Why do businesses need to adopt the omnichannel approach in app advertising? What channels are more effective & how fast you can expect the results? Lorenzo Rossi, Head of Marketing at Free2Move shared his team experience at the AppFollow meetup in Berlin

1. Lorenzo
From Italy
Head of Marketing
@ Free2Move

3. OMNICHANNEL
STRATEGY
TO ADVERTISE
YOUR APP

5. Digital Ad Spending Worldwide
2017-2022 • Billions
Source eMarketer

6. Source eMarketer
Mobile App Acquisition Cost
Worldwide

8. TWITTER
• Professional audience
• Higher Engagement & LTV
• Good in ES, FR and US
SNAPCHAT
• Low CPIs
• Young audience
• Good in FR and US

9. INFLUENCER MARKETING
• Authentic (if it’s well done)
• Multiplatform
• Works with special promo

10. SEO & CONTENT
• Organic uplift
• Brand awareness
• Paid distribution

11. PROGRAMMATIC
• It is the future (?)
• Long learning phase
• Transparency, control
and brand safety

12. AD NETWORKS
• Useful for scale
• Explain goals & benchmarks
• Share your data &
optimise together

13. OOH ACTIVITIES
• Brand Awareness
• Organic Uplift
• Increase digital efficacy

14. COOPERATIONS
• Free exchange of services
• Complementary business
• Free2Move and Whazzo

15. Yahoo
LinkedIn
Pinterest
Podcasts
Preinstalled
Reddit
Spotify
Netflix
TikTok
Taboola
Outbrain
Plista
Bing Ads

16. If you want to survive in Advertisingville,
you must look beyond the duopoly

17. Facebook and Google are still
and will be the biggest players in town

18. High competition, less efficiency
Loss of control

19. Start testing different channels,
no matter your business

20. Every channel has
its own characteristics

21. Don’t give up after one day
Build-Measure-Learn

22. Find your
omnichannel balance

23. Coordinate with your
ASO and CRM team

24. Be sure to have (and contribute to make)
a GREAT PRODUCT

25. lorenzo.rossi@free2move.me
linkedin.com/lorenzorossi1987
@lorydoc87