#MAUVEGAS @bbuskas @AdColony
1
Taking AIM: Top 10 App Install Marketing Trends
Which app install tactics are really working in 2017, and 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 a sneak peek of the results from AdColony’s
7th app install survey (Spring 2017)
#MAUVEGAS @bbuskas @AdColony
TAKING AIM: TOP 10 APP INSTALL MARKETING TRENDS
AdColony, a division of Opera Software ASA (OPERA.OL), is one of the
largest mobile advertising platforms in the world reaching 1.5B+ monthly
active users and is trusted by global Fortune 500 brands and performance
advertisers. With the 2nd largest SDK penetration of the Top 1000 apps on iOS and
Android, we focus on high impact full screen experiences that engage
users, drive results for advertisers, and monetize publishers.
B R YA N B U S K A S CHIEF CUSTOMER OFFICER
App Install Marketing SurveySpring 2017
#MAUVEGAS
#7
7th iteration of the survey since 2013
Insights, benchmarks and trends from the top 100 grossing app developers
The AdColony Semi-Annual App Install Survey
100+ 70% 75% 25% $1M+
Detailed questions on app install trends
Survey response rate over 3 weeks
Mobile game developers
Non-gaming mobile developers
Total monthly app install budget
#MAUVEGAS
Compared to 2016, my campaigns have increased in or shifted toward _____.
Top App Install Campaign Trends in 2017
Budget Video More geos New channels CPI LTV
Disagree Agree
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
App Install Teams Are Growing…Rapidly!
23%
23%
23%
24%
8%
2 — 3
1 ( just me)
4 — 5
6 — 9
10 +
Q3 '16 Q1 '17
23%
8%
10+ Person Teams Over TimeTypical UA Team Size
User acquisition team size is increasing, especially at the largest publishers
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
Large scale localization and optimizations every day of the week
App Install Teams are Busy…Very Busy!
4%4%
21%
16%
17%
11%
27%2 - 3
1
4 - 5
10 - 19
6 - 9
20 - 29
30+
Language Localization Campaign Optimization Frequency
8%
17%
25%
41%
8%
Every day
Multiple times daily
Every few days
Less than weekly
Once a week
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
Compared to 2016, my campaigns have increased in or shifted toward _____.
Worst App Install Campaign Trends in 2017
Television App networks Offer walls Out of home Radio Print
Disagree Agree
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
Performance advertisers are shifting from TV in favor of mobile and more measurable formats
Lack of Performance in Television?
Q3 2016 Q1 2017
1.4%
2.6%
Budget Allocation
Q3 2016 Q1 2017
14%
29%
Effectiveness CPM Pricing
Q3 2016 Q1 2017
13%
17%
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
Video accounts for 50% of all app install spend
App Install Budget Allocation4%2%2%
2%4%
4%
11%
9%
11% 1%
16%
7%
25%
Video — in-feed
Video — full-screen
Video — social
Video — television
Display — full-screen
Display — banner
Display — social
Influencer
Native
Cross promotion
Print, radio, & outdoor
Other
Playable
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
Playables and video account for 86% of all responses of the highest potential format
Playables & Video Drive Advertiser Excitement
45%
22%
18%
4%4%2%2%2%
Social video
Full-screen video
Native ads
In-feed video
Cross promo
Rich media
Offer walls
Playable ads
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
Advertisers are shifting focus to more interactive ad formats like playables
The Growth of Playables and Trends of Interactivity
Q3 2016 Q1 2017
64%
33%
Use Rate
Q3 2016 Q1 2017
4%
2%
Budget Allocation
Source: AdColony App Install Marketing Survey — Spring 2017
Interactive Video (new)
#MAUVEGAS
How Is Each Format Evolving in 2017?H
igh
Use
Low
Use
More EffectiveLess Effective
Video — in-feed
Video — full-screen
Video — social
Video — television
Display — interstitial
Display — rich media
Display — banner
Playable
Native
Influencer
Radio
Display — social
Outdoor
Cross promo
Testing new
formats
Source: AdColony App Install Marketing Survey — Spring 2017
#MAUVEGAS
What window do you use for view-through attribution?
View-Through Attribution
15%
1%
18%
1%1%
54%
6%3%
12 hours
1 hour
24 hours
3 days
2 days
7 days
14 days
Not applicable
Source: AdColony App Install Marketing Survey — Spring 2017
Thank You
