How to Promote Your App in RuStore: Tools, Formats, and Case Studies

Promotion is a critical stage in the lifecycle of any digital product. Even the most useful and technologically advanced app needs to be discovered.

For all the details on promotion, check out the official documentation.

Advertising in RuStore helps you:

• Increase brand and app awareness — especially important for new market entrants.
• Stand out from competitors — secure your spot on the storefront and capture audience attention.
• Boost installs and revenue — user growth directly impacts monetization.

RuStore today:

• 100+ million installs on devices
• 70,000+ published apps
• 450+ million app downloads

Our audience: 58% male, 42% female, with the core demographic being users aged 25–50 with above-average income.

For more details, check out our Sales Media Kit.

You can launch an advertising campaign in RuStore through several channels:

• Full-Service by RuStore
• VK Ads
• Ad Networks: Yandex, MediaSniper, Bidvol, Programmatica.com, Appnext, Buzzoola, Sape, and HyperAds

Full-Service by RuStore

Full-Service by RuStore is an advertising placement model with fixed pricing and guaranteed reach over a specified period. This approach allows you to test different formats simultaneously, using individual tracking links to analyze the effectiveness of each.

RuStore managers handle campaign management: they set up, optimize, and select the purchasing model based on your goals. In addition to the standard CPM model, other options are available:

• CPD (Cost Per Download) — payment for app downloads based on RuStore data.
• CPI (Cost Per Install) — payment for installs confirmed by opening the app via a tracker.

For any questions, you can contact the RuStore advertising business development team at ads@rustore.ru

VK Ads

To work with VK Ads, create an account on the VK Ads platform and add a link to your app from RuStore. Then, create a campaign with the "Mobile App" objective and set up your targeting.

RuStore offers developers a wide selection of advertising formats, from classic banners to interactive gamification. Campaigns can be customized using various parameters: app category, demographics, geography, and interests. All formats are natively integrated into the store's interface and can be easily adapted to your business goals. Let's break them down.

Pop-up Recommendations

Pop-up recommendations appear when RuStore is launched for the first time. This native block features app icons and a single "Download All" button.

• Can accommodate up to 16 apps in one pop-up.
• Automatically pulls data from your app's store card.
• Requires no creatives, as it's linked to the app card data.
• Allows targeting users who haven't yet downloaded the app.

To increase app installs, you can use advertising placements within RuStore. For example, you can place a banner on the main page or within the "Apps" and "Games" sections.

Special projects are custom ad formats designed for specific brand objectives: increasing awareness, memorability, and user engagement.

1. Teaser: A banner at the bottom of the RuStore website, displaying information from the app card. It can link to a website or the app's RuStore card.

Featuring involves editorial selections of interesting and high-quality apps. Getting featured is free, but your app must meet key requirements:

• High rating and positive user reviews.
• User engagement.
• Regular and relevant updates.
• Proactive response to user feedback.

These criteria help us evaluate not only the technical quality of the app but also user interest. We also keep a close eye on new releases and fresh updates — the best of them regularly appear in thematic selections.

Additionally, using RuStore SDKs can be a factor in being featured.

Learn more about featuring on our website.

Featuring Formats

1. Single App Feature: Promotes one app, consisting of a cover and internal selection content. 2. Carousel/Rail Selection: A selection for multiple apps or games in a carousel or rail format.

Companies already leveraging RuStore's advertising capabilities report significant growth in audience and downloads.

A media platform used six ad formats: main page banner, in-apps banner, small banner, recommendation carousel, search banner, and pop-up. This comprehensive approach reached over 1.5 million users, increased downloads by 2.51% , and installs by 2.45% .

A financial app used three banner formats (main page, in-apps, and small banner). The result: 5 million users reached, over 36,000 installs, and more than 12,000 registrations.

An online promotion service chose banners on the main page, in-apps, and a small banner, plus placements in recommendations and search results. This resulted in an additional 850,000 users reached, a 1.03% increase in CTR, and a 0.5% boost in downloads.

VTB Bank and digital agency MGCom ran a campaign on VK Ads to increase registrations and inform users about new products in the "VTB Online" mobile app, available on RuStore. The campaign achieved an 11.5% increase in registrations, a 4x reduction in cost per registration, and a 3x increase in reach compared to previous placements.

Promoting your app in RuStore is not just an option — it's a key to growth. Advertising helps your product become visible among countless similar apps, stand out from the competition, and ultimately drive audience growth and increase monetization.