Mobile marketing content library | AppsFlyer Attribution Data You Can Trust Mon, 02 Jan 2023 01:07:17 +0000 en-US hourly 1 Mobile marketing content library | AppsFlyer 32 32 Connected TV Trends, 2022-23: Advertiser and viewer perceptions Thu, 29 Dec 2022 12:58:42 +0000 https://// CTV trends report - featured

The post Connected TV Trends, 2022-23: Advertiser and viewer perceptions appeared first on AppsFlyer.

CTV trends report - featured
Part 1

Introduction & methodology

Connected TV (CTV) is becoming part and parcel of everyday life, with 87% of all US households owning at least one CTV device. This is a dramatic increase when compared with 2017, when ownership was at 69%. 

Growth of CTV devices and platforms has spurred interest and popularity in advertising on CTV. Beyond expanding reach, advertising on CTV also allows brands to measure cross-platform, cross-device campaigns and better target consumers with relevant, contextual ads. So it’s no wonder that streaming services large and small — and most recently and notably Netflix and Disney — have joined the fray with advertising offerings of their own.

As a global leader in the cross-platform measurement and attribution space, we wanted to share insights with the market with a report that listens to both sides of the conversation, surveying mobile advertisers as well as consumers. 

From the viewers’ side, we were interested in the watching preferences and habits of consumers regarding CTV, how they feel about commercials, including the dollar value they place on ad-free content, and how likely they are to download mobile apps and scan QR codes. In terms of mobile marketers, we dove into their KPIs and objectives for CTV advertising, as well as their budgets, their tactics, and their opinions about the growth of the industry as a whole.

As part of our research, we shine a light on regional differences among consumers, and have also uncovered surprising insights that reveal dissonance between consumer habits and advertiser behavior. Overall, the report is a must-read for any stakeholder in this dynamic space who is looking to understand the most up-to-date sentiments from the key players in this ecosystem so that they can plan and execute their CTV plans in 2023. 


We commissioned a survey of 500 consumers who watch CTV and are between the ages of 26 and 50, as well as 200 C-suite directors from MarTech and Marketing departments. All business respondents work at Gaming, Retail or FinTech companies with between 200-10k employees, have built a mobile app, and have, or plan to have, a direct response campaign on CTV to drive mobile conversions. Respondents from both surveys are based in North America, Europe, and APAC. 

This report was administered online by Global Surveyz Research, a global research firm. The respondents were recruited through a global B2B research panel, and invited via email to complete the survey, with all responses collected during August and September 2022. The answers to the majority of the non-numerical questions were randomized, in order to prevent order bias in the answers. 

Part 2

Key Findings

CTV trends report

1. 98% of brands believe that CTV advertising will be bigger than mobile advertising

The vast majority of brands see that CTV advertising will overtake mobile advertising, and a quarter of respondents say this will happen within the next 2 to 3 years. Brands already recognize the reasons to advertise on this channel: engaging with new audiences (73%), increasing engagement levels (73%) and higher LTV (50%). Also of interest is that 32% perceive value in CTV being a  measurable performance channel. Bottom line, now is the perfect time for brands to jump in, especially before the market becomes overly saturated. 

2. Half of viewers in North America already download mobile apps after watching a CTV ad

50% of North American consumers have downloaded a mobile app after seeing an ad, and 53% of consumers say they are likely or very likely to do so using QR codes. Think about the Coinbase Superbowl ad, where 20 million viewers captured the QR code in a single minute, leading to a week-over-week install bump of 309%. Coinbase came up with a fun idea of the QR code bouncing around the screen, but more compellingly, they broke the ‘offline to online’ gap and created a fluid experience that defines the very future of marketing.

3. CTV comes out on top, but are brands missing a trick by ignoring gaming consoles?

Linear TV has traditionally been considered an expensive and isolating brand play. This is especially because it’s so hard to convert a viewer from one device to another, and there are hardly any insights available to enable advertisers or OTT platforms to gauge viewers’ behavior or preferences. It’s no surprise therefore that advertising spend for CTV increased by 60% to $14.4 billion this year, as it blends the reach and impact of TV with the performance and transparency of digital marketing. However, we found that some of the top watched CTV is via gaming platforms, but that brands are focusing their ad spend on smart TVs. As advertisers, diversification is key, or you may be leaving an untapped opportunity on the table. 

4. 86% of consumers are willing to see ads on CTV, especially if they are relevant to them

There’s a widespread misconception that ads could potentially drive viewers away, but in reality, consumers may not mind ads as much as brands think. Only 40% of viewers say that they will stop watching CTV if there are too many ads. On average, consumers are happy to watch 1.7 ads within 30 minutes of content, but this number takes a 220% leap to 5.8 ads if they are relevant to the viewer, or are entertaining. For brands, it’s all about understanding the consumer and then targeting appropriately when engaging with viewers. 

CTV report survey findings
Part 3

Survey report findings

Brands running vs. planning to run direct response ads on CTV

64% of advertisers are currently running direct response campaigns on CTV, and 36% are planning to run CTV campaigns.  

When looking at these numbers by industry, we see higher numbers of those already running direct response campaigns on CTV in retail / e-Commerce (71%) and gaming (67%), compared to FinTech. (49%).

Pro tip: Marketers at FinTech companies should learn from “early adopters” in gaming and retail to emulate their success and sidestep any avoidable mistakes.

CTV trends report - figure 1

Mobile app downloads

40% of consumers have downloaded mobile apps after seeing advertisements for an app on CTV. When breaking down the data by region, all three show a high adoption rate, demonstrating that consumer behavior is well established worldwide. However, North America is still the highest, with 50% of North American consumers downloading mobile apps following a CTV ad, 40% of APAC consumers, and 30% of Western Europe consumers. 

Pro tip: If North America is part of your target audience, you should expect higher conversion rates in this region, as they are more likely to download apps following a CTV ad.

CTV Trends Report - Figure 2

CTV platforms that brands advertise on, and those that consumers watch

We asked brands what CTV platforms they are already advertising on or plan to advertise on to drive conversion on mobile. We also asked consumers which platforms they are using to see if the targeting efforts align with consumer watching habits. The top platforms brands advertise on are Samsung smart TV (46%), Fire TV (42%), and LG smart TV (41%). The top platforms they plan to advertise on are Chromecast (59%), Android TV (55%), and Roku (53%). On the consumer side, the top watched CTV platforms are Samsung smart TV (28%), PlayStation (23%), and Roku (21%).

Top tip: Advertisers shouldn’t ignore gaming consoles, as consumers are definitely using them at high volume.

CTV Trends Report - figure 3

KPIs to Improve when Advertising on CTV

The top KPIs businesses aim to improve when advertising on CTV are ROAS (65%), LTV (61%) and retention (53%).

CTV trends report KPIs

The top KPIs for those with the highest percentage of advertising budgets already allocated towards CTV (15%+) are CPI (61%), ROAS (56%), and LTV (56%).

CTV Trends Report - figure 4

Brands targeting by content type vs. content actually watched by consumers

When given the option to target consumers by the content they are watching, the top content categories brands are targeting are not necessarily aligned with the content that consumers are actually watching. 

For example, 64% of brands target sports and fitness, while only 42% of consumers are watching this content. Similarly, 56% are targeting sci-fi, only watched by 50% of consumers. 

In the other direction, 73% of consumers are watching comedy, only targeted by 55% of brands, and 62% of consumers watch documentaries, one of the highest watched categories, and only 26% of brands are targeting this content. 

Pro tip: If these categories fit their messaging and target audience, then documentary, comedy, and food are untapped opportunities for marketers to test new audiences.

CTV Trends Report- figure 5

Top reasons for advertising on CTV

The top reasons to advertise on CTV are to engage with new audiences (73%), obtain higher engagement (73%), and reach higher LTV (50%). It’s also worth noticing that brands cite CTV’s measurability as a reason to advertise on this medium.

These goals remain the same for those with the highest advertising budgets, with the top reasons being higher engagement (71%), engaging new audiences (68%) and higher LTV (51%).

Privacy limitations on mobile advertising is a driver for 31% of brands and becomes a bigger driver at 49% for those with higher advertising budgets on CTV.

Top tip: CTV is a huge opportunity, allowing marketers to engage with a whole new segment of potential users when they are relaxed and paying close attention.

CTV Trends Report - figure 6

The future of CTV advertising vs. mobile advertising 

According to 98% of brands, CTV advertising will one day be bigger in terms of ad spendthan mobile advertising, with 25% saying this will happen in the next 2-3 years, and 62% within 5 years. 

Pro tip: Now is the right time to start advertising on CTV before it becomes a heavily crowded and saturated space. The earlier you get into a new channel, the more you get out of it. 

CTV Trends Report - Figure 7

Percentage of CTV advertising from advertising budgets, 2022-2023

The percentage of CTV advertising budget out of the overall advertising budget in 2022 is 11.3%, and it will grow by 44% to 16.3% in 2023.

It’s clear that brands are seeing the importance of allocating specific budget to CTV from their overall advertising budget, as maturity grows in this area. 

CTV Trends Report - Figure 8

Consumer attitudes to ads on CTVs (Will they pay for ad-free CTV?)

Only 14% of consumers said they are willing to pay for ad-free CTV, regardless of the amount of ads or the cost. 30% aren’t bothered by ads, and 26% said nothing will stop them from watching content on CTV.

CTV Trends Report - Figure 9

Reasons that will get consumers to stop watching CTV are too many ads (39%), privacy related issues (20%), and seeing non-relevant ads (12%).

CTV Trends Report - figure 10

On average consumers are willing to watch 1.8 ads within 30 minutes but this number jumps by 220% to 5.8 ads if the ads are relevant to them.

CTV Trends Report - figure 11

Sentiment towards QR codes on CTV – brands vs. consumers

38% of brands say that QR codes for driving mobile app installs perform well, and 53% of consumers said they are likely or very likely to use QR codes following a CTV ad.

CTV Trends Report - figure 12
CTV Trends Report - figure 13

We can see that consumer behavior around scanning QR codes when watching content is well established, and overall sentiment is very positive. 

Naysayers might claim that QR codes involve too much friction, as viewers need to get their mobile phones out to capture the code displayed on the screen. However, the evidence points to a different conclusion. In addition, brands can assume that consumers capturing QR codes are very engaged and will show high LTV. 

Top tip: For getting an immediate response from adverts, QR codes are a valuable tool and should be tested by today’s advertisers.

CTV trens report - QR codes

Average time spent watching streaming content on CTV, per week

On average, consumers watch 5.3 hours of streaming content on CTV per week. This number is 11% higher in North America at 5.9 weekly hours

CTV Trends Report - figure 14
Part 4


Demographics – advertisers

CTV Trends Report - figure 15
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Demographics – viewers

CTV Trends Report - figure 21
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Driving ROI through a storm: 2023 app trends & C-level predictions Tue, 20 Dec 2022 14:59:51 +0000 https://// 2023 mobile marketing trends & C-level predictions

The post Driving ROI through a storm: 2023 app trends & C-level predictions appeared first on AppsFlyer.

2023 mobile marketing trends & C-level predictions

From the lows of the pandemic to the euphoria of rocketing valuations, we’re now facing the uncertainty of a global economic slowdown, a negative trend in consumer sentiment, and a shift in focus from growth to profitability. 

This whiplash means heightened scrutiny around marketing budgets and more accountability on ROI.

To help you drive stability and profitability through this perfect storm, we’ve chatted with some of the top leaders in mobile marketing — from companies such as AccuWeather, Miniclip, Picsart, Plarium, Liftoff, Braze, and M&C Saatchi Performance— to get insight into some tough questions like: 

Last but not least, we’ll dive deep into the data to share with you the most industry-sweeping trends, and paint an insights-driven picture of the current state of ad spend, consumer spend, iOS marketing, and more.

mobile marketing trends chapter 1: The economic downturn & post-COVID digital cooldown
Chapter 1

The economic downturn & post-COVID digital cooldown

As made exceedingly clear in 2022, relying on old playbooks or hiding behind the “that’s the way we’ve always done it” just won’t cut it. 

With tightening budgets, if your team isn’t focusing on careful planning and spending strategies, investing in retention just as much as UA, creative ways to drive ROI, and diversifying channel mix to expand reach in more effective ways then it’s time to get them going in the right direction.

Efficiency and improving both internal and external interfaces is another piece of the success in the bear market puzzle. 

quote from Jeff Roberto, SVP Marketing, Picsart

Asif Rahman, VP of Digital Analytics & Audience at AccuWeather mirrors this sentiment noting “2023 is going to be yet another year of trying to do more with less. Cross-org alignment is key here, with vendors and brands needing to work closely together to solve challenges.” 

When viewing performance measurement from an efficiency perspective, Asif says: “With the cost of acquisition rising over the last few years, orgs have to come to terms with the fact that the ROI and LTV math has changed, and should now be measured over six months to a year.”

Reflecting this sentiment, our data shows that apps spent a total of $80 billion on UA in 2022, and a 20% YoY downward trend over the past several months. 2021, in comparison, saw a 40% surge in UA spending (read more about it in the “Top 5 data trends of 2022” chapter).

quote from Simon Lejeune, VP Growth, Wealthsimple

Clearly, the 2020 COVID-driven digital surge — which saw a 35% YoY growth in 2020 — didn’t become the new normal post-COVID as many expected or hoped for (more on that in the “Top 5 data trends of 2022” chapter) and we’ll have to update or even rewrite our playbooks accordingly. 

The hunger games – And where the app gaming industry is heading

In an impending recession, discretionary spending is most often one of the first things users tend to scale back on. However, all data indicators up until now have proven this sentiment false — and the experts agree.  

quote from Gabi Castellan, Chief Marketing Officer, Miniclip

Saikala Sultanova, VP of Growth Marketing at Drest, stated that “the global pandemic resulted in a surge of demand for escapism and entertainment which in turn, resulted in the mobile gaming market surpassing $136 billion in consumer spend in 2022, growing 1.7x faster than the gaming market overall.” 

This growth spurt in digital services consumption during 2021 is well-reflected in our data, which witnessed brands spending 40% more on UA compared to 2020. 

In contrast to the digital festivities of 2021, “a series of macroeconomic challenges will continue to affect the gaming industry throughout 2023. Platform privacy changes, globally rising inflation, economic slowdown, and return to real-life experiences — are all due to reshape how we market games next year.”

Because of that, brands are expecting their marketing teams to be more selective in their activities and prioritize them based on the highest impact to their bottom lines, “leading with an ‘automation first’ mindset when it comes to future planning”, explains Saikala.

quote from Saikala Sultanova, VP of Growth Marketing, Drest

With COVID’s digital upsurge behind us and consumers slowly heading back to more real-world interactions, the numbers indicate that users are not spending time on their apps as extensively as they did last year. 

Aviagames Inc’s CEO, Vickie Chen, believes that in the face of current government measures such as increasing interest rates, “users‘ average time spent on playing games may grow while average spend in games may shrink.” 

quote from Vickie Chen, CEO, Aviagames Inc

Jeremy Bondy, CEO at Liftoff, points to the fact that during COVID, app downloads and consumer spend were artificially inflated due to lockdowns. “Now that we are returning to a sense of post-COVID normalcy, many are socializing more in person and spending less time in apps.” 

What does this mean for gaming apps?

Jeremy states that for some genres, hypercasual in particular, this would imply a negative growth rate compared to previously inflated times. That said, he believes the downward trend is slowing down.

“On a positive note”, he says: “the CAGR from 2019 to present times still shows strong growth, which indicates YoY comparisons will return to normal from 2023 onwards. Despite a slowdown in mobile engagement relative to growth seen during the pandemic, we expect the share of mobile media hours to increase versus that of other channels moving forward.” 

Evidently, marketers need to remain resilient, efficient, and creative to be able to see these uncertain times through.

It’s all about adaptability

Industry leaders are unanimous when stating that the key for being able to successfully adapt to our new reality and navigate 2023 is flexibility and agility.

