Mobile Push

Push notifications are short messages sent to users' mobile devices that can be displayed even when the app sending them is not active. They can contain only text or also graphics and links to websites.

How do push notifications work?

• User registration: The app registers its connection with the notification server (e.g., Apple Push Notification Service for iOS, Firebase Cloud Messaging for Android). In return, it receives a unique token that identifies the user's device.

Advantages

• High effectiveness in reaching users who have installed the app and agreed to receive notifications.

• Ability to personalize and target, e.g., based on location or user behavior.

• High open rates, especially when messages are well-tailored to the recipient.

Disadvantages

• Requires user consent to receive notifications.

• Can be perceived as invasive if sent too frequently.

Basic purchase models

• CPC (Cost per Click)

• CPM (Cost per 1000 impressions)

• CPE (Cost per Engagement)