Mobile app presence is an ad format that targets users by what they have downloaded from the Google Play store. If a bank has a new offer, it can reach people who already installed a competitor bank’s app. Ads are served on the network only to users with those specific apps on their devices.
An installed app is a stated interest, which is why the format works. Arope Insurance used it to reach people running competing insurance apps, including Comin, SNA, Fidelity, Globemed, LibanoSwisse, Victoire and Medgulf, and completed 60.8% of video views. AM Bank used it to find users who already had banking apps installed. Byblos Bank reached 18 to 24 year olds through the apps that age group tends to use, from Anghami and Zomato to university apps.
The same discipline applies throughout: the right creative, across the right inventory, at the right time. Audience segmentation and ongoing optimization keep the campaign pointed at marketing KPIs at any stage of the purchase journey.