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1、App Marketer Survey2024Download PDF2023 APP MARKETER SURVEYDownloadContentsSurvey HighlightsIntroduction&MethodologyOverall Industry OutlookDriving Performance in User AcquisitionProgress in a Privacy-First IndustryInvesting in Results in 20242346121829Download2023 APP MARKETER SURVEYSurvey Highligh

2、ts358%of marketers are chasing more aggressive KPI targets,and many are working with more partners to reach them.ROAS is still king,and the vast majority of app marketers cite“access to quality users”as their top priority when selecting a DSP.Marketers know more about SKAN 4 than last year,but 35%st

3、ill lack familiarity.Marketers are more likely to see a negative impact from SKAN,but more marketers are seeing positive results from SKAN YoY.Over 80%of app marketers across all regions expect their ad spend to increase next year,and SAN and ad networks are their top spend priorities.Download2023 A

4、PP MARKETER SURVEYIntroduction&Methodology4After a spell of exponential growth spurred by the COVID-19 pandemic,the mobile app marketing industry is projected to see more modest,sustainable growth in the next few years.But despite slowing overall growth,the industry is still far from predictable.202

5、3 brought game-changing innovations in ML and generative AI,and were only beginning to see their impact.As concerns over ID deprecation continued,classic measurement methods such as incrementality and media mix modeling made a comeback.At the same time,there was growing interest in alternative chann

6、els like CTV and out-of-home advertising.But what do mobile marketing pros think about these new and ongoing challenges and innovations in their industry?Our second annual app marketer survey provides some preliminary answers by gauging marketer perceptions about the outlook for mobile advertising h

7、eading into 2024.Our survey covers campaign performance in 2023,future expectations for ad spend,and the channels and ad tech innovations that are making a difference for them now.We compiled responses from marketers from top companies across different regions and app verticals.Whether youre running

8、 a one-person mobile marketing operation or managing a team with millions in ad spend,Liftoffs 2024 App Marketer Survey offers a rare,must-have snapshot of what your mobile marketing peers are thinking.This report is based on data from:500+Survey ResponsesDownload2023 APP MARKETER SURVEYAbout the Su

9、rvey Respondents532%N.AMERICA&LATAM10-249Apany size27%APAC41%EMEALocation%of respondents,gaming vs.non-gaming appsMonthly advertising budget0%20%40%60%46%Non-Gaming54%Gaming0%10%20%25%5%15%15%Dont know21%Up to$50k24%Up to$500k20%Up to$1M20%Over$1MDownload2023 APP MARKETER SURVEYOverall Industry Outl

10、ook Marketers Are Cautiously Upbeat Heading into 2024 More Aggressive KPI Targets,but Budgets and Performance Are Keeping Up User Privacy,Cost,Macroeconomic Factors Are Top Industry Challenges6Our second annual survey found that marketers are relatively upbeat about the current state of the industry

11、 heading into 2024.In an uncertain economic climate,KPIs are more aggressivebut performance is keeping up.Download2023 APP MARKETER SURVEYMarketers Are Cautiously Upbeat Heading into 2024We found that 60 to 70 percent of respondents in all regions report feeling the same or better than 12 months ago

12、.APAC respondents are more likely to be divided,with 46 percent reporting feeling somewhat to significantly better than 12 months ago and 40 percent feeling somewhat to significantly worse.Respondents from the Americas and EMEA are more upbeat,with over 70 percent of respondents in both regions feel

13、ing the same or somewhat to significantly better than they did 12 months ago.7The state of the industry compared to 12 months ago,%of respondents by regionEUROPE,MIDDLE EAST,AFRICAASIA-PACIFICNORTH AMERICA&LATAM0%25%50%75%100%42%27%31%46%14%40%40%31%ITS BETTERITS THE SAMEITS WORSE29%2023 was a year

14、of ups and downs.The mobile marketing industry is no longer seeing the explosive growth of two to three years ago,but we found that app marketers are more likely than last year to feel neutral to upbeat about the industrys current state.Download2023 APP MARKETER SURVEYThe makeup of the mobile app ma

15、rket has seen significant changes in the past two years,but gaming continues to be the undisputed leading vertical.8The state of the industry compared to 12 months ago,%of respondents gaming vs.non-gaming verticals0%25%50%75%100%GAMINGNON-GAMING41%44%ITS BETTERITS THE SAMEITS WORSE21%38%26%30%Apps a

