As 2017 comes to a close and mobile marketers begin their final push for the holiday season, two questions emerge: what strategies are they using successfully, and how are these strategies changing? AdColony’s recent App Install Marketing Survey takes a look under the hood.
- Video remains a top choice. Video now accounts for 57% of all campaign spend among top app install marketers.
- Playable ad formats are poised for growth. Over 70% of top advertisers have found success with playables in 2017, and test budgets have tripled since this time last year.
- User quality indicators vary by region. While North American app install marketers look for early in-app purchases, advertisers in EMEA and APAC look for user retention.