Video
Show a short, understandable product workflow and what a person can achieve with it.
See how video worksApps & software / ADVERTISER GUIDE
Advertising for apps and software
Connect a software promise to a useful product experience. Plan campaigns around compatible devices, activation and qualified users rather than installs alone.
Reach people who can use the product and experience its value.
Product discovery
First useful action
Qualified user
HOW IT WORKS / 01
Product discovery
Connect one product promise to a compatible website or app-store destination.
Choose the destination for the actual product journey
An app-store listing, a browser-based tool and an enterprise demo request are different destinations. Define the next action before selecting a traffic format. State the product's purpose clearly, identify supported devices and make sure the advertisement leads to the correct store, website or request flow for the audience.
Review the journey after the first click: account creation, download, permissions or onboarding can all determine whether the visitor reaches a useful experience. Keep availability, language and device requirements aligned with the campaign. Do not treat every visit as an opportunity to install when part of the audience cannot run the product.
Test one product promise with a measurable activation
Pick a concrete use case, such as completing an initial task or reaching a meaningful onboarding milestone. Prepare a creative that explains that use case and a destination that demonstrates it. Change the message or audience deliberately, keeping enough of the setup stable to understand which change affected the result.
A demonstration video can explain the workflow; a display or native creative can introduce a simpler benefit. Confirm the selected channel's inventory and technical requirements before production. Any install or action-based commercial arrangement needs its own event definition and acceptance rules rather than being inferred from the format.
Follow the path from acquisition to product value
An install or registration is an entry event, not proof of an active customer. Decide which downstream action is useful to the business and which events your product team can verify. Compare compatible periods and retain the identifiers needed to relate campaign activity to supported conversion reporting.
Where you have appropriate data, review activation, continued use and accepted paid outcomes alongside initial acquisition cost. Account for duplicate registrations, test events and reporting delays. Avoid scaling a campaign solely because its early event is cheap if those users do not reach the intended product experience.
MATCH THE MESSAGE TO THE EXPERIENCE
Formats to consider.
These are starting points for the brief. Confirm the available inventory and creative requirements for your campaign.
Display
Introduce one software benefit with clear branding and the right device destination.
See how display worksNative
Lead with a useful problem-and-solution story that the product page can substantiate.
See how native works