What’s the Hap’s on Apps?<br />State of the Industry Survey<br />Digiday: APPS, LA<br />12/10/09<br />
DM2Events/ DM2Media<br />We want to provide real information on the cutting edge of choices that you need to make in your ...
Partnership/Methodology<br />Like any good “membership” organization, we rely on practitioners in the field to help us ask...
Methodology<br />We were also able to ask developers whose livelihood is based on making apps how they promoted and moneti...
Methodology<br />Last but not least, we asked the entire group what mobile phone they employed for personal use. (Any corr...
+600 Respondents<br />236<br />125<br />244<br />N=605<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboratio...
ADVERTISERS AND AGENCIES<br />7<br />
ADVERTISERS / AGENCY / MARKETERS<br />Nearly 130 Agencies replied<br />N=199<br />©2009 DM2PRO.com “State of the Industry:...
ADVERTISERS / AGENCY / MARKETERS<br />54% say NO<br />N=234<br />©2009 DM2PRO.com “State of the Industry: APPS” in collabo...
ADVERTISERS OR MARKETERS WHO HAVE USED APPS<br />Slightly more dedicated social than mobile agencies/advertisers, but cons...
ADVERTISERS OR MARKETERS WHO HAVE USED APPS<br />Facebook leads overall, then iPhone. Own branded community and MySpace ra...
ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />iPhone: 95%<br />RIM 44%<br />Advertisers and agencies who develop ...
PUBLISHERS / ADVERTISERS / AGENCIES WHO HAVE NOT DEVELOPED MOBILE APPS, BUT PLAN TO<br />iPhone: 91%<br />Android 39%<br /...
ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />The top third of this market expects their mobile apps budget to in...
ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />Bigger market, client demand, more standardization lead as things t...
ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />More than a third spend less than 5% of their current budgets on pr...
ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS: HOW DO THEY PROMOTE?<br />N=40<br />©2009 DM2PRO.com “State of the Indu...
ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />In choosing an network to help place ads in mobile apps, they care ...
ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />Engagement and user feedback lead even the number of monthly active...
WHAT CATEGORIES OF ADVERTISER IS MOST ENGAGED IN MOBILE APPS? <br />CPG<br />Retail<br />Automotive<br />Entertainment<br ...
WHAT CATEGORIES ARE LEAST ENGAGED<br />B2B<br />Health/Pharma<br />Media<br />Retail<br />Financial<br />Entertainment<br ...
PUBLISHERS / ADVERTISERS / AGENCIES WHO HAVE NOT DEVELOPED MOBILE APPS<br />All of the above… and 33 write-in reasons! (Bu...
PUBLISHERS<br />23<br />
PUBLISHERS<br />Content publishers, 88%<br />N=106<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration wi...
PUBLISHERS WHO HAVE DEVELOPED APPS<br />iPhone leads even Facebook among publishers who’ve developed apps<br />N=54<br />©...
PUBLISHERS WHO DEVELOP MOBILE APPS<br />Majority monetize through ad sales<br />N=53<br />©2009 DM2PRO.com “State of the I...
PUBLISHERS WHO DEVELOP MOBILE APPS<br />&gt;35% of publishers – in tough times – expect their mobile REVENUES to increase ...
DEVELOPERS<br />28<br />
DEVELOPERS: Mostly Mobile<br />74.5%<br />24.1%<br />1.4%<br />N=214<br />©2009 DM2PRO.com “State of the Industry: APPS” i...
MOBILE or MOBILE + SOCIAL DEVELOPERS: <br />Overwhelmingly entrepreneurial<br />ENTREPRENEUR: 83.1%<br />N=178<br />©2009 ...
DEVELOPERS: IPHONE LEADS FOR PERSONAL USE<br />60.9%<br />40.6%<br />15%<br />3.4%<br />N=212<br />©2009 DM2PRO.com “State...
DEVELOPERS DIVIDED INTO:<br />Those who work for agencies or advertisers<br />Those who work for publishers<br />Entrepren...
ADVERTISER/ AGENCY MOBILE DEV<br />iPhone Dominates, but Android Has Crossed the Critical 60% Mark<br />iPhone: 92%<br />A...
ADVERTISER/ AGENCY MOBILE DEV BUDGETS ON THE RISE<br />Ad/Agency apps budget on the rise; in at lease a couple of cases, s...
ADVERTISER/ AGENCY DEVELOPMENT BUDGETS TO RISE SHARPLY FOR MOST<br />While “advertiser/social” development spending has le...
