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Kenshoo App Marketing Summit: Mobile App Advertising Trends

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Presentation by Aaron Goldman, CMO, Kenshoo at Kenshoo's App Marketing Summit on March 17, 2015 at Terra Gallery in San Francisco.

Published in: Marketing

Kenshoo App Marketing Summit: Mobile App Advertising Trends

  1. 1. 1© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Kenshoo Mobile App Advertising Trends Todd Herrold, Sr. Director Product Marketing, Kenshoo #KAMS
  2. 2. 2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Contents • Executive Summary • Key Metrics • Top Trends • Ad Spend and Overall Cost per Install • Cost per Install Trends • CPM Trends • Marketer Imperatives • Methodology • CPC Trends • Regional Trends • Engagement Trends
  3. 3. 3© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Executive Summary • App install volume and ad spend keeping pace, leading to relatively stable CPI • Impressions, clicks and app installs all cost more on iOS • Android users are most likely to click, but iOS users are most likely to install • Ads for gaming apps are more costly and have lower engagement than Consumer or eCommerce apps
  4. 4. 4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Key Metrics
  5. 5. 5© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Top Trends
  6. 6. 6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Ad Spend and Overall Cost per Install
  7. 7. 7© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Cost per InstallTrends
  8. 8. 8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Cost per InstallTrends
  9. 9. 9© 2015 Kenshoo, Ltd. Confidential and Proprietary Information CPM Trends
  10. 10. 10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information CPM Trends
  11. 11. 11© 2015 Kenshoo, Ltd. Confidential and Proprietary Information CPC Trends
  12. 12. 12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information CPC Trends
  13. 13. 13© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Regional Trends
  14. 14. 14© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Engagement Trends
  15. 15. 15© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Engagement Trends
  16. 16. 16© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Engagement Trends
  17. 17. 17© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Engagement Trends
  18. 18. 18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Marketer Imperatives • Increase spend while the trend toward steady CPIs continues - as long as you are able to maintain ROI and LTV above critical thresholds. • Hone your targeting and ensure well segmented Custom and Lookalike Audiences. • Target separately by OS, Android versus iOS, to optimize toward differences in CPC, CPI, CTR and install rates on the two platforms. • Target your campaigns separately by country to ensure you are maximizing your bids and budget most effectively in the face of language country-level differences.
  19. 19. 19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Methodology • Aggregation of advertisers using Adquant by Kenshoo • Mobile-only, Mobile App Installation as conversion • $19 million (USD) in advertiser spend • Over 10 million app installs • Targeted across over 100 countries worldwide

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