Redesigning Messaging Relevance: How We Grew to #2

by / Wednesday, 30 May 2012 / Published in Airpush Mobile Advertising Blog

Airpush has consistently increased both its presence in the Android marketplace and its performance for the top advertisers in the world throughout its short 15 months in existence. Last week I got the amazing news that we had been named the second largest Android ad network in a comprehensive study by AppBrain. I saw that this surprised a lot of industry watchers, mostly by jumping into the discussions on Twitter, reading some high profile blogs, and receiving a steady stream of congratulatory emails from people I’ve worked with over the years.  However, to our team and organizations we work with, this was seen as an inevitability based on the growth and performance we’ve experienced.

From its inception, we designed Airpush to be a more refined, friendly, and effective method for audiences and advertisers to connect. The goal was to engage and introduce the mobile community to alternative ad formats that were designed around the core principles of any great marketing campaign:

Great timing + precise targeting + easy opt-out + public demand =

Highly effective campaigns that are both engaging and respectful of the audience.

Great Timing

One of the most important factors in any form of communication is timing. Traditional in-app banner advertisements are ineffective by themselves, simply because they attempt to engage their audience while the recipients are busy doing something else–using the app. This results in an unproductive campaign and a clumsy user experience. By contrast, Airpush powers ad formats that reach an audience when they are actively looking to discover new things with their mobile devices. Airpush also allows the recipient to interact with the message when he chooses, or ignore it altogether. This means that each engagement is more meaningful and productive for both parties.

Precise Targeting

Airpush was designed to give advanced targeting capabilities to the advertiser, including demographics, location, and interests. This enables him to send messages that are incredibly relevant to his audience, and relevant messages mean fewer are required in order to drive sales.

Easy Opt-Out

As with any great advertising campaign, it’s important that an audience has a clear and easy way to opt-out. That’s why each Airpush message clearly identifies its origin and how the user can quickly and easily stop any additional ones from appearing.  We take pride in being one of the most transparent and user-friendly mobile ad networks operating today.

Public Demand

The recent explosion in demand for offer sites such as Groupon has proven that people want to receive relevant, timely, and targeted offers on things they are interested in.  The performance of the Airpush network, which regularly generates CTR’s many times that of traditional in-app campaigns, proves that this demand is real, growing, and a rapidly increasing choice by users around the world as to how they engage with ads.

Just like any truly innovative organization in the mobile space, we’ve been continually evolving both our technology and our best practices into an extensive and exciting product release schedule that I can’t wait to share with all of you.   At the risk of sounding like my father, I believe a rising tide raises all ships, and the ocean of potential that lies before us in the mobile marketing space is one of the most exciting trends that the digital revolution has produced to date.