A Comprehensive Guide for App Marketers
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The 2017 InMobi's State of App Performance Marketing survey, involving 825 global app marketers, provides insights into user acquisition strategies, app monetization, and challenges such as user retention and ad fraud. It highlights that mobile app marketing is an evolving field, with most marketers having limited experience, focusing primarily on user acquisition and in-app advertising as revenue models. The survey aims to equip marketers with data to navigate the shifting landscape of mobile app marketing.
A Comprehensive Guide for App Marketers
- 1. 2017 InMobi’s State of App Performance Marketing Preview- Global DOWNLOAD THE FULL REPORT NOW!
- 2. TABLE OF CONTENTS 1 Introduction 2 Research Objective & Methodology 3 Key Insights 4 App Marketer Characteristics 5 User Acquisition Trends 6 In-App Remarketing Trends 7 Measurement & Attribution 9 Mobile Ad Fraud 10 About Us
- 3. InMobi’s State of App Performance Marketing survey is the leading research program for mobile developers and the app economy. It is designed to help app marketers better understand the responsibilities, activities, challenges, and current/future trends that mobile app marketers face. This survey explores: 1. App marketer trends 2. User acquisition strategies 3. Need for in-app remarketing 4. Measurement & attribution 5. Mobile ad fraud 6. KPIs to measure campaign success RESEARCH OBJECTIVE
- 4. RESEARCH METHODOLOGY • Quantitative survey • Email invitation delivered to a broad cross-section of app marketers • A total of 825 responses were received during the survey which was open June and July 2017. Not all questions were required to answer for completing the survey and many questions allowed for multiple answers • Market coverage: Global Survey • Prizes and a copy of the complete survey results was offered as an incentive to respond
- 5. STATE OF APP PERFORMANCE MARKETING SURVEY 2017 Mobile app marketing has come a long way in the past few years since focusing solely on app store optimizations to expanding to a wide array of techniques that span the entire customer journey from acquisition to retention and conversion. As part of our endeavor to help grow the mobile app space, we at InMobi have designed this mobile performance marketing survey to help provide app marketers with a greater understanding of what is working and what is not in order to better understand the current and future state of mobile app performance marketing covering User Acquisition, App Monetization and Retention.
- 6. STATE OF APP PERFORMANCE MARKETING SURVEY, 2017 Survey Participant’s Location 30% 22% 40% 8% North America Europe APMEA Others
- 8. Insights • Mobile app development is still a relatively young and growing industry with only 1 out of 3 developers having 5+ years experience. • App marketers are pioneers, with a high degree of knowledge about their field. Most have 4 years or less of experience in the field and only 75% rate their knowledge of the field as strong or expert level. • Mobile app marketing teams are compact: members must play multiple roles. North America, APAC and Europe are the most popular target regions for app marketers, given the stronger economic development, large English-speaking populations and increased smartphone adoption. • 70% of app marketers consider user acquisition as the most important marketing goal for their campaigns. DOWNLOAD THE FULL REPORT NOW!
- 9. Mobile App Development is a Prospering Industry and is Going to Continue to Grow Over Time • App marketers are trailblazing this new discipline; 65% have 4 years or less of mobile app experience. • Mobile app development is still a relatively young and growing industry with only about 1 in every 3 developers having more than 5 years experience. Q1. How long have you been working in the mobile app industry? Sample Size : Global n=825 Length of Time Working in Mobile App Industry Less than a year 1-2 years 3-4 years 5 years 12% 22% 31% 35%
- 10. Marketers are Pioneers in a Dynamic App Environment Q2 . How would you classify your level of expertise in mobile app marketing? Sample Size : Global n=825 • App marketers are pioneers with a high degree of knowledge about their field. Most have 4 years or less in the field and 3 in 4 app marketers rate their knowledge of the field as strong or expert level. • In a constantly evolving industry with new strategies and tactics to learn every day, only a handful of marketers call themselves app marketing experts (14%). Level of Expertise in Mobile App Marketing 14% 35% 33% 15% 4% I am an app marketing expert I am very knowledgeable but not an expert I have some app marketing knowledge I am new to mobile marketing I don’t know/prefer not to say
- 11. Size of Mobile App Marketing Team 65% 16% 9% 5% 2% 1-5 people 6-10 people 11-20 people 21-50 people 51-99 people 3%100+ people Mobile App Marketing Teams are Compact: Members Must Play Multiple Roles Q3. What is the size of your app marketing team? Sample Size : Global n=825 DOWNLOAD THE FULL REPORT NOW!