“We’re seeing a trend that is both encouraging and exciting”, explains Ikkjin Ahn, co-founder & CEO at Moloco. 

“Rather than eliminating marketing budgets entirely, marketers understand that performance advertising can be the economic engine that drives their business. Time and money are being invested into developing a clear understanding of customer LTV, tying that LTV measurement to media campaigns. In other words, right now, everyone is a performance marketer.” 

It’s important for app marketing teams in general, and gaming app marketers in specific, to view recent events in the right light, taking into account all contributing factors. 

“If one only looked at consumer spend on apps vs last year, one might think the app economy is headed for decline”, says Jeremy from Liftoff. “However, 2021 growth was elevated by COVID lockdowns, creating an artificial annual comparison. The four-year CAGR for gaming and apps overall — is still strong. Furthermore, if you compare it to two years ago (pre-COVID), gaming is still showing growth.”

quote from Jeremy Bondy, CEO, Liftoff

Adding a much-needed holistic perspective to the conversation is Kevin McGuire, Chief Product Officer at Digital Turbine, when he says:

“Marketers need to bear in mind that everything is cyclical, and during down times we tend to return to fundamentals, which in this industry is about creating value for your partners and ensuring that supply and demand is still efficiently connected in the marketplace.” 

quote from Kevin McGuire, Chief Product Officer, Digital Turbine

Going back to basics is a solid piece of advice in times of economic turmoil. Combined with increased flexibility and agility, this should help you weather the storm. 

Now, let’s explore the experts’ predictions on the ever-evolving privacy front, and what they consider to be the best solutions in place to help you do your job in the post-ATT, post-cookies age.

mobile marketing trends chapter 2: Privacy - The march will continue
Chapter 2

Privacy – The march will continue

Our industry is on a steady march away from individual-based marketing (user level) and toward a world of cohort-focused marketing (aggregate). 

“The real challenge for marketers is to be able to learn, implement, and iterate quickly enough to adapt to fast-paced changes, which has proven to be a constant in our industry”, explains Gabi Castellan of Miniclip.

Creating a new measurement framework should be a fast-moving goal in early 2023. As we dive deeper into this privacy-driven landscape — led by Apple’s ATT and Google’s upcoming depreciation of cookies & Privacy Sandbox initiative — having this foundation in place will help your team see these rough times through.

quote from Barak Witkowski, Executive VP of Product, AppsFlyer

As to the challenges of measurement on iOS, the experts issue a word of careful optimism. 

The name of the new game is: living with certain levels of uncertainty, and making the most of what you have. User level attribution used to offer granular data to optimize on, which brought with it a sense of certitude that is partly gone now. 

quote from Yoav Gal, Head of partnerships, Sidelines

In other words, resistance to the fact that our ecosystem is being swept by constant change is impractical, and the sooner marketers embrace this reality, the better they’ll be equipped to deal with it and find ways to make it work for them. 

“Performance advertising can still be delivered efficiently, even without individual user addressability”, agrees Moloco’s Ahn. To get there, marketers need to funnel into a single source of truth all of their data sources — e.g. SKAN data, MMP’s attribution data, Apple Search Ads data, MMM & incrementality estimates, etc. — in order to assess their campaigns’ performance holistically.

quote from Jonathan Yantz, Managing Partner, M&C Saatchi Performance

From a creative standpoint, and as with the downturn’s narrative in chapter 1, embracing the fundamentals is also a common theme.

Digital Turbine’s SVP Global Sales, Michael Wong, articulates this perfectly when he says: “With cookie deprecation and all of the mythical targeting techniques and workarounds that the industry has created now going away, brands must go back to basics. Story-based creative, delivered in a way that demands and achieves attention, carries far more weight now than ever before.”

Whichever OS basket you prefer placing your eggs in — iOS, Android, or both — agility is a frequently recurring theme across the board. And here’s how you put it into action:

Bringing measurement & privacy together

Leaders agree that measuring ROI is still possible, just not in the same instantaneous way as before. “Incrementality testing, geo holdouts, MMM — when executed and modeled correctly for your business — can truly help marketers assess the right media mix for their needs”, states Amir Shoval, Senior Director of Product at Plarium.

Some marketing leaders talked about attentive LTV measurement and close-knit collaboration with partners as a way to cement their strategy:

quote from Ikkjin Ahn, Co-founder & CEO, Moloco

LTV measurement, however, needs to change its scope in order to reflect brands’ interest in user engagement and retention for longer periods of time.

And when it comes to predicting LTV based on limited data, leaders talk about predictive modeling as a highly efficient way to get there. 

quote from Asif Rahman, VP of Digital Analytics & Audience, Accuweather

When it comes to ROI measurement, some of the leaders we spoke to focused on the importance of a tight ROI watch on all fronts, followed by spend optimization:

Shifting the narrative but staying in the realms of privacy-driven measurement, some welcomed recent changes — such as the release of SKAN 4.0:

“SKAN 4.0’s multiple postbacks, source identifier enhancements, and coarse/fine grain conversion value changes — are useful functionality upgrades”, says Jeremy Bondy from Liftoff. “Marketers need to actively seek to collaborate with partners and advertisers to unlock that increased value as iOS 16.1 and SKAN 4.0 adoption reaches critical mass in the iOS ecosystem during 2023”.

Bondy also applauded Google’s collaborative approach to the development and communication of their set of privacy-driven changes: 

“Google has proactively engaged and sought feedback from ecosystem stakeholders during design stages, while communicating timelines and milestones well in advance. This not only allows everyone more time to plan and incorporate necessary changes, but also provides an opportunity to shape how these products should be developed.”

By shifting focus to longer term plays and understanding the balance between the implicit limitations on measurement and the added value for your end users, your team can move to a new paradigm where measurement and privacy happily coexist. 

Looking ahead on the privacy front

There’s no doubt that the future of measurement will be different from what we were all used to, but clearly — the solutions that enable marketers to gain a healthy amount of their confidence back are already in place.

“When we look to the future of mobile marketing privacy, cookie deprecation is top of mind”, says Ben Dutter, SVP Strategy at Power Digital. “Fortunately, most of the market is moving beyond cookies, so the perceived impact is less doom and gloom and more of an inevitable nuisance. Clever marketers should shift to modern measurement and best practices around data integrity.” 

All indicators point in the direction of modeled solutions and impact measurement that are slated to become more embedded within marketers’ strategies. 

According to Barak Witkowski, Executive VP of Product at AppsFlyer: “We’re going to see more and more privacy enhancing innovations like crypto and data clean rooms that will enable two parties or more — such as advertisers and networks — to collaborate without actually sharing user-level data between them.”

As to the importance of top-down measurement methods in marketers’ arsenal, the experts are whistling the same tune:

quote from Amir Shoval, Senior Director of Product, Plarium

Amir even takes this a step further to predict an alternative future, in which marketers create their own market spaces where they can make up their own rules:

“Advertisers will seek out ways to get out of Google’s and Apple’s grip on mobile IAPs. If not by means of regulation (MSA in the EU) or court ruling (Epic vs Apple), then by leveraging alternative stores and marketplaces that support publishing apps with alternative billing systems”, according to Plarium’s Shoval.

Whether these prophecies materialize or not, as long as marketing leaders venture into 2023 with adaptability and a resourceful mindset, there’s certainly a lot to look forward to.

mobile marketing trends chapter 3: Putting the customer first & prioritizing CX
Chapter 3

Putting the customer first & prioritizing CX

Offering exceptional CX is becoming a top priority for brands that are after fortifying their existing user base and mitigating churn.

According to Raviteja Dodda, CEO & co-founder at MoEngage: “While obtaining new customers is still important, many brands have shifted gears and aim to achieve sustainable growth by fostering customer loyalty, using personalization as a key lever to offer enriching customer experiences.” 

quote from Raviteja Dodda, CEO & Co-founder, MoEngage

Engage, retain, repeat

As to the significance of offering customers undeniable added value in order to solidify retention, Jeff Mason, President at Power Digital believes that “during times of economic uncertainty, obsess about driving efficiency for your clients. Your team should aim to serve as a strategic partner to help your clients navigate headwinds.” 

And when you think about it, this makes perfect sense from a business standpoint. Acquiring a new user is 5-25x more expensive than retaining an existing one. What’s the point in neglecting the very users you’ve spent countless marketing dollars on acquiring?

Investing in your CX and raising your app’s retention rates – even by a small amount – can have a major impact on your bottom line, not to mention your user loyalty and brand perception. 

The privacy angle of CX

Tackling CX from a slightly different yet super relevant perspective, Jonathan Yantz, Managing Partner at M&C Saatchi Performance, is tying privacy with the need to adopt a lifecycle marketing approach: 

“It’s more important now than ever before for marketers to fully understand and optimize their user journey, especially on mobile. Uncover obstacles or pain points causing consumers to drop off, and optimize ways to improve their mobile experience using additional touchpoints or reminders where necessary.” 

“This is particularly important now when privacy restrictions make some of the data points more difficult to interpret in real-time, and when consumers place higher value on a seamless and cost-efficient UX over brand loyalty”, says Yantz. 

“Offering the easiest, most seamless and cost-efficient UX can offer real value for the weary, cost-conscious consumer.”

Linking privacy with customer loyalty

There’s a direct correlation between respecting users’ privacy and creating a highly sought after brand trust. Raviteja believes that brands should allow their consumers to choose the information they’re willing to share and follow all opt-in and opt-out preferences religiously in order to help foster user trust and retention.

quote from Cristy Garcia, Chief Marketing Officer,

Garcia goes on to link CX with brands’ ability to uphold a competitive edge: “Businesses think twice before throwing money away on expensive ads that will end up annoying their consumers. Investing in partnerships with the publishers, influencers, and communities your consumers trust — is key to creating and maintaining a competitive advantage, both in 2023 and in the future.”

The leaders all hold a firm belief that especially as the economy continues to tighten, businesses must prioritize customer relationships, which are the backbone of any consumer-focused strategy.

quote from Matt McRoberts, VP of Global Alliances, Braze

And what helps happy customers stay happy other than great CX and value for money? Well, happy employees, believe it or not. The importance of a positive and supportive company culture, which used to be considered a nice-to-have, is now taking center stage in employee advocacy strategies — that extend far beyond the walls of your office:

quote from Jeff Mason, President, Power Digital

And now that we covered 2023’s spotlight on phenomenal CX and the contributing factors that support it, let’s explore the strategic value behind a multi-channel battle plan.

mobile marketing trends chapter 4: Channel diversification - Expanding reach & meeting consumers where they are
Chapter 4

Channel diversification – Expanding reach & meeting consumers where they are

The experts are aligned when identifying these times as the perfect opportunity to embrace a cross-channel approach. Brands who take a diversified channel approach that blends both in-product and out-of-product communication – are also the ones that see more installs, more purchases per user, higher retention rates, and better LTV.

Liz Emery, VP of Mobile & Ad Tech Solutions at Tinuiti, states that “consumers are omnichannel, so if app marketers aren’t utilizing omnichannel tactics, like branding efforts, web inventory, and hitting the full funnel, they’re already behind the curve”. 

Emery also ties channel diversification with the previously discussed CX and retention strategies:

quote from Liz Emery, VP of mobile & Ad Tech solutions, Tinuiti

For some experts, expanding the channel mix is also about experimenting with meteorically-successful social media platforms such as TikTok.

According to Saikala Sultanova, VP of Growth Marketing at Drest, “2023 will see a continuous shift in the channel split for marketeers. TikTok ads will keep on eating Meta’s share of the wallet, which means that companies will need to get comfortable with this channel, and learn how to make the most of it.” 

Three worthy tactics – web-to-app, loyalty programs, and AI-driven marketing

1. Web-to-app

On the web front, Jeremy Bondy from Liftoff believes that app-to-web, is in fact, a vector for growth. “App developers should be looking to leverage the mobile web conversion funnel as a complement to their app-to-app strategy.”

Here’s why that’s important according to Jeremy: 

  • Mobile browser-based landing pages allow developers to capture registration details and expand on their value proposition and promotional offers, increasing first-touch engagement with users while avoiding the app store ‘tax’. 
  • The mobile web browser still provides DSPs and ad networks with useful, privacy-centric optimization signals on iOS, leveraging first party cookies and local storage via web SDKs or pixels, and linking registrations and events back to ad engagements. 

2. Loyalty programs

When it comes to promoting in loyalty programs and VIP customers membership clubs, Simon Lejeune, VP Growth at Wealthsimple, believes there’s a considerable amount of business sense in opting for such strategies — primarily in the sense of fueling LTV for a very small investment:

“A good chunk of UA budgets will go towards incentives, promos & loyalty programs. These campaigns give you the most bang for your buck when it comes to upselling, cross-selling, and generally growing your ARPU and LTV. The incrementality and payback of those budgets are also way more measurable and accurate.”

3. AI-driven marketing

Lastly, how can we ignore AI-driven marketing?

Wealthsimple’s Lejeune predicts that “AI-generated content will supplant UGC and influencer ads. The next step will be hyper-personalization, with the ability for Facebook and Google to create not hundreds, but millions of ad variations from a few images and prompts. Most ads & email copywriting will be gone in a couple of years, and new cool jobs and skills will exist around prompts.”

Although content-supporting AI tools such as ChatGPT have been received with mixed reviews and a heated debate around their pros and cons, most experts tend to agree that putting such tools to use as a supportive tactic for quick and simple tasks — is both cost-effective and time-efficient. 

And now that we’ve covered mobile, multi-channels, growth & efficiency tactics (and everything in between) — let’s give CTV advertisement and measurement its well-deserved spotlight as one of the most profitable strategies in 2023 and beyond.

Connecting the dots with connected TV

According to the IAB, CTV ad spend is projected to grow globally by 14.4% in 2023 and will be the fastest-growing channel, beating out paid search and social media. 

Given this projection, it’s no surprise that according to 98% of brands, CTV advertising will one day be bigger in terms of ad spend than mobile advertising, with 25% saying this will happen in the next 2-3 years, and 62% claiming it will take 5 more years (see Bonus trend #2 for more).

quote from Phil Golas, VP, TAAG Ad Operations, Spark Foundry

Jonathan Yantz from M&C Saatchi Performance goes on to stress the huge role of CTV measurement in enabling the acceleration of this extremely strategic medium:

“While streaming TV isn’t exactly new, there’s a lot that’s possible these days through a mobile marketing lens that can unlock actual performance goals. And since you can’t typically or easily purchase, subscribe, or install a mobile app directly from a CTV ad, measurement in CTV will become more crucial to justify further advertising budgets.” 

Whether this will come in the form of cross-device measurement, incrementality testing and MMM, or overall ad server and MMP modeling — CTV measurement will inevitably be a massive 2023 focus.

Influencer marketing – Harnessing the clout

With so much time already spent on mobile and social media in particular, it can be challenging for brands to keep up with creating fresh, authentic content for each channel, let alone cutting through the clutter and actually getting in front of people in a meaningful way.

According to Yantz from M&C Saatchi Performance, “influencer marketing is much more than just paying a celebrity to post about your product. Micro influencers and content creators can help performance marketers tap into an engaged community and help tell their story.” 

And since effective distribution and granular measurement are at the heart of every well-planned marketing strategy, Yantz adds that “these posts can then be boosted using paid media (Spark Ads on TikTok, for example), shared with a wider audience, and enable you to track app installs and post-install events pretty seamlessly.” 

Gabriela Carmo, CEO at Infleux views influencer marketing is a new UA channel well worth investing in given its generous payouts.

“Influencer marketing should be better explored by brands, as it combines performance and branding into a single medium. With influencer content — that’s paid according to performance — a company can increase brand awareness and reinforce its message in a smooth and non-invasive way.”

