Achieving top performance in-app audiences requires marketers to monitor, each campaign. On other hand, running multiple campaigns with different creative variations across many platforms and trying to do so can be a big headache.
These are questions for gaming developers and publishers and also the brands that advertise in these, even if they’re not in the gaming space themselves. Gaming is the largest app category with a big margin and it’s a form of entertainment worldwide, advertisers looking to target app audiences are learning and applying these lessons of automation across the world with their efforts.
For marketers and media specialists looking to improve and increase performance across games and other apps is turning to AI solutions. But many practitioners are now finding AI tools to be an efficient approach to the solution of time-consuming tasks while unlocking new growth potential.
Machine learning assists app ad campaigns at scale
Machine learning sees human behaviors and patterns on a different scale. ML can see computer systems and AI to real-time problems by processing huge data to predict who will respond to an ad. It then passes this processed data to an automated system that places ads most effectively.
Automated campaigns help gaming developers, and publishers of all sizes to optimize app ad campaigns and improve efficiency. They can set a goal toward which delivery systems can guide, while ML predicts the most valuable opportunities based on data which is already been collected. These help marketers to make adjustments that increase campaign performance. It’s very efficient, leaving more time for other tasks.
Identify high-performing creative with machine learning
Creative is key to the success of any campaign. But it has become more difficult to cut down which ads are best served to which audience. Since everything is digital people are not only spending more time on their phones but using their phones to do more things. This leads to people being introduced to more channels, formats, and data in the media, creating even more competition for marketers.
Automation is unlocking campaign opportunities
As an example of how machine learning drives the above outcomes, gaming developers and publishers of all sizes have already seen positive results by running campaigns with Facebook’s Automated App Ads solution, favoring automation over manual adjustments.
ML and AI have helped marketers reach app audiences across different industries to achieve success with automation and how they run their campaigns. None of them say that automation will replace human marketers. AI simply opens up more opportunities and leaves more time to focus on other tasks. It still falls to marketers to choose the campaign goals and the signals for the AI to follow and work towards, from sales to downloads to conversions. Human instinct and a creative mind will continue to be critical for a successful campaign.
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