing it to the very first mobile touchpoint.How marketers can win this game:The Best Time to Score:Activity Across the DayAlthough Indians are always on their mobiles,the excitement and engagement increase when it is game time.Ther

34、e is a distinct surge in activity in the second half of the day,especially around match hours.8Source:Glance Advertising Platform Insights,2023THE CRICKET PLAYBOOK FOR GROWTH MARKETERS0%5%10%15%20%25%30%6am-8am8am-10am10am-12pm12pm-2pm2pm-4pm4pm-6pm6pm-8pm8pm-10pm10pm-12am12am-6amCricket Content Con

35、sumption Across the Dayon Glance During IPL 20232.6x higher engagement on video during the cricket season on the smart lock screen!CHAPTER 1INSIDE THE MINDS OF CRICKET FANSTHE CRICKET PLAYBOOK FOR GROWTH MARKETERSApp Innings:Popularity and Usage During the Cricket Season Consumers are highly likely

36、to interact with brands that resonate with them during the IPL and download their apps.Let us look at how installs,session lengths,and retention increased during IPL 2023,and which verticals saw the greatest numbers.CHAPTER 210THE CRICKET PLAYBOOK FOR GROWTH MARKETERSAPP INNINGS:POPULARITY AND USAGE

37、 DURING THE IPLDuring the 2023 IPL Season.E-commerce apps witnessed a 16%higher installs during IPL compared to the overall 2023 daily install average15%higher installs during IPL compared to the overall 2023 daily install average13%higher installs during IPL compared to the overall 2023 daily insta

38、ll averageStreaming apps witnessed a 45%higher installs during IPL compared to the overall 2023 daily install averageCapitalize on high intent,such as the times when people are looking to order food on match nights or download a streaming app to watch the game.Drive seamless one-tap installs without

39、 any distractions directly on the smart lock screen.Let consumers get your app without having to unlock the phone or visit the Play Store,where there could be drop-offs.How marketers can win this game:Source:Adjust Data,2023Gaming apps witnessed a Overall mobile apps witnessed a 11THE CRICKET PLAYBO

40、OK FOR GROWTH MARKETERSSurging App Session Lengths The average session length on apps during the IPL was 24.04 minutes whereas the yearly average was 23.52 minutes.Streaming naturally saw the longest sessions considering the matches,with the average session length having increased from 20.24 minutes

41、 to 32.48 minutes.News apps also had engaged cricket fans.The session lengths on news apps increased from 8.62 minutes to 9.63 minutes during the IPL.It is interesting to note that,although other categories saw a slight dip,people still spent time on these apps despite having tuned into matches.3530

42、2520151050 All E-commerce Food Delivery Games News Streaming 2023 average Time in minutes IPL 2023 averageSource:Adjust Data,2023Switch from traditional display banners to seamless content-first experiences.Offer glimpses of your offerings on the smart lock screen.Lead new users to install and explo

43、re,and existing users to rediscover and re-engage.How marketers can win this game:Session App Lengths:2023 Average vs IPL 2023(India)APP INNINGS:POPULARITY AND USAGE DURING THE IPLCHAPTER 212THE CRICKET PLAYBOOK FOR GROWTH MARKETERS35%30%25%20%15%10%5%0%All E-commerce Food Delivery Games News Stream

44、ing Time in minutes 2023 average IPL 2023 Identify the right metrics and pay attention to the performance and impact of creatives on each platform,even outside of the cricket season.This is a lesson we learned from Games2win as they saw tremendous success when they strategically built a user acquisi

45、tion model to prepare for growth in game monetization.This dedicated approach to mobile measurement and attribution increased their average revenue per user by 40%.How marketers can win this game:Day 1 Retention Rates:2023 Average vs IPL 2023(India)APP INNINGS:POPULARITY AND USAGE DURING THE IPLCHAP

46、TER 2Source:Adjust Data,2023Rising Retention Retention rates rose from the yearly average of 20%,up to 20.5%during the IPL.Events that cause a jump in app installs and sessions usually lead to a drop-off in retention,but news,food delivery,and games saw increased retention.This highlights the role o

47、f the mobile as a second screen in the lives of cricket fans.Games saw the most increase,up three percentage points from 21%to 24%.THE CRICKET PLAYBOOK FOR GROWTH MARKETERSPerfecting the DeliveryNow that you are equipped with insights into how Indian cricket enthusiasts consume content and interact