16、cross all verticals contended with an unstable macroeconomic environment,rising interest rates,and fluctuations in consumer spending.The gaming sector also saw a significant decline in the hypercasual market,prompting game developers to pivot to games with greater complexity.We found that non-gaming

17、 marketers are slightly more likely to feel upbeat or the same YoY,and gaming marketers are much more likely to feel downbeat.38 percent of gaming marketers report feeling somewhat or significantly worse than 12 months ago compared to just 26 percent of non-gaming marketers.Download2023 APP MARKETER

18、 SURVEYMore Aggressive KPIs,but Budgets and Performance Are Keeping Up 9EUROPE,MIDDLE EAST,AFRICAASIA-PACIFICNORTH AMERICA&LATAM0%25%50%75%100%43%28%30%44%22%34%35%28%36%OUR BUDGET INCREASEDOUR BUDGET STAYED ABOUT THE SAMEOUR BUDGET DECREASEDAd budgets can reflect the health of the industry,and ther

19、e are reasons to be hopeful.Around 60 percent of marketers have the same or an increased budget compared to a year ago.Respondents in different regions are split.Marketers in the Americas skew slightly more negative,with 36 percent of respondents reporting budget decreases YoY.Marketers in EMEA and

20、APAC are more likely to report a positive change,with 43 to 44 percent seeing budget increases YoY.Less than a third of EMEA respondents report slight to significant budget decreases.Ad budget compared to 12 months ago,%of respondents by regionDownload2023 APP MARKETER SURVEYHow close are you to rea

21、ching your KPIs,%of respondents THEYRE MORE AGGRESSIVETHEYRE ABOUT THE SAMETHEYRE LESS AGGRESSIVE0%20%60%58%27%14%40%Current KPIs compared to 12 months ago,%of respondents 20222023REACHING OR OVERPERFORMING KPI TARGETSCLOSE TO KPI TARGETSFAR FROM KPI TARGETS0%20%40%41%39%46%14%13%50%47%30%10%A possi

22、ble sign of improvement compared to 2022,58 percent of respondents report more aggressive KPIs than a year ago.A minority of respondents41 percentreport the same or less aggressive KPIs YoY.We also surveyed respondents about whether they are reaching their targets.The responses show slight improveme

23、nts YoY.47 percent of marketers report reaching or overperforming targets,compared to 41 percent a year ago.10Download2023 APP MARKETER SURVEY11While its impossible to capture all the difficulties app marketers faced in 2023,we selected commonly cited challenges and surveyed respondents about their

24、perceptions.Unsurprisingly,marketers are more likely to cite“ability to scale,”“user acquisition costs,”and“user privacy”as somewhat to very challenging.“Macroeconomic factors”and“SKAN 4”are also important considerations,with around 60 percent of respondents rating them as somewhat to very challengi

25、ng.Marketers are more likely to view“industry consolidation”as less challenging,with 51 percent of respondents finding it neutral or“not challenging.”SKAN 4ACQUISITION COSTSMACROECONOMIC FACTORSINDUSTRY CONSOLIDATION0%25%50%100%75%USER PRIVACY FOCUS(I.E.APP TRACKING)ABILITY TO SCALE 16%39%39%5%30%33

26、%31%6%22%37%33%28%40%23%9%37%33%14%14%NOT CHALLENGINGNEUTRALSOMEWHAT CHALLENGINGVERY CHALLENGING19%44%24%11%7%Industry challenges rated by level of difficulty,%of respondents User Privacy,Cost,&Ability to Scale Are Top Industry ChallengesDownload2023 APP MARKETER SURVEYDriving Performance in User Ac

27、quisition12In a high-interest market with slowing growth,app marketers are optimizing for better ROIthis is top of mind when they select partners and measure for results.App Marketers Working With the Same or More Partners Quality Users Top Consideration When Selecting DSPsMarketers Are Adopting Med

28、ia Mix ModelingCampaign Management Top Priority for UA Managers Download2023 APP MARKETER SURVEYApp Marketers Working With the Same or More Partners 13Changes in the number of partners over the past 12 months,%of respondentsWERE WORKING WITH MORE PARTNERSITS ABOUT THE SAMEWERE WORKING WITH FEWER PAR

