In the UAE’s rapidly adaptive digital market, success hinges upon tangible, profitable conversions. The movement from brand-centric advertising to performance marketing is necessary for brands to obtain a transparent return from their mobile advertising. Sustainable customer acquisition in the competitive Gulf market relies on this approach, driven by significant data and precise performance tracking.
The Performance Mandate
In the mobile context, performance marketing involves paying only when a specified action is completed—be it a click, lead submission, app install, or purchase completion. This model necessitates extreme focus on the consumer journey, as well as the efficiency of the ad creative. For mobile advertising in the UAE, this entails a continuous loop:
- Goal Setting: Clear outcome (Apr. Goal: reduce Cost Per Acquisition (CPA) by 10%)
- Execution: Initiate campaign deployments across channel(s) social media mobile ads at in-app advertising UAE.
- Measurement: Track touchpoints with the highest action completion
- Optimization: Revalue at every touchpoint for alterations in creative, or target to bid.
It’s no secret that not all campaigns result in positive ROI and outperform budget spending. Effective and data-driven campaigns show real high ROI achievement and true benefits gained in any ad marketing budget.
Attribution: The Key Component
Attribution helps in identifying all the marketing touchpoints that result in conversion. This is extremely crucial in a mobile environment of multiple apps, mobile web, and social feeds. Mis-attribution is the reason spend is wasted and low performing channels are being credited.
Mobile attribution however is sophisticated, and is not a last-click attribution approach. It neglects the fact that users could be engaging with the brand via multiple devices, and even multiple ad formats such as a video ad in Instagram, a Google search ad, and a rich media ad in an app, all before conversion itself.
To advance your mobile attribution strategy, I recommend the following:
- Universal Tagging: Document every touchpoint throughout the mobile web and in-app environments.
- Employ a Multi-Touch Model: Use a model, such as linear or time decay, that fairly assigns credit to every interaction in a conversion funnel.
- De-duplication: No single action should be credited to multiple channels in one go.
Improved attribution accuracy drives a defined scale in a campaign, as brands begin to spend effort and budget within channels that yield user volume. The effectiveness of mobile ad targeting tools improve as more budget is committed to the channels showing real value drop.
Creative Improvement Driven by Data
Regardless of how well-targeted an advertisement is, it is going to fail if the artistic aspect is poorly done. In the mobile market, creativity is a variable, not a constant. Mobile marketing in Dubai has a lot of traffic, which makes hiring A/B of advertising efficient. More variations are made in an ad, allowing marketers to choose the best clicks.
Data guides each choice, such as:
- Video Length: Views are differentiated by length. A testing of a 15-second ad versus a 6-second ad is done to measure which is best.
- Call-to-Action (CTA): Improving mobile ads is measurable through experimentation with differing button texts and colors.
- Format: Ads in the mobile market of the UAE can switch from static, to dynamic in a carousel or playable ads.
We are able to measure cost per acquisition and other useful targets to determine which to scale and which to cut, determining efficiency.
Strategic Partnerships for Execution
Because of the intricacies of mobile tracking, data synthesis, and platform algorithms, forming a joint alliance with a particular company is priceless. A mobile advertising agency in Dubai such as RedBerries mobile advertising is knowledgeable in the most advanced mobile advertising techniques. We have the ability to come up with sophisticated attribution models and data-driven actionable plans to execute a mobile-optimized marketing UAE campaign.