The document summarizes key insights from a survey of the top 100 grossing mobile app developers on app install advertising trends in the second half of 2015. Some of the main findings include:
1) Video and social media dominated app install budgets, though spend on social is plateauing due to increased competition.
2) App install budgets continued shifting towards video, social, and programmatic channels.
3) Mobile video spending saw a 24% increase and is accelerating as the focus on video grows.
4) Incentivized formats like offer walls and free app networks are declining in popularity as advertisers focus more on user quality.
To download the report, please visit http://bit.ly/2fyVTw5.
The Q3 2016 App Install Marketing survey is the 6th of its kind since 2013. The survey provides insights, benchmarks, and trends from the top 100 grossing app developers, asking over 100 detailed questions and enjoying a 65% survey response rate. 62% of respondents represented mobile game developers, and 38% represented non-gaming developers for various app categories, including entertainment, music, news, and others.
Taking AIM: Top 10 App Install Marketing Trends | Paul WestJessica Tams
Delivered at Casual Connect Europe 2016
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
Mobile Monetization Study: Making Sense of Use RateAdColony
How does modifying an app’s ad Use Rate affect revenue, DAU, session time, and overall monetization efficiency?
To find out, we studied trends of the top monetizing apps and the impact modifying Use Rate had for 3 of them. The results are available in our new white paper: Making Sense of Use Rate.
AdColony User Acquisition Survey - Q1 2015AdColony
Conducted semi-annually, the AdColony User Acquisition Survey gathers insights, benchmarks, and trends from the top 100 grossing app developers.
While many mobile user acquisition surveys poll publishers of varying successes, this survey features data from only the top grossing iOS and Android developers. These developers already know how to build high quality apps, and their UA teams drive an average of 500,000 paid installs per month.
So what are the top developers doing to acquire high quality users at scale? What is their user acquisition strategy, what are they most excited about, and what has been the most successful for them? The answer is video.
98% of respondents turn to video for mobile user acquisition, making it the channel of choice among top grossing publishers. Interstitials, Facebook display, and other display ads follow closely behind as the top tier choices.
According to the survey, 50% of performance advertisers are most excited about video as a UA channel this year, making video 2.3x more popular than social and 23x more popular than display.
Interestingly, while the majority of respondents who use video are excited about the format, only one fourth of advertisers using social are excited about it, suggesting a level of discontent with social channels as optimism shifts to video.
Mobile Monetization Study: Effects of BlacklistingAdColony
Blacklisting is defined as a publisher block that disallows particular brands or apps from advertising within that publisher’s apps.
Blacklists are typically created for one of two reasons: preventing inappropriate content from being seen users or preventing competing apps from appealing to high value users.
For instance, a publisher might blacklist a vodka ad in their apps that are popular among teens. Alternatively, a publisher of a match 3 puzzle game might block other puzzle games from running app install campaigns within their game.
When blacklisting is used to prevent potentially competing apps, ad demand sources are limited. This often leads to lower eCPMs for the app and lower overall ad revenue for the publisher.
Often, publishers are wary of removing or lessening blacklisting settings for fear of cannibalization of their user base if users install competing apps that are advertised.
To ascertain the validity of these concerns, this study examines the effect of removing blacklists via five unique case studies.
The rapid growth of mobile devices and applications have created a new economy around context and an active, captivated audience. However, an effective monetization strategy is critical to ensuring the survival, growth and financial success of your mobile applications.
View our webinar presentation to learn:
- What options you have for monetizing your audience
- What mobile rewards programs are and how they can help
- How you can implement a mobile rewards program in your apps
Speakers:
- Andrew Gerhart, Chief Operating Officer, AerServ
- Zach Redler, Sr. Director, Appsaholic
To download the report, please visit http://bit.ly/2fyVTw5.
The Q3 2016 App Install Marketing survey is the 6th of its kind since 2013. The survey provides insights, benchmarks, and trends from the top 100 grossing app developers, asking over 100 detailed questions and enjoying a 65% survey response rate. 62% of respondents represented mobile game developers, and 38% represented non-gaming developers for various app categories, including entertainment, music, news, and others.
