Non-organic installs, or NOIs, occur when a user proactively downloads and installs an application after encountering a marketing campaign. This phenomenon transpires as a result of user acquisition strategies that leverage paid and owned media.
The term “paid media” denotes a marketing approach that necessitates monetary expenditure, whereas “owned media” refers to promotional efforts over channels a business possesses and does not require payment. Both of these campaign types strive to guide potential users toward downloading an application by presenting them with ads and inciting them to click on them.
The primary dissimilarity between NOIs and organic installs is that, in the case of the latter, the user does not undergo any advertising influence. Instead, they actively seek out a particular application and independently initiate the installation process.
Non-organic installs are a crucial element of mobile app marketing and paid user acquisition, as they provide businesses with guaranteed scale and quality for their app. While organic installs are desirable for their high-quality users, who download the app without any influence from mobile marketing campaigns, non-organic installs are equally important to acquire a larger user base.
Organic installs lack attribution to a specific media source, making it challenging to determine what led a user to download the app. On the other hand, non-organic installs are linked to the media source that promoted the app installation, enabling businesses to measure their effectiveness accurately.
Non-organic installs generated by DSPs and marketing partners through advertising activities have become critical to every paid user acquisition strategy. They offer high scalability for apps and high-quality users that generate in-app revenues, making them an attractive proposition for advertisers. As a result, businesses are increasing their budget allocation towards a well-structured and effective paid user acquisition strategy that includes non-organic installs.
The rising trend in non-organic installs has led to the development of new strategies and activities by advertisers aimed at increasing non-organic traffic and installs and enhancing the overall quality of such traffic. This trend reflects the growing importance of non-organic installs and their potential to drive growth and revenue for businesses in the highly competitive world of mobile app marketing.
Non-organic installs refer to app downloads that directly result from marketing activities driven by paid user acquisition campaigns. In contrast to organic installs, which occur when users are not directly influenced by ads, non-organic installs are linked to the media source responsible for prompting the installation, providing valuable attribution for DSPs and other media sources. Additionally, non-organic installs deliver high-quality traffic for advertisers and their apps, making them a crucial component of any successful mobile app marketing strategy.
