Urban Airship
New Urban Airship Study Finds In-App Message Centers Generate Eight Times More Direct Response Than Push Notifications

DGAP-News: Urban Airship / Key word(s): Miscellaneous

2016-02-18 / 15:00
The issuer is solely responsible for the content of this announcement.

---------------------------------------------------------------------------

PORTLAND, OR --(Marketwired - February 18, 2016) -   Urban
Airship, the world's leading mobile engagement platform provider,
today released key findings from the industry's first study of
in-app message centers, which are dedicated messaging
destinations within apps. Analysis included more than one billion
message center messages delivered over two months, and compared
direct interactions with message center messages versus push
notifications. Benchmarks for high, medium and low message center
read rates were calculated using the performance of apps in the
90th, 50th and 10th percentiles. Complete results and best
practices are available for download.

For iOS apps, key findings include:

/T/

--  Eight times greater message center read rates than direct taps on a
    notification for medium-performers (the 50th percentile).
--  Message center read rates more than double when used in combination with
    a push notification, and increase 23% when used with a home screen
    badge.
--  High-performing apps see average message center read rates of 44%,
    increasing to 49% for retail apps, meaning nearly half of all messages
    sent are opened and read.

/T/

Unlike push notifications that only reach opt-in users, message
centers reach all users and offer marketers a designated content
marketing channel within apps where messages persist.
High-performing apps see opt-in users reading 52% of all message
center messages, while opt-out users read 25% of all messages.
These messages can be highly targeted, and can include rich
content like photos and videos, forms and surveys, and mobile
wallet passes and social feeds. As a result, message centers
support a wider variety of experiences and use cases than other
more temporal forms of in-app messaging or push notifications --
from promotional and editorial content, to lifecycle campaigns
and transactional order and shipment confirmations that
recipients may want to refer to repeatedly.

In comparing iOS versus Android message center performance, the
study found:

/T/

--  Medium-performing iOS message centers achieve nearly three times greater
    read rates than the average Android message center.
--  Android apps are much earlier in efforts to adopt message centers (14%
    of the sample) and lack support for home screen badging.
--  Medium-performing Android apps see the same message center read rates as
    direct taps on a notification -- 6%.

/T/

In combination with this study, Urban Airship is introducing a
number of enhancements to its mobile app engagement solution,
Urban Airship Engage:

/T/

--  A new, out-of-the-box message center reduces the amount of time needed
    to integrate this capability within apps from four to six weeks, to four
    to six hours -- an estimated savings of more than $30,000 for app
    development resources.
--  A/B testing is now expanded to A/B/n testing, enabling growth marketers
    to easily set up control groups, define audience percentages for message
    variants and test more than 20 versions of a notification or in-app
    message including message and button text, link text, emojis and more. 
--  An enhanced composer interface seamlessly integrates all of these
    capabilities with powerful segmentation, automation and step-by-step
    workflows to enable marketers to easily use the broadest range of
    engagement channels to reach more app users with personalized
    experiences that get noticed and drive action. 

/T/

'Performance data on more than one billion message center
messages offers fantastic insight into the true power of this
form of customer engagement, which quite simply dwarfs the
effectiveness of any other channel available to marketers today,'
said Brett Caine, CEO and president, Urban Airship. 'Now, we're
making it simple and easy for any company with an app to deploy
our powerful message center solution.'

Availability

Urban Airship's out-of-the-box message center is available now.
A/B/n testing and composer enhancements will be available this
quarter.

Methodology

Analysis included 83 apps that sent 1,149,156,265 message center
messages between 11/13/15 to 1/13/16. Message center read rates
were calculated as the total number of users that read the
message, divided by the total number of users that received the
message.

About Urban Airship

Urban Airship provides the world's leading mobile engagement
platform, helping thousands of businesses of all sizes form a
direct and lasting connection with their customers. With Urban
Airship, companies gain total control of their mobile footprint
-- apps, wallets and user-level data -- to deliver experiences
that get noticed and drive action across mobile or any other
customer touchpoint. More than 30,000 apps and some of the most
innovative global brands trust Urban Airship to accelerate their
business through mobile marketing with an independent study
calculating an average 878 percent return on investment for
customers. For more information, visit www.urbanairship.com, read
our blog and follow us on Twitter or LinkedIn.



Media Contacts:
Nicole Foo
(North America)
Matter Communications
678-779-6217
Email contact: https://go.marketwire.com/Public/InformationReques
tForm.aspx?id%3d9CVIJSufc%2bBy7jxb3VGSQw%3d%3d%26contact%3dT%2b2T
oPNRUg0URdGJvhGTl7gUMcenVX%2bnvjJjKAqJ2mg%3d 

Adrian Ma or Sarah Boulton
(EMEA)
Fanclub PR
+44 207 096 1375
Email contact: https://go.marketwire.com/Public/InformationReques
tForm.aspx?id%3d9CVIJSufc%2bBy7jxb3VGSQw%3d%3d%26contact%3dfHfcxb
XVGvjIaSh8VTs0A767EGym7qHr1OdHdXvnXTY%3d 
Email contact: https://go.marketwire.com/Public/InformationReques
tForm.aspx?id%3d9CVIJSufc%2bBy7jxb3VGSQw%3d%3d%26contact%3dCb0UU6
rmj%2fGyAqWmxd8YKUAZMGZaDU5y6FjbZVhrVk0%3d 

Corey Gault
Urban Airship
+1 971-200-4507
Email contact: https://go.marketwire.com/Public/InformationReques
tForm.aspx?id%3d9CVIJSufc%2bBy7jxb3VGSQw%3d%3d%26contact%3d6jMtjq
hqHLMBJl2RPQHsh2aQymsTLEIJBumYb%2fmlluk%3d 

News Source: Marketwire


---------------------------------------------------------------------------

2016-02-18 Dissemination of a Corporate News, transmitted by DGAP - a
service of EQS Group AG.
The issuer is solely responsible for the content of this announcement.

The DGAP Distribution Services include Regulatory Announcements,
Financial/Corporate News and Press Releases.
Media archive at www.dgap-medientreff.de and www.dgap.de

---------------------------------------------------------------------------


     Language:    English        
     Company:     Urban Airship  
   
   
                  United States  
   
   
     End of News    DGAP News Service