DEVELOPERS WHO SELL APPS &/OR ADS<br />N=147<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Qua...
DEVELOPERS WHO SELL APPS &/OR ADS<br />iPHONE: 76.4% <br />Android ~57%<br />Ad-savvy developers lean toward iPhone, but A...
Developers who sell apps with out without ads:<br />iPhone is about reach, Android has a number of things going for it – i...
Developers who build apps for sale:<br />iPhone: Reach and ease of use. Android, ease of use, open source<br />N=25<br />©...
DEVELOPERS WHO BUILD APPS FOR SALE:<br />Apps developers care equally about revenue and reputation / user feedback. The lo...
DEVELOPERS WHO SELL APPS/SUPPORT WITH ADS<br />When we turn to ad-supported apps – whether or not they’re sold – age targe...
DEVELOPERS WHO SELL APPS:<br />Developers who sell apps less focused on a particular demographic<br />N=26<br />©2009 DM2P...
DEVELOPERS WHO SELL APPS W/WO ADS:<br />Few spend more than 20% promoting their apps. <br />N=72<br />©2009 DM2PRO.com “St...
Case Study: Superpages<br />44<br />OBJECTIVE<br /><ul><li>Drive downloads of the Superpages® application for local inform...
Drive directly to the App Store via click-to-download banners
Optimize results in real-time with Q Elevation targeting technology and creative rotation
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Apps 2010 Short

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A survey of more than 600 media, marketing and developer pros revealed their plans for 2010

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  • 1.Client budget allocations2.Surge of consumers moving to smart phones3.NA - mobile is handled through a seperate Agency in LA
  • 1.Advertising in other apps2.social media3.NA - mobile is handled through a seperate Agency in LA
  • 1.Rating in certain categories2.PR buzz3.NA - mobile is handled through a seperate Agency in LA
  • 1.social.2.Magazine 3.Military Recruitment 4.apparel 5.political
  • 1.not relevant2.Software/Marketing.3.Advertising agency with client in Package goods, cosmetics, beauty and Pharma4.Candy5.Beauty Supplies6.non-profitMon, Nov 30, 2009 1:36 PMFind...7.Consumer focused: Baby Boomers and SeniorsMon, Nov 23, 2009 6:01 PMFind...8.Non-Profit Recycling initiativesMon, Nov 23, 2009 10:11 AMFind...9.Restaurants
  • Apps 2010 Short

    1. 1. What’s the Hap’s on Apps?<br />State of the Industry Survey<br />Digiday: APPS, LA<br />12/10/09<br />
    2. 2. DM2Events/ DM2Media<br />We want to provide real information on the cutting edge of choices that you need to make in your day jobs – what to make of the latest technologies, which is worth your time and attention, where you can find the resources to help. <br />In that vein, DM2PRO.com has been built as a kind of knowledge base for case studies, video from shows like this, and research studies designed to help you understand the state of the industry in which you participate. <br />Unlike our sister publication digiday:DAILY, it is a paid site, but at just $20/month, one way we can afford to do the work we do.<br />2<br />
    3. 3. Partnership/Methodology<br />Like any good “membership” organization, we rely on practitioners in the field to help us ask the right questions, which is why we turned to Lynn and Quattro. <br />This apps survey is both larger and more granular than the August survey. <br />Uses Quattro’s client lists to expand DM2PRO’s access to the developer community. <br />With a larger respondent set, we were able to see if there were subtle differences between developers who:<br />worked for advertisers & agencies<br />worked for publishers or developed apps as a business<br />developed just social apps, just mobile apps or both mobile and social apps<br />
    4. 4. Methodology<br />We were also able to ask developers whose livelihood is based on making apps how they promoted and monetized them. <br />Besides developers, we reached out to essentially the same group of advertisers, agencies and publishers to look deeper into what platforms they were using for mobile and social apps:<br />Specifically, was Android gaining ground against the iPhone?<br />What ad units did they consider most effective?<br />Were they still as satisfied with their apps experience nearly a half year later?<br />How did they feel about ad nets? <br />
    5. 5. Methodology<br />Last but not least, we asked the entire group what mobile phone they employed for personal use. (Any correlation between that and the platform for which they developed?)<br />While slicing these groups into more categories reduced the sample size on some questions considerably, we reached an almost equal number of developers vs. advertisers and agencies, and a higher number of publishers overall.<br />We had more than 605 respondents by 12/10<br />
    6. 6. +600 Respondents<br />236<br />125<br />244<br />N=605<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    7. 7. ADVERTISERS AND AGENCIES<br />7<br />