29、TNERS0%20%40%42%40%18%11%10%30%50%With more aggressive KPIs and changes to ad budget,app marketer priorities are also shifting.We asked respondents whether the number of partners(ad networks,SANs,DSPs,and third-party agencies)theyre working with has changed.We found that over 80 percent of responden

30、ts are working with the same number of partners or more.42 percent are working with more partners in 2023,up 7 percent from last year.Of the companies working with more partners,over 93%are close to,reaching,or overperforming KPI targetsan indicator that advertisers are scaling the number of partner

31、s or spreading spend across multiple media sources to reach more aggressive targets.Download2023 APP MARKETER SURVEYRevamped ML models and innovations in AI have changed how advertisers view DSPs.Advertisers are looking for better modeling and targeting capabilities that bring greater returns on inv

32、estment.With this in mind,we asked marketers to rank their priorities when selecting a DSP.14Top priority when selecting a DSP,%of respondents ABILITY TO SCALE CAMPAIGNSACCESS TO QUALITY USERSUSE OF ADVANCED AI/MLCREATIVE TESTING AND OPTIMIZATION0%20%40%60%18%58%13%11%Advanced AI and ML are importan

33、t considerations,but the proof is in the pudding for most advertisers.Nearly 60 percent of respondents cite“access to quality users”as their top consideration when selecting a DSP.Growth continues to be a top priority,with 18 percent citing“ability to scale campaigns”as their number one consideratio

34、n.13 percent of respondents cite Advanced AI/ML as a top consideration separate from accessing quality users and ability to scale.22 percent list it as their second priority.Access to Quality Users Still Top Consideration When Selecting DSPsDownload2023 APP MARKETER SURVEY15KPIs cited as their top p

35、riority,%of respondents NON-GAMINGGAMINGCPAROASLTV/ARPUCPI0%20%40%27%CPC8%53%31%13%15%23%19%8%3%60%For allbut especially gamingmarketers,ROAS is still king.Over half of gaming marketers cite ROAS as their top priority.Cost per action(CPA),a key metric for many e-commerce and business&finance apps,is

36、 a top priority for 27 percent of non-gaming app marketers.Comparatively,gaming marketers are more likely to list cost per install(CPI)as their top metric than non-gaming marketers.Apps in different verticals have different points of focus.We broke down responses from gaming vs.non-gaming marketers

37、about what metrics they monitor day-to-day or week-to-week.ROAS Top Priority for Gaming and Non-Gaming AdvertisersDownload2023 APP MARKETER SURVEY16With the drastic reduction in granular data,we have seen more marketers turn to media mix modeling(MMM),a more traditional way of gauging the effectiven

38、ess of campaigns based on spend allocation.Of the marketers surveyed,over half report using an MMPs attribution modeling only.Another 40 percent use a mix of MMM and MMP.Of marketers who use MMM,about 60 percent see an impact on their ad spend decisions.Impact of MMM,%of respondents who report using

39、 MMMWEVE SHIFTED AD SPEND TOWARDS CERTAIN CHANNELSWEVE SHIFTED AD SPEND AWAY FROM CERTAIN CHANNELSMMM HAS HAD MINIMAL IMPACT ON OUR AD SPEND DECISIONS0%10%30%40%27%34%38%20%WE USE AN MMPS ATTRIBUTION MODELING ONLYWE USE MMM ONLYWE USE A MIX OF MMM AND AN MMPS ATTRIBUTION MODELING0%20%40%60%51%10%39%

40、Using MMM vs.using an MMPs attribution modeling,%of respondents Marketers Are Adopting Media Mix Modeling Are Adoptini Mix Modeling Download2023 APP MARKETER SURVEYThe scope of user acquisition changed dramatically in the past two years.Weve found that UA managers prioritize tasks like campaign anal

41、ysis and management.17Top priority,%of respondents that work with UA management dailyCAMPAIGN MANAGEMENTCAMPAIGN ANALYSISTESTING NEW CHANNELSDESIGNING AD CREATIVES0%10%20%40%33%26%17%14%30%10%TESTING NEW CREATIVESWe saw significant changes YoY in terms of UA priority.User acquisition managers are mo