Being aware of the fact that influencer marketing involves a certain degree of creative freedom dictated by the actual influencer, Carmo stresses the importance of finding a delicate balance between the brand’s guidelines and the influencer’s style. 

quote from Gabriela Carmo, CEO, Infleux

This concludes our predictions for 2023, but if you’re all about the data points, insightful trends, and dramatic numbers-led stories, the next section is a must-read.

mobile marketing trends chapter 5: Top 5 data trends of 2022
Chapter 5

Top 5 data trends of 2022

1. Total app installs grew 10% in 2022 despite a post-COVID digital cooldown, privacy changes, and economic downturn

15 years after the first iPhone was released, it seems smartphones have been embedded into our lives. The mobile app space is showing signs of maturation, which is why it’s no surprise to see mobile growth naturally declining over time.

Despite a relative slowdown, 2022 still delivered a 10% YoY rise in overall installs despite headwinds from Apple’s privacy changes, somewhat unexpected user behaviors post-COVID, and a looming economic recession affecting marketing budgets (more on that later). 

The COVID digital surge did not stick 

Clearly, the 2020 COVID-driven digital surge (35% YoY growth in 2020) was an anomaly, and did not become the new normal post-COVID as many have expected or at least hoped for, as stated by many in chapter 1. We see this “COVID bump” prominently in Android gaming, notching 52% growth in 2020. 

Android installs grew 9% YoY

This was driven primarily by the geographic dimension, with an impressive 18% surge in the largest Android market — India. 

On the other hand, we see the effects of the war in Ukraine as the Russian market witnessed an 18% drop in overall Android installs compared to last year. The 9% growth might have been higher too if not for reduced budgets in non-gaming apps amidst the economic downturn.

iOS installs grew 16% after last year’s ATT low

Apple’s release of its ATT framework had a massive impact — mainly driven by non-gaming apps. Many fully digital products and experiences exist only on iOS, such as health & fitness, photo editors, kids, and lifestyle apps. 

Additionally, non-gaming is not as marketing-driven as gaming, so when it comes to overall installs — ATT’s impact was not as pronounced as it was in gaming during 2021. Although gaming apps have since recovered and have shown some growth during 2022 (from -10% to +4%), gaming apps on iOS are clearly still challenged by the post-ATT data reality.

2. Ad spend down 5% YoY but downturn felt towards end of year with a 20% drop 

Overall we see a 5% drop YoY in UA spend for the entire year, but when looking at the last three months, when the economic slowdown really hit, the difference between 2021 and 2022 is made clear. 

2021 saw an 8% budget rise between start and end of year, while 2022 saw a 20% decline. 

Android gaming3%12%-8%
Android non-gaming-22%-2%-20%
iOS gaming23%-9%33%
iOS non-gaming-23%-24%-2%

Stark differences between platforms and verticals:

  • Android gaming apps showcased their efficiency, with 8% reduced CPIs and yet 12% higher NOIs driving a small 3% increase in overall UA ad spend. Marketers acquired more users for the same budget and re-invested their efficiency to scale further.  
  • iOS gaming apps took in the 33% rise in CPI, raising budgets by 23%. Unfortunately, this still drove 9% fewer NOIs.
  • Android non-gaming saw a much larger drop in CPI at 20%, leading to a 22% decrease in budgets. Android marketers prioritized efficiency again, and used savings to mitigate a small 2% drop in NOIs.
  • iOS non-gaming saw a 23% reduction in spend despite a small 2% drop in cost of installs, as marketers moved away from paid UA to other forms of activation and engagement. 

Gaming is more recession proof than non-gaming 

As noted by Saikala Sultanova in chapter 1, this seems to have allowed the former to raise budgets compared to non-gaming apps, which have cut budgets. 

Most gaming IAPs involve micro payments (which are easier when facing an economic downturn), while more costly non-gaming’s IAPs in eCommerce, travel, transportation, etc. — might be bringing consumers to think twice.

Non-gaming drop in finance and food delivery

Non-gaming budget reductions were largely driven by fintech in general and crypto in particular. 

The highest non-gaming CPIs can be found in finance, so in case financial apps drop budgets — that would have a big impact. On the food delivery front, despite having so much money to spend during the lockdowns of 2020/21, this year food delivery apps will no longer be able to spend like before.

SSOT can turn things around

The use of a Single Source of Truth (SSOT) to de-duplicate non-organic installs on iOS can have a dramatic impact on budgets allocation and accurate ROAS measurement

A recent AppsFlyer study uncovered an average of 29% uplift in attributions and 40% reduction of eCPI (See chapter 2 for more insights on the SSOT front).

Owned media continues to surge

With the challenges of remarketing in iOS, it’s no surprise that the use of owned media to re-engage existing users through push notifications, email, and in-app messages — has jumped almost 45% since April (compared to a more modest 17% lift in Android).

Marketers are catching on, as evident by the experts’ ample calls to action around channel diversification (see chapter 4). 2022 has seen tremendous demand for owned media remarketing campaigns that align with tight budgets and are not affected by privacy shifts. Not to mention that owned media — whether for acquisition or re-engagement — is practically free. 

Many companies are doubling down on building a strong brand image, and owned media allows a bespoke channel of communication to both loyal and new users. 

3. Apps spent $80 billion on UA in 2022, a slight YoY drop after the 40% surge in 2021  

We’ve seen the trends and reasons, but as far as actual dollar figures go, global app install acquisition budgets in 2022 reached an estimated $80 billion in total — including China (see below for notes on how we reached this figure).

This figure represents a slight decrease from 2021 after a 40% surge compared to 2020. Remember, it’s a whole new post-COVID ball game out there, and we can see the economic slowdown hit even harder when looking at the last several months (see trend #2 for more).

On the vertical front, gaming was the largest category with $27 billion, followed by finance with $8.5 billion, casino real money with $5.2 billion and shopping with $3.4 billion (excluding China). 


*Total industry UA spend methodology – the formula combines three buckets: 

  1. Budgets measured by one of the major mobile measurement partners (industry wide extrapolation was made based on 3rd party estimates).
  2. The non-attributed market or marketing driven installs that were not measured by one of the major MMPs (about 10% according to estimates).
  3. Spend in China where measurement is a far greater challenge due to its fragmented app store space. We used App Annie’s total of 98 billion installs in 2021 and AppsFlyer’s share of NOI and CPI.

4. ID matching rates up 10% to reach 26% of iOS NOIs – prompt optimization can deliver a better ad experience

IDFA is not dead

2022 saw a 10% rise in ID matching rates, reaching 26% of all NOIs in 2022 (including SKAN). It seems that apps are optimizing their ATT prompt experience and more users are coming around to the idea of providing consent given it delivers a better ad experience (see below). 

Clearly, the presence of IDFA is not negligible, although it has obviously experienced a massive drop since pre-ATT days when ID matching rates were above 80%. Capturing the behavior of consented users is highly beneficial for modeling, optimization, and benchmarking of marketers’ entire user base. 

Apps that have not yet implemented an ATT prompt are highly encouraged to consider changing their tune!

Ad load increasing post-ATT 

Another shocker is that there are more ads now than before ATT. Instagram, YouTube, TikTok and Apple have all introduced new ad units across more inventory to counteract existing ad formats that are worse off post ATT. 

As a result of this ad overload, users are served more irrelevant ads that create a negative user experience. That is why showing and optimizing the ATT prompt for consent is so important when heading into 2023. 

Pressure to deliver short term revenue

It’s possible that management pressures to deliver amidst the economic slowdown has forced the display of more ads for CPM revenue (from the publisher’s side). This yields easier short term revenue at the expense of potential long term damage such as churn, ad fatigue, and lack of effectiveness.

5. Non-gaming apps enjoy a 20% jump in IAP revenue while games are dealing with a 16% drop

We can clearly see the difference in gaming app IAP revenue between iOS and Android. Games are much more affected by ATT and the drop in data signals for optimization, which is why gaming apps haven’t grown in revenue as much as non-gaming since ATT launched.

Beyond privacy, it’s also important to note that the drop in iAP revenue is a known phenomenon in the gaming vertical. Some gaming brands own cash cow apps or lucrative franchises or are able to consistently create new hits — but many gaming brands manage to come up with one hit wonders and are struggling to compete with the uber successful ones. 

So a negative trend in gaming IAP per brand within the entire measured time frame does make sense.

Non-gaming apps can drive confidence by this IAP jump, as they might stay clear from having to reduce ad spend budgets like we saw in trend #2 (although we need to remember that this is based on overall revenue across all consumers, not just marketing-driven users who are a minority in this vertical).

In-app advertising revenue rising

Contrary to IAP, we see continuous ad revenue growth driven primarily by games across both platforms, with Android notching a sizable 48% YoY increase in IAA, and iOS not too far behind with a 38% YoY growth. 

This is likely because of hybrid monetization models that are gaining traction within gaming, and imminent pressure from management to deliver results, despite the economic slowdown leading companies to display more ads for easy short term gain through CPM.

Bonus trends 

1. iOS gaining ground in Android markets this year

After looking at the growth of installs this year (trend #1), it’s quite peculiar that typically Android-dominant markets are showcasing spectacular growth in iOS installs. In particular, we see Vietnam at 56%, India at 49% and Indonesia at 26% YoY growth in 2022 — despite having entrenched Android user bases. 

Even developed countries put up healthy iOS growth numbers, with the UK at 28% and Germany at 20% YoY growth. On the other hand, we see Brazil with a drastic 32% drop in overall installs this year, driven by the recent suspension of iPhone sales in the country.

2. The time has come to connect to connected TV 

As quite a few of our experts have pointed out in chapter 4, the cord cutting has ended and the age of CTV is here. Advertisers are searching for new ways to reach their target audiences, and CTV provides a consistent, streamlined way to reach large, casual audiences. 

According to the IAB, CTV ad spend is projected to grow globally by 14.4% in 2023 and will be the fastest-growing channel, beating out paid search and social media. Given this projection, it’s no surprise that according to 98% of brands, CTV advertising will one day be bigger in terms of ad spend than mobile advertising, with 25% saying this will happen in the next 2-3 years, and 62% claiming it will take 5 more years.

Total cross-platform CTV clicks measured by AppsFlyer grew 20.6% in just 3 months from July 2022 to October 2022. 

Now is the right time to start advertising on CTV before it becomes a heavily crowded and saturated space. The earlier you get into a new channel, the more you get out of it. 

Key takeaways

  • Top trends for 2022 included:
    • Total app installs growing 10% despite a post-COVID digital cooldown and economic downturn
    • Ad spend going down 5% YoY, apps spending $80 billion on UA in 2022 (which is a slight YoY drop)
    • ID matching rates going up 10% to reach 26% of iOS NOIs 
    • Non-gaming apps enjoying a 20% jump in IAP revenue while games are dealing with a 16% drop 
  • 2022 has been a year of adjustments and reckoning, and starting in 2023 we’ll see more and more marketing leaders driven into creative problem-solving that might take them out of their comfort zone. But out of necessity stems innovation.
  • Macroeconomic challenges will continue to affect the gaming industry in 2023. Platform privacy changes, globally rising inflation, economic slowdown, and return to real-life experiences, are all due to reshape how games are marketed next year.
  • Creating a new measurement framework that combines top down and bottom up methods while ensuring there is a single source of truth that can connect multiple data realities should be a key goal for your team in early 2023. 
  • Offering exceptional CX is becoming a top priority for brands that are after fortifying their existing user base and mitigating churn. This is the time to obsess about driving efficiency, prioritize client and employee retention, and provide strong customer value. 
  • Lifecycle efforts that span across email, SMS, and push notifications, will grow in importance. Making sure your teams are fully leveraging personalized messages combined with audience segmentation will help them drive stronger engagement, loyalty, and ultimately, more value for your customers.

The post Driving ROI through a storm: 2023 app trends & C-level predictions appeared first on AppsFlyer.

Attention Retention! 2022 app retention benchmarks report Wed, 23 Nov 2022 14:42:55 +0000 https://// Внимание удержание 2021 отчет

There is no retention without attention.  After all, retention rates — which measure app usage and loyalty — play a crucial role in optimization, monetization, and revenue forecasting. So if you’re not measuring this metric, pay attention to the fact that you really should. Giving retention the attention it deserves also means constantly monitoring rates […]

The post Attention Retention! 2022 app retention benchmarks report appeared first on AppsFlyer.

Внимание удержание 2021 отчет

There is no retention without attention. 

After all, retention rates — which measure app usage and loyalty — play a crucial role in optimization, monetization, and revenue forecasting. So if you’re not measuring this metric, pay attention to the fact that you really should.

Giving retention the attention it deserves also means constantly monitoring rates to ensure your campaigns are on track.

But, paying attention alone does not guarantee improved retention. Intense competition for installs across popular categories like Gaming, Shopping, Finance and high expectations for seamless digital experiences yields fewer opportunities for quick retention wins. 

Indeed, during Q3 2022, Android retention on Day 14 was down 6.5% from Q3 2021. Android Day 30 retention rates saw a slightly steeper drop, declining 10.3%. Significant declines in Finance (-23%), Gaming (-20%), Shopping (-12%) Day 30 retention rates from Q3 2020 to Q3 2022 paint a similarly grim picture. 

On top of that, there is the challenge of privacy — namely the loss of user-level data and data signals beyond the first days of a campaign. It is no surprise that app marketers often feel as if they’re operating in the dark. 

The reality is that relying on user-level data to measure and optimize campaigns is quickly becoming a thing of the past — currently in iOS and soon on Android. Instead, app marketers will have to be more savvy, taking advantage of new measurement methodologies to optimize user acquisition campaigns to pinpoint channels that drive loyal users.

While retention is currently difficult to measure on iOS devices, benchmark data continues to be a valuable resource based on data from consenting iOS users (although a minority, it’s not a negligible number), Android usage, and overall retention rates from organic and non-organic installs combined.

Owned media activities like push notifications, email, and SMS have become a crucial component of a comprehensive app marketing strategy, offering new opportunities to drive lifts in retention and long-term LTV of existing users.

The data used in this report covers 11 billion app installs across 11,000 apps in Q3 2022. Data is fully anonymous and aggregated. To ensure statistical validity, we follow strict volume thresholds and methodologies. 

Global iOS retention mostly unfazed as Android retention marches downwards 10%

Across Q3 of the past 3 years, Android Day 1-30 retention rates have steadily declined. In Q3 2022, Android retention on Day 14 held at 4.3%, down 6.5% from Q3 2021. Android Day 30 retention rates saw a slightly steeper drop, declining 10.3%. There is little doubt that the Android app landscape is more competitive than ever, leaving users more distracted and less loyal to one particular app. 

The onset of Covid-19 and home quarantines in 2020 boosted screen time across a larger selection of apps as consumers often got “bored” of their usual favorites and decided to explore competitor apps with tantalizing discounts.

iOS retention continues to hold steady with slight dips in 2022: retention rates have not changed much since 2020. With a 6.7% Day 14 retention rate, iOS apps saw retention decrease 1.5% year-over-year. 

Day 30 retention, a key indicator of user loyalty, shifted from 4.5% to 4.3%. Day 30 Retention dipping below 4% would be cause for concern on iOS as we move into 2023 and beyond. 

Rising star categories up 8-15% while competitive categories down 11- 32% in 2 Years

Star performers often get overshadowed by rising stars. After all, who doesn’t love a good growth story? We know that News is always the retention star performer, but that’s old news. 

2022 was filled with breaking news stories across environmental, commercial and political spheres, giving News apps plenty of curious readers. While some users may choose to distance themselves from troubling news, the category-leading 11.3% retention rate of Q3 2022 showcases how many users are coming back to News apps for more. 

Across app categories, we see Business, Music, Health & Fitness and Education apps as rising stars, with rising YoY Day 30 retention across both 2021 and 2022. Business Day 30 retention is up 10.9%, Health & Fitness is up 15.6%, Music is up 8.6% and Education is up 10.5% from Q3 2020 to Q3 2022. 

