The most common types of mobile campaigns


Wherever you go, mobile follows! Since the daily screen time is shifting more and more within the direction of mobile devices, advertisers, and marketers got to spend their marketing budget on campaigns, especially for mobile devices. within the following post, we would like to provide you a general overview of the kinds of mobile campaigns.

User Acquisition

User acquisition is a very important factor for app marketers and developers. There are various ways how to advertise an app and to calculate the budget for different campaigns.

    Install Campaigns (CPI)

    nstall campaigns are the simplest to understand: The advertiser pays the publisher for each install generated (Cost Per Install / CPI). generally , the install lead to a rewarded for the user or be non-incentivized. Should the advertiser want the campaign to be incentivized, he/she can expect the download rates to be very high because users mostly install the app so as to urge a reward. For the publisher, incentivized installs are quite interesting, because they only want to deliver installs and don't care what happens after the install. For marketers, non-incentivized installs are more interesting because a (probably) targeted group of users downloaded the app following their own interest. this means a higher retention rate and thus more revenue for the developer of the app. To conclude, the difference between rewarded and non-incentivized installs reaches as far because the shifting of risk with relevance marketer and publisher. Rewarded installs equate to a low risk for the publisher but high risk for the advertiser. Non-incent installs equate to a high risk for the publisher, (as it's not clear what percentage of his/her audience will install the advertised app) and low risk for the publisher.

    Action Campaigns (CPA)

    Action campaigns are always rewarded for the user, as there's an objective, which has got to be fulfilled. The reward might be an additional life for a game or virtual currency for a reward app. this kind of mobile campaign allows the advertisers to spend budget as long as the user completed a particular action in their app. This results in the user gets to understand the product a small amount better, increasing the probabilities for continued use. like the incentivized install campaigns, there's a risk for the advertiser: the audience of the publisher might only take the required action to urge the reward. However, as there's a particular action to be fulfilled and also the user gets to understand the app better, the retention rate is usually higher than with standard CPI.

Mobile Video

Videos are THE ad format to fulfill the requirements of app developers and users equally. What makes them so unique and efficient for both parties?

From a marketing point of view, videos as advertisements are very unique because it's so versatile to monetize and to calculate the bid. What advertisers should know first: a study showed, that 71% of mobile game players think that video ads are the popular way to “pay” for an app.

When using video ads, marketers also can prefer to reward users or to depart it non-incentivized. the chance to decide on the correct bid-type is what makes it special

The three main bid-types are Cost Per Install (CPI), Cost Per Click (CPC) and cost Per View (CPV). Cost Per Install is used within the same way as within the “Install Campaign.” CPI video ads is both, rewarded and non-incentivized: the advertisers pay the publisher for installs delivered. The CPC bid-type only rewards the user when he/she interacts with an add and gets directed to a landing of a mobile browser or the page of an app store. because the action of clicking means less work for the user than installing an app, the reward is usually a bit smaller. However, this will also imply that the user interacting with the video is mostly interested in the product. Non-rewarded video ads behave similarly. With this mobile campaign type, the publisher carries the risk and also the advertiser only pays when a user is interacting with the ad.

    Display Ad Campaigns

    Display ads like banners and interstitials are the oldest advertising formats on mobile devices and have their roots in real world advertising. The bid type is CPM (Cost Per Mile) and non-incentivized for the users. Hence, the advertiser pays the publisher for each 1000 times the ad is displayed in his/her app or website. the higher the targeting is, the higher the CPM are going to be.

Lead Generation Campaigns

To get in touch with an audience and to achieve out to users’ personal devices is extremely important for brands and corporations . to get these leads, there are two main campaign types: sign up-campaigns and buy campaigns./p>

    Sign Up Campaigns

    Sign up campaigns are wont to subscribe user to the newsletter of an advertiser or allow them to create an account on their website. this means the expansion of the customer base and turning them into loyal, returning customers. The bid type for this mobile campaign type is Cost Per Lead (CPL) because the publisher gets purchased every subscription or other lead the advertiser chooses. So, like with install campaigns, the publishers carries most of the risk, as he got to generate leads so as to urge payed. The campaigns is rewarded or non-incentivized.

    Purchase Campaigns

    It’s another possibility to let the user make an acquisition directly on the site of the publisher. The bid type is Cost Per Order/Cost Per Sale (CPO/CPS). Advertisers can use this campaign type to bring attention to a particular product or to deliver on sales targets. this kind of campaign may be rewarded, as an example with a discount or special sale. beat all, the publisher has the risk as he/she only gets paid when the user actually makes an acquisition. For the advertiser, this campaign type is interesting because it's very easy to calculate the revenue of this mobile campaign type.

Brand Marketing

Brand marketing on mobile devices is crucial when trying to attain brand awareness. As mobile devices dominate our daily lives, they're the proper hotbed to create your brand famous. Brand marketing on mobile devices is usually through with the assistance of display campaigns like banners, interstitials and mobile videos. Social media is additionally a very important factor to get brand awareness. The ad-formats for brand marketing were mentioned within the previous article. These are banners, videos and intersitials. because the advertiser wants to drive awareness for a brand generally and not a product, these ads are mostly non-incentivized. For the advertiser, it is enough if the audience just recognizes the brand’s existence.


A very interesting field of mobile marketing is retargeting, because the target users are based on previous actions they made on the net. If a user was on a web site or previously saw a particular offer, his/her device are marked with the assistance of a cookie. The advertiser can then show his advertisements to the user on other websites via an advert exchange. Oftentimes, retargeting is used when a customer has seen a product or an app, but didn't buy/install it. it's mostly combined with more cost-effective ad formats (like banner ads) to significantly increase the conversions. it's been shown that creatives implemented with a call-to-action (CTA) are even more successful in converting visitors of a web site to customers.

With the assistance of STEAMSEO , you'll select from all different campaign types to get users, leads, purchases or maybe brand awareness. Try it for free!

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