Through real testing, and plenty of trial and error across multiple storefronts, Niko, our ASO Specialist—has uncovered what makes IAEs work—and what makes them flop.

In a world where CPI is rising, fraud is rampant, and competition is fierce, OEM advertising is no longer a phrase — it’s a serious channel for app marketers looking to scale efficiently.

We’ve helped companies across mobility, shopping, health, and fintech transform app installs into loyal, high-LTV users — not with gimmicks, but with strategies that actually work inside the app.

With the ability to create engaging, scalable content at a fraction of traditional production costs and time, AI UGC videos offer a compelling alternative to human-created content. 

In this guide, we’ll explore how OEM digital marketing works, why it’s becoming a go-to strategy for savvy app marketers, and how it can complement your existing marketing efforts. 

This guide explores high-quality, budget-friendly marketing tactics to help you promote your niche app organically—without breaking the bank.

For app marketers, this is a high-impact season. According to Adjust, 75% of consumers notice more ads during Ramadan, and 45% are more likely to engage with Ramadan-specific campaigns. 

While AI-driven recommendations and personalized search results are growing, search-driven discovery is still the predominant way users find new apps. And in 2025, strategic keyword research is more critical than ever to remain ahead of the competition.

Think building a great app is enough? Think again. In 2025, the best apps don’t just innovate—they market strategically. With rising acquisition costs and fierce competition, standing out requires more than intuition.

Simply driving downloads is no longer enough; businesses must attract high-quality users who find genuine value in the app, remain engaged over time, and actively contribute to its growth. 

Want to know what sets successful apps apart in today’s crowded marketplace? Let’s talk about competitive intelligence.

In this article, we’ll dive into everything you need to know about hard launches: what they are, why they matter, and how to execute them successfully.

A soft launch strategy at its core involves gradual product rollouts, enabling developers to fine-tune their offerings based on early user feedback. This ensures that the official launch is impactful and well-received.

We tested TikTok’s SMART+ campaign against a traditional ROAS-optimized campaign for a dating app with in-app purchases (non-subscription model).

In this article, we’ll share some key insights into emerging ASO strategies, common ASO services misconceptions, and approaches that have proven successful for apps of all sizes.

Read on to learn CRM strategies amplifying the impact of paid UA, ensuring that every acquired user delivers maximum Customer Lifetime Value (LTV).

We have partnered with the top App Store Intelligence platform Apptica to bring you some insights about the ever-growing Asian mobile market.

In this guide, we’ll explore how to build a web app tailored for Web2App campaigns, focusing on best practices, actionable steps, and user-friendly techniques to ensure high-quality results.

The user experience (UX) and user interface (UI) are critical in driving conversions, and combining UI UX design with ASO strategies can give your app the competitive edge it needs to succeed.

Scaling a mobile app globally is no small feat. With over 5.5 million apps available across Google Play and Apple’s App Store, competition is fierce. Yet, reaching international markets can be the key to unlocking your app’s growth potential.

In 2024 and 2025, OEM marketing will allow brands to bypass traditional channels like social media and search ads, often resulting in inflated prices during Black Friday and Cyber Monday.

Through integrated ad placements, OEM marketing allows brands to display their apps directly on smartphones and carriers. Unlike ads on social media platforms or search engines, OEM ads are shown to users within the device’s native environment.

No matter the size of your business, ASO ensures your app gets discovered by the right audience. Whether a small startup or an established enterprise, optimizing your app store presence can make the difference between success and stagnation. 

When launching a new application in the Stores or opening a new geographic location, the main goal for app developers is to increase visibility to drive more downloads (and, ultimately, revenue).

With millions of active users across various social media platforms, small shopping apps have an opportunity to increase brand awareness, foster brand loyalty, and ultimately drive sales.

But what exactly is OEM marketing, and why is it rapidly becoming the go-to move for app promotion? Let’s dive in and uncover the opportunities that await in this powerful yet often overlooked marketing strategy.

Welcome to our comprehensive guide on preparing a budget for app marketing. This article provides actionable steps, insights, and a practical template to streamline your budgeting process.

