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BizReport : Advertising archives : July 08, 2013

App developers frustrated with advertising, marketing options

Three quarters of app developers would rather do their own marketing than hand the job over to media planning agencies, according to new research, citing a lack of clarity and trust as major frustrations

by Helen Leggatt

papaya-logo-700w-july20121.pngSome app developers are already developing their own mobile app marketing strategies and campaigns, but many use the services of ad agencies. According to PapayaMobile's AppFlood survey results, far more app developers would, if they could, go it alone (73%) rather than hand over the task to a specialist agency.

Why? A lack of clarity and trust was cited by 70% of the 1000 developers surveyed. Such is the frustration, that when deciding on an agency to use, trust outweighs cost, and even recommendations, in the decision-making process, among developers both big and small.

According to the resultant report, 'Developer Attitudes to App Marketing', "even though trust was the most important factor, most developers felt ad networks were not honest about their revenue claims with 71% of developers expressing the view that eCPM (effective Cost Per Thousand Impressions) was exaggerated".

Developers are drawn towards big name ad networks and service providers in the belief that they can trust such brands, however, the vast majority of developers are unhappy with the results, suggesting a gulf in expectations between themselves and the ad network providers.

"Ad providers must work harder in gaining back this trust and expanding app developers' marketing knowledge," states the report. "To achieve this, they must be more transparent with their app marketing offerings and provide better tools to help developers to understand and calculate return on investment for their app marketing campaigns."

Tags: ad network, app developer, app marketing, marketing survey, mobile apps

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