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Being a data-driven marketing platform, performance has always been at the core of our vision. At RevX, we use our proprietary machine learning model to predict the right bid price for the right user to deliver the most effective ads in real-time. Our team of data scientists strive to ensure that each campaign reaches its maximum potential and ROI goals. In this blog, we will give you a sneak-peak into what goes behind building a sophisticated prediction model and the challenges that come its way.


We are pleased to announce Dynamic Badges for Native Product Ads, a new distinctive feature making them better than ever. Native ads are high performing, non-obtrusive ad units which adapt itself to the look and the feel of the app where they appear. While this format greatly improves the end user experience, its prescriptive format limits marketing team’s creativity with respect to showcasing the relevant information in product ads. The “Dynamic Badge” feature helps improve the marketing message for the end users by overlaying key product attributes such as brand name, product price, discount, etc. onto the main native ad image in real-time, significantly improving the click-through rate (CTR) and conversion rate.


The Auto Scaling functionality provided by AWS makes it easy to scale application clusters using spot or on demand instances - however it does not have the ability to fall back to an on-demand instance if a spot instance is not available or try getting instances in other availability zones. Another issue is that while AWS provides a spot termination notice, it does not guarantee it – so clean up actions like moving logs to a persistent store before instance terminates become tricky. This blog talks about how we implemented our own auto scaler framework to overcome these shortcomings.


Retargeting conversions typically surpass other channels, in terms of delivering the lowest CPA’s. But marketers, who look at their data a little more closely, quickly come to realize that typical ‘black-box’ retargeting vendors deliver that superior performance, at the cost of organic traffic.

This blog talks about why it is important to look at the key factors affecting retargeting conversion- “Funnel Position” and “Recency” and chose a retargeting vendor which gives full visibility into inventory, targeted users, ad quality, publisher quality and more.


Marketers are increasingly adopting advanced strategies and technologies for their mobile campaigns. App platforms with a large install base have realized the importance of retaining users rather than just getting more installs. Even new mobile apps with relatively lower but growing install base are beginning to evaluate app retention strategy relatively sooner in the marketing lifecycle. This blog talks about several important factors necessary to kick start a successful app retargeting strategy.


App retargeting is relatively new compared to its web counterpart, which has been around for a decade. However, the technology stack has rapidly evolved to bring functional parity with web, and adoption is growing quickly. Most app marketers are shifting focus towards re-engagement and retention, as acquiring new users becomes increasingly difficult and expensive. In this blog, we look at the evolution of app retargeting across three phases, and how marketers can get the best out of their app retention strategies.

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