In the fast-paced app marketing industry, making data-driven decisions is crucial for success. Enter the Mobile Measurement Partner (MMP) — your secret weapon for tracking, analyzing, and optimizing your app’s performance across multiple channels.

User funnel analysis is a powerful method to track user interactions with your product, understand their journey through the buying cycle, and pinpoint where and why drop-offs occur, helping optimize conversions and user experience.

In this article, we will discover how you can use AI-powered tools to enhance your app marketing strategies in 2024.

In this article, we will see how to promote a fitness app in 2024 and the best practices for app store optimization and paid user acquisition that you should master to become a valuable player in the fitness and health app industry.

Through this guide, we will explore 10 cost-effective app marketing strategies for growing your app with limited resources. It is tailored specifically for app marketers, developers, and startup companies looking to scale.

Wondering how to leverage the Google Play Console to stand out? This guide will provide you with the knowledge to optimize your app’s visibility, engage your target audience more effectively, and streamline your development process.

This article will cover all the major news concerning iPhones to see what’s new on iOS 18 and how the new Apple Intelligence technology will affect iPhone users’ UX.

In this article, we will explore, through REPLUG’s on-field experience, what mobile marketing is, its role in reaching a wider audience, the benefits of working with a mobile marketing agency, and, ultimately, some practical case studies. 

Using ASO tools, developers and marketers can gain valuable insights into their apps’ performance, identify areas for improvement, and implement data-driven strategies to improve visibility and increase downloads.

In this article, we’ll search through the dating app world by discovering some steps and best practices for promoting your product without being crushed by competitors.

OEM apps and ads step into the spotlight, offering a promising avenue for user acquisition that many have yet to tap into. In this detailed exploration, we’ll see the potential of OEM marketing and showcase why REPLUG is your ideal partner to navigate this strategy.

TikTok’s rise has redefined advertising practices through TikTok ads. Brands have recognized the platform’s immense potential to reach and engage with consumers in innovative ways in this versatile social media environment.

On May 14, Google presented I/O 2024, the big tech giant’s most important annual conference. At the Shoreline Amphitheatre in Mountain View, various mobile innovations were presented, including several updates concerning Google Play.

Marketers capitalize on the growing popularity of cell phones and opt for in-app ads, mobile Facebook ads, and even playables. But in order to make the most out of your creatives, it’s imperative to stay up to date with the latest trends. 

App Store categories function as the primary organizational structure, grouping similar apps based on their functionality and purpose. By selecting the right category for an app, we can increase its visibility and reach the right target audience more correctly and effectively.

When discussing brand defense in the context of Apple Search Ads, we mean all the strategies to protect and strengthen a brand’s presence and reputation within the App Store’s search results.

Is your app’s ad space reaching its full potential? You built a fantastic app, but you just know it can be monetized even further. There’s a way to unlock that hidden potential.

Alternative App Stores, often overlooked, present unique advantages, from targeting niche audiences to enjoying less competition. Our article highlights their significance, benefits, and how developers and marketers can successfully start using these platforms.

Customer profiling explores customers’ needs and expectations. It is the backbone of your marketing strategy, so you need reliable insights. You must use online surveys and interviews for the most reliable results.

The U.S. House of Representatives passed a bill targeting TikTok’s Chinese parent company, ByteDance. The legislation mandates ByteDance to divest its popular social media platform, TikTok, or face a comprehensive ban across all U.S. devices.

The focus of content creation has shifted towards the audience. So, what is a UGC video? Such content comes into the app marketing play, marking a shift in how stories are told and shared in 2024.

It is well known that ad creatives play a pivotal role in the success of paid campaigns. But why do some ads captivate and convert while others fall flat? Find out.

We’ve gathered many industry leader’s thoughts and predictions on the upcoming Google Sandbox changes. You can find insights from AppsFlyer, Adjust, Adapty, Singular, and more.

Making a game that captures hearts and minds is just the beginning. The real game-changer is how you bring it to the people who will love it most. In this guide, we’ll explore the real talk of marketing mobile games.