We also see categories that did not perform as well, with declining YoY Day 30 retention across both 2021 and 2022. Photography is down 31.8%, with significant declines also seen in Finance (-23.3%), Gaming (-20%), Productivity (-20%), Entertainment (-16.7%), Social (-15.2%), Shopping (-12.3%) and Travel (-11.8%) from Q3 2020 to Q3 2022. 

It is no surprise that these are the same categories showing impressive growth in installs year-over-year. With rising competition, apps within these categories will need to demonstrate their unique selling points if they wish to stand out and retain their users in the new year.

Japan is king at 5.1% while China languishes at 1.3% day 30 retention

Users in developing countries are always on the hunt for discounts of any kind. With this increased emphasis on price, we see less brand loyalty in developing countries, and consequently lower retention when compared to developed countries.

Developing countries like China, Brazil, India, and Vietnam saw considerably lower Day 30 retention in Q3 2022 at 2% or less. Low retention rates in such populous regions signals that rapidly growing smartphone usage does not automatically translate to increased retention. 

On the flip side, Japan leads the pack of developed countries at 5.1%, almost 300% higher than China’s 1.3% Day 30 retention rate. Many developed countries hover around the 3% range, such as the United States, Canada, Australia and the United Kingdom.  

Owned media remarketing surges past paid media remarketing in 2023

In Q3 2022, owned media remarketing campaigns, including push notifications, email, and SMS, drove a >100% lift to Day 30 retention rates across 6 categories: Social, Utilities, Gaming, Music, Entertainment and Photography. Only one category, Medical, reported a 6% decline in retention when using owned media. Owned media remarketing delivers higher retention rates and is practically free, but is much harder to scale. 

Marketers are catching on – 2022 has seen tremendous demand for owned media remarketing campaigns that don’t hurt tight budgets and are not affected by platform privacy shifts. Many companies are doubling down on building a strong brand image, and owned media allows a bespoke channel of communication to both loyal and new users. 

We see similar benefits for paid media remarketing campaigns, but with lower lifts than owned media. Only 3 categories showed a >100% lift with paid media remarketing campaigns: Utilities, Photography, and Gaming. Paid media remarketing is often cheaper than paid user acquisition campaigns, and is easily scalable, assuming you have the budget. 

If your app marketing strategy is focused on retention instead of user acquisition, there is no doubt that spending time and energy on varied remarketing campaigns, especially with owned media, can yield great results. This is extra valuable for the categories with declining YoY retention rates like Gaming, Shopping, and Finance. 

How to improve retention rates

With challenge comes opportunity. Yes, the competition is getting heated. Yes, users are more price-conscious than ever and have increasingly higher expectations. No, the situation is not impossible. Here are some ideas on how you can improve your user retention heading into 2023: 

  • Create superb UX: Strong retention rates begin with effective first time user experiences. Set realistic expectations with your users at the moment of install and deliver on what you promise. An exceptional user-experience plays a key role to drive ongoing customer loyalty and profitable LTV.
  • Utilize deep linking: Make sure you use deep links in your UA campaigns, and deliver a seamless onboarding experience where users are taken directly to the content they are most interested in viewing. The goal is to streamline the customer journey, moving the user from advertisement to install to conversion without friction.
  • Leverage owned media: Take advantage of your owned media sources such as push notifications, email and SMS campaigns to drive higher engagement and improved retention rates. Lifts in day 30 retention for apps that use owned media remarketing show that there is untapped potential for this medium in the coming years. 
  • Invest in re-engagement campaigns: Invest in consistent and value-driven re-engagement campaigns tailored to the user, beginning within a week of the install and continuing throughout the customer’s lifecycle. 
  • Embrace new measurement frameworks: In today’s privacy-centric reality, the main challenges in driving re-engagement campaigns are limited data, and the need to rely on aggregated data of user level metrics. Implementing measurement frameworks such as incrementality, predictive, and cohort analysis will help you plan, execute, and optimize your re-engagement strategy.
  • Compare against benchmark retention data: If you haven’t already, begin leveraging a wider range of app metrics. Even though iOS user-level information and retention data may not be available, benchmark reports and Android app trends can offer valuable insights that can be used to build out retention strategies.

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How to ASO like a PRO: The App Store Optimization guide Thu, 10 Nov 2022 11:55:48 +0000 https://// ASO guide - featured

The post How to ASO like a PRO: The App Store Optimization guide appeared first on AppsFlyer.

ASO guide - featured

App Store Optimization, or ASO for short, is the process of optimizing an app or game in app stores (Apple App Store, Google Play Store, Microsoft Store) to maximize visibility, improve conversion rates, and drive organic downloads. 

Essentially, ASO is the SEO (Search Engine Optimization) for apps. And ever since the introduction of ATT, ASO has become even more important. 

User acquisition is becoming more difficult than ever, with IDFA slowly being deprecated and Apple making a fast push towards contextual targeting. 

In this guide, you’ll learn how you can master ASO and explore its implications on your business.

ASO guide - chapter 1: What is app store optimization
Chapter 1

What is App store Optimization?

App Store Optimization is the process of improving the visibility, reach, and conversion rates of apps or games in app stores. Before we dive into the strategies of how to actually improve your rankings, let’s take a look at where it all began.

The brief history of ASO

Apple’s App Store launched in 2008, revolutionizing the way we use our phones. The same year, Google Play store followed for Android devices. What began with only 500 apps on launch, became 3.5 million on Google Play and 2.2 million on the App Store respectively in 2022. 

As suspected, it did not take long for the marketplace to become extremely crowded and competitive, which posed two big challenges: how can developers show their app? And how can users find new ones?

That’s where ASO came into play. Similar to how Google search had its own set of ranking standards for SEO, the App Store had its own algorithm as well. This included app keywords, numbers of installs, ratings, and reviews.

Thomas Petit divides the growth of ASO into two stages: ASO 1.0 and ASO 2.0. 

ASO 1.0

The early days of ASO were primarily focused on keywords. The best practices were to add keywords in your app title and your primary keyword in the keyword field when publishing your app. As competition grew, so did black hat ASO strategies (tactics that were against the terms of service to hack app rankings).

ASO 2.0

ASO then got a little bit more complicated. Stuffing your app description with nonsensical keywords didn’t cut it anymore. It was about improving user experience. 

In this phase, the ASO algorithm began to factor in browsing behavior and referral traffic behavior. This included conversion rates and time spent on the app page to dictate the quality of the app.

There is a bit more complexity to ASO today. You’ll see what we mean as we dive deeper in this post.

Why in the world should you care about ASO?

App store optimization goals

ASO helps increase impressions and drive more organic downloads. This means more brand exposure and most importantly, more revenue.

Let’s say someone is searching for a workout app, so they type in “workout app” in the App Store. The difference between showing up in the first position compared to the fifth page of results is massive. 

So it’s clear: improving your rankings gives you a competitive edge. The top position is like having a restaurant right in the middle of the busiest street in town. It lets people know instantly that you’re the real deal. 

In contrast, the fifth page of the search result is the hidden alley tucked away in the shadows. No one will dare to venture there — and if they do, they’re going to be skeptical about the quality of your food.

ASO as a user acquisition strategy

Successful ASO leads to acquiring new users organically, which are typically more engaged and loyal than paid users. A higher conversion rate means more downloads, and lowering of overall user acquisition costs across all your marketing channels. 

ASO is integral to staying competitive in today’s market, especially if you don’t have the budgets to compete against the big conglomerates. 

ASO vs. SEO: are they the same?


App store optimization and Search engine optimization are conceptually very similar. SEO involves optimizing a website to improve rankings on search engines like Google, Bing, and DuckDuckGo, while ASO involves optimizing an app to improve rankings on app stores. 

The biggest differences can be found in how they’re executed.
ASO is focused on driving organic downloads, reducing user acquisition costs, and improving discoverability, whereas the goal of SEO is to drive organic traffic and conversions on a website.

ASO guide - chapter 2:  ASO iOS app store vs ASO Google play store
Chapter 2

iOS app store vs. Google play store

Across platforms, ASO is about making your app’s product page as informative, relevant, and enticing as possible. That said, there are some key differences between Apple’s App Store and the Google Play Store that you should know about, especially in their algorithm and their ranking factors. 

While the exact algorithm isn’t publicly available, both app ranking algorithms are tied to four key concepts: perceived quality, freshness, brand scale, and user value. 

Here are some factors that contribute to the criteria:

Apple App Store ranking factors

  • App name
  • App subtitle
  • App URL
  • Keyword field
  • Update cycle
  • Downloads
  • Engagement
  • Number of installs
  • Reviews and ratings
  • App updates
  • In-app purchases

Google Play Store ranking factors

  • App title
  • App short description
  • App long description
  • Update cycle
  • Number of installs
  • Reviews and ratings
  • In-app purchases
ASO guide - chapter 3: How to ASO like a pro
Chapter 3

How to ASO like a pro

Now that you’ve learned why ASO is critical to your app’s success, let’s get tactical. In this chapter, we’ll cover how to conduct keyword research and apply them to your product pages to attract more eyeballs and drive more downloads.  

How to conduct keyword research

Let’s start by establishing what a keyword is. A keyword is a searchable term that describes your app, and can be divided into four main categories:

  1. Problem: what needs are you solving?
  2. Feature: what does your app do well?
  3. User: what are the demographics and psychographics of your user base?
  4. Location: where is this app used and for what occasion?
  5. Action: what action does your app enable? Book a hotel? Rent a car?

1 – Brainstorm keyword ideas

There are a million ways you can come up with ideas. Here are a few ways to drum up a list of keywords to begin with:

  • Use keyword research tools like AppRadar or AppTweak
  • Open a thesaurus and find as many synonyms to your primary keywords
  • Read user reviews
  • Scout your competitor’s keywords
  • Describe what makes your app unique
  • Identify your niche
  • Use autocomplete or use AI keyword suggestions 

2 – Validate and narrow down your keywords

Now that you have a substantial list of keywords, filter the best ones by identifying these key points:

  1. Relevance: how closely related is this keyword to your app? Is it too much of a stretch? If it is — drop it.
  2. Difficulty & competition: how many apps are competing for this keyword? Is there an opportunity for arbitrage at your current volume?
  3. Search volume: how many people search for this keyword?
ASO keyword research

All the ASO ranking factors you need to know 

Now that you’ve mastered keyword research, let’s dive deep into how you can apply it on your app page. 

The app store search results show a paid app above the fold, and users will have to scroll down to access the organic results. 

Here’s what you can optimize to rank higher:

App name and title

Considered one of the biggest ASO ranking factors, an app title is the official name of an app displayed on your product page in the App Store of Google Play Store. 

For both stores, the limit is 30 characters, which means you will have to keep it brief (typically no longer than four words). 

How to name your app

  1. Take your list of keywords and find a way to incorporate it into your title.
  2. Identify a unique name that doesn’t violate an existing copyright or trademark. 
  3. Consider using one of these combinations:
    1. Brand name + single keyword (Panera Bread, Google Photos)
    2. Brand name: keywords and phrases (Canva: Design)
    3. Condense words and phrases (WeChat, Dropbox)
    4. Create a completely new word (Airbnb)

For more tips, read our guide on how to write an effective app title.

1 – The subtitle

Your subtitle can be up to 30 characters and is the second biggest ASO ranking factor. This can either be a tagline or a call-to-action. For the sake of space, consider using commas to list successive keywords. 

2 – Keyword field

Publishers can enter up to 100 characters to describe their app, which is not visible to the public. You can enter multiple keywords, separated by commas. Just bear in mind that commas do in fact count towards the character limit and avoid adding spaces after the comma.

3 – Titles of in-app purchases (IAPs)

Carrying the lowest ranking weight, the name of in-app purchases provide additional context to the algorithm. 

4 – Package name (Google Play)

On the Google Play Store, you can publish your app using a custom URL, or what they call a package name. You can add your primary keywords there, but be aware that the URL can only be published once and cannot be changed down the line.

5 – Don’t duplicate keywords on iOS

The Google Play Store rewards apps that use the same keyword across their title, descriptions, and other placements. Use a keyword once in the title, short description, and up to five times in the long description. 

On the flip side, be mindful of the fact that iOS only factors one keyword once, so avoid duplication on the App Store.

6 – Short description

The short description is up to 80 characters on Google Play and 45 characters on the App Store. This should be a quick overview of what your app offers. The copy should be enticing enough for potential users to expand by clicking “see more” to read the full app description. 

7 – App description

ASO app description

The character limit for app stores is 4,000 characters. That gives you a lot of space to work with your app description. Be sure to use your primary, secondary, and tertiary keywords through all the while describing the following:

  • Your most compelling features
  • What makes your app unique
  • Why a user will love it
  • What are the key benefits
  • What problem you are solving

Add a little flavor by including social proof like prestigious awards you’ve won, sharing raving reviews, and pointing out how highly rated you are (ie: we’re the #1 rated soccer score app!)

ASO guide - chapter 4: ASO tips and tactics
Chapter 4

ASO tips and tactics

Okay — you’ve made it this far and you’re nearing the finish line. However, ASO is an ongoing and long-term process that requires constant testing and monitoring. There’s always something you can improve. 

Here are a few additional tips and tactics to bump up your rankings:

Freshen up your app frequently

No one wants to use an outdated app. Design trends are changing and app stores want to know you’re actively improving your app on a regular basis. 

Experts recommend that you update your metadata (app name, description, images, videos) every four weeks on the App Store and every 6-8 weeks on the Google Play Store. That said, every app is different and we recommend you use this as a baseline before testing a frequency that works for you.

The habit of updating your app on a regular basis sets you up for any app store updates and algorithm changes, allows you to adjust to new competitors in the space in a more agile way, and ensures your app stays relevant.

Visual design improves conversion rates

Writing the right descriptions isn’t nearly enough. Design plays a huge role in app store marketing, and better design leads to higher engagement, more views, clicks, and conversions. 

Your visuals are made up of three key elements: app icon, app screenshots, and app preview or promo videos. Let’s explore these elements and see how you can leverage each one to improve your rank and conversion rates:

1 – App Icons

A well designed app icon is distinctive, memorable, and scalable. To do that, use text only when it’s necessary. Choose graphical icons over photos, so they can scale according to the context of where it’s shown. And lastly, always be testing.

For more inspiration, consider following Apple’s app icon guidelines

2 – App screenshots

ASO app store screenshots

App screenshots are the best way to make an excellent first impression. Considering how much real estate they take up, this is an excellent way to tell a story and present your most unique features. 

In the first screenshot, be sure you present your primary selling point. For example, Airbnb says “Search. Book. Travel. Explore.” which tells you exactly what to use the app for. 

Here are some additional tips for you to stand out:

  1. Simplicity is key. Make your app the star of the show and avoid any unnecessary distractions.
  2. Keep text to a minimum. 
  3. Ensure your screenshots flow together to tell a story.
  4. Be consistent with your choice of color to match your brand color scheme.

3 – App preview & promo video

The app preview video for the App Store and the promo video for Google Play are video advertisements of your ad. This allows you to give potential users a good look and feel of how the app works. 

Be sure the entire video is filmed within your app and that you’re giving an honest preview of the app’s capabilities.

Think of it like a test drive, as this is an opportunity for potential users to get first-hand experience of using your app. 

Here are some additional tips:

  • Draw the users in within the first five seconds.
  • Keep the video short and be mindful of pacing.
  • Provide good sound quality.
  • Include a clear CTA.
  • Ensure you’re not using copyrighted music and images.
  • Assume users are also watching your video without sound. Use text and graphics to explain your key message.

