On Thursday, the mobile advertising gurus at Millennial Media raised the curtain and rolled out the red carpet for a new solution for advertisers to drive usage and engagement within their branded apps.
The new “App Engagement Program,” the company says, will allow brands to re-engage users who have previously downloaded their app, and use mobile display ads to drive them back to specific destinations inside the app.
Advertisers who use the new solution will also gain “unique conversion metrics, and the ability to re-target consumers with relevant messaging.”
With the App Engagement Program, advertisers can anonymously identify consumers who have already downloaded their app, and use mobile display creative to deep-link these users back into the app. The deep-linking process will drive usage, and brands can leverage the initial interest that led to the app download to re-engage users and drive further interaction. As users are driven to different locations inside the app, advertisers will also gain unique intelligence on consumer behavior and will be able to track in-app transactions.
“Consumers now expect brand name companies to have a mobile app, yet it still takes a concerted effort from the brands to drive adoption” says Jamie Fellows, SVP of Product at Millennial Media. “Brands need to make sure the experience is good, they need to make sure users are finding the app, and perhaps most importantly, they need to take steps to drive sustained consumer usage.”
To learn more about this latest resource in the realm of mobile apps, click here.