The correct distribution strategy can transform your app from being just another option in the app stores to being a go-to solution for your target users. 

Apple has rolled out iOS 17.4, a major update designed to align with the European Union’s Digital Markets Act (DMA). This latest version marks a shift in Apple’s approach to app distribution and management.

In 2025, OEM Android will be an interesting player in app marketing strategies. This article explores how OEMs offer a distinct advantage in app promotion by integrating apps directly into their devices.

A tool that has proven to be a game-changer for those keen on refining their marketing tactics and pushing their app’s growth. Our guide focuses on using the Ads Library on Facebook to enhance your app marketing strategy by integrating its insights.

With over 3.3 billion Android OS users worldwide as of 2023, the potential for your app is enormous. But here’s the catch: making your app visible and attractive is key with so many options available to these billions of users.

Have you ever scrolled through product reviews before making a purchase? What about scanning through restaurant ratings before booking a table? Most likely, your answer is a resounding “Yes!”

To craft a compelling App Store description in 2024, you must consider several vital factors backed by up-to-date industry insights and statistics.

This year, we’ve reached an exciting new height: winning the prestigious Grand Prix at the 14th Effective Mobile Marketing Awards. Moreover, our campaign has been celebrated as the Most Effective App Install Campaign.

TikTok has become a goldmine for app marketers looking to tap into a massive, engaged user base. One of the handy tools that has emerged to aid marketers in their quest for user acquisition and brand visibility is the TikTok Creative Center.

In the past years, the topic of Customer Relationship Management has gained more attention for many companies operating in the mobile industry.

TikTok has evolved into a global social media sensation. Its journey from a regional app to a worldwide phenomenon is as remarkable as it is swift. Find more about TikTok facts and stats you should pay attention to in 2024.

Few app marketers have managed to understand the tremendous TikTok growth strategy potential, especially regarding user acquisition. 

To scale a mobile app, you must start making data-driven decisions. And if you’ve wondered what is an MMP and why you need it, we have an in-depth article for you.

Our ASO vs SEO guide explores the similarities and differences, reflecting on how these strategies can be optimized to maximize online presence.

TikTok continues to set the standard with its innovative features. One such notable addition is the TikTok App Profile Page. This feature has brought a significant shift in how apps are presented and promoted on the platform.

Think of the online scene as this big, rowdy bazaar with businesses elbowing each other for some spotlight. Everyone is seeking your attention! How do you make sure your voice isn’t drowned out in all this noise? How can you reach people who’d click what you’re offering?

App Store user reviews and ratings are crucial in shaping your app’s success and can significantly influence your App Store Optimization (ASO) strategy. This guide offers insights and strategies for leveraging these elements to your advantage.

The Subscription Success Symposium, held on November 21, 2023, presented a unique opportunity for industry professionals to dive deep into the synergy of Paid User Acquisition (UA) and User Engagement.

The SKAN 4.0 configuration is now available on certain MMPs, which is exciting news! However, it’s important to note that the configuration won’t be very useful until networks like META, TikTok, and more adopt it.

Nowadays, ASO AB testing (App Store Optimization A/B testing) is a cornerstone activity. Marketers increasingly recognize the importance of AB testing ASO strategies for optimizing app performance in various marketplaces, including iOS and Android.

Launching an app in today’s saturated market calls for more than just a great idea; it demands a robust promotion strategy. App promotion isn’t just about driving downloads — it’s about building a lasting connection with your audience. 

Through the continuous advertising features effort, in July 2021, the platform enabled TikTok Spark Ads property—which lets brands boost posts from their own page or directly from influencers’ pages.

Facebook Advantage+ App Campaigns, also known as Automated App Campaigns, is a campaign type available on Facebook (META) that enables app marketers to create and run ads for their mobile apps automatically.

Mobile apps are crucial for businesses aiming to connect with their clients and enhance their market presence. However, the challenge doesn’t end with just creating a mobile app; it extends to effectively marketing it. This is a common stumbling block for many app developers and internal teams.

Explore the various formats of Facebook app install ads, from standalone images to dynamic videos. We’ll delve into the ideal sizes, appropriate placements, and the art of pairing these visuals with compelling text.

