Running in-app ads on Pinterest’s vast user inventory and reach across select verticals is now easier than ever through Kochava, a proud Pinterest Mobile Measurement Partner. Kochava customers can leverage Pinterest’s targeting capabilities through their newest ad unit, the Promoted App Pin, and use the Kochava Analytics dashboard to fully understand user behavior.

Pinterest is arguably the go-to platform for ideas and has an exciting inventory of highly engaged users. Promoted App Pins are a creative and effective way for mobile marketers to drive high-quality users. Early testing has shown that Pinterest-driven ads attract users with a higher lifetime value, and Pinterest-driven users are more likely to perform in-app actions and purchases.

 

Pinterest has observed strong traction in the verticals of health and wellness, photography, personal finance, e-commerce and casual gaming. Kochava customers with apps in these verticals can run ads effortlessly with Pinterest by simply creating a new campaign and tracker.

Couple Pinterest’s targeting technology with the Kochava real-time postback engine to gain insight into which Promoted App Pins were most engaging or led to conversion. Analyze performance via the Events Volume view on the Analytics dashboard. Here, marketers can easily visualize their Pinterest campaigns and understand which placements worked best for them.

“Providing transparency within the mobile ecosystem is more important than ever, and Kochava is proud to deliver objective, seamless and actionable insight for marketers running campaigns with Pinterest,” said Charles Manning, CEO of Kochava. “The ability to optimize your audience reach with a rich, reliable source is the perpetual goal in mobile marketing. With Pinterest’s influence among certain top verticals and our objective measurement, we have a powerful partnership that will benefit our customers.”

For more information about advertising with Pinterest, contact a Pinterest Marketing Partner or see Kochava support documentation to setup a campaign with them.

Pinterest’s Promoted App Pins are now trackable, and Kochava is one of their select Mobile Measurement Partners. Users can click and install an app directly from their Pinterest feed. Using this ad unit has shown to yield high-quality users across several mainstream verticals.

Pinterest’s newest ad offering was featured today in Adweek. You can read the entire article by Christopher Heine here, or read it reprinted below.

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Since July, Pinterest has been testing app-install ads with about 100 smartphone-minded brands like Ibotta, Stash and Glu Mobile. Today, it’s rolling out that ad product, which is called Promoted App Pins, to all marketers. It will be available on the platform’s self-service system (Ads Manager) as well as pitched via its API (or application programming interface) marketing partners.

“More than 80 percent of our users are on mobile,” said Mike Bidgoli, head of new ad products at Pinterest. “So it’s a very mobile-first product, and hence, it lends itself well to app installs.”

Pinterest, which was a bright shiny object among tech marketers a few years ago, is hot again. After going from $100 million in revenue in 2015 to around $300 million in 2016, Recode last week reported that the company is looking to make more than $500 million in 2017.

And the app-install play should bolster its earnings. Research firm eMarketer’s latest numbers had the U.S. app-install advertising space at $5.7 billion for 2016. Facebook, Google, Instagram, Twitter and Apple have been the chief benefactors. Facebook has reportedly seen up to 20 percent of its ad revenue from app installs, and consider that the digital giant brought in $8.6 billion in the fourth quarter last year. Google, per some analysts, may have surpassed Facebook’s app install business in recent months. While Pinterest’s gains will certainly be more modest out of the gate, another stream of ad sales should lift its value among investors as it likely heads toward an IPO this year or in 2018.

Via Pinterest’s measurement partnerships—AppsFlyer, Tune, Adjust, Kochava and Apsalar—ad buyers can get reports on installs. Bidgoli said 70 percent of the advertisers that have tested Promoted App Pins have achieved their campaign objectives.

“One cool thing is that it not only worked for the core categories like food, style, beauty,” he said. “But it also worked for personal finance, automotive and gaming.”

Layne Cox, head of growth and user acquisition at cash-rewards app Ibotta, said that since first testing the ad product last year, the company has “more than doubled our Pinterest spend.”

Stash’s Promoted App Pins tests have generated not just downloads but engaged users, proclaimed Annica Lin, acquisition manager for the investment-focused mobile app. “Pinterest delivers the highest percentage of loyal users across all [Apple operating system] iOS acquisition partners for [us],” Lin said.

John Parides, head of user acquisition at digital gaming company Glu Mobile, said that he used Promoted App Pins to drive downloads for his company’s Gordon Ramsay Dash app. “Thanks to [its] audience and targeting capabilities,” he said, “we were able to significantly increase yields.”

Parides added, “In a market where many new mobile ad vendors offer minimal differentiation, Pinterest stands out.”

That’s believable if you consider insights company Apptopia’s recent findings, which concluded that 75 percent of users on its high-grossing apps are also Pinterest users.

