It’s no secret that mobile websites and applications are a great way to engage customers on their mobile phone. As a one stop destination for cutting edge tech gadget and video game news and information, G4 considers mobile an extremely important extension of the G4 brand. Developing mobile applications has allowed G4 to experience close to the same levels of usage on mobile as on the desktop platform. With the tremendous growth of Android devices in the market and increased user demand, developing an Android app was a no-brainer for G4.
In order to quickly grow Android app adoption at launch, G4 used a variety of marketing activities to drive installs. They ran on-air and in-show promotions and took advantage of house ad inventory to drive awareness with their core users. To reach new customers, G4 used mobile display advertising on the AdMob network. AdMob helped G4 easily reach engaged Android users on their phone, where they could be easily converted into app users. Mobile is one of the few platforms where this kind of immediacy can be achieved.
While internal marketing efforts helped G4 build out their initial user base, paid media was the critical component of the marketing mix that attracted new users to the G4 mobile brand. As a content provider that earns revenue from advertising, the app’s success has allowed G4 to deliver even more value to advertisers by expanding their offering across three screens (television, desktop web and mobile).
Understanding the return on investment of app promotion was also an important part of the Android launch. Tracking performance with app download tracking enabled G4 to evaluate what ads and Android devices showed the highest conversion rate and lowest cost-per-install. By refining device targeting and only running on the most effective ad creative, G4 was able to maximize return from their marketing budget. The campaign drove a conversion rate of 8.01% across all ads and devices, while top ads converted at 12.25% and top devices at 16.47%.
In order to quickly grow Android app adoption at launch, G4 used a variety of marketing activities to drive installs. They ran on-air and in-show promotions and took advantage of house ad inventory to drive awareness with their core users. To reach new customers, G4 used mobile display advertising on the AdMob network. AdMob helped G4 easily reach engaged Android users on their phone, where they could be easily converted into app users. Mobile is one of the few platforms where this kind of immediacy can be achieved.
While internal marketing efforts helped G4 build out their initial user base, paid media was the critical component of the marketing mix that attracted new users to the G4 mobile brand. As a content provider that earns revenue from advertising, the app’s success has allowed G4 to deliver even more value to advertisers by expanding their offering across three screens (television, desktop web and mobile).
Understanding the return on investment of app promotion was also an important part of the Android launch. Tracking performance with app download tracking enabled G4 to evaluate what ads and Android devices showed the highest conversion rate and lowest cost-per-install. By refining device targeting and only running on the most effective ad creative, G4 was able to maximize return from their marketing budget. The campaign drove a conversion rate of 8.01% across all ads and devices, while top ads converted at 12.25% and top devices at 16.47%.
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We are excited to see continued success working with application developers in growing their user base across platforms. Congratulations to G4 on their success on mobile!
Posted by Vicky Homan, Google Mobile Ads Marketing Team
G4 grows Android app user base with measurable ROI
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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