    8. 8. ADVERTISERS / AGENCY / MARKETERS<br />Nearly 130 Agencies replied<br />N=199<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    9. 9. ADVERTISERS / AGENCY / MARKETERS<br />54% say NO<br />N=234<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    10. 10. ADVERTISERS OR MARKETERS WHO HAVE USED APPS<br />Slightly more dedicated social than mobile agencies/advertisers, but considerably more do both. <br />N=95<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    11. 11. ADVERTISERS OR MARKETERS WHO HAVE USED APPS<br />Facebook leads overall, then iPhone. Own branded community and MySpace rank higher than Android<br />N=95<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    12. 12. ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />iPhone: 95%<br />RIM 44%<br />Advertisers and agencies who develop mobile apps still rank RIM over Android. (Android INTENT is higher among those just planning apps)<br />Android 31%<br />15%<br />N=39<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    13. 13. PUBLISHERS / ADVERTISERS / AGENCIES WHO HAVE NOT DEVELOPED MOBILE APPS, BUT PLAN TO<br />iPhone: 91%<br />Android 39%<br />65% plan to develop mobile apps in 2010<br />RIM 33%<br />19%<br />N=107<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    14. 14. ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />The top third of this market expects their mobile apps budget to increase by more than 75%, some by greater than 200%<br />N=39<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    15. 15. ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />Bigger market, client demand, more standardization lead as things that could push mobile apps<br />N=41<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    16. 16. ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />More than a third spend less than 5% of their current budgets on promotion. <br />Note that a good 15% spends more than 60%... <br />N=40<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    17. 17. ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS: HOW DO THEY PROMOTE?<br />N=40<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    18. 18. ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />In choosing an network to help place ads in mobile apps, they care about targeting capability first, then reach. <br />N=30<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    19. 19. ADVERTISERS OR AGENCIES WHO HAVE USED MOBILE APPS<br />Engagement and user feedback lead even the number of monthly active users and the impact on product sales as what makes an app effective for advertisers or agencies<br />N=40<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    20. 20. WHAT CATEGORIES OF ADVERTISER IS MOST ENGAGED IN MOBILE APPS? <br />CPG<br />Retail<br />Automotive<br />Entertainment<br />Financial<br />Health/Pharma<br />Media<br />Tech<br />B2B<br />Beverage<br />N=40<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    21. 21. WHAT CATEGORIES ARE LEAST ENGAGED<br />B2B<br />Health/Pharma<br />Media<br />Retail<br />Financial<br />Entertainment<br />Travel<br />CPG<br />Tech<br />Auto<br />N=98<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    22. 22. PUBLISHERS / ADVERTISERS / AGENCIES WHO HAVE NOT DEVELOPED MOBILE APPS<br />All of the above… and 33 write-in reasons! (But many said they’re planning apps in early 2010.) <br />N=82<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    23. 23. PUBLISHERS<br />23<br />
    24. 24. PUBLISHERS<br />Content publishers, 88%<br />N=106<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    25. 25. PUBLISHERS WHO HAVE DEVELOPED APPS<br />iPhone leads even Facebook among publishers who’ve developed apps<br />N=54<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    26. 26. PUBLISHERS WHO DEVELOP MOBILE APPS<br />Majority monetize through ad sales<br />N=53<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    27. 27. PUBLISHERS WHO DEVELOP MOBILE APPS<br />&gt;35% of publishers – in tough times – expect their mobile REVENUES to increase by greater than 50%<br />N=54<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    28. 28. DEVELOPERS<br />28<br />
    29. 29. DEVELOPERS: Mostly Mobile<br />74.5%<br />24.1%<br />1.4%<br />N=214<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    30. 30. MOBILE or MOBILE + SOCIAL DEVELOPERS: <br />Overwhelmingly entrepreneurial<br />ENTREPRENEUR: 83.1%<br />N=178<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    31. 31. DEVELOPERS: IPHONE LEADS FOR PERSONAL USE<br />60.9%<br />40.6%<br />15%<br />3.4%<br />N=212<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    32. 32. DEVELOPERS DIVIDED INTO:<br />Those who work for agencies or advertisers<br />Those who work for publishers<br />Entrepreneurs (those who develop apps as a business)<br />Ad supported, sold to consumers or either<br />32<br />
