Global App Market already surpassed traditional media such as television, and projections tell us that it will only continue to grow. According to eMarketer, a market research company, 70% of the overall digital impression in 2017. were mobile. Mobile advertising in the USA exists for 11 years, and it is already bigger than television. Changes in mobile advertising are driven by infrastructure development, better networks and 5G are providing more opportunities for creative advertising. New opportunities will also be changing the way we think about mobile design. What to expect in 2019?
Budgets for mobile marketing are growing
If we would take a look at
Modeled and aggregated data is history
Instead of adding up costs of advertising on multiple channels and modeling the value of user, more advanced tools give us opportunity to track financial value of every user. Data modeling will soon be history. IronSource is the first big mobile platform that offered a solution for revenue tracking on user level. User-level Ad Revenue Tracking is a solution which allows us to measure ad revenue per user. Before it was able only to measure in-app purchases, without knowing the true impact of complete ad revenue. This solution enables us to know what the average revenue per user is. It is taking in consideration in-app purchases and ads together. It records exact user revenue per impression from any ad network served by IronSource’s mediation platform and from any ad unit (display, playable, video…). Knowing the true value of each user allows more efficient bidding. We’re also able to see which marketing channels bring the most valuable users. With more accurate and complete data we’re able to make smarter and more profitable decisions.
Ad Networks are more and more utilizing their huge amount of data
Leading in this field is currently Google, with Facebook only one step away. Target ROAS optimization on Google was launched in
Number of paid installs will continue to grow, with revenue growing faster than the number of installs
Mobile advertising market is more challenging by every day. Non-organic app installs will be the fastest growing category among with attributed installs. It is becoming increasingly important to know the user, his habits and behavior patterns. As well as before app install, inside the game/app too. Streaming services like Netflix, HBO, Spotify or recently announced Disney+ are extremely successful according to financial indicators. Among top 10 apps by worldwide consumer spend 6 are streaming services. Most profitable in 2018. were “hyper-casual” games. This type of game isn’t expensive to produce, but it can earn a lot through display of in-app ads. We expect that more desktop and console games will continue to offer mobile versions of their games. In 2018 Minecraft, Fortnite and PUBG launched the trend.
Interactive ads are a way to go
As the mobile advertising industry continues to grow and become more competitive, in order to win, companies must become more data-driven and more sophisticated in mobile advertising. User-level tracking is the biggest game-changer in mobile advertising in 2019. Especially when it comes to ad revenue tracking in the mobile gaming industry. Forget about modeled data. User-level approach to tracking will enable app & game companies to track everything precisely, get a better understanding of their data and acquire higher quality users. Those users will spend more time and more money
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