Mobile Marketing Trends

The Good, The Bad, and the Ugly of Social App Install Ads

Every day, there are 3.2 billion interactions on Facebook, half a billion tweets and 70 million Instagram photos posted. This means that if you want to reach an audience of mobile users for your app, it’s becoming increasingly important to have a presence on social media. Yet, with so much competition in the app stores, simply having a Facebook page for your app or tweeting your latest updates might not be enough.

Any great UA strategy incorporates a few different channels. The app install ad becoming a staple channel for many developers. Facebook, Twitter, and now Instagram all offer similar advertising options for developers in the form of app install ads. These ads are effective, but by no means cheap. Many developers will only have room in their budgets to promote their app on one network.

For this reason, we’ve laid out the good, the bad, and the ugly of each, so that you can make an informed choice on which one is right for you.

Leveraging App Bundles To Increase Your Bottom Line

Last year, with the release of iOS8, Apple added App Bundles, a new way to (hopefully) increase revenue by bundling together apps and selling them at a discount.

In theory, App Bundles looked like a super simple way to increase revenue. After all, who wouldn’t want to get more apps for less money (per app), right?

A year in, we can see that App Bundles can be great, if you can leverage them properly. Armed with data, let’s take a look how you can do that.

appsfigures conducted an analysis of App Bundles in 2014 that showed some impressive growth numbers, so lets start by analyzing the existing landscape and comparing it to last year.

앱의 미래와 모바일 게이트웨이의 시대

7년전 애플의 앱 스토어가 출시된 이후로 모바일 앱 생태계는 견고하고도 지속적인 성장을 이어갔습니다. 물론 그와 관련된 프로덕트와 마케팅 역시 성장하게 되었죠. 앱 스토어가 출시되고 얼마 지나지 않아서 이 새로운 공간은 “땅따먹기”와 같이 공간을 차지하면 이득을 볼 수 있는 회사들의 놀이터가 되었습니다 – 이 공간에서 많은 회사들이, 특히 Rovio(앵그리버드)나 King(캔디크러쉬)과 같은 게임 회사들이 매우 짧은 시간 안에 성공을 이뤄냈죠. 오늘날 앱스토어 전반에 걸쳐 300만개 이상의 앱이 있습니다. 때문에 앱을 발견하는 것이 매우 힘들어졌습니다. 모바일 앱 개발자는 자신의 상품에 유저를 끌어들이기 위해 정말 높은 가치의 제안을 하는 것이 필요해졌습니다.

미국처럼 성숙한 시장에서는, 사람들이 사용하는 앱의 수는 감소하고 있지만, 그 적은 수의 앱을 더 오랫동안 사용하는 것이 추세라고 합니다. 제한된 시간 동안 제한된 수의 앱을 사용한다는 것이죠. 많은 연구와 조사가 이 현상을 증명합니다: 닐슨은 2015년 6월, “상위 200개의 앱 안에서 유저들의 시간의 70%가 소요된다”고 발표했습니다.

The Future of Apps and the Era of Mobile Gateways

The mobile app ecosystem has gone through a rather solid and steady growth since the launch of the Apple App Store seven years ago, and so did the products and marketing associated with it. Shortly after the launch of the App Store, a “land grab” playground arose, where lots of companies – especially gaming companies, such as Rovio or King – found success in a very short amount of time. Today, over 3 millions of apps are available to the end customers across the stores, which makes discoverability extremely hard. Mobile app developers need a really high value proposition to attract users to their products.

In mature markets such as US, current trends show that people use a decreasing amount of applications, but spend more time in those fewer apps. In other words, users dedicate less time to a limited amount of apps. Many studies and surveys back this phenomenon: in June 2015, Nielsen revealed that “70% of the time spent is done within the top 200 applications”.

Maor Sadra: “Let’s Evolve the Entire Mobile Ecosystem by Using the Data and Technology Available to Us”

Even as media buying continues its sea change from traditional direct order technology to programmatic, mobile advertisers struggle to unlock the potential of unified media buying at scale. Programmatic offers an alternative to the labor-intensive and inefficient process of manual direct buys, yet advertisers are finding publishers hesitant to get on board.

Mobile advertisers tapping into the programmatic opportunity should expect to see this resolved in the very near future, as penetration among publishers increases. In fact, programmatic ad spend grew to over $10 billion in the U.S. in 2014, and mobile’s share of all US digital ad spend will reach 72% by 2019, predicts eMarketer.

Tim Koschella: “Advertising will break the boundaries between on- and offline … and the key is RTB.”

At the beginning of the month, our CEO and co-founder Tim Koschella had the opportunity to sit down with Korean IT media company Microsoftware for a passionate talk on the history of mobile advertising, the idiosyncrasies of the Korean market, the rise of programmatic and the future of the industry. Here is a carefully translated version of the interview. If you would like to brush up on your Korean, head here.

The Past of Mobile Advertising

The early 2000s marked the beginnings of online advertising in Korea. Portal sites and search engines such as Naver, Daum, and Google started to sell banner ads and the traffic was monetized through CPC ads. Korea had the particularity of having one portal site owning almost 75% percent of search queries. The so-called ‘adtech’ or ‘online advertising technology’ was not really necessary in this context.

A Go To Market Strategy to Conquer Latin America’s Mobile Market

Last year, we published the Global Mobile Games Landscape and highlighted the true potential of emerging mobile markets. We also dedicated a special series to Asia Pacific, ‘The Asian Beat’, to dig deeper and uncover both similarities and differences within the region and help developers and mobile marketers guide their go to-market strategies.

Most recently, Latin America has been drawing more and more attention, positioning itself in the global mobile marketing spotlight. Among recent changes: improved infrastructures, increased smartphone penetration and the rise of cheap mobile data.

In a recent report, eMarketer highlighted the growth of the mobile landscape in Latin America. In 2014, 20% of the population owned a smartphone on the continent. By the end of 2015, this figure should be 25%, and, by 2018, it will be a full third. Latin America is proving to be a strong contender in the mobile global app opportunity, expanding beyond borders and app verticals.

These important developments led us to put together the top 10 tips on why and how to invest in LatAm. To get a more in-depth understanding, we sat down with two experts in the region:(Patricio D’Amato, CMO of Recarga, as well as our very own VP International Hugo Gersanois), to get a better feel of what makes this region different and why is it worth considering and how you can adapt your go to market strategy. 

Travel Apps: The World of Travel in Mobile [Infographic]

Digital travel sales is a $450 billion market worldwide (2014 figures by eMarketer). By 2017, 30% of travel sales in the United States will be generated through a mobile device (Statista). By 2018, mobile travel researchers will account for 71.3% of digital travel researchers in the US (eMarketer). Today already, 47% of travelers start planning a trip on a smartphone. Travel apps are, increasingly, where the purchase intent starts.To explore the huge travel opportunity on mobile, we teamed up with app store analytics company Priori Data and brought you an overview of the travel app category.

The Global App Opportunity in Mobile Performance Advertising

Revenues from mobile app installs ads are booming and the global app opportunity is getting much harder to ignore. Until recently, a large portion of the app marketing business was driven by the players at the forefront of marketing and advertising technologies, namely the larger game publishers. This phenomenon was mainly due to the category’s attractiveness to consumers and the high revenue potential of free-to-play micropayment-based business models.However, today we’re seeing an increasing market opportunity for apps outside of the gaming vertical. Transaction-based business models such as eCommerce and classifieds are skyrocketing on mobile and sometimes even leapfrogging desktop in certain mobile-first economies.