Taking AIM: Top 10 App Install Marketing Trends | Paul WestJessica Tams
Delivered at Casual Connect Europe 2016
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
Mobile Monetization Study: Making Sense of Use RateAdColony
How does modifying an app’s ad Use Rate affect revenue, DAU, session time, and overall monetization efficiency?
To find out, we studied trends of the top monetizing apps and the impact modifying Use Rate had for 3 of them. The results are available in our new white paper: Making Sense of Use Rate.
AdColony User Acquisition Survey - Q1 2015AdColony
Conducted semi-annually, the AdColony User Acquisition Survey gathers insights, benchmarks, and trends from the top 100 grossing app developers.
While many mobile user acquisition surveys poll publishers of varying successes, this survey features data from only the top grossing iOS and Android developers. These developers already know how to build high quality apps, and their UA teams drive an average of 500,000 paid installs per month.
So what are the top developers doing to acquire high quality users at scale? What is their user acquisition strategy, what are they most excited about, and what has been the most successful for them? The answer is video.
98% of respondents turn to video for mobile user acquisition, making it the channel of choice among top grossing publishers. Interstitials, Facebook display, and other display ads follow closely behind as the top tier choices.
According to the survey, 50% of performance advertisers are most excited about video as a UA channel this year, making video 2.3x more popular than social and 23x more popular than display.
Interestingly, while the majority of respondents who use video are excited about the format, only one fourth of advertisers using social are excited about it, suggesting a level of discontent with social channels as optimism shifts to video.
Mobile Monetization Study: Effects of BlacklistingAdColony
Blacklisting is defined as a publisher block that disallows particular brands or apps from advertising within that publisher’s apps.
Blacklists are typically created for one of two reasons: preventing inappropriate content from being seen users or preventing competing apps from appealing to high value users.
For instance, a publisher might blacklist a vodka ad in their apps that are popular among teens. Alternatively, a publisher of a match 3 puzzle game might block other puzzle games from running app install campaigns within their game.
When blacklisting is used to prevent potentially competing apps, ad demand sources are limited. This often leads to lower eCPMs for the app and lower overall ad revenue for the publisher.
Often, publishers are wary of removing or lessening blacklisting settings for fear of cannibalization of their user base if users install competing apps that are advertised.
To ascertain the validity of these concerns, this study examines the effect of removing blacklists via five unique case studies.
The rapid growth of mobile devices and applications have created a new economy around context and an active, captivated audience. However, an effective monetization strategy is critical to ensuring the survival, growth and financial success of your mobile applications.
View our webinar presentation to learn:
- What options you have for monetizing your audience
- What mobile rewards programs are and how they can help
- How you can implement a mobile rewards program in your apps
Speakers:
- Andrew Gerhart, Chief Operating Officer, AerServ
- Zach Redler, Sr. Director, Appsaholic
Did you know that only 1% of the app store makes money through ads? A major reason for this is a reliance on traditional banners and interstitial ads – ad formats that have lower eCPMs than newer, high-engagement formats.
Enter Rewarded Video ads where users can opt to watch a video in exchange for virtual goods or gifts within the app!
Rewarded video is seeing huge adoption within the game developer community with the added benefit that often encourages players to stay with a game longer than they might otherwise. And developers are seeing their CTRs and eCPMs increase 2-3x after integrating rewarded video ads. Also big brands and large publishers want to acquire users through video ads thus creating a massive demand pool.
Read this webinar to hear the latest insights from InMobi’s global experience increasing the value of monetization for game and app developers, specifically:
-How you can implement and monetize with Rewarded Video ads.
-What the right placements for your Rewarded Video ads are.
-How much money you can earn using Rewarded Video ads.
-How it works for different types of games and can it work for non-gaming apps? [Spoiler: Yes!]
-Reward management and the types of rewards that are effective.