Pinterest, which has 150 million monthly users who pin images, has been slowly building out its search and interactive portfolio over the past few years. In October, it introduced a trio of ad units in one-tap pins, video pins and the app pins that went wide today. Last month, it started letting marketers use more specific keywords to better target their search campaigns while also enabling retailers to serve more relevant ads.

Meanwhile, food, design and crafts, Pinterest’s bread-and-butter marketing categories, should remain a sweet spot when it comes to direct-response units like app-install ads, said Julian Soler, Apester’s head of marketing.

Soler said Pinterest users “are actively thinking about and experiencing content that has a strong likelihood in leading towards purchasing decisions.”

“Once a user has an intent to find something on Pinterest, it is easier to lead them to purchase,” he said.

Kochava named Snapchat Partner and extends the reach mobile analytics pioneer offers to clients.

Snapchat, which has more than 150 million daily active users, has named Kochava as an official Snapchat Partner. As a Snapchat Partner, Kochava provides marketers with end-to-end targeting and measurement capabilities for True LTV and ROI optimization products to drive their campaign performance on Snapchat.

“U.S. marketers put Snapchat at the top of their list when it comes to effectively engaging very high quality users,” said Kochava VP of Marketing and Client Services, Jason Hicks. “Kochava being named a Snapchat Partner bolsters the momentum of our audience extension tools which may now be leveraged on Snapchat to accurately target engaged users including the 18- to 34-year-olds who utilize their platform daily. With each passing day, our diverse suite of tools, including the industry’s only real-time Traffic Verifier, provide marketers the reach, insight and configurability to drive the most intentional messaging, allowing brands to engage with their most valuable users.”

The full suite of solutions from Kochava includes real-time customizable visualizations that give users fluid access to a complete spectrum of data points. These tools provide robust segmentation capabilities and immediate actionability. Yielding the most powerful tools in the ecosystem, Kochava is chosen by brands across industry verticals to measure the largest and most sophisticated ad campaigns.

As mobile users continue to seek innovative, fun and fresh digital platforms, Kochava clients can be confident that no matter where their target audiences are investing their time, Kochava provides the platform to drive, measure and engage their preferred audiences. Full coverage of Snapchat’s new adtech platform can be found at Ad Age.

The Kochava team is constantly adding new network integrations for your convenience. Every integration has its unique strengths and capabilities.

If you’re looking for something specific, Media Guide is a searchable and filterable collection of more than 50,000 networks and publishers. It includes everything from contact information to traffic data and creative specs and cost structure. Media Guide makes it easy to find the right partner for each of your campaigns.

The following list includes recently-added network integrations including the high-level capabilities of each integration. If you want to learn more about any of these integrations, navigate to Media Guide from the Account Options menu in your Kochava account.

Further information on accessing and using Media Guide is available at support.kochava.com.

 

 

 

Network Name	Clicks	Impressions	Install Postbacks	Event Postback
ETORON	X	–	–	–
Optimal	X	X	–	–
Sojern for Advertisers	X	–	X	–
Mojise	X	X	X	–
Ad4Screen_Partner	X	–	X	–

Kochava today announced it has joined Pinterest’s Marketing Partners program. Marketers now have the ability to measure Promoted App Pins on Pinterest with Kochava. The partnership is with the network’s Marketing Partners program which helps businesses drive even greater efficiency, scale and performance with their Pinterest campaigns. Numerous Kochava clients have already successfully integrated with good results.

The Pinterest integration extends the reach of Kochava integrations amidst the biggest networks including Facebook, Twitter, Amazon, Google and Instagram plus more than 2,400 other networks. With this integration, Kochava clients can:

• Obtain detailed data about clicks and installs from Pinterest campaigns
• Seamlessly analyze and export data with the robust, configurable analytics

Thanks to an ever-increasing breadth of integrations, advertisers utilizing Kochava never have to sacrifice or compromise when it comes to measuring campaign performance or attracting highly engaged users.

Kochava clients use Promoted App Pins to download iOS apps directly within the Pin. During and post campaigns, clients can use Kochava tools to measure and validate clicks and installs on their Promoted App Pins as they do with ads on other integrated networks. Although it’s still early in the integration to understand network performance, clients welcomed the partnership and have reported seeing promising results.

“Every invitation to join a partner program for measurement, no matter who the partner, represents a level of trust, stewardship and validation of the important role that independent measurement plays in the ecosystem today. Adding a partner like Pinterest, who is driving high demand and innovative user experiences is noteworthy and a reflection of the vibrancy in the marketplace. Kochava serves clients on a global scale who are assimilated across the ecosystem, and we’re pleased through this integration to provide yet another seamless path for our clients to access the most exciting platforms in the world today,” said Charles Manning, CEO of Kochava.

Facebook’s announcement of view-through attribution (VTA) is the culmination of testing done with Kochava and other major mobile analytic and attribution platforms. 