42、re likely to cite campaign management as their top priority than last year.Only 26 percent cited campaign analysis as their top priority,down from 35 percent last year.Testing and designing creatives and exploring new channels have also become more of a priority compared to 2022.This may result from

43、 new ad creative innovations,ad creative playing a more significant role in the absence of granular data,and a push to diversify ad spend across different channels.Campaign Management Top Priority for UA ManagersDownload2023 APP MARKETER SURVEYProgress in a Privacy-Centric IndustryMarketers Know Mor

44、e About SKAN 4,But 35%Still Lack FamiliarityMarketers Are Cautious,But Not Unwilling to Share Unattributed Postbacks GAID Deprecation Is Coming:Are App Marketers Prepared?18Last year,we asked app marketers how they felt about the turn toward greater privacynamely Apples App Tracking Transparency(ATT

45、),its latest SKAdNetwork(SKAN)framework,Googles Privacy Sandbox,and pending GAID deprecation.This year,we gauge what measures marketers have taken to adaptand whether the industry is successfully meeting new privacy challenges.Download2023 APP MARKETER SURVEYLast year,we asked respondents how famili

46、ar they were with Apples then upcoming spec for its SKAdNetwork(SKAN 4).At the time,only 47%reported at least some familiarity with SKAN 4.Marketers Know More About SKAN 4,But 35%Still Lack Familiarity19Level of familiarity with SKAN 4,%of respondents 2022 vs.202320232022NOT FAMILIARSOMEWHAT FAMILIA

47、RVERY TO EXTREMELY FAMILIAR0%20%40%35%33%43%14%23%60%53%Compared to 2022,marketers are more familiar with SKAN 4.66 percent of respondents report at least some familiarity with SKAN 4,and 23 percent are very to extremely familiar with SKAN 4.That said,over a third of surveyed respondents are not fam

48、iliar with SKAN 4.This is down from 53 percent of respondents last year,but it is a sign that marketers may be struggling to embrace SKAN 4 or are unclear about its benefits.Download2023 APP MARKETER SURVEYSLIGHTLY NEGATIVELYNO CHANGESLIGHTLY POSITIVELYVERY POSITIVELY0%10%20%40%35%33%20%4%30%9%VERY

49、NEGATIVELYHow ATT changes impacted overall UA performance,%of respondents20According to AppsFlyer,average opt-in rates hover at about 45 percent in the second year of ATT.Still,rates vary significantly across app verticals,with shopping apps reporting opt-in rates of 82 percent.We found that markete

50、rs are still more likely to report a negative to neutral impact from ATT changes.That said,about a quarter of respondents are seeing a positive impact on UA,up significantly from 12 percent in 2022.Notably,only 44 percent of respondents report a slightly to very negative impact from ATTdown from 64

51、percent in 2022.This may be an indication that marketers are finding ways to drive performance,whether by measuring with more sophisticated modeling methods,operating in the“gray area”of tracking,or reallocating ad spend across different channels.In 2022,we asked app marketers how ATT impacted their

52、 UA efforts.64 percent reported a negative impact,while only 12 percent reported a positive impact.A year after its introduction,we are curious if SKAN 4,coupled with methods of modeling such as MMM,has changed perceptions of UA performance post-ATT.Download2023 APP MARKETER SURVEY21The impact of AT

53、T on campaigns in 2023,%of respondents OUR COSTS INCREASEDWE HAD TO RAPIDLY CHANGE OUR STRATEGYOUR KPIS CHANGEDTHE TIME TO HIT ROAS/LTV TARGETS INCREASED0%25%50%100%75%OUR CAMPAIGNS WERE LESS SUCCESSFULTHE LACK OF AVAILABLE DATA HINDERED DECISION MAKING DISAGREENEUTRALSOMEWHAT AGREESTRONGLY AGREE26%

54、40%22%11%23%43%25%9%31%35%23%11%33%30%19%33%36%20%22%37%34%6%9%16%For a more detailed breakdown of the impact of ATT in 2023,we asked marketers whether they agreed or disagreed with common challenges ATT presented,as cited by other marketers.Unsurprisingly,71 percent of respondents agree that more d

55、ata could have helped decision-making.62 percent of respondents agree that their campaigns were less successful with ATT,and 67 percent agree that their costs increased.But marketers are less sure about the impact of ATT on their KPIs and time to targets.42 percent disagree with or are neutral about

