Offline App Marketing and TV user acquisition


What is Offline App Marketing and TV user acquisition
Offline mobile app marketing is the practice of using non-digital advertising and marketing to drive traffic to an app’s page in the App Store or Google Play store. Yes, online marketing can be invaluable to some apps. But there are certainly occasions and situations where offline marketing can contribute positively and make a huge impact on user behavior, especially for certain types of apps. Using billboards and TV ads to increase brand awareness and encourage word-of-mouth recommendations can prove very useful in getting a brand out in front of users.
Why Offline App Marketing is Important
Any marketing that a marketer or app developer can do in order to raise the profile of the brand, get people talking about it and spark interest in the product has an impact or effect. Offline marketing can really broaden the audience that an app is trying to reach, which will likely result in a user searching for a brand using the search functionality in the store. It provides a great opportunity to increase the size of the audience an app wouldn’t normally reach, like apps that only use targeted ad campaigns on Facebook as their only marketing preference.
Offline App Marketing and ASO
Offline mobile marketing is connected to ASO as eventually, all traffic will come to a product page in the App Store or Google Play store. And it’s the role of the ASO team to understand which creatives and messaging will most likely appeal to specific audiences in order to increase conversions. The creatives for first-time installers are different to lapsed players that haven’t opened the app in some time or have even uninstalled it, which is again different to traffic from influencer marketing campaigns etc. ASO therefore plays an integral role in converting traffic from offline app marketing efforts.
The user flow of a user that’s come from an offline marketing avenue (such as they saw an advert on TV and decided to check out the app) is different to the flow of users who are brought to an app listing from another app or game, for example. When a user sees a billboard, it promises or conveys a character from a game or element of an app. The user will search in the app store search tab, find the brand and will expect to see the messaging that enticed them there in the first place.
Messaging and creatives also need to be attractive for broad audiences in order to drive installs. Using very specific messages on an app’s product page that only a smaller range of visitors would understand or connect to, would most likely result in fewer conversions.
ASO helps app developer / marketers better design their marketing funnel by understanding and analyzing user behavior. A/B testing platforms like Storemaven work to bring invaluable insights that will help form better converting app product pages for traffic, including any coming from offline marketing avenues.
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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
- Decisive Users
- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
- Soft Launch
- SKAdNetwork
- Sessions Per Active Device
- Sales Per Paying User
- Google Play Search
- Apple Search Ads
- App Store Subtitle
- App Store Seasonality
- App Store Search
- App Store Screenshots
- App Store Screenshot View Rate
- App Store Sales
- App Store Analytics: Standard Downloads
- App Store Analytics: Source Type
- App Store Analytics: App Store Sessions
- App Size
- Rewarded Video Ads
- Return on Ad spend (ROAS)
- Replicated App Store Page
- Real-Time Bidding (RTB)
- Re-engagement
- Google Play Third-party Referral
- Google Play Ranking
- App Store Web Referral
- App Store Reviews
- App Store Review Engagement Rate
- App Store Redownloads
- App Store Ratings
- App Store Ranking
- App Store App Referral
- App Store Analytics: Region
- App Retention Rate
- Product Page Conversion Rate
- Proceeds Per Paying Users
- Preloaded Apps
- Pre/Post App Store Tests
- Post-Install Event
- Playable Mobile Ads
- Performance Marketing
- Pay Per Install
- Google Play Product Page
- Google Play Personalization
- Apple’s Product Page Optimization (PPO)
- App Store Product Page Views (Unique Devices)
- App Store Product Page Views
- App Store Product Page
- App Store Proceeds
- App Store Preview Videos
- App Store Pre-Orders
- App Store Pre-Launch
- App Store Personalization
- App Store Paying Users
- App Store Page Scroll Rate
- App Store Analytics: Purchasable Item
- App Store Analytics: Product Page
- App Store Analytics: Pre Orders
- App Store Analytics: Platform Version
- App Store Analytics: Page Type
- Monthly Active Users (MAU)
- Mobile Growth
- Mobile Game Monetization
- Mobile Game Marketing
- Mobile Game Business Model
- Mobile Delivery Platform
- Mobile Bid Adjustment
- Mobile Attribution Window
- Mobile Attribution Manipulation
- Mobile App Retention
- Mobile App Onboarding
- Mobile App Monetization
- Mobile App Advertising
- Mobile Ad Viewability
- Mobile Ad Fraud
- Mobile App Growth
- Average Revenue Per Paying User (ARPPU)
- Average Revenue Per Daily Engaged User (ARPDEU)
- Average Revenue Per Daily Active User (ARPDAU)
- Attribution
- ARPU – Average Revenue Per User
- Apple Arcade
- Apple App Store Connect
- App Store Optimization (ASO)
- App Store Audience Testing
- App Store Analytics: App Version
- App Store Analytics: App Store Active Devices
- App Store Analytics: App Referrer
- App Store Analytics: Active In Last 30 Days
- App Store Acquisition Channels
- App Store A/B testing
- Ad Unit
- Ad Server
- Ad Revenue
- Ad Network
- Ad Mediation
- Ad Impression
- Ad Exchange
- A/B Testing Statistics
- Keyword Localization
- K-Factor
- Google Play Keywords
- App Store Keywords Research
- App Store Keywords
- App Store and Google Play Keywords Optimization
- Interstitial Ads
- Interactive Ads
- Installs Per Mille (IPM)
- In-App Events
- In-App Bidding
- In-App Advertising
- Identifier for Advertisers (IDFA)
- App Store In-App Purchases
- App Store Impressions (Unique Devices)
- App Store Impressions
- App Store Icon
- App Store Analytics: Installations
- App Install Rates
- App Influencer Marketing
- Growth Loop
- Google Play Points
- Google Play Pass
- Google Play Experiments
- Google Play Developer Console
- Google Advertising ID (GAID)
- Gametech (Game Technology)
- Game Bundles
- Google Play Short Description
- Google Play Long Description
- Deep Linking
- Daily Active Users (DAU)
- App Store Description Read Rate
- App Store App Description
- App Store Analytics: Device
- App Store Analytics: App Store Deletions
- App Store Analytics: App Download Date
- Google Play Creatives
- CTR (Click Through Rate)
- Cross Promotion
- Cost Per View (CPV)
- Cost Per Mille (CPM)
- Cost per Install
- Cost Per Engagement (CPE)
- Cost Per Completed View (CPCV)
- Cost Per Click (CPC)
- Cost Per Action (CPA)
- Churn Rate
- Casual Games
- Apple’s Custom Product Pages
- App Store Culturalization
- App Store Creatives
- App Store Conversion Rate
- App Store Categories
- App Store Analytics: Campaign
- App Store Analytics: App Store Crashes
- App Conversion Rate
- App Clip Sessions
- App Clip Installations
- App Clip Crashes
- App Clip Card Views (Unique)
- App Clip Card Views
- App Clip Active Devices
Related Terms
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Google Play Third-party Referral
Google Play third-party referrals refer to traffic sourced by users that open a link, that takes them straight to the product page in Google Play.
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App Store Product Page
The App Store product page is the landing page for a mobile app or game distributed and published on Apple’s App Store.
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Paid App User Acquisition
Paid app user acquisition is the process of paying to advertise an app or game on UA channels in efforts to drive relevant traffic to an app store and convert new users.
Related Resources

iOS: Take 14. Attribution, Appeals & ASO

Google Play is a Step Closer Towards Disrupting the Mobile Marketing Industry
