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Fall 2017
App Install Marketing Survey
2
#8
8th iteration of the survey since 2013
Source: AdColony App Install Marketing Survey — Fall 2017
Insights, benchmarks and trends from the top 100 grossing app developers
The Semi-Annual AdColony App Install Survey
100+ 71% 81% 19% $1M+
Detailed questions on app install trends
Survey response rate in 3 weeks
Mobile game developers
Non-gaming mobile developers
Total monthly app install budget
3
Where were the survey respondents from?
Geographic Distribution
20%
26%
54%
EMEA
North America
APAC
Source: AdColony App Install Marketing Survey — Fall 2017
State of the MarketTop app install marketing trends
5Source: AdColony App Install Marketing Survey — Fall 2017
Compared to last year, my UA campaigns have increased in or moved more toward _______ in 2017.
The Winners: Top Campaign Shifts in 2017
Spend Video Reach New Channels CLV Social CPI
Disagree Agree
6Source: AdColony App Install Marketing Survey — Fall 2017
Video accounts for 57% of all app install spend.
App Install Budget Allocation1%1%2%2%
2%2%
4%
5%
2%
7%
7%
8%
1% 21%
8%
27%
Video — in-feed
Video — full-screen
Video — social
Video — television
Print, radio, & outdoor
Other
Display — social
Display — interstitial
Display — banner
Display — rich media
Native ads
Playables
Free app networks
Cross promo
Offer walls
Influencer
7Source: AdColony App Install Marketing Survey — Fall 2017
Over half of top UA teams have 6 or more members.
App Install Teams Are Growing
28%
23% 16%
24%
9%
2 — 3
1 ( just me)
4 — 5
6 — 9
10 +
Q3 '16 Q1 '17 Q4 '17
28%
23%
8%
10+ Person Teams Over TimeTypical UA Team Size
8Source: AdColony App Install Marketing Survey — Fall 2017
On average, advertisers localize for 6 languages and optimize campaigns 5 times per week.
App Install Teams are Busy
4%
22%
18%
13%
15%
29%
Language Localization Campaign Optimization Frequency
5%
22%
35%
24%
14%
2 - 3
1
4 - 5
10 - 19
6 - 9
20 - 29
Every day
Multiple times daily
Every few days
Less than weekly
Once a week
9Source: AdColony App Install Marketing Survey — Fall 2017
Compared to last year, my UA campaigns have increased in or moved more toward _______ in 2017.
The Losers: Campaign Trends Falling Out of Favor
Display Free App Networks Television Out of Home Print Radio
Disagree Agree
Top App Install FormatsUsage, effectiveness, & spend
11Source: AdColony App Install Marketing Survey — Fall 2017
Video leads the way while playables surpass native & in-feed units.
Top App Install Formats by Usage
98%91%
79%79%74%
69%
58%53%
46%39%
32%30%30%
21%
11%
Print, Radio, & Outdoor Influencer Rich media Playables Interstitial display
Television Free App Networks Native ads Social display Social video
Cross promo Offer Walls In-feed video Banner display Full-screen video
12Source: AdColony App Install Marketing Survey — Fall 2017
Full-screen video and social video tower over all other app install channels.
App Install Budget Allocation by Channel
30%
24%
8%7%6%5%4%3%3%3%2%2%2%1%1%0%0%0%
Print Other Offer walls Influencer Interstitial Display Social display
Outdoor Television Free App Native ads Playables Social video
Radio Cross Promo Rich Media Banner Display In-Feed Video Full-screen video
13Source: AdColony App Install Marketing Survey — Fall 2017
Share of advertisers awarding top 2 box responses regarding channel effectiveness at achieving campaign objectives.
Most Effective App Install Formats
82%77%
55%
45%39%
30%25%
20%18%16%15%15%13%13%10%
Banner display Offer walls Free app networks Native ads Social display
Print Rich media display Cross promotion Playable ads Full-screen video
Radio Interstitial display Influencer campaigns In-feed video Social video
14Source: AdColony App Install Marketing Survey — Fall 2017
As more advertisers find success with playable ads, test budgets continue to increase.
The Rise of Playables
Budget Excitement Effectiveness Usage
69%71%
46%
6%
64%
51%
45%
4%
33%33%
25%
2%
Q3 ‘16 Q1 ‘17 Q4 ‘17
15Source: AdColony App Install Marketing Survey — Fall 2017
46% of app install marketers are most excited about playable ads in 2018.
Advertiser Excitement
46%
26%
13%
6%4%
2%2%2%
Social video
Full-screen video
In-feed video
Cross promo
Native ads
Rich media
Social display
Playable ads
Targeting & KPIsWhat matters to top advertisers
Source: AdColony App Install Marketing Survey — Fall 2017 17
User quality & level of service remain top concerns as volume, price, & targeting fall slightly.
Top User Acquisition KPIs
Somewhat important
Not important at all
Moderately important
Very important
Most important
User Quality Level of Service Volume Price Targeting
18Source: AdColony App Install Marketing Survey — Fall 2017
NA advertisers care most about IAP while EMEA & APAC advertisers care most about retention.
Leading Indicators of High Quality Users By Region
NA
74%
82%
26%21%
15%15%
6%
Retention
In-app purchase
Tutorial completion
Session time
Positive user review
Friend invitation sent
Social login
EMEA
100%
81%
44%
31%
13%6%6%
APAC
100%
67%
25%25%
17%
0%
8%
Source: AdColony App Install Marketing Survey — Fall 2017 19
Considered more effective than retargeting, look-alike modeling is utilized by 91% of top advertisers.
Finding Quality Users: Look-Alike vs Retargeting
Look-Alike Modeling Retargeting
9%2%
5%
8%
26%31%
20%
29%
2%
5%
5%
18%
22%
15%
5%
Completely effective
Mostly effective
Somewhat effective
Neutral
Somewhat ineffective
Mostly ineffective
Completely ineffective
N/A (don’t use)
Gaming Advertisers
100%
22%25%
17%17%11%
3%
20
No matter the app genre, top app install marketers rely on CPI.
Outcomes-Oriented Pricing Models Dominate
Source: AdColony App Install Marketing Survey — Fall 2017
CPI
CPA
CPM
CPC
CPE
CPCV
CPL
Non-Gaming Advertisers
100%
47%
13%13%13%13%
0%
Thank you!