AdColony：2017年秋季應用安裝營銷調查報告(英文版)(21頁)（21頁）.pdf

1、Fall 2017 App Install Marketing Survey 2 #8 8th iteration of the survey since 2013 Source: AdColony App Install Marketing Survey Fall 2017 Insights, benchmarks and trends from the top 100 grossing app developers The Semi-Annual AdColony App Install Survey 100+71%81%19%$1M+ Detailed questions on app

2、install trends Survey response rate in 3 weeks Mobile game developers Non-gaming mobile developers Total monthly app install budget 3 Where were the survey respondents from? Geographic Distribution 20% 26% 54% EMEA North America APAC Source: AdColony App Install Marketing Survey Fall 2017 State of t

3、he Market Top app install marketing trends 5 Source: AdColony App Install Marketing Survey Fall 2017 Compared to last year, my UA campaigns have increased in or moved more toward _ in 2017. The Winners: Top Campaign Shifts in 2017 SpendVideoReachNew ChannelsCLVSocialCPI DisagreeAgree 6 Source: AdCol

4、ony App Install Marketing Survey Fall 2017 Video accounts for 57% of all app install spend. App Install Budget Allocation 1%1% 2% 2% 2% 2% 4% 5% 2% 7% 7% 8% 1% 21% 8% 27% Video in-feed Video full-screen Video social Video television Print, radio, & outdoor Other Display social Display interstitial D

5、isplay banner Display rich media Native ads Playables Free app networks Cross promo Off er walls Infl uencer 7 Source: AdColony App Install Marketing Survey Fall 2017 Over half of top UA teams have 6 or more members. App Install Teams Are Growing 28% 23% 16% 24% 9% 2 3 1 (just me) 4 5 6 9 10 + Q3 16

6、Q1 17Q4 17 28% 23% 8% 10+ Person Teams Over Time Typical UA Team Size 8 Source: AdColony App Install Marketing Survey Fall 2017 On average, advertisers localize for 6 languages and optimize campaigns 5 times per week. App Install Teams are Busy 4% 22% 18% 13% 15% 29% Language LocalizationCampaign Op

7、timization Frequency 5% 22% 35% 24% 14% 2 - 3 1 4 - 5 10 - 19 6 - 9 20 - 29 Every day Multiple times daily Every few days Less than weekly Once a week 9 Source: AdColony App Install Marketing Survey Fall 2017 Compared to last year, my UA campaigns have increased in or moved more toward _ in 2017. Th

8、e Losers: Campaign Trends Falling Out of Favor DisplayFree App NetworksTelevisionOut of HomePrintRadio DisagreeAgree Top App Install Formats Usage, eff ectiveness, & spend 11 Source: AdColony App Install Marketing Survey Fall 2017 Video leads the way while playables surpass native & in-feed units. T

9、op App Install Formats by Usage 98% 91% 79%79% 74% 69% 58% 53% 46% 39% 32% 30%30% 21% 11% Print, Radio, & Outdoor Infl uencerRich mediaPlayablesInterstitial display TelevisionFree App NetworksNative adsSocial displaySocial video Cross promo Off er WallsIn-feed videoBanner displayFull-screen video 12

10、 Source: AdColony App Install Marketing Survey Fall 2017 Full-screen video and social video tower over all other app install channels. App Install Budget Allocation by Channel 30% 24% 8% 7% 6% 5% 4% 3% 3%3% 2% 2%2% 1%1% 0%0%0% PrintOther Off er walls Infl uencerInterstitial DisplaySocial display Out

11、doorTelevisionFree App Native adsPlayablesSocial video RadioCross PromoRich MediaBanner DisplayIn-Feed VideoFull-screen video 13 Source: AdColony App Install Marketing Survey Fall 2017 Share of advertisers awarding top 2 box responses regarding channel eff ectiveness at achieving campaign objectives

12、. Most Eff ective App Install Formats 82% 77% 55% 45% 39% 30% 25% 20% 18% 16% 15%15% 13%13% 10% Banner display Off er wallsFree app networksNative adsSocial display PrintRich media displayCross promotionPlayable adsFull-screen video RadioInterstitial display Infl uencer campaignsIn-feed videoSocial

13、video 14 Source: AdColony App Install Marketing Survey Fall 2017 As more advertisers fi nd success with playable ads, test budgets continue to increase. The Rise of Playables BudgetExcitement Eff ectivenessUsage 69% 71% 46% 6% 64% 51% 45% 4% 33% 33% 25% 2% Q3 16Q1 17Q4 17 15 Source: AdColony App Ins

14、tall Marketing Survey Fall 2017 46% of app install marketers are most excited about playable ads in 2018. Advertiser Excitement 46% 26% 13% 6% 4% 2%2%2% Social video Full-screen video In-feed video Cross promo Native ads Rich media Social display Playable ads Targeting & KPIs What matters to top adv

15、ertisers Source: AdColony App Install Marketing Survey Fall 201717 User quality & level of service remain top concerns as volume, price, & targeting fall slightly. Top User Acquisition KPIs Somewhat important Not important at all Moderately important Very important Most important User QualityLevel o

16、f ServiceVolumePriceTargeting 18 Source: AdColony App Install Marketing Survey Fall 2017 NA advertisers care most about IAP while EMEA & APAC advertisers care most about retention. Leading Indicators of High Quality Users By Region NA 74% 82% 26% 21% 15%15% 6% Retention In-app purchase Tutorial comp

17、letion Session time Positive user review Friend invitation sent Social login EMEA 100% 81% 44% 31% 13% 6%6% APAC 100% 67% 25%25% 17% 0% 8% Source: AdColony App Install Marketing Survey Fall 201719 Considered more eff ective than retargeting, look-alike modeling is utilized by 91% of top advertisers.

18、 Finding Quality Users: Look-Alike vs Retargeting Look-Alike ModelingRetargeting 9% 2% 5% 8% 26% 31% 20% 29% 2% 5% 5% 18% 22% 15% 5% Completely eff ective Mostly eff ective Somewhat eff ective Neutral Somewhat ineff ective Mostly ineff ective Completely ineff ective N/A (dont use) Gaming Advertisers 100% 22% 25% 17%17% 11% 3% 20 No matter the app genre, top app install marketers rely on CPI. Outcomes-Oriented Pricing Models Dominate Source: AdColony App Install Marketing Survey Fall 2017 CPI CPA CPM CPC CPE CPCV CPL Non-Gaming Advertisers 100% 47% 13%13%13%13% 0% Thank you!