Unlocking the Potential of Super Apps in Ad Campaigns
2023-09-07
Super apps, a distinctive breed of applications serving as gateways to a multifaceted digital realm, have been garnering increased attention. They seamlessly integrate features from social networks, messaging platforms, and various services, resulting in a holistic user experience.
We've embarked on a journey to dissect the advantages of super apps in the realm of advertising campaigns, shedding light on the pivotal considerations when targeting their user base.
For this exploration, we tapped into the expertise of Vage Zakaryan, the head honcho of the development team steering one of the burgeoning super apps in the communication sector, Gem Space.
Q: Gem Space, the superapp you develop, only made its debut this year. Could you share insights on the development timeline and whether advertising features were part of the initial vision?
Gem Space emerged from the evolutionary path of the Gem4me messenger. Over time, we methodically introduced new sections and features, ultimately transforming it into a versatile super app.
We've already embarked on the testing phase of our advertising platform. Although its integration had been on our radar for a while, we're now actively rolling it out. Our rationale is twofold: we've amassed a substantial and engaged user base, and our blog platform is experiencing exponential growth. Initially, the advertising platform will be geared towards content monetization, channel amplification, and the strategic placement of advertising content.
Q: In your view, what sets apart an advertising campaign tailored for a super app audience from campaigns on other platform genres? What are the pros and cons?
Undoubtedly, there are nuances to consider. It's paramount to grasp that a super app's user base thrives within an ecosystem where all facets are intricately interconnected. This yields a primary advantage when it comes to promoting products and services on such a platform—the ability to achieve a high frequency of user engagements within predefined budget parameters. By seamlessly weaving an advertiser's content into various sections, users encounter consistent advertisements as they navigate the app. This significantly enhances recall and attention to the advertised offerings.
Furthermore, super apps boast a myriad of internal features, opening doors to unconventional campaign strategies. In the case of Gem Space, we've recently introduced a "Communities" section, enriching our platform. Users can curate thematic spaces, incorporating channels, chats, and fellow users. This segment presents ample opportunities for devising innovative promotional campaigns.
Q: What operational advantages can be reaped from executing an advertising campaign within a super app?
One notable advantage lies in precision targeting. In the realm of larger applications and services, precision in defining target audience parameters is the norm. Consequently, budgets are expended with enhanced efficiency. Moreover, innovative solutions can be harnessed to foster greater trust among potential customers. Collectively, these factors render super app platforms exceptionally enticing for advertisers.
Super apps also accommodate diverse advertiser profiles. Beyond conventional product and service vendors, the platform actively welcomes bloggers seeking to monetize their content. This diversity underscores the dynamic ecosystem of a super app.
Superapps are our future, that is completely evident at this point. The new stage of this sector’s development is unfurling right now, all signs point to it.
Marineco
2023-09-23
I would agree. Right now we are aiming to make it so that all necessary functions are contained in one application. It really is quite convenient and does save time significantly.
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