    33. 33. ADVERTISER/ AGENCY MOBILE DEV<br />iPhone Dominates, but Android Has Crossed the Critical 60% Mark<br />iPhone: 92%<br />Android: 61.5%<br />Agency employed developers focus most of their attention on iPhone; but 2/3 develop for Android. (Overlap was allowed.)<br />BB 38.5%<br />N=13<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    34. 34. ADVERTISER/ AGENCY MOBILE DEV BUDGETS ON THE RISE<br />Ad/Agency apps budget on the rise; in at lease a couple of cases, substantially. <br />N=11<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    35. 35. ADVERTISER/ AGENCY DEVELOPMENT BUDGETS TO RISE SHARPLY FOR MOST<br />While “advertiser/social” development spending has leveled off, mobile apps development is on a steep incline. With online advertising inching downward, 58% of agency mobile developers expect increases of more than 40%. <br />N=12<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    36. 36. DEVELOPERS WHO SELL APPS &/OR ADS<br />N=147<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    37. 37. DEVELOPERS WHO SELL APPS &/OR ADS<br />iPHONE: 76.4% <br />Android ~57%<br />Ad-savvy developers lean toward iPhone, but Android close behind<br />BB 22%<br />Palm 8.3%<br />N=72<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    38. 38. Developers who sell apps with out without ads:<br />iPhone is about reach, Android has a number of things going for it – including open source – but reach isn’t the least important. <br />N=72<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    39. 39. Developers who build apps for sale:<br />iPhone: Reach and ease of use. Android, ease of use, open source<br />N=25<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    40. 40. DEVELOPERS WHO BUILD APPS FOR SALE:<br />Apps developers care equally about revenue and reputation / user feedback. The lower the score the higher the rating.<br />N=26<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    41. 41. DEVELOPERS WHO SELL APPS/SUPPORT WITH ADS<br />When we turn to ad-supported apps – whether or not they’re sold – age target matters more. <br />N=74<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    42. 42. DEVELOPERS WHO SELL APPS:<br />Developers who sell apps less focused on a particular demographic<br />N=26<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    43. 43. DEVELOPERS WHO SELL APPS W/WO ADS:<br />Few spend more than 20% promoting their apps. <br />N=72<br />©2009 DM2PRO.com “State of the Industry: APPS” in collaboration with Quattro Wireless<br />
    44. 44. Case Study: Superpages<br />44<br />OBJECTIVE<br /><ul><li>Drive downloads of the Superpages® application for local information among iPhone users </li></ul>STRATEGY AND PROGRAM<br /><ul><li>Target ads to the Quattro Wireless iPhone in-app network, reaching more than 12 million unique users
    45. 45. Drive directly to the App Store via click-to-download banners
    46. 46. Optimize results in real-time with Q Elevation targeting technology and creative rotation
    47. 47. Track all conversions by application and by creative</li></ul>RESULTS<br /><ul><li>Over 87 million ad impressions served in 7 weeks*
    48. 48. Resulted in more than 12,000 direct Superpages® application downloads with an average CPA lower than $2.60*
    49. 49. Overall conversion rate of 3%*
    50. 50. Quattro significantly out preformed competitive mobile ad networks in both the scale of impressions delivered, and the CPA for the campaign**
    51. 51. Superpages® reached a ranking of #9 in the Lifestyle category from a position outside of the Top 100 and subsequently dropped to a ranking between 80-90**</li></ul>*Quattro Wireless campaign performance data<br />** TM Advertising<br />Superpages® is a registered trademark of Idearc Media LLC 2009 <br />
    52. 52. Case Study: Minesweeper Classic<br />OBJECTIVE<br /><ul><li> The overall goal of the program was to drive Minesweeper Classic back into the top rankings in the iTunes App Store, and to do so without a large or prolonged investment. </li></ul>STRATEGY AND PROGRAM<br /><ul><li> Leverage the three components that affect the App Store ranking: downloads per day, user ratings and numbers of upgrades
    53. 53. Achieve a rapid rise in App Store ranking without a large scale investment
    54. 54. Full click-to-download conversion tracking with real-time data allows us to determine what works and what doesn’t in the application ecosystem for a particular app
    55. 55. A small portion of the total spend was allocated for the test period the with results on where conversions were taking place, the remaining allocation of the campaign’s $3500 budget was a spending burst to quickly drive downloads</li></ul>RESULTS<br /><ul><li>Downloads spiked with the burst of spending and drove the application from a ranking well out of the Top 200 to a position in the Top 60 of all free applications.</li></ul>45<br />
    56. 56. To See the Full Research<br />WWW.DM2PRO.com Melinda Gipson Melinda@dm2media.com<br />WWW.QUATTROWIRELESS.comLynn@quattrowireless.com<br />46<br />

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