{"id":63372,"date":"2026-09-14T12:08:36","date_gmt":"2026-09-14T19:08:36","guid":{"rendered":"https:\/\/www.kochava.com\/?p=63372"},"modified":"2026-09-15T09:35:14","modified_gmt":"2026-09-15T16:35:14","slug":"more-apps-same-attention-rethinking-approach-app-growth","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ru\/blog\/more-apps-same-attention-rethinking-approach-app-growth\/","title":{"rendered":"More Apps, Same Attention: Rethinking Your Approach to App Growth"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; row_position_desktop=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; flex_gap_desktop=&#8221;10px&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; flex_gap_desktop=&#8221;10px&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1789489233109{margin-top: 25px !important;}&#8221; text_direction=&#8221;default&#8221;]App marketers are facing more competition for users, with worldwide app releases across Google Play and Apple\u2019s App Store increasing 60% year over year in Q1 2026.\r\n\r\nAs more apps enter the market, getting an app built is only part of the challenge. Apps still have to get discovered, earn a place on the phone, and give users a reason to come back.\r\n\r\n<strong>DT operates across those moments.<\/strong> Our technology is integrated directly into devices and tens of thousands of apps, giving marketers more ways to reach users across acquisition and reengagement.\r\n<h2>DT by the Numbers<\/h2>\r\n<ul>\r\n \t<li><strong>1B+ devices<\/strong> integrated with DT Ignite<\/li>\r\n \t<li><strong>82K+ apps<\/strong> across DT\u2019s global SDK footprint<\/li>\r\n \t<li><strong>3B+ unique users<\/strong> reached across DT\u2019s global network of devices and apps<\/li>\r\n \t<li><strong>10+ years of expertise<\/strong>, built on a decade of deep infrastructure partnerships, including leading mobile OEMs and carriers such as Verizon, Motorola, Telef\u00f3nica, and Orange<\/li>\r\n<\/ul>\r\nTogether, these integrations give app marketers access to consumers both directly on device and across a broad in-app footprint.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=&#8221;default&#8221; 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column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; flex_gap_desktop=&#8221;10px&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1789426899280{margin-top: 25px !important;}&#8221; text_direction=&#8221;default&#8221;]\r\n<h2>Create More Paths to Install<\/h2>\r\nMost app marketers rely on a familiar mix of app store discovery and established acquisition channels to drive installs. But as more apps compete for users, growth doesn\u2019t have to depend on just a small set of acquisition paths.\r\n\r\nDT gives marketers multiple ways to get their apps in front of users and shorten the path between discovery and install. <strong>Through direct integrations with OEMs and carriers<\/strong>, apps can be recommended and installed through native device experiences\u2014from recommendations and installs during initial setup to new discovery moments throughout the life of the device. Across <strong>paid media<\/strong>, DT can drive app discovery and installs throughout its extensive network of apps. And DT\u2019s <strong>SingleTap<\/strong> can turn a developer\u2019s owned web, social, and cross-promotional channels into direct paths to install.\r\n\r\nFor <strong>Playrix<\/strong>, the additional path was highly incremental: 97% of users who opened a preloaded Playrix app would not have opened it had the app not already been installed on their device through our on-device offering.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; 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text_direction=&#8221;default&#8221;]\r\n<h2>Engaging Users After the Install<\/h2>\r\nGetting onto the phone is hard. Staying visible and relevant once you\u2019re there can be just as challenging, but even more rewarding.\r\n\r\nDT can bring an installed app back into view directly on the device, through notifications, app recommendations, and other discovery surfaces throughout the life of the device. And when users are spending time elsewhere, DT\u2019s global footprint creates another way to reach them across entertainment, shopping, finance, lifestyle, utilities, gaming, and more.\r\n\r\nTogether, these touchpoints give marketers more opportunities to bring users back\u2014whether directly from the device or while they\u2019re engaged elsewhere.\r\n\r\n<strong>Magazine Luiza<\/strong> put this approach into practice, pairing on-device distribution with notifications to reengage users after the install. 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border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; flex_gap_desktop=&#8221;10px&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1789490109184{margin-top: 25px !important;}&#8221; text_direction=&#8221;default&#8221;]\r\n<h2>Measure On-Device Differently<\/h2>\r\nOn-device discovery doesn\u2019t behave like a traditional in-app ad. Instead of seeing and clicking an ad, a user may discover an app because it\u2019s already on the device or surfaced directly through the device experience.