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BizReport : Mobile Marketing : September 14, 2016

Study: App install spending up 54%

Brands and spending more for app installs. That's the word from new Kenshoo data which shows that the app install ads for Facebook and Instagram increased more than 50% globally between 2015 and 2016. In Q2 2016 total clicks for app install ads increased 95%.

by Kristina Knight

"Offering multiple links and images, or showcasing apps through video provides advertisers more flexibility in demonstrating their appeal to users, so it's no surprise that we're seeing movement towards these ad units when it comes to app installs," said Chris Costello, senior director of marketing research for Kenshoo. "What's more, these ads can facilitate greater interaction with users, driving clicks that are then opportunities for apps to be downloaded and integrated into people's daily routines."

Some interesting findings from the report include:

• CTRs for app install ads increased 4% YoY (Q2 2016)
• CPCs decreased 21%, CPMs decreased 18% YoY
• 61% of app install ads were from the gaming sector

"The report illustrates how app marketers are growing more confident about spending on social app ads to drive installs, and are increasingly comfortable using newer formats such as carousel and video to attract engagement and installs. It also underlines the big role played by the gaming sector in social app install advertising," said Rob Coyne, Kenshoo's managing director for EMEA.

Tags: advertising, app installs, Kenshoo, mobile app trends, mobile marketing, mobile trends

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