- 12. App Marketers Prioritize NA & APAC Markets For Launching Their Apps Q4. Select the regions where you have launched your app (check all that apply) Sample Size : Global n=825 • Most common target regions for app marketers are the ones with stronger economic development, increased smartphone penetration and large English-speaking populations like North America, APAC and Europe. . North America APAC Europe Middle East LATAM All 37% 37% 30% 18% 12% 35% Regions App Marketers Launched Apps
- 13. App Marketers Surveyed Promote A Broad Range Of App Types Q5. How would you categorize your app? Sample Size : Global n=825 • Gaming, shopping, lifestyle, utility and travel apps were most well represented in our sample, in keeping with general industry trends. These categories also present more opportunities for marketers to add value. 27% 14% 12% 9% 7% 6% 5% 5% 2% 2% 11% Mobile App Categories
- 14. App Marketing Spending Varies Widely Across the Industry Q6. What is your average monthly marketing spend per app? Sample Size : Global n=825 Monthly Average App Marketing Expenditure 67% 16% 6% 3% 8% Under $25K $26K to $50K $51K to $75K $76K to $100k $100k+
- 15. Q7. What are your mobile app marketing goals? (Check all that apply) Sample Size : Global n=825 Mobile App Marketing Goals: User Acquisition, Engagement & Retention 70% 35% 32% 18% 6% 15% User Acquisition Engage & retain existing user base Brand Awareness Increase online traffic to various brand properties Increase foot traffic to physical stores All the above Mobile App Marketing Goals
- 16. APP MARKETER CHALLENGES KEY ISSUES/CONCERNS
- 17. Insights • In-app advertising is still the most dependable app business revenue model, preferred by over 60% of app marketers. • Over half of respondents (55%) stated that user retention & engagement is a major challenge they currently face. The reason for this being that retentions level diminish over time which puts a dent in monetization efforts for app developers. • Ad Blocking, Ad Fraud and Attribution challenges are key issues concerning app marketing and advertising. DOWNLOAD THE FULL REPORT NOW!
- 18. New Monetization Models Are Quickly Gaining Popularity Q8. What is your app monetization model? Please select all that apply Sample Size : Global n=825 • In-app advertising is still the most dependable app business revenue model, and is preferred by over 60% of app marketers. • In-App Purchases (IAP) of both real world and virtual goods were the next most popular revenue streams among them. • Having multiple methods of monetization is gaining popularity as a way of diversifying revenue streams and maximizing profitability. About 6% of app marketers have embarked towards embracing multiple revenue streams. Mobile App Monetization Model 61% 45% 34% 20% 15% 6% In-app advertising In-app purchases Freemium Subscriptions Paid app All of the above
- 19. User Retention & Engagement: A Major Marketing Challenge 55% 50% 48% 41% 3% User retention and engagement App discovery is harder than ever before App installs don’t translate into high Lifetime Value (LTV) users Rising cost of user acquisition Others Q9. What are the biggest marketing challenges you face today as an app developer? Please select all that apply Sample Size : Global n=825 • 55% of surveyed respondents stated that User Retention & Engagement is a major challenge they currently face. The reason for this is that retention levels diminish with the passage of time which hurts monetization efforts. • Discoverability of an app was the second toughest challenge, as nearly half of the survey respondents said they have trouble raising awareness for their app. This does not come as a big surprise, given there are currently millions of apps available in the various mobile app marketplaces. Biggest Marketing Challenges Faced by App Marketers
- 20. Ad Blocking, Ad Fraud and Attribution Are Key Advertising Issues/Concerns Facing App Marketers Q10. What are the primary issue/concerns facing mobile in-app advertising? Please select all that apply Sample Size : Global n=825 48% 41% 36% 29% 27% 23% 5% Attribution Ad fraud Ad blocking Third-party measurement Transparency Privacy concerns Others Primary Issues/Concerns Facing In-App Advertising
- 23. MEASUREMENT & ATTRIBUTION DOWNLOAD THE FULL REPORT NOW!
- 24. InMobi is a global mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines. InMobi platforms help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide, and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com [email protected] ABOUT US
- 25. THANK YOU DOWNLOAD THE FULL REPORT NOW!