App Advertising (Publicidade in-app)

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autocomplete="off" spellcheck="false" dir="auto"> <button class="input-group-addon mobile-button-search"> <span class="sr-only">Search</span><i class="fa fa-search" aria-hidden="true"></i> </button> </div> </form> </div> </div> <div class="mobile-nav-bottom"> <div class="mobile-language-menu"> <div class="select-wrapper"> <label for="mobileLanguageSelect" class="sr-only">Select your Language</label> <select id="mobileLanguageSelect" class="_openup" onchange="onMobileLanguageSelect('')" aria-labelledby="mobileLanguageSelect"> <option value="https://www.criteo.com/de/digital-advertising-glossary/app-advertising/" >Deutsch</option><option value="https://www.criteo.com/digital-advertising-glossary/app-advertising/" >English</option><option value="https://www.criteo.com/es/digital-advertising-glossary/app-advertising/" >Español</option><option value="https://www.criteo.com/fr/digital-advertising-glossary/app-advertising/" >Français</option><option 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Em 2017, segundo a <a href="https://techcrunch.com/2018/01/17/global-app-downloads-topped-175-billion-in-2017-revenue-surpassed-86-billion/" target="_blank" rel="noopener">TechCrunch</a>, foram feitos 175 bilhões de downloads de apps no mundo todo e o gasto dos consumidores alcançou US$ 86 bilhões. As pesquisas também citaram que os usuários de smartphones passam 7x mais tempo em aplicativos móveis que na web mobile. Nossos próprios dados mostraram que, na América do Norte, a taxa de conversão em apps de compras é três vezes maior que na web mobile.</p> <p>É muito número para resumir o seguinte: o app é um canal de compras cada vez mais poderoso. Mas não basta investir no desenvolvimento de um aplicativo e incentivar sua instalação. Para ver um ROI real, você não pode descuidar da publicidade in-app. Vale a pena: nossos dados mostraram um aumento de 30% ano a ano no share de transações in-app para varejistas que promoveram seus aplicativos. E para os pure players (varejistas que operam somente online) que promovem seus apps de compras, um terço das transações vêm do app.</p> <p>Vamos examinar com mais detalhes como funciona a publicidade no aplicativo.</p> <h4><strong>Uso do aplicativo e a “crise dos 7 dias”</strong></h4> <p>As estatísticas deixam claro e o crescimento esperado em curto prazo confirma: vale a pena investir em apps para compras. No entanto, não basta lançar um aplicativo para ver grandes resultados imediatamente. Isso se deve à “crise dos sete dias”.</p> <p>Estudos mostram que apenas 11% dos usuários de apps permanecem ativos sete dias após a instalação — isso significa que 89% param de usá-los após uma semana. Um estudo da <a href="http://info.localytics.com/blog/23-of-users-abandon-an-app-after-one-use" target="_blank" rel="noopener">Localytics</a> mostrou que, em média, 1 entre 4 pessoas abandonará um app logo após o primeiro uso.</p> <p>Os dados da Localytics também mostraram uma leve variação nas taxas de retenção por setor. Porém, até o terceiro mês, em todas as verticais, 80% dos usuários já não estavam usando os apps que baixaram.</p> <h4><strong>Aumente a retenção com publicidade in-app</strong></h4> <p>Os números de retenção podem parecer desanimadores, mas chamam a atenção para a necessidade de melhorar a comunicação com os usuários para levá-los de volta ao app e mantê-los ativos. Nossos dados mostraram que os varejistas que se comprometem com uma estratégia contínua de promoção de seus aplicativos são aqueles que veem o maior crescimento no número de transações in-app.</p> <p>Uma das formas mais inteligentes de manter o embalo é com a publicidade in-app, em que anúncios segmentados impactam os usuários onde quer que eles estejam para levá-los de volta ao aplicativo. Há diferentes tipos de publicidade in-app, como retargeting e engajamento. Veja como funcionam:</p> <h4><a href="https://www.criteo.com/br/blog/retargeting-para-apps-como-funciona-e-por-que-voce-precisa-dele/"><strong>Retargeting para apps</strong></a></h4> <p>Digamos que Beto esteja olhando um relógio no seu aplicativo, mas decide que ainda não está pronto para comprá-lo. Enquanto navega, seus dados de intenção são capturados e, depois que ele que sai para visitar outro app, vê um anúncio do relógio que estava olhando, além de outros produtos relacionados. Ele clica no anúncio e é levado diretamente para a página do produto no seu app para finalizar a compra.