56、 ATT causing rapid changes to strategy,a sign that marketers may be adapting to the requirements of ATT.Download2023 APP MARKETER SURVEY22Willingness to share unattributed postbacks with a partner to drive performance or improve time to goal,%of respondentsWe wanted to know whether app marketers are

57、 open to sharing to drive performance and/or time to goal.38 percent of respondents share unattributed postbacks or are willing to share if asked.Nearly 30 percent decline to share due to privacy concerns,and 20 percent refuse to share over legal concerns.YES,WE DO/YES,WE WOULD IF ASKEDNO,PRIMARILY

58、DUE TO CONCERNS OVER USER PRIVACYNO,PRIMARILY DUE TO LEGAL CONCERNSNO,PRIMARILY FOR OTHER REASONS0%10%20%40%38%29%20%13%30%Marketers Are Cautious,But Not Unwilling to Share Unattributed Postbacks Unattributed postbacks contain valuable information that helps to optimize campaigns for quality users.P

59、ostbacks that are not attributed to a partner are not shared as a default,but advertisers can choose to share unattributed postbacks to assist with campaign optimization.Download2023 APP MARKETER SURVEY20%Google is set to deprecate GAID by late 2024,and Google will replace ID matching with its Priva

60、cy Sandbox.We wanted to know how app marketers feel about performance post-deprecation and whether marketers are preparing for GAID deprecation a year out.GAID Deprecation Is Coming.Are App Marketers Prepared?23Familiarity with GAID changes,%of respondents 2022 vs.2023 67 percent of marketers report

61、 at least some familiarity with GAID changes,up from 62 percent in 2022.The majority of respondents have little to no familiarity with new developments.Respondents are also more likely than last year to be“very”to“extremely familiar”with GAID changes.With GAID deprecation less than a year away,still

62、 a third of respondents are not familiar with the pending changes.20232022NOT FAMILIARSOMEWHAT FAMILIARVERY TO EXTREMELY FAMILIAR0%20%30%33%42%40%27%50%38%40%10%20%Download2023 APP MARKETER SURVEY24SLIGHTLY NEGATIVELYNO CHANGESLIGHTLY POSITIVELYVERY POSITIVELY0%10%20%40%34%38%17%4%30%7%VERY NEGATIVE

63、LYHow GAID changes will affect user acquisition on Android,%of respondents NO PREPARATION AT PRESENT,BUT WE PLAN TO PREPAREVERY LITTLE PREPARATIONSOME PREPARATIONSIGNIFICANT PREPARATION0%10%20%40%25%30%33%5%30%7%NO PREPARATION AT PRESENT,AND IT WILL STAY THAT WAYLevel of preparedness for GAID deprec

64、ation,%of respondents When asked about how GAID deprecation will impact user acquisition on Android,marketers are more likely to anticipate a negative impact.A plurality of users anticipate no change,and a further 34 percent anticipate only a slightly negative impact on Android performance.When aske

65、d about GAID deprecation preparedness,only 5 percent of respondents reported significant preparation.Most respondents made some or very little preparation,and over a quarter of respondents plan to prepare in the coming year.Download2023 APP MARKETER SURVEYInvesting in Results in 2024Marketers Optimi

66、stic About the Future of App Marketing Marketers Looking to Increase Spend,SANs and Ad Networks Top Priorities 25Marketers are optimistic about 2024 and anticipate spending more in 2024.Whether they embrace new channels like CTV and out-of-home advertising remains to be seen.Download2023 APP MARKETE

67、R SURVEYMarketers Cautiously Optimistic About the Future of App Marketing The app marketing landscape evolves quickly,and changes are difficult to predict.That said,a majority of marketers in all three regions think the next 12 months will be the same or better.26Expectations for the outlook of the

68、industry in the next 12 months,%of respondentsWhile marketers in EMEA are more likely to have a positive outlook on the current state of the industry,they are divided about what the next 12 months will be.35 percent,the most of any region,expect the next 12 months to be worse.By contrast APAC and th

69、e Americas have a more optimistic outlook on the coming year.Over 70 percent of marketers in both regions expect the next year to be the same or better.EUROPE,MIDDLE EAST,AFRICAASIA-PACIFICNORTH AMERICA&LATAM0%25%50%75%100%47%58%26%50%26%THE NEXT 12 MONTHS WILL BE BETTERTHE NEXT 12 MONTH WILL BE THE

