“We’ve
entered a new era of advertising, where mobile is a critical component to
successful campaigns,” Sean Galligan, vice president and industry lead for
entertainment at Yahoo, told Marketing Dive. In fact, the industry is seeing a
trend not only toward mobile-first, but one with mobile app install ads taking center
stage.
Mobile app
install ads are on the rise according to eMarketer research, and are expected to reach $3 billion thisyear, accounting
for 10.4% of mobile ad dollars and representing an 80% year-over-year increase.
Mobile app
install ads have become the key to getting in front of the right audiences at
the right time...
“For one thing, in Q2 of 2015, U.S. consumers spent, on average, three hours and 40 minutes per day on their mobile devices and 90% of users’ time on mobile is currently spent in apps," Galligan said. "More brands have built app experiences to connect with these audiences, creating more competition for users’ attention. Mobile app install ads have become the key to getting in front of the right audiences at the right time, and building an audience.”
Leveraging
the trend
According
to Galligan, gaming brands were the early movers in mobile app install ads, but
now marketers from a wide range of industries, such as travel, retail and
shopping, and entertainment are successful with the ad format. Marketers are
using both native advertising and native video ads to drive downloads and
engagement for mobile apps.
[In-app]
ads can help increase user retention and engagement, leading to conversions and
better ROI.
He said, “App marketers can leverage these formats within high quality content and social experiences. In addition to driving the initial install, these ads can help increase user retention and engagement, leading to conversions and better ROI for marketers.”
Video app
install ads are particularly successful because the ads show usesr how the app
works in the video with the follow up call-to-action to install the app.
Galligan said Yahoo research found consumers who download an app after watching
a video use the app 40% more often and 20% longer for each session compared
with other install ads.
He added
that the most popular channel for mobile install apps was mobile apps because
that’s where consumers spend the most time. However, Yahoo’s mobile install
apps appear on a variety of channels including its mobile websites and other
premium content sites, as well as Yahoo apps such as Yahoo Sports and Tumblr.
Brands
taking advantage of mobile app install ads
Poshmark,
SeatGeek and GSN are three brands Galligan highlighted for taking
advantage of mobile app install ads to acquire and retain new app users.
“SeatGeek
was looking to reach engaged fans who are passionate about attending live
sports games, concerts, and theater events. Poshmark wanted to locate new users
who are active on social media and are passionate about fashion, beauty,
accessories and more. Lastly, GSN Games was looking to target high-value users
on its most popular gaming apps,” he said.
All three
brands found success with the format:
- SeatGeek saw a 133% higher
return on ad spend than other marketing campaigns.
- Poshmark saw two times better
ROI for mobile app install ads compared to other paid channels.
- GSN Games found that users
acquired as a result of the campaign had up to 50% higher average revenue
per user and up to 30% higher user retention compared to other major
mobile supply sources.
What’s
next with mobile app install ads?
Consumers
think mobile-first and spend much of their time in apps.
Citing
eMarketer's research about the format seeing an 80% spike in the U.S.
this year, Galligan said there is “tremendous opportunity” for brands to market
apps with well-crafted app install ads. He expects marketers will engage in
more sophisticated data-driven optimization in the future.
“Consumers
think mobile-first and spend much of their time in apps. In this new mobile
landscape, it’s crucial for marketers to consider app install campaigns. It’s
still early days and brands in all industries – gaming, fashion, retail, and
more – can find success and drive higher engagement and ROI,” Galligan said.
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