NEW YORK--(BUSINESS WIRE)--Light Reaction announced today the launch of App Performance, a pay-for-performance app install and engagement product that allows advertisers to drive quality, high-lifetime value downloads of their mobile apps. Powered by mobile app and cross-screen advertising leader ActionX, the new solution delivers continued consumer engagement beyond the initial app install. Brands can use App Performance to drive a broad range of outcomes such as app registration, in-app purchases, subscription sign-ups and other types of app usage.
“While engagement is essential for app makers, it is also quite difficult to achieve as users are constantly bombarded and distracted by other options. Without quality user engagement, app installs are ultimately meaningless," said Evan Schwartz, CEO of ActionX. “App Performance provides marketers with an innovative way to build an engaged mobile audience and to drive mobile commerce, ensuring their mobile efforts are at the heart of an effective integrated marketing program.”
App Performance was developed to address the fact that the majority of apps that are installed are rarely used beyond a handful of sessions with a full 25 percent of downloaded apps used only once.1 With App Performance, app developers and marketers can build loyal app audiences by optimizing campaigns to the engagement metrics that are most important to their business. For example, an e-commerce app could optimize to drive new customer sales; a news app could optimize to drive subscription purchases; and a gaming app could optimize to drive in-app purchases. At launch, App Performance will be available in North America and the UK.
App Performance incorporates a two-step process for delivering consumer engagement. First, driving app installs with relevant audience segments. Then secondly, re-engaging these users via in-app ads to generate client-specified outcomes such as sales, subscriptions, registrations or usage. App Performance also offers a pre-load functionality that allows marketers and app developers the opportunity to load their apps on to new Android phones when they are initially activated.
“Consumers are incredibly selective when it comes to the apps they are willing to use on a regular basis,” said Paul Dolan, general manager of Light Reaction. “With App Performance, we’re providing brands and app developers with a smarter, more effective method for establishing an ongoing relationship with users that’s premised on positive and concrete action beyond the initial install.”
About Light Reaction
Light Reaction is a programmatic performance advertising business that sells clearly defined customer outcomes. Part of Xaxis, the world’s largest programmatic media and technology platform, Light Reaction’s mobile-first approach to performance combines scientific insight with the data resources and scale of Xaxis to deliver highly measurable results for global advertisers. Light Reaction is available in 26 markets across North America, Europe, Asia and the Middle East. For more information, visit Light Reaction at www.lightreaction.com.
ActionX is a mobile app and cross-screen advertising platform that helps major retailers, media companies, travel services and other transactional marketers drive revenue from their mobile and cross-screen campaigns. Part of Xaxis, the world’s largest programmatic media and technology platform, ActionX combines pioneering mobile technology with the data resources and scale of Xaxis to deliver high-return outcomes for global brands. Founded by a team of e-commerce veterans, ActionX was selected as one of Forbes' 2014 Most Promising Companies. For more information visit www.actionx.com.
1 Source: Localytics.