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever-changing ecosystem better. The State of Mobile App Developers 2016 report is drawn from over 1000+ respondents across 155 countries.
InMobi Webinar - Maximizing monetization with InMobi Ad SDK400InMobi
As the world gets ready to come alive on iOS 7, get your iOS 7 apps ready for monetization with InMobi’s New Ad SDK 400. With several market leading capabilities, including 100% support for iOS7, InMobi’s new SDK can help you maximize revenues with advanced ad formats, free analytics and cross-promotion tools, and much more. Join us on this webinar for an interactive session to get an inside peek into what’s new in Ad SDK 400.
The Brand Marketer's Guide to Mobile Video ViewabilityInMobi
Today, mobile video is eating the world! With an increase in video viewing across connected devices, globally, by 2018, 64% of global online video views are expected to be on mobile. In such a scenario, mobile video ads are going to dominate the future of marketing. However, with mobile video advertising still in its nascent form, there are several challenges for the mobile advertising industry to collectively address in order to move forward. And key amongst these is the issue of mobile video viewability. In this PPT, you will understand:
What mobile video viewability really means
Global definitions of mobile video viewability
Viewability through independent measurement
What to look for when choosing the right viewability partner
Market in the Moment to Boost Consumer EngagementInMobi
Every brand marketer is convinced that mobile is central to a brand’s marketing strategy. However, till now marketers have had to be satisfied with guesswork when it comes to meeting marketing objectives and being truly relevant to consumers.
Move beyond hoping for tangible outcomes, and sign-up for this Webinar in order to learn -
-What moment marketing is and why it is important for your brands
-How you can succeed at meeting campaign objectives with moment marketing
-How you can take the uncertainty out of mobile marketing campaigns and enjoy guaranteed ROI for your mobile marketing investment.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
Boost Retention on Mobile and Keep Users Coming Back for More!InMobi
More than half of mobile app users today lose interest or uninstall within a week. In such a transient environment, the onus is on the app developer to ensure that active users continue to engage and dormant users re-engage with the app. But what steps do you need to take to achieve this? Well, the good thing is that mobile is one of the most measurable ecosystems in the world! Going beyond just app installs, deep dive into your in-app user data to measure and optimize for maximizing retention.
Download this slide to learn:
1. Importance of Mobile Retention
2. Insights into retention rates across different app categories in India
3. How to leverage tracking and attribution partners to boost user retention
4. Evolution of mobile retention from last click attribution to multi-touch attribution
The Future of Brand Marketing = In-App Mobile VideoInMobi
In-app mobile video usage is exploding as highlighted in the latest App Annie Market Index report. Nearly half of mobile video viewers can only (or mostly only) be reached in-app according to IAB. The recent SMOX MMA study with Coca-Cola, Walmart & Mastercard showed that mobile video can outperform cable television. Learn all about in-app mobile video in terms of vertical video, completion rates, viewability, true full-screen formats, rich interactive features, programmatic buying, and more.
Speaker:
Anne Frisbie
Senior Vice President, InMobi Exchange and Global Alliances
InMobi
Programmatically Speaking with InMobi and Rubicon ProjectInMobi
Programmatic advertising is the latest buzzword to have garnered a loyal following in the West. Learn about trends on programmatic ad spends across markets and get insights on its state in India. Watch the video @ https://youtu.be/DnehXULVDHc
MAU Vegas 2016 — Taking AIM: Top 10 App Install Marketing TrendsGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Acquisition Breakout Session — 11:20am - 11:40am
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
Bryan Buskas, Chief Customer Officer @ Adcolony
Taking AIM: Top 10 App Install Marketing Trends in 2017 | Paul WestJessica Tams
Delivered at Casual Connect Europe 2017. With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Join us for a preview of 2017 and see what’s working for the top 100 mobile marketers — and what isn’t — during this data-packed session revealing insights from the latest App Install Marketing Survey.
Did you know that only 1% of the app store makes money through ads? A major reason for this is a reliance on traditional banners and interstitial ads – ad formats that have lower eCPMs than newer, high-engagement formats.
