Curate a Diversified Advertising Channel Mix for Maximum ROI

Mobile app marketers understand that each digital advertising channel has its distinct advantages and challenges. Therefore, just as financial advisors recommend diversifying income sources, marketers should strategically diversify their advertising channels.

Changes in privacy frameworks have altered marketers' advertising strategies. Consequently, multichannel marketing has emerged as a dependable method to refine, iterate, and test effective positioning without relying on personal data. Tailoring copy or creative to each channel, rather than individual users, is an excellent way to attract high-LTV users to your app. Ultimately, quality has become more important than quantity. The year 2024 marks a period of tighter marketing budgets and increasingly efficient advertising practices.

By carefully curating their channel selection, mobile app marketers can employ a systematic multichannel marketing strategy to reach a higher-value audience, enhance retention, and boost revenue.

The Power of a Diversified Ad Channel Mix

Imagine you're at a dinner party. If you only engage with one person, you miss out on the richness of the conversations happening around you. Similarly, relying on a single ad channel limits your reach and potential impact. By diversifying your ad channels, you cast a wider net, capturing diverse audiences across various platforms.

Mobile marketers are increasingly recognizing the advantages of multichannel marketing over the outdated omnichannel approach, which delivers the same message across all platforms. By tailoring your messaging for each specific channel, you can more effectively engage your audience. So, how do you strategically choose the right mix of digital marketing channels? 

Start by refining your core advertising strategy. Identify your most profitable users and gain deep insights into what campaigns resonate with them. Determine which channels are currently driving user acquisition. By doing so, you’ll be well-equipped to enhance your marketing efforts and boost your overall impact.

Next, you should analyze the platforms available to you. What qualities are most important for your app and its campaigns? Here are a few to consider:

• Audience: Should I target a large audience, or focus on a smaller, more specific group that offers higher user quality despite lower volume?
• Tracking: What level of detail is necessary to monitor the journey and conversion of this campaign?
• Regional relevancy: Where is the target audience located, and which channels are they utilizing?
• Time resource: Do you have ample time to manage a channel, or does it need to operate more independently?

Lastly, as you explore the wealth of alternative advertising channels available to you, consider the following.

At ClearPier, we champion the use of a robust mix of advertising channels: from traditional giants like Google and Meta to innovative platforms such as Demand Side Platforms (DSP) and targeted ad networks. This multifaceted approach not only enhances your brand's visibility but also optimizes your return on investment (ROI) by reducing dependency on any single source.

Navigating the Landscape: Why a Multi-Channel Strategy Matters

The digital world is in a constant state of flux. Consumer behavior and platform algorithms can shift overnight. By utilizing a diversified ad channel mix, you're not just keeping up; you're staying ahead. Here’s how:

• Increased Reach and Engagement: Different channels attract different audiences. By spreading your efforts across platforms, you meet your customers wherever they are, increasing the likelihood of engagement.
• Risk Mitigation: Putting all your eggs in one basket can be risky. If one platform changes its algorithm or policies, your entire strategy could be impacted. A diversified approach safeguards against such uncertainties.
• Optimized Performance: Different channels offer unique data and insights. By analyzing performance across a variety of platforms, you can fine-tune your strategy to focus on what works best, maximizing your ROI.
• Cost Efficiency: A wider range of channels means more options for budget allocation. You can strategically invest in high-performing platforms while experimenting with emerging ones, ensuring the best use of your advertising spend.

Digital media channels for advertising channel diversity

Let’s take a closer look at a few diversification paths for your multichannel marketing campaigns. At ClearPier, we believe in the power of a diversified approach. Some of the other channels are:

• Ad Networks: Access a vast inventory of premium ad placements to reach your target audience efficiently.
• DSPs: Harness programmatic buying to optimize ad delivery and maximize ROI.
• Traditional Ads (Google, Meta): Utilize the power of these industry giants to drive targeted traffic and conversions.

However, one of the market's biggest bets to increase channel diversification efficiently and bring better results to app media campaigns is CTV.

Connected TV (CTV)

Insider Intelligence projects that the number of over-the-top (OTT) subscribers worldwide will exceed two billion in 2023. This dramatic growth underscores the undeniable popularity and widespread acceptance of OTT platforms, which have become essential in households around the globe. In this context, Connected TV (CTV) has solidified its role as a critical player in channel diversification.

Traditionally, CTV was associated primarily with brand awareness campaigns and regarded as a medium for broad, non-targeted advertising. However, it has undergone a significant transformation and is now recognized as a powerful performance channel. This evolution is driven by advancements in technology and data analytics, empowering marketers to precisely target audiences and accurately measure campaign effectiveness.

Today, CTV delivers a dynamic platform that not only enhances brand-building efforts but also generates measurable performance outcomes. This makes it an indispensable tool for any modern marketer looking to achieve success. This finding underscores the potential of overlay ads to capture and retain viewer attention in a crowded media landscape. Nevertheless, video ads continue to perform exceptionally well on CTV, boasting impressively high ad completion rates that reflect their effectiveness in delivering messages to engaged audiences. When planning CTV campaigns, marketers should consider the strategic placement of their ads within the marketing funnel. CTV-to-mobile campaigns are ideally positioned higher up the funnel, focusing on broad awareness and engagement, while CTV-to-CTV campaigns should be crafted with messaging that aligns with lower-funnel objectives, such as driving conversions and reinforcing brand loyalty.

Is campaign measurement a concern? ClearPier with your MMP is here to assist with this critical aspect of advertising. With a mobile expert helping you, marketers can gain valuable insights into the performance and conversion rates of their CTV-to-mobile or CTV-to-CTV ads and help optimize campaigns and ensure they are meeting desired objectives.

ClearPier: Your Guide in the Ad Jungle

Navigating the myriad of advertising options can feel overwhelming. That's where ClearPier comes in. With our comprehensive understanding of the ad market and the best channels, we provide a tailored strategy that aligns with your business goals.

Our expert team works closely with you to design and implement a diverse ad channel mix that not only reaches your target audience but also adapts to the ever-changing digital environment.

Ready to Elevate Your Advertising Strategy?

Maximizing your ROI doesn't have to be complicated. At ClearPier, we're committed to helping you achieve your advertising goals through a well-rounded, effective ad channel strategy. Ready to see the difference a diversified approach can make? Schedule a meeting with our expert team today and take the first step towards transforming your advertising efforts.

Let us help you unlock the full potential of your ad spend. Contact us now and discover how ClearPier can make a difference for your business.