26
HOW MUCH DOES MOBILE AD CAMPAIGN COST?
We are pleased to introduce Clickky’s CPI Index, which shows the research of market demand on cost-per-install base. You can use the research data:
Clickky’s CPI Index September‘16 2
Clickky’s CPI Index September’16 overview reveals accumulated data from 389,581 Android and 217,776 iOS mobile ad campaigns and shows the bidden CPI’s for 5 regions, 18+ countries, non-incentive traffic and different categories.
when planning your mobile ad campaign: determining a budget, choosing geos and defining a cost per install;
when being a publisher and starting to get money from your mobile traffic: you can find out what categories and targeted countries will bring you more;
when making a mobile market overview.
According to the data revealed, the cost of app installs for iOS and Android varied greatly for different countries. USA, Canada and United Kingdom had the highest average cost per mobile iOS app install. Compared to August, there is some growth for both OS except Brazil and Mexico. In September figures, the lower per install spendings in Latin America are seen. The most significant absolute indicator was discovered for Argentina and Indonesia (-$0.26, iOS).
Clickky’s CPI Index September‘16 3
Average CPI by country September’16
The analysis shows general market statistics for the previous month. The data below (average CPI by country in September’16) also shows changes of CPI compared to August’16. All the graphs below are based on Clickky’s advertising campaign data.
NORTH AMERICA
USACanada
EMEA
GermanyUnited KingdomFranceSpainItalyTurkeyUAERussiaEgyptIsrael
LATAM
BrazilMexicoArgentina
SEA
Indonesia
APAC
JapanSouth KoreaIndiaChina
Now we’ll take a closer look at the way app categories influenced CPI in different countries:
Clickky’s CPI Index September‘16 4
Clickky’s CPI Index September‘16 5
NORTH AMERICAAverage payout (Android and iOS CPI comparison for non-incentive ads) in the United States
In September, the advertisers in the United States could have faced an increased spending for an ad campaign compared to August in case their apps belonged to Finance, Productivity and Entertainment categories for iOS. The cost per install for these categories for Android users was much lower. Marketing costs for the iOS apps promotion in the USA have grown noticeably higher in September than their Android counterparts. Android CPI for Health & Fitness has grown two times up to $0.36 but still remains the less expensive among all Android categories in the USA as it was in August.
Clickky’s CPI Index September‘16 6
NORTH AMERICAAverage payout (Android and iOS CPI comparison for non-incentive ads) in Canada
In case an advertiser with a Health & Fitness app is interested in North America users, he notices the almost equal CPI for both OS in the US and Canada. On the contrary, the September cost per install for iOS Productivity rose to an all-time high of $1.32, nearly 230 percent more than August. North America users usually have above-average CPI, and publishers can earn more by placing ads with USA and Canada targeting.
Clickky’s CPI Index September‘16 7
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in Germany
In Germany, Android users for Business category need more spending compared to iOS. For Education and Finance Android CPI is slightly higher than that one for iOS, and the difference is insignificant for large traffic volumes. On the contrary, the iOS CPI is twice more higher than Android one for Entertainment, Games, News & Magazines, Productivity and Social apps.
Clickky’s CPI Index September‘16 8
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in the UK
For the recent 5 months, Business category in the UK made TOP 1 with the highest Android cost per install while Games made TOP 1 with the highest CPI for iOS. In September figures, in the UK the Business category required the highest CPI for both Android and iOS, and if UK users have the same ARPU as Israel or Italy users, you’d better remove United Kingdom out of the list of targeted countries (if you’re an advertiser). For publishers it’s better to work with Business, Productivity, Games and Entertainment apps.
Clickky’s CPI Index September‘16 9
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in France
For Entertainment, Games, Health & Fitness, Medical and Productivity in France, iOS CPI was more than twice as high as one for Android for two months in a row. For the first time in 2 months, Finance category apps showed the excess of iOS CPI over the Android one: in July, Android CPI was almost twice higher than one for iOS. Advertisers still have to pay low enough to promote Health & Fitness apps — it has been the cheapest category for both OS, the same as in July and August. iOS CPI for Shopping, Social and Travel & Local remain relatively stable in Q3, while Android CPI varies from month to month.
Clickky’s CPI Index September‘16 10
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in Spain
In September, Productivity category in Spain had an extremely large gap between Android and iOS CPI. In Spain, Android has an extremely low install cost compared to iOS, and the average payout for Android apps in Spain has also dropped down significantly in comparison to the data we collected in August.
Clickky’s CPI Index September‘16 11
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in Italy
In Italy, Games lost its position as the most expensive category for iOS, which it kept for five months in a row before. Advertisers with Finance app and iOS EMEA targeting have to keep in mind the enormous high CPI of $1.4 compared to the average range of this category in EMEA between $0.2-$0.8.
Clickky’s CPI Index September‘16 12
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in Turkey
In Turkey, Android apps in Lifestyle category show the highest CPI, and it keeps its positions since May. There are no payouts exceeding $1 in Turkey as it is in other considered EMEA countries below.
Clickky’s CPI Index September‘16 13
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in the UAE
Publishers with UAE visitors could have got more if they placed mobile ads of the Travel & Local iOS apps. Finance, News & Magazines, Productivity and Travel & Local categories in the UAE had a large gap between Android and iOS CPI.