To avoid blind guessing and make informed decisions, A/B testing is the prudent approach. Paywall A/B testing is a type of split experiment used to test changes on a paywall within the same version of an app.

As the mobile app industry rapidly changes, it becomes crucial for marketers to promote their apps properly. understanding the correct app store screenshot sizes and optimizing google play app screenshots are crucial for capturing user attention.

ASO strategies are a crucial aspect of mobile app marketing plans, but they can be surrounded by misconceptions that hinder their effectiveness. By understanding and avoiding such misconceptions, you can optimize your app’s visibility and increase its chances of success.

With millions of apps available in various app stores, developers and marketers face fierce competition in capturing the attention of potential users. Moreover, such an increase in competition on traditional channels also increases the price. This is where OEM marketing steps in as an effective user acquisition strategy.

Let’s be honest: paid mobile app user acquisition is a mess. And if you don’t agree with this, either you’re lying to yourself, or you’ve been frozen for the past three years and just woke up.

Performance data has proven to be a valuable resource for decision-making, but obtaining insights has become more complex.

The limitations of SKAdNetwork, such as the max 72-hour window and privacy threshold, pose challenges in capturing a comprehensive view of user conversions.

This comprehensive guide will walk you through the various Facebook ad sizes, their best practices, and key tips for a successful advertising campaign in 2023 and 2024.

With millions of apps available in various app stores, standing out and achieving success is more challenging than ever. In this comprehensive guide, we will explore the 15 essential steps you must take for a successful app launch in 2023 and set the stage for continued success in 2024 and beyond.

Fake mobile ads, particularly in the context of gaming, are misleading advertisements that portray a game in a way that’s significantly different from its actual gameplay. These ads often showcase captivating scenes on platforms like YouTube or social media, designed to grab your attention and encourage downloads.

Our continued efforts to provide our clients with the latest solutions and services have earned us a significant award! The Manifest has recently named us as one of the most-reviewed digital marketing agencies in Germany.

With its immense user base and powerful advertising tools, Facebook is a goldmine for marketers looking to promote their mobile apps. If you’ve developed a fantastic app but are struggling to get it into the hands of your target audience, Facebook app marketing could be the key to your success.

We will give you all the techniques and methods you need to grasp to thrive at app store optimization in our useful guide. Whether you are a beginner or have some experience with ASO, you will discover all the knowledge you need to rank your app higher in app stores.

TikTok is quite popular and offers a lot of advertising possibilities for new and older apps. Now, what is the TikTok CPM, and how much does advertising on the app cost?

The rise of mobile apps in our modern internet era has revolutionized every aspect of everyday tasks. With plenty of apps available in various app stores, app marketers face intense competition in capturing the attention and loyalty of potential and current users.

Have you ever played a mobile game and had an ad pop up? Of course you have! Uncover the power of mobile advertising. Learn more about the secrets to choosing the ideal mobile ad format for increased engagement and higher revenue. Read on.

It’s been nearly two years since Apple released one of its latest marketing features, Custom Product Pages, to facilitate our work as mobile marketers. Let’s see how they can help us improve conversion rates.

You must focus on organic and paid channels to promote your app and reach a larger audience as an app marketer. That is why we are going to cover the Google UAC topic today.

In the world of app development, acquiring users is a top priority. However, achieving this goal isn’t just about attracting any users; it’s about attracting the right users. This article will guide you through the intricate process of user acquisition strategy for apps.

iOS, Apple’s mobile operating system, plays a pivotal role in this ecosystem. With the release of iOS 17, a new chapter has begun for app marketers and developers alike. In this article, we will explore what iOS 17 brings and how it impacts the app development and marketing world.

Central to ASO are the elusive “ranking factors,” which determine how your app fares in search results and recommendations. In this comprehensive guide, we’ll dissect the ranking factors in ASO and uncover the key differences between the Apple App Store and Google Play.

Similar to SEO, App Store Optimization takes time and effort. As a matter of fact, when it comes to mobile apps, organic growth is hardly achieved overnight. So the answer to the question “how to measure ASO” is simple. It takes hard work and consistent optimization to get on the right path to success. 