Run data-driven A/B tests

ASO AB testing

Let’s say you’ve filled out your profile, got all your screenshots in line, and your app preview video blows your competition out of the water. Experimentation is the key to continuously improving your rankings and conversion rates. Here’s how:

  1. Survey your app category. Begin by keeping a close eye on your competitors, how they rank, and how they’re showcasing their app.
  2. Make sure you have enough traffic to test performance. A good place to start is to be receiving at least 400 visitors on your app profile.
  3. Form a hypothesis by setting a simple, clear, and measurable goal. This can include improving traffic, conversion rates, time to click to install, engagement rates, and retention rates.
  4. Consider testing for different locales. And don’t apply your learnings from an Apple App Store A/B test with a Google Play Store, as both platforms offer a slightly different user experience and behavior, which calls for separate testing.
  5. Create a variation to be tested. Whether it’s a new screenshot or adjusting your long description, make sure you only introduce one significant change.
  6. Run the experiment for a week or two and analyze the results. Again, make sure you’re working with significant data. 
  7. Analyze the results and optimize accordingly!

Keep seasonality in mind

Just like Mariah Carey and Michael Buble’s popularity during the holidays, seasonality causes fluctuations in user behavior that must be taken into account. In the New Year, we found there’s a massive spike in fitness app downloads (which correlates to new gym memberships). 

The lowest hanging fruit is to update your app icons, screenshots, and promotions to represent Halloween and the Holiday season. This can be as simple as putting a santa hat on your logo or announcing new holiday themed in-game content in your screenshots.

Then there are category-specific themes. Perhaps the World Cup is coming up or the NBA season is about to start, or maybe you’re announcing a new blockbuster movie in your streaming app. 

You can showcase all of these in your product page. And like your Christmas tree, remember to not keep it up for too long, to avoid looking lazy or outdated.

ASO guide - Key takeaways
Key takeaways

That was a long one! Here are the most important takeaways to help with your ASO today:

  • ASO is the process of optimizing an app or game in app stores to maximize visibility, improve conversion rates, and drive organic downloads. 
  • The top 3 positions receive about half of all downloads while anything past the 10th rank gets practically none. 
  • ASO for the App Store and the Google Play Store are mostly similar. Unlike the Google Play store, though, the App Store doesn’t give extra weight for duplicate keywords. 
  • ASO is an ongoing process that requires plenty of testing. Be sure you’re working with a significant amount of data before drawing any conclusions. And as with anything else — always be testing!

The post How to ASO like a PRO: The App Store Optimization guide appeared first on AppsFlyer.

The great Indian festive season cheat sheet 2022 Sun, 23 Oct 2022 09:11:58 +0000 https://// IN Festive one-pager 2022-OG

The festive season is a time for rest, peaceful reflection, precious family time, and giving meaningful gifts to our loved ones.  This festive season will be no different. So we’ve created this handy cheat sheet for you, packed with critical insights from the festive season of 2021 as well as a few hot 2022 Android […]

The post The great Indian festive season cheat sheet 2022 appeared first on AppsFlyer.

IN Festive one-pager 2022-OG

The festive season is a time for rest, peaceful reflection, precious family time, and giving meaningful gifts to our loved ones. 

This festive season will be no different. So we’ve created this handy cheat sheet for you, packed with critical insights from the festive season of 2021 as well as a few hot 2022 Android trends. 

With a focus on shopping, finance, entertainment, and food & drinks verticals, we hope this cheat sheet can be your quick and trusted reference for this festive season.

Get your Great Indian Festive Season Cheat Sheet — a must-read for every app marketer with quick insights into unlocking the true potential of your marketing activities.

What’s inside:

  • Top trends from the 2021 festive season and what they mean for marketers now
  • Critical trends from 2022 and how marketers can leverage these opportunities
  • Key takeaways from industry leaders

We hope you will find it insightful. Happy Festivities!

The post The great Indian festive season cheat sheet 2022 appeared first on AppsFlyer.

The app marketing guide: Cracking the code to app success Thu, 13 Oct 2022 05:52:25 +0000 https://// App marketing guide - featured

The post The app marketing guide: Cracking the code to app success appeared first on AppsFlyer.

App marketing guide - featured

With 3.5 million apps on Google Play and 2.1 million apps on the Apple App Store, how do you stand out? Is there a method to the mobile app madness? Well, yes and it’s called app marketing.

The way apps are used, sold, and marketed has changed dramatically over the years — which presents a unique opportunity for marketers to capitalize on.

While the days where 99 cent apps provided unlimited access are long gone, free apps are monetized through subscriptions, micro transactions, and in-app purchases, making the app marketplace one of the most lucrative opportunities for advertisers and developers today.

So even if you may feel that the ultimate goal of app marketing is to drive installs, bear in mind that a successful campaign also increases retention, usage, and ultimately spend on the app. 

In this guide, we’ll cover everything you need to know about app marketing — from the fundamentals to practical expert tips and trends, all designed to help you create the next golden goose app.

App marketing guide - chapter 1: What is app marketing?
Chapter 1

What is app marketing?

App marketing is the method of building awareness, acquiring new users, and retaining ones through advertising, placements, and promotions.

The difference between mobile app marketing and mobile marketing 

One of the most common mistakes marketers make is confusing mobile app marketing with mobile marketing

Mobile marketing is the broad definition of all things related to advertising, promoting, and marketing using a mobile device as a medium. This can include SMS marketing, email marketing, and marketing using notifications.

On the other hand, mobile app marketing is the promotion of a specific app.

The difference between app marketing and app advertising

App advertising is a paid methodology utilizing channels like in-app ads, banner ads, text ads, and rich media mobile ads. Mobile app marketing, however, encompasses both organic and paid methods to acquire, retain, and convert users.

Types of app marketing

Types of app marketing

There are numerous ways to get your app out there. What’s important to keep top of mind is that your direction is more important than your speed. You can’t just go out there and wing it! Your time and money is more valuable than that. 

To help you strategize, here’s a brief overview of the different ways to market your app today. 

But remember, every app serves a unique purpose and audiences, so make sure you explore options that makes the most sense to you

App Store Optimization

App Store Optimization, or ASO for short, is the process of optimizing your app store presence to drive more downloads. It’s essentially the same concept as SEO, but for apps. 

In other words, ASO helps your app get more eyeballs to your app store page, show up for relevant keywords, and drive as many installs as possible. 

Compared to paid campaigns, successful ASO leads to a continuous stream of new, and more engaged organic users. 

Marketing your app on social media

Social media is a powerful tool to build your brand both organically and through paid channels. 

Pokemon Go is an excellent example of this. Organically, they post tutorials, visual guides, and secret event drops that continue to engage their most loyal players. 

Their paid advertising adds another dimension to their marketing mix, by promoting new events and enticing offers to new and returning players. The combination of the two makes Pokemon Go one of the highest grossing mobile games, generating over $887 million in 2021 alone.

What is influencer marketing?

Growing an organic audience on social media is getting harder by the day. Paid traffic is becoming more competitive and free organic reach is becoming increasingly limited across all social media channels. 

This is why brands are partnering with influencers to increase their brand awareness and drive conversions, by having an influential celebrity, online persona, or industry expert endorse your app. 

And when you look at the numbers, leveraging an influencer marketing strategy makes complete and total sense. 61% of consumers trust influencers, while only 38% trust messaging directly from brands, driving the influencer marketing industry to be valued at a record $16.4 billion.

What is in-app advertising?

In-app advertising (IAA) is the monetization strategy where app developers get paid to serve ads in their mobile app, which has become a critical revenue stream for app developers in a freemium-dominated market. 

IAA allows app marketers to reach relevant users in tangential spaces at the right time. If you think about it, casual gamers are more likely to download other casual games and so on.

App marketing visualized – The app marketing funnel

App marketing user journey funnel

There are two ways to conceptualize how app marketers can reach and convert new audiences. These pathways are called funnels — and there are two main types:

The first is the classic three-step journey, where a potential user starts at the awareness stage, moves to the acquisition stage, and ends at the retention phase. 

This is often more broadly applied to marketing strategies even outside of app marketing.

The second funnel is the user journey — that is more specific to app marketing. It starts with an impression, then clicks, app store, download, install, and ends with an in-app event.

Although the two funnels coincide with each other, they do serve two different levels of specificity: 

  • Impressions fall under the awareness stage 
  • Clicks, app store, download, and install — all fall under the acquisition stage
  • In-app events fall under the retention stage

Don’t worry if that’s a little confusing. Let’s dive into each stage in more detail.

App marketing guide - chapter 2: App marketing awarness
Chapter 2

Awareness – Get your name out there

Let’s start at the very top: attracting new potential users to your app, aka the awareness phase

This is the critical stage where you try to build your reputation, buzz, and general awareness — to maximize visibility, build recognition, and make it easier for the user to reach a decision.

The awareness stage generally starts very broad, which is why it pays off to dedicate your resources into understanding your target audience before anything else.

Be your audience’s friend, therapist, expert, and consultant

The very first step is to start formulating your who, when, why, where, and how. Begin by asking yourself the following questions:

  • What problem is my app solving?
  • Who faces these problems?
  • What content does this audience engage with online?
  • What age group am I targeting?
  • What competing apps can I draw inspiration from?
  • Is my app designed to entertain, educate, or serve as a luxury item?

The next step is to challenge and bolster your hypothesis by speaking with your users. 

Conduct surveys, but if you can, try to engage a power user. Ask deep questions and make sure you’re challenging your own biases. If you have the budget to do so, consider focus groups as well.

Explore organic marketing channels and owned media

You can now decide on a channel where your audience lives based on your research. 

In the awareness stage, it’s integral that you devise a strategy that doesn’t spread your resources too thin, but also allows you to test as many channels as possible.

Creating an organic marketing strategy on your owned channels is crucial. Whether it’s growing an email list or building a TikTok following, this is a great opportunity to start spreading the word — naturally. 

Here are some tips to help you get started:

  1. Treat your profile like a landing page. Be clear about what you do, update your profile image and banners, provide a clear CTA, and add your contact information.
  2. Conduct competitive research. Have a look at the top performing posts from competitive apps and draw inspiration from their tone, copy, style, and content formats. Inspiration can also include what you don’t like or are missing in their owned media strategy.
  3. Experiment with things that don’t scale. Sometimes it’s sending personalized DMs to smaller creators for collaboration opportunities or asking your audience questions about what they want to see.

Whatever your content play is, make sure that you’re always testing new formats and creating content that best resonates with the audience’s pain points you’ve listed above. 

App marketing guide - chapter 3: App marketing acquisition
Chapter 3

Acquisition – Driving App Installs

Now that you’ve established your presence online, it’s time to kick up a notch and devise a strategy to get more users to download your app. 

In the acquisition stage, the focus is on generating installs through both paid and organic channels. You can take several directions when it comes to placing your focus on a few key strategies, which we’ll go over in just a bit:

Paid advertising app marketing

Paid advertising

An effective paid strategy is a well-tested one. Whether you’re investing in TikTok, Snapchat, or Instagram — your messaging, creatives, and targeting have to be fine-tuned over time. 

A successful paid strategy begins by owning clear KPIs. A firm grasp of what to test, measure, and define success with — is key to getting the most out of your ad budget.

Some paid ads strategies could include making a lookalike audience from your highest-paying users. Or consider remarketing campaigns to offer special promotions to users who haven’t engaged with your app for a while.

App Store Optimization

As discussed in Chapter 1, ASO is the process of optimizing your app store to drive more traffic and installs. Now let’s get a little bit more tactical. 

Here are a few ways you can get started with App Store Optimization today:

  1. Be clear about defining your app’s target audience. Identify their demographics, roles, and characteristics — to nail down your messaging.
  2. Conduct competitive research to see what has been working and not working for competitors in your niche.
  3. Research keywords that describe and solve your audience’s core problems. Consider using keyword tools like AppTweak or AppRadar to help.
  4. Validate your keywords by using these three criteria:
  • Relevance – how specific is this to my audience?
  • Difficulty or competition – how competitive is it to rank for this keyword?
  • Search volume – how many people search for this keyword, if any at all?
  1. Integrate your keywords naturally into your app store product page. 

For a full step-by-step breakdown on how to execute this, read our ASO guide here.

App marketing guide - chapter 4: Retention and engagement strategies
Chapter 4

Garnering loyalty – Retention & engagement strategies 

As the old adage goes, it’s cheaper to retain a customer than to acquire a new one. In today’s world where apps are driven by in-app purchases and subscriptions, building a loyal user base serves as the absolute holy grail for effective monetization. 

There’s good news and bad news when it comes to retention and churn. Bad news first. 50% of uninstalled apps were deleted because they weren’t in use. The good news? 90% of users are more likely to continue using an app if they engage with it at least once a week. 

So how do you stop being just an untouched logo on the third page of someone’s home screen? Here are a few strategies to get you going:

Provide a concierge onboarding experience

First impressions are everything. If you show up to your first date late and unkempt, you’re most likely not going to get a second chance. In the same way, you want to blow new users away with a great onboarding experience.

Here are a few tips to follow:

  1. Keep it short. Minimize the number of steps to go through a tutorial.
  2. Present value ASAP. Grab the user’s attention as quickly as possible by showcasing your ‘WOW factor’ as early as possible. 
  3. Provide help content. Whether it’s tutorial videos or help articles, self-service content can help your new users maximize the utility of your app.
App marketing push notifications

Utilize push notifications… tastefully

Notifications can be stressful. The average US smartphone user receives no less than 46 per day! But thoughtful notifications can be extremely helpful. For example, nobody will say no to a 50% discount on their next delivery order.

Whether it’s a limited-time sale, a special in-game event, or a reminder to check-out, push notifications are extremely effective to re-engage with your users at the right times.

So how much is too much? 10% of users disable notifications when receiving one notification per week, and 40% disable when receiving 3-6 per week. So you do the math.

But the truth is — it’s less about the number of notifications, and more about their purpose. So be intentional and mindful about when you send them out.

Paid re-engagement campaigns

Sometimes life gets in the way and your power users forget about your app. An effective paid re-engagement strategy can help get your most profitable users back to your app with a little nudge in the right direction. 

You don’t want to waste your precious ad dollars re-engaging with every single user who stopped using your app. Instead, segment your audience to re-engage users who used to use your app frequently. 

For example, let’s take a user who hasn’t initiated your game in the last 14 days but used to pay for a monthly membership. You can target them with a ‘welcome back’ bonus by offering in-game rewards. 

Or, perhaps you run an ecommerce app. In that case, identify users who haven’t made a purchase in the past two months and offer a unique discount for their next order.

App marketing guide - chapter 5: App marketing metrics
Chapter 5

Indispensable app marketing metrics you need to know

A successful app marketing plan is clear and measurable. With hundreds of confusing acronyms out there, which one should you focus on? Here are the ten most important app metrics to look out for:

  1. Click Through Rate (CTR): The share of users who viewed and clicked an ad. Although CTR may be considered a vanity metric, it’s an effective baseline measure of an ad’s creative performance.

Calculation: Number of clicks / Number of ad views

  1. Click to Install (CTI): The share of users who clicked and then installed your app. This measures the correlation between the two strongest touchpoints in your pre-install user journey. CTI helps indicate relevancy, app store performance, and loading times.

Calculation: Number of installs / Number of ad clicks

  1. Return on Ad Spend (ROAS): This measures the profitability in dollar amount of your ad spend to provide a high-level view of your campaign’s performance. 

This is also a strong indicator of the quality of users you acquire. In other words, ROAS is the dollars spent on marketing divided by the revenue generated by users attributed to the marketing campaign — within a specific time frame.

Calculation: User-generated revenue from a specific campaign in given time frame / Total marketing spend

  1. Daily Active Users (DAU): A measurement of how many unique users engage with your app within a 24-hour period, which is commonly used for games or other apps that are used daily. 

Calculation: Unique new users + unique returning users

Alternatively, Monthly Active Users (MAU) is an alternative metric that indicates the number of users who use an app within 30 days.

  1. Churn rate: the rate in which users are uninstalling your app, downgrading plans, or canceling subscriptions. Conversely, retention rates define how many users are continuing to purchase, upgrade plans, and renew subscriptions.

Calculation: total # of churned users / Total # of users

  1. Average Revenue Per User (ARPU): the average cash generated per user made through in-app purchases (IAP), ad impressions, ad clicks, subscriptions, or paid downloads. ARPU is an effective indicator in measuring the quality of users with a dollar amount. 

