A year after issuing the first BRAG Index,
BRAG Index 3 shows how brands like Tubi, Audiomack, TikTok, Temu,
and Hopper succeeded in Q1 2023 despite a tumultuous year for
mobile apps
AUSTIN, Texas , June 21,
2023 /PRNewswire/ -- Digital Turbine and Apptopia
today announced that one year after revealing the inaugural edition
of the BRAG Index at Mobile Apps Unlocked (MAU), the newly released
BRAG Index 3 continues to uncover the relationship between brand
building and user growth for mobile apps. Like the previous two
reports, the third installment combines analytics of both UA growth
and full-funnel brand performance - resulting in the first and only
report that informs "Brand Relative App Growth" for Q1
2023.
BRAG Index 3 unpacks the strategies that
helped brands succeed in Q1 2023 despite a tumultuous year for
mobile apps.
Beyond just the results, the report also identifies common
winning strategies that leading apps use to break their brand
barrier. The initial BRAG Index gave us three strategies:
Product-Led Growth, Device Integration, and Offline Partnerships.
One year later, the first two of these strategies continue to drive
success for mobile apps, while the third, Offline Partnerships, has
evolved into Community Marketing.
The BRAG Index 3 also brings to light a 4th winning strategy
around Ad Execution. Following Apple's restriction of IDFA, UA
marketers have had to define new ways to reach and engage their
target markets effectively. That has involved significant
investment in changing how they advertise, raising their levels of
creativity, and exploring new ways to spread their messages.
"Digital Turbine and Apptopia have created an index that exposes
the winning strategies that allow apps to punch above their
weight," says mobile analyst and influencer Peggy Anne Salz (who also contributed to the
report foreword). "The index is also more pertinent than ever
because it provides marketers with an understanding of how brand
and growth are interlocked and a roadmap to learn, adapt and apply
these approaches for themselves."
One app that exploded early in 2023 was Temu, the top BRAG-er
for Shopping, which is an example of how effective Ad
Execution can elevate an app brand and grow users. While the
brand wasn't known to mass audiences until it revealed its Super
Bowl ad in February, it was quietly setting the groundwork with
months of UA acquisition before the spot. When people looked at the
app after seeing the ad, they saw an app that already had a lot of
great reviews.
One of the two strategies that continue to drive success over
the past year is Product-Led Growth. Tubi, the top BRAG-er
in Streaming Video, lets its product lead user growth and
brand-building in two ways: 1) Being "free" of charge, attracting
those not willing to pay subscription fees, and 2) Letting users
talk about their positive experiences. Tubi's positive app review
sentiment of 92% encourages new users to see the app, where they
will find no cost barrier to trying it.
The other prevailing strategy from a year ago is Device
Integration. TikTok, the top BRAG-er for social media, has
found ways to make its app easy to discover, like pre-installing it
on new devices. Since the app uses "frictionless" discovery for
people to find new videos, extending that ease of discovery to the
app itself has led to transcendent brand-building and UA
growth.
Finally, Community Marketing is the fourth common
strategy leading brands use to create winning apps in
2023. One year ago, the initial BRAG Index found that brands
used partnerships with sports teams and social media influencers to
drive growth, primarily offline. Over the last year, we've seen
this extend to a more nuanced strategy of targeting specific market
segments through digital channels. For example, Beat Maker Pro was one of our Top BRAG-ers for
Streaming Music thanks to creating viral marketing campaigns with
DJs, their primary target audience.
Get your copy of the BRAG Index 3 here:
https://digitalturbine.apptopia.com/brag-index-report
How to Learn More About the BRAG Index
Digital Turbine is launching a video podcast series called
"Mobile Explorers" with Peggy Anne
Salz in July. The series will focus on how CMOs and
performance marketers are approaching building their brands and
users in a competitive mobile landscape.
Peggy Anne Salz will also speak
at the App Promotion Summit in NYC tomorrow, June 22, 2023, along with several top-scoring
BRAG-ers from the BRAG Index 3: Audiomack, Hopper, Life360, and
Spotify.
About Digital Turbine
Digital Turbine (NASDAQ:
APPS) powers superior mobile consumer experiences and results for
the world's leading telcos, advertisers, and publishers. Our
end-to-end platform uniquely simplifies our partners' ability to
supercharge their awareness, acquisition, and monetization —
connecting them with more consumers, in more ways, across more
devices. Digital Turbine is headquartered in North America, with offices around the world.
For more about Digital Turbine: www.digitalturbine.com
About Apptopia
Apptopia is a leader in real-time
competitive intelligence. Brands and financial firms use our
platform to generate insights across mobile apps and connected
devices. Powered by machine learning technology, we collect and
analyze billions of complex data points to surface critical
business signals. Leading brands including Visa, Target, and
Microsoft rely on Apptopia to better understand consumer behavior
and intent across app-based devices to gain a competitive
advantage. Financial analysts access our data analytics to generate
revenue estimates, monitor consumer engagement across devices, and
gain insight into competitive positioning. Visit apptopia.com or
follow us on LinkedIn and Twitter to see our insights.
Apptopia Media Contact
Adam Blacker
617-963-0965
ablacker@apptopia.com
Digital Turbine Media Contact:
Daniel Gal
daniel.gal@digitalturbine.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/digital-turbine-and-apptopias-brag-index-3-the-strategies-driving-brand-and-user-growth-301856820.html
SOURCE Digital Turbine, Inc.