More app marketers are paying for app install ads than ever before, according to research carried out by eMarketer. It states that in the U.S. this year, spending will reach $3b, an 80% increase over the amount spent last year. However, this only represents just over 10% of the total projected mobile ad spend for 2015.
App install ad spend to reach $3b in 2015
The data comes from eMarketers App Marketing 2015 report, in which it says that while this type of ad campaign was considered an expensive luxury in the past, “in today’s hyper-competitive app environment, they’re increasingly a necessity.”
Speaking to Localytics CEO, Raj Aggarwal, on the subject, he’s quoted as saying:
“If you only are driving through one channel—for example, organic—and you’re ignoring the paid channel, you’re missing an opportunity to get the type of bumps that you need to maintain longevity in the rankings of the app store.”
No one ad type stands out as being more effective than the other in research
Aggarwal calls Facebook the, “most important app install channel,” but notes that competitors including Google and Twitter are, “aggressively building their own offerings.” However, in research from September 2014, eMarketer shows that there’s no clear advantage for choosing app-install ads over other examples, with all showing a similar degree of success.