Calculation: Revenue during a predefined period of time / Total # of users

App marketing metrics

7. Purchase Frequency (PF): The frequency with which your users make purchases. This helps separate users who made zero purchases from your highest repeat purchasers. 

PF is an effective indicator for user loyalty. Consider creating lookalike audiences for your highest PF users, and removing them from your remarketing campaigns (as they’re already engaged).

Calculation: Total # of purchases over a time period / Total # of users during the same time period

8. Lifetime Value (LTV): The total projected revenue a user will generate over a specific period of time. Since it’s cheaper to retain existing users than finding new ones, LTV helps you focus on attracting the most profitable users. 

It also provides a framework for your ad spend, allowing marketers to calculate how much ad spend to dedicate to a campaign in order to remain profitable.


Step 1: Average purchase value = (Total revenue / Number of purchases)

Step 2: Average purchase frequency rate = (Number of purchases / Number of unique users)

Step 3: User value = Average purchase frequency rate x Average purchase value
Step 4: LTV = User value x Average user lifespan

9. Funnel conversion rates: The percentage of users progressing in each stage of your app funnel. This can be measured by mapping specific in-app events first and then measuring the conversion between the two events. 

For example, you can measure install to purchase. This helps identify where users may be getting stuck in your funnel, which provides insight into where you can improve and optimize your app.

Calculation: (Total # of desired event conversions / Total # of initial events in the app) x 100

App marketing guide - chapter 6: key takeaways
Key takeaways
  • App marketing is the method of building awareness, acquiring new users, and retaining users of a mobile app through advertising, placements, and promotions.
  • The app marketing funnel is split into three stages: awareness, acquisition, and retention.
  • Every successful app marketing campaign begins with understanding your audience. Formulate your who, when, why, where, and how with as much research as possible.
  • A successful app marketing plan is simple, clear, and measurable. Instead of drowning yourself in thousands of metrics, focus on a handful of the ones listed in Chapter 5 — that makes the most sense for your app needs.

The post The app marketing guide: Cracking the code to app success appeared first on AppsFlyer.

The MMP buying guide – Your handbook for getting the foundation of your tech stack right Wed, 28 Sep 2022 06:00:00 +0000 https://// MMP buying guide - featured

The post The MMP buying guide – Your handbook for getting the foundation of your tech stack right appeared first on AppsFlyer.

MMP buying guide - featured

If you’re here, you probably already know you NEED a mobile measurement partner, also known as an MMP. Data-driven growth strategy is your holy grail and mobile measurement is your map to the stars. Obviously. 

Being able to answer mission-critical questions such as “which user acquisition (UA) channels bring in the highest lifetime value (LTV) users?”, or “which campaigns are yielding the highest return on ad spend (ROAS) and in which regions?”  — are but a fraction of the real-time insights an MMP solution can offer.

But where to start? 

You already know that with knowledge comes power. But how DO you choose an MMP?

The current MMP market is made up of a relatively small number of players, attesting to the heavy tech and thousands of integrations that are required to allow it to run. 

Unlike other tools in your tech stack, the MMP market is pretty clearly defined. Each player comes with their own set of strengths and compatibility with different business sizes and needs.

And while at first glance, it may seem like all the solutions out there are quite similar — i.e. clicks measurement, click-to-install attribution, in-app events attribution, etc. —  there are big differences when it comes to the needs, size, and maturity of your company. 

Quite a few important factors need to be taken into consideration when on the prowl for the right measurement partner — especially in the face of the recent and future privacy changes, courtesy of Apple and ֿֿֿֿGoogle.

So how do you determine which MMP is the best partner for your app’s unique needs? 

You needed answers — we listened, and put together all the essentials: how to identify and pinpoint an MMP solution that meets your needs like a snuggly glove, which pitfalls to avoid, and how to get crucial buy-in from your boss.

MMP buying guide - chapter 1: MMP landscape and privacy in post iOS14 era
Chapter 1

Times they are a-changin – The MMP landscape and why privacy in our post-iOS14 era is such a major consideration

The major MMPs on the market are AppsFlyer, Branch, Singular, Adjust, and Kochava. All aim to support slightly different needs and business sizes.

What turned this entire industry on its head and redefined mobile attribution as we once knew it — was iOS 14. 

Prior to Apple’s shocking announcement in April 2021, MMPs were able to access iOS users’ ID called IDFA and use them in the attribution process to deterministically attribute with great accuracy. 

Post iOS14, however, IDFA access was made available only given user consent, with Apple’s SKAdNetwork framework controlling the attribution process on an aggregate level. 

What does that mean for mobile attribution?

It means that both MMPs and ad networks get their iOS data from one source — SKAdNetwork (SKAN), which comes with its long list of limitations. 

These limitations, however, can be mitigated with the right MMP by your side. Here’s the gist of it: 

Challenge: Data flow is decentralized and distributed, which means each network receives its own postback data.

Solution: A consolidated, unified single source of truth (SSoT) that can accurately dedupe multiple sources of data .

Challenge: Attribution flows in SKAN are limited to direct app-to-app and click-to-install.

Solution: Aggregated advanced privacy (AAP) and web-to-app measurement.

Challenge: There’s an unavoidable fraud risk as data could be easily manipulated en route. 

Solution: Fraud detection and prevention.

Challenge: Even with the release of SKAN 4.0, KPIs are still limited and timing constraints still exist, meaning the full measurement lifecycle is limited to three postbacks, each based on a specific activity window (0-2 days, 3-7 days and 8-35 days). 

Solution: Predictive analytics

Challenge: SKAN’s conversion values are extremely complex to figure out and configure.

Solution: Conversion studio.

Challenge: When Apple’s privacy threshold isn’t met, conversion values come back as “null”.

Solution: Machine learning-based model that provides accurate results down to the adset level (more details on this ability will be announced soon).

So in case that wasn’t clear, privacy has taken center stage in app marketing, impacting attribution models, campaign optimization, monetization methods, remarketing, and mobile fraud. 

Apple, by the way, is most certainly not the only contributor to this massive shift towards user privacy. Meta also no longer provides advertisers user level data on Android (only to MMPs), Google is deprecating 3rd party web cookies, terminating GAID (its user identifier) and is rolling out the much-discussed Privacy Sandbox

These, together with additional changes that are yet to come, are all adding an undeniable layer of complexity to the ability to run an end-to-end, granular mobile measurement.

The good news for you is — there are MMPs out there that stay ahead of the privacy curve to ensure you can still gain visibility into mission-critical trends, draw timely and actionable performance insights, carry out a data-fueled growth strategy, and optimize your budget spend on the fly.

Which brings us to the more practical part of our guide.

MMP buying guide - chapter 2: MMP use cases
Chapter 2

Use cases – Who uses an MMP solution and how?

An MMP is a marketer’s best friend, that much is true. But, the wealth of real-time, accurate, cross-channels data it offers can and should be used by stakeholders outside of marketing as well. 

Let’s explore a few use cases for what an MMP offers each team:

Use case #1 – Marketing team

  • Measure and optimize ongoing campaigns.
  • Use a single source of truth for your siloed performance measurement (this includes accurately deduping data from multiple sources, data inconsistencies, unstandardized & messy data coming from partners and ad networks, unattributed non-organic installs, evaluating actual iOS cost metrics, and understanding organic baseline).
  • Calculate user LTV, spend, and ROAS data across all partners, platforms, and channels.
  • Create smart audiences to be able to craft effective and highly personalized campaign segmentation. 
  • Allocate budget effectively according to real-time, accurate, and fraud-free campaign performance.
  • Block fraud from polluting your data and draining your budget.

User Acquisition team

  • Create a delightful customer experience using deep linking to streamline journeys like web-to-app, email-to-app, QR-to-app, social-to-app, referral-to-app, text-to-app, CTV-to-app, etc.
  • Gain access to aggregated user-level data using data clean rooms, and then draw actionable insights around UA activities.

Use case #2 – Product team

  • Test, measure, and optimize new feature adoption / product updates, and keep track of where users are getting stuck by monitoring user journeys.
  • Gain important insights around UX by putting in place in-app feedback surveys that will be shared with users during pivotal stages (e.g. Day 1, Day 30, etc.), and later on funneled into periodical product updates.
  • Understand how different cohorts of users interact with your app, and adjust product strategy and roadmaps accordingly.

Use case #3 – BI/Analytics team

  • Stream data into internal BI systems with ease and on the spot.
  • Use predictive modeling to examine historical campaign data, past user behavior data, and transactional data — to predict future actions.
  • Enable you to provide the marketer with the necessary data — so the latter can nip underperfoming campaigns in the bud, or quickly double down on successful investments. 

Use case #4 – R&D team

  • Simplify integration and compliance for complex tools such as Apple’s SKAdNetwork and Google’s Privacy Sandbox.
  • Save endless hours of connecting to each media partner’s SDK individually.
  • Integrate with other tools in your tech stack with ease.

Use case #5 – Security team

  • Identify, mitigate, and prevent ad fraud using real-time fraud detection (consisting primarily of bots, click flooding, device farms, and click injections).
  • Ensure full compliance and alignment with all applicable privacy legislation and platform requirements, including authentication security measures.
  • Enable business continuity by relying on 99.9% server uptime and uninterrupted data availability.

Use case #6 – Customer retention team

  • Keep churn rates at bay and improve user LTV by continuously monitoring retention and churn rates. 
  • Monitor granular data around when and why users are leaving the app, which will also inform your marketer’s decision-making around in-app events.
MMP buying guide - chapter 3: MMP solution
Chapter 3

How to sell an MMP solution to your boss

Let’s say your boss is not entirely sold on why you need to partner with an MMP to begin with – How do you respond?

First thing’s first. You need to think about all your current and potential blind spots, how they affect your ability to measure accurately, and in which ways do these blind spots affect your business as a whole. 

How do you pinpoint these blind spots? Start with the following questions:

  • Am I able to accurately assess how my campaigns are performing? How is their performance affecting other mission-critical activities in my organization?
  • Can I look at my performance measurement across channels, devices, and platforms as a whole with full trust?
  • Given the increasing user privacy wave, do I have the right technology layer in place to help me measure granularly while safeguarding my customers’ data?
  • Can I really drive growth with confidence while flying blindfolded?

Assuming the answer is “no” to most if not all of the above, the need for an MMP solution should now be clearer to your boss. After all, each and every “no” ends up costing your business money.

But if your boss is still not 100% sold, here are two key points they won’t be able to argue with:

Point #1 | Your business has to have the right data

The more data the merrier, right? Wrong

In today’s day and age, it’s really not about an abundance of data anymore. It’s about the right data. 

When you think about technology, any technology, the intended purpose behind it is to solve a business problem.

So when you talk to your boss about the MMP space and why you need one, bear in mind that this is all about creating an enablement layer of mission-critical information available at your fingertips, that can then influence and solve your business challenges. 

What do we mean by the right data? The right MMP offers:

  • Cross-channel user journey measurement – So you can connect the dots in a fragmented reality.
  • Accurate LTV, ROAS, retention, and engagement measurement – What’s working well and what needs immediate TLC.
  • The ability to make data-driven decisions – Even when user-level data is in short supply, while protecting your brand from the worst PR nightmares, and more importantly — protecting your consumers.

Bottom line is — brands are pouring money on their mobile apps but are unable to answer specific questions when it comes to their performance. 

Questions like how certain campaigns ladder up to larger initiatives? How are these campaigns performing in certain regions? And how can we make our app experience better?

Marketers can’t fly blind when stewarding clients’ dollars.

Point #2 | The not-so-subtle art form of throwing money away

Because of lack of efficiency 

Although mobile is the most data-rich marketing channel in existence, the sheer amount of media data that needs to be analyzed when it comes to assessing campaign performance — can be overwhelming and hard to gauge. 

If you’re not working with an MMP, you’re probably spending countless resources and hours trying to make sense of way too many dashboards and spreadsheets. And unless you’re a computer, this manual analysis is a recipe for errors and plenty of missed opportunities for optimizing LTV and ROAS.

But when managed by a reliable, unbiased MMP, mobile measurement can pinpoint the value of specific channels, media sources, publishers, campaigns, and even creatives, while allowing you to focus on ensuring strategic growth. 

Because of fraud

While we’re on the topic of wasting a precious budget, preventing ad fraud is one of the most effective ways to avoid that. That said, being able to prevent fraud effectively — calls for exhaustive market intelligence, scale, and advanced machine learning capabilities — which is why you need to partner with an established, mature MMP that holds a significant market share.

Buying your own fraudulent traffic and doing this over and over again on a growing scale will lead your business into the dreaded bleeding cash cycle

To stay clear from the vicious, budget-draining fraud cycle, your MMP has to be able to remove bad players from the platform to ensure its integrity, and partner only with ad networks who take fraud prevention just as seriously.

MMP buying guide - chapter 4: Questions to ask an MMP before purchasing
Chapter 4

9 questions to ask an MMP before purchasing

Core functionality

1) Is your solution fully privacy compliant across all platforms?

The extremely limited access to IDFA after Apple’s release of the ATT framework, combined with Google’s upcoming deprecation of GAID, and the recent announcement of Apple’s privacy-centric SKAN 4.0 — all call for a completely different set of methods to be able to maintain mobile measurement. 

Ask your potential MMP how they meet each of the above, and offer accurate, granular measurement while keeping your users’ privacy intact.

The MMP you choose should offer a compliance suite in their UI or accompanying API — that includes control and federation of access, deletion, and modification — to support CCPA and GDPR use cases.

Security wise, your MMP’s platform should meet the highest standards, including basic SSO, SSO enforcement controls, admin and role permissioning, JIT provisioning, audit logs, pen test report, SSL standards (and reporting), API, and uptime public reporting.

Last but certainly not least, be extremely wary of being linked with MMPs that violate privacy regulations, which unfortunately is more prevalent than what most would like to admit. 

2) How comprehensive is your fraud protection?

Your MMP should be able to offer your business end-to-end fraud detection and prevention that includes coverage of real-time install fraud, post-install fraud, and in-app event fraud. 

  • Ask your MMP if their SDK is closed source or open source — which is more susceptible to hacking.
  • Make sure they offer post attribution fraud detection. 16% of fraudulent activity can only be captured post attribution, so ensure your MMP has you fully covered.
  • What is your MMP’s market share? The larger it is, the more data they process, and the quicker it takes them to pick up on new fraudulent patterns. 

3) How robust is your iOS14+ measurement?

Being able to tap into tangible insights in the age of user privacy is no walk in the park, which is why you need a top MMP player by your side. 

Ask your MMP if, in addition to advanced privacy settings, they also offer: 

  • A custom SKAdNetwork solution, which is not limited to predefined models.
  • Retroactive updates for post-install ATT consent.
  • Aggregated conversion modeling to account for null values from SKAdNetwork.
  • Advanced conversion value modes for revenue event funnels, and event frequencies that use up less SKAdNetwork Conversion Values capacity.

4) Does your solution include a data clean room?

Data clean rooms allow you to extract actionable insights in full compliance with user privacy standards.

Some refer to data clean rooms as “the Switzerland of data”, and rightfully so, because they offer a neutral, safe space for 1st-party user data to be leveraged collaboratively. 

In a data clean room environment, two parties can securely share and analyze data with full control of how, where, and when that data can be used. While user-level data goes into the data clean room, aggregated insights come out in a co-mingled audience group (=cohort). 

Ask your MMP if they offer a data clean room to allow access to user-level data without compromising your users’ privacy?

5) Does your solution enable advanced, cross-device, cross-channel attribution?

If you’re investing in multi-channel advertising, you have to be able to measure campaign performance holistically. 

