You’ve no doubt read countless stats and articles illustrating the importance of having a strong plan to capitalize during this year’s holiday retail season. SHIFT even contributed to your holiday prep with our own post on that included tips to enhance your digital marketing strategies this Black Friday and Cyber Monday. If you haven’t read it, do yourself a favor and review the tips we’ve provided.
The holiday season isn’t the only big advertising opportunity this time of year, nor is it the only reason consumers will be spending a staggering amount of money. That’s because the holiday season also means the second half of the NFL football season – both professional and fantasy. We all know that the NFL is big business, generating roughly $10 billion in annual revenue last year.
What you may not know is that fantasy football is even bigger business, valued anywhere between $30-$50 billion each year. This value may be a bit high since it takes into account the opportunity cost of production time lost which isn’t tangible dollars, per se. Even with productivity stripped out, the value of fantasy football would still be a jaw-dropping amount. Alone, fantasy football on mobile is a roughly $1.6 billion industry. This amount is only likely to grow as virtually everything digital continues shifting to some form of mobile and time spent on mobile continues to rise.
One of our clients, a fantasy sports provider, knew the value of early sign-ups for players and the importance of maintaining mobile engagement throughout the season. Since mobile was their focus, it made sense to initiate interactions with users on mobile devices – using Twitter’s granular device targeting – to encourage league sign-ups at the start of the seasons and re-market with app ads to encourage app installs and app re-engagements.
Example: Promoted Tweet with App Card (left) and App Install Notification (right)
Our client used the SHIFT platform to generate over 1,000,000 highly targeted engagements over the course of roughly one month. As an original partner for Twitter’s Mobile App Promotion (MAP) program, SHIFT also helped our client drive a 15% app install conversion rate and strengthen app engagements. In addition to solid performance delivery, optimizations also led to substantial cost efficiencies.
Click below to see how one Fantasy Football provider drove an app install conversion rate over 15%.
As consumers continue spending more time on mobile devices, it is critical to not only ensure a place on their device, but also ongoing engagement. With over 80% total Twitter monthly active users (MAUs) coming from mobile, it is a perfect platform to reach users in the proper state of mind with app install and app engagement creative. With Twitter as the right environment, Twitter app cards are the right tool for marketers. It enables them to pair images, messaging, and install or engagement call-to-actions and deliver them directly to targeted users within timelines.
The SHIFT platform has the ability to not only build Twitter app cards (in addition to Lead Generation and Website cards), but also scale campaigns and optimize delivery to maximize ROI. See the latest enhancements we’ve made to our technology including automation, reporting, and improved programmatic ads solutions. When you’re ready, reach out to email@example.com to learn how we can help you improve your marketing initiatives.