Skai’s second “Mobile App Advertising Trends Report” also shows significant growth in click-to-install rate
San Francisco (September 14, 2015) – Skai (www.Kenshoo.com), the global leader in agile marketing, today released its second Mobile App Advertising Trends Report, benchmarking key metrics for mobile app marketers. Among the key findings, mobile app installs increased 346% year-over-year (YoY) while click-to-install rate increased 32% YoY, confirming the value of marketers’ increased investment (+293% YoY). Other findings from the report include:
- Impressions increased 295% YoY
- Clicks increased 237% YoY
- Cost per install (CPI) decreased 12% YoY
- Cost per thousand impressions (CPM) decreased 1% YoY
- Cost per click (CPC) increased 16% YoY
- Click-through rate (CTR) decreased 15%
“Marketers have jumped into mobile app marketing with both feet, substantially boosting spend,” said Chris Costello, director of marketing research for Skai. “The dramatic increase in total app installs is great to see, and as bidding algorithms focus more on those types of conversions, it will give app marketers plenty of room to improve. Increasing competition is another big part of the story; so marketers should continue refining their targeting strategies, optimizing toward campaign-specific KPIs and utilizing new ad inventories as they emerge.”
According to eMarketer, the number of mobile app users in the United States alone is projected to break 200 million in 2016; as consumers continue to rely on mobile devices for everyday activities, marketers must leverage highly-targeted, relevant ads to effectively connect with them. The Skai Infinity Suite provides marketers with the tools necessary to build, target, optimize and manage campaigns focused on mobile app marketing.
Visit Kenshoo.com/Mobile-App-Trends to download Skai’s second Mobile App Advertising Trends Report.
Methodology
This report includes five quarters of data from April 2014 through June 2015, and reflects an aggregation of advertisers using the Skai Apps platform that are Mobile-only and have defined a Mobile App Installation as a conversion. The resulting data set comprises over $40 million (USD) in advertiser spend, and over 25 million app installs, targeted across over 100 countries worldwide.
About Skai
Skai is the global leader in agile marketing. Brands, agencies and developers use the Skai Infinity Suite to direct nearly $350 billion in annualized client sales revenue through search, social, mobile, and display advertising. Skai is the only Facebook Marketing Partner with native API solutions for ads across Facebook, FBX, Instagram, Twitter, Google, Yahoo, Yahoo Gemini, Yahoo Japan, Bing, and Baidu. Skai powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, Havas Media, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
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