If you have an app in the food and drink category — or are responsible for marketing one — it’s important to know your best options for advertising partners. Not only will you be able to leverage the partners that other marketers in your specific category and region trust most, but you’ll be able to get new ideas for partners whom you may not have tried before, reach untapped pockets of prospective customers, and measure which partners drive the best results for you.
In today’s blog post, we’re taking a closer look at the top 8 advertising partners in North America when it comes to food and drink apps specifically, as identified by the Integrated Partner Index. The Integrated Partner Index is a free tool that ranks more than 1,000 ad networks and publishers based on parameters like pricing model, region, ad format, network type, attribution model, and more — serving up the partners that marketers use most frequently. We’ll dive into the methodology a little bit later in the post, but for now, let’s get into the good stuff: the top 8 partners in North America when it comes to the Apple iTunes Food & Drink category.
Top advertising partners for food and drink apps in North America
Google AdWords is an online advertising service where advertisers pay to display brief advertising copy, product listings, and video content to users. AdWords advertisers can use keywords and Smart Bidding strategies to connect with the right people across across Google.com, YouTube, Google Play, Gmail and the over 3M sites and apps on the Google Display Network. The bulk of Google’s $90 billion revenue comes from Google AdWords. Sales and support for Google’s AdWords division in the United States is based in Mountain View, CA.
Apple launched Search Ads in 2016. More than 65% of app downloads come directly from a search on the App Store, making Apple Search Ads a logical place to advertise. Search Ads creates ads using metadata and imagery from a brand’s App Store listing, while the default Search Match feature automatically matches your ad to relevant searches in the App Store.
Bing Ads is an online service that provides pay-per-click advertising services on Bing and Yahoo! search engines. Launched in 2012, Bing is owned by Microsoft and gets more than 5 billion monthly searches — plus 33% of the U.S. market.
DoubleClick is a subsidiary of Google which develops and provides digital ad serving services. DoubleClick offers expertise in ad serving, media, video, search and affiliate marketing. DoubleClick was founded in 1996 and is based in NYC, NY.
BidMotion is a mobile advertising technology company focused on simplifying and optimizing the direct response and customer acquisition processes by applying proprietary AI algorithms. BidMotion uses machine learning practices to promote the right app to the most engaged audience at the most opportune moment. BidMotion’s predictive Data Management Platform marries click-level data with post-install data in order to create audience segments that both convert at a high rate and deliver value to marketers. Founded in 2014, BidMotion is based in Paris, France.
Known for its proprietary Instant-Play HD mobile video technology, AdColony is a leading mobile marketing platform offering growth, engagement, and monetization solutions for an extensive network of the world’s top apps. As a trusted mobile partner, AdColony works with Fortune 500 brands and over 85% of the world’s top grossing publishers. As of 2014, AdColony operates as a subsidiary of Opera Software ASA.
Yahoo! Japan is a search engine and online information portal that offers a variety of services including email, shopping, and broadband services. Originally formed as a joint venture between the American internet company Yahoo! and the Japanese company SoftBank, Yahoo! Japan was launched in 1996 and operates as an affiliate of Yahoo!.
Ad Attraction offers precise targeting and powerful insight to circulate ad campaigns to their direct inventory of SDK and media partners. They offer diverse ad formats, exclusive and direct campaigns, International support, real-time reporting, and dedicated account managers. Ad Attraction is based in Sandy, UT.
The Integrated Partners Index: How it works
Now that you’ve seen a little bit about the insight that the Integrated Partners Index can provide, let’s dive into how it works. Simply put: it’s a tool you’re going to want to bookmark. Instead of scrolling through lists of partners, wondering which ones would be the best fit for you and how all the partners compare to each other, you can find the top-ranked partners in a single click.
First, choose which parameters are most applicable to your app. You can choose from type of partner (ad network, DSP, incentivized, etc.), pricing model (CPM, CPC, CPI, etc.), region (Asia Pacific, North Europe, etc.) and more. Then, select the KPI that’s most important to you, like install volume, click volume, conversion, and so on. Here’s a look at all the filters available:
In a single click, you can quickly see how all advertising partners stack up. Not only can you see which partners are the most popular for your specific KPI, but you can see how their performance compares with other partners. Below are a few types of questions the Index could help answer:
- Which partners deal specifically with [this type of platform] in [this specific region]?
- Which partners promote installs in addition to clicks?
- Which partners have a high conversion rate?
- Which partners generate the highest RPIs?
The Integrated Partner Index calculates new rankings every day — updating to reflect results from the past 30 days.
By default, the Integrated Partners Index ranks partners as an absolute number, with all following partners ranked accordingly. You’ll also notice a volume bar (to the left of rank number) that indicates the relative percentile ranks for each partner. For example, the “Client Adoption” bar for Google AdWords is full because they have the highest client adoption, while the volume bar for Twitter is slightly less full because they have a slightly lower client adoption than Google AdWords. And so on for each partner.
You can also re-rank partners based on the other KPIs available by clicking the Index headers. Simply choose the KPI that is most important to you (Click Volume, Install Volume, Conversion Rate, etc.) and rank partners against that KPI to see how the other partners are performing. You can even drill as granular as country and category, as we saw today.
Try it for yourself for free
The Integrated Partners Index is free to use and offers unlimited ways to see how your partners stack up, or to find new ones altogether.
To try it for yourself, sign up for a free trial of the TUNE Marketing Console today. Happy investigating!
Jennifer is the VP of Marketing at TUNE. Weekdays, she's all about helping marketers better measure their mobile campaigns. Weekends include brunch and blogging. Find all her thoughts on marketing here.