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App marketing playbooks, field notes and strategy

Practical writing from App Media's team — what we're seeing in the App Store, in paid channels, and across the Australian app market.

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Latest

Recent posts

Long-form, opinionated, field-tested. Written by Jarrah Robertson and the App Media team.

ASO

How App Store Optimisation (ASO) works in 2026

An up-to-date guide to App Store Optimisation in 2026 — what's changed, what still works, and how Australian app teams should approach ASO this year.

25 April 20269 min read

Paid acquisition

Apple Search Ads vs Google App Campaigns: which wins in 2026?

A side-by-side breakdown of Apple Search Ads (ASA) vs Google App Campaigns (AC) — targeting, CPI, scale and where each one wins.

22 April 20268 min read

Pre-launch

App pre-launch checklist for Australian founders (2026 edition)

The 18-step pre-launch app marketing checklist App Media uses with Australian app founders — covering App Store, paid, content, PR, analytics and launch-day execution.

18 April 202611 min read

Viral video

Viral video for app installs: the 2026 playbook

How short-form viral video on TikTok, Reels and YouTube Shorts drives app installs at fractions of paid CPI — and the discipline required to make it work.

15 April 20268 min read

Strategy

How much should you budget for app marketing in Australia in 2026?

A realistic guide to app marketing budgets in Australia in 2026 — by stage (pre-launch, launch, growth, scale) and channel (ASO, ASA, paid social, viral video).

10 April 20269 min read

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