Enter Rewarded Video ads where users can opt to watch a video in exchange for virtual goods or gifts within the app!
Rewarded video is seeing huge adoption within the game developer community with the added benefit that often encourages players to stay with a game longer than they might otherwise. And developers are seeing their CTRs and eCPMs increase 2-3x after integrating rewarded video ads. Also big brands and large publishers want to acquire users through video ads thus creating a massive demand pool.
Read this webinar to hear the latest insights from InMobi’s global experience increasing the value of monetization for game and app developers, specifically:
-How you can implement and monetize with Rewarded Video ads.
-What the right placements for your Rewarded Video ads are.
-How much money you can earn using Rewarded Video ads.
-How it works for different types of games and can it work for non-gaming apps? [Spoiler: Yes!]
-Reward management and the types of rewards that are effective.
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever-changing ecosystem better. The State of Mobile App Developers 2016 report is drawn from over 1000+ respondents across 155 countries.
InMobi Webinar - Maximizing monetization with InMobi Ad SDK400InMobi
As the world gets ready to come alive on iOS 7, get your iOS 7 apps ready for monetization with InMobi’s New Ad SDK 400. With several market leading capabilities, including 100% support for iOS7, InMobi’s new SDK can help you maximize revenues with advanced ad formats, free analytics and cross-promotion tools, and much more. Join us on this webinar for an interactive session to get an inside peek into what’s new in Ad SDK 400.
The Brand Marketer's Guide to Mobile Video ViewabilityInMobi
Today, mobile video is eating the world! With an increase in video viewing across connected devices, globally, by 2018, 64% of global online video views are expected to be on mobile. In such a scenario, mobile video ads are going to dominate the future of marketing. However, with mobile video advertising still in its nascent form, there are several challenges for the mobile advertising industry to collectively address in order to move forward. And key amongst these is the issue of mobile video viewability. In this PPT, you will understand:
What mobile video viewability really means
Global definitions of mobile video viewability
Viewability through independent measurement
What to look for when choosing the right viewability partner
Market in the Moment to Boost Consumer EngagementInMobi
Every brand marketer is convinced that mobile is central to a brand’s marketing strategy. However, till now marketers have had to be satisfied with guesswork when it comes to meeting marketing objectives and being truly relevant to consumers.
Move beyond hoping for tangible outcomes, and sign-up for this Webinar in order to learn -
-What moment marketing is and why it is important for your brands
-How you can succeed at meeting campaign objectives with moment marketing
-How you can take the uncertainty out of mobile marketing campaigns and enjoy guaranteed ROI for your mobile marketing investment.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
Boost Retention on Mobile and Keep Users Coming Back for More!InMobi
More than half of mobile app users today lose interest or uninstall within a week. In such a transient environment, the onus is on the app developer to ensure that active users continue to engage and dormant users re-engage with the app. But what steps do you need to take to achieve this? Well, the good thing is that mobile is one of the most measurable ecosystems in the world! Going beyond just app installs, deep dive into your in-app user data to measure and optimize for maximizing retention.
Download this slide to learn:
1. Importance of Mobile Retention
2. Insights into retention rates across different app categories in India
3. How to leverage tracking and attribution partners to boost user retention
4. Evolution of mobile retention from last click attribution to multi-touch attribution
The Future of Brand Marketing = In-App Mobile VideoInMobi
In-app mobile video usage is exploding as highlighted in the latest App Annie Market Index report. Nearly half of mobile video viewers can only (or mostly only) be reached in-app according to IAB. The recent SMOX MMA study with Coca-Cola, Walmart & Mastercard showed that mobile video can outperform cable television. Learn all about in-app mobile video in terms of vertical video, completion rates, viewability, true full-screen formats, rich interactive features, programmatic buying, and more.
