If there is a definitive voice on the state of app marketing, it is eMarketer’s. The market research firm’s latest Mobile App Installs annual report is now out, and its findings paint the picture of an industry in flux, making it a must-read for anyone charged with acquiring new installs and driving user acquisition for mobile apps.
According to the report, installs grew nearly 12 percent year-over-year in Q1 2019, driven primarily by developing markets. As in years past, gaming apps are still the most popular downloads, but games now face increasing competition for ad inventory from verticals such as retail, travel, utilities and more, resulting in higher prices across the board.
In response, many app marketers have embraced a “quality over quantity” approach that seeks to generate new users with a higher lifetime value (LTV) and better return on ad spend (ROAS). They rely on downstream metrics and post-install activity — such as levels completed or purchases made — to gauge the effectiveness of their install campaigns and re-allocate budgets accordingly.
As Tapjoy’s senior vice president of global performance, Sarah Chafer, explains, marketers are getting savvier at identifying certain thresholds that serve as a proxy for user engagement and indicate the quality of an install campaign. She tells eMarketer, “Every advertiser has the challenge of finding that point of adoption where once the user gets to this level, they tend to play 10 times more often or become the user who opens the app every day for the next 30 days.”
Identifying that threshold is one thing; finding install sources that drive those types of users is another. Fortunately, the definitive voice in app marketing delivers another seminal report on the state of the industry and how marketers can innovate to land coveted home screen placement.
To learn more about the three major strategies that developers follow to acquire and engage app users, purchase the full report on eMarketer.com.