Ask your MMP if their solution includes:

  • Multi-touch attribution modeling – Scoring, weighing, and modeling multi-channels / platforms, as well as supporting integrations with multi-touch attribution providers / 3rd parties.
  • Cross-device and cross-channel attribution – Measuring marketing performance across mobile, desktop, CTV, OTT, and OOH.
  • CTV attribution – Attributing Connected TV campaign ads and QR codes.

Deep linking

MMP deep linking solution

6) Does your solution offer advanced deep linking capabilities?

Deep links are in essence customizable links that take users to any place on the web or a specific location in your app —- seamlessly and contextually. 

Ask your MMP if their deep linking solution allows you to: 

  • Customize various components such as the banner, metadata, and link domain or subdomain.
  • Create referral program links that can be attributed to the referring user or link (link aliasing).
  • Customize how links are displayed (especially in the context of viral referral campaigns or influencer programs on Instagram, Tik Tok, or any other social media platform).
  • Create web-to-app flows — such as highly customizable smart banners, customizable QR codes, and smart scripts.

Reporting & data visualization

7) How comprehensive and user-friendly is your dashboard UI? 

If your MMP’s dashboard for campaign and performance management is not comprehensive and easy-to-use — you simply will not be able to get the quick insights or deep analysis you’re after. 

Ask your MMP if their solution:

  • Enables segmentation across a wide variety of parameters — including time series, groupings by analytics, groupings by cohorts, platform, OS, OS version, DMA, etc.
  • Offers cohort analysis so you’re able to map user cohorts, constructs aggregate level reports, creates time-based analyses, and ingests standard campaign UTM parameters.
  • Offers raw data reporting on any attribution parameters (link clicks, impressions, installs, etc.) as well as custom events.

Integrations and APIs

8) How broad are your integrations with ad networks and major SRNs (Self Reporting Networks)?

Extensive measurement calls for extensive integrations.

Ask your MMP if they offer the following:

  • SKAdNetwork integrations – the ability to attribute SKAN campaigns across a large pool of relevant media partners, including a dedicated SKAN dashboard, and SKAN raw data functionality. 

Bonus point: The ability to unify all SKAN and non-SKAN attribution data by deduplicating overlapping install data across the two datasets. Or in other words – a single source of truth.

  • Postbacks & postback APIs – including impression, view, view-through, click, install, reinstall & re-attribution elements, as well as an option to integrate directly to an API.
  • Customer Data Platform (CDP) / data management integration – the ability to integrate with a wide variety of CDPs, as well as major data hygiene and management providers.
  • Ad network integrations – the ability to fully integrate with the vast majority of ad networks.
  • Email service provider (ESP) integrations – the ability to integrate with all major ESPs.
  • Server-side and client-side API implementation options – clear documentation and support for integration with or without an SDK.
  • Integration with a wide range of SDKs – compatibility with standalone libraries on iOS, Android, and JS.
  • 3rd party data integrations – the ability to integrate with key 3rd party platforms, including affiliate marketing tools and publishers.
  • Automated personalization – in-house models and 3rd party connectors to apply machine learning to datasets, and the ability to view or augment users with modeled characteristics.

Support, training, and customer care

9) What does your customer care, support, onboarding, and ongoing training include and what does your availability look like?

Your MMP needs to offer timely, attentive, knowledgeable, and cross-timezone support, onboarding, and training — to allow your business to fully adopt the platform and make the most of it.

One great way to learn if your MMP truly is customer-centric, is to ask about customers’ influence on the MMP’s product roadmap. 

MMPs that take the time to listen to their customers, take their input into consideration, and actually apply it to their product — are the kind of MMP you want to partner with.

MMP buying guide - TLDR

Here’s the gist of it all

  • The right MMP empowers you to make smarter, data-driven decisions, based on unbiased, indisputable data, so you can allocate your budgets, and optimize your app and campaigns’ performance, ROAS, and LTV. 
  • The right MMP takes fraud very seriously, and invests heavily in multiple layers of fraud protection, across install, post-install, and event levels. Don’t waste your precious budget on scammers.
  • The right MMP allows you to run accurate, granular cross-channels measurement, so you can continually monitor and optimize your app’s monetization, user journey, retention, and user engagement levels.
  • The right MMP enables you to make swift, data-backed decisions even in the face of severe user-level data shortage, offering you advanced tools such as a single source of truth, privacy-centric data clean rooms, full SKAdNetwork support and Conversion Values studio, predictive modeling, and cohort analysis.
  • The right MMP allows you to stop paying double or triple for attribution. As you scale campaigns across several ad networks, let an impartial MMP connect all the dots and pinpoint exactly where credit is due.
  • Leave mobile measurement to the experts. The mobile landscape is a fragmented jungle, and a solid, experienced MMP is best equipped to have the resources, expertise, and cross-network scale to meet your demand for real-time, marketing insights you can actually trust. 
  • Be sure to partner with a reliable, unbiased MMP with a secured and scalable platform that will do the heavy lifting for you, so you can focus on building a strategy and a loyal, higher LTV user base.

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The state of eCommerce app marketing – 2022 edition Tue, 20 Sep 2022 12:00:00 +0000 shopping app marketing trends - OG

Following the surge of online shopping during the COVID-19 pandemic, 2022 has introduced a new phase for eCommerce app marketing: post-COVID cool-down.  On top of that, many of the world’s top economies are struggling with rising inflation levels and supply chain disruptions. What does this mean for the 2022 season? How can you take advantage […]

The post The state of eCommerce app marketing – 2022 edition appeared first on AppsFlyer.

shopping app marketing trends - OG

Following the surge of online shopping during the COVID-19 pandemic, 2022 has introduced a new phase for eCommerce app marketing: post-COVID cool-down. 

On top of that, many of the world’s top economies are struggling with rising inflation levels and supply chain disruptions.

What does this mean for the 2022 season? How can you take advantage of the upcoming FIFA World Cup? Take a look inside our 2022 report to find out!

What’s inside

  • Expert contributions from Meta, eBay, and Marisa
  • Install, remarketing, and consumer spend trends from January 2021 to July 2022
  • User acquisition budgets by market
  • In-depth analysis and benchmarks covering 19 markets across the globe
  • Actionable takeaways on how best to prepare for a competitive Q4

The post The state of eCommerce app marketing – 2022 edition appeared first on AppsFlyer.

Welcome to the jungle – your ultimate guide for CTV Advertising Thu, 15 Sep 2022 06:38:17 +0000 https://// CTV advertising guide - featured

The post Welcome to the jungle – your ultimate guide for CTV Advertising appeared first on AppsFlyer.

CTV advertising guide - featured

Ever ventured on a treasure hunt without a map? This is pretty much what happens when mobile marketers attempt to step into the thick jungle of CTV advertising without preparation or a solid strategy in place. 

Everyone’s after a slice of this steaming pie and the rewards are extremely enticing, but without understanding the role of each player in this wild ecosystem, the various options you can choose from, and the best practices to help you ensure successful app campaign execution — you’ll likely get lost.

It is a jungle out there, after all. So consider this guide here as your map. Pin it to your favorites, and use it as your go-to for anything related to advertising your app on CTV.

And as we do before getting started with all new things, let’s begin with answering a few very important “why’s”.

CTV advertising guide - chapter 1: why CTV
Chapter 1

Why CTV, and why should you care?

CTV ad spend has been on the constant rise over the past few years, and the potential it bears for advertisers is immense. 

As an advertiser, it’s likely that you’re already somewhat convinced that you should give it a go. But where to start? What do you need to take into account before getting started? And what should you expect after rolling out your carefully-planned CTV campaign?

Pinning down these questions is a critical step in ensuring your dive into the teaming waters of CTV advertising is well-planned, and this guide is all about giving you the hands-on tools and insights you need to make that happen.

Get ready to learn more about the highly dynamic ecosystem you’ll be part of, what to consider in preparation to launching your campaign, the first steps you need to take prior to hitting the “launch” button, and what to expect in terms of campaign performance.

Still not entirely convinced? Read on.

Here’s a partial list of why you need to add CTV campaigns to your marketing mix:

  • The vast majority of your potential customers own CTV devices and engage with them across multiple platforms and devices, and you need to be where your audience is.
  • CTV offers better targeting and audience segmentation / ad creative. Knowing who will be viewing your ad can help you create highly personalized and extremely effective campaigns that drive results. 
  • CTV offers the ability to create high-impact localized ads for efficient engagement. 
  • CTV offers lower cost barriers to entry than linear TV.
  • CTV enables access to much more comprehensive, granular and accurate reporting than linear TV. 
  • CTV ads come with high completion rate & viewability.
  • CTV ads are considered to be premium in terms of quality and viewers’ experience.
CTV advertising guide - chapter 2: Ad formats and the ecosystem
Chapter 2

CTV, ad formats & the ecosystem – let’s make sense of it all

Where can I display my ads?

First thing’s first. When we talk about advertising on CTV, we really refer to advertising on OTT (over the top) apps that are installed on a CTV device and CTV platforms serving ads. 

The differentiation is important here, because marketers can display ads on streaming services (OTT) that are not displayed on CTV devices, like on smartphones or desktops. 

Let’s break this down:

OTT – Over-the-top online video streaming provider

OTT is available on multiple platforms — such as PC, smart TV, mobile, gaming consoles and streaming boxes (such as AppleTV, Amazon Fire, and Mii box, Chromecast and Roku).

In other words, OTTs are the streaming apps that offer viewership. Some offer subscription-based viewership and some are ad-based, offering advertisers inventory opportunities for displaying their ads (e.g. AVOD and friends. See chapter 2 of our CTV guide for more on that).

In the context of this guide, OTT not only refers to video on demand, but also to live streaming shows such as news programs and sports broadcasts.

CTV – Connected TV

A CTV in essence is a TV that connects to the internet or uses a device to do so. This category includes smart TVs, gaming consoles and streaming boxes, all serving as a platform that runs streaming apps (OTT).

That said, many CTV platforms will also show your ad on their devices (such as their home screen), as opposed to the OTT service they enable (such as in-between streaming content).

In short, think of OTT as the content service that’s streaming on a CTV device.

State of streaming Q1 2022
Conviva’s State of Streaming (Q1 2022)

What type of ads are available for you?

1 – In-stream video ads

The most common category, in-stream video ads, are available across all platforms and integrate into streamed content while it’s being watched. 

Video ads are usually 15-30 seconds long, and can be either pre-roll, mid-roll or post-roll — each with its own set of pros and cons.

  • Usually unskippable and cannot be removed by the viewer. 
  • Well-received by formerly linear viewers given they’re already familiar with the format.
  • Limited to a maximal length of 60 seconds (longer versions are out there but are not recommended).
  • Might appear alongside several other ads (similar to a commercial break).

2 – Interactive video ads

A combination of native and dynamic ads, interactive video ads come in various forms such as canvas with a QR code, an overlay while the streamed content is being watched, or mid/end cards.

  • Encourage users to take action using their remote or mobile device.
  • Could provide additional engagement data (such as ad clicks, and clicks on the call-to-actions within the ad).
  • Not available across all platforms.
  • Might require more development into the creative. 
  • Usually cost more.
Where can I find an example for an interactive video ad?

Although not as common as in-stream video ads, interactive video ads are still available on programmatic platforms such as Rakuten and Innovid, platform-direct such as Warner Media, Roku and Amazon, as well as platform offerings such as Amazon Fire TV Stick (more on the types of platforms below).

3 – Display ads (home screen placement / inline placement)

These are commonly shown on the homescreen of the CTV platform, or as an overlay while the content of choice is being streamed. Display ads are usually smaller in size, so as not to overtake too much screen real estate.

  • Not limited in length like in-stream video ads.
  • Reach a wider audience when displayed directly on the platform, as they’re shown to all users — instead of viewers who only stream certain content.
  • Limited space that often doesn’t occupy the entire screen, which calls for compact messages that consist only of a short one-liner and a CTA.
  • Ad is static and therefore offers a limited immersive experience.
  • Not available across all platforms, and are usually limited to certain ones that offer display ads inventory — which could lead to a more expensive price tag.

How can I display my ads on CTV/OTT?

Displaying ads on CTV/OTT

As an advertiser, you’re already familiar with media buying, and might have already purchased video ad inventory before. Most chances are, though, that it wasn’t on CTV (Ads on Youtube, video ads on certain websites, or even on games on mobile apps).

The good news is that display opportunities for CTV ads are not very different:

3 main ways to buy inventory

1 – Programmatic

DSPs and ad networks are often the easiest way to get started for those new to CTV advertising. 

Why? Primarily because of their:

  • Wide reach across platforms
  • Lower minimum spend
  • Cheaper cross-screen blended CPMs (i.e. CTV & mobile video)
  • Sophisticated audience segmentation
  • Advanced reporting options (like platform / publisher-level reporting & cross-device graphs)

Although 3rd party data and private marketplace (PMP) deals can offer a variety of niche targeting options, targeting typically cannot be guaranteed at the program or platform level. 

Bear in mind that programmatic ad formats are usually limited to non-clickable video (such as in-stream video ads). This is because CTV platform providers hold the keys to homepage placements and clickable display formats. 

And now, a few words about managed vs. self-serve programmatic platforms:

Self-service programmatic advertising platforms

Are exactly what they sound like. You sign up to access the platform and have 100% control over your ad buys. 

These platforms tend to be Demand Side Platforms (DSPs) that grant access to ad channels, publishers, etc., with examples including MNTN,, TvScientific, Taboola, and AdRoll.

With direct access, you can keep track of your campaign in real-time from beginning to end, and make any adjustments you see fit, like keywords or creative tweaks.

With a self-serve programmatic service, you control the ad setup, strategy, bidding, cross-channel scheduling, optimization, and performance tracking.


  • Complete control and transparency
  • All you need to do in-house is strategy, execution, and analysis 
  • Cost-effectiveness – No management fees and usually low or no minimum budget required
  • Quick & easy to set up – you can get your campaign live in minutes


  • Steep learning curve
  • Requires full-time, in-house dedication
  • More sophisticated targeting options are available on managed programmatic services only

Managed programmatic ad services

This option offers you a 3rd party team that acts as an extension of your own, and manages and operates your programmatic campaigns. Managed services would be your ideal pick if you require outsourced expertise and peace of mind.

You’re still in charge of your branding, creatives, and strategy, but you’ll work with the agency to plan a campaign that’ll be based on your objectives, target audience, budget, and preferred channels. Once sorted, the agency takes over the day-to-day operations of your digital ads.

Examples include and TvScientific — who both offer a managed ad service option in addition to their self-service plan.


  • Getting to enjoy strategic recommendations and data reports
  • Access to exclusive inventory and segmentations capabilities
  • No learning curve – Providers are well familiar with best practices
  • Access to insights around traffic patterns, benchmarks, and creatives do’s and don’ts


  • Launching a campaign usually takes longer (about 3 days)
  • Entails a management fee on top of a higher ad budget 
  • Introducing adjustments will require you to go through the provider
2 – Platform direct

You can also purchase ads directly from CTV platforms, where viewers gain access to a variety of streaming apps (OTTs). 

Doing this can sometimes lend lower rates and more placement options. For example, Amazon Fire TV and Roku offer clickable display banners, which tend to yield lower eCPIs than a typical mid-roll ad. 

That said, keep in mind that each CTV platform has its own rules of play. Smart TV partners like Samsung Ads and Inscape, for example, offer native placements across linear TV as well as CTV.

3 – Publisher direct

In the publisher direct case, the ad exchange takes place directly with the OTT service provider.

By direct, we mean that OTT advertising gives you more control over where your ads are placed, with guaranteed placement in specific programs or channels, and with premium ad spots that are otherwise not always available for SSPs (e.g. Hulu, Fox Now). 

On the flip side, publishers direct can also be costly, offer you somewhat of a limited exposure, and pose competitive restrictions by some CTV apps (e.g. advertisers selection).