Speaker:
Anne Frisbie
Senior Vice President, InMobi Exchange and Global Alliances
InMobi
Programmatically Speaking with InMobi and Rubicon ProjectInMobi
Programmatic advertising is the latest buzzword to have garnered a loyal following in the West. Learn about trends on programmatic ad spends across markets and get insights on its state in India. Watch the video @ https://youtu.be/DnehXULVDHc
MAU Vegas 2016 — Taking AIM: Top 10 App Install Marketing TrendsGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Acquisition Breakout Session — 11:20am - 11:40am
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
Bryan Buskas, Chief Customer Officer @ Adcolony
Taking AIM: Top 10 App Install Marketing Trends in 2017 | Paul WestJessica Tams
Delivered at Casual Connect Europe 2017. With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Join us for a preview of 2017 and see what’s working for the top 100 mobile marketers — and what isn’t — during this data-packed session revealing insights from the latest App Install Marketing Survey.
Adap.tv will present the findings of our State of the Industry survey, drawing on the most influential leaders in digital advertising to offer their assessment of agency efficiency and their evolving role in the creative process.
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...AppLift
From PG Connects London 2015: Learn how you can leverage TV to build a brand and deliver ROI on ad spend. If you have any questions please contact Michael Puriz via email mp@applift.com
Digital Content NewFronts: Video Ad Spend Study 2014Ho Nguyen
The survey of 297 buy-side executives conducted by the research firm Advertiser Perceptions uncovered a prevailing optimism around digital video, with nearly two-thirds of advertisers (65%) anticipating that they will spend more on digital video advertising in the next year than they did in 2013. This comes in contrast to TV advertising, with two-thirds of respondents saying that they will help pay for their digital video increases by shifting funds from television. Additionally, almost half (48%) of respondents think the increase in their digital video spend will be backed in part by an overall expansion in ad budgets.
ValueClick Media's Director of Video Strategy, Dan Alexander, offers four tips for cross-platform marketers to maximize their digital video ROI. Before digital video, TV was one of the few visual mediums where advertisers knew that when they bought air time, they were getting a specific audience, at a precise time, for a determined spend. While navigating the current video landscape can be unnerving for both traditional and digital marketers – often unsure of what they are getting in return for their time and spend – digital video is where top brands are progressively allocating their advertising budgets.
Now is the time to grow your video comfort zone to meet increasing demand. Learn the 4 essential questions to ask your video ad provider.
Nitrodroid is an App Developer Conference held in goa on Oct 26th this year. At the second season of Goa’s largest app conference, Amarnath (Product Manager at AdIQuity) exposed the benefits of Mobile Advertisement and he also helped app developers with their app monetization queries.
2. The Semi-Annual AdColony App Install Survey
Insights, benchmarks and trends from the top 100 grossing app developers
2
#5 5th Iteration Over 3 Years
100 Detailed Questions
60% Survey Response Rate
78% Mobile Game Developers
22%
Non-Game App Developers
(e.g. entertainment, music, news)
$1M+ Total Monthly App Install Budget
FORMAT & DATA RESPONDENT PROFILE
3. State of the Market
Top trends from the top mobile app marketers
4. App Install Budget Allocation
What % of your budget do you allocate to each app
install channel you currently use?
4
Social and video ads dominate the majority of
app install budget allocation for top grossing
publishers.
5%
11%
15%
34%35%
Social
Video
Display
Interstitial
Other
5. Top 5 Campaign Trends
App install budgets continue to increase driven by growth in mobile video & global campaigns.
5
Increase Spend Testing New Channels More Video More Geos Partner Consolidation
68%68%
76%
78%
81%
61%59%
52%
63%
72%
1H '15 2H '15 Trend Δ
More Video + 24 pts
Testing New Channels + 15 pts
Increase Spend + 9 pts
More Geos + 9 pts
Partner Consolidation + 7 pts
7. Social Spend Plateaus as Competition Grows
Fewer advertisers are planning to increase spend on social as competition increases.
7
44%
54%
72%
76%
80%
1H '13 2H '13 1H '14 1H '15 2H '15
Advertisers Increasing Spend on Social Total Advertisers on Facebook
2 M
1.5 M
1 M
2013 2014 2015
8. 7%
17%
76%
Shifting to Video
Top 3 Performing Segments in 2015
App install budgets continue to shift toward video, social, and programmatic.
