ADColony-2017年秋季应用安装营销调查报告（英文）-2017-21页-1mb

App Install Marketing Survey Summary (Fall 2017)

Core Content Overview

The Semi-Annual AdColony App Install Survey provides insights, benchmarks, and trends from the top 100 grossing app developers. This is the 8th iteration of the survey since 2013, offering a comprehensive look at the evolving landscape of app install marketing.

Key Findings and Trends

Market Trends

• Top App Install Marketing Trends: The survey highlights the shifting preferences of advertisers in terms of campaign strategies and budget allocation.
• Campaign Shifts in 2017: Advertisers reported increased use of certain strategies, with a notable shift toward new formats and methods.

Budget Allocation

• Video Dominates: Video accounts for 57% of all app install marketing spend.
  • Full-screen video is the most preferred format.
  • Social video and television video are also significant.
• Other Formats: Display ads (social, interstitial, banner, rich media), playables, native ads, cross-promotion, free app networks, offer walls, influencer marketing, and print, radio, and outdoor ads are also used, though to a lesser extent.
• Playables Rise: Playable ads are gaining popularity, with test budgets increasing as more advertisers see success.

Team Growth and Operations

• Team Size: Over half of top user acquisition (UA) teams have 6 or more members.
• Localization and Optimization: Advertisers on average localize for 6 languages and optimize campaigns 5 times per week.

Effective Formats

• Video and Playables Lead: Video remains the most used format, while playables surpass native and in-feed units in effectiveness and usage.
• Social Video and Full-Screen Video: These formats dominate in terms of spend and effectiveness.

Outcomes-Oriented Pricing

• CPI Dominance: Regardless of app genre, CPI (Cost Per Install) is the primary pricing model used by top app install marketers.

KPIs and User Quality Focus

• Top KPIs: User quality and level of service are the most important KPIs for advertisers, with volume, price, and targeting being slightly less prioritized.
• Regional Priorities:
  • North America (NA): Advertisers prioritize In-App Purchases (IAP).
  • EMEA & APAC: Focus is more on user retention.

Targeting Strategies

• Look-Alike Modeling: 91% of top advertisers use look-alike modeling, which is considered more effective than retargeting.
• Retargeting: While still used, it is less favored compared to look-alike modeling.

Advertiser Excitement

• Playable Ads: 46% of app install marketers are most excited about playable ads in 2018, indicating a growing interest in this format.

Summary

The survey underscores a clear shift in app install marketing strategies, with a strong emphasis on video content, playable ads, and outcomes-oriented pricing models like CPI. Advertisers are increasingly investing in look-alike modeling for user acquisition and are optimizing campaigns frequently, often across multiple languages. The trend also shows that app install teams are growing in size and complexity, reflecting the importance of UA in the app development lifecycle. Regional differences in user quality focus are evident, with NA prioritizing IAP and EMEA/APAC focusing on retention. Overall, the industry is moving toward more sophisticated, data-driven approaches to maximize ROI and user quality.