48、with their mobile phones,let us see how you can effectively connect with them.There are two elements that go into this:#1-Context:Consumers look for different things before,during,and after matches.They are also in different states of mind at these different times.Therefore,it is important to consid

49、er this when you are reaching them.#2-Content:The way you present your brand to cricket fans will determine whether you will catch their eye.Creatives and communication must be compelling and yet seamlessly integrate into their cricket season experience.Now,we dive deeper into these two elements.Con

50、text:Spinning App Download Strategies for Before,During,and After MatchesContent:Ideas to Join Match Moments on the Smart Lock ScreenCHAPTER 314THE CRICKET PLAYBOOK FOR GROWTH MARKETERSPERFECTING THE DELIVERYThis can translate into various fun and fresh ways to become a part of cricket moments on th

51、e first mobile touchpoint.Be where cricket fans are and offer a native experience that drives effortless app downloads and opensDrive app installs and engagement on thesmart lock screenBuild excitement before matches with special offers or product promotions around the match that are likely to resul

52、t in an instant install.Identify trending topics and create real-time content as you promote your app while leveraging the enthusiasm around the event.Pre-match1Make the most of breaks in the action to promote your app in an immersive way and encourage participation.During timeouts3Promote your app

53、in a smart way by addressing the post-match mindset with a reference to match moments or highlights.Post-match4During the match2Lock screenLock screen feedCHAPTER 315THE CRICKET PLAYBOOK FOR GROWTH MARKETERSOffer helpful nudges to drive seamless app opens around match hoursHelp consumers take action

54、 instantly with contextualnudges that fulfill a needLeverage cricket moments with a single tap while remarketing your productConnect with the cricket lover by referring to fun and relatable match moments and intelligently incorporating your productLock screenLock screen feedBring cricket enthusiasts

55、 closer to what they love.Showcase your brand without disrupting their experience.American Tourister did this in 2023 with a live score API integration on the smart lock screen featuring an interactive unit.As people viewed the score,they could explore its bags in all colors.Featuring Indias favorit

56、e cricketer and clever cricket and travel wordplay,the experience led to a 1.34x higher engagement compared to the industry benchmark.How marketers can win this game:PERFECTING THE DELIVERYEstablish an instant cricket connect visually to acquire new usersChange the game with a striking match-related

57、 visual that integrates your product into the experienceDrive instant app opens without consumers needing to unlock the phoneUtilize content consumptionand product affinity data to retarget users and encourageapp opensLock screenLock screen feedDrive instant app installs without consumers needing to

58、 unlock the phone or visit the Play StoreThe Round-up Embracing emerging channels and leveraging match moments are the way forward for an exciting cricket season for your brand and your audience.Here are 6 key tips to help you score maximum success:16THE CRICKET PLAYBOOK FOR GROWTH MARKETERSStay pre

59、sentand relevantthroughout the cricket season4Tap into match momentsto create intuitive experiences and re-engage consumers2Understand the assisting influence of various channelsto drive final conversion6Enable discoverywith a single tapto let fans get yourapp and their contentbefore the unlock3Enab

60、le seamless installson the very firstmobile touchpoint1Focus on data-driven decision-makingby measuringsuccess and observingusage trends5About Adjustan AppLovin(NASDAQ:APP)company,is trusted by marketers around the world to measure and grow their apps across platforms,from mobile to CTV and beyond.A

61、djust works with companies at every stage of the app marketing journey,from fast-growing digital brands to brick-and-mortar companies launching their first apps.Adjusts powerful measurement and analytics solutions provide visibility,insights and essential tools that drive better results.AdjustAbout

62、GlanceFounded in 2019,Glance is a consumer technology company that operates disruptive digital platforms including Glance,Roposo,and Nostra.Glances smart lock screen inspires consumers to make the most of every moment by surfacing relevant experiences without the need for searching and downloading a

63、pps.Glance Lock Screen is currently available on over 450 million smartphones worldwide.Roposo is a LIVE platform that is revolutionizing live experiences,through a unique,immersive,creator-led approach.Nostra is the largest gaming platform in India and Southeast Asia,offering gamers engaging ways to discover,play,watch,learn and compete.Headquartered in Singapore,Glance is an unconsolidated subsidiary of InMobi Group and is funded by Jio Platforms,Google,and Mithril Capital.For more information visit ,nostra.gg.