2017年秋季应用安装营销调查报告.pdf
Fall 2017App Install Marketing Survey2#88th iteration of the survey since 2013Source: AdColony App Install Marketing Survey Fall 2017Insights, benchmarks and trends from the top 100 grossing app developersThe Semi-Annual AdColony App Install Survey100+ 71% 81% 19% $1M+Detailed questions on app install trendsSurvey response rate in 3 weeksMobile game developersNon-gaming mobile developersTotal monthly app install budget3Where were the survey respondents from?Geographic Distribution20%26%54%EMEANorth AmericaAPACSource: AdColony App Install Marketing Survey Fall 2017State of the MarketTop app install marketing trends5Source: AdColony App Install Marketing Survey Fall 2017Compared to last year, my UA campaigns have increased in or moved more toward _ in 2017.The Winners: Top Campaign Shifts in 2017Spend Video Reach New Channels CLV Social CPIDisagree Agree6Source: AdColony App Install Marketing Survey Fall 2017Video 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-feedVideo full-screenVideo socialVideo televisionPrint, radio, & outdoorOtherDisplay socialDisplay interstitialDisplay bannerDisplay rich mediaNative adsPlayablesFree app networksCross promoOer wallsInfluencer7Source: AdColony App Install Marketing Survey Fall 2017Over half of top UA teams have 6 or more members.App Install Teams Are Growing28%23%16%24%9%2 31 (just me)4 56 910 +Q3 '16 Q1 '17 Q4 '1728%23%8%10+ Person Teams Over TimeTypical UA Team Size8Source: AdColony App Install Marketing Survey Fall 2017On average, advertisers localize for 6 languages and optimize campaigns 5 times per week.App Install Teams are Busy4%22%18%13%15%29%Language Localization Campaign Optimization Frequency5%22%35%24%14%2 - 314 - 510 - 196 - 920 - 29Every dayMultiple times dailyEvery few daysLess than weeklyOnce a week9Source: AdColony App Install Marketing Survey Fall 2017Compared to last year, my UA campaigns have increased in or moved more toward _ in 2017.The Losers: Campaign Trends Falling Out of FavorDisplay Free App Networks Television Out of Home Print RadioDisagree AgreeTop App Install FormatsUsage, eectiveness, & spend11Source: AdColony App Install Marketing Survey Fall 2017Video leads the way while playables surpass native & in-feed units.Top App Install Formats by Usage98%91%79%79%74%69%58%53%46%39%32%30%30%21%11%Print, Radio, & Outdoor Influencer Rich media Playables Interstitial displayTelevision Free App Networks Native ads Social display Social videoCross promo Oer Walls In-feed video Banner display Full-screen video12Source: AdColony App Install Marketing Survey Fall 2017Full-screen video and social video tower over all other app install channels.App Install Budget Allocation by Channel30%24%8%7%6%5%4%3%3%3%2%2%2%1%1%0%0%0%Print Other Oer walls Influencer Interstitial Display Social displayOutdoor Television Free App Native ads Playables Social videoRadio Cross Promo Rich Media Banner Display In-Feed Video Full-screen video13Source: AdColony App Install Marketing Survey Fall 2017Share of advertisers awarding top 2 box responses regarding channel eectiveness at achieving campaign objectives.Most Eective App Install Formats82%77%55%45%39%30%25%20%18%16%15%15%13%13%10%Banner display Oer walls Free app networks Native ads Social displayPrint Rich media display Cross promotion Playable ads Full-screen videoRadio Interstitial display Influencer campaigns In-feed video Social video14Source: AdColony App Install Marketing Survey Fall 2017As more advertisers find success with playable ads, test budgets continue to increase.The Rise of PlayablesBudget Excitement Eectiveness Usage69%71%46%6%64%51%45%4%33%33%25%2%Q3 16 Q1 17 Q4 1715Source: AdColony App Install Marketing Survey Fall 201746% of app install marketers are most excited about playable ads in 2018.Advertiser Excitement46%26%13%6%4%2%2%2%Social videoFull-screen videoIn-feed videoCross promoNative adsRich mediaSocial displayPlayable adsTargeting & KPIsWhat matters to top advertisersSource: AdColony App Install Marketing Survey Fall 201717User quality & level of service remain top concerns as volume, price, & targeting fall slightly.Top User Acquisition KPIsSomewhat importantNot important at allModerately importantVery importantMost importantUser Quality Level of Service Volume Price Targeting18Source: AdColony App Install Marketing Survey Fall 2017NA advertisers care most about IAP while EMEA & APAC advertisers care most about retention.Leading Indicators of High Quality Users By RegionNA74%82%26%21%15%15%6%RetentionIn-app purchaseTutorial completionSession timePositive user reviewFriend invitation sentSocial loginEMEA100%81%44%31%13%6%6%APAC100%67%25%25%17%0%8%Source: AdColony App Install Marketing Survey Fall 201719Considered more eective than retargeting, look-alike modeling is utilized by 91% of top advertisers.Finding Quality Users: Look-Alike vs RetargetingLook-Alike Modeling Retargeting9%2%5%8%26%31%20%29%2%5%5%18%22%15%5%Completely eectiveMostly eectiveSomewhat eectiveNeutralSomewhat ineectiveMostly ineectiveCompletely ineectiveN/A (dont use)Gaming Advertisers100%22%25%17%17%11%3%20No matter the app genre, top app install marketers rely on CPI.Outcomes-Oriented Pricing Models DominateSource: AdColony App Install Marketing Survey Fall 2017CPICPACPMCPCCPECPCVCPLNon-Gaming Advertisers100%47%13%13%13%13%0%Thank you!
