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Personalized Facebook campaigns that target new app users.

Always up-to-date with the most important news from your city or region? De ‘Regionale Publieke Omroep (RPO) has got you covered. RPO is a Dutch public broadcaster, consisting of eleven different broadcasters and regions. One of them is ‘Omroep Gelderland’ (GLD). Omroep Gelderland keeps its readers and listeners up-to-date with the latest news through live radio and TV, and an Android and iOS app as well.

These apps have recently been updated with a more user-friendly design. Users can indicate from which area in Gelderland they want to receive relevant push notifications. The new and fresh design in combination with a popular event - De Nijmeegse Vierdaagse - was an excellent opportunity to bring the app to the attention. After going through a number of possibilities, Facebook emerged as the most suitable channel for this purpose.

Facebook as an app marketing channel

The potential high reach in combination with the low-threshold characteristic of Facebook made it a suitable channel for promoting the app. RPO has set up a campaign that focuses on attracting new users. However, Facebook doesn’t have any insight in the apps that are installed on a user’s device. That left us with the question: how can we start a campaign that only targets people who have not yet downloaded the app?

The integration of a Facebook SDK into the existing Omroep Gelderland app had to offer the answer. By integrating an SDK into the app, we give Facebook permission to have insight in so-called events. Important here is that Facebook only has insight into the events we allow the platform to. These events include, for example, visiting your website or mobile app. In addition, with the SDK you could also provide insight into whether people have viewed a specific product in your app. Based on these events, you could start running campaigns with ‘dynamic ads’, that can determine whether the ad is relevant to a user. As soon as the user opens the app for the first time, they are asked to turn on their location services for eg. the dynamic ads. Users can withdraw their consent at any time or (temporarily) switch off their location services in the settings of their smartphone.

The Facebook SDK enabled us to start a campaign for Omroep Gelderland that only addresses people who have not yet downloaded the app. The result?

The number of daily new users doubled

If we take a look at the graphs below, we can see that the number of new users per day has increased enormously during the campaign. For android, we saw an average increase of 170% per day for the campaign period compared to the week before. The number of new iOS users even saw an average increase of 300% in the same period.

It is fair to say that the campaign can be labeled as successful for the realization of more downloads. However, it is even more relevant to look at the result for the long term. For example, do we see an increase in daily use, even after the campaign period?

img android new users

img ios new users

The graph below shows the number of daily Android users, divided into three groups: 7 Day active users, 14 Day active users and 28 Day active users. Within all groups, we could see an significant increase, starting on July 11, which is the day the campaign started as well. The integration of the Facebook SDK did not only positively affected the number of new users during the campaign, but also led to an increase in daily use afterwards.

img android daily users

For Omroep Gelderland, Facebook appears to be an effective way of achieving more app downloads as well as realizing a larger number of daily users. Besides Facebook there are of course many other channels and tools that can help to bring your app to the attention.

Realize more app downloads

One of those tools is the Smart app banner, a banner that appears when a user visits the mobile website. Has that same user not yet downloaded the app of the website in question? Then the banner will refer him to the Apple App Store or Google Play Store, depending on the operating system. In case the user has already downloaded the app, the banner will show an ‘open’ button, which obviously open the app.

Earlier, we implemented these Smart app banners for Dallas/Fort Worth International Airport. The result? A significant increase in the number of store visits since the integration of the banners.

Finally

There are many other possibilities for bringing your app to the attention. The integration of a Facebook SDK offers the possibility to promote your app at specific moments. The integration of Smart app banners, on the other hand, is an opportunity to continuously bring your app to the attention of everyone who visits your website on their mobile.

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