In the app marketing landscape, staying ahead of the curve is essential. In 2023, user-generated content (UGC) videos (and content in general) have emerged as a powerful tool for promoting apps and engaging audiences.

In a significant development in the ongoing global conversation surrounding digital regulation, the European Union has taken a bold step by confirming that six major tech giants, predominantly hailing from the United States, will be subjected to the Digital Markets Act (DMA).

If you have developed a mobile app and it’s already live on Google Play and App Store, and you’re promoting it actively, you should now focus on tracking the most important mobile app performance KPIs.

In August 2023, Apple launched the Ad Repository for Apple Search Ads in alignment with the European Digital Services Act. This significant release brought intriguing metrics, including insights into active users within EU countries.

In this comprehensive guide, we delve deep into the tiniest details of video length, resolution, aspect ratio, file types, and file size requirements for all TikTok ad formats.

Delving into the latest insights from Adapty’s “State of In-App Subscriptions in the US 2023” report has triggered some intriguing reflections in mobile app marketing, particularly within the sphere of subscription-based apps.

TikTok has taken the world by storm, becoming one of the most popular social media platforms globally. With its engaging and interactive short-form videos, TikTok provides an opportunity for brands to reach a vast audience, particularly in the mobile app space.

In the vast expanse of today’s business world, where consumer choices abound and market dynamics shift at lightning speed, building a customer-oriented culture has emerged as the key to unlocking unprecedented success.

Seasonal marketing has become a “must” strategy for app marketers to drive downloads and engage users effectively. As we gear up for the summer of 2023, we must stay ahead of the curve and leverage emerging trends to maximize advertising efforts.

The most recent Google Play and Console improvements aim to change how app developers and marketers tackle their tasks. Such upgrades will make producing and exhibiting high-quality products on the platform much easier than before, with an emphasis on seamlessness and performance.

CRM has become a critical aspect of business operations across industries, as it helps companies manage their interactions with customers, leads, and prospects. Artificial intelligence (AI) has revolutionized CRM in recent years, making it more efficient, personalized, and effective.

The ATT prompt, which was introduced as a component of iOS 14, is a pop-up that asks users to grant or deny exposure to their device identifier—the IDFA—as part of an opt-in process. Apps decide whether, when, and to whom to display it.

CRM (Customer Relationship Management) is a crucial aspect of any business aiming to build and maintain strong customer relationships. The success of a CRM strategy depends on how effective and […]

Over the past few years, the CRM Marketing field has significantly transformed. Gone are the days when CRM was just about sending generic newsletters and promotional emails to a mass […]

In this comprehensive marketers guide, we will focus on ensuring proper Adjust attribution setup. As we have previously prepared a guideline for AppsFlyer and covered the “What Is an MMP and Why Do Apps Need It?” topic—we will continue our MMP guideline series with Adjust.

One of the biggest issues in paid UA is that it can be difficult to accurately measure the true impact of a particular campaign or channel over time. In performance marketing, we typically evaluate campaigns and channels based on their immediate results.

How can an app marketer meet the challenge of defining and implementing an effective user retention strategy? We’re going to break it down in this post.

Web2App (web to app) campaign is an alternative way to acquire users on top of classic UA channels. We will dig deep into this topic and see all the benefits, challenges, and findings.

At REPLUG, our priority is to bring immediate and tangible results to our partners. Although there are different growth models in the AdTech industry, we feel that most of them are too complicated to be implemented effectively in companies of all sizes.

We’ve been saying that in many circumstances and articles: app marketing is not a piece of cake – it’s never been and will never be. Especially in light of recent disruptions the mobile industry faces, app marketing has evolved into a field of action that requires maximum attention and care to every detail.

Apple Search Ads will be your best asset for increasing app visibility, downloads, and success. In our useful article, we’ve included all of the information on Apple Search Ads’ new placements and what insights we gained through our tests.

In the last two years, privacy flipped measurement and optimization completely. What are the mobile marketing trends rising in 2023? And why should you be aware of them?

