Hello Partner,
Welcome to AppLovin’s first monthly newsletter for Beta clients and partners, which will keep you updated with new product developments and data-driven recommendations so that you can maximize your success with our platform.
As noted by our CEO Adam Foroughi in his latest blog post, we now power approximately $10Bn in run-rate spend for gaming clients and $1Bn run-rate spend for ecommerce advertisers. We are still early in our product development for ecommerce with a lot of exciting improvements to come. We appreciate your participation in our Beta and hope to become one of your largest media channels over time - and welcome any feedback on your Beta experience.
Lastly, for any LA or New York-based Beta clients and partners who would be interested in joining an intimate client dinner in May, please respond to this email and let me know - we’d love to see you there.
Dynamic Product Ads (DPAs) increase performance by 25% on average
We are pleased to roll out a third screen of the AppLovin ad format that shows an assortment of products personalized to each user. While the video and end card CTAs will still direct to a single landing page, the DPA will automatically link to each product’s PDP. Here is a new video which shows the entire ad experience.
In early testing, we saw a lift across almost every campaign with the DPA screen enabled. Additionally, we conducted a head-to-head test across 14 advertisers, controlling for all creatives and comparing the DPA third screen with a control screen. This showed a strong win for DPA, with a median lift of 25% in D0 ROAS.
We recommend that all advertisers with more than 5 SKUs ensure the DPA portion of the ad is enabled. We have improved our integration methods - it can be as simple as allowing the AppLovin pixel to automatically pull in products, and we also support DPA feed companies such as our partner Feedonomics. If you have any questions, please let your account rep know!
Category Highlight - Nutritional Supplements
Nutritional supplements are a strong category of advertisers on our platform. Below we highlight average statistics for the top 15 advertisers in this category. ROAS goals for this cohort of advertisers are typically around 50% given the LTV associated with the subscription business model that most of these advertisers focus on.
The top 15 supplements brands on the platform have a fairly strong CTR of 4.63% on average and a robust creative process with AppLovin, with an average of 32 unique live videos in their campaigns along with 10 unique end cards. We encourage advertisers to aim for a CTR of 4% or greater, through a combination of frequently adding their strongest performing videos >30s and experimenting with end cards to optimize scale and ROAS.
Advertiser Highlight
Many thanks to Nick Shackelford from BRĒZ for his interview on the Chew on This podcast about his AppLovin experience. Find the interview on YouTube, Apple Podcasts, or Spotify.
Nick Shackelford at BRĒZ on Diversifying Channels
BRĒZ is known for their functional ingredients, unique flavors, and creative marketing. They’ve worked with us to create some of our favorite end cards on the platform - see below.
AppLovin Beta Update
We have updated our Beta requirements and are now working with DTC brands with greater than $10M annual run-rate GMV (gross merchandise value) based on U.S. sales! If you know anyone who may be interested, please share our application link. If qualified and approved, applicants receive a $10,000 ad credit.
Best,
Cathy Sun
VP of Ecommerce, AppLovin