By Our Staff
AppsFlyer, a SaaS mobile marketing analytics and attribution platform, has launched the IPL 2022 Report, unveiling the best marketing practices and trends for this year.
Identifying and analysing sustained trends in two legs of IPL across different app verticals last year, the report points to the bright spots for marketers, game day insights, and campaign recommendations. A good reference for marketers, the IPL report leverages the power of refreshed and expanded format of India’s mega sporting league to uplift their key brand metrics.
Said Aditya Maheshwari, Director of Customer Success, INSEA/ANZ, AppsFlyer: “Despite a four-month delay and relocation to Dubai last year, IPL’s brand value has risen by 7% YoY, highlighting the marketing potential that the widely followed and anticipated league will offer in its 15th season. Newer teams from regional markets will allow marketers to acquire and engage with diverse online users while existing users will be critical to retain in the light of increasing competition. Therefore, creatives and experimentation will be the key drivers for marketers to stand out from their peers.”
The share of paying users peak in the mid-season when a bulk of IPL matches are played. Revenue campaigns work well in the mid-to-late season for most of the categories, except for Entertainment which tends to rake in more revenue and log more sessions at the start of each season. Further, campaigns that run for five to eight weeks achieved a 15% higher average impact than campaigns that run for less than two weeks.