Kenshoo App Marketing Summit: Mobile App Advertising Trends

1© 2015 Kenshoo, Ltd. Confidential and Proprietary Information

Kenshoo Mobile App Advertising Trends

Todd Herrold, Sr. Director Product Marketing, Kenshoo

#KAMS


Contents

• Executive Summary

• Key Metrics

• Top Trends

• Ad Spend and Overall Cost per Install

• Cost per Install Trends

• CPM Trends

• Marketer Imperatives

• Methodology

• CPC Trends

• Regional Trends

• Engagement Trends


Executive Summary

• App install volume and ad spend keeping pace, leading to relatively stable CPI

• Impressions, clicks and app installs all cost more on iOS

• Android users are most likely to click, but iOS users are most likely to install

• Ads for gaming apps are more costly and have lower engagement than

Consumer or eCommerce apps


Key Metrics


Top Trends


Ad Spend and Overall Cost per Install


Cost per Install Trends


CPM Trends


CPC Trends


Regional Trends


Engagement Trends


Marketer Imperatives

• Increase spend while the trend toward steady CPIs continues - as long as

you are able to maintain ROI and LTV above critical thresholds.

• Hone your targeting and ensure well segmented Custom and Lookalike

Audiences.

• Target separately by OS, Android versus iOS, to optimize toward differences

in CPC, CPI, CTR and install rates on the two platforms.

• Target your campaigns separately by country to ensure you are maximizing

your bids and budget most effectively in the face of language country-level

differences.


Methodology

• Aggregation of advertisers using Adquant by Kenshoo

• Mobile-only, Mobile App Installation as conversion

• $19 million (USD) in advertiser spend

• Over 10 million app installs

• Targeted across over 100 countries worldwide

Kenshoo App Marketing Summit: Mobile App Advertising Trends

Marketing

Transcript of Kenshoo App Marketing Summit: Mobile App Advertising Trends