Over a series of weeks earlier in the year, Facebook tested VTA with Kochava, resulting in the successful release of the powerful impression measurement tool across the Facebook platform. Prior to their announcement, Facebook tracked their own impressions, clicks and installs but did not release impression data for mobile industry specialists like Kochava. Facebook’s more open adoption of VTA gives advertisers greater insight into ad campaigns run on the social media platform and also the ability to compare Facebook campaign data with those run on other ad networks.

Historically, VTA is a measurement tool that uses data about ads served by ad networks and includes impressions, clicks and installs. Kochava developed the tool two years ago in response to demand from bigger advertisers. VTA is considered the final piece to completely understand the user acquisition path because it allows advertisers to gain full insight into the impressions that are influencing user behavior.

Facebook’s sharing of the feature provides increased transparency into ad campaigns run on the social media app. Previously, VTA had been available through other networks, but the only trackable data Facebook provided were clicks and installs. Advertisers could see the number of impressions served on Facebook but could not align their numbers with their Kochava data, which only had clicks and installs from the network. Having the ability to compare impressions served on Facebook gives advertisers a fuller picture of their ad campaigns. Advertisers can more accurately compare their campaign activity on Facebook with other networks and recognize where they are gaining the most traction in the absence a click on an ad creative.

“In a campaign, there are always a certain number of installs that are unattributed, but nothing is truly organic. Now, with Facebook’s inclusion of VTA, we can show a more thorough perspective of a user’s conversion path. The more an advertiser can identify where and when impressions are served, the more precise a picture they get, providing a fuller understanding of what drove their user activity,” said Eric Mann, Director of Product Engineering at Kochava.

Kochava, an integrated Facebook Mobile Measurement Partner, was asked to be part of the VTA testing. Testing took place over the course of several weeks this past summer, running traffic on some of the largest ad campaigns in the world. Kochava developers and account managers provided feedback to Facebook about the fidelity of the impression data that was successfully received. The process occurs in milliseconds, and consists of a secure signal that Kochava sends and Facebook reciprocates with which installs are attributed to impressions.

VTA with Facebook confirms the maturation and evolution of the app ecosystem. As brands and advertisers become more reliant on tangible data to validate their strategies, the value of VTA and impression tracking are becoming core, essential components to understand and engage in the user journey. The selection of Kochava as a partner for testing VTA further shows them as a trusted source for data verification and testing for tech giants as they adapt to changes in the ecosystem.

“We’re proud that networks like Facebook can come to us and test their integration here,” Mann said. “It shows a level of trust and also how we stand in the industry—that we’re one of the ones big networks come to when advancing the ecosystem.”

The following post from Aarki highlights the benefits and future of programmatic advertising.

Aarki is a Kochava-certified network. Click here to learn how to create an install campaign or reengagement campaign within Kochava.

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As the mobile market grows and mobile advertising is used on a wider scale, there is a greater demand for more sophisticated technology. In today’s mobile advertising industry, programmatic is one of the hottest buzzwords. However, although most marketers hear about programmatic advertising, many of them are still confused about it.

 

The Benefits of Programmatic Advertising

So what is programmatic and why should advertisers use it? Programmatic automates the decision-making process of media buying for mobile ads by targeting specific audiences in a real-time bidding (RTB) setting.

The most revolutionary aspect of programmatic buying is that it allows advertisers to serve a specific ad to particular audiences in a certain context. Advertisers can precisely determine which audience gets to see which ad and when. It provides a huge advantage over the traditional segment-based buying, where advertisers can only offer one generic ad to a large and diverse segment of audience. By reaching only the audience you are targeting, you avoid spending the advertising budget on the wrong group of audience.

Another major advantage of programmatic is that it uses automated technology, which improves the efficiency of the media-buying process of campaigns. This means you can gather and analyze data more efficiently in order to develop insights to optimize campaign performance.

As programmatic advertising becomes more and more popular, so does the quality of inventory offered by publishers. While there were certainly some initial hesitations from advertisers in adopting the programmatic approach, programmatic has made its mark in the market, with many publishers now utilizing it as a main source of media

The Future of Programmatic Advertising

Nevertheless, programmatic advertising still has a long way to go and the future is bright. A study by eMarketer shows that this year, more than two-thirds of all digital display advertising will be purchased through the programmatic channel. U.S. programmatic ad spending alone is forecasted to reach $22.10 billion. That’s an almost 40% jump over last year, representing 67% of the total digital ad spend in the U.S. On the other hand, mobile can be credited as the key driver of growth in programmatic. This year, mobile programmatic spending alone is projected to reach $15.45 billion in the U.S.

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Aarki is a Kochava-certified network. Click here to learn how to create an install campaign or reengagement campaign within Kochava.