Web3 growth suite Addressable has partnered with industry-leading mobile analytics platform, AppsFlyer, to enable their mutual customers to enhance their marketing campaign effectiveness for Web3 mobile apps. The partnership enables Web3 mobile developers to automatically optimize their ad campaigns to maximize on-chain conversions – an industry-first milestone.
Addressable optimizes campaign performance by connecting on-chain conversion data (e.g., deposit events into wallets, exchanges, and games) with ad campaigns to automatically optimize audiences for these conversions, visible only on the blockchain. This product integration is highly beneficial for mobile developers in the web3 space, transforming Addressable’s wallet data and insights into a reference point for marketers to effectively target their audience and allocate their media spending.
Present marketing tools are limited to tracking and optimizing mobile installations and conversions, overlooking on-chain data. Accordingly, Web3 mobile developers are “forced” to optimize for app installs, when they now possess the option to optimize for bottom of the funnel conversions, available only on the blockchain.
In an industry first, Addressable now enables campaign optimization based on On-Chain Lifetime Value (LTV) – meaning, the actual spend and history of a web3 user based on on-chain data. As an example, this means that marketers can optimize their marketing campaign effectiveness to maximize on-chain conversions as opposed to “cost per install”. In turn, this allows marketers to directly appeal and serve ads to high net-worth individuals (‘whales’) who are the lifeblood of successful web3 applications using reliable on-chain wallet owner data as the basis for audience optimization.
Clients can enable Addressable’s Web3 mobile campaign optimization in just a few clicks. After visiting the AppsFlyer marketplace and integrating Addressable, conversion data will be seamlessly transmitted to Addressable, initiating the optimization process.
AppsFlyer spokesperson said: “We’ve witnessed a surge in mobile adoption across the Web3 industry that encompasses new data needs and capabilities . With Addressable now integrated into the AppsFlyer marketplace, web3 marketers can now benefit from quality mobile analytics provided by AppsFlyer, in addition to on-chain conversion data provided by Addressable, which is automatically used to optimize their ad campaigns.”
AppsFlyer is a leading mobile marketing specialist, relied on by TikTok, Disney, Binance, and Crypto.com to optimize mobile app marketing campaigns with granular attribution that includes user type and origination. As an industry pioneer, its connection to Addressable signifies a push towards the next frontier in marketing, this time in Web3. Thanks to its partnership with AppsFlyer, Addressable can now service more than 77% of web3 mobile applications.
Mobile app marketing and on-chain data have historically been siloed, making it hard for developers to identify the actions that occur after a user installs a crypto app and connects their web3 wallet. By introducing on-chain data to campaign tracking, Addressable enables apps to identify which users are actually interacting on-chain and making in-app purchases using crypto.
AppsFlyer and Addressable clients can now target high-quality Web3 users, maximizing revenue and fostering highly engaged communities within mobile apps. With the growth of mobile crypto applications, their user attribution solution promises greater accuracy and profitability, facilitating the discovery of valuable web3 apps for mobile users.
About Addressable
Addressable Web3 Growth Suite seamlessly integrates blockchain and social data to deeply understand Web3 users and execute targeted campaigns across various platforms like Twitter Ads and a vast network of over 400,000 websites and mobile apps. It optimizes campaign performance by connecting on-chain conversion data, dynamically optimizing audiences for conversions. Addressable provides a comprehensive Web2 to Web3 attribution system, precisely measuring campaign performance across channels through tracking website visits, wallet connect logins, and on-chain events.
About AppsFlyer
AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room and privacy preserving technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and 10,000+ technology partners to create better, more meaningful customer relationships.