CTV advertising: DSPs/programmatic vs CTV platforms vs CTV apps
CTV advertising guide - chapter 3: Checklist before launching a CTV campaign
Chapter 3

Getting Started – your checklist & guidelines before launching a CTV campaign

We’ve covered the what and why, now let’s dive into the how. Here’s everything you need to know prior to firing off your shiny new CTV campaign — from planning to execution:

Part 1 – Creatives

Many brands tend to work endlessly on crafting the best creative, which involves high costs and countless hours. 

But be mindful. Although creatives are by all means important, it’s just as important to allocate enough resources to perfecting your strategy, performance measurement, and campaign optimization.

Top 5 tips & best practices for spot-on creatives

#1 – keep it short & punchy

Despite the fact that CTV ads are not skippable, be sure to stick to your key messages and compile a carefully-planned, premium-quality creative into 30 seconds.

“30 second ads are optimal for driving conversions, and produce 24% better conversion performance vs. the overall average CVR.”


Pro tip – Include your strongest messages at the beginning of the video. Think of it this way: if you had to cut your 30-second video after 15 seconds — would your key message still be there?

#2 – Include visual and verbal CTAs

Unlike mobile devices, where some content is displayed on mute (think of a video ad during a game), big screen users are watching your ad with full audio.

“To make the most of the visual and audio might of the TV format, make sure your logo is prominently displayed throughout the ad, with a single, clear CTA appearing both visually and in voice-over.”
#3 – Let your campaign results show you the way (and save time)

We know how scary it is to dive head-first into TV advertising when the territory is unfamiliar, too many online guides try to shower you with hacks, and there’s a precious budget on the line.

In an effort to alleviate their concerns, many marketers waste a lot of time on planning and designing the perfect creative, but in doing so, are wasting valuable time that could be invested into actually testing their campaigns — and letting results speak for themselves.

The most valuable tip we can share is — tweak your campaign’s creatives after it goes live, when performance data is available. With this in mind, consider the following:

  • It’s ok to use existing creatives
    Use your social media creatives for your video ads. As long as their format adheres to CTV format requirements — you’re good to go.
  • Testing your creatives
    OTT/CTV as a performance advertising channel is not that different from the ones you’re already familiar with in terms of targeting and testing. 

    Don’t plan for the perfect creative before launching your campaign. A/B test multiple versions, preferably based on concepts that worked on other channels, to understand what resonates most with your audience.

“Design multiple iterations of each creative concept and then test each one in the wild with their intended audience. The results of the test will reveal which ad creative performs most effectively, and help you get the most out of each campaign, even without huge up-front investment.”

  • Personalize your customer experience (CX)
    CTV advertising enables targeting capabilities that were not available before on the big screen — from time of day/week, locations and even interest groups — so make sure that the creative’s look, sound, feel and messaging reflects that specific audience.
    Adopt an audience-first strategy in your creative. For example, use a sports-oriented creative on a sports channel.
#4 – Leverage QR codes
CTV ads: Leverage QR codes

This is one of the most overlooked capabilities to be leveraged on CTV ads, despite being one of the easiest to deploy.

Placing a QR code in your creative serves multiple advantages:

  • Engaging your audience who usually already have their smartphone nearby while watching TV.
  • Providing a contextual experience through deep links that take your users directly and seamlessly to where they need to be in your app.
  • Enabling better attribution & measurement capabilities – data for QR scans, installs and app behavior can be tied into specific CTV ad campaigns.
#5 – Help viewers find your app

Be as direct as possible when it comes to promoting your app. Demonstrate to viewers how easy it is to find it on app stores by showing your app’s name being typed into a search box.

“Include a persistent URL throughout the ad, in the lower left or right corner, so viewers won’t have to search for your website.”

Bonus point: No time? No creatives? No problem. Leverage CTV ad platforms’ services

Many advertising platforms offer in-house creative services, or even partner with video agencies offering creative services to their clients. It may be in the form of offering their knowledge and expertise to produce creatives tailored to your campaign, or connecting you with trusted partners to do so.

Additional costs may be involved with such services (but not always, as they could be bundled into the campaign’s media spend). Even so, these services can save time-sensitive or resource-challenged advertisers a lot of headache, so worth keeping in mind when strategizing your campaign.

CTV advertising guide - chapter 4: Smart segmentation / audiences
Chapter 4

Smart segmentation / audiences

Traditionally on linear TV, advertisers used to focus on program-based buying. When it comes to the realms of CTV, though, the availability of smarter platforms carries with it plenty of appealing targeting capabilities. 

Being already well-familiar with what works for you on other UA channels — is a great starting point. Now you just need to take into account that there are certain nuances to consider when aligning CTV with your digital media. 

First and foremost, as a mobile marketer you’re likely accustomed to working on a CPI basis through run-of-network partners. On CTV, however, pricing models are usually limited to CPM or a flat fee.

Additionally, leveraging user-level data from your DMP or MMP for lookalike audiences and remarketing — is a quick win to increase target relevancy for free. You might also like to consider adding a few basic 3rd party filters, depending on the associated cost. 

Also bear in mind that targeting capabilities could differ slightly depending on your MMP of choice. 

Here are the 6 most common targeting options and what you should do with them:

1 – Geolocation

Geolocation can be leveraged to show locally-tailored ads at scale. For example, an e-commerce brand can serve an ad featuring items that are purchased more often in colder regions, while featuring other items for beach towns-based audiences.

2 – Demographics

Engage audiences that are relevant to you. Depending on the platform, you can base your segmentation on a variety of demographic characteristics — including gender, age, and preferred genres (e.g., action, reality TV, etc.).

3 – Platform targeting

Allows you to target a specific CTV platform provider that guarantees OS targeting — such as Roku, FireTV, Android TV, Apple TV, Chromecast, PlayStation, and XBOX.

4 – Contextual targeting

This is when you segment your audience based on the content or inventory that’s being consumed most often. 

Contextual targeting is similar to identifiers that app publishers would normally provide by genre, channel or context, which can help you create a personalized experience that will further enhance your campaign’s performance.

To get started, define what constitutes your target audience, and based on that — determine the relevant content for your ad. For example, focus on news programs if you have finance-related products, or family shows if you offer fast-moving consumer goods.

5 – OTT / Channel targeting

Similar to contextual targeting, marketers can also choose to focus on or avoid specific OTT apps / channels. 

For example, a finance app is not likely to benefit from displaying ads on the Discovery channel, whereas news channels would make much more ROI sense.

Once your campaign is live, remember you’ll be able to review performance per channel. Testing different segments and optimizing accordingly will come in very handy as your campaign progresses and you learn what works best for you.

You can choose to group several OTT / channels together to reach a general type of user group, or focus on specific channels to be able to reach a more specific audience.

Important point to consider: On the one hand, working directly with an OTT publisher will guarantee you reach premium ad spots, but on the other — it’s likely to cost you more. 

To maximize your investment, you might want to consider which OTT publisher yields the best results, and only once identified — double down on purchasing premium ad spots directly from that publisher.

6 – X-Party data

  • 1st party and user-level data
    It’s free, and it’s available. Why not leverage your own data in order to reach your specific audiences or to be able to create lookalike lists? 

    In CTV, as opposed to mobile apps, that were and still are deeply affected by Apple’s dropping of the ATT bomb, CTV advertisers’ access to user-level data is less hampered. 

    This means that sought-after granularity is still largely available for smart audience segmentation and performance measurement.

“When an app gets wildly popular, it can be hard to ensure that a given budget will only reach new users to generate incremental value. Using first-party data, be sure to exclude your active user base and target potential users who are not using your app yet.”
  • 2nd & 3rd party data
    On top of collecting data internally, some CTV platforms are connected to large databases containing 2nd and 3rd party data, which enable quick and easy audience segmentation and engagement.

Best practices, tips & tricks for smart targeting

CTV advertising: Best practices, tips & tricks for smart targeting

1 – Keep tabs on premium streaming content releases

Recent research by TVision shows that new, premium content released on various streaming channels leads to an increase in viewers’ total time spent on the platform. 

Given the time, date, and OTT targeting capabilities, marketers can automate their campaigns to display their ads shortly after the release date of premium shows, or scale highly performing ads to reach a wider audience in a short timeframe.

2 – Program-based targeting

Unless advertising general products or services, ensure your ads reach the most relevant audience possible. You don’t need to get too adventurous or aim too broadly, by targeting an excessive number of different programs and channels. 

Keep things simple and focused. If you have a sports app — aim for ESPN or sports shows.

3 – Ad frequency

Try to engage your audience too often, and it’s likely to have a negative impact on your brand perception. As a middle ground, we recommend that you cap your ad frequency to a maximum of 3 a day.

4 – KPI-based optimization

Many networks and SRNs (self-reporting networks) who manage your CTV campaigns allow you to set your campaign goals upon launch. 

This means that as your campaigns go live and performance data starts flowing in, the SRNs’ algorithms can optimize campaigns towards pre-set goals such as ROAS, eCPA, Cost per visit, and cost per completed view (more on KPIs below). 

As a result, your ads will be served based on the best performing geos or any other targeting elements that will help you reach your KPI goals.

If, for example, your aim is to launch a pure performance campaign, a ROAS or CPA-based goal would be ideal. This will ensure your campaign prioritizes serving ads to viewers who are more likely to engage and convert.

“Attaining high reach doesn’t matter as much if those viewers aren’t then installing your app. Ensure you’re reaching the right viewers, not necessarily the most viewers, to maximize ROAS”


5 – Remarketing – CTV as an omnichannel strategy

You can re-engage users who’ve watched your ad on their TV with personalized mobile messages, or additional messaging that picks up where the original ad “left off”. 

When working with programmatic platforms, most partners can run such campaigns for you, remarketing to viewers through additional media channels.

As opposed to copy-pasted content across your channels, messages that continue the story you introduced in your CTV ads — leads to higher engagement and lower ad fatigue.

6 – Circling back to audience-first strategy

Advertising on OTT/CTV should be with a digital mindset. With multiple ads and campaigns, consider how each serves a different targeting group. Ideally, make it feel like it was tailor-made for that specific audience, providing a personalized experience that can later lead to higher conversion. 

Then, ensure that your marketing strategy revolves around your target group.

Assuming different campaigns target different audiences, campaign segmentation will help you understand how performance stacks up based on each audience segment. 

Equipped with this feedback loop, you can gauge their effectiveness and try new strategies if needed.

CTV advertising guide - chapter 5: budget
Chapter 5


Many platforms require a minimum budget to launch a campaign, which might go as low as $500, or start at $15,000 — in which case it will include campaign testing and the insights into what works and what doesn’t.

Your ad type and length, targeting options and audience strategy will greatly affect your CPM costs. For example, engaging your audience during peak times will entail higher costs, as CPMs go up in accordance with demand. 

Keep in mind that as you run your campaign for the first time, higher costs are to be expected. These costs are part of a learning curve, when you’re initially likely to target a wider audience that will not always generate the expected return. 

As you optimize your campaigns, either manually or using a managed platform, costs per performance KPI are bound to reduce over time.

CTV advertising guide - chapter 6: Reporting and measurement
Chapter 6

Reporting & measurement


How can you measure the success of your CTV campaign? Start by setting expectations.

While advertising on OTT/CTV has its nuances, many elements are very similar to video campaigns running on mobile or desktops.

To make sure you are making the most of your campaigns, here are some of the must KPIs to keep track of, followed by a few relevant tips:

Basic KPIs available in your media partner’s reports

  • Impressions – How many times your ad has been displayed.
  • Completion Rate – The rate at which viewers viewed your ad in full.
    If your campaign goal is branding and awareness — this would be an exceptionally important KPI for you to measure.
  • Total Reach – The sum of unique households who viewed your ad / campaigns.
  • Cost Per Mille (CPM) – Well, yeah. 
  • Cost Per Completed View – How much you’re paying for each completed view. High completion rate is a good indicator to how relevant your targeting is, and how enticing your ad is. The higher it is  — the lower your CPCV rate will be.
  • Frequency – The number of times your ad is delivered per household. The formula for calculating this would be: # of impressions / # of unique households.
  • Conversions – This can stand for anything — a click, a view, a sign up, a purchase — and therefore important that you determine ahead of time what are the actions that you’d like your audience to complete. These actions should then be reflected in your creatives in terms of CTA and messaging.
  • ROAS – Return on Ad Spend, or the profit generated directly from your CTV campaigns divided by the total spend on these campaigns. According to, Day-7 ROAS should range from 10% to 20%.

Bear in mind that your campaign reports will look different given the platform you work with, which is relevant for all 3 advertising types (programmatic, publisher and platform direct).

Reporting and measurement

Each platform offers a reporting section that displays campaign performance data (e.g. impressions, completed views, etc.), but can also include performance data that — for web applications — will require pixel implementation prior to launching the campaign. 

As an app marketer, you should be able to measure all your campaigns in one place, either using your MMP’s dashboard or by linking your MMP’s APIs with your BI systems. 

The metrics made available by your MMP will allow you to run deeper performance analysis — including in-app events and revenue on LTV — to be able to understand the true value of your users. 

Your MMP’s 3rd party, unbiased measurement takes into account all user touch points across multiple media partners. And having access to consolidated, accurate campaign reporting from multiple platforms using a single dashboard — will allow you to compare apples to apples with ease. 

Also, assuming your CTV ads play a role in a bigger, multi-channel campaign, keeping track of campaigns’ performance on your MMP’s dashboard will help you understand their contribution to the bigger mix. 

The ability to tie in-app user behavior to CTV campaigns as the UA source — can give you a strong understanding of how to optimize your CTV campaigns beyond a simple conversion.

CTV advertising guide - Key takeaways
Key takeaways
  • Although CTV advertising could seem like a daunting endeavor to pursue, you still need it to stay relevant and expand your reach. Ignoring it is like leaving money on the table, or worse – getting left behind.
  • Gone are the days when TV was a spray and pray medium. CTV is now a performance channel that can be measured as part of your overall marketing efforts. 
  • Keep in mind that the vast majority of your potential customers own CTV devices and engage with them across multiple platforms and devices, and you need to be where your audience is.
  • CTV offers better targeting and audience segmentation / ad creative. Knowing who will be viewing your ad can help you create highly personalized and extremely effective messages. Plus, it gives you the ability to create high-impact localized ads for efficient ad engagement. 
  • CTV offers lower cost barriers to entry, high completion rate & viewability, and access to much more comprehensive, granulated and accurate reporting than linear TV — making it an increasingly sought-after medium for advertisers.

The post Welcome to the jungle – your ultimate guide for CTV Advertising appeared first on AppsFlyer.

The AppsFlyer Performance Index: Edition 15 Mon, 12 Sep 2022 13:32:02 +0000 https:////

The mobile marketing ecosystem faced some significant turbulence in the first half of 2022. On top of continued challenges with measurement and optimization in the data privacy era, macro conditions hit hard: an economic downturn, a war in Ukraine, and a post-Covid cooldown in digital have all had significant impact on the market. In its […]

The post The AppsFlyer Performance Index: Edition 15 appeared first on AppsFlyer.


The mobile marketing ecosystem faced some significant turbulence in the first half of 2022.

On top of continued challenges with measurement and optimization in the data privacy era, macro conditions hit hard: an economic downturn, a war in Ukraine, and a post-Covid cooldown in digital have all had significant impact on the market.

In its 15th edition, the AppsFlyer Performance Index — which has been ranking the best media sources in mobile advertising since 2015 — explores how these unique conditions have impacted the market, providing vital insights on marketing in a downturn.

What’s inside?

  • SKAN (SKAdnetwork) Index covering in-app engagement, purchases, and ad signals
  • Detailed rankings for reach, retention, and remarketing
  • Media source performance for consenting iOS users to benchmark against non-consenting segments
  • A deep-dive into the performance of Meta, Google, Apple Search Ads, TikTok, Snap, Unity Ads, ironSource, and 500 others
  • Unrivaled scale: 19,000 apps, 11 regions, and 40 app categories

The post The AppsFlyer Performance Index: Edition 15 appeared first on AppsFlyer.