</p> <p><img decoding="async" class="aligncenter" src="http://www.criteo.com/br/wp-content/uploads/sites/5/2023/01/App-Advertising-Marketers-Guide-image-BR-min-min.png" /></p> <p>O retargeting é uma maneira altamente eficaz de manter os usuários ativos após o uso inicial do app. E, depois de você fisgá-los, eles têm 30% maior probabilidade de retornar e comprar sem nenhum tipo de incentivo adicional.</p> <h4><a href="https://www.criteo.com/br/products/criteo-audience-match/"><strong>Engajamento em app</strong></a></h4> <p>As campanhas de engajamento em aplicativos permitem que você segmente audiências específicas de CRM ou MMP para reengajar consumidores inativos. De modo semelhante ao retargeting, essas campanhas mostram anúncios dinâmicos com base nos dados dos consumidores para encorajá-los a voltar ao app e converter.</p> <p>As campanhas de engajamento podem ser usadas de várias maneiras, dentre as quais para ativar audiências que instalaram o seu app, mas nunca finalizaram uma compra, para encorajar usuários a reinstalar o seu app, para promover campanhas sazonais e para reengajar os consumidores do app que não compram nada há algum tempo. Por exemplo, você pode impactar um grupo de clientes que não compraram nada nos últimos 60 dias com um coupon — ou com uma oferta especial para um novo produto.</p> <p>Trata-se de uma tática que não deve ser ignorada. De acordo com uma pesquisa do Google, 30% dos usuários de apps disseram que usariam um determinado aplicativo novamente se recebessem um desconto. Outros incentivos, como conteúdos exclusivos, também se mostraram eficazes.</p> <p><img decoding="async" class="aligncenter" src="http://www.criteo.com/br/wp-content/uploads/sites/5/2023/01/App-Engagement-BR-min-min.png" /></p> <h4><strong>Como maximizar a performance da publicidade in-app</strong></h4> <p>Nem todas as campanhas de publicidade in-app são criadas da mesma forma. Confira aqui o que todo parceiro de publicidade in-app deve oferecer para campanhas de sucesso:</p> <ul> <li><strong><a href="https://www.criteo.com/br/solutions/criteo-dynamic-retargeting/">Anúncios dinâmicos com base na intenção de compra individual em tempo real</a>. </strong>Anúncios que só mostram o último produto visto ou produtos best-sellers representam oportunidades perdidas — os profissionais de marketing deixam de engajar indivíduos por meio de outros itens do catálogo em que eles possam ter interesse.</li> <li><strong><a href="https://www.criteo.com/br/technology/shopper-graph/">Combinação cross-device</a>.</strong> Uma visão abrangente do comportamento do usuário e da sua intenção de compra em diferentes dispositivos — e fora dos jardins murados (walled gardens) — é crucial para oferecer ao consumidor uma experiência consistente e relevante. Combinações cross-device imprecisas ou limitadas podem resultar em dinheiro jogado fora e em anúncios ineficazes.</li> <li><a href="https://www.criteo.com/br/products/mobile-app-advertising/"><strong>Amplo alcance</strong></a>. Qual é o tamanho da rede? Em quantos apps seus anúncios poderiam ser exibidos e em quais ad exchanges? Obviamente, quanto maior a escala, mais oportunidades você terá de se conectar à sua audiência.</li> <li><strong><a href="https://www.criteo.com/br/technology/dco/">Otimização dinâmica de criativos</a>.</strong> Opções limitadas de anúncios, em termos de tamanhos e criativos, podem impactar negativamente a performance. Anúncios personalizados, com uma combinação de elementos visuais específicos para atrair cada consumidor, maximizarão o engajamento.</li> <li><strong><a href="https://www.criteo.com/br/technology/predictive-bidding/">Segmentação preditiva</a>.</strong> Criar segmentos de audiências manualmente significa que você pode perder oportunidades de impactar usuários valiosos porque eles não estavam encaixados em nenhuma segmentação predefinida. Procure uma solução que permita segmentar consumidores por comportamento individual e por intenção de compra, para que cada usuário com alto potencial de compra veja o seu anúncio.</li> </ul> <p><strong>Quer saber mais sobre marketing digital? 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