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Mobile App Installs Overtake Facebook and Instagram

In the Mobile App Advertiser Trends Report from Kenshoo, it was reported that Facebook and Instagram are seeing major increases in mobile app install ads. Mobile apps are a massive market, and it continues to grow every day.  With most people already using smart phones, and those who aren’t are moving in that direction quickly, it is no surprise that this is such a hot area.

The report found that marketers are spending about 54% more this year on this type of advertising than they were last year.  The advertisements are also very effective, driving 95% more total clicks than they did in the previous year’s report.

As with all ad segments, video is going a long way to help improve this particular segment.  Video took up about 42% of the total ad spend for mobile app install ads this quarter.  Video drives higher click through rates, so this is likely a trend we will see continue into the future.

Chris Costello, the Senior Director of Marketing Research for Kenshoo, said the following of this report, “Offering multiple links and images, or showcasing apps through videos 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.  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.”

Of the app install ad segment, gaming aps make up 61% of all the ad spend.  Gaming is huge on smart phones and tablets, so this is really no surprise at all.

All of this data comes from Kenshoo’s study that looked at global ad spend based on a sampling of more than 25 billion ad impressions, more than 250 million clicks, and over $100 million worth of social spend.  The report can be seen HERE.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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