Video ads continue to dominate app installed budgets, according to the latest App Install Marketing Survey from AdColony. As a matter of fact, video ads combine form 57% of app install spending among the biggest grossing publishers, with full-screen video ads the single largest format by spend share (27%). Social media video comes in a close second accounting for 21% share of spend. That being said, full-screen and social video alone make up nearly half of app install budgets for the top-grossing publishers. More app publishers are embracing these ad formats as they have proven to be effective; 82% reported that social video is effective (top-2 box) at achieving campaign objectives, and 77% agreed with respect to full-screen video.
However there is a new app install format that publishes are looking forward to in 2018: playable ads. A recent Q4 survey revealed that there is a significant rise in usage of playable ads over Q3 2016 and Q1 2017 and an increase in perceived effectiveness of this format. 46% of publishers say that playable ads are their most exciting format for 2018.
Other key highlights from the survey included:
- User quality continues to be the most important user acquisition KPI.
- Retention and in-app purchases are easily the leading indicators of high-quality users.
- App publishers are more likely to find look-alike modelling effective (77%) than retargeting (42%).
- Cost-per-install is the dominant pricing model for both gaming and non-gaming advertisers, with cost-per-acquisition second for non-gaming advertisers.
The results from the survey were based of the top 100 grossing app developers, with a 71% response rate. 81% of the participants were mobile game developers, while 19% were non-gaming mobile developers. The respondents reported putting out an average of more than $1 million in monthly app install budgets.