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Kenshoo Mobile App Advertising Trends
Todd Herrold, Sr. Director Product Marketing, Kenshoo
#KAMS
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Contents
• Executive Summary
• Key Metrics
• Top Trends
• Ad Spend and Overall Cost per Install
• Cost per Install Trends
• CPM Trends
• Marketer Imperatives
• Methodology
• CPC Trends
• Regional Trends
• Engagement Trends
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Executive Summary
• App install volume and ad spend keeping pace, leading to relatively stable CPI
• Impressions, clicks and app installs all cost more on iOS
• Android users are most likely to click, but iOS users are most likely to install
• Ads for gaming apps are more costly and have lower engagement than
Consumer or eCommerce apps
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Key Metrics
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Top Trends
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Ad Spend and Overall Cost per Install
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Cost per Install Trends
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Cost per Install Trends
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CPM Trends
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CPM Trends
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CPC Trends
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CPC Trends
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Regional Trends
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Engagement Trends
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Engagement Trends
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Engagement Trends
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Engagement Trends
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Marketer Imperatives
• Increase spend while the trend toward steady CPIs continues - as long as
you are able to maintain ROI and LTV above critical thresholds.
• Hone your targeting and ensure well segmented Custom and Lookalike
Audiences.
• Target separately by OS, Android versus iOS, to optimize toward differences
in CPC, CPI, CTR and install rates on the two platforms.
• Target your campaigns separately by country to ensure you are maximizing
your bids and budget most effectively in the face of language country-level
differences.
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Methodology
• Aggregation of advertisers using Adquant by Kenshoo
• Mobile-only, Mobile App Installation as conversion
• $19 million (USD) in advertiser spend
• Over 10 million app installs
• Targeted across over 100 countries worldwide
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