65% of app marketers are trying new ways to target paying users

65% of app marketers are trying new ways to target paying users

Nearly two-thirds (65%) of app developers and marketers are looking for new ways to target new paying users without IDFAs, cookies or data privacy concerns.

This is according to the latest research from the company AdTech They. Even with Google’s recent announcement that they are once again delaying the removal of cookies, changes like Apple’s decision to restrict IDFA and increasing state legislation are forcing app developers and marketers to rethink their strategies.

Bang’s research surveyed over 300 app developers and marketers to explore the changing landscape of app user acquisition. Key findings include that more than half (59%) of those surveyed agreed that it has never been harder to acquire new paying users for their apps, while 61% are having to rethink their user acquisition strategy due to new privacy regulations. A third (30%) went so far as to say they were “very concerned” about the issue.

According to Bango’s data, the most popular new ways to target customer acquisition campaigns and generate revenue in a new environment are: third-party purchasing behavior targeting (61%), lookalike audiences (59%), demographics (58%), psychographics (57%), targeting first-party purchasing behavior (56%) and third-party data (54%).

Commenting on the research, Brett Orlanski, SVP of Bango Audiences, said, “App marketing is in a state of flux. Users want more control over their privacy choices and less bulk data collection by brands. At the same time, they still want to know about new apps and games. For app publishers, this presents a real challenge. How do you acquire new high-value customers without clear data on how to find them?

“The answer is to focus less on who are the peopleand more about it what they buy. Where there is high purchase intent, users are happy for brands to show them ads, they just don’t want to collect unnecessary information about them, especially a personal profile. For both revenue generation and new user acquisition, relevant targeting doesn’t need to be based on invasive personal data, simply knowing which users are in the market for downloads and purchases.”

To achieve this, Bango suggests app developers and marketers focus on ‘Purchasing Behavior Targeting’ (PBT) as their default form of user acquisition. PBT does not rely on invasive personal data, IDFA or third-party cookies. Instead, it refers to past mobile purchase data to discover which apps, games or content the user has previously paid for. This provides all the information marketers need to target their ads and build a revenue-generating user base.

Are you interested in the world’s leading brands personally discussing such topics? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.

Tags: applications, Mobile, Payment



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