8
Agree Neutral Disagree
31%
42%
27%
Shifting to ProgrammaticShifting to Social
19%
37%
44%
9. Campaign Shifts in 2015
Compared to last year, my app install campaigns have increased in ______, or shifted more toward ______.
9
Video Social Programmatic Direct Deals Interstital Display Free App Network Offer Walls
Agree Neutral Disagree
10. The shift toward mobile video
is accelerating with 24.1% more
respondents stating that they
have increased mobile video
spend since earlier in the year.
Focus on Video is Accelerating
App install teams continue to rely on mobile video more than ever before
10
7%
41% 52%
1H 2015
7%
17%
76%
2H 2015
Increase
Maintain
Decrease
11. Most single person UA teams
have grown to 2-3 members
since Q1 2015.
Many 4-10 person teams have
grown to 10+ since Q1 2015.
App Install Teams Continue to Grow in Size
Teams of 10+ have doubled in the last 6 months at the expense of smaller single person teams
11
1 2-5 6-10 10+
18%18%
58%
5%
9%
20%
48%
24% 1H 15 2H 15
13. 97%97%
92%92%
86%
53%
49%
44%
36%
29%
24%22%
19%
10%10%
Top App Install Formats by Usage
Video, display, and interstitials lead the way
13
Print Free App Networks Television Native Ads Interstitials
Out of Home Playable Ads Direct Deals In-Feed Video In-Feed Display
Offer Walls Cross Promo Programmatic Display / Banners Full Screen Video
14. 44%
20%
10%
8%
5%5%
Most Exciting App Install Formats
Which UA channel are you most excited about in 2016?
14
Display Interstitials Playable Ads Television Social Video
15. 93%
88%
76%
59%
36%
32%31%
27%25%
20%
12%
9%7%5%
Most Effective App Install Formats
How effective are each of the following app install channels at
achieving your campaign goals?
15
Other Offer Walls Television Native Programmatic Interstitials In-Feed Display
Free App Network Playable Cross Promo Direct Deals Display / Banners In-Feed Video Video Ads
16. App Install Sources over Time
Video, display, and interstitials lead the way as native ads and programmatic emerge
16
Tried & True 1H ‘13 2H ‘13 1H ‘14 1H ‘15 2H ‘15
Video Ads 100% 100% 100% 98% 97%
In-Feed Display 68% 94% 92% 96% 97%
Interstitials 100% 83% 90% 96% 92%
Display/Banners 89% 86% 86% 93% 92%
Up & Coming 1H ‘13 2H ‘13 1H ‘14 1H ‘15 2H ‘15
In-Feed Video 69% 52% 86%
Native Ads 53%
Programmatic 49%
Declining 1H ‘13 2H ‘13 1H ‘14 1H ‘15 2H ‘15
Direct Deals 63% 72% 59% 54% 44%
Playable Ads 24%
Free App Networks 95% 64% 35% 41% 22%
Offer Walls 100% 64% 47% 54% 19%
Traditional 1H ‘13 2H ‘13 1H ‘14 1H ‘15 2H ‘15
Television 22% 35% 36%
Out of Home 6% 15% 10%
Print 0% 0% 2% 7% 10%
17. Format and Channel Usage over Time
Full screen video, in-feed video, television and interstitials lead the way while in-feed, native, programmatic, and
playable ads emerge
17
1H '13 2H '13 1H '14 1H '15 2H '15
Traditional
television, out of home, print
Up & Comers
in-feed video, native ads,
programmatic, playable ads
Decliners
direct deals, free app networks,
offer walls
Tried & True
full screen video, in-feed display,
interstitial display & banners
18. Emerging Mobile App Install Channels
Native, playable & programmatic ads emerge and grow while in-feed video continues to grow
18
Playable Ads
Programmatic
Native Ads
In-Feed Video
2H '15
86%
53%
49%
24%
20. The Demise of Incentivized
Incentivized installs fall out of favor as advertisers continue to focus most on user quality
20
1H '13 2H '13 1H '14 1H '15 2H '15
19%
54%
47%
64%
100%
22%
41%
35%
64%
95%
Free App Networks
Offer Walls
22. Targeting
Which targeting parameters are most important & maximize the performance of your app install campaigns?
