Navigate the Ad Ecosystem With Sub-Channel Insights
The challenge of optimizing ROI on SDK advertising networks like Mintegral, AppLovin, Ironsource, and Unity boils down to the complexity of their vast ecosystems. For advertisers, the cost of scrutinizing each sub-channel (or sub-publishers) can be prohibitive, typically leading to a reliance on a small, manageable list of trusted publishers, which caps potential reach. Additionally, informed bidding at the sub-channel level can be challenging due to the lack of detailed performance data.
The introduction of sub-channel optimization solutions by XMP significantly improved this situation. Clients can now easily access crucial metrics for each sub-channel, which aids in the refinement and growth of their campaigns.
The latest offering from XMP — competitor sub-channel data reporting — further strengthens this advantage. It provides the capability to:
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Track similar apps: Monitor the coverage rate of similar competitor apps across all sub-channels. By comparing the sub-channel coverage rates of your apps, XMP automatically assigns tags to alert you whether it's "Above Average," "Standard," or "Below Average."
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Identify lucrative sub-channels: Use XMP's analysis to reveal which sub-channels yield the highest ROAS, directing your investment where it counts.
Sub-Channel CompetitorAnalysis of XMP
Why Is It Essential to Look at Sub-Channel Data?
When optimizing sub-channels, being aware of the competitive landscape is imperative. If you fail to acquire quality traffic through effective bidding strategies, competitors can swoop in and grab your audience.
Our coverage rate indicates the percentage of sub-channels with installs from similar apps that your app also covers. A higher coverage rate suggests that your app captures the main traffic channels that competitors target.
The Head of User Acquisition of Gamegoing shared that recently, "On the XMP sub-channel interface, if the coverage rate of similar apps is 45%, it means our app taps into 45% of the traffic covered by similar apps in the market, leaving 55% of the traffic on channels already covered by competitors untapped. This insight is invaluable in identifying missed opportunities in high-quality channels."
XMP Sub-Channel Coverage Analysis
Steps to Optimize Sub-Channels for Better ROI
Step 1: Verify Channel Precision with 'Coverage Rate of Similar Apps'
By comparing their app's coverage rate with that of competitors, media buyers can refine their channel strategy and broaden their audience.
Step 2: Utilize XMP's Top Sub-Channel Rankings to Pinpoint High-Quality Channels
XMP's sub-channel rankings are determined by weighing metrics such as installs, impressions, and costs of similar apps across respective regions. The higher-ranked sub-channels show better performance among similar apps.
Should the top sub-channels remain untapped, media buyers can swiftly scale their reach by leveraging XMP's 'One-click Traffic Booster' feature to unlock high-quality sub-channel expansion seamlessly.
Step 3: Benchmark Against Competitors to Gain Competitive Insights
Media buyers use XMP to benchmark their apps against average metrics like CPI, eCPM, and IPM/IVR of similar apps, quickly understanding their competitive standing. This insight allows timely adjustments in sub-channel strategies and bidding prices.
"The CPI we're seeing on the XMP dashboard shines a light on our position," commented a UA manager for a leading app marketing team. "Our hyper-casual game posted a CPI bid of $1.20, which stands out when you compare it to the average industry bid of $2.50 for comparable titles."
Step 4: Adjust Strategies Based on ROI Performance per Sub-Channel
On XMP, media buyers can see each channel's ROAS and develop tailored dissemination strategies:
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Poorly performing sub-channels can be blacklisted.
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Average-performing sub-channels may have their bids lowered to reduce spending.
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Well-converting sub-channels can increase their bids to scale up within a controlled budget.
Once ROI and volume stability improve, media buyers will attempt to lower bids to find the optimal balance between cost and ROAS.
Try XMP for Free!
Stay tuned for future posts, where we will delve into the next-level strategies of user acquisition. In this forthcoming article, we'll teach you how to synergize sub-channel data with XMP automation feature, unlocking the full potential of automated management across SDK platforms.
Discover how integrating sub-channel data tables with automated features can streamline your workflows, enhance decision-making, and optimize ad performance in real time. We'll explore practical steps and innovative techniques to effortlessly navigate the complexities of SDK ad networks, ensuring that your campaigns are not only more efficient but also poised for greater success.
About XMP
XMP is a one-stop cross-channel intelligent media buying platform dedicated to improving the efficiency and effectiveness of advertisers. It integrates global top media, SDK Ad Networks, and mobile measurement partners and enables advertisers to manage their advertising campaigns, creatives, and data across multiple channels all in one platform. Contact the XMP team today to start your journey to success!
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