\r\n\r\nThis changes how marketers should think about measurement. Attribution settings and lookback windows need to account for how users encounter and engage with the app. Measurement should extend beyond the initial install to downstream outcomes such as engagement, retention, purchases, and LTV.\r\n\r\nThat\u2019s where a configurable measurement partner like Kochava can play an important role, helping marketers evaluate on-device strategies alongside the rest of their acquisition mix.\r\n<h2>Putting It Into Practice<\/h2>\r\n<strong>Connect acquisition and reengagement.<\/strong>\r\n\r\nGetting the install is only the first step. Use on-device distribution to reach new users, then pair it with retargeting, not just on device but in app as well. This brings users back and encourages continued engagement. Leveraging both together can help marketers influence the user journey more holistically and better understand how acquisition and reengagement work together to drive longer-term performance.\r\n\r\n<strong>Design for the context.<\/strong>\r\n\r\nConsider where and how a user will encounter your message, and tailor the creative experience accordingly. What works directly on the device may not work within an app\u2014the format, message, and call to action should make sense for the environment.\r\n\r\n<strong>Measure for how the channel works.<\/strong>\r\n\r\nOn-device acquisition doesn\u2019t always follow the same path as a traditional ad campaign. Kochava\u2019s configurable attribution settings can help marketers account for those differences and evaluate performance beyond the initial install\u2014including downstream engagement, retention, and value.\r\n<h2>Get Started<\/h2>\r\nDT helps app marketers reach new users and keep them engaged through direct on-device distribution and broad in-app reach.\r\n\r\nTo learn more about working with DT, <a href=\"https:\/\/www.digitalturbine.com\/?utm_campaign=408592117-Kochava%20Partner%20Spotlight%20Blog%202026&amp;utm_source=Kochava_2026\" target=\"_blank\" rel=\"noopener\"><strong>contact us<\/strong><\/a>.\r\n\r\nFor help configuring your DT campaign in Kochava, contact your Client Success Manager or email <a href=\"mailto:Support@Kochava.com\">support@kochava.com<\/a>.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; flex_gap_desktop=&#8221;10px&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1785946536560{margin-top: 25px !important;margin-bottom: 0px !important;}&#8221; text_direction=&#8221;default&#8221;]\r\n<h3 style=\"padding-bottom: 0px !important\">About the Author<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; column_padding_type=&#8221;default&#8221; content_layout=&#8221;default&#8221; gradient_type=&#8221;default&#8221;][vc_column_text css=&#8221;.vc_custom_1789424695936{margin-top: 25px !important;}&#8221; text_direction=&#8221;default&#8221;]<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-63382 size-medium\" src=\"https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8-300x300.png\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8-300x300.png 300w, https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8-150x150.png 150w, https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8-140x140.png 140w, https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8-100x100.png 100w, https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8-500x500.png 500w, https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8-350x350.png 350w, https:\/\/www.kochava.com\/wp-content\/uploads\/2026\/09\/Taylor-Morris-HS-8.png 651w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; flex_gap_desktop=&#8221;10px&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1789426070690{margin-top: 25px !important;}&#8221; text_direction=&#8221;default&#8221;]Taylor Morris is Head of Technical Partnerships at DT, where he leads measurement, data, and identity partnerships across DT\u2019s on-device and in-app ecosystem. His focus is on building partner integrations that translate DT\u2019s reach into measurable growth for marketers.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221;&#8230;<\/p>\n","protected":false},"author":79,"featured_media":63379,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[317,272],"tags":[328,326,325,324,327],"class_list":["post-63372","post","type-post","status-publish","format-standard","has-post-thumbnail","category-insights-strategy","category-partner-spotlight","tag-app-discovery","tag-app-growth","tag-digital-turbine","tag-dt","tag-preload-campaigns"],"_links":{"self":[{"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/posts\/63372","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/users\/79"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/comments?post=63372"}],"version-history":[{"count":5,"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/posts\/63372\/revisions"}],"predecessor-version":[{"id":63395,"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/posts\/63372\/revisions\/63395"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/media\/63379"}],"wp:attachment":[{"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/media?parent=63372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/categories?post=63372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kochava.com\/ru\/wp-json\/wp\/v2\/tags?post=63372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}