Mobile app marketers have significantly increased spending, finds Kenshoo report

Anne Freier | September 18, 2015

Mobile Advertising

According to the Kenshoo Mobile App Advertising Trends Reportmobile app installs have experienced a significant increase of 346% the year over. Click-to-install rates jumped up 32% with a 293% increase in investment.
Mobile app installs jump 346%
Chris Costello, Director of Marketing Research, Kenshoo, says:
chris costello

“Marketers have jumped into mobile app marketing with both feet, substantially boosting spend. The dramatic increase in total app installs is great to see, and as bidding algorithms focus more on those types of conversions, it will give app marketers plenty of room to improve. Increasing competition is another big part of the story; so marketers should continue refining their targeting strategies, optimizing toward campaign-specific KPIs and utilizing new ad inventories as they emerge.”

The report also found that impressions increased 295%, clicks jumped by 237%, CPI by 16%, whilst cost per install decreased 12%, CPM 1%, and CTR was down 15%.
With US mobile app users expected to break 200m by 2016, marketers are advised to produce highly targeted and relevant ads to connect with their audiences. Kenshoo’s Infinity Suite is a tool that enables advertisers to build, target, optimise and manage campaigns focused on mobile app marketing.

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