70、 SAME THE NEXT 12 MONTHS WILL BE WORSE16%19%35%24%Download2023 APP MARKETER SURVEY270%25%50%75%100%GAMINGNON-GAMING50%17%31%26%24%With different app verticals facing disparate challenges in the coming year,we broke down how gaming and non-gaming marketers view the industrys outlook in 2024.State of

71、the industry in the 12 months,%of respondents gaming vs.non-gaming THE NEXT 12 MONTHS WILL BE BETTERTHE NEXT 12 MONTH WILL BE THE SAME THE NEXT 12 MONTHS WILL BE WORSEGaming and non-gaming marketers are similarly likely to report feeling upbeat about the next 12 months.Over half of both segments exp

72、ect 2024 to be better.But overall,gaming marketers are more divided about their outlook the coming year than non-gaming marketers.Gaming marketers are more likely to feel downbeat.31 percent expect the next 12 months to be worse compared to 26 percent of non-gaming marketers.52%Download2023 APP MARK

73、ETER SURVEYMarketers Looking to Increase Spend,SANs and Ad Networks Top Priorities 28Expectations for changes in ad spend in 2024,%of respondents by region EUROPE,MIDDLE EAST,AFRICAASIA-PACIFICNORTH AMERICA&LATAM0%25%50%75%100%66%14%66%16%50%37%WE WILL SPEND MOREWE WILL SPEND ABOUT THE SAMEWE WILL S

74、PEND LESS18%21%13%As revenue targets get more aggressive,many companies will need to increase ad spend to hit their goals.Our survey indicates that over 80 percent of app marketers in all regions expect their ad spend to stay the same or increase next year.Marketers in EMEA and APAC are more likely

75、to expect increases in ad spend than marketers in the Americas.16 percent of respondents in APAC expect to spend less,the highest percentage of any region.Respondents in the Americas are split,with 50 percent expecting an increase in ad spend and 50 percent expecting to spend the same or less.Downlo

76、ad2023 APP MARKETER SURVEY29The question remains:How will marketers choose to allocate their ad spend?Last year,we asked marketers where they planned to allocate their ad spend.Marketers were very likely to list self-attributing networks(SAN)and ad networks as their top priorities.We see very little

77、 change YoY in terms of where marketers plan to allocate future ad spend.74 percent list ad networks and SANs as their top priorities.Marketers are more likely to list DSPs as a second or third priority and agencies as a fourth priority.Only 10 percent list third-party and agency management as their

78、 top priority.Top priority for allocating ad spend in 2024,%of respondents SELF-ATTRIBUTING NETWORKSAD NETWORKSDEMAND-SIDE PLATFORMSTHIRD-PARTY/AGENCY MANAGEMENT0%10%20%40%36%38%16%10%30%Download2023 APP MARKETER SURVEY30Beyond strict user acquisition channels,apps can reach their audience through c

79、hannels traditionally considered more difficult to measure.As we move away from granular data,app marketers are diversifying their channel mix.We asked where they plan to increase resources in the coming year.Marketers are very likely to list organic/viral and influencer as channels where they plan

80、to increase resources.Community building came in second.Only 15 percent point to out-of-home options and television as priorities in 2024.A sign that marketers may be diversifying beyond obvious channels,18 percent cited“other”as a priority.ORGANIC SOCIAL/VIRALCOMMUNITY-BUILDINGINFLUENCEROTHER0%10%2

81、0%50%50%31%18%30%Channels where marketers plan to increase resources in 2024,%of respondents OUT OF HOME(BILLBOARDS,POSTERS)TELEVISION40%50%15%15%Liftoff is the leading growth acceleration platform for the mobile industry,helping advertisers,publishers,game developers and DSPs scale revenue growth w

82、ith solutions to market and monetize mobile apps.Liftoffs solutions,including Accelerate,Direct,Influence,Monetize,Intelligence,Vungle Exchange,and Creative Studio,support over 6,600 mobile businesses across 74 countries in sectors such as gaming,social,finance,e-commerce,and entertainment.Founded in 2012 and headquartered in Redwood City,CA,Liftoff has a diverse,global presence.liftoff.ioWho is?