Clickky’s CPI Index September‘16 14
EMEAAverage payout (Android and iOS CPI comparison for non-incent ads) in Israel
In September, advertisers with Games, Travel & Local, Lifestyle and Health & Fitness apps needed more investments on Israel iOS users: e.g. CPI for iOS was almost 7 times higher than one for Android in Health & Fitness category.
Clickky’s CPI Index September‘16 15
EMEAAverage payout (Android and iOS CPI comparison for non-incent ads) in Egypt
There are categories in Egypt with higher iOS CPI, except for Business and Games categories that show higher Android figures. News and Magazines with the iOS CPI going up to $0.7 is the most expensive category in Egypt. Compared to other EMEA countries, there is no significant difference between Games Android and iOS CPI in Egypt and Turkey.
Clickky’s CPI Index September‘16 16
EMEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in Russia
In September, Health & Fitness category in Russia had an extremely large gap between Android and iOS CPI.
Clickky’s CPI Index September‘16 17
LATAMAverage payout (Android and iOS CPI comparison for non-incentive ads) in Brazil
Compared to August, the overall trend in LatAm is that CPI growth rate is in decline for Business and Finance categories. Last month Brazil showed the highest CPI rates of $2.00+ for Business category (Android) and Finance category (iOS) throughout all considered countries. In September, News & Magazines showed the highest iOS CPI rates. Contrary to other LatAm countries mentioned above, Business category in Brazil has no comparable data.
Clickky’s CPI Index September‘16 18
LATAMAverage payout (Android and iOS CPI comparison for non-incentive ads) in Mexico
In Mexico, Lifestyle was the most expensive Android category and Shopping was the most expensive on iOS.
Clickky’s CPI Index September‘16 19
LATAMAverage payout (Android and iOS CPI comparison for non-incentive ads) in Argentina
In Argentina, cost per iOS download has also dropped for all categories. There was a great dispersion between Android and iOS CPI. Similar to Brazil, News & Magazines was the most expensive iOS category in Argentina with the CPI rates up to $0.7.
Clickky’s CPI Index September‘16 20
SEAAverage payout (Android and iOS CPI comparison for non-incentive ads) in Indonesia
In Indonesia, advertisers were ready to pay more for Android Business category. Business with CPI making it up to $1.00 was the most expensive Android category; though there was a significant difference between Business CPI on Android and iOS. Finance with CPI making it up to $0.75 was the most expensive iOS category, as it was in August.
Clickky’s CPI Index September‘16 21
APACAverage payout (Android and iOS CPI comparison for non-incentive ads) in Japan
In Japan, most of the categories had higher CPI on iOS, with the exception of Business, Education and Social that had higher Android CPI while prices for Social category were almost equal. With Android CPI going up to $1.4, Social was the most expensive category in Japan compared to the countries listed above.
Clickky’s CPI Index September‘16 22
APACAverage payout (Android and iOS CPI comparison for non-incentive ads) in South Korea
In South Korea, CPI in Education category was the only category with the Android CPI higher than iOS one for 3 months in a row.
Clickky’s CPI Index September‘16 23
APACAverage payout (Android and iOS CPI comparison for non-incentive ads) in India
There was a significant difference between iOS and Android CPI in Business category in India. Business also turned out to be the most expensive category for Android throughout all APAC countries.
Clickky’s CPI Index September‘16 24
APACAverage payout (Android and iOS CPI comparison for non-incentive ads) in China
In China, all categories showed higher CPI for iOS than Android. The most expensive categories for iOS were Games ($1.00+) and Entertainment ($0.90).
Clickky’s CPI Index September‘16 25
CONCLUSIONS
The monthly CPI Index keeps varying through all countries considered.
Compared to August, there is some growth for both OS, except in Brazil and Mexico.
Even within one region, CPI in each category varies greatly for different countries. For instance, in APAC countries Android Business CPI makes up $1.69 in India and $0.32 in South Korea. In LatAm countries, iOS Finance CPI makes up $0.18 in Argentina and $0.53 in Mexico.
Within each country, there is a great difference in CPI between platforms for some categories. You can find CPI for Productivity of $0.07 for Android and $0.48 for iOS in Brazil.
Geo location, app category and OS remain the key factors that affect CPI.
1
2
3
4
5
Сlickky is a leading platform for mobile user acquisition and traffic monetization. The platform offers a wide variety of solutions, tailored to the needs of mobile publishers. Clickky ensures easy integration and high eCPM rates. Its user-friendly interface enables publishers to reduce the number of actions required to launch ad campaigns. Clickky has 5 offices in the United States, Israel, Ukraine and Russia. With the primary focus on mobile traffic monetization, we operate worldwide, delivering offers from more than 120 different countries, and our team has grown to 90 professionals.
In 2016, Clickky made TOP- 5 among advertising and marketing companies and TOP -3 among mobile ad-tech companies in the Inc.5000 Europe ranking. At H1, 2016, Clickky made TOP 20 in iOS non-gaming Retention score posted by AppsFlyer.
Clickky’s CPI Index September‘16 26
CONCLUSIONS
clickky.biz
