This App Is Using AI To Reach People With A High Likelihood To Stay Loyal| AdExchanger

Many developers specifically target Apple device owners because they are known to spend more on in-app purchases than people who own Android devices.

But Mode Mobile has a completely different target group: price-sensitive Android users who want to earn a little extra income.

Mode has an app called Earn that allows users to earn in-app points by performing daily activities on their smartphones, such as: B. Playing games or listening to music, tracking your health status, conduct surveys and even charge your devices. Points Can be redeemed later for cash or gift cards.

Because Earn Monetized primarily through third-party marketing and advertising partners, Mode The longer people spend in the app, the more revenue it generates.

But Like all developers, Mode has some kind of budget.

The The cost of running a User Acquisition (UA) campaign cannot exceed the ultimate value of the users themselves.

Go With traffic

In in a casual game app, information about which actions can lead to high lifetime value (LTV) is relatively simple. If Someone watched the game’s tutorial video and then quickly beat the first few levels. That’s a good sign he’s here to stay.

But User behavior in non-game applications, as Mode says “isn’t quite as linear and predictable,”. Steve Dunkley, Director of Corporate User Acquisition.

There are the many different processes a user can go through in Earn an application. People Functions can be entered and exited and processed in any order.

Mode Need to figure out which traffic is most valuable to their bottom line. Is Wouldn’t it be a better indication that lifetime value is higher if someone watches a video, reads a news article, and listens to a song before receiving payment? Or Will users who browse the web, read news stories, and track their workouts generate Mode more revenue over time?

“Our challenge has been to pinpoint events that signify habit-forming behavior in our users and in what combination,” Dunkley Says.

Last Year, Mode began testing App Lovin’s mobile user acquisition platform App Discovery to determine which in-app events are most valuable and attract new cost-conscious people Android most likely to engage with Target users who engage with Earn apps.

AppDiscovery is built on Axon 2.0, an AI-based engine that uses predictive machine learning to target app install ads to users most likely to download . The AxonThe algorithm is trained using first-party data from AppLovin’s own portfolio of games, which includes trillions of daily in-app events. Providing adequate signals to user acquisition managers can be costly to effectively optimize marketing campaigns, says

Quick research

Typically. Dunkley It costs money to learn which targeting parameters are valid, and the longer the learning time, the higher the cost.

Apps Disadvantages: A shorter learning curve means applications can run more tests at lower cost and test more specific behavior. On Helps shorten the learning curve.

Using AI The most valuable users typically reach a series of non-linear milestones before becoming more engaged with

Mode the application. Earn For example, someone who listens to music three times in three days may end up being more or less valuable than a user who reads four messages before playing a song, and continues to do so through countless different combinations of behaviors. Someone a Recent activity

In targets a very specific and valuable group of users, known internally as Mode, which means “core redeemers,” applications. Earn is a very customized application and a very desirable one. -app event is designed for

This, Mode Mobile means, DunkleyDiscovery, “and with a slower, more traditional calibration curve, we wouldn’t be able to test and target such unique behaviors.”

Using App is able to shorten its learning curve, thereby reducing acquisition costs by 29%, from $2.69 to $1.90. Mode also increased ROAS by 92.5% between Mode and May for users who were still using June apps after 90 days. Earn To be able to say for less common behavior, i.e.

Being but perhaps not Mode that occurs very often. “opens up lots of new targeting possibilities for us,” Dunkley He said,

“And the deeper we can go into our funnel,” Link “the more valuable the events become.”