22
OS Geography Hashed Source Device Type Audience Source App Age Gender Connection Carrier
Key Requirement Nice to Have Not Required
23. Targeting Level of Service Price Volume Quality
Most Very Somewhat LeastTop User Acquisition KPIs
User quality is more important than ever before.
23
24. Retargeting Campaigns
Retargeting campaigns continue to have mixed results
24
Retargeting Campaign Use
1H 2015 2H 2015
68%
70%
1H 2015 2H 2015
How effective are your retargeting campaigns?
Very Ineffective Ineffective Neutral Effective Very Effective
5%
36%36%
18%
5%
9%
34%34%
19%
3%
25. Look-alike Campaigns
Look-alike campaigns continue to be both popular and effective at achieving app install goals
25
Look-alike Campaign Use
1H 2015 2H 2015
93%
89%
1H 2015 2H 2015
How effective are your look-alike campaigns?
Very Ineffective Ineffective Neutral Effective Very Effective
44%
38%
15%
4%
46%
32%
4%
15%
2%
27. Frequent Campaign Optimization
How often does your team review app install campaign
results and optimize accordingly?
27
95% of app install teams optimize their
campaigns multiple times a week, if not every
single day.
5%
22%
32%
42%
Every Day
Multiple Times a Week
Every Week
Less than Once a Week
28. Campaign Optimization Frequency
Top grossing developers are optimizing campaigns more frequently than ever before
28
Weekly or Less Every Few Days Daily
42%
32%
27%
30%
41%
28%
1H ‘15 2H ‘15
29. 20%
80%
Yes No
Do you localize creative for your UA campaigns?
UA Campaign Localization
29
12% 12%
37%39%
How many countries do you localize for?
< 5 5 - 10 11 - 15 16 +
31. 44%
20%
10%
8%
5%5%
Most Exciting App Install Formats
Which UA channel are you most excited about in 2016?
31
Display Interstitials Playable Ads Television Social Video
32. Campaign Trend Forecast
As budgets shift to video, social steadily declines.
32
Increase Spend Testing Channels Increase Reach More Video More Social
1H '13 2H '13 1H '14 1H '15 2H '15 ’16 Forecast
33. Top Campaign Trends in 2016
App install budgets continue to increase driven by growth in mobile video & global campaigns.
33
Increase Spend Testing New Channels More Video More Geos Partner Consolidation
64%
73%73%
76%
90%
68%68%
76%
78%
81%
61%59%
52%
63%
72%
1H '15 2H '15 2016
34. 2016 Top App Install Trends
Where app install advertisers plan to shift their campaigns in 2016.
34
Increase Spend Testing Channels Increase Reach Video Fewer Partners Focus on LTV Social Direct Deals Television Programmatic
32%
36%37%
47%
51%
64%
73%73%
76%
90%
35. Free App Network Offer Walls Display Interstital Programmatic Direct Deals Social Video
73%
47%
37%
32%
27%
14%
3%3%
76%
44%
22%
27%
14%
3%2%2%
52%
54%
15%
13%
4%4%
2%
2016 Top App Install Trend Forecast
Where app install advertisers plan to shift their campaigns in 2016.
35
1H 2015
2H 2015
2016 Forecast
36. While CPI remains important,
more advertisers are shifting
their focus to acquiring high
value users to improve overall
return on ad spend
The Cost of a User: CPI versus Lifetime Value
App install teams will continue to be more focused on customer lifetime value than cost in 2016
36
19%
47%
34%
CPI
7%
42%
51%
LTV
More Focused
No Change
Less Focused