In a first, Glance and Adjust unite to unveil ‘The Cricket Playbook for Growth Marketers’, outlining mobile advertising best practices for Indian marketers
India/Singapore, 20th March, 2024: As India gears up for another exciting cricket season, marketers and advertisers across India are set to gain invaluable insights from the report titled The Cricket Playbook for Growth Marketers, jointly presented by one of the world’s leading Smart Lock Screen platforms, Glance, and mobile marketing analytics platform Adjust. It is a guide for growth marketers who want to leverage this opportunity for mobile advertising, providing a unique avenue to deliver delightful consumer experiences.
The report covers trends and insights on user behavior and content consumption during the cricket season and best practices for engaging with cricket enthusiasts especially on smart surfaces. It encourages growth marketers to embrace artificial intelligence and machine learning to generate personalized content at scale, tailor user experiences, drive efficiencies and measure success. Employing device-based attribution models will improve accuracy, minimize ad fraud and maximize returns on campaign spends.
Vasuta Agarwal, Chief Business Officer, InMobi Group, said, “Owing to soaring costs during this sporting tournament, mobile becomes a preferred, innovative and lucrative medium for advertisers compared to traditional platforms. In fact, 73% of IPL viewers tuned into the tournament digitally last year, and 30% prefer watching it solely on mobile. The advent of smart surfaces like the Glance smart lock screen that facilitate effortless app downloads with a single tap is a game changer. We are glad to share these insights with the marketing community in collaboration with an industry partner like Adjust.”
Cricket fans are diverse, tech-savvy and highly engaged on their mobile devices and use it as the second screen for live match updates, browsing, ordering and socializing. They consume content in various languages and formats and prefer it to be instant and seamless.
Glance revealed interesting smart lock screen insights based on the 128 million users that tuned in for periodic updates of India’s favorite cricket tournament in 2023. The platform received 2.6x higher engagement on video with a distinct surge in activity in the second half of the day, and 35% of cricket content engagement came from vernacular languages. 70% of cricket viewers were Gen Z and millennials, 65% were male, 30% were aged 45+ and 55% were from tier-I cities. While the highest cumulative engagement came from the South Indian region, Delhi, Maharashtra and Uttar Pradesh were the most engaged states.
According to Adjust data, the country’s most popular sporting season drives higher app installs, session lengths and retention rates for various app categories, especially streaming, news, gaming, e-commerce and food delivery. Compared to the overall 2023 daily install average during the IPL season, mobile apps overall and streaming apps witnessed 13% and 45% greater installs respectively. Streaming apps saw the longest session lengths, with the average session length having increased from 20.24 minutes to 32.48 minutes. The largest retention was in games, up three percentage points from 21% to 24%.
“Adjust empowers marketers to navigate the dynamic landscape of mobile advertising with confidence and precision. Our robust measurement solutions enable marketers to seamlessly evaluate user quality across diverse acquisition channels, including innovative platforms like Glance. With Adjust’s comprehensive user lifecycle tracking and innovative products like incrementality, marketers can unlock the full potential of their campaigns, harnessing the power of tentpole sporting events to drive growth and maximize ROI. Together with Glance, we’re shaping the future of app marketing, delivering actionable insights and best practices to fuel success in the competitive mobile landscape,” added Ajit Pawar, Director of Partnerships – APAC, Adjust
As per the report, marketers should consider the context and content of their campaigns to connect with cricket fans, strategizing for before, during and after matches. They should also explore new formats and channels such as polls, quizzes, interactive units and smart lock screens to create immersive, interactive and engaging experiences.
1. Enable seamless app installs on the first mobile touchpoint.
2. Tap into match moments to create intuitive experiences and re-engage consumers.
3. Enable discovery with a single tap to let fans get your app and their content before they unlock their phones.
4. Stay present and relevant throughout the cricket season.
5. Focus on data-driven decision-making by measuring success and observing usage trends,
6. Understand the assisting influence of various channels to drive conversion.
To read more about The Cricket Playbook for Growth Marketers, visit https://inmo.bi/3wVmlYS
About Glance
Founded in 2019, Glance is a consumer technology company that operates disruptive digital platforms including Glance, Roposo, and Nostra. Glance’s ’smart lock screen’ inspires consumers to make the most of every moment by surfacing relevant experiences without the need for searching and downloading apps. Glance Lock Screen is currently available on over 450 million smartphones worldwide. Roposo is a trends-first platform bringing LIVE experiences across the la test pop culture and social moments. Nostra is the largest gaming platform in India and Southeast Asia, offering gamers engaging ways to discover, play, watch, learn and compete.
Headquartered in Singapore, Glance is an unconsolidated subsidiary of InMobi Group and is funded by Jio Platforms, Google, and Mithril Capital. For more information visit glance.com, nostra.gg and roposo.com
About Adjust
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust’s powerful measurement and analytics solutions provide visibility, insights and essential tools that drive better results.
