What also makes URX’s service interesting, according to D’Souza, is its deep-linking capability, i.e., linking to a specific page within a separate website instead of the site or app’s default screen. “A user doesn’t want to have to go back to an app, type in the 'New York Knicks,' find the game and then buy the tickets,” D’Souza said. “URX will take users [who click on the ad] straight to the tickets page and make the transaction even easier.”
Other companies such as Facebook, Google and Twitter also are getting into the deep-linking game. Google announced in October that it is experimenting with adding deep links to Android apps in its search results. Facebook recently rolled out mobile app engagement ads that include a deep-linking feature and Twitter has added deep-linking features for apps to its Twitter Cards.
CEO John Milinovich described Google, Facebook and Twitter’s deep-linking efforts as a sign his company is on the right track.
“What’s interesting is the lifetime value of an app user hasn’t been very high, and that was okay as long as the CPI [cost per install] was also low. But what’s happening is CPIs are starting to rise and so marketers are starting to think about how to increase the value of their current customers,” Milinovich said. “We’re excited that people are starting to think about their post-acquisition strategies on mobile now and even though other companies are entering this space, we’re focusing on providing the most value that we can to marketers.”