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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