The crew at Kenshoo has just released its second “Mobile App Advertising Trends Report,” which reveals many key metrics for mobile app marketers.
The key findings?
According to the digital marketing giant, mobile app installs increased 346 percent year-over-year (YoY) while click-to-install rate increased 32 percent YoY, confirming the value of marketers’ increased investment (+293 percent YoY).
If you’re a glutton for data, Kenshoo has you covered. The report also showed that (YOY):
- Impressions increased 295 percent
- Clicks increased 237 percent
- Cost per install (CPI) decreased 12 percent
- Cost per thousand impressions (CPM) decreased 1 percent
- Cost per click (CPC) increased 16 percent
- Click-through rate (CTR) decreased 15 percent
“Marketers have jumped into mobile app marketing with both feet, substantially boosting spend,” said Chris Costello, the director of marketing research for Kenshoo. “The dramatic increase in total app installs is great to see, and as bidding algorithms focus more on those types of conversions, it will give app marketers plenty of room to improve.”
Another aspect of the market: growing competition.
“Increasing competition is another big part of the story; so marketers should continue refining their targeting strategies, optimizing toward campaign-specific KPIs and utilizing new ad inventories as they emerge,” added Costello.
According to eMarketer, the number of mobile app users in the United States alone is projected to break 200 million in 2016.