At REPLUG, we see App Store Optimization as one of the most important activities an organization needs to focus on when the mobile app represents one of the main drivers for business growth. Without ASO, we would shoot in the dark, hoping to get good results.

If you want to keep user onboarding as efficient as possible, in this article, you will find everything ranging from tips, tricks, and examples to get you started.

With the holidays around the corner, and the end of 2022 approaching, app marketers must prepare for one of the most intense promotional app strategy periods of the year.

The use of different types of metadata in App Store Optimization (ASO) is a key point for the success of your app. Since your organic visibility depends largely on it, it will not only contribute to the overall visibility of your app, but it will also be the determining factor for people to decide whether to download your app or not.

In this review, we will look at a couple of ads by TIER—one of the biggest mobility apps that advertise on Facebook to drive app installs and rides. 

Are you wondering what awaits us in 2023 for CRM for Mobile? We have covered the five trends so that you can level up your game.

Although privacy thresholds on conversion principles are critical to making Apple’s SKAd mobile attribution framework truly privacy-safe, they also represent one of the most significant challenges to marketers understanding what works. In other words, conduct meaningful attribution that informs future decisions.

In this detailed guideline for marketers, we will focus on ensuring the correct setup of Mobile Measurement Partner (AppsFlyer) attribution and its connection with the most common Paid UA channels.

With so much competition, it is crucial to learn how to write a Facebook Ad in the best possible way. When doing so, there are several factors that we need to take into account. First of all, we need to think about targeting. After that, we need to pay attention to the creatives we intend to use, as these will directly impact the performance of our campaign.

Mobile CRM is a relatively new concept, but it is becoming increasingly important as a tool for marketers, product managers, and developers. That is why we are going to cover the eight CRM best practices to get you started.

Going international with your app isn’t as easy as pressing a button and waiting for users to download it. There are several factors that play a crucial role in defining the success rate of an internationalization strategy and ignoring them can lead to failure. 

Paid user acquisition on the Facebook ads library is not a piece of cake. Many advertisers think that all they need is some budget and a few images, and the game is on. Nothing is more wrong than that thought.

The Worldwide Developer Conference is one of those events tech enthusiasts and app developers hardly miss. With tons of news, product releases, and updates, Apple never fails to deliver on the expectations built before the event. Moreover, WWDC21 was as exciting as expected, with some interesting App Store Updates.  

Optimizing the textual app metadata becomes more and more critical each year. If you’ve wondered why you need to level up your textual metadata process, we are here to help!

The “old-school” deterministic approach to campaign optimization has been slowly falling apart, leaving some marketers clueless about tracking and correctly attributing their marketing dollars. However, most discussions have focused on the impact this change had on mobile app campaigns. But what about acquisition activities on the mobile web?

With the rise of the mobile market, new related marketing disciplines have been born. One of these is certainly App Store Optimization (ASO), quite a niche branch within the app marketing field. The goal of any App Store Optimization specialist is to enhance the presence of mobile apps on the Store (s) they are published on.

Have you finally finished your mobile app and are eager to share it with the world? Huge congrats. However, unless you advertise your app to your intended audience, it will become lost in the ocean of other apps.

Through my 10 years of experience in the digital industry, with eight of these dedicated to mobile marketing, I have seen many advertisers easily get confused by complicated terminology. Or they are closing an eye (sometimes both) by promising to easily reach their marketing objectives at a limited cost (and effort). 

Facebook invented it back in the days, called MPA (multiple product ads), and slowly it was adopted across other mediums as well, such as Instagram, Twitter, and TikTok (at the moment, supported only for the following placements: News Feed App Series in 3rd apps, TopBuzz and BuzzVideo, for Japan). 

Google will implement policy changes for character count and promotional language, as well as new recommended guidelines for Store listing preview assets. These new guidelines aim to ensure developers further accurately and honestly represent their apps and improve user experience.

The iOS 14 update has been at the top of the mind of many marketers this Summer. At WWDC this year, Apple announced that app developers